Mcdonald`S: It Is The World`S Premier Entrepreneurial Success Story, A Company Whose Growth Worldwide Continues To Be Astonishing. In Tough Financial Times, Mcdonald`S Proved That Ingenuity, Trial And Error, And Gut Instinct Were The Keys To Building A Service Business The Entire World Has Come To Admire. In The Years Since Mcdonald`S: Behind The Arches Was First Published, Mcdonald`S Has Been A Trendsetter In Advertising, Focusing On Different Ethnic Groups As Well As The Physically Disabled. Mcdonald`S Created Mcjobs, A Program That Employs Both Mentally Challenged Adults And Senior Citizens. And Because Its Franchisees Have Their Fingers On The Pulse Of The Marketplace, Mcdonald`S Has Evolved Successfully With The Health Food Revolution, Launching Dozens Of New Products And Moving Toward Environmentally-Safe Packaging And Recyclable Goods. Inspiring, Informative, And Filled With Behind The Scenes Stories, This Remarkable Saga Offers An Irresistible Look Inside A Great American Business Success.