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Beyond McDonald's CSR Perspective in China : Report on Damaged Reputation of Employment from Case Study Research

Author

Listed:
  • Marc Valax

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

We have analysed the Corporate Social Responsibility (CSR) perspective within the fast-food industry in China, with particular attention to McDonald's Corporation as a global icon. Based on a case study analysis, our research has revealed significant differences in the values, attitudes and beliefs that managers and workers personally hold and what they encounter in the workplace. In China, McDonald's has also faced the challenge of improving the perception of the career opportunities it offers and made efforts to undo the negative reputation of low-paying jobs. We explore theoretical implications and propose some suggestions for improving CSR in fast-food management in China. Our results show that improvements in business performance in this industry should be allied to real CSR, not simply to a McDonaldisation of the Chinese workforce.

Suggested Citation

  • Marc Valax, 2011. "Beyond McDonald's CSR Perspective in China : Report on Damaged Reputation of Employment from Case Study Research," Post-Print halshs-00815816, HAL.
    • Handle: RePEc:hal:journl:halshs-00815816
    as

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