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 chuck out 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 authorities agency first to al small change to be implement by a communal culture and a cooperative organisation. Evidence of a crisis are numerous: Major accounts abash been lost (Amex); Revenues and earnings are in decline; Agencies service 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. brainiac offices are run independently (low solidarity) and the historical congeniality (gentlemen with brains) has been bring up: a customer reported to Beers his direct witness of O&M political infighting over an account and originative thinking has declined. The changes in the industry m ake a get type for a communal culture: creativity be quiet indispensability to be fostered by high sociability and the globalisation drive require some higher level of insure and coordination reach outd through with(predicate) high solidarity. O&M organisation, described as lower center, strong regions has reached a representation evolution point and its size has triggered a control crisis, as modelled by Greiner. Top executives have lost control of Ogilvys decentralise and diversified operations. Beers seems aware that re-centralizing direction would bidly fail.

Interestingly, she tries to byp ass 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 transformation 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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