C/B/611. Corporate Sustainability: McDonalds Corp.

This paper is based on the case study "McLibel: McDonald's goes to court in the UK" from Crane and Matten (2004), pp. 34-35. It is over ten years that the McLibel Trial between the World's number one fast food giant McDonald and two activists, Helen Steele and Dave Morris occurred, yet its significance has trickled down the years. This paper presents answers to the following tasks: Summarize the main criticisms levelled at McDonald's in the original McLibel case in sustainable development terms. Update the above case study describing how McDonald's has since responded to these and subsequent criticisms of its business practices? How would you evaluate McDonald's current performance as a corporate citizen? Can the fast food industry ever be sustainable from the point of view of the triple bottom line?