Can you analyze the case studies from McDonald's and Macy's in the book 'Innovation and Entrepreneurship' and discuss their implications in terms of identifying and addressing 'Incongruity'?

The book 'Innovation and Entrepreneurship' does not provide case studies from McDonald's and Macy's. Therefore, it's not possible to analyze them in terms of identifying and addressing 'Incongruity'.

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Incongruity is the gap between what is and what should be. This gap provides an opportunity to improve an established product or service. Customer feedback, mainly negative responses, is one of the best sources for finding incongruity. Fixing those areas of dissatisfaction is the first step to closing the gap.

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