The first case that was very interesting to me was the McDonalds change story. The documentary of Super-Size Me of Morgan Spurlock demonstrated that can consuming their food for a month it is not healthy for anyone. Did the documentary had many effects to McDonalds’ customers ? Some people believe it did not ,but I found it very interesting that prior to the release of documentary McDonalds launched "Go Active", which gave customers healthier choices. Managers had no control over the impact of the movie but they were able to make some changes. In 2004, Jim Skinner took over as CEO he rapidly made some changes and when back to their traditional ways serving fast food with healthier choices and better customer services (Palmer , et al, 2009).
