The Dec 17th edition of the Wall Street Journal profiles the cultural changes Ed Zander will have introduce at Motorola (sorry, pay subscription required). Unless employees truly fear for their jobs, changing a company's culture is probably the most difficult action a manager can undertake. In fact, it's often more lip service than action. Case in point - Carly Fiorina at HP whose aggressive operational promises included changing HP's notoriously slow-moving culture. So how's she done? In my opinion, not well. Carly has been able to meet reduced expectations, but that's primarily been by manipulating the reported earnings of individual operating segments.
So why is it so difficult to change culture? Is it that inertia is the most powerful force in the universe? Maybe. But I'll take the liberty to consider some of the management concepts I've learned in my 3 semesters at Wharton.
One of the Wharton's true gems is the course Competitive Strategy (currently listed under its archaic 1960s title of "Strategic Planning and Control") taught by one of Wharton's top professors, Nicolaj Siggelkow (website with cv and research ). A protege of Michael Porter, Harvard Business School's competitive strategy guru, Prof Siggelkow is so highly regarded by students that many who couldn't get into his class attended it anyway for no credit -- going at 9AM(!) no less, a time not in most students' calendars. Prof Siggelkow would likely argue that the difficulties new managers face in changing a culture lie in 1) the tight bonds formed between activities within a company, 2) the commitments firms have made to customers, suppliers and markets and 3) compensation plans for executives and mid-level managers. In essense, the firm has made these significant internal and external commitments, and undoing these is a tremendous hurdle. Witness all the firms who decided that they were "going direct" to imitate Dell, only to upset their sales forces and distributors. What happened? They eventually decided it was not in their strategic interests to mimic Dell.
Of course, there are executives who have been able to change cultures. Frequently, they have entered situations where there was an internal undercurrent for change, but prior management chose not to address it. A current example would be that of McDonald's and its new CEO, Jim Cantalupo. Whitney Tilson, founder of the Tilson Funds and columnist, awarded Mr. Cantalupo his CEO of the Year award for successfully implementing such changes (side note: Whitney Tilson has been a great advisor and resource for Wharton students interested in investment management -- thank you Whitney). Bruce Nelson, CEO of Office Depot came in and completely revamped how the company measured its performance, focusing on cash flow generation as opposed to revenue growth and market share. In the process, he eliminated a number of unprofitable units. The result? The stock tripled! A more drastic move, but one that lit a fire under employees.
Ed Zander faces quite a task at Motorola. The company was once both incredibly innovative and strong on execution. Legendary investor Phil Fisher profiles the company as a long-term holding in his classic investment book, Common Stocks, Uncommon Profits. But times have changed. Under the recently departed CEO Chris Galvin (grandson of the founder -- nepotism at its finest), Motorola lagged competitors in both innovation and execution. Increasingly, Motorola's products were late to market and features trailed those of competitors. Customers lost faith in the the company's brand. Losses mounted. Galvin could not make the tough choices for fear of hurting people inside the company. Finally the board sacked Galvin and decided to spinoff its highly cyclical semiconductor business.
Now Ed Zander has his burning platform to come in and institute some change. How he tackles the company's culture will likely be the deciding factor in his success.
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