George Ritzer developed the concept of "McDonaldization" to describe the process by which the principles of the fast-food restaurant are dominating more sectors globally. McDonaldization has 5 dimensions: efficiency, calculability, predictability, control through technology, and the irrationality of rationality. While initially an American export, McDonaldization is now a global phenomenon with nations developing their own versions of fast food and exporting them back to the US, completing the circle.

1. International Business Prepared by: Ban Sun,Low McDonaldl-ization Ritzer:Modern Sociological theory Globalization Theory

2. Cultural Theory (Jan Naderveen Pieterse – 2004) 20. Globalization Theory B. Cultural Convergence “ McDonald-lization “ - a process which the principles of “fast-food-restaurant” are coming to dominate more and more sectors in US and the world. - Consist of 5 basic dimensions: 1. Efficiency - best possible means to achieve what ever end is desired. - ensure customer and employee act in efficient manner. - consume more efficiently ( ie: drive through)

3. Cultural Theory (Jan Naderveen Pieterse – 2004) 21. Globalization Theory B. Cultural Convergence “ McDonald-lization “ 2. Calculability - quantity (speed) opposed to quality ( ↓ quality of cooking) - various aspect of work are timed. 3. Predictability - emphasis on predictability - employees (scripted speech) and customers (know what they want) expected to respond with predictable behaviour.

4. Cultural Theory (Jan Naderveen Pieterse – 2004) 22. Globalization Theory B. Cultural Convergence “ McDonald-lization “ 4. Control by means of technology - great technology control system, which will replace employees. - offer standard food which customer cannot alter. 5. Irrationality of rationality - both customer and employees suffer - example: efficiency of speed, replaced by inefficiency of long lines of queue.

5. Cultural Theory (Jan Naderveen Pieterse – 2004) 22. Globalization Theory B. Cultural Convergence “ McDonald-lization “, expansion & globalization McDonalization - resounding success outside of US, indicator of globalization. Spurs nations to develop their own version of McD. McDonaldlization exports to the wrold at the beginning. Now other nations export own version back to US, coming to one full circle.