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The implication of the concept McDonaldization is a sociological phenomenon which is prevalent in contemporary society and its manifestation is evident once the features associated with fast food restaurants are integrated in to culture. McDonaldization also involves a rationalization reconceptualization or a shift from habitual to cogent modes of thinking along with scientific management.
McDonaldization as a contemporary concept has attracted attention with regard to diverse aspects including culture. McDonaldization involves a process that can be summed up in terms of principles applicable in fast food restaurants which have continuously become dominant in a variety of sectors in the society internationally. Majority of the nations at present have embraced McDonaldization as an important concept that has important implications in globalization. The predominant predictions hold that Ritzer model will have a dominant place in majority of cultures. McDonaldization has four main components as highlighted by Rtzer.
The first component involves efficiency which involves optimal approach in task accomplishment. In this regard, Ritzer attributes specific meaning to efficiency allied to McDonaldization. Quoting the example of clients of McDonald, it involves the quickest means of transforming a state of hunger to satiation. The implication of efficiency in the context of McDonaldization is the use of minimal time to accomplish all aspects in an organization.
The second component of McDonaldization involves calculability that implies achieving quantifiable objectives such as sales in contrast to subjective objectives such as taste. McDonaldization concept has led to the development of conception that quantity is quality. The same implies that, delivery of a product in large amounts to clients in relatively short time period is similar to delivering a product of high quality. This component facilitates the capabilities of clients in quantifying the volumes of their purchase against the cost. The intent of organizations is to influence the clients to the notion that they receive a product in huge amount at low cost. Employees in such a firm employing McDonaldization are evaluated on their speed of production in contrast to the quality of products they work on.
The third component of McDonaldization involves predictability that addresses standardized as well as uniform services. Predictability component of McDonaldization implies that, clients shall receive similar product and service anywhere and everywhere they do business with organizations that have adopted McDonaldization. Predictability also applies to employees in these organizations in which case they engage in highly repetitive, predictable as well as routine tasks.
The fourth and last component of McDonaldization involves control that entails standardized in addition to uniform employees with substituting human technologies with non-human technologies.
Effective application of the four principles prevalent in McDonaldization facilitates for a rational as well as narrow scope strategy that is consequential to irrational or harmful outcomes. With proliferation of the processes of McDonaldization in a society leads to the creation of novel cultural as well as social features in the modern society.
Advantages of McDonaldization
McDonaldization leads to availability of services together with products in greater volumes than before. This availability is not dictated by geographical location or time factor. The goods and services can also be accessed by larger populace portions and this is achievable almost instantaneously. Clients also access the goods and services more conveniently.
Organizations that have adopted McDonaldization are able to produce fairly uniform quality of products and services. This aspect has benefited clients in terms of accessing enhanced services and products as compared to pre McDonaldization. In addition, the products and services are more customized and a wide range of alternatives to high cost are available. This therefore increases affordability of goods and services which were otherwise previously unaffordable. The products are also available to wide segments of the population in a faster and efficient manner.
The world is dynamic, becoming unfamiliar and hostile thus requiring a comparatively safer, stable as well as familiar environment that can be achieved by adoption of McDonaldization system. Due to the aspect of quantification, clients are empowered in comparison of competing products. A possibility of treating people similarly cannot be avoided, not taking in to account their social classes, gender or race. McDonaldization has facilitated easy diffusion of technological innovations with the use of networks.
Disadvantages of McDonaldization
McDonaldization has not been considerate to economic as well as employment factors in the society. Increase in obesity in fast food industry among the populations is a case example although McDonaldization as a concept is not exclusive to fast food industry.
McDonaldization has also enriched the mighty in the corporate ladder while the employees in lower cadres have been devalued. The production cost has drastically been reduced with a simultaneous increase in production speed at the expense of workmanship, creativity as well as quality which have been demoted.
McDonaldization appears from the outside as if much progress has been achieved but the reality is that regression in many areas is the achievement. McDonaldization is factually unhealthy to the people but since corporations labeled it as healthy, then cosmetically, it merits.
My personal opinion about McDonaldization
McDonaldization applies a business tactic that advocates for the goals of the organization as the priority. It fails to account for the objectives of standardization, cutting losses and increased returns. Corporate managers tend to embrace all means of achieving the goals of the organization.
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