Mc Donalds’ Crisis PDF

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Running head: MCDONALDS’ CRISIS

McDonalds’ Crisis

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MCDONALD’S CRISIS

2 McDonalds’ Crisis Introduction

A business is expected to maintain a positive reputation in enhancing performance in the target market. Negative publicity comes from a company’s crisis that reduces the confidence of different stakeholders in the industry. The internal and external stakeholders of business require proper reputation management for an increased sales volume. In case of a crisis, a business is supposed to identify a proper plan to deal with the issue. Crisis disrupts the daily operations of the company making it hard to accomplish the intended production objectives. McDonald’s is a global company offering fast food to customers in different regions. The company has a chain of restaurants that should be properly managed in accomplishing the desired competitive advantage in the fast-food industry. As Gonzalez (2017) observes, McDonald's has been hit with a crisis of sexual harassment, which negatively impacts on the reputation of the company. The rampant cases of sexual harassment allegations by female employees make McDonald’s have a negative public image. A company is supposed to develop a workplace that focuses on inclusivity and diversity. Female employees are sexually harassed by male coworkers and managers. The crisis of sexual harassment and gender-based discrimination are reported at franchise stores in 20 cities (Gonzalez, 2019). McDonald’s management is supposed to develop proper approaches that will help in the proper flow of corporate and franchise stores. The crisis communication approach should focus on improving the organization's culture in McDonald’s. According to Bundy et al. (2017), proactive and reactive crisis communication help in preparing a proper plan to deal with the event. McDonalds should focus on developing communication tactics that will eliminate the sexual harassment crisis by focusing on business ethics.

MCDONALD’S CRISIS

3 References

Bundy, J., Pfarrer, M. D., Short, C. E., & Coombs, W. T. (2017). Crises and crisis management: Integration, interpretation, and research development. Journal of Management , 43(6), 1661-1692. Gonzalez, R. (2019). NPR Choice page. Retrieved 23 March 2020, from https://www.npr.org/2019/05/21/725557211/mcdonalds-facing-new-charges-of-sexualharassment%20]...