McDonald's Korea introduced a new menu called 'Fresh Plus' in 2004. The purpose of this new menu is to improve the company's junk food image underlying the customer's perception. 5 months have past since the product was first introduced in Korea. The objective of our research is to find out whether 'Fresh Plus' has given any positive effect on improving the strong fixed image of McDonald's.
Boundary
Identity
Commitment
Stability
Sense-Making & Control Mechanism
Defines rules of the game, if conform: reward & upward mobility
Trend – decentralized makes culture more important, but establishing a strong culture harder
HR recruiting – selects employees that will maintain the image and guides employee performance into the same direction
Shared perceptions
perception)이 그것이다. 패러다임이라 함은 비물질적 측면의 요소이며 디자인의 본질에서도 아이디어(idea)에 가깝다고 할 수 있고, 물리적 형태는 시각으로 인지 가능한 물질적 측면의 요소로서 이미지(image)의 성격이 크다.
디자이너는 디자인 언어의 시각적 특징으로부터 물리적 형태를 지각하고 이러
3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be