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Customer Review

on September 9, 2010
The information in "How McDonald's Got its Groove Back" is literally the exact same as the chapter about McDonald's in the FT Press book "Profiles of Remarkable Businesses." If you previously obtained that title you will not receive any additional information. Since this "book" is only the chapter from the previous collection, it is only about 10 pages - you will probably finish it in 5 minutes. It appears that FT Press is releasing each chapter of the Profiles of Remarkable Businesses separately now as individual books, now that they have significantly increased the price of the former title.

The review that I wrote for the Collection is equally applicable here:

The author follows a similar trend with each book: the history of the company, and overview of its past performance, its current response to the economic crisis, and then "lessons to be learned." This formula does ensure that the reader gets a good general overview of each company; however, sometimes the lessons to be learned come off as quite shallow like "build good morale" or "be nice to customers." In addition, the writing of the book is written much like a College Business Major's first report in an entrepreneurship class. It is easy to follow, but it is fact after fact, with little analysis or integration. This is only distracting if you want to read the book in one or two sittings; if you take the book at a slower pace and read one article a day, the methodical writing is easy to understand and follow.

I did notice that almost every citation at the end of the chapters were to magazine and newspaper articles written on the companies or their CEOs. Almost every company covered has had at least one full length book written about the company, and it was concerning to see that the authors of this book had not appeared to read any of them. In addition, the authors seemed to focus a lot on the actions of CEOs, and gave little analysis to the actions of lower level employees (aside from incentive programs CEOs created for lower level employees); I suspect that this is due to the authors only combining newspaper articles and not conducting any new interviews or research.

If you are looking for new insights or analysis into any of these companies, this book is unlikely to provide it for you (if you are familiar already with the companies discussed). However, if you want a good, broad overview of these companies and an understanding of their most recent actions, this book will do an adequate of providing that for you.
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