McDonalds A Sustainability and Corporate Social Responsibility Challenge
Corporate social responsibility provides business with significant benefits. One of these benefits is sustainability (Lindgreen & Swaen, 2010). Every company strives to establish a business model that will provide them with long term success. McDonalds has been faced with a CSR challenge that threatens its ability to establish long term sustainability (Slama, 2014). As McDonalds leaders, it is our responsibility to identify the implications of this challenge, what caused the problem, and initiatives to fix it.
The problem facing us is the quality of the food that we serve at our restaurants (Slama, 2014). There have been incidents where our restaurants have served contaminated food. Furthermore, there is a growing concern that our food does not promote a healthy lifestyle. Obviously, McDonalds strives to provide the highest quality products to our customers. Consequently, it is imperative that we examine our policies in order to find the source of the problem.
In the naturalistic decision making process, we have made decisions in the context of framing bias (Evans, 2008). Our emphasis on profit has hindered our efforts to improve our products and McDonalds has been unwilling to take risks to improve the quality of its products. However, without providing a better product to customers, it will be extremely difficult to maintain profits in the future.
While our current decision making methods have been partially responsible for this problem, it would be extremely dangerous to change it suddenly. Consequently, future efforts must be made within the context of our current decision making context (Evans, 2008). McDonalds’ current decision making consists of preserving current profits instead of providing future solutions. This is not a morally responsible attitude (Gigerenzer, 2010). McDonalds must incorporate social considerations into its decision making. This will enable it to give customers a quality profit and achieve long term sustainability.
Corporate Social Responsibility Decision Making
In this new context of decision making, McDonalds can look at feasible solutions for the future. The most important initiative for the future is a quality reporting system (Toby, Sr., 2012). Incidents of food contamination are unacceptable. Consequently, McDonalds must establish systems to carefully monitor the quality of its food. This would include McDonalds’ managers regularly inspecting the food distribution centers it buys from. Another important initiative is establishing a system to expedite the processing of customer feedback (Toby, Sr., 2012). This is especially important as people become more health conscious. McDonalds will be able to easily change its products to suit their demands.
These policy changes and initiatives will enable McDonalds to move confidently into the future. Changes in our policies will not harm McDonalds. Instead, they will strengthen the core of our organization and propel us on a path to long term sustainability (Toby, Sr., 2012). McDonalds has a moral and social obligation to provide the best quality products to its customers. If that means a change in policy is necessary, that change must take place. It will benefit both McDonalds and its customers. Ethical considerations are not a burden. They are a catalyst to future economic growth.
Evans, J. (2008). Dual-Processing Accounts of Reasoning, Judgment, and Social Cognition. Annual Review of Psychology, 59, 255-278.
Gigerenzer, G. (2010). Moral Satisficing: Rethinking Moral Behavior as Bounded Rationality. Topics in Cognitive Science, 2(3), 528-554.
Lindgreen, A., & Swaen, V. (2010). Corporate Social Responsibility. International Journal of Management Reviews, 12(1), 1-7.
Slama, J. (2014). The Blog: Business. Retrieved from the Huffington Post
Toby, Sr., D. H. (2012). Corporate social responsibility initiatives. African Journal of Economic and Management Studies, 3(1), 95-115.
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