The McDonald's Corporation is not only the largest system-wide sales service in the world, it is a phenomenon in its own right, and is now recognized as the most famous brand in the world. By providing a detailed analysis of the extent to which the McDonald's Corporation adapts or imposes its labour relations policies in Europe, this volume represents a real life case study revealing the interaction between a global multi-national enterprise and the regulatory systems of a number of different European countries. Key features include: * an overview of the McDonald's Corporation's development and structure * an analysis of its corporate culture and the issues of franchising * an examination of key union strategies, including systems of co-determination, consultation and collective-bargaining* a chapter dealing specifically with European legislation, in particular the McDonald's European Works Council The author systematically analyzes the conflict between the McDonald's Corporation and the industrial relations systems of the European countries within which it operates, and exposes this conflict as an 'unequal struggle' between economic liberalism and collectivism.
Author(s): Tony Royle
Edition: 1
Year: 2001
Language: English
Pages: 256
Book Cover......Page 1
Half-Title......Page 2
Title......Page 5
Copyright......Page 6
Contents......Page 7
Figures and tables......Page 8
1 Liberalism, collectivism and the multinational corporation......Page 9
In the ring: liberalism versus collectivism......Page 12
Regulating employment rights in multinationals......Page 15
Clarifying some concepts......Page 18
Research issues and questions......Page 19
Outline of the book......Page 21
2 Welcome to Big Mac......Page 24
From small acorns…......Page 27
Enter the salesman......Page 30
Exporting ‘McBurgers’......Page 32
The problems of international expansion......Page 35
Structure and organisation in the European market......Page 38
3 The corporate paradox......Page 43
The growth of the franchise......Page 44
The McDonald’s franchise system......Page 45
Outsiders and insiders......Page 48
‘Traitors within’: the McDonald’s Operators Association......Page 50
Imposing uniformity......Page 53
The distinction between the franchisee and the company restaurant manager......Page 54
Capital expenditure, marketing and small contracts......Page 56
Franchisees: working the employees harder?......Page 57
Appointment, promotion and training......Page 58
Staffing levels, pay and conditions......Page 59
The franchise operator: employer or employee?......Page 60
McOrganisation......Page 64
McWork......Page 66
Managing control and consent at McDonald’s......Page 69
Managing subjectivity......Page 71
McCulture......Page 76
Explaining labour turnover......Page 78
Part-time work......Page 80
Workforce characteristics......Page 83
Foreign workers......Page 84
‘Coasters’ and ethnic minorities......Page 87
Disabled workers......Page 88
Previous work experience......Page 89
Recruited acquiescence?......Page 90
McDonald’s and the unions in North America......Page 93
It’s cold outside: McDonald’s and unions around the world......Page 96
Trade unions and collective bargaining in Europe......Page 97
‘Do it your own way’: the UK and Ireland......Page 103
Unions in the centre: Germany, Austria, Belgium and The Netherlands......Page 105
Unions in the south: France, Spain and Italy......Page 111
Unions in the north: Denmark, Finland, Iceland, Norway and Sweden......Page 113
Explaining low union membership......Page 117
Management attitudes towards unions......Page 118
Franchises: the benefits of small operations......Page 121
Workforce characteristics and workers’ attitudes......Page 122
It’s not always high turnover and young workers......Page 123
Explaining variation in union membership levels......Page 125
Understanding ‘participation’......Page 127
‘McParticipation’......Page 130
Germany......Page 132
Austria......Page 136
Denmark......Page 137
Sweden......Page 139
France......Page 141
The Netherlands......Page 146
Spain......Page 149
Italy......Page 152
Re-regulating statutory worker representation......Page 154
7 For a few dollars more......Page 158
McDonald’s ‘performance’ pay system......Page 160
Comparing basic pay......Page 161
Overtime and additional rates for unsociable hours......Page 170
‘For a fistful of dollars’: executive pay......Page 173
Probation period and notice for dismissal......Page 174
Holiday entitlements......Page 177
Conclusion and discussion......Page 179
8 Where’s the beef?......Page 185
The EWC directive......Page 186
Establishing the McDonald’s EWC......Page 187
Who is an ‘employee’ representative?......Page 189
Electing the ‘employee’ representatives......Page 191
Electing the German EWC representative......Page 193
EWC meetings and agendas......Page 195
The second meeting: amending the agreement......Page 196
The amended agreement......Page 198
The third meeting......Page 199
Inadequate sanctions?......Page 200
The EWC as an unrepresentative and ineffective ‘talking shop’......Page 201
Reviewing the findings......Page 205
Promoting the cause of economic liberalism?......Page 215
Economic liberalism, European industrial relations and convergence......Page 217
The unequal struggle?: collectivism versus the ‘McRegulation’ of society......Page 220
Why undertake a comparative study?......Page 224
Gaining access......Page 225
Establishing and developing other research contacts......Page 227
The problems associated with direct observation......Page 228
Reflexivity and reactivity......Page 229
Some methodological issues......Page 230
Notes......Page 232
References......Page 236
Index......Page 250
