Jack Welch, also known as the "Manager of the Century," successfully transformed General Electric into the globally recognized "Most Admired Company." This case study provides a comprehensive overview of how Welch achieved this iconic status during his 20-year tenure at GE. When he became CEO in 1981, Welch implemented strategic initiatives such as restructuring, modifying incentive methods, and cultivating a new corporate culture. Through his unwavering dedication, Welsh accomplished extraordinary results for GE with an average annual growth rate of 23% over two decades. This remarkable accomplishment serves as an inspiring story that encourages us to consider our own potential to replicate such exceptional success.
Upon joining GE, Welch's primary goal was to restructure the company by implementing a new standard for each business. The objective was to ensure that each bu
...siness became a leader or runner-up in its respective industry. As a result of this approach, multiple businesses were divested, leading to a more streamlined and agile GE. In addition, Welch aimed to eliminate bureaucracy within the organization by getting rid of strategic systems, sector levels, and hierarchical levels. Consequently, GE reduced its workforce from 404,000 employees in 1980 to 292,000 by 1989 while simultaneously increasing operating profits from $1.6 billion to $2.4 billion.
Welch has laid a strong foundation for future development by enhancing GE's advantage through "soft power" in a paternal manner. He aimed to foster a culture of speed, simplicity, and self-confidence with two initiatives - Work-out and Best-practice. At the same time, Welch globalized GE by leveraging their already solid base in the US. In addition to implementing a global thrust and cultural initiative, Welch als
prioritized developing leaders. The achievement of this objective was facilitated by utilizing session C, an updated compensation package, the Crotonville facility, and a 360o feedback process.
Based on the previous foundation, Welch strived to transform GE into a boundary-less company, with a focus on services business. In his later stage at GE, Welch remained enthusiastic and implemented the six-sigma method to enhance quality. To ensure a legacy of quality for his successor, he persistently improved quality throughout the organization by retaining top talent and eliminating unqualified individuals. Additionally, Welch demonstrated foresight by establishing E business. Ultimately, Welch successfully transformed GE into an exemplary company for the world.
Welch’s success can be attributed to various factors, which are evident through three different lenses of organizational process and behavior.
From a strategic perspective, GE's corporate structure underwent significant changes over time. It was highly centralized in the 1930s but began decentralizing in the 1950s. The concept of "profitless growth" emerged in the 1960s, leading to the establishment of a planning system that strengthened the corporate staff. In 1973, Reg Jones restructured the company into 43 strategic business units to support strategic planning, which became a vital aspect of GE's management process.
In 1977, GE introduced the layer of sectors to handle the review burden. However, when Jack Welch became CEO in April 1984, a recession was occurring. To enhance performance across GE's portfolio, Welch restructured the entire company in 1985. One significant change he made was eliminating sector levels and establishing direct reporting from all business units to him. This strategy of downsizing, destaffing, and delayering resulted in a substantial profit increase from 1.6 billion
to 2.4 billion. This demonstrates that a crucial factor contributing to their success was making timely and appropriate adjustments to their organizational structure.
The organization structure serves as the foundation for all organization activities. It determines the functioning and growth direction of the entire organization. A well-suited structure, aligned with the company's strategy, can facilitate overall development by eliminating resistance caused by inappropriate structure. Prior to Welch's tenure, GE predominantly had a functional structure, which later transitioned to an SBU-based structure. Eventually, innovation was incorporated at the sector level.
GE's growth is effectively supported by their ability at each stage. Welch's primary objective when he took over leadership was to restructure the company, which involved implementing radical ideas. If GE had maintained its bureaucratic structure, progress would have been unattainable for Welch. As a result, he simplified the entire organization and eliminated sector levels, making the company more flexible and adaptable overall. In addition to being seen as a tyrant or ego-centric individual, Welch also possesses a strong determination.
Despite his unsuccessful attempts to establish power, Welch employed different political strategies throughout the process. In the beginning, he engaged influential individuals from the start of work-out development, allowing them to collectively shape the concept. This approach helped him gain support from others. During the execution phase, he started with a small implementation team before introducing the program to the entire company. This strategic move aimed to reduce potential risks for the organization as a whole and demonstrated his political acumen.
During the effort to globalize GE, GE's CEO Jack Welch appointed Paolo Fresco as the head of International Operations. In 1992,
Welch elevated Fresco's position to vice-chairman and included him as a member of his four-man corporate executive office. Welch provided significant support to Fresco and granted him sufficient power, which proved beneficial in implementing an important strategy throughout the entire company. Additionally, Welch's political influence attracted external resources. In 1995, when faced with quality complaints from employees, Welch enlisted the help of his longtime friend Lawrence Bossidy to establish a six sigma system.
Political power has aided Welch in garnering support from both internal and external sources, allowing him to gradually establish his authority and successfully implement his strategic plan throughout the entire company. One crucial aspect Welch focused on was the cultural element. He made sure to address any cultural concerns by clearly expressing his stance within the company or publicly. This ensured that all employees could align themselves with the same vision. Moreover, Welch understood the importance of reinforcing cultural development through repetitive storytelling. As part of his goal to turn GE into a boundaryless organization, he purposely recounted the story of a small appliance plant in New Zealand being situated in Canada.
Using narratives instead of slogans is a more effective way to spread propaganda because people are naturally drawn to stories. Moreover, he actively participated in cultural improvement to set an example and directly influence others. Involving top-level management is usually a significant step towards achieving this cultural development. When transitioning from a company-focused ideology to a service-oriented business model, he appointed a team of competent executives to address the problem. By utilizing key individuals, ideas from top management can be successfully implemented at all levels within the organization.
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In addition, the evaluation mechanism is a more effective way. The incentive method can be observed throughout the entire process of culture development. When Welch changed the mindset of leaders, he redesigned the compensation package to be bonus-based. He evaluated top-level managers not only based on their performance against profit targets, but also on how well they embodied GE values. Furthermore, he introduced a 360-degree feedback process as additional support to his commitment. In order to establish a boundary-less culture, Welch modified the criteria for bonus and options awards to emphasize idea-seeking and sharing.
The mechanism greatly facilitated the employee's transition towards a new cultural concept. Culture encompasses how individuals think, work, and engage with one another. While it may have an invisible impact, once established, its influence is formidable. Welch successfully strengthened GE's overall advantage through cultural power.
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