Authors: Anindya J. Mishra; Sujata Kar
Addresses: Department of Humanities and Social Sciences, IIT Roorkee, Uttarakhand, 247 667, India ' Department of Humanities and Social Sciences, IIT Indore, Indore, Madhya Pradesh – 452 017, India
Abstract: Business in a globalised era affects lives beyond business and commerce. Minds, attitude, preferences, behaviour, culture, social activities, all are reshaped under the influence of globalisation. George Ritzer talks of certain implicit but sweeping consequences of corporate strategies, which he designated as McDonaldisation. He argued that the established business corporations, whether transnational corporations (TNCs), or locally dominant players, are slowly but shockingly transforming the way people is leading their lives across the globe through their business strategies, methods of operation and marketing techniques. This paper critically examines the McDonaldisation thesis. The four pillars of McDonaldisation are efficiency, calculability, predictability and control. The paper examines the implications of these four concepts as explained by Ritzer and to what extent they are valid, at least in the Indian context. Our results based on a small empirical study do not validate the McDonaldisation thesis in Indian context. The very factors that Ritzer argues are the irrational elements of the system are attracting the customers to the food outlets.
Keywords: McDonaldisation; George Ritzer; homogenisation; glocalisation; efficiency; calculability; predictability; control; India; business strategy; corporate strategy.
International Journal of Indian Culture and Business Management, 2013 Vol.7 No.2, pp.213 - 225
Published online: 18 Jun 2013 *Full-text access for editors Access for subscribers Purchase this article Comment on this article