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McDonald's Japan (B): A Crisis of Trust
內容大綱
This case is a supplement to 9B15M083. In February 2015, the sales of McDonald’s Japan had continued to slide, despite the implementation of new pricing and the introduction of new food items. The company posted a loss for 2014, citing costs in dealing with the Shanghai Husi debacle and the impact it had on sales. However, numerous reports of foreign objects in McDonald’s food items had resulted in the loss of consumers’ trust. How should the expatriate CEO rebuild the company’s position in the Japanese market?
學習目標
This case is intended to be used in an international management course or in an international segment of a strategic management course. It may also be used to teach crisis management and risk management. Students will:<ul><li>Consider crisis management in international situations.</li><li>Gain an appreciation for the differences in expectations that societies have for companies and how companies relate to, and communicate with, the public in different cultural/societal environments.</li><li>Consider the pros and cons of having an expatriate leader and learn how to handle local socio-cultural sensitivities of which the expatriate cannot have a full understanding.</li></ul>