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A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic
Unformatted Document Text:  Cross-National Conflict Shifting 9 information they needed to make informed dietary decisions at our U.S. restaurants (“Apology,” 2002).” Applying lessons learned, the apology was carefully labeled to indicate that it applied only to the U.S. and its territories since some countries use different ingredients. (“Apology,” 2002) Although the lawsuit was filed in the United States, it certainly affected McDonald’s customers in other countries, particularly India, and therefore implemented changes to regain customer confidence. In addition to website changes addressing the issue of oil and adding new and appropriate vegetarian and non-beef items to the menu, employees were separated into those who prepared vegetarian meals–identified by green aprons – and those who did not. (“Our menu,” n.d.) It would appear that McDonald’s avoided the legal issue in its home country to shift to a large, emergent market such as India. Bayer and Death in the Village of Tauccamarca, Peru Bayer AG was accused of marketing and inappropriately packaging an extremely hazardous product led to the deaths of 24 children in Peru in October 1999. The pesticide, methyl parathion, was sent to illiterate, Quechua-speaking farmers in the Andes by a federal agency in Lima, Peru. The white powder has no strong chemical odor and is packaged in small plastic bags, labeled in Spanish and displaying a picture of vegetables. The labels provide no understandable safety information, such as pictograms, for the majority of users in these remote villages, and little indication of the danger of the product. (CorpWatch, 2002) On October 22, 1999, 42 children in the village of Tauccamarca, Peru were poisoned by milk contaminated with ‘Folidol’, the powered pesticide manufactured by Bayer AG. According to CorpWatch (2002), a Peruvian Congressional Subcommittee, following a nine-month investigation, concluded “that there is significant evidence of administrative and criminal

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
9
information they needed to make informed dietary decisions at our U.S. restaurants (“Apology,”
2002).” Applying lessons learned, the apology was carefully labeled to indicate that it applied
only to the U.S. and its territories since some countries use different ingredients. (“Apology,”
2002) Although the lawsuit was filed in the United States, it certainly affected McDonald’s
customers in other countries, particularly India, and therefore implemented changes to regain
customer confidence. In addition to website changes addressing the issue of oil and adding new
and appropriate vegetarian and non-beef items to the menu, employees were separated into those
who prepared vegetarian meals–identified by green aprons – and those who did not. (“Our
menu,” n.d.) It would appear that McDonald’s avoided the legal issue in its home country to
shift to a large, emergent market such as India.
Bayer and Death in the Village of Tauccamarca, Peru
Bayer AG was accused of marketing and inappropriately packaging an extremely
hazardous product led to the deaths of 24 children in Peru in October 1999. The pesticide,
methyl parathion, was sent to illiterate, Quechua-speaking farmers in the Andes by a federal
agency in Lima, Peru. The white powder has no strong chemical odor and is packaged
in small plastic bags, labeled in Spanish and displaying a picture of vegetables. The labels
provide no understandable safety information, such as pictograms, for the majority of
users in these remote villages, and little indication of the danger of the product.
(CorpWatch, 2002)
On October 22, 1999, 42 children in the village of Tauccamarca, Peru were poisoned by
milk contaminated with ‘Folidol’, the powered pesticide manufactured by Bayer AG. According
to CorpWatch (2002), a Peruvian Congressional Subcommittee, following a nine-month
investigation, concluded “that there is significant evidence of administrative and criminal


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