Beneath the Golden Arches: The McDonald's Corporation [and] Teacher's Guide.

This teacher developed case study which surveys the meteoric rise of the McDonald's Corporation and that of its chief promoter, Ray Kroc, is intended to help secondary students develop an understanding of economics and of the decision-making process. A teacher's guide containing questions for discussion and suggestions for class activities is included. Students study a model corporation exclusively concentrating on a fast food operation and its development from a single company-owned store to a large predominantly franchised service operation. In the case study Kroc's motivation, salesmenship, and business acumen are traced. His interest in the fast food business and his eventual acquisition of the name, plant, and business operation of the McDonald brothers is discussed. The case surveys the early years of the Corporation, the growth years, management, marketing and advertising, job training, and social response. Through the case study students develop a working knowledge of the concepts of advertising, decentralization, expansion, management, franchise, market research, incorporation, personnel training, quality control, and mass production. (Author/RM)