This is a poorly written and disjointed case study on the attempted revitalization of the McDonald's brand in the early 2000's.



This book reads as a loose collection of random thoughts, interspersed with a few sound and innovative business concepts. It appears as if the author was interviewed several times, the ego-centric interviews were transcribed, a few headings and chapter divisions were inserted, and then a few business concepts were listed and citations were added to give an air of academic legitimacy.



An editor's hand can bee seen often, where strong, well formed, and intelligent topic sentences are followed by poor paragraphs, filled with random thoughts or facts that are loosely connected. Unfortunately, the editors allowed this to go to print without a cohesive voice, and allowed the inclusion of erroneous information.



Do not waste your time or money on this book. This work has no academic value and does not have a place in business schools or on the shelf of any self-respecting business person.