Memo Writing Sample-Professional Communications

Memorandum

TO:  Jay Baldwin, Instructor

FROM:  Cassandra Tuenge, Student

DATE:  February 10^th, 2009

SUBJECT:  Creative Destruction versus McDonaldization

The effects of McDonaldization are simply elements of creative destruction.  Creative destruction is “the idea that older structures are destroyed to make way for newer ones that function more effectively” (Schumpeter).  McDonaldization is claimed to create a threat of homogenization, threaten human innovativeness, and dehumanize employees and customers when fast food assembly line, standardized techniques are extended into the service sector.  It is my intention to show that society may find relief from this concern in approaching such a phenomenon as a natural occurrence in evolution rather than a global threat. 

Relief From Concern for spread of McDonaldization

Concern

Ÿ  Lack of innovativeness due to technological control

Ÿ  Global homogenization

Ÿ  Dehumanization of worker and consumer

Relief

Ÿ  Technology does not eliminate need for creativity and instinct.

Ÿ  Peoples cultures experience gains and losses, not destruction.

Ÿ  Inherent human need will never surrender to such organizational oppression.

Finding Relief

There are natural weapons that fight against so-called threatening effects caused by McDonaldization.  Efficiency, predictability and standardized control are qualities that are seen as assets to the success of business although they are not determinates of sustained success.  Resolution and harmony are found in what human beings offer to production and service. 

Innovativeness Despite Standardization

Technology can not dominate over the value of employees or customers.  It cannot replicate essential human characteristics such as instinct, insight, and judgment.  The alleged threat of a lack of innovativeness created through the application of standardized techniques and technological control is not a threat at all.  Alan Robinson, author of Corporate Creativity, asserts that “…standardization does not remove the need for creativity…no matter how standardized a process becomes, the unexpected can and will occur anywhere, and without warning.”  Predictability and calculability can only go so far.  Humans cannot be replace entirely by machines. 

Cultures Survive Global Homogenization

Our unique cultures and social identities will survive globalization.  Cultures may be impacted by their surroundings and the changing world, but they are constructed by people.  People are not mere objects of cultural influences, but subjects who according to Michael Amaladoss, author of Global Homogenization, can sift various influences and reject or integrate them.  As we lose and gain parts of what makes up our culture we remain people, and people make up a culture, culture does not make people.  This is the process of creative destruction. 

Human Need Demands Emancipation

Human nature will conquer dehumanizing work and customer service routine.  People experience burn out, a real form of organizational stress that is alienating.  When the world feels an imbalance between the efficiencies of McDonaldization and human need, it will reject it.  Companies who have assumed such standardized methods of functioning will see a higher turnover in employees and customers alike, forcing them to change.  According to the US Department of Labor, the highest turnover by far is still in the Accommodation and Food Services sector, and it is a rising statistic.  McDonaldization is not flawless and like any product it will be changed to fit the world and its needs, not the other way around. 

The effects of the phenomenon known as McDonaldization will not prevail over human need and the need for humans.  It is simply a part of the process of evolution known as creative destruction.