 Reacting to complaints from franchisees about poor communication with the corporation and excess bureaucracy, the head of McDonald's U.S.A. (Jack M. Greenberg, who had assumed the position in October 1996) reorganized the unit into five autonomous geographic divisions.The aim was to bring management and decision-making closer to franchisees and customers.On the marketing side, McDonald's scored big in 1996 and 1997 with a Teenie Beanie Baby promotion in which about 80 million of the toys/collectibles were gobbled up virtually overnight.