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McDonald's: Moving Towards a Fully Automated Future?
內容大綱
In late 2022, McDonald’s, one of America’s oldest and most iconic fast food companies, introduced a mostly automated store in Fort Worth, Texas. The only human employees at this store were in the kitchen and did not interact with consumers during the ordering or pick up of food. While some consumers liked this concept, it also received very negative reviews on social media, with some responses addressing the ethics of replacing human labour with robotics. The chief executive officer of McDonald’s had a choice to make: Should he listen to consumer complaints and make changes to the mostly automated store, or should he continue to move the company fully automated stores?
學習目標
This case can be used in undergraduate or graduate-level courses in introductory marketing and marketing management, retailing, and business ethics. After working through the case and assignment questions, students will be able to do the following:<ul><li>Assess the advantages and disadvantages of automation.</li><li>Evaluate consumer reaction to an innovative retail concept.</li><li>Determine how carefully a company should pay attention to consumer complaints.</li><li>Assess whether a company should phase out human employees in favour of automated systems or robotic employees.</li><li>Discuss the ethical implications of eliminating jobs in favour of robotics or automation.</li></ul>