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Prize winner
Magdalena Oberseder (WU Vienna (Vienna University of Economics and Business)); Elisabeth Goetze (WU Vienna (Vienna University of Economics and Business)); Anna-Maria Saupper (WU Vienna (Vienna University of Economics and Business)); Christian Wilhelmer (WU Vienna (Vienna University of Economics and Business))
Published in:
18 pages
Data source:
Field research


Christopher Meyer, the CSR manager of McDonald’s Austria, was depressed. The reason for his bad mood was a study showing that only very few McDonald’s customer had recognized the new green restaurant design reflecting the company’s environmental commitment. As if this was not enough, the report also suggested that customers did not perceive McDonald’s as a socially responsible company. Christopher Meyer is in charge of analyzing and solving the problem. He starts with listing McDonald’s CSR activities, structuring them according to McDonald’s stakeholders. Then he reads the study report in order to get an idea of the customer awareness of McDonald’s CSR commitment. That is when the case ends and the reader is asked to assume the role of Christopher Meyer to explore why the corporate and the customer perspective on McDonald’s CSR commitment differ. The reader is also asked to find a way for McDonald’s to cope with this situation.

Teaching and learning

This item is suitable for undergraduate courses.


Corporate social responsibility; Communication; Stakeholder theory; Stakeholder approach; Company vs customer perspective; Gap between company and consumers' view of CSR; Consumers' perception of CSR; Consumer behaviour; McDonalds


The events covered by this item took place in 2010.

Geographical setting


Featured company

Company name:
Fast food, gastronomy

Featured protagonist

  • Christopher Meyer (male), CSR Manager

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Awards, prizes & competitions

2014 - The Case Centre Awards - category winner

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