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Case Title:

Balanced, Active Lifestyles: Another Corporate Social Responsibility Ace from McDonald's?

Publication Year : 2007

Authors: Kisholoy Roy

Industry: Food, Diary and Agriculture Products

Region:Global

Case Code: CSR0045K

Teaching Note: Available

Structured Assignment: Available

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Abstract:
McDonald's established the corporate philosophy of balanced, active lifestyles in 2003 that was based on three strategic pillars: (1) menu choice; (2) physical activity; and (3) information. The philosophy was further reinforced in 2005 through the 'it's what I eat and what I do I'm lovin' it' campaign. The basic objective of McDonald's initiative was to promote the health and well-being of its guests worldwide. Many felt that it was yet another significant corporate social responsibility initiative undertaken by McDonald's, after it introduced stringent ethical practices in its supply chain, and worked seamlessly towards the conservation of sustainable forests. Apart from these initiatives, McDonald's has also been found to be an active participant in various charitable activities across the globe, through the Ronald McDonald House Charities.

Pedagogical Objectives:

  • To study and analyse the various charitable activities undertaken by Ronald McDonald House Charities and their implications
  • To analyse the essence of the balanced, active lifestyles philosophy
  • To analyse the consistent efforts made by McDonald's to reinforce the active lifestyles initiative.

Keywords : Corporate Social Responsibility Case Study Myanmar, Unocal, Totalfina, State Law and Order Restoration Council, SLORC, Yadana project, Human rights violations, Corporate social responsibility, Forced labour, Unocal trial, Alien Tort Claims Act, Earthrights International, Myanmar Oil and Gas Enterprise, Universal Declaration of Human Rights, Natural gas

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