Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges

Detalhes bibliográficos
Autor(a) principal: Fontenelle, Isleide Arruda
Data de Publicação: 2007
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Administração de Empresas
Texto Completo: https://periodicos.fgv.br/rae/article/view/36858
Resumo: This article discusses the challenges regarding the construction and deconstruction of boundaries and organizational identities in thepassage of the order society – and its notion of boundaries and identities – to the liquid modernity, based on fl uid forms. To illustrate such passage, a case study of McDonald´s Corporation is used, presenting the boundaries and organizational identities that it has established since it started as a small drive-in in the USA, until it became one of the most powerful global brands. It is assumed that McDonald’s represents the modern society business format, par excellence, of the order, that lasted along the twentieth century, what was determinant for the corporation expansion in the market. However, starting in the 1990’s, the Corporation has been criticized by business analysts and has assumed an “image crisis”. This paper suggests that such critic to the “McDonalds System” rigidity can be a sign of a broader transformation of the very social format that nourished and supported that fordist-based and standardized market model.
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spelling Construction and deconstruction of boundaries and organizational identities: McDonald's history and challengesConstrução e desconstrução de fronteiras e identidades organizacionais: história e desafios do McDonald'sOrganizational boundariesorganizational identitiesMcDonald’sbrandorder societyFronteiras organizacionaisidentidades organizacionaisMcDonald’smarcasociedade da ordemThis article discusses the challenges regarding the construction and deconstruction of boundaries and organizational identities in thepassage of the order society – and its notion of boundaries and identities – to the liquid modernity, based on fl uid forms. To illustrate such passage, a case study of McDonald´s Corporation is used, presenting the boundaries and organizational identities that it has established since it started as a small drive-in in the USA, until it became one of the most powerful global brands. It is assumed that McDonald’s represents the modern society business format, par excellence, of the order, that lasted along the twentieth century, what was determinant for the corporation expansion in the market. However, starting in the 1990’s, the Corporation has been criticized by business analysts and has assumed an “image crisis”. This paper suggests that such critic to the “McDonalds System” rigidity can be a sign of a broader transformation of the very social format that nourished and supported that fordist-based and standardized market model.Reflete-se sobre os desafi os da construção e desconstrução de fronteiras e identidades organizacionais na passagem da sociedade da ordem – com sua noção de fronteiras e identidades – para a modernidade líquida, baseada em formas fl uidas. Para ilustrar tal passagem, utiliza-se um estudo de caso da corporação McDonald’s, apresentando as fronteiras e identidades organizacionais que esta estabeleceu desde seu surgimento, nos EUA, até se tornar uma das mais poderosas marcas globais. Toma-se o McDonald’s como paradigmático do formato de negócios da moderna sociedade da ordem que perdurou no século XX, fator determinante para a expansão da corporação. Entretanto, a partir da década de 1990, a corporação passou a ser criticada por analistas de negócios, tendo ela própria assumido uma “crise de imagem”. Aponta-se que essa crítica à rigidez do “sistema McDonald’s” é sinalizadora de uma transformação mais ampla no formato social que alimentou e sustentou esse modelo de negócio, de bases fordistas e suportado por uma estratégia de padronização.RAE - Revista de Administracao de Empresas RAE - Revista de Administração de EmpresasRAE-Revista de Administração de Empresas2007-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.fgv.br/rae/article/view/36858RAE - Revista de Administracao de Empresas ; Vol. 47 No. 1 (2007): janeiro-março; 60-70RAE - Revista de Administração de Empresas; Vol. 47 Núm. 1 (2007): janeiro-março; 60-70RAE-Revista de Administração de Empresas; v. 47 n. 1 (2007): janeiro-março; 60-702178-938X0034-7590reponame:Revista de Administração de Empresasinstname:Fundação Getulio Vargas (FGV)instacron:FGVporhttps://periodicos.fgv.br/rae/article/view/36858/35630Fontenelle, Isleide Arrudainfo:eu-repo/semantics/openAccess2016-08-17T18:42:38Zoai:ojs.periodicos.fgv.br:article/36858Revistahttps://rae.fgv.br/raeONGhttps://old.scielo.br/oai/scielo-oai.phprae@fgv.br||ilda.fontes@fgv.br||raeredacao@fgv.br2178-938X0034-7590opendoar:2024-03-06T13:02:59.011321Revista de Administração de Empresas - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
Construção e desconstrução de fronteiras e identidades organizacionais: história e desafios do McDonald's
title Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
spellingShingle Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
Fontenelle, Isleide Arruda
Organizational boundaries
organizational identities
McDonald’s
brand
order society
Fronteiras organizacionais
identidades organizacionais
McDonald’s
marca
sociedade da ordem
title_short Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
title_full Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
title_fullStr Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
title_full_unstemmed Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
title_sort Construction and deconstruction of boundaries and organizational identities: McDonald's history and challenges
author Fontenelle, Isleide Arruda
author_facet Fontenelle, Isleide Arruda
author_role author
dc.contributor.author.fl_str_mv Fontenelle, Isleide Arruda
dc.subject.por.fl_str_mv Organizational boundaries
organizational identities
McDonald’s
brand
order society
Fronteiras organizacionais
identidades organizacionais
McDonald’s
marca
sociedade da ordem
topic Organizational boundaries
organizational identities
McDonald’s
brand
order society
Fronteiras organizacionais
identidades organizacionais
McDonald’s
marca
sociedade da ordem
description This article discusses the challenges regarding the construction and deconstruction of boundaries and organizational identities in thepassage of the order society – and its notion of boundaries and identities – to the liquid modernity, based on fl uid forms. To illustrate such passage, a case study of McDonald´s Corporation is used, presenting the boundaries and organizational identities that it has established since it started as a small drive-in in the USA, until it became one of the most powerful global brands. It is assumed that McDonald’s represents the modern society business format, par excellence, of the order, that lasted along the twentieth century, what was determinant for the corporation expansion in the market. However, starting in the 1990’s, the Corporation has been criticized by business analysts and has assumed an “image crisis”. This paper suggests that such critic to the “McDonalds System” rigidity can be a sign of a broader transformation of the very social format that nourished and supported that fordist-based and standardized market model.
publishDate 2007
dc.date.none.fl_str_mv 2007-01-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/rae/article/view/36858
url https://periodicos.fgv.br/rae/article/view/36858
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.fgv.br/rae/article/view/36858/35630
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv RAE - Revista de Administracao de Empresas
RAE - Revista de Administração de Empresas
RAE-Revista de Administração de Empresas
publisher.none.fl_str_mv RAE - Revista de Administracao de Empresas
RAE - Revista de Administração de Empresas
RAE-Revista de Administração de Empresas
dc.source.none.fl_str_mv RAE - Revista de Administracao de Empresas ; Vol. 47 No. 1 (2007): janeiro-março; 60-70
RAE - Revista de Administração de Empresas; Vol. 47 Núm. 1 (2007): janeiro-março; 60-70
RAE-Revista de Administração de Empresas; v. 47 n. 1 (2007): janeiro-março; 60-70
2178-938X
0034-7590
reponame:Revista de Administração de Empresas
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Revista de Administração de Empresas
collection Revista de Administração de Empresas
repository.name.fl_str_mv Revista de Administração de Empresas - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv rae@fgv.br||ilda.fontes@fgv.br||raeredacao@fgv.br
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