Firm infrastructure The firm infrastructure denotes a range of activities such

Firm infrastructure the firm infrastructure denotes a

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- Firm infrastructure The firm infrastructure denotes a range of activities, such as- quality management, legal matters handling, accounting, financing, planning and strategic management. Effective infrastructure management can allow McDonalds to optimise the value of the whole value chain. McDonalds can control the infrastructure activities (or commonly called overhead costs) to strengthen the competitive positioning in the market. - Human resource management McDonalds can analyse human resource management by evaluating different HR aspects, including- recruiting, selecting, training, rewarding, performance management and other personnel management activities. The effective HR management can allow McDonalds to reduce competitive pressure based on motivation, commitment and skills of its workforce. The company can also achieve its cost minimisation objectives by analysing hiring and training costs with their relative return. The heavy dependence of McDonalds on employees' talent will increase the importance of this value chain support activity. - Technology development In a modern, technological advanced era, almost all value chain activities depend on technological support. The technological integration in production, distribution, marketing and human resource activities requires McDonalds to realise the importance of technology development. It can be divided into product and process technological development activities. Some examples are- automation software, technology-supported customer service, product design research and data analytics. The research and development department of McDonalds is classified in this category.
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