Yum ! Brands

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Parnell (2014) reports that sustainable strategic management involves meeting performance measures while simultaneously having a positive impact on society. There are a few steps that Yum! Brands can take act in a manner that is consistent with sustainable strategic management. One step the brands should take immediately is to begin offering healthier alternatives on its menu and switching to better quality, healthy ingredients. While this could temporarily affect profits, companies must sometimes make decisions that have negative effects on their business in order to prevent damaging regulations and legislation from occurring (Parnell, 2014). If Yum! Brands does not begin to alter the perception that their foods are unhealthy and contributing …show more content…
Brands risks falling behind competitors that are quickly adopting these strategies. Sustainable strategic management decisions such as beginning to incorporate healthier choices on its menus should help the long term health of the organization. Yum! Brands should make sure that customers and communities are aware of these strategies to help change public perception. However, this promotion effort should be careful not to alienate customers. Lee, Van Dolen, & Kolk (2013) report that fast food companies should be cognizant of reactions to social media posts when it comes to corporate social responsibility (CSR) behaviors. Reactions from bloggers and other influential social media users were typically more positive when posts were about products rather than promotional material about CSR behaviors. If customers feel these efforts are coming from a genuine concern for health and community building, they will likely be better received. Healthy, thriving communities are able to participate more in commerce, and sustainability initiatives like this will be necessary for the long term health of the

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