ng to Tap Well of Goodwill," The Wall Street Journal, October 2, 1997, p. B8."Did Somebody Say McDonald's?" is the theme line for McDonald's new advertising campaign produced by DDB Needham Worldwide. It is geared toward the "superheavy user"--people between 18 and 34 years old who eat at fast-food restaurants at least ten times a month. Additional ads by Burrell Communications will be targeted at African-American and Hispanic consumers.Barboza, David. "Pluralism Under the Golden Arches," The New York Times, Friday, February 12, 1999, Section C, pp. 1, 7.For the 15th consecutive year, the McDonald's brand has achieved solid growth in its international division, which now accounts for almost 60% of corporate profits. The company values local operating control in their domestic restaurants as well as the ones abroad.Kahn, Jeremy. "The World's Most Admired Companies," Fortune, October 26, 1998, pp. 206-208, 213-124, 220. McDonald's was named the most admired company in the food services category for 1998 (second in 1997) in a survey conducted by the magazine. Based on corporate rankings by leaders and top management in industry. The criteria include global effectiveness, quality of products and services, innovation and financial soundness. Includes a photograph of McDonald's in Turkey and comments by Jim Cantalupo, Vice Chairman & President - McDonald's Corporation.Martin, Richard. "McDonald's Co. Japan Ltd, Nation's Restaurant News, v.32, n.4 January 1998, pp. 196, 198.A gift for timing and resourcefulness on the part of Den Fujita resulted in McDonald's success overseas. The 71-year-old President and Managing Director's innovative ideas were key factors in establishing 2,400 units since 1971. He is included in this special issue called "The NRN 50: The Franchisees."01/28/1999Golden Boy of Boxing Stars in New Golden Arches Commercial McDonald's Features Boxing Champion Oscar De La Hoya With the Big Mac Oak Brook, IL, January 28, 1999 -- M...
