He's Lovin' It

In this article, Eric Leininger, senior vice president of global consumer and business insights for McDonald's, talks about the fast-food giant's global marketing strategy during the economic downturn.

He's Lovin' It

Todd Wilkinson

Eric Leininger, the master of consumer insights at McDonald's, is helping the Golden Arches shine brighter on a global scale

as every smart salesperson knows,it's not a company's prowess during easy times that defines tactical brilliance and demonstrates true mettle and long-range vision, but how it weathers adversity. Eric Leininger, senior vice president of global consumer and business insights for McDonald's Corporation, finds himself reflecting on the wisdom of this old saw amid the financial turbulence battering the marketplace worldwide. He is arguably perched in the catbird seat. Industry observers say McDonald's is more...

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