Table of Contents CASE STUDY OF McDONALD....................................................................................................1 INTRODUCTION...........................................................................................................................1 Purpose of study.....................................................................................................................1 Importance of case..................................................................................................................1 Structure of case study............................................................................................................1 CONTEXT.......................................................................................................................................2 CASE STUDY ANALYSIS............................................................................................................4 1. Corporate Governance issues of McDonald company.......................................................4 Risk management issue..........................................................................................................4 The ethical issue.....................................................................................................................7 Corporate Social Responsibility.............................................................................................7 Board effectiveness issue.......................................................................................................8 2: Literature review................................................................................................................8 Decision making theory..........................................................................................................9 Business ethics theory............................................................................................................9 Pica theory..............................................................................................................................9 Legal elements......................................................................................................................10 3: Response of the company to the issues............................................................................10 4: Possibility of similar events happening in the UK...........................................................11 5: General lessons learned from the case.............................................................................11 6: Investment decision..........................................................................................................12 CONCLUSION..............................................................................................................................13 REFERENCES and BIBLIOGRAPHY.........................................................................................14
CASE STUDY OFMcDONALD INTRODUCTION Purpose of study McDonald has claimed that it has offered quality food products at an affordable prices but due to indulging in some incidents which brings lots of difficulties towards an organisation to achieve its desired goals and objectives. The recent incident happened in South Korea where burger meat was served due to which lots of people were suffering from health problems. Thus, it is more important to to study and analyse such cases of company that may harm their strong image in market.The project mainly emphasis on different scandal such as there is issue in quality of French Fries. For manufacturing French Fries, company collect potatoes from specified farmers. Due to environmental chances, potatoes get damage in this as adverse effects on quality of French Fries. So manager take corrective action to safeguard quality of potatoes in warehouse.Theprojectalsoconcentratinganeffectivewaysthatwillhelpcompanyin overcoming such issues and stable their market position for longer period of time(Afrifa and Tauringana, 2015). Importance of case McDonald is well established American fast food restaurant chain in terms of generating revenues. They are serving more than 69 million customers on daily basis in more than 100 countries through having 36900 outlets till the year 2016. At present times, there are lots of issues which are faced by McDonald due to poor quality of food products due to which their market image get much affected in adverse manner. For this, an organisation must required to implement corrective steps and actions in order to overcome from such issues. Structure of case study First problem: What are the main corporate governance issues within given under case? Second problem:What does the theoretical, academic, professional or legal literature/regulation say on these issues?Were such events or features of your case consistent with or in contrast to the theoretical, academic, professional or legal literature/regulation? Third problem: If the company/organization addressed these issues, was the response appropriate? Did it address the fundamental issues at stake? If a response has yet to emerge, what would you expect a suitable 1
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response to be and why? Fourthproblem: Could similar events happen again in the UK today? Why? Do you think the current system of corporate governance and accountability in the UK is sufficient to deal with these issues? Fifth problem: What were the general lessons learnt from this case? What have you as a student learnt about governance, risk and ethics from this case? Sixth problem:Would you invest in this firm? Give the reasons for your decision. CONTEXT McDonald is well-established American fast food company which were founded in 1940 as a restaurant by Richard and Maurice McDonald in US.In terms of earning revenues, McDonald is become world's largest restaurant chain which are currently serving to approx. 69 million customers in more than 100 countries on daily basis. It has operated over 36900 outlets at the end of 2016.McDonald is more popular for serving hamburgers. In addition with this. Cheeseburger, chicken products, French fries, soft drinks etc. are included in their offerings. As per BBC report published in 2012, McDonald is become world's largest private employer with 1.9 million workers, 1.5 million of whom work for franchises(Azim, 2012). (Source: Corporate government structure of McDonald's, 2018) As per the above mentioned chart it has been concluded that corporate government structure of the McDonald's has different departments which play vital role for the development and success of organisation. Chairmen of the board play effective role in arranging sufficient 2 Illustration1: Corporate government structure
amount of money for maintaining daily basis transaction appropriately. Corporation's Board of director of McDonald's is entrusted with and liable for the oversight of business affairs and assets of company in a fair, honest, ethical and diligent manner. This board has more believed that good corporate governance is a journey not a location. Therefore, they are committed to reviewing theirgovernanceprinciplesorvaluesatleastannuallywithanopinionticontinuous improvements. The incidents or issues arising within an organisation will be successfully analyse with the help of its corporate governance structure. The corporate governance structure is considered as most important and applicable by an organisation such as McDonald in order to achieve desired objectives. Above mentioned picture demonstrates the corporate governance structure of McDonald. There are majorly four issues faced by McDonald have been spotted out within the case study which enable management of McDonald to analyse and take further corrective actions to resolve. Description of Key Events Scenario 1:This case is related with contaminated food which negatively affects the health of customers. In this case, an incident had occurred in South Korea where the customers consume budget meat served byMcDonald and after which lots of customers are founded unhealthy. Out of such customers, one child has found which was suffering heavily due to which her mother claimed that her child has suffered permanent kidney failure. Apart from this, there are other incidents as well related with poor quality food products. This all incidents has negatively impact on the strong image of McDonald in competitive market. In the context of such issue, the Decision making theory is required to be applied on the basis of which McDonald has mainly focuses on improving the process of producing quality food products. It enable an organization to re-attain their strong image in competitive market (Blanchard and Peale, 2011). Scenario 2:This is the another case which were happened in 1990 related with French Fries.McDonald has claimed that they have using vegetable oil in cooking French fries but later on, it has been found after raising voice by some customers that company has uses beef oil in process of cooking food products. Due to this, the court implement strict actions against the company. The law suit ended in 2002 resulting McDonald had make payment of $10 million dollars as a penalty. This case is related with misrepresentation due to which the company had faces huge loss in their profits and customer base as well. Along with this, brand image of 3
company also get affected in adverse manner. In the context of such issue, Business ethics theory may be a better option to apply which directs an organization to identify their moral duty and social obligations towards society. It assist McDonald to think for the betterment of society through adding quality and healthy ingredients in their food products. Scenario 1:This is the case in which another incident was happened withMcDonald related with the quality of their food products. Two teenagers which consumes McDonald's food products on continuous basis has claimed that McDonald has damaged their obesity. They both get supported by two Bronx Franchise in raising their issue against an organization. They have issue with company that the workers of McDonald were not giving sufficient information about health risk associated with the meals provided by them(Brower and Mahajan, 2013). Due to this, they are freely consuming and after which suffered from various health related issue. In against of such victims, the lawyers of McDonald replied that the person must required to know first that what ingredients are added in food products such as Hamburgers and French Fries. In context with such incident, Pica theory is more beneficial to apply which states that consuming inappropriate mixture of nutrients food products affects the health of people. Due to this, such theory should required to apply in order to resolve such issue. CASE STUDY ANALYSIS 1. Corporate Governance issues of McDonald company McDonald is well-established food chain of UK company which has operated multiple number of outlets in more than 100 countries. The UK government has formulated rules and standard for an organization called as corporate governance which is compulsorily required to be followedbyeveryorganizationoperatingtheirbusinessoperationsinUnitedKingdom. Corporate governance describing guidelines and standards which has made by government with an objective of giving proper guidance and direction to an organisation regarding operating business in more effective and ethical manner and restrict them not to indulge in any fraudulent activities in the market so that the interest and behaviour of community are protected(Clampitt, 2012). Risk management issue Risk is associated with every business organisation irrespective of the fact whether performing business operations successfully in the competitive market. It is uncertain which are 4
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occur at any time thus it is required for an organisation to ready with their plans and policies in advanced so as to cope with future uncertainties in an effective and efficient manner. Risk management standards were not followed by an organisation of UK until some scandals or incidents has been occurred in 2000 in which lots of companies are involved such as Enron, Tyco and WorldCom. Such incidents had made huge impact on the course of the Sarbanes-Oxley Act, 2000 and in the year 2004, the committee of sponsoring organisation had formed enterprise risk management ( ERM) framework in order to deal with the uncertainties. ERM includes the strategies and methods formulated by an organisation with an objective of managing risk and grab an opportunities which drives them to achieve growth and success in competitive market world. ERM provides a framework for risk management which includes the process of identifying risk events, assessing their impact on business operations, determining strategy and monitoring activity in order to achieve positive result(Crane and Matten, 2016). Through addressing risk and opportunities, the business organisation are able to protect andenhancethevalueoftheirstakeholderswhichincludesowners,employees,society, customers etc. ERM covers all aspects which enable companies to manage their risks through providing a basis for their best function. Risk management model: Such model includes various aspects such as identify, analyse, treat, monitor and report which enable management of McDonald to focus and according to which prepare a corrective action plans in order to overcome issues which affects their strong brand image in competitive market. Such aspects has make individual impact on the stakeholdersrelations with the management of an organisation. Such elements are given as below: Identify:Identification is the very first element. According to theCuomo, Mallin and Zattoni (2016) it is the responsibility of an organisation to first identify the needs of stakeholders which includes customers, society as a whole. In the case of McDonald, an organisation failed to serve quality products in the market due to which losing trust from their targeted customers. Due to adding unhealthy ingredients in food products it directly affect the health of customers due to whichthecompanyhasfacedlotsoflegalconsequences.Thereforeitisessentialfor management of McDonald to identify which ingredients affects a lots to the health of customers so that further actions will be made torestrict the usage of such ingredients at the time of cooking food products. Apart from this, there are lots of other case as well which are pointed out 5
earlier which requires proper strategies and plans to resolve as soon as possible so as to protect band image in market. Analyse:It is the key factor which help in understanding the preferences and priorities of stakeholders' needs and requirements. According to the Dawson and Grill (2012)an organisation must required to focus on enhancing the satisfaction level through offering them quality food products which affects their customer's health in positive manner. For this, the management must required to first analyse the impact of ingredients used in producing food products and according to whichmake decisions regarding adding or removing particular ingredients in the production process. Therefore, McDonald should always give their maximum efforts in acquiring latest equipments and injected healthy ingredients in their fast food products.McDonald if failed to maximise the satisfaction level of targeted customers and recognized the priority of needs of their stakeholders then it has faces the own risks. Treat:According to theDevinney, Schwalbach and Williams (2013)an organisation must required to prepare suitable plans and policies in order to treat their stakeholder in an effective and efficient manner. Therefore there is need for McDonald to focus on such factor which help in maximising the satisfaction level of customers through giving them better treatment by offering quality foods and services at their outlets. IfMcDonald failed to pay attention on its stakeholders and continuing to provide food products contain harmful contaminants then the same actions are also be observed from the side of stakeholders. Monitor:According to theGordon(2015) an organisation must required to monitor the process of producing food products and eliminate such harmful ingredients so that the health and lifestyle of their targeted customers are not get affected. As discussed under second case, it has found that the company has using beef oil and communicate people about using vegetable oil due to which the trust and loyalty of customers are much get affected. For this, the affected customers raised their voice against an organisation which harm the strong image of McDonald among their rivals. Therefore, to re-attain the confidence of their targeted customers, the management of an organisation must required to consider their views and feedbacks according to which corrective action will be made. Report:Thelastaspectofriskmanagementmodelisthereportinwhichthe communication has been made between an organisation and stakeholders.Hartman,DesJardins and MacDonald (2011)stated that identification of problems and minimises the risk in near 6
future, an organisation must required to give more efforts in making an effective communication with their stakeholders. It is essential for an organisation such as McDonald to discuss and communicate its plans and policies regarding enhancing the quality food products with their stakeholders so that they can give their maximum efforts in utilising available resources in the process of producing wide variety of food products. This will help in gaining confidence and support from their stakeholders which with further help in analysing the future uncertainties in the competitive market. It can be clearly seen and identified that risk management model will help McDonald in resolving issues relating with the food products. Such model help in achieving loyalty of targeted customers and able to retain with company's products for longer period of time. The ethical issue Every organisation is ethically responsibility to provide standard quality of food products and services to the people so as to maximise their standard of living. The ethical corporate governance issue refers to the plans and policies made by an organisation in order to improving the process of their production and distribution process so that maximum quality of food products can be served to their targeted customers. For this, McDonald are required to take actions in order to tackle the growing burden of obesity and NCDs in the country. Investment in adoption of innovation and development of interventions which can improve nutrition in a cost effective, sustainable way. Offering quality food products with healthy ingredients is the only way that will help in attaining strong competitive image in market world. For this, the management are required to first the identify the ingredients used in their food products that harms the health of their targeted customers and on the basis of which take an effective decision in order to stop the Usage of such ingredients and testing the foods before serving. In addition with this, unethical issue involved charging high prices, misbehave with customers while serving, unhealthy environment at outlets etc. This all create negative impact on the interests and loyalty of customers due to which an organisation may lose their loyal customers(Hartmann, 2011). This requires adequate support from the staff which facilitate customers in maximising their level of interest and buying behaviour towards products and services offered by McDonald. This is in contradiction with the US codes which states that serving quality food is ethical responsibility of every organisation thus do not indulge in any unethical activity which can harm the reputation of an organisation. 7
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Corporate Social Responsibility According to theHernández-Jover and et. al. (2012)described that Corporate social responsibilityistheconceptofmanagementinwhichtheinterestofsocietyandother stakeholders integrate into the account of business operations so as to maximise their level of satisfaction. It is considered as most effective responsibilities which is required to adopt by an organisation such as McDonald so as to maximise the standard of living of people as well as maintaining good relations with them. For this, an organisation developed various plans and policies with an objective of creating positive impact on the different social and environment well-being. It gives an opportunity ton an organisation to create strong social image in the market which support them to run business for long run. McDonald are very much responsibility towardsthesocietywhichconsistsofeconomicresponsibility,ethicalandothersocial responsibilities. The first scenario of McDonald pointed out the poor quality and unhealthy food products due to adding up contaminated ingredients in the food products. This negatively affects the health of targeted customers. Similarly the second scenario states that wrongful information are provided to its customers regarding the ingredients used in process of producing food products. This will affects the social image of McDonald in market. Therefore, it required McDonald to focus on quality so as to maximise the health of their targeted customers and build good image in market(Hillstrom, 2012). Board effectiveness issue The effectiveness of managerial board at McDonald plays an important and crucial role in giving proper direction to the overall business of an organisation. It has been clearly identified that the customers are extremely disappointed with the quality of products offered by McDonald. Customers demanded to stop the Usage of unhealthy ingredients in their food products so as to protect standard of living of people. In the second scenario, it has been identified that McDonald has uses beef oil and communicates wrong information to the people that they are using vegetable oil. Therefore, it is the responsibilities of management board to implement strict rules and regulations to their staff members so as to add ingredients in food products after having appropriate knowledge about such ingredients. For this, it is important to recruit skilled and experienced cook who knows which ingredients are healthier and which are not. It also required to test the food products before serving it to the customers so that the impact of food products can be easily identified. For this, it requires adoption of updated techniques and equipments 8
which assist the management in analysing the effectiveness of their produced food products. It requires change in leadership so that the food are serving after testing properly through processing food products into different stages(Hooker, 2014). 2: Literature review As clearly mentioned above case study, McDonaldhas breached the norms of its corporate governance. According to theHumphrey (2012)stated that an organisation must required to think for the betterment of their stakeholders under corporate governance through maximising the standard of living. It is essential for an organisation to act in an ethical way so that the loyalty and trust of customers are easily gained which drives in achieving future growth and success. As per the above mentioned case study, McDonald has failed to meet the norms of the corporate governance due to which its has been faces lots of negative consequences in the market. Decision making theory According to the first case study mentioned above, McDonald is facing issues related with poor quality of their Fast food products thus application of such theory is must in order to deal with such issue in more effective and efficient manner. According to such theory, the management of McDonald are required to make an effective decisions and suitable plans after considering the views and perceptions of targeted customers related with the quality of their offerings. For this, research is required to be conducted in which secondary method is beneficial to adopt in order to gather relevant information within minimum time and cost. This will enable management to know what are the main issue that their customers faced with their offerings so that further action to be implemented to enhance the quality of product and promotional tools (Lam, 2014). Business ethics theory In the second scenario,McDonald states wrong information about the ingredients used in their French fries due to which the health of their customers get affected in adverse manner. Therefore, an organisation must required to maintain high business ethics and conducts its business with high ethical standards. They must required to conducts its business with high integrity, honesty and fairness towards its customers. For this, it is must required to adopt various promotional tools in order to market their fast food products in which all the informations related 9
with the ingredients used in their products are properly communicated so that the customers are become aware about their consumption and on the basis of which took decision regarding buying their products. Pica theory In the third scenario, two individuals are suffered from obesity due to consuming multinationals foods products from last many years. Due to this, they both are suingMcDonald to not provide them sufficient information about health risk associated with their meals which cause health related problems and issues. In such situation, Pica theory is applied in which the an individual prefer to consume inappropriate mixture of nutrientsin their body instead of consuming healthy eating. Therefore, in this case there is no role of McDonald in their issue thus can be easily overcome from such issue(Law, 2011). Legal elements The Food Safety Act, 1990, Food and environment protection act 1985,, Food safety and hygiene (England) Regulations, 2013 ate such legal bodies which are made by UK government for the protection of people from unhealthy food products offered by an organisation. These legal terms have framed by the government authorities and legislative body of UK. According to Food Safety Act 1990, an organisation are liable to provide healthy and quality food products which includes no harmful substance and ingredients so that the satisfaction level and standard of their living are maximised. Therefore, it binds an organisation to perform legal steps according to the rulesandregulationsmentionedundersuchActs.BusinessProtectionfromMisleading Marketing Regulations 2008 is another act which states that an organisation are liable to provide true and accurate information about their offerings through using different marketing tools such as TV advertisement, social media, company's official website etc. As mentioned in second scenario, McDonald has claimed of using vegetable oil but later on found that it has used beef oil thus such wrongful information brought them negative outcomes. Therefore, UK government has implemented various remedial actions to secure the interest and health of customers. Above mentionedactsclearlydescribedtherulesandregulationthatmustbefollowedbyan organisation so that loyalty of customers remain exist with the companies(McDonald and Styles, 2014). 10
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3: Response of the company to the issues Focusing on quality:It has been analysed that the offering of McDonald are not upto the expectations of customers due to which negative reaction are received by the people. As discussed in the above case study, an organisation failed to offer quality products and true information about the ingredients used in production of fas food products which causes health related issues with their targeted customers. For such discussion, it has been articulated that an organisation must required to focus on quality so as to enhance the standard of living of people. Recruiting and Improving relations with skilled and experienced staff members:The employees are considered as an asset of an organisation whose efforts and contribution decide the future growth and success. According to the above given case study, quality issues and misrepresentation of products are identified which requires specific knowledge and skills of employees to produce food products(Mensah and Julien, 2011). Therefore it is essential for McDonald to attain staff members having proper knowledge about using ingredient along with their impacts on health of people. In addition with this, adoption of marketing tools in order to provide true information about the ingredients used in their fast food products requires a good relation with the employees. Therefore, it is important to recruit experiences employees and build healthy relation with them through conducting motivational programs for them such as training and development, rewards, bonus salary etc. 4: Possibility of similar events happening in the UK There are various similar events as well which are occurred in not only in UK but also in Chins and other countries as well. For example, It has been found with the help of a reporter of Dragoon TV that employees of McDonald were founded picking the meat off the ground that has been dropped and continuing to use it in the process of production where the rest of the meat are using with the bare hands of employees. Therefore, all such cases makes negative image in market due to which the sales figure of products also goes down. Thus, it requires to adopt CSR which directs an organisation to work for the betterment of the society and achieve loyalty from them. This will decreases the chances of arising such situations once again in near future if all codes, legislations and regulations of UK frame work are properly followed by an organisation. The current system is inappropriate to deal with the issues that have been continuously arising in the country against McDonald. The current system of corporate governance of the UK and its accountability is relaxed and flexible in nature. For example, the legislation of UK states that 11
corporate governance should be self-regulated. However, this flexibility can lead to adverse situations. Key changes have been made in the UK Corporate Governance Codes but they are still not enough to ensure that similar events will not be happening in the future(Pugliese, Nicholson and Bezemer, 2015). 5: General lessons learned from the case After reading and analysing the above mentioned case study, there are lots of things that I have learnt. The case study helped me a lot regarding acquiring sufficient knowledge about McDonald and helped in understanding their struggles towards the quality of their offerings. The analyses helped to study three scenarios and scandals which have been occurred along with their reasons and outcomes received by an organisation. It has been also seen different theories which are used to resolve all issues related with given three scenarios happened in McDonald. Such theories helped me a lot in acquiring knowledge about solving issues of corporate governance, risk and ethics. In addition with this, such analysis also help me to gain knowledge about the UK regulatory framework which play an important role in directing business organisation to operate business in an appropriate manner. Unethical behaviour of McDonald such as offering poor quality products to the customers have also been properly understood. The literature review helped me to understand the legal laws of UK such asThe Food Safety Act, 1990, Food safety and hygiene (England) Regulations, 2013 and other corporate governance act related with food products.Afteranalysingabovecasestudied,Ihaveacquiringtheknowledgethatan organisation can achieve social image in market only when they provide quality products and services along with the communication of accurate and true information related with the ingredients used in production process to the public. The possibilities of the company to face similar event in UK helped me to learn valuable lessons. 6: Investment decision The entire case study and its proper analysis help management of McDonald to make an effective decisions and suitable plans in order to prevent issues which are currently faced by an organisation. McDonald is become higher earned revenue food organisation which can affected due to such issues claimed by the customers related with poor quality of food products. The corporate governance issues, theories and codes were become more helpful to decide whether an organisation need to invest or not. The issues mentioned above brings negative impact on the 12
market image of McDonald due to which the loyalty of regular customers gets affected. To solve such issues and re-attain the trust and confidence of their customers, the management is must required to invest in different business operations(Trong Tuan, 2012). For example, recruiting skilled and knowledgeable employees who knows what to serve to the targeted customers, acquiring latest testing equipments which brings out the impact of food products on health etc. An organisation also requires to follow codes, legislations and regulations of UK framework. In addition with this, investment in adoption of promotional activities so as to help people in acquiring sufficient knowledge about the nutritions and carbohydrates present in company's fast food products so that they will decide whether to consume or not. This will decreases the obesity which are suffered by customers. CONCLUSION It has been concluded from the above project report that an organisation must required to focus on quality so as to maximise the satisfaction level of their targeted customers. In the present report, there are three case studied which clearly shows that poor quality in their offering and lack of information regarding the ingredients used in foods products makes negative impact on the health of customers. Therefore, McDonald need to analyse how corporate governance, risk management, ethics and various theories helped them to resolve all issues. It also requires company to invest funds in acquiring latest equipments and human resources so that quality products and services will be served to customers in more effective and efficient manner. 13
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