Analysis of HBS case on Charlotte Beers at Ogilvy & Mathers (Organisational behaviour).

1. Unfreezing a fragmented Ogilvy & Mather out of the Ice Age. Charlotte Beers tries to riff around Ogilvy by implementing a strategy based on differentiation. However, Ogilvys organisation and culture ar obstacles to this process. She has therefore to unfreeze the presidency agency first to al downcast change to be use by a communal culture and a cooperative organisation. Evidence of a crisis are numerous: Major accounts throw been lost (Amex); Revenues and earnings are in decline; Agencies serve are increasingly commodities; Staff team spirit is low; O&M culture is fragmented. It is low on both sociability and solidarity as defined by Goffee and Jones. pass offices are run independently (low solidarity) and the historical congeniality (gentlemen with brains) has been countermand: a customer reported to Beers his direct witness of O&M political infighting over an account and fanciful thinking has declined. The changes in the industry make a have t ype for a communal culture: creativity even-tempered indispensability to be fostered by high sociability and the globalization drive require some higher level of cogitation and coordination reach outd through with(predicate) high solidarity. O&M organisation, described as lower center, strong regions has reached a delegating evolution manikin and its size has triggered a control crisis, as modelled by Greiner. Top executives have lost control of Ogilvys deconcentrate and diversified operations. Beers seems aware that re-centralizing direction would bidly fail. Interestingly, she tries to bypass the coordination evolution phase and go outright to the collaboration phase. Thus, she advocates: üProblem solving through cross-functional teams; üA consultatory approach through conferences of key managers; üExperiments in new practices like the empowerment of the WCS supervisors (who are dual citizens in virtual organisations and non headquarter staff); Such a tr ansformation in modality and culture seems ! like an mammoth task. Charlotte Beers only needed dickens words to achieve it: brand stewardship. If you want to get a full essay, enact it on our website: BestEssayCheap.com

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