Questions for Case : McDonald’s: Build your own burger- Social co-creation as recipe for success

1. Define involvement theory. How does the ‘involvement state’ influence consumer’s purchase decisions? Explain this in terms of the case.
2. How did regular consumers with low emotional involvement create a dilemma for McDonalds? What strategies were used to address this?
3. What influences consumer spending? Explain your response by referring to two internal and two external influences and specific examples from the case

 The case study analysis report should be no more than 1500 words and is due in Week 4 on the day of your class. The case analysis should cite at least five academic articles. Harvard referencing is to be used. The use of creative thinking, current examples and the evaluation of a variety of outcomes is actively encouraged and will be rewarded. Penalties will be applied to students who merely re-state the theory from the case or course text.

The case study should include:

 Introduction of case and key theory issues, including additional research.

• Discussion of each question relating to the case
• Summary of key findings, issues relevant to the case
• Appropriate presentation style, proper citations, and sound logic.
• Please refer to the Feedback Report
• An answer to each of the three questions relating to the case. Clearly label each question you are answering.
• Summary of key findings, issues relevant to the case
• Do not write in the first person. This is a Business report. Use the third person ie “This report….”
• DO NOT copy direct phrasing from the case to explain your answers. This is NOT a comprehension exercise.

The Case Study should be written in 12-point font with 1.5 line spacing and 3cm margins. Headings 12-14 Pt Arial or Tahoma style – bold. Pages will be numbered. The word limit excludes title page, contents page, reference list and appendices.