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Mc libel 39-41
- 1. Ethical Corporation • July-August 2010 Strategy and management 39
DREAMSTIME.COM/ARTAHA
McLibel
Reputation damage writ large
By Judy Kuszewski
McDonald’s decision to sue two activists in the 1990s meant that all its business practices were
laid bare in court, which changed the company for ever
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- 2. 40 Strategy and management Ethical Corporation • July-August 2010
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The McLibel verdict 8:@H 3UH HOO[é3.ú
The judge in the case found the McLibel Two had proved some of their allegations, and failed to prove others.
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“McDonald’s
DREAMSTIME.COM/PAULPRESCOTT
showed us
they had an
environment
policy, though
it looked stitched
together”
John Elkington
Global icons need global sustainability
- 3. Ethical Corporation • July-August 2010 Strategy and management 41
REUTERS/KIERAN DOHERTY
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