McDonald’s goes Open Innovation


When the German branch of the American hamburger giant celebrated its 40th anniversary in 2011, McDonald’s marketing experts started a campaign called Mein Burger (“my burger”) in order to establish and strengthen ties with the national fast food community. For McDonald’s, the innovative approach of customer integration was so successful that it was re-launched in January 2012. For us, this was reason enough to dedicate a blog entry to the campaign.


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