- Introduction From Defense to Offense
- 1 The Battle Against Waste McDonald’s First Societal Clash
- 2 The Battle for Farm Animals How Animal Welfare Is Transformed
- 3 The Battle of Extremism: McCruelty Meat Is Murder
- 4 The Battle to Be Proactive Happy Meal Toys and the Ups and Downs of Anticipatory Issues Management
- 5 The Battle of the Waistline and Brand Health The Obesity Dilemma and a Healthier Happy Meal
- 6 The Battle for a Sustainable Supply Chain From Silence to Sustainable Fish, Less Polluting Hogs, and Better Lives for Tomato Pickers
- 7 The Battle for Values Can You Etch Them in Stone?
- 8 The Battle Goes to the Board Room A Shareholder Proposal Makes a Difference
- 9 The Battle for the Amazon Rainforest How Greenpeace Chickens Changed McDonald’s
- 10 The Battle to Make a Pig’s Life Better How Much Room Does a Sow Need?
- 11 The Battle for Better Beef The Quest for Sustainable Beef
- 12 The Battle to Lead Both Business and Society The Profits of Sustainability