McDonald’s vision statement covers a number of business aspects. The company implies innovation to satisfy current market needs, as stated in the “contemporary customer experience” component of the vision statement. Also, McDonald’s characterizes its products in the “great-tasting, high-quality food” component of the vision statement. In saying “modern, progressive” McDonald’s shows that its vision statement defines the kind of business approach it uses for organizational development. A strategic objective linked to this vision statement is the innovation of McDonald’s goods and services to match consumer preferences and expectations.