haku: @freeterm MARKETINGSTRATEGIE, MULTINATIONALE / yhteensä: 3
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| Tekijä: | Maruca, R. F. |
| Otsikko: | The right way to go global. An interview with Whirlpool CEO D. Whitwam |
| Lehti: | Harvard Business Review
1994 : MAR-APR, VOL. 72:2, p. 135-145 |
| Asiasana: | |
| Vapaa asiasana: | UNTERNEHMENSSTRATEGIE, MARKETINGSTRATEGIE, MULTINATIONALE UNTERNEHMEN, ORGANISATIONSWANDEL |
| Kieli: | eng |
| Tiivistelmä: | Everybody is talking about going global, but hardly anyone knows what global really means, contends D. Whitwam, chairman and CEO of Whirlpool Corporation. His vision is for Whirlpool to become an integrated, global enterprise. But the process is not easy because a CEO cannot change a company's mission and mind-set by edict alone. He must convince employees that such change is the best course of action, and employees must want to change their beliefs and behaviour. But, the process cannot stop there. The CEO must then create processes that force that change to occur. |
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