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Should Ronald McDonald retire? / Craig E. Johnson.

By: Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781506325897 (ebook) :
Subject(s): DDC classification:
  • 658.408 23
Online resources:
Ronald McDonald is recognizable on a global basis as the clown face of McDonald's. When McDonald's came under fire following the documentary, Super Size Me, in which one man ate nothing but McDonald's food for a month to the detriment of his health, the company decided to change Ronald McDonald's image to portray a healthier lifestyle. However, this step was not sufficient for the watchdog group, Corporate Accountability International, who claim that McDonald's is wrongfully marketing unhealthy food to children under the guise of a healthy, balanced diet. This case asks readers to consider McDonald's ethical responsibilities and whether Ronald McDonald should be retired from marketing efforts once and for all.
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Originally Published in: Johnson, C. E. (2011). Should Ronald McDonald Retire? In Organizational ethics: A practical approach (2nd ed., pp. 363-364). Los Angeles: SAGE Publications, Inc. ISBN: 9781412987967.

Ronald McDonald is recognizable on a global basis as the clown face of McDonald's. When McDonald's came under fire following the documentary, Super Size Me, in which one man ate nothing but McDonald's food for a month to the detriment of his health, the company decided to change Ronald McDonald's image to portray a healthier lifestyle. However, this step was not sufficient for the watchdog group, Corporate Accountability International, who claim that McDonald's is wrongfully marketing unhealthy food to children under the guise of a healthy, balanced diet. This case asks readers to consider McDonald's ethical responsibilities and whether Ronald McDonald should be retired from marketing efforts once and for all.

Description based on online resource; title from home page (viewed on April 29, 2016).

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