Recent decennaries have seen the growing of companies in international concern. They undertake activities affecting cross boundary line minutess of goods, services, resources between two or more states. The phenomenon is officially known as globalisation which continues to turn due to several factors such the spread outing engineering in transit and communications, the remotion of international concern limitations by authoritiess, and hungriness of consumers for foreign goods and services.

Companies holding a world-wide attack to markets and production or with operations in more than a state are known by several names, like “ transnational endeavors, ” “ transnational corporations, ” or “ multinational companies. ” Included among the well-known transnational corporations runing in multiple national markets is McDonald’s Corporation.

McDonald ‘s is one of the universe ‘s largest concatenation of beefburger fast nutrient eating houses, functioning about 47 million clients daily. At one clip it was the largest planetary eating house concatenation, but it has since been surpassed by multi-brand operator Yum! Trade names ( KFC, Taco Bell and others ) and sandwich concatenation Subway ( Breitbart, 2009 ) .

Research Aims and Aims

The intent of this survey is to analyse McDonald ‘s as a transnational corporation and find the application of planetary leading accomplishments in its international operations. Specifically, replies to the following specific inquiries shall be gathered:

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1. How does McDonald ‘s Corporation operate in footings of international organisation, concern aims, functional countries, direction manner and company civilization, and communicating?

2. How is McDonald ‘s corporation perceived in related literature in footings of cultural competence, political competence, international competence, and usage of information engineering?

Academic Sources & A ; Methodology

The aim of the paper is to analyse the planetary leading accomplishments applied by McDonald ‘s Corporation as a multi-national corporation. This would imply a instance survey of this company and would include its corporate background and analysis of its operations

The information required to do this survey were collected from articles and stuffs related to the topic that were found online.

The qualitative research method was used in this survey because the intent is to look into thewhyandhowof planetary leading accomplishments, non justwhat, where, when. The chief method for assemblage was the reading analysis of articles found in different diaries and periodicals.


Harmonizing to Bhagwai ( 2004 ) , globalization has many definitions but it is the term “ used to mention specifically to economic globalisation: the integrating of national economic systems into the international economic system through trade, foreign direct investing, capital flows, migration, and the spread of engineering. ” The mainstream imperativeness has been utilizing the term since the latter half of the 1980s.

Two cardinal constructs in international human resource direction were expounded by Pucik and Saba ( 1998 ) . One is the construct of an expatriate director who normally fulfills international assignments across states and civilizations. The other is the construct of a planetary director who “ works across cross-cultural and cross-functional boundaries. ” Today, the latter is used more frequently as the figure of corporations with multi-country operations additions.

Global Leadership Skills

One of the great concerns of executives of transnational companies is planetary leading accomplishments. Khan ( 2007 ) says that to be effectual, a planetary leader must hold these nucleus accomplishments: cultural sensitiveness, diverseness direction, adaptability and invention, profitableness and productiveness direction, continuity. These involve, many other things, understanding and the credence of other civilizations, employment of people coming from diverse groups, maintaining gait with and accommodating to rapid alterations, avoiding losingss, and uninterrupted endurance and growing.

It is the consensus of CEOs and senior that there is demand for new cognition and accomplishments. Peters and Gitsam ( 2005 ) found in a planetary study that 76 % of CEOs and senior executives polled point out that senior executives must hold the necessary cognition and accomplishments to react to the challenges and chances of the twenty-first century. There are diverse tendencies to undertake such as resource scarceness, clime alteration, and making concern in emerging markets marked by poorness, corruptness and human rights misdemeanors.

This points to the important demand for the planetary company to hold the right scheme every bit far as its people are concerned. One is holding a choice system that enables it to acquire better people faster. Another is placing and fostering exceeding leading endowment that will make a high-performance work force.


Bartlett and Ghostal ( 2003 ) have identified four competencies in planetary leading, viz. , cultural, political, international systems, and usage of engineering.

To be culturally competent, leaders must understand their ain civilization and that of others, cognize the relevant issues, and appreciate working with others. One will confront quandary in a multi-cultural environment, like make up one’s minding demand to follow the orders of the parent company to carry through the planetary scheme or to accommodate to regional fortunes to hold local success.

A planetary leader is politically competent if he understands the geographical and economic deductions of political actions. He has a working cognition on different governmental constructions and decision-making procedures across national boundary lines

The internally competent planetary leader positions the universe as “ a diverse, heterogenous community, composed of different, financial, societal, political, economic, and communicating systems. ”

It is of import for planetary leaders to hold command of the usage of information engineering to make effectual relationships of cultural, political, and international apprehension.

Global leaders will ever be looked up to every bit far as the success of the corporation is concerned. To be effectual, they must be knowing and competent culturally, politically, internationally, and technologically.

To sum up, planetary leading accomplishments are needed to prolong the growing and profitably of transnational corporations. Their Chief executive officer and executives must hold accomplishments in cultural, political, and international competencies every bit good as proficiency in the usage of information engineering.


The survey is a brief analysis of the features of McDonald ‘s in the application of planetary leading accomplishments in its operations. The informations were gathered from articles in periodicals and diaries articles every bit good as related web sites that were retrieved from the cyberspace.

The failing of the survey lies in the fact that the informations were collected chiefly from secondary beginnings. It was besides limited by the handiness of relevant stuffs which was beyond the control of the research worker and the sum of clip he was able to set into the undertaking because of his other academic assignments.


This chapter covers the findings of the research worker in his effort to analyse McDonald ‘s as a transnational corporation and find the application of planetary leading accomplishments in its international operations.

For the first specific inquiry, the research found the undermentioned informations related to the corporation in footings of international organisation, concern aims, functional countries, direction manner and company civilization, and communicating:

International Organization – McDonald ‘s is a elephantine planetary foodservice corporate retail merchant. More than 32,000 eating houses, of 75 % are owned and operated by independent local business communities. These are spread over 117countries and function more than 60 million people each twenty-four hours. Some of its nutrients loved by frequenters are World Famous Fries, Big Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin. (, “ Geting to Know Us ” )

Approximately 2,800 employees provide a broad assortment of support maps to the eating houses through a web of divisional, regional and local-country offices. McDonald ‘s celebrated its fortieth twelvemonth of service in 2008. (, “ An American Icon Turns 40 ” )

The grosss of the corporation come from assorted beginnings. One is the gross revenues in company-operated eating houses and the other comes the rent, royalties, and fees paid franchisees. The big size of its operations can be seen from its grosss which reached US $ 22.8 billion and realized an operating income of $ 3.9 billion in 2007.

Business Aims – The concern way of McDonald ‘s is specific. It aims to be the universe ‘s best speedy service eating house experience. It wants to do each client satisfied with its outstanding quality, service, cleanliness and value.

Three schemes are implemented worldwide by the corporation. It does its concern to do it as the best employer of its people in each location, sees to it that each eating house manifests excellence in its operations, and insures that the organisation grows through invention and engineering.

Functional Areas – McDonald ‘s insures that optimal effectivity is maintained in each functional country of the concern, viz. , production, finance, selling, research and development, human resources, and disposal.

Materials are carefully selected to fabricate its merchandises. The same painstaking attending is given to the choice of equipment to enable its employees to supply first-class service to keep excellence in production public presentation.

A high public presentation in Finance is achieved by efficaciously commanding outgos in each eating house. All fiscal minutess are recorded. All fiscal paperss and studies are produced on clip.

Marketing the company and its merchandises is done through a assortment of activities. These include market research, advertisement, publicity, packaging, pricing and distribution.

The company maintains a go oning plan in Research & A ; Development. It undertakes surveies to analyze the demands and wants of its market mark. It has a go oning plan of presenting new merchandises and altering and bettering bing 1s.

The labour factor is an country of concern of the corporation in Human Resources. The right policies and processs are in topographic point for systematic enlisting, choice and preparation of the work force. The public assistance of the employees is assured with the execution of wellness and safety steps. A system is besides provided to manage differences, ailments, or grudges that may originate.

In Administration, the proper section maintains effectual communicating with the employees, undertakes all necessary certification, and maintain all related record.

Management Style and Company Culture – Two wholly different direction manners and company civilizations can be seen in the McDonald ‘s concern. McDonalds Worldwide shows a really bossy with a tall hierarchal construction and a function civilization. It is said that it is a typical large American company where occupations are really of import to employees. The function civilization found in McDonalds indicate that to the employees their occupations are really of import and they work hard to acquire promoted because big compensations are given on the higher places.

On the other manus, one can detect that McDonald ‘s eating houses are organisations characterized by a level construction and a individual civilization. The employees are involved in eating house service and there are no big differences in compensation. A really big figure of employees are normally low paid immature people, like working pupils. This makes forces developing a cardinal factor in the success of McDonald ‘s eating houses.

McDonald ‘s is evidently wining in holding different sorts of direction manner and company civilization. The planetary concern is nurtured by McDonald ‘s Worldwide while service to the ultimate client is handled by the McDonald ‘s eating houses.

Communication – An first-class occupation is being done by McDonald ‘s in pass oning with its populaces. Its ocular symbol is represented by a logo with a really colourful combination of ruddy and xanthous, the corporation ‘s colourss.

McDonald ‘s is really easy to happen off and online. Outdoor marks are found in high traffic locations. On the cyberspace, its website tonss rapidly, is non cluttered, and is easy to voyage. It provides all the information one needs with regard to the nutrient the eating houses serve and their locations.

Directors of McDonalds eating houses make full usage of computing machines and ICT non merely to maintain abreast of information but besides to command the eating house ‘s fiscal and merchandise facets.

The 2nd aim of this paper is to find how McDonald ‘s is perceived in related literature in footings of cultural competence, political competence, international competence, and usage of information engineering.

Cultural competence – An article entitled “ Embrace, Empower… Excel ” indicates McDonald ‘s officially acknowledged the significance of a holding diverse work force in the mid 1970 ‘s. It affirmed its committedness to this policy when the first official caput of diverseness was appointed in 80 to supervise a related plan that was launched in the U.S.A. and other states. ( “ Embrace, Empower… Excel ” )

McDonald ‘s trains its people to work with others who are different from themselves. This is done in seminars and workshops, which include subjects like “ GenderSpeak ” , Hispanic Career Development ” , “ Diversity & A ; Inclusion from a White Male Perspective ” , and “ Asiatic Career Development ” .

A figure of Employee Networks, arising out of our U.S. based central offices, are found McDonald ‘s. These include McDonald ‘s African American Council, Women ‘s Leadership Network, Working Mom ‘s Council, Young Professionals Network, Asian Employee Network, and Hispanic Employee Network.

Social duty is fulfilled partially by different McDonald ‘s plans. Healthy Turning Up encourage pupils from kindergarten through 3rd class to follow womb-to-tomb wonts of good nutrition, exercising, and positive self-pride. In Book Some Time Together, McDonald ‘s and the American Library Association promote households to read together through their local libraries.

A high public presentation civilization is supported by its gifted employees as mentioned in an article entitled “ Human Resource Strategy. ” The necessary procedures have been designed, tools provided, and cognition transferred to enable the leaders to keep concern public presentation. Directors besides undergo a comprehensive diverseness preparation to manage cultural differences efficaciously. ( Scribd, “ Human Resource Strategy ” )

The success of McDonald ‘s can be seen in its awards and accomplishments such as HR Excellence Awards 2009: Best Learning and Development Strategy – McDonald ‘s Restaurants and HR Excellence Awards 2007: HR Initiative “ The People Project ” .

Political competence – McDonald ‘s does a batch of equilibrating act in states hosting its eating houses. It has no pick but to run in ways that blend with its external environment in its host states. One can image this with the fact that the company derives about 80 % of its grosss from eight states like Canada, Brazil, Germany, France, Japan, UK, Australia and US. ( Vijayarani, 2005 )

A clear policy has been developed by McDonalds on how to cover with public issues. As a general regulation, no parts are given to any campaigner for public office, political parties, or political organisations. This regulation, nevertheless, is non absolute because the company is allowed to make it in certain instances where it is appropriate and redounds to the best involvements of the Company. (, “ Political Contributions Policy ” )

Company employees are non prevented from take parting as single citizens in the political procedure. However, they should non affect the company, utilize its resources, or force per unit area other employees to back up their private political dockets.

The political clime in a state where McDonald ‘s eating houses operate have an impact on its operations. One illustration is Russia where it showed a strong entry in 1990. This was non to last for a long clip because of conditions and elements in the populace sector notwithstanding the great appetency of the people for the new nutrient find. Prasanna and Rathore ( 2008 ) told us what happened when “ its growing was restrained due to Russian bureaucratism. ” ( Prasanna & A ; Rathore 2008 )

An illustration of a political issue created by the McDonald ‘s eating house concern can be seen when the agribusiness curate of Italy defended his sponsorship of McDonald ‘s all-Italian Burger in response to criticisms saying that local agribusiness would non be favourably affected by it. ( CBS, 2010 )

Government revenue enhancement has affected McDonald ‘s as it has done to other transnational corporations. The proclamation of new revenue enhancements imposed by the British authorities for net incomes earned on rational belongings rights abroad made McDonald ‘s to make up one’s mind to travel its central office from London to Geneva. ( Swiss News, “ British revenue enhancement hiking forces McDonald ‘s to Geneva ” )

International competence – McDonald ‘s Corporation has shown its international competence by following the right theoretical account that is appropriate where its eating houses are located. It collects ordinary franchise fees and selling fees based on gross revenues as a traditional franchisor. However, the company besides collects rent where it owns or leases belongingss on which McDonald ‘s franchises are located.

The concern theoretical account in the United Kingdom is different where 70 % of the eating houses are owned by the company. In this instance, the preparation of the franchisees and therrest is done at Hamburger University in Oak Brook, Illinois.

In New Zealand, McDonalds had repasts approved by the Weight Watcfhers. In return, the company used the Weight Watchers logo on its bill of fare boards. ( Lilley, 2010 )

Use of information engineering – McDonald ‘s Corporation is doing full usage of the information engineering.

In the United Kingdom, radio networking, PlayStation 2 picture games consoles, cyberspace terminuss, level screen telecastings and music pictures are being introduced into the bill of fare of McDonald ‘s fast nutrient eating houses to pull more clients.

McDonald ‘s Corporation late inked seven-year contract with a premier supplier for a full complement of IT substructure services, including mainframe, endeavor waiters, end-user computer science, and assist desk to back up more than 6,000 desktops. This is merely portion of the services spelled out in the footings of the contract.

A private networking site for more than 650,000 hourly employees in 15,000 locations in the United States and Canada known as StationM has been launched at McDonald ‘s. This enables its crew members to link with each other in their sole societal networking infinite merely like in (, “ Taking Cues from Facebook… ” )


Based on these findings, the research worker concluded that McDonald ‘s is executing rather good in footings of international organisation, concern aims, functional countries, direction manner and company civilization, and communicating.

The best patterns performed by successful planetary corporations can be found McDonalds. It has a decentralized organisations around the universe and a complete understand of its markets. Its planetary squad work harmoniously in chase of the company objectives.

McDonald ‘s is besides perceived in a favourable visible radiation on the mass media and the cyberspace as a planetary organisation that manifests the features of cultural competence, political competence, international competence, and effectual usage of information engineering


The universe keeps altering and supplying new sorts of challenges to transnational corporations. This makes it necessary for them to follow new schemes and new sorts of activities in order to last and turn in a changing concern environment.

McDonald ‘s will go on to thrive in its planetary concern by incorporating the leading accomplishments and proficient abilities of its executives to enable them to develop advanced thoughts on how to get by with the diverse conditions in the planetary market.

Another recommendation is for the corporation to extinguish the typical Western prejudice towards hapless states. The rule is to run in ways that take into history the outlook of people who are affected by the concern.

The corporation should besides do more attempts to develop native capableness. This refers to the enlisting and preparation of the locals to go planetary leaders which finally will redound to the best involvement of the corporation.


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Bhagwati, Jagdish ( 2004 ) In Defense of Globalization Oxford, New York: Oxford University Press, hypertext transfer protocol: // # cite_note-3 ( accessed 10 March 2010 )

Pucik, Vladimir & A ; Saba, Tania ( 1998 ) “ Choosing and developing the planetary versus the exile director: a reappraisal of the state-of-the-art ” Human Resource Planning ( accessed 12 March 2010 ) .

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Peters, Kai and Gitsham, Matthew ( 2005 ) ” Leadership accomplishments for the twenty-first Century ” Global Study Magazine ( accessed 16 March 2010 )

Bartlett, C. A. & A ; Ghoshal, S. ( 2003 ) “ What is a planetary director? ” Harvard Business Review ( accessed 16 March 2010 ), “ Geting to Know Us, hypertext transfer protocol: // ( accessed 18 March 2010 ), “ An American Icon Turns 40 ” hypertext transfer protocol: // american_icon_turns_40.html ( accessed 18 March 2010 ), “ Embrace, Empower… Excel, ” hypertext transfer protocol: // report/employment_experience/ inclusion_and_diversity.html ( accessed 19 March 2010 )

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hypertext transfer protocol: // ? McDonalds-Business-Analysis & A ; id=687438 ( accessed 20 March 2010 ), “ Political Contributions Policy,

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Prasanna, Sai & A ; Rathore, Rajendar Singh, “ McDonald ‘s in Russia ” ( 2008 ) hypertext transfer protocol: // % 20Global % 20and % 20Managing % 20Global % 20Businesses/GGL0044.htm ( accessed 22 March 2010 )

CBS, “ Italians Have a Beef With McItaly Burger ” ( 2010 Feb. 9 )

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Swiss News, “ British revenue enhancement hiking forces McDonald ‘s to Geneva ” ( 2009 July 3 )

Lilley, Ray ( 2010 ) “ Weight Spectators: Eat McD ‘s, lose weight, ” Associated Press, hypertext transfer protocol: // ( accessed 23 March 2010 ), “ Taking Cues from Facebook: Reacting to younger employees ‘ online wont, ” hypertext transfer protocol: // ( accessed 24 March 2010 )


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