Changing Ethical Perspectives-McDonald’s Essay Example for Free

Changing Ethical places-McDonalds EssayWhen Dick and Mac McDonald opened their first barbecue restaurant in 1940, it is doubtful they realized the impact their company name would have upon the world of business and pabulum service. A few years after they opened their restaurant, they unkindly to renovate, rethink their business strategy, and presented a simple drive-in restaurant with a small menu to allow the brothers to focus not on providing diversity and choices, that quality within their service and products (Our History-1940, n.d.).It may have been the simplicity of the operation, or the high level of dedication to service that attracted the attention of restaurant equipment salesman pecker Croc. In 1954, Ray Croc visited their only establishment in San Bernadino, California and learned they had an interest in building a franchise around their existing business configuration. Ray Croc and the McDonalds brothers agree on their first franchise plan and set emerge to bu ild more locations. Kroc opens his first franchise location in diethylstilbestrol Plaines, Ill. on April 15, 1955. By 1965, there would be more than 700 McDonalds restaurants throughout the United States (Our History-1955, n.d.).As McDonalds expanded outward, their community responsibilities inherently would increase. Through the dot of the fifties and sixties, community and cordial responsibilities were simple keep a clean restaurant, set reasonable prices (hamburgers were 15 cents), and concentrate on service. At the outset, it would appear the estimable perspective would be one close to utilitarianism (what will the most people like), with little emphasis on deontology or virtue theory. As McDonalds locomote into the seventies leading them on a voyage around the world, these responsibilities and perspectives would have to adapt and flip rapidly to accommodate cultural changes and needs.Changes in Ethical Perspective as a Result of GlobalizationIn 1967, the first McDonalds restaurants opened in Canada and Puerto Rico. During this time of expansion, the McDonalds line was fully developed into a restaurant that can be recognized with its signature golden arches and bright red and white colorations of the building. The menu also presented an unwavering selection of hamburgers, cheeseburgers, soda pop, and French fries. As McDonalds expanded globally, it did so carrying the same rigid elements of marketing and selection that was originally offered at the start. Global expansion was going well, but cultural adaptation and ethical considerations are still several years away.The first sign from McDonalds regarding ethics or a reaction to corporate social accountability did not happen from their global expansion. In 1973, McDonalds opened the first Ronald McDonald House in response to aid ailing children from Leukemia. From here, social responsibility for McDonalds become apparent, but at a very slow pace (Our History-1973, n.d.).Cultural Issues within the G lobal OrganizationAmidst the seventies and moving into the eighties, environmental and ethical perspectives became more important. McDonalds however, did not become a leader in globalization as well as ethical considerations. Because of the rigidity of their constitute operation and offerings, they slowly were becoming an icon for unchanging American standards and unhealthy diet standards. In a weak attempt to stay strong and fresh, McDonalds began increasing their menu from the simple hamburger and cheeseburger to include also specialty breakfast items and a larger dinner menu. They still failed however to change their realize from canned and greasy fast food. The ethical rigidity of McDonalds failing to change their menu items would continue well into 1987 before the first fresh salad entrees would in the end allow them to slowly break their crusty perspective of factory-made food (Our History-1987, n.d.).McDonalds and the World-An Ethical PerspectiveThrough the nineties and in to the 21st century, a impertinent form of consumer was emerging. This impertinent creed of shopping known as ethical consumerism focuses in on supporting companies that have a proven track track record of healthy and environmentally supportive business practices. Even with menu enhancements and slight menu changes within the different cultural areas McDonalds had entered, this is an area they had not notwithstanding championed (York, 2006).In order to survive, corporate leadership knew they had a very steep challenge to face. In small steps, McDonalds slowly turned their behemoth steamroller of food service into becoming more environmentally conscious and green. They took on challenges from large organizations such as People for the Ethical Treatment of Animals (PETA) to change their beef and chicken production (Beef magazine, 2005). As the critics emerged, McDonalds faced charges of unhealthy menus and unsound environmental practices. McDonalds had to make a decision-keep wit h their out of date business plan and face ruin in the age of environmentally conscious companies, or find ways to introduce the needed changes into their organization.The march was slow, but over time, McDonalds found by making necessary changes to their organization, they were able to slowly gain back a market share of chase who recognizing their ethical and environmental changes, were once again willing to support their cause. The result was a healthier menu, diet and nutritional guides, and even environmentally sound cocoa and cups could be found within the walls of a typical McDonalds restaurant around the world (York, 2006). According to Reynolds (2011), McDonalds even prominently publicized their new image efforts through a new and fresh series of television advertising to focus on McDonalds community and environmental initiativesModern cross-cultural Perspective for McDonaldsMcDonalds has risen from one small drive-in restaurant with a menu consisting of 15 cent hamburger s, fries, and soda to a transnational company consisting of 33,500 local restaurants serving 68 million people in 119 different countries. Their current cultural perspective at the present time contains shape that Ray Croc could never have imagined in the middle of the 20th century. A mixture of utilitarianism (what would please most customers) and deontology (what is our CSR) seems to drive the corporate think tank and working(a) culture.McDonalds is an excellent example of how a company that was started with very simple goals expanded, faced legal, ethical, and moral pressures and challenges, and is still capable of making it to the top of biggest and healthiest fast food restaurant franchises (Minkin, 2012). One of the greatest obstacles to McDonalds was a rigid and unwillingness to change both image and perspective. Through the decades however, McDonalds leadership has met their community responsibilities and before long carries an accepted ethical and moral perspective.Refer encesAuthor Unknown, (2005, February). McDonalds eyes change in Poultry Harvest Method. Beef, 1. Minkin, T. (2012). Americas Top Ten Healthiest Fast Food Restaurants. Retrieved from http//www.health.com/health/ impulsion/0,,20435301,00.html Our History. (n.d.). Retrieved from http//www.mcdonalds.com/us/en/our_story/our_history.html Reynolds, J. (2011, June). McDonalds Activity to Promote Ethical Focus. Marketing Magazine, (3), 1. York, M. (2006, November). With the planet dying of. New Internationalist, (), 5.