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CONSUMER BEHAVIOR: A FRAMEWORK
CHAPTER 16 CASE
ebbed and flowed during the past thirty years. Corporate concerns have
the tools available to them were limited and in most cases permitted only
the country as a whole, mass media was not readily a partner in the battles
nuclear power industry following the Three Mile Island incident in the 1970s
Exxon Valdez accident in the 1980s are among the last successful national
social responsibility battles have been local skirmishes, such as the efforts
to save old growth forest in the Northwest and the blind cave pup fish in
Texas. These efforts have failed to attract national exposure.
responsibility clashes. With the expansion of the Internet and its connection
magnitude they are willing to spend the time and effort to create.
industrialized and emerging nation in the world - even the Catholic church in
inexpensive. A World Wide Web server can be purchased and loaded with
in their country. They printed a six-page fact sheet to inform anyone they
McDonald=s England sued the pair for libel. By its end in 1997, the trial had
become the longest running court case in English history. The case was
discussions of issues. The very slickly-done Web site now houses more than
1600 files of McDonalds= alleged social irresponsibility. Among other things,
its own Web site (www.McDonalds.com). Although the site contains typical
corporate files including investor and franchising information, the site also
contains a kids= section outfitted with animated pictures (at the time it was
prepared, this was not an easy process to build into Web pages), coloring
books, and other information targeted at younger Web surfers. Also, the
responsibility.@
information placed on a Web site is not reviewed for accuracy by anyone but
the site=s Web master or reviewers asked to examine the material as a part
search engines can garner 100,000 hits per month or more following only a
References:
1. This case was written by David L. Sturges and updated by the second
author.
Overseas Ears,@ The Wall Street Journal, September 26, 1996, pp. B6, B8;
and Geoff Dyer, ABrazil=s Evangelists Open the Portals of Heaven,@ The