regarding mcdonals management

CASE STUDY SUBMISSION

Instructions

Please ensure you reference any materials you use to complete this assignment.  DO NOT copy content directly from either the text or Internet resources:  this assignment is to be in your own words.

Please complete your assignment using this submission template file, inserting your responses where indicated.

DO NOT delete the marking criteria page – changes are permitted to the formatting of other pages including the headers and footers.

The questions are listed on the next page.    For convenience you can start each answer directly beneath each question and add more pages as necessary to complete your answers.

Q.1 First, carefully read the case in the textbook (p.446).  Next, search online for any further information available about the case.  Finally, in your own words, summarize in one paragraph what happened.   Be brief but accurate, and use correct referencing. (5 marks)

Q.2 The reasons for the failure of McDonald’s Innovate project have been studied by others over the years.  For example, see http://www.kellogg.northwestern.edu/student/courses/tech914/summer2004/projectfailures/projectfailures/mcd.htm.   Study the reasons given in this website and compare it to one or two other similar websites (e.g. schools of management, universities etc), and remember to reference the websites correctly.  From these, nominate your own “top three” reasons for the failure of the project, and explain why you think your top three are the most significant reasons for the failure.  Are there any other reasons you think apply, but which were not discussed in any of the websites you looked at? (20 marks)

Q.3  What impact does systems development methodologies have on the success or failure of systems projects according to the literature (look up a few)?   Consider a contemporary approach like SCRUM – could it help in this case? In answering this question, first briefly explain with references how SCRUM works, then how you might have applied it to the McDonald’s project if you were the project manager.   Then predict – with reasons - whether this would or would not have made a positive difference to the project. (20 marks)

Q.4  What should management have known or done at the outset to prevent the negative outcome of the project?   (15 marks)

References