AN ANALYSIS OF MCDONALD’S CORPORATION FROM MODERNIST AND POSTMODERNIST PERSPECTIVES

Abstract

Purpose: The purpose of the paper is to investigate McDonald’s Corporation and its social structure, environmental influence as well as it’s relationship between the modernist and postmodernist perspectives.  The study attempted to discuss both the modernist and postmodernist perspectives as well as examined McDonald’s Corporation’s various technological innovation of food assembly to draw conclusions. Design/Methodology/Approach:  Data was collected mainly through literature review on both modernist and postmodernist theory in order to understand the complexity of organizational culture, operation and leadership followed by linking them with the management of McDonald’s Corporation.  McDonald’s Corporation was chosen due to its global recognition and their management, marketing style along with profit and financial analysis that have been relevant to both scholars and practitioners.  Results:  The result have supported and with a conclusion that McDonald’s Corporation, like other large organizations follows modernist approach in order to secure their efficiency in production and administration, but at the same time their marketing approach is more of a postmodernist in relations to their cuisine, hyper-reality in franchised restaurant. Originality/Value: The current study is based mainly on modernist and postmodernist perspectives theories as well as secondary data collection from annual reports and peer reviewed scholarly articles of McDonald’s Corporation.