Discussion Post/Case Study Help

Read Case Study 8.1 attached from the Northouse textbook (pgs. 181-183) and answer the four (4) questions listed at the end of the case. Ensure that you review the Case Analysis – Discussion Forum Grading Rubric.

(1) Initial discussion post must Include a minimum of 150 words per question. Since you are required to respond to four (4) questions, your initial post should be no less than 600 words. Your answers should reflect an understanding of how the class materials (textbooks, videos, etc.) apply to the questions.

(2) Your entire initial post must contain at least (1) textbook reference AND (1) external source. APA guidelines apply.

 

The case is attached. I am unable to upload the textbook but I can send in a separate email with the case on page 181-183.

The Videos are attached as well.

The Questions should be stated and then answered in a numerical format

Leadership seventh edition

 

 

To Laurel, Lisa, Madison, Scott, and Kallie

 

 

Leadership Theory and practice • seventh edition

 

Peter g.Northouse Western Michigan University

 

 

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Copyright  2016 by SAGE Publications, Inc.

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Library of Congress Cataloging-in-Publication Data Northouse, Peter Guy.

Leadershop : theory and practice/Peter Northouse, Western Michigan University.—Seventh Edition.

pages cm Includes bibliographical references and index.

ISBN 978-1-4833-1753-3 (pbk. : alk. paper)

1. Leadership. 2. Leadership—Case studies. I. Title.

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Brief Contents

Preface xvii

1. Introduction 1 2. Trait Approach 19 3. Skills Approach 43 4. Behavioral Approach 71 5. Situational Approach 93 6. Path–Goal Theory 115 7. Leader–Member Exchange Theory 137 8. Transformational Leadership 161 9. Authentic Leadership 195 10. Servant Leadership 225 11. Adaptive Leadership 257 12. Psychodynamic Approach 295 13. Leadership Ethics 329 14. Team Leadership 363 15. Gender and Leadership 397 16. Culture and Leadership 427

Author Index 467 Subject index 477 About the Author 491 About the Contributors 493

 

 

 

Detailed Contents

Preface xvii

1. Introduction 1 Leadership Defined 2

Ways of Conceptualizing Leadership 5 Definition and Components 6

Leadership Described 7 Trait Versus Process Leadership 7 Assigned Versus Emergent Leadership 8 Leadership and Power 10 Leadership and Coercion 12 Leadership and Management 13

Plan of the Book 15 Summary 16 References 17

2. Trait Approach 19 Description 19

Intelligence 23 Self-Confidence 24 Determination 24 Integrity 25 Sociability 26 Five-Factor Personality Model and Leadership 26 Emotional Intelligence 27

How Does the Trait Approach Work? 29 Strengths 30 Criticisms 30

 

 

Application 32 Case Studies 32

Case 2.1 Choosing a New Director of Research 33 Case 2.2 A Remarkable Turnaround 34 Case 2.3 Recruiting for the Bank 36

Leadership Instrument 37 Leadership Trait Questionnaire (LTQ) 38

Summary 40 References 41

3. Skills Approach 43 Description 43

Three-Skill Approach 44 Technical Skill 44 Human Skill 44 Conceptual Skill 45 Summary of the Three-Skill Approach 46

Skills Model 47 Competencies 48 Individual Attributes 52 Leadership Outcomes 53 Career Experiences 54 Environmental Influences 55 Summary of the Skills Model 56

How Does the Skills Approach Work? 56 Strengths 57 Criticisms 58 Application 59 Case Studies 60

Case 3.1 A Strained Research Team 60 Case 3.2 A Shift for Lieutenant Colonel Adams 62 Case 3.3 Andy’s Recipe 64

Leadership Instrument 66 Skills Inventory 67

Summary 69 References 70

4. Behavioral Approach 71 Description 71

The Ohio State Studies 72 The University of Michigan Studies 73 Blake and Mouton’s Managerial (Leadership) Grid 74

Authority–Compliance (9,1) 75

 

 

Country-Club Management (1,9) 75 Impoverished Management (1,1) 75 Middle-of-the-Road Management (5,5) 76 Team Management (9,9) 77

Paternalism/Maternalism 77 Opportunism 77

How Does the Behavioral Approach Work? 78 Strengths 80 Criticisms 81 Application 81 Case Studies 82

Case 4.1 A Drill Sergeant at First 83 Case 4.2 Eating Lunch Standing Up 84 Case 4.3 We Are Family 85

Leadership Instrument 87 Leadership Behavior Questionnaire 88

Summary 90 References 91

5. Situational Approach 93 Description 93

Leadership Styles 94 Development Levels 96

How Does the Situational Approach Work? 97 Strengths 98 Criticisms 99 Application 102 Case Studies 103

Case 5.1 Marathon Runners at Different Levels 103 Case 5.2 Why Aren’t They Listening? 105 Case 5.3 Getting the Message Across 107

Leadership Instrument 108 Situational Leadership Questionnaire: Sample Items 109

Summary 112 References 113

6. Path–Goal Theory 115 Description 115

Leader Behaviors 117 Directive Leadership 117 Supportive Leadership 117 Participative Leadership 118 Achievement-Oriented Leadership 118

 

 

Follower Characteristics 118 Task Characteristics 119

How Does Path–Goal Theory Work? 120 Strengths 122 Criticisms 123 Application 124 Case Studies 125

Case 6.1 Three Shifts, Three Supervisors 126 Case 6.2 Direction for Some, Support for Others 128 Case 6.3 Playing in the Orchestra 129

Leadership Instrument 132 Path–Goal Leadership Questionnaire 133

Summary 135 References 136

7. Leader–Member Exchange Theory 137 Description 137

Early Studies 137 Later Studies 140 Leadership Making 142

How Does LMX Theory Work? 144 Strengths 145 Criticisms 146 Application 148 Case Studies 149

Case 7.1 His Team Gets the Best Assignments 150 Case 7.2 Working Hard at Being Fair 151 Case 7.3 Taking on Additional Responsibilities 152

Leadership Instrument 154 LMX 7 Questionnaire 155

Summary 157 References 158

8. Transformational Leadership 161 Description 161

Transformational Leadership Defined 162 Transformational Leadership and Charisma 164 A Model of Transformational Leadership 166

Transformational Leadership Factors 167 Transactional Leadership Factors 171 Nonleadership Factor 172

Other Transformational Perspectives 172 Bennis and Nanus 172 Kouzes and Posner 174

 

 

How Does the Transformational Approach Work? 175 Strengths 176 Criticisms 178 Application 180 Case Studies 181

Case 8.1 The Vision Failed 181 Case 8.2 An Exploration in Leadership 183 Case 8.3 Her Vision of a Model Research Center 185

Leadership Instrument 187 Summary 190 References 191

9. Authentic Leadership 195 Description 195

Authentic Leadership Defined 196 Approaches to Authentic Leadership 197

Practical Approach 197 Theoretical Approach 200

How Does Authentic Leadership Work? 205 Strengths 206 Criticisms 207 Applications 208 Case Studies 209

Case 9.1 Am I Really a Leader? 210 Case 9.2 A Leader Under Fire 212 Case 9.3 The Reluctant First Lady 214

Leadership Instrument 217 Authentic Leadership Self-Assessment Questionnaire 218

Summary 220 References 221

10. Servant Leadership 225 Description 225

Servant Leadership Defined 226 Historical Basis of Servant Leadership 226 Ten Characteristics of a Servant Leader 227 Building a Theory About Servant Leadership 229

Model of Servant Leadership 231 Antecedent Conditions 231 Servant Leader Behaviors 233 Outcomes 236 Summary of the Model of Servant Leadership 238

How Does Servant Leadership Work? 238 Strengths 239

 

 

Criticisms 240 Application 241 Case Studies 242

Case 10.1 Everyone Loves Mrs. Noble 243 Case 10.2 Doctor to the Poor 244 Case 10.3 Servant Leadership Takes Flight 247

Leadership Instrument 249 Servant Leadership Questionnaire 250

Summary 253 References 254

11. Adaptive Leadership 257 Description 257

Adaptive Leadership Defined 258 A Model of Adaptive Leadership 260

Situational Challenges 261 Leader Behaviors 263 Adaptive Work 273

How Does Adaptive Leadership Work? 274 Strengths 275 Criticisms 276 Application 277 Case Studies 279

Case 11.1 Silence, Stigma, and Mental Illness 279

Case 11.2 Taming Bacchus 281 Case 11.3 Redskins No More 283

Leadership Instrument 286 Adaptive Leadership Questionnaire 287

Summary 292 References 293

12. Psychodynamic Approach 295 Manfred F. R. Kets de Vries and Alicia Cheak Description 295 The Clinical Paradigm 296 History of the Psychodynamic Approach 297 Key Concepts and Dynamics Within the

Psychodynamic Approach 301 1. Focus on the Inner Theatre 301 2. Focus on the Leader-Follower

Relationships 302 3. Focus on the Shadow Side of Leadership 305

How Does the Psychodynamic Approach Work? 305 Strengths 306

 

 

Criticisms 307 Application 308

Group Coaching 309 Case Studies 313

Case 12.1 Dealing With Passive-Aggressives 313 Case 12.2 The Fear of Success 314 Case 12.3 Helping a Bipolar Leader 315

Leadership Instrument 317 The Leadership Archetype

Questionnaire (Abridged Version) 318 Summary 324 References 324

13. Leadership Ethics 329 Description 329

Ethics Defined 330 Level 1. Preconventional Morality 331 Level 2. Conventional Morality 332 Level 3. Postconventional Morality 332

Ethical Theories 333 Centrality of Ethics to Leadership 336 Heifetz’s Perspective on Ethical Leadership 337 Burns’s Perspective on Ethical Leadership 338 The Dark Side of Leadership 339 Principles of Ethical Leadership 341

Ethical Leaders Respect Others 341 Ethical Leaders Serve Others 342 Ethical Leaders Are Just 344 Ethical Leaders Are Honest 345 Ethical Leaders Build Community 346

Strengths 347 Criticisms 348 Application 349 Case Studies 349

Case 13.1 Choosing a Research Assistant 350 Case 13.2 How Safe Is Safe? 351 Case 13.3 Reexamining a Proposal 352

Leadership Instrument 355 Perceived Leader Integrity Scale (PLIS) 356

Summary 359 References 360

14. Team Leadership 363 Susan E. Kogler Hill Description 363

 

 

Team Leadership Model 366 Team Effectiveness 367 Leadership Decisions 372 Leadership Actions 377

How Does the Team Leadership Model Work? 381 Strengths 382 Criticisms 383 Application 384 Case Studies 385

Case 14.1 Can This Virtual Team Work? 385 Case 14.2 They Dominated the Conversation 386 Case 14.3 Starts With a Bang, Ends With a Whimper 387

Leadership Instrument 389 Team Excellence and Collaborative

Team Leader Questionnaire 391 Summary 393 References 393

15. Gender and Leadership 397 Crystal L. Hoyt and Stefanie Simon Description 397

The Glass Ceiling Turned Labyrinth 398 Evidence of the Leadership Labyrinth 398 Understanding the Labyrinth 399

Gender Differences in Leadership Styles and Effectiveness 401

Navigating the Labyrinth 406 Strengths 409 Criticisms 410 Application 411 Case Studies 411

Case 15.1 The “Glass Ceiling” 412 Case 15.2 Lack of Inclusion and Credibility 413 Case 15.3 Pregnancy as a Barrier to Job Status 414

Leadership Instrument 415 The Gender–Leader Implicit Association Test 416

Summary 419 References 420

16. Culture and Leadership 427 Description 427

Culture Defined 428 Related Concepts 428

 

 

Ethnocentrism 428 Prejudice 429

Dimensions of Culture 430 Uncertainty Avoidance 431 Power Distance 432 Institutional Collectivism 432 In-Group Collectivism 432 Gender Egalitarianism 433 Assertiveness 433 Future Orientation 433 Performance Orientation 434 Humane Orientation 434

Clusters of World Cultures 434 Characteristics of Clusters 436

Anglo 437 Confucian Asia 437 Eastern Europe 437 Germanic Europe 437 Latin America 438 Latin Europe 438 Middle East 438 Nordic Europe 439 Southern Asia 439 Sub-Saharan Africa 439

Leadership Behavior and Culture Clusters 439 Eastern Europe Leadership Profile 441 Latin America Leadership Profile 441 Latin Europe Leadership Profile 441 Confucian Asia Leadership Profile 443 Nordic Europe Leadership Profile 443 Anglo Leadership Profile 444 Sub-Saharan Africa Leadership Profile 445 Southern Asia Leadership Profile 445 Germanic Europe Leadership Profile 446 Middle East Leadership Profile 446

Universally Desirable and Undesirable Leadership Attributes 448

Strengths 449 Criticisms 450 Application 451 Case Studies 452

Case 16.1 A Challenging Workplace 452 Case 16.2 A Special Kind of Financing 454 Case 16.3 Whose Hispanic Center Is It? 456

 

 

Leadership Instrument 458 Dimensions of Culture Questionnaire 459

Summary 464 References 465

Author Index 467 Subject index 477

About the Author 491

About the Contributors 493

 

 

xvii

Preface

This seventh edition of Leadership: Theory and Practice is written with the objective of bridging the gap between the often-simplistic popular approaches to leadership and the more abstract theoretical approaches. Like the previous editions, this edition reviews and analyzes a selected number of leadership theories, giving special attention to how each theoretical approach can be applied in real-world organizations. In essence, my purpose is to explore how leadership theory can inform and direct the way leadership is practiced.

NEW TO THIS EDITION

New to this volume is a chapter on adaptive leadership, which examines the nature of adaptive leadership, its underpinnings, and how it works. The chapter presents a definition, a model, and the latest research and applica- tions of this emerging approach to leadership. In addition, the strengths and weaknesses of the adaptive leadership approach are examined, and a ques- tionnaire to help readers assess their own levels of adaptive leadership is provided. Three case studies illustrating adaptive leadership are presented at the end of the chapter.

This volume also presents an entirely new chapter on psychodynamic leader- ship written by a leading expert in the field, Manfred F. R. Kets De Vries, and Alicia Cheak. Like the other chapters, this chapter provides a theoreti- cal explanation of psychodynamic leadership, applications, cases studies, and an assessment instrument.

This edition also includes an expanded discussion of the dark side of leader- ship and psuedotransformational leadership and the negative uses and abuses of leadership. New research has been added throughout the book as

 

 

xvIII Leadership Theory and pracTice

well as many new case studies and examples that help students apply leader- ship concepts to contemporary settings.

This edition retains many special features from previous editions but has been updated to include new research findings, figures and tables, and every- day applications for many leadership topics including leader–member exchange theory, transformational and authentic leadership, team leadership, the labyrinth of women’s leadership, and historical definitions of leadership. The format of this edition parallels the format used in earlier editions. As with previous editions, the overall goal of Leadership: Theory and Practice is to advance our understanding of the many different approaches to leadership and ways to practice it more effectively.

SPEcIal FEaTurES

Although this text presents and analyzes a wide range of leadership research, every attempt has been made to present the material in a clear, concise, and interesting manner. Reviewers of the book have consistently commented that clarity is one of its major strengths. In addition to the writing style, several other features of the book help make it user-friendly.

• Each chapter follows the same format: It is structured to include first theory and then practice.

• Every chapter contains a discussion of the strengths and criticisms of the approach under consideration, and assists the reader in determin- ing the relative merits of each approach.

• Each chapter includes an application section that discusses the prac- tical aspects of the approach and how it could be used in today’s organizational settings.

• Three case studies are provided in each chapter to illustrate common leadership issues and dilemmas. Thought-provoking questions follow each case study, helping readers to interpret the case.

• A questionnaire is provided in each of the chapters to help the reader apply the approach to his or her own leadership style or setting.

• Figures and tables illustrate the content of the theory and make the ideas more meaningful.

Through these special features, every effort has been made to make this text substantive, understandable, and practical.

 

 

preface xix

auDIENcE

This book provides both an in-depth presentation of leadership theory and a discussion of how it applies to real-life situations. Thus, it is intended for undergraduate and graduate classes in management, leadership studies, business, educational leadership, public administration, nursing and allied health, social work, criminal justice, industrial and organizational psychol- ogy, communication, religion, agricultural education, political and military science, and training and development. It is particularly well suited as a supplementary text for core organizational behavior courses or as an over- view text within MBA curricula. This book would also be useful as a text in student activities, continuing education, in-service training, and other leadership-development programs.

Instructor Teaching Site

SAGE edge for Instructors, a password-protected instructor resource site, supports teaching by making it easy to integrate quality content and create a rich learning environment for students. The test banks, which have been expanded for this edition, include multiple-choice and true/false questions to test comprehension, as well as essay questions that ask students to apply the material. An electronic test bank, compatible with PCs and Macs through Diploma software, is also available. Chapter-specific resources include PowerPoint slides, study and discussion questions, suggested exer- cises, full-text journal articles, and video and audio links. General resources include course-long projects, sample syllabi, film resources, and case notes. Printable PDF versions of the questionnaires from the text are included for instructors to print and distribute for classroom use. A course cartridge includes assets found on the Instructor Teaching Site and the Student Study Site, as well as a bonus quiz for each chapter in the book—all in an easy-to- upload package. Go to edge.sagepub.com/northouse7e to access the com- panion site.

Student Study Site

SAGE edge for Students provides a personalized approach to help students accomplish their coursework goals in an easy-to-use learning environment. Mobile-friendly eFlashcards and practice quizzes strengthen understanding of key terms and concepts and allow for independent assessment by students of their mastery of course material. A customized online action plan includes

 

 

xx Leadership Theory and pracTice

tips and feedback on progress through the course and materials, which allows students to individualize their learning experience. Learning objec- tives, multimedia links, discussion questions, and SAGE journal articles help students study and reinforce the most important material. Students can go to edge.sagepub.com/northouse7e to access the site.

Media Icons

Icons appearing at the bottom of the page will direct you to online media such as videos, audio links, journal articles, and reference articles that cor- respond with key chapter concepts. Visit the Student Study Site at edge. sagepub.com/northouse7e to access this media.

IcONS

northouse on Leadership

reference article

Video

audio

saGe Journal article

 

 

xxi

acknowledgments

Many people directly or indirectly contributed to the development of the seventh edition of Leadership: Theory and Practice. First, I would like to acknowledge my editor, Maggie Stanley, and her talented team at SAGE Publications (Nicole, Abbie, MaryAnn, Liz, Katie, and Lauren) who have contributed significantly to the quality of this edition and ensured its suc- cess. For their very capable work during the production phase, I would like to thank copy editor Melinda Masson, and senior project editor Libby Lar- son. In her own unique way, each of these people made valuable contribu- tions to the seventh edition.

For comprehensive reviews of the seventh edition, I would like to thank the following reviewers:

Meera Alagaraja, University of Louisville

Mel Albin, Excelsior College

Thomas Batsching, Reutlingen University

Cheryl Beeler, Angelo State University

Mark D. Bowman, Methodist University

Dianne Burns, University of Manchester

Eric Buschlen, Central Michigan University

Steven Bryant, Drury University

Daniel Calhoun, Georgia Southern University

David Conrad, Augsburg College

Joyce Cousins, Royal College of Surgeons in Ireland

 

 

xxII Leadership Theory and pracTice

Denise Danna, LSUHSC School of Nursing

S. Todd Deal, Georgia Southern University

Caroline S. Fulmer, University of Alabama

Greig A. Gjerdalen, Capilano University

Andrew Gonzales, University of California, Irvine

Carl Holschen, Missouri Baptist University

Kiran Ismail, St. John’s University

Irma Jones, University of Texas at Brownsville

Michele D. Kegley, University of Cincinnati, Blue Ash College

David Lees, University of Derby

David S. McClain, University of Hawaii at Manoa

Carol McMillan, New School University

Richard Milter, Johns Hopkins University

Christopher Neck, Arizona State University–Tempe

Keeok Park, University of La Verne

Richard Parkman, University of Plymouth

Chaminda S. Prelis, University of Dubuque

Casey Rae, George Fox University

Noel Ronan, Waterford Institute of Technology

Louis Rubino, California State University, Northridge

Shadia Sachedina, Baruch College (School of Public Affairs)

Harriet L. Schwartz, Carlow University

Kelli K. Smith, University of Nebraska-Lincoln

David Swenson, The College of St. Scholastica

Danny L. Talbot, Washington State University

Robert L. Taylor, University of Louisville

Precious Taylor-Clifton, Cambridge College

John Tummons, University of Missouri

 

 

acknowledgments xxiii

Kristi Tyran, Western Washington University

Tamara Von George, Granite State College

Natalie Walker, Seminole State College

William Welch, Bowie State University

David E. Williams, Texas Tech University

Tony Wohlers, Cameron University

Sharon A. Wulf, Worcester Polytechnic Institute School of Business

Alec Zama, Grand View University

Xia Zhao, California State University, Dominguez Hills

I would like to thank, for their exceptional work on the leadership profile tool and the ancillaries, Isolde Anderson (Hope College), John Baker (Western Kentucky University), Renee Kosiarek (North Central College) and Lisa Burgoon (University of Illinois), and for his feedback in the con- struction and scoring of the adaptive leadership questionnaire, Paul Yelsma (Western Michigan University).

A special acknowledgment goes to Laurel Northouse for her insightful critiques and ongoing support. In addition, I am grateful to Marie Lee, for her exceptional editing and guidance throughout this project. For their reviews of and comments on the adaptive leadership chapter, I am indebted to Sarah Chace (Marian University), Carl Larson (University of Denver), and Chip Bailey (Duke University).

Finally, I would like to thank the many undergraduate and graduate students whom I have taught through the years. Their ongoing feedback has helped clarify my thinking about leadership and encouraged me to make plain the practical implications of leadership theories.

 

 

SAGE was founded in 1965 by Sara Miller McCune to support the dissemination of usable knowledge by publishing innovative and high-quality research and teaching content. Today, we publish more than 750 journals, including those of more than 300 learned societies, more than 800 new books per year, and a growing range of library products including archives, data, case studies, reports, conference highlights, and video. SAGE remains majority-owned by our founder, and after Sara’s lifetime will become owned by a charitable trust that secures our continued independence.

Los Angeles | London | Washington DC | New Delhi | Singapore | Boston

 

 

1 Introduction

Leadership is a highly sought-after and highly valued commodity. In the 15 years since the first edition of this book was published, the public has become increasingly captivated by the idea of leadership. People con- tinue to ask themselves and others what makes good leaders. As individuals, they seek more information on how to become effective leaders. As a result, bookstore shelves are filled with popular books about leaders and advice on how to be a leader. Many people believe that leadership is a way to improve their personal, social, and professional lives. Corporations seek those with leadership ability because they believe they bring special assets to their organizations and, ultimately, improve the bottom line. Academic institu- tions throughout the country have responded by providing programs in leadership studies.

In addition, leadership has gained the attention of researchers worldwide. A review of the scholarly studies on leadership shows that there is a wide variety of different theoretical approaches to explain the complexities of the leader- ship process (e.g., Bass, 1990; Bryman, 1992; Bryman, Collinson, Grint, Jack- son, & Uhl-Bien, 2011; Day & Antonakis, 2012; Gardner, 1990; Hickman, 2009; Mumford, 2006; Rost, 1991). Some researchers conceptualize leader- ship as a trait or as a behavior, whereas others view leadership from an infor- mation-processing perspective or relational standpoint. Leadership has been studied using both qualitative and quantitative methods in many contexts, including small groups, therapeutic groups, and large organizations. Collec- tively, the research findings on leadership from all of these areas provide a picture of a process that is far more sophisticated and complex than the often- simplistic view presented in some of the popular books on leadership.

This book treats leadership as a complex process having multiple dimensions. Based on the research literature, this text provides an in-depth description

Leadership Defined Role of Leadership

 

 

2 LeaDeRship TheoRy anD pRacTice

and application of many different approaches to leadership. Our emphasis is on how theory can inform the practice of leadership. In this book, we describe each theory and then explain how the theory can be used in real situations.

LeadershIp defIned _____________________________

There are many ways to finish the sentence “Leadership is . . .” In fact, as Stogdill (1974, p. 7) pointed out in a review of leadership research, there are almost as many different definitions of leadership as there are people who have tried to define it. It is much like the words democracy, love, and peace. Although each of us intuitively knows what we mean by such words, the words can have different meanings for different people. As Box 1.1 shows, scholars and practitioners have attempted to define leadership for more than a century without universal consensus.

Box 1.1 The Evolution of Leadership Definitions

While many have a gut-level grasp of what leadership is, putting a definition to the term has proved to be a challenging endeavor for scholars and practitioners alike. More than a century has lapsed since leadership became a topic of academic introspection, and definitions have evolved continuously during that period. These definitions have been influenced by many factors from world affairs and politics to the perspectives of the discipline in which the topic is being studied. in a seminal work, Rost (1991) analyzed materials written from 1900 to 1990, finding more than 200 different definitions for leadership. his analysis provides a succinct history of how leadership has been defined through the last century:

1900–1929

Definitions of leadership appearing in the first three decades of the 20th century emphasized control and centralization of power with a common theme of domination. For example, at a conference on lead- ership in 1927, leadership was defined as “the ability to impress the will of the leader on those led and induce obedience, respect, loyalty, and cooperation” (Moore, 1927, p. 124).

Defining Leadership

 

 

chapter 1 introduction 3

1930s

Traits became the focus of defining leadership, with an emerging view of leadership as influence rather than domination. Leadership was also identified as the interaction of an individual’s specific personality traits with those of a group; it was noted that while the attitudes and activities of the many may be changed by the one, the many may also influence a leader.

1940s

The group approach came into the forefront with leadership being defined as the behavior of an individual while involved in directing group activities (hemphill, 1949). at the same time, leadership by persuasion was distinguished from “drivership” or leadership by coer- cion (copeland, 1942).

1950s

Three themes dominated leadership definitions during this decade:

• continuance of group theory, which framed leadership as what leaders do in groups;

• leadership as a relationship that develops shared goals, which defined leadership based on behavior of the leader; and

• effectiveness, in which leadership was defined by the ability to influence overall group effectiveness.

1960s

although a tumultuous time for world affairs, the 1960s saw harmony amongst leadership scholars. The prevailing definition of leadership as behavior that influences people toward shared goals was under- scored by seeman (1960) who described leadership as “acts by persons which influence other persons in a shared direction” (p. 53).

1970s

The group focus gave way to the organizational behavior approach, where leadership became viewed as “initiating and maintaining groups or organizations to accomplish group or organizational goals” (Rost, 1991, p. 59). Burns’s (1978) definition, however, was the most important concept of leadership to emerge: “Leadership is the reciprocal process

(Continued)

Leadership in nursing

 

 

4 LeaDeRship TheoRy anD pRacTice

of mobilizing by persons with certain motives and values, various eco- nomic, political, and other resources, in a context of competition and conflict, in order to realize goals independently or mutually held by both leaders and followers” (p. 425).

1980s

This decade exploded with scholarly and popular works on the nature of leadership, bringing the topic to the apex of the academic and public consciousnesses. as a result, the number of definitions for lead- ership became a prolific stew with several persevering themes:

• do as the leader wishes. Leadership definitions still predomi- nantly delivered the message that leadership is getting followers to do what the leader wants done.

• Influence. probably the most often used word in leadership definitions of the 1980s, influence was examined from every angle. in an effort to distinguish leadership from manage- ment, however, scholars insisted that leadership is noncoercive influence.

• Traits. spurred by the national best seller In Search of Excellence (peters & Waterman, 1982), the leadership-as-excellence move- ment brought leader traits back to the spotlight. as a result, many people’s understanding of leadership is based on a trait orientation.

• Transformation. Burns (1978) is credited for initiating a move- ment defining leadership as a transformational process, stating that leadership occurs “when one or more persons engage with others in such a way that leaders and followers raise one another to higher levels of motivation and morality” (p. 83).

Into the 21st Century

Debate continues as to whether leadership and management are separate processes, but emerging research emphasizes the process of leadership, whereby an individual influences a group of individuals to achieve a common goal, rather than developing new ways of defining leadership. among these emerging leadership approaches are

• authentic leadership, in which the authenticity of leaders and their leadership is emphasized;

• spiritual leadership, which focuses on leadership that utilizes values and sense of calling and membership to motivate followers;

(continued)

The Future of Leadership Working across Generations

 

 

chapter 1 introduction 5

• servant leadership, which puts the leader in the role of servant, who utilizes “caring principles” to focus on followers’ needs to help these followers become more autonomous, knowledge- able, and like servants themselves; and

• adaptive leadership, in which leaders encourage followers to adapt by confronting and solving problems, challenges, and changes.

after decades of dissonance, leadership scholars agree on one thing: They can’t come up with a common definition for leadership. Because of such factors as growing global influences and generational differences, leadership will continue to have different meanings for different people. The bottom line is that leadership is a complex con- cept for which a determined definition may long be in flux.

souRce: adapted from Leadership for the Twenty-First Century, by J. c. Rost, 1991, new york: praeger.

Ways of Conceptualizing Leadership

In the past 60 years, as many as 65 different classification systems have been developed to define the dimensions of leadership (Fleishman et al., 1991). One such classification system, directly related to our discussion, is the scheme proposed by Bass (1990, pp. 11–20). He suggested that some defini- tions view leadership as the focus of group processes. From this perspective, the leader is at the center of group change and activity and embodies the will of the group. Another set of definitions conceptualizes leadership from a per- sonality perspective, which suggests that leadership is a combination of special traits or characteristics that some individuals possess. These traits enable those individuals to induce others to accomplish tasks. Other approaches to leadership define it as an act or a behavior—the things leaders do to bring about change in a group.

In addition, some define leadership in terms of the power relationship that exists between leaders and followers. From this viewpoint, leaders have power that they wield to effect change in others. Others view leadership as a transformational process that moves followers to accomplish more than is usually expected of them. Finally, some scholars address leadership from a skills perspective. This viewpoint stresses the capabilities (knowledge and skills) that make effective leadership possible.

perspectives of Leadership

 

 

6 LeaDeRship TheoRy anD pRacTice

Definition and Components

Despite the multitude of ways in which leadership has been conceptualized, the following components can be identified as central to the phenomenon: (a) Leadership is a process, (b) leadership involves influence, (c) leadership occurs in groups, and (d) leadership involves common goals. Based on these components, the following definition of leadership is used in this text:

Leadership is a process whereby an individual influences a group of individuals to achieve a common goal.

Defining leadership as a process means that it is not a trait or characteristic that resides in the leader, but rather a transactional event that occurs between the leader and the followers. Process implies that a leader affects and is affected by followers. It emphasizes that leadership is not a linear, one-way event, but rather an interactive event. When leadership is defined in this manner, it becomes available to everyone. It is not restricted to the formally designated leader in a group.

Leadership involves influence. It is concerned with how the leader affects followers. Influence is the sine qua non of leadership. Without influence, leadership does not exist.

Leadership occurs in groups. Groups are the context in which leadership takes place. Leadership involves influencing a group of individuals who have a common purpose. This can be a small task group, a community group, or a large group encompassing an entire organization. Leadership is about one individual influencing a group of others to accomplish common goals. Oth- ers (a group) are required for leadership to occur. Leadership training pro- grams that teach people to lead themselves are not considered a part of leadership within the definition that is set forth in this discussion.

Leadership includes attention to common goals. Leaders direct their energies toward individuals who are trying to achieve something together. By common, we mean that the leaders and followers have a mutual purpose. Attention to common goals gives leadership an ethical overtone because it stresses the need for leaders to work with followers to achieve selected goals. Stressing mutuality lessens the possibility that leaders might act toward followers in ways that are forced or unethical. It also increases the possibility that leaders and followers will work together toward a common good (Rost, 1991).

The ethical Dimension of Leadership effective Leadership

 

 

chapter 1 introduction 7

Throughout this text, the people who engage in leadership will be called leaders, and those toward whom leadership is directed will be called followers. Both leaders and followers are involved together in the leadership process. Leaders need followers, and followers need leaders (Burns, 1978; Heller & Van Til, 1983; Hollander, 1992; Jago, 1982). Although leaders and followers are closely linked, it is the leader who often initiates the relationship, creates the communication linkages, and carries the burden for maintaining the relationship.

In our discussion of leaders and followers, attention will be directed toward follower issues as well as leader issues. Leaders have an ethical responsibility to attend to the needs and concerns of followers. As Burns (1978) pointed out, discussions of leadership sometimes are viewed as elitist because of the implied power and importance often ascribed to leaders in the leader- follower relationship. Leaders are not above or better than followers. Leaders and followers must be understood in relation to each other (Hollander, 1992) and collectively (Burns, 1978). They are in the leadership relationship together—and are two sides of the same coin (Rost, 1991).

LeadershIp desCrIbed ___________________________

In addition to definitional issues, it is important to discuss several other questions pertaining to the nature of leadership. In the following section, we will address questions such as how leadership as a trait differs from leadership as a process; how appointed leadership differs from emergent leadership; and how the concepts of power, coercion, and management dif- fer from leadership.

Trait Versus Process Leadership

We have all heard statements such as “He is born to be a leader” or “She is a natural leader.” These statements are commonly expressed by people who take a trait perspective toward leadership. The trait perspective suggests that certain individuals have special innate or inborn characteristics or qualities that make them leaders, and that it is these qualities that differentiate them from nonleaders. Some of the personal qualities used to identify leaders include unique physical factors (e.g., height), personality features (e.g., extra- version), and other characteristics (e.g., intelligence and fluency; Bryman, 1992). In Chapter 2, we will discuss a large body of research that has exam- ined these personal qualities.

Development of Leadership Followership

 

 

8 LeaDeRship TheoRy anD pRacTice

To describe leadership as a trait is quite different from describing it as a process (Figure 1.1). The trait viewpoint conceptualizes leadership as a prop- erty or set of properties possessed in varying degrees by different people ( Jago, 1982). This suggests that it resides in select people and restricts lead- ership to those who are believed to have special, usually inborn, talents.

The process viewpoint suggests that leadership is a phenomenon that resides in the context of the interactions between leaders and followers and makes leadership available to everyone. As a process, leadership can be observed in leader behaviors ( Jago, 1982), and can be learned. The process definition of leadership is consistent with the definition of leadership that we have set forth in this chapter.

Assigned Versus Emergent Leadership

Some people are leaders because of their formal position in an organization, whereas others are leaders because of the way other group members respond to them. These two common forms of leadership are called assigned leader- ship and emergent leadership. Leadership that is based on occupying a posi- tion in an organization is assigned leadership. Team leaders, plant managers, department heads, directors, and administrators are all examples of assigned leadership.

Yet the person assigned to a leadership position does not always become the real leader in a particular setting. When others perceive an individual as the most influential member of a group or an organization, regardless of the individual’s title, the person is exhibiting emergent leadership. The individual acquires emergent leadership through other people in the organization who support and accept that individual’s behavior. This type of leadership is not assigned by position; rather, it emerges over a period through communication. Some of the positive communication behaviors that account for successful leader emergence include being verbally involved, being informed, seeking others’ opinions, initiating new ideas, and being firm but not rigid (Fisher, 1974).

In addition to communication behaviors, researchers have found that per- sonality plays a role in leadership emergence. For example, Smith and Foti (1998) found that certain personality traits were related to leadership emer- gence in a sample of 160 male college students. The individuals who were more dominant, more intelligent, and more confident about their own per- formance (general self-efficacy) were more likely to be identified as leaders by other members of their task group. Although it is uncertain whether these findings apply to women as well, Smith and Foti suggested that these three traits could be used to identify individuals perceived to be emergent leaders.

Leadership: skill or process?

 

 

chapter 1 introduction 9

Leadership emergence may also be affected by gender-biased perceptions. In a study of 40 mixed-sex college groups, Watson and Hoffman (2004) found that women who were urged to persuade their task groups to adopt high-quality decisions succeeded with the same frequency as men with iden- tical instructions. Although women were equally influential leaders in their groups, they were rated significantly lower than comparable men were on leadership. Furthermore, these influential women were also rated as signifi- cantly less likable than comparably influential men were. These results sug- gest that there continue to be barriers to women’s emergence as leaders in some settings.

A unique perspective on leadership emergence is provided by social identity theory (Hogg, 2001). From this perspective, leadership emergence is the degree to which a person fits with the identity of the group as a whole. As groups develop over time, a group prototype also develops. Individuals emerge as leaders in the group when they become most like the group pro- totype. Being similar to the prototype makes leaders attractive to the group and gives them influence with the group.

The leadership approaches we discuss in the subsequent chapters of this book apply equally to assigned leadership and emergent leadership. When a person is engaged in leadership, that person is a leader, whether leadership

figure 1.1 The Different Views of Leadership

TRAIT DEFINITION OF LEADERSHIP

PROCESS DEFINITION OF LEADERSHIP

Leadership • Height • Intelligence • Extraversion • Fluency • Other Traits

Followers Followers

Leadership

Leader Leader

(Interaction)

souRce: adapted from A Force for Change: How Leadership Differs From Management (pp. 3–8), by J. p. Kotter, 1990, new york: Free press.

ordinary Leaders

 

 

10 LeaDeRship TheoRy anD pRacTice

was assigned or emerged. This book focuses on the leadership process that occurs when any individual is engaged in influencing other group members in their efforts to reach a common goal.

Leadership and Power

The concept of power is related to leadership because it is part of the influ- ence process. Power is the capacity or potential to influence. People have power when they have the ability to affect others’ beliefs, attitudes, and courses of action. Judges, doctors, coaches, and teachers are all examples of people who have the potential to influence us. When they do, they are using their power, the resource they draw on to effect change in us.

Although there are no explicit theories in the research literature about power and leadership, power is a concept that people often associate with leader- ship. It is common for people to view leaders (both good and bad) and people in positions of leadership as individuals who wield power over others, and as a result, power is often thought of as synonymous with leadership. In addition, people are often intrigued by how leaders use their power. Studying

power and Leadership Bases of power

Table 1.1 six Bases of power

referent power Based on followers’ identification and liking for the leader. A teacher who is adored by students has referent power.

expert power Based on followers’ perceptions of the leader’s competence. A tour guide who is knowledgeable about a foreign country has expert power.

Legitimate power Associated with having status or formal job authority. A judge who administers sentences in the courtroom exhibits legitimate power.

reward power Derived from having the capacity to provide rewards to others. A supervisor who gives rewards to employees who work hard is using reward power.

Coercive power Derived from having the capacity to penalize or punish others. A coach who sits players on the bench for being late to practice is using coercive power.

Information power

Derived from possessing knowledge that others want or need. A boss who has information regarding new criteria to decide employee promotion eligibility has information power.

souRce: adapted from “The Bases of social power,” by J. R. French Jr. and B. Raven, 1962, in D. cartwright (ed.), Group Dynamics: Research and Theory (pp. 259–269), new york: harper & Row; and “social influence and power,” by B. h. Raven, 1965, in i. D. steiner & M. Fishbein (eds.), Current Studies in Social Psychology (pp. 371–382), new york: holt, Rinehart, & Winston.

 

 

chapter 1 introduction 11

how famous leaders, such as Hitler or Alexander the Great, use power to effect change in others is titillating to many people because it underscores that power can indeed effectuate change and maybe if they had power they too could effectuate change. But regardless of people’s general interest in power and leadership, power has not been a major variable in theories of leadership. Clearly it is a component in the overall leadership process, but research on its role is limited.

In her recent book, The End of Leadership (2012), Kellerman argues there has been a shift in leadership power during the last 40 years. Power used to be the domain of leaders, but that is diminishing and shifting to followers. Changes in culture have meant followers demand more from leaders, and leaders have responded. Access to technology has empowered followers, given them access to huge amounts of information, and made leaders more transparent. The result is a decline in respect of leaders and leaders’ legiti- mate power. In effect, followers have used information power to level the playing field. Power is no longer synonymous with leadership, and in the social contract between leaders and followers, leaders wield less power, according to Kellerman.

In college courses today, the most widely cited research on power is French and Raven’s (1959) work on the bases of social power. In their work, they conceptualized power from the framework of a dyadic relationship that included both the person influencing and the person being influenced. French and Raven identified five common and important bases of power—referent, expert, legitimate, reward, and coercive—and Raven (1965) identified a sixth, information power (Table 1.1). Each of these bases of power increases a lead- er’s capacity to influence the attitudes, values, or behaviors of others.

In organizations, there are two major kinds of power: position power and personal power. Position power is the power a person derives from a particular office or rank in a formal organizational system. It is the influence

Types of power

Table 1.2 Types and Bases of power

Position Power Personal Power

Legitimate Referent Reward Expert Coercive

Information

souRce: adapted from A Force for Change: How Leadership Differs From Management (pp. 3–8), by J. p. Kotter, 1990, new york: Free press.

 

 

12 LeaDeRship TheoRy anD pRacTice

capacity a leader derives from having higher status than the followers have. Vice presidents and department heads have more power than staff personnel do because of the positions they hold in the organization. Position power includes legitimate, reward, coercive, and information power (Table 1.2).

Personal power is the influence capacity a leader derives from being seen by followers as likable and knowledgeable. When leaders act in ways that are important to followers, it gives leaders power. For example, some managers have power because their followers consider them to be good role models. Others have power because their followers view them as highly competent or considerate. In both cases, these managers’ power is ascribed to them by others, based on how they are seen in their relationships with others. Per- sonal power includes referent and expert power (Table 1.2).

In discussions of leadership, it is not unusual for leaders to be described as wielders of power, as individuals who dominate others. In these instances, power is conceptualized as a tool that leaders use to achieve their own ends. Contrary to this view of power, Burns (1978) emphasized power from a relationship standpoint. For Burns, power is not an entity that leaders use over others to achieve their own ends; instead, power occurs in relationships. It should be used by leaders and followers to promote their collective goals.

In this text, our discussions of leadership treat power as a relational concern for both leaders and followers. We pay attention to how leaders work with followers to reach common goals.

Leadership and Coercion

Coercive power is one of the specific kinds of power available to leaders. Coercion involves the use of force to effect change. To coerce means to influ- ence others to do something against their will and may include manipulating penalties and rewards in their work environment. Coercion often involves the use of threats, punishment, and negative reward schedules. Classic examples of coercive leaders are Adolf Hitler in Germany, the Taliban leaders in Afghanistan, Jim Jones in Guyana, and North Korea’s Supreme Leader Kim Jong-il, each of whom has used power and restraint to force followers to engage in extreme behaviors.

It is important to distinguish between coercion and leadership because it allows us to separate out from our examples of leadership the behaviors of individuals such as Hitler, the Taliban, and Jones. In our discussions of leadership, coercive people are not used as models of ideal leadership. Our

Leadership and coercion

 

 

chapter 1 introduction 13

definition suggests that leadership is reserved for those who influence a group of individuals toward a common goal. Leaders who use coercion are interested in their own goals and seldom are interested in the wants and needs of followers. Using coercion runs counter to working with followers to achieve a common goal.

Leadership and Management

Leadership is a process that is similar to management in many ways. Leader- ship involves influence, as does management. Leadership entails working with people, which management entails as well. Leadership is concerned with effective goal accomplishment, and so is management. In general, many of the functions of management are activities that are consistent with the definition of leadership we set forth at the beginning of this chapter.

But leadership is also different from management. Whereas the study of leadership can be traced back to Aristotle, management emerged around the turn of the 20th century with the advent of our industrialized society. Man- agement was created as a way to reduce chaos in organizations, to make them run more effectively and efficiently. The primary functions of manage- ment, as first identified by Fayol (1916), were planning, organizing, staffing, and controlling. These functions are still representative of the field of man- agement today.

In a book that compared the functions of management with the functions of leadership, Kotter (1990) argued that the functions of the two are quite dis- similar (Figure 1.2). The overriding function of management is to provide order and consistency to organizations, whereas the primary function of leadership is to produce change and movement. Management is about seek- ing order and stability; leadership is about seeking adaptive and constructive change.

As illustrated in Figure 1.2, the major activities of management are played out differently than the activities of leadership. Although they are different in scope, Kotter (1990, pp. 7–8) contended that both management and lead- ership are essential if an organization is to prosper. For example, if an orga- nization has strong management without leadership, the outcome can be stifling and bureaucratic. Conversely, if an organization has strong leadership without management, the outcome can be meaningless or misdirected change for change’s sake. To be effective, organizations need to nourish both competent management and skilled leadership.

Managers Require; Leaders inspire

 

 

14 LeaDeRship TheoRy anD pRacTice

figure 1.2 Functions of Management and Leadership

Management produces Order and Consistency

Leadership produces Change and Movement

Planning and Budgeting • Establish agendas • Set timetables • Allocate resources

Establishing Direction • Create a vision • Clarify big picture • Set strategies

Organizing and Staffing • Provide structure • Make job placements • Establish rules and

procedures

Aligning People • Communicate goals • Seek commitment • Build teams and coalitions

Controlling and Problem Solving • Develop incentives • Generate creative solutions • Take corrective action

Motivating and Inspiring • Inspire and energize • Empower followers • Satisfy unmet needs

souRce: adapted from A Force for Change: How Leadership Differs From Management (pp. 3–8), by J. p. Kotter, 1990, new york: Free press.

Many scholars, in addition to Kotter (1990), argue that leadership and man- agement are distinct constructs. For example, Bennis and Nanus (1985) maintained that there is a significant difference between the two. To manage means to accomplish activities and master routines, whereas to lead means to influence others and create visions for change. Bennis and Nanus made the distinction very clear in their frequently quoted sentence, “Managers are people who do things right and leaders are people who do the right thing” (p. 221).

Rost (1991) has also been a proponent of distinguishing between leadership and management. He contended that leadership is a multidirectional influ- ence relationship and management is a unidirectional authority relationship. Whereas leadership is concerned with the process of developing mutual pur- poses, management is directed toward coordinating activities in order to get a job done. Leaders and followers work together to create real change, whereas managers and subordinates join forces to sell goods and services (Rost, 1991, pp. 149–152).

In a recent study, Simonet and Tett (2012) explored how leadership and management are best conceptualized by having 43 experts identify the over- lap and differences between leadership and management in regard to 63 different competencies. They found a large number of competencies (22)

Leadership in the nhs

 

 

chapter 1 introduction 15

descriptive of both leadership and management (e.g., productivity, customer focus, professionalism, and goal setting), but they also found several unique descriptors for each. Specifically, they found leadership was distinguished by motivating intrinsically, creative thinking, strategic planning, tolerance of ambiguity, and being able to read people, and management was distinguished by rule orientation, short-term planning, motivating extrinsically, orderli- ness, safety concerns, and timeliness.

Approaching the issue from a narrower viewpoint, Zaleznik (1977) went so far as to argue that leaders and managers themselves are distinct, and that they are basically different types of people. He contended that managers are reactive and prefer to work with people to solve problems but do so with low emotional involvement. They act to limit choices. Zaleznik suggested that leaders, on the other hand, are emotionally active and involved. They seek to shape ideas instead of responding to them and act to expand the available options to solve long-standing problems. Leaders change the way people think about what is possible.

Although there are clear differences between management and leadership, the two constructs overlap. When managers are involved in influencing a group to meet its goals, they are involved in leadership. When leaders are involved in planning, organizing, staffing, and controlling, they are involved in management. Both processes involve influencing a group of individuals toward goal attainment. For purposes of our discussion in this book, we focus on the leadership process. In our examples and case studies, we treat the roles of managers and leaders similarly and do not emphasize the differ- ences between them.

pLan Of The bOOk _______________________________

This book is user-friendly. It is based on substantive theories but is written to emphasize practice and application. Each chapter in the book follows the same format. The first section of each chapter briefly describes the leader- ship approach and discusses various research studies applicable to the approach. The second section of each chapter evaluates the approach, high- lighting its strengths and criticisms. Special attention is given to how the approach contributes or fails to contribute to an overall understanding of the leadership process. The next section uses case studies to prompt discus- sion of how the approach can be applied in ongoing organizations. Finally, each chapter provides a leadership questionnaire along with a discussion of how the questionnaire measures the reader’s leadership style. Each chapter ends with a summary and references.

Leadership and nursing Theory

 

 

16 LeaDeRship TheoRy anD pRacTice

suMMary _______________________________________

Leadership is a topic with universal appeal; in the popular press and aca- demic research literature, much has been written about leadership. Despite the abundance of writing on the topic, leadership has presented a major challenge to practitioners and researchers interested in understanding the nature of leadership. It is a highly valued phenomenon that is very complex.

Through the years, leadership has been defined and conceptualized in many ways. The component common to nearly all classifications is that leadership is an influence process that assists groups of individuals toward goal attain- ment. Specifically, in this book leadership is defined as a process whereby an individual influences a group of individuals to achieve a common goal.

Because both leaders and followers are part of the leadership process, it is important to address issues that confront followers as well as issues that confront leaders. Leaders and followers should be understood in relation to each other.

In prior research, many studies have focused on leadership as a trait. The trait perspective suggests that certain people in our society have special inborn qualities that make them leaders. This view restricts leadership to those who are believed to have special characteristics. In contrast, the approach in this text suggests that leadership is a process that can be learned, and that it is available to everyone.

Two common forms of leadership are assigned and emergent. Assigned leader- ship is based on a formal title or position in an organization. Emergent lead- ership results from what one does and how one acquires support from fol- lowers. Leadership, as a process, applies to individuals in both assigned roles and emergent roles.

Related to leadership is the concept of power, the potential to influence. There are two major kinds of power: position and personal. Position power, which is much like assigned leadership, is the power an individual derives from having a title in a formal organizational system. It includes legitimate, reward, infor- mation, and coercive power. Personal power comes from followers and includes referent and expert power. Followers give it to leaders because followers believe leaders have something of value. Treating power as a shared resource is impor- tant because it deemphasizes the idea that leaders are power wielders.

While coercion has been a common power brought to bear by many indi- viduals in charge, it should not be viewed as ideal leadership. Our definition

 

 

chapter 1 introduction 17

of leadership stresses using influence to bring individuals toward a common goal, while coercion involves the use of threats and punishment to induce change in followers for the sake of the leaders. Coercion runs counter to leadership because it does not treat leadership as a process that emphasizes working with followers to achieve shared objectives.

Leadership and management are different concepts that overlap. They are different in that management traditionally focuses on the activities of plan- ning, organizing, staffing, and controlling, whereas leadership emphasizes the general influence process. According to some researchers, management is concerned with creating order and stability, whereas leadership is about adaptation and constructive change. Other researchers go so far as to argue that managers and leaders are different types of people, with managers being more reactive and less emotionally involved and leaders being more proactive and more emotionally involved. The overlap between leadership and man- agement is centered on how both involve influencing a group of individuals in goal attainment.

In this book, we discuss leadership as a complex process. Based on the research literature, we describe selected approaches to leadership and assess how they can be used to improve leadership in real situations.

sharpen your skills with saGe edge at edge.sagepub.com/northouse7e

referenCes ______________________________________

Bass, B. M. (1990). Bass and Stogdill ’s handbook of leadership: A survey of theory and research. New York: Free Press.

Bennis, W. G., & Nanus, B. (1985). Leaders: The strategies for taking charge. New York: Harper & Row.

Bryman, A. (1992). Charisma and leadership in organizations. London: SAGE. Bryman, A., Collinson, D., Grint, K., Jackson, G., & Uhl-Bien, M. (Eds.). (2011).

The SAGE handbook of leadership. London: SAGE. Burns, J. M. (1978). Leadership. New York: Harper & Row. Copeland, N. (1942). Psychology and the soldier. Harrisburg, PA: Military Service

Publications. Day, D. V., & Antonakis, J. (Eds.). (2012). The nature of leadership (2nd ed.). Thousand

Oaks, CA: SAGE. Fayol, H. (1916). General and industrial management. London: Pitman. Fisher, B. A. (1974). Small group decision making: Communication and the group process.

New York: McGraw-Hill.

 

 

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Fleishman, E. A., Mumford, M. D., Zaccaro, S. J., Levin, K. Y., Korotkin, A. L., & Hein, M. B. (1991). Taxonomic efforts in the description of leader behavior: A synthesis and functional interpretation. Leadership Quarterly, 2(4), 245–287.

French, J. R., Jr., & Raven, B. H. (1959). The bases of social power. In D. Cartwright (Ed.), Studies in social power (pp. 259–269). Ann Arbor, MI: Institute for Social Research.

Gardner, J. W. (1990). On leadership. New York: Free Press. Heller, T., & Van Til, J. (1983). Leadership and followership: Some summary propo-

sitions. Journal of Applied Behavioral Science, 18, 405–414. Hemphill, J. K. (1949). Situational factors in leadership. Columbus: Ohio State Uni-

versity, Bureau of Educational Research. Hickman, G. R. (Ed.). (2009). Leading organizations: Perspectives for a new era (2nd

ed.). Thousand Oaks, CA: SAGE. Hogg, M. A. (2001). A social identity theory of leadership. Personality and Social

Psychology Review, 5, 184–200. Hollander, E. P. (1992). Leadership, followership, self, and others. Leadership Quar-

terly, 3(1), 43–54. Jago, A. G. (1982). Leadership: Perspectives in theory and research. Management Sci-

ence, 28(3), 315–336. Kellerman, B. (2012). The end of leadership. New York: HarperCollins. Kotter, J. P. (1990). A force for change: How leadership differs from management. New

York: Free Press. Moore, B. V. (1927). The May conference on leadership. Personnel Journal, 6, 124–128. Mumford, M. D. (2006). Pathways to outstanding leadership: A comparative analysis of

charismatic, ideological, and pragmatic leaders. Mahwah, NJ: Lawrence Erlbaum. Peters, T. J., & Waterman, R. H. (1982). In search of excellence: Lessons from America’s

best-run companies. New York: Warner Books. Raven, B. H. (1965). Social influence and power. In I. D. Steiner & M. Fishbein

(Eds.), Current studies in social psychology (pp. 371–382). New York: Holt, Rinehart, & Winston.

Rost, J. C. (1991). Leadership for the twenty-first century. New York: Praeger. Seeman, M. (1960). Social status and leadership. Columbus: Ohio State University,

Bureau of Educational Research. Simonet, D. V., & Tett, R. P. (2012). Five perspectives on the leadership-management

relationship: A competency-based evaluation and integration. Journal of Leadership & Organizational Studies, 20(2), 199–213.

Smith, J. A., & Foti, R. J. (1998). A pattern approach to the study of leader emergence. Leadership Quarterly, 9(2), 147–160.

Stogdill, R. M. (1974). Handbook of leadership: A survey of theory and research. New York: Free Press.

Watson, C., & Hoffman, L. R. (2004). The role of task-related behavior in the emer- gence of leaders. Group & Organization Management, 29(6), 659–685.

Zaleznik, A. (1977, May–June). Managers and leaders: Are they different? Harvard Business Review, 55, 67–78.

 

 

2

Trait Approach

DescripTion _____________________________________

Of interest to scholars throughout the 20th century, the trait approach was one of the first systematic attempts to study leadership. In the early 20th century, leadership traits were studied to determine what made certain people great leaders. The theories that were developed were called “great man” theories because they focused on identifying the innate qualities and characteristics possessed by great social, political, and military leaders (e.g., Catherine the Great, Mohandas Gandhi, Indira Gandhi, Abraham Lincoln, Joan of Arc, and Napoleon Bonaparte). It was believed that people were born with these traits, and that only the “great” people possessed them. During this time, research concentrated on determining the specific traits that clearly differentiated leaders from followers (Bass, 1990; Jago, 1982).

In the mid-20th century, the trait approach was challenged by research that questioned the universality of leadership traits. In a major review, Stogdill (1948) suggested that no consistent set of traits differentiated leaders from nonleaders across a variety of situations. An individual with leadership traits who was a leader in one situation might not be a leader in another situation. Rather than being a quality that individuals possess, leadership was reconceptualized as a relationship between people in a social situation. Personal factors related to leadership continued to be important, but researchers contended that these factors were to be considered as relative to the requirements of the situation.

The trait approach has generated much interest among researchers for its explanation of how traits influence leadership (Bryman, 1992). For example, an analysis of much of the previous trait research by Lord, DeVader, and

Heroic Women What Traits Do Leaders Have?

 

 

20 LeaDersHip THeory anD pracTice

Alliger (1986) found that traits were strongly associated with individuals’ perceptions of leadership. Similarly, Kirkpatrick and Locke (1991) went so far as to claim that effective leaders are actually distinct types of people in several key respects.

The trait approach has earned new interest through the current emphasis given by many researchers to visionary and charismatic leadership (see Bass, 1990; Bennis & Nanus, 1985; Nadler & Tushman, 1989; Zaccaro, 2007; Zaleznik, 1977). Charismatic leadership catapulted to the forefront of public attention with the 2008 election of the United States’ first African American president, Barack Obama, who is perceived by many to be charismatic, among many other attributes. In a study to determine what distinguishes charismatic leaders from others, Jung and Sosik (2006) found that charismatic leaders consistently possess traits of self-monitoring, engagement in impression management, motivation to attain social power, and motivation to attain self-actualization. In short, the trait approach is alive and well. It began with an emphasis on identifying the qualities of great persons, shifted to include the impact of situations on leadership, and, currently, has shifted back to reemphasize the critical role of traits in effective leadership.

Although the research on traits spanned the entire 20th century, a good overview of this approach is found in two surveys completed by Stogdill (1948, 1974). In his first survey, Stogdill analyzed and synthesized more than 124 trait studies conducted between 1904 and 1947. In his second study, he analyzed another 163 studies completed between 1948 and 1970. By taking a closer look at each of these reviews, we can obtain a clearer picture of how individuals’ traits contribute to the leadership process.

Stogdill’s first survey identified a group of important leadership traits that were related to how individuals in various groups became leaders. His results showed that the average individual in the leadership role is different from an average group member with regard to the following eight traits: intelligence, alertness, insight, responsibility, initiative, persistence, self-confidence, and sociability.

The findings of Stogdill’s first survey also indicated that an individual does not become a leader solely because that individual possesses certain traits. Rather, the traits that leaders possess must be relevant to situations in which the leader is functioning. As stated earlier, leaders in one situation may not necessarily be leaders in another situation. Findings showed that leadership was not a passive state but resulted from a working relationship between the leader and other group members. This research marked the beginning of a

Great Man Theory impression Management

 

 

chapter 2 Trait approach 21

new approach to leadership research that focused on leadership behaviors and leadership situations.

Stogdill’s second survey, published in 1974, analyzed 163 new studies and compared the findings of these studies to the findings he had reported in his first survey. The second survey was more balanced in its description of the role of traits and leadership. Whereas the first survey implied that leadership is determined principally by situational factors and not traits, the second survey argued more moderately that both traits and situational factors were determinants of leadership. In essence, the second survey validated the original trait idea that a leader’s characteristics are indeed a part of leadership.

Similar to the first survey, Stogdill’s second survey also identified traits that were positively associated with leadership. The list included the following 10 characteristics:

1. drive for responsibility and task completion;

2. vigor and persistence in pursuit of goals;

3. risk taking and originality in problem solving;

4. drive to exercise initiative in social situations;

5. self-confidence and sense of personal identity;

6. willingness to accept consequences of decision and action;

7. readiness to absorb interpersonal stress;

8. willingness to tolerate frustration and delay;

9. ability to influence other people’s behavior; and

10. capacity to structure social interaction systems to the purpose at hand.

Mann (1959) conducted a similar study that examined more than 1,400 findings regarding traits and leadership in small groups, but he placed less emphasis on how situational factors influenced leadership. Although tentative in his conclusions, Mann suggested that certain traits could be used to distinguish leaders from nonleaders. His results identified leaders as strong in the following six traits: intelligence, masculinity, adjustment, dominance, extraversion, and conservatism.

Trait Leadership everyday Leaders

 

 

22 LeaDersHip THeory anD pracTice

Lord et al. (1986) reassessed Mann’s (1959) findings using a more sophisticated procedure called meta-analysis. Lord et al. found that intelligence, masculinity, and dominance were significantly related to how individuals perceived leaders. From their findings, the authors argued strongly that traits could be used to make discriminations consistently across situations between leaders and nonleaders.

Both of these studies were conducted during periods in American history where male leadership was prevalent in most aspects of business and society. In Chapter 15, we explore more contemporary research regarding the role of gender in leadership, and we look at whether traits such as masculinity and dominance still bear out as important factors in distinguishing between leaders and nonleaders.

Yet another review argues for the importance of leadership traits: Kirkpatrick and Locke (1991, p. 59) contended that “it is unequivocally clear that leaders are not like other people.” From a qualitative synthesis of earlier research, Kirkpatrick and Locke postulated that leaders differ from nonleaders on six traits: drive, motivation, integrity, confidence, cognitive ability, and task knowledge. According to these writers, individuals can be born with these traits, they can learn them, or both. It is these six traits that make up the

Table 2.1 studies of Leadership Traits and characteristics

Stogdill (1948) Mann (1959) Stogdill (1974)

Lord, DeVader, and Alliger (1986)

Kirkpatrick and Locke (1991)

Zaccaro, Kemp, and Bader (2004)

intelligence alertness insight responsibility initiative persistence self-confidence sociability

intelligence masculinity adjustment dominance extraversion conservatism

achievement persistence insight initiative self-confidence responsibility cooperativeness tolerance influence sociability

intelligence masculinity dominance

drive motivation integrity confidence cognitive ability task knowledge

cognitive abilities extraversion conscientiousness emotional stability openness agreeableness motivation social intelligence self-monitoring emotional intelligence problem solving

soUrces: adapted from “The Bases of social power,” by J. r. p. French, Jr., and B. raven, 1962, in D. cartwright (ed.), Group Dynamics: Research and Theory (pp. 259–269), new york: Harper and row; Zaccaro, Kemp, & Bader (2004).

Leadership presence Florence nightingale

 

 

chapter 2 Trait approach 23

“right stuff ” for leaders. Kirkpatrick and Locke contended that leadership traits make some people different from others, and this difference should be recognized as an important part of the leadership process.

In the 1990s, researchers began to investigate the leadership traits associated with “social intelligence,” characterized as those abilities to understand one’s own and others’ feelings, behaviors, and thoughts and to act appropriately (Marlowe, 1986). Zaccaro (2002) defined social intelligence as having such capacities as social awareness, social acumen, self-monitoring, and the ability to select and enact the best response given the contingencies of the situation and social environment. A number of empirical studies showed these capacities to be a key trait for effective leaders. Zaccaro, Kemp, and Bader (2004) included such social abilities in the categories of leadership traits they outlined as important leadership attributes (see Table 2.1).

Table 2.1 provides a summary of the traits and characteristics that were identified by researchers from the trait approach. It illustrates clearly the breadth of traits related to leadership. Table 2.1 also shows how difficult it is to select certain traits as definitive leadership traits; some of the traits appear in several of the survey studies, whereas others appear in only one or two studies. Regardless of the lack of precision in Table 2.1, however, it represents a general convergence of research regarding which traits are leadership traits.

What, then, can be said about trait research? What has a century of research on the trait approach given us that is useful? The answer is an extended list of traits that individuals might hope to possess or wish to cultivate if they want to be perceived by others as leaders. Some of the traits that are central to this list include intelligence, self-confidence, determination, integrity, and sociability (Table 2.2).

Intelligence

Intelligence or intellectual ability is positively related to leadership. Based on their analysis of a series of recent studies on intelligence and various indices of leadership, Zaccaro et al. (2004) found support for the finding that leaders tend to have higher intelligence than nonleaders. Having strong verbal

emotional and other intelligences

Table 2.2 Major Leadership Traits

• Intelligence • Self-confidence • Determination

• Integrity • Sociability

 

 

24 LeaDersHip THeory anD pracTice

ability, perceptual ability, and reasoning appears to make one a better leader. Although it is good to be bright, the research also indicates that a leader’s intellectual ability should not differ too much from that of the subordinates. If the leader’s IQ is very different from that of the followers, it can have a counterproductive impact on leadership. Leaders with higher abilities may have difficulty communicating with followers because they are preoccupied or because their ideas are too advanced for their followers to accept.

An example of a leader for whom intelligence was a key trait was Steve Jobs, founder and CEO of Apple who died in 2011. Jobs once said, “I have this really incredible product inside me and I have to get it out” (Sculley, 2011, p. 27). Those visionary products, first the Apple II and Macintosh computers and then the iMac, iPod, iPhone, and iPad, have revolutionized the personal computer and electronic device industry, changing the way people play and work.

In the next chapter of this text, which addresses leadership from a skills perspective, intelligence is identified as a trait that significantly contributes to a leader’s acquisition of complex problem-solving skills and social judgment skills. Intelligence is described as having a positive impact on an individual’s capacity for effective leadership.

Self-Confidence

Self-confidence is another trait that helps one to be a leader. Self-confidence is the ability to be certain about one’s competencies and skills. It includes a sense of self-esteem and self-assurance and the belief that one can make a difference. Leadership involves influencing others, and self-confidence allows the leader to feel assured that his or her attempts to influence others are appropriate and right.

Again, Steve Jobs is a good example of a self-confident leader. When Jobs described the devices he wanted to create, many people said they weren’t possible. But Jobs never doubted his products would change the world, and, despite resistance, he did things the way he thought best. “Jobs was one of those CEOs who ran the company like he wanted to. He believed he knew more about it than anyone else, and he probably did,” said a colleague (Stone, 2011).

Determination

Many leaders also exhibit determination. Determination is the desire to get the job done and includes characteristics such as initiative, persistence,

political Leadership steve Jobs

 

 

chapter 2 Trait approach 25

dominance, and drive. People with determination are willing to assert themselves, are proactive, and have the capacity to persevere in the face of obstacles. Being determined includes showing dominance at times and in situations where followers need to be directed.

Dr. Paul Farmer has shown determination in his efforts to secure health care and eradicate tuberculosis for the very poor of Haiti and other third world countries. He began his efforts as a recent college graduate, traveling and working in Cange, Haiti. While there, he was accepted to Harvard Medical School. Knowing that his work in Haiti was invaluable to his training, he managed to do both: spending months traveling back and forth between Haiti and Cambridge, Massachusetts, for school. His first effort in Cange was to establish a one-room clinic where he treated “all comers” and trained local health care workers. Farmer found that there was more to providing health care than just dispensing medicine: He secured donations to build schools, houses, and communal sanitation and water facilities in the region. He spearheaded vaccinations of all the children in the area, dramatically reducing malnutrition and infant mortality. In order to keep working in Haiti, he returned to America and founded Partners In Health, a charitable foundation that raises money to fund these efforts. Since its founding, PIH not only has succeeded in improving the health of many communities in Haiti but now has projects in Haiti, Lesotho, Malawi, Peru, Russia, Rwanda, and the United States, and supports other projects in Mexico and Guatemala (Kidder, 2004; Partners In Health, 2014).

Integrity

Integrity is another of the important leadership traits. Integrity is the quality of honesty and trustworthiness. People who adhere to a strong set of principles and take responsibility for their actions are exhibiting integrity. Leaders with integrity inspire confidence in others because they can be trusted to do what they say they are going to do. They are loyal, dependable, and not deceptive. Basically, integrity makes a leader believable and worthy of our trust.

In our society, integrity has received a great deal of attention in recent years. For example, as a result of two situations—the position taken by President George W. Bush regarding Iraq’s alleged weapons of mass destruction and the impeachment proceedings during the Clinton presidency—people are demanding more honesty of their public officials. Similarly, scandals in the corporate world (e.g., Enron and WorldCom) have led people to become skeptical of leaders who are not highly ethical. In the educational arena, new

Terry Fox consultant nurses

 

 

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K–12 curricula are being developed to teach character, values, and ethical leadership. (For instance, see the Character Counts! program developed by the Josephson Institute of Ethics in California at www.charactercounts.org, and the Pillars of Leadership program taught at the J. W. Fanning Institute for Leadership in Georgia at www.fanning.uga.edu.) In short, society is demanding greater integrity of character in its leaders.

Sociability

A final trait that is important for leaders is sociability. Sociability is a leader’s inclination to seek out pleasant social relationships. Leaders who show sociability are friendly, outgoing, courteous, tactful, and diplomatic. They are sensitive to others’ needs and show concern for their well-being. Social leaders have good interpersonal skills and create cooperative relationships with their followers.

An example of a leader with great sociability skills is Michael Hughes, a university president. Hughes prefers to walk to all his meetings because it gets him out on campus where he greets students, staff, and faculty. He has lunch in the dorm cafeterias or student union and will often ask a table of strangers if he can sit with them. Students rate him as very approachable, while faculty say he has an open-door policy. In addition, he takes time to write personal notes to faculty, staff, and students to congratulate them on their successes.

Although our discussion of leadership traits has focused on five major traits (i.e., intelligence, self-confidence, determination, integrity, and sociability), this list is not all-inclusive. While other traits indicated in Table 2.1 are associated with effective leadership, the five traits we have identified contribute substantially to one’s capacity to be a leader.

Until recently, most reviews of leadership traits have been qualitative. In addition, they have lacked a common organizing framework. However, the research described in the following section provides a quantitative assessment of leadership traits that is conceptually framed around the five-factor model of personality. It describes how five major personality traits are related to leadership.

Five-Factor Personality Model and Leadership

Over the past 25 years, a consensus has emerged among researchers regarding the basic factors that make up what we call personality (Goldberg, 1990;

extraversion

 

 

chapter 2 Trait approach 27

McCrae & Costa, 1987). These factors, commonly called the Big Five, are neuroticism, extraversion (surgency), openness (intellect), agreeableness, and conscientiousness (dependability). (See Table 2.3.)

To assess the links between the Big Five and leadership, Judge, Bono, Ilies, and Gerhardt (2002) conducted a major meta-analysis of 78 leadership and personality studies published between 1967 and 1998. In general, Judge et al. found a strong relationship between the Big Five traits and leadership. It appears that having certain personality traits is associated with being an effective leader.

Specifically, in their study, extraversion was the factor most strongly associated with leadership. It is the most important trait of effective leaders. Extraversion was followed, in order, by conscientiousness, openness, and low neuroticism. The last factor, agreeableness, was found to be only weakly associated with leadership.

Emotional Intelligence

Another way of assessing the impact of traits on leadership is through the concept of emotional intelligence, which emerged in the 1990s as an important area of study in psychology. It has been widely studied by researchers, and has captured the attention of many practitioners (Caruso & Wolfe, 2004; Goleman, 1995, 1998; Mayer & Salovey, 1995, 1997; Mayer, Salovey, & Caruso, 2000; Shankman & Allen, 2008).

Table 2.3 Big Five personality Factors

neuroticism The tendency to be depressed, anxious, insecure, vulnerable, and hostile

extraversion The tendency to be sociable and assertive and to have positive energy

openness The tendency to be informed, creative, insightful, and curious

Agreeableness The tendency to be accepting, conforming, trusting, and nurturing

conscientiousness The tendency to be thorough, organized, controlled, dependable, and decisive

soUrce: Goldberg, L. r. (1990). an alternative “description of personality”: The big-five factor structure. Journal of Personality and Social Psychology, 59, 1216–1229.

emotional intelligence

 

 

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As the two words suggest, emotional intelligence has to do with our emotions (affective domain) and thinking (cognitive domain), and the interplay between the two. Whereas intelligence is concerned with our ability to learn information and apply it to life tasks, emotional intelligence is concerned with our ability to understand emotions and apply this understanding to life’s tasks. Specifically, emotional intelligence can be defined as the ability to perceive and express emotions, to use emotions to facilitate thinking, to understand and reason with emotions, and to effectively manage emotions within oneself and in relationships with others (Mayer, Salovey, & Caruso, 2000).

There are different ways to measure emotional intelligence. One scale is the Mayer-Salovey-Caruso Emotional Intelligence Test (MSCEIT; Mayer, Caruso, & Salovey, 2000). The MSCEIT measures emotional intelligence as a set of mental abilities, including the abilities to perceive, facilitate, understand, and manage emotion.

Goleman (1995, 1998) takes a broader approach to emotional intelligence, suggesting that it consists of a set of personal and social competencies. Personal competence consists of self-awareness, confidence, self-regulation, conscientiousness, and motivation. Social competence consists of empathy and social skills such as communication and conflict management.

Shankman and Allen (2008) developed a practice-oriented model of emotionally intelligent leadership, which suggests that leaders must be conscious of three fundamental facets of leadership: context, self, and others. In the model, emotionally intelligent leaders are defined by 21 capacities to which a leader should pay attention, including group savvy, optimism, initiative, and teamwork.

There is a debate in the field regarding how big a role emotional intelligence plays in helping people be successful in life. Some researchers, such as Goleman (1995), suggested that emotional intelligence plays a major role in whether people are successful at school, home, and work. Others, such as Mayer, Salovey, and Caruso (2000), made softer claims for the significance of emotional intelligence in meeting life’s challenges.

As a leadership ability or trait, emotional intelligence appears to be an important construct. The underlying premise suggested by this framework is that people who are more sensitive to their emotions and the impact of their emotions on others will be leaders who are more effective. As more research is conducted on emotional intelligence, the intricacies of how emotional intelligence relates to leadership will be better understood.

emergent Leadership

 

 

chapter 2 Trait approach 29

How Does THe TrAiT ApproAcH work? _________

The trait approach is very different from the other approaches discussed in subsequent chapters because it focuses exclusively on the leader, not on the followers or the situation. This makes the trait approach theoretically more straightforward than other approaches. In essence, the trait approach is concerned with what traits leaders exhibit and who has these traits.

The trait approach does not lay out a set of hypotheses or principles about what kind of leader is needed in a certain situation or what a leader should do, given a particular set of circumstances. Instead, this approach emphasizes that having a leader with a certain set of traits is crucial to having effective leadership. It is the leader and the leader’s traits that are central to the leadership process.

The trait approach suggests that organizations will work better if the people in managerial positions have designated leadership profiles. To find the right people, it is common for organizations to use trait assessment instruments. The assumption behind these procedures is that selecting the right people will increase organizational effectiveness. Organizations can specify the characteristics or traits that are important to them for particular positions and then use trait assessment measures to determine whether an individual fits their needs.

The trait approach is also used for personal awareness and development. By analyzing their own traits, managers can gain an idea of their strengths and weaknesses, and can get a feel for how others in the organization see them. A trait assessment can help managers determine whether they have the qualities to move up or to move to other positions in the company.

A trait assessment gives individuals a clearer picture of who they are as leaders and how they fit into the organizational hierarchy. In areas where their traits are lacking, leaders can try to make changes in what they do or where they work to increase their traits’ potential impact.

Near the end of the chapter, a leadership instrument is provided that you can use to assess your leadership traits. This instrument is typical of the kind of assessments that companies use to evaluate individuals’ leadership potential. As you will discover by completing this instrument, trait measures are a good way to assess your own characteristics.

introvert contributions

 

 

30 LeaDersHip THeory anD pracTice

sTrengTHs ______________________________________

The trait approach has several identifiable strengths. First, the trait approach is intuitively appealing. It fits clearly with our notion that leaders are the individuals who are out front and leading the way in our society. The image in the popular press and community at large is that leaders are a special kind of people—people with gifts who can do extraordinary things. The trait approach is consistent with this perception because it is built on the premise that leaders are different, and their difference resides in the special traits they possess. People have a need to see their leaders as gifted people, and the trait approach fulfills this need.

A second strength of the trait approach is that it has a century of research to back it up. No other theory can boast of the breadth and depth of studies conducted on the trait approach. The strength and longevity of this line of research give the trait approach a measure of credibility that other approaches lack. Out of this abundance of research has emerged a body of data that points to the important role of various traits in the leadership process.

Another strength, more conceptual in nature, results from the way the trait approach highlights the leader component in the leadership process. Leadership is composed of leaders, followers, and situations, but the trait approach is devoted to only the first of these—leaders. Although this is also a potential weakness, by focusing exclusively on the role of the leader in leadership the trait approach has been able to provide us with a deeper and more intricate understanding of how the leader and the leader’s traits are related to the leadership process.

Last, the trait approach has given us some benchmarks for what we need to look for if we want to be leaders. It identifies what traits we should have and whether the traits we do have are the best traits for leadership. Based on the findings of this approach, trait assessment procedures can be used to offer invaluable information to supervisors and managers about their strengths and weaknesses and ways to improve their overall leadership effectiveness.

criTicisms _______________________________________

In addition to its strengths, the trait approach has several weaknesses. First and foremost is the failure of the trait approach to delimit a definitive list of leadership traits. Although an enormous number of studies have been conducted over the past 100 years, the findings from these studies have

character Traits

 

 

chapter 2 Trait approach 31

been ambiguous and uncertain at times. Furthermore, the list of traits that has emerged appears endless. This is obvious from Table 2.1, which lists a multitude of traits. In fact, these are only a sample of the many leadership traits that were studied.

Another criticism is that the trait approach has failed to take situations into account. As Stogdill (1948) pointed out more than 60 years ago, it is difficult to isolate a set of traits that are characteristic of leaders without also factoring situational effects into the equation. People who possess certain traits that make them leaders in one situation may not be leaders in another situation. Some people may have the traits that help them emerge as leaders but not the traits that allow them to maintain their leadership over time. In other words, the situation influences leadership. It is therefore difficult to identify a universal set of leadership traits in isolation from the context in which the leadership occurs.

A third criticism, derived from the prior two criticisms, is that this approach has resulted in highly subjective determinations of the most important leadership traits. Because the findings on traits have been so extensive and broad, there has been much subjective interpretation of the meaning of the data. This subjectivity is readily apparent in the many self-help, practice- oriented management books. For example, one author might identify ambition and creativity as crucial leadership traits; another might identify empathy and calmness. In both cases, it is the author’s subjective experience and observations that are the basis for the identified leadership traits. These books may be helpful to readers because they identify and describe important leadership traits, but the methods used to generate these lists of traits are weak. To respond to people’s need for a set of definitive traits of leaders, authors have set forth lists of traits, even if the origins of these lists are not grounded in strong, reliable research.

Research on traits can also be criticized for failing to look at traits in relationship to leadership outcomes. This research has emphasized the identification of traits, but has not addressed how leadership traits affect group members and their work. In trying to ascertain universal leadership traits, researchers have focused on the link between specific traits and leader emergence, but they have not tried to link leader traits with other outcomes such as productivity or employee satisfaction. For example, trait research does not provide data on whether leaders who might have high intelligence and strong integrity have better results than leaders without these traits. The trait approach is weak in describing how leaders’ traits affect the outcomes of groups and teams in organizational settings.

effective and ineffective Leaders

 

 

32 LeaDersHip THeory anD pracTice

A final criticism of the trait approach is that it is not a useful approach for training and development for leadership. Even if definitive traits could be identified, teaching new traits is not an easy process because traits are not easily changed. For example, it is not reasonable to send managers to a training program to raise their IQ or to train them to become extraverted. The point is that traits are largely fixed psychological structures, and this limits the value of teaching and leadership training.

ApplicATion _____________________________________

Despite its shortcomings, the trait approach provides valuable information about leadership. It can be applied by individuals at all levels and in all types of organizations. Although the trait approach does not provide a definitive set of traits, it does provide direction regarding which traits are good to have if one aspires to a leadership position. By taking trait assessments and other similar questionnaires, people can gain insight into whether they have certain traits deemed important for leadership, and they can pinpoint their strengths and weaknesses with regard to leadership.

As we discussed previously, managers can use information from the trait approach to assess where they stand in their organization and what they need to do to strengthen their position. Trait information can suggest areas in which their personal characteristics are very beneficial to the company and areas in which they may want to get more training to enhance their overall approach. Using trait information, managers can develop a deeper understanding of who they are and how they will affect others in the organization.

cAse sTUDies

In this section, three case studies (Cases 2.1, 2.2, and 2.3) are provided to illustrate the trait approach and to help you understand how the trait approach can be used in making decisions in organizational settings. The settings of the cases are diverse—directing research and development at a large snack food company, running an office supply business, and being head of recruitment for a large bank—but all of the cases deal with trait leadership. At the end of each case, you will find questions that will help in analyzing the cases.

What are My Traits?

 

 

chapter 2 Trait approach 33

Case 2.1

choosing a new Director of research

sandra coke is vice president for research and development at Great Lakes Foods (GLF), a large snack food company that has approximately 1,000 employees. as a result of a recent reorganization, sandra must choose the new director of research. The director will report directly to sandra and will be responsible for developing and testing new products. The research division of GLF employs about 200 people. The choice of directors is important because sandra is receiving pressure from the president and board of GLF to improve the company’s overall growth and productivity.

sandra has identified three candidates for the position. each candidate is at the same managerial level. she is having difficulty choosing one of them because each has very strong credentials. alexa smith is a longtime employee of GLF who started part-time in the mailroom while in high school. after finishing school, alexa worked in as many as 10 different positions throughout the company to become manager of new product marketing. performance reviews of alexa’s work have repeatedly described her as being very creative and insightful. in her tenure at GLF, alexa has developed and brought to market four new product lines. alexa is also known throughout GLF as being very persistent about her work: When she starts a project, she stays with it until it is finished. it is probably this quality that accounts for the success of each of the four new products with which she has been involved.

a second candidate for the new position is Kelsey Metts, who has been with GLF for 5 years and is manager of quality control for established products. Kelsey has a reputation for being very bright. Before joining GLF, she received her MBa at Harvard, graduating at the top of her class. people talk about Kelsey as the kind of person who will be president of her own company someday. Kelsey is also very personable. on all her performance reviews, she received extra-high scores on sociability and human relations. There isn’t a supervisor in the company who doesn’t have positive things to say about how comfortable it is to work with Kelsey. since joining GLF, Kelsey has been instrumental in bringing two new product lines to market.

Thomas santiago, the third candidate, has been with GLF for 10 years and is often consulted by upper management regarding strategic plan- ning and corporate direction setting. Thomas has been very involved in establishing the vision for GLF and is a company person all the way. He believes in the values of GLF, and actively promotes its mission. The two

(Continued)

 

 

34 LeaDersHip THeory anD pracTice

qualities that stand out above the rest in Thomas’s performance reviews are his honesty and integrity. employees who have worked under his supervision consistently report that they feel they can trust Thomas to be fair and consistent. Thomas is highly respected at GLF. in his tenure at the company, Thomas has been involved in some capacity with the devel- opment of three new product lines.

The challenge confronting sandra is to choose the best person for the newly established director’s position. Because of the pressure she feels from upper management, sandra knows she must select the best leader for the new position.

Questions

1. Based on the information provided about the trait approach in Tables 2.1 and 2.2, if you were sandra, whom would you select?

2. in what ways is the trait approach helpful in this type of selection?

3. in what ways are the weaknesses of the trait approach highlighted in this case?

(continued)

Case 2.2

A remarkable Turnaround

carol Baines was married for 20 years to the owner of the Baines company until he died in a car accident. after his death, carol decided not to sell the business but to try to run it herself. Before the accident, her only involvement in the business was in informal discussions with her husband over dinner, although she has a college degree in business, with a major in management.

Baines company was one of three office supply stores in a city with a population of 200,000 people. The other two stores were owned by national chains. Baines was not a large company, and employed only five people. Baines had stable sales of about $200,000 a year, serving mostly the smaller companies in the city. The firm had not grown in a number of years and was beginning to feel the pressure of the advertising and lower prices of the national chains.

For the first 6 months, carol spent her time familiarizing herself with the employees and the operations of the company. next, she did a citywide

 

 

chapter 2 Trait approach 35

analysis of companies that had reason to purchase office supplies. Based on her understanding of the company’s capabilities and her assessment of the potential market for their products and services, carol developed a specific set of short-term and long-term goals for the company. Behind all of her planning, carol had a vision that Baines could be a viable, healthy, and competitive company. she wanted to carry on the business that her husband had started, but more than that she wanted it to grow.

over the first 5 years, carol invested significant amounts of money in advertising, sales, and services. These efforts were well spent because the company began to show rapid growth immediately. Because of the growth, the company hired another 20 people.

The expansion at Baines was particularly remarkable because of another major hardship carol had to confront. carol was diagnosed with breast cancer a year after her husband died. The treatment for her cancer included 2 months of radiation therapy and 6 months of strong chemo- therapy. although the side effects included hair loss and fatigue, carol continued to manage the company throughout the ordeal. Despite her difficulties, carol was successful. Under the strength of her leadership, the growth at Baines continued for 10 consecutive years.

interviews with new and old employees at Baines revealed much about carol’s leadership. employees said that carol was a very solid person. she cared deeply about others and was fair and considerate. They said she created a family-like atmosphere at Baines. Few employees had quit Baines since carol took over. carol was devoted to all the employees, and she supported their interests. For example, the company sponsored a softball team in the summer and a basketball team in the winter. others described carol as a strong person. even though she had cancer, she continued to be positive and interested in them. she did not get depressed about the cancer and its side effects, even though coping with cancer was difficult. employees said she was a model of strength, good- ness, and quality.

at age 55, carol turned the business over to her two sons. she continues to act as the president but does not supervise the day-to-day operations. The company is doing more than $3.1 million in sales, and it outpaces the two chain stores in the city.

Questions

1. How would you describe carol’s leadership traits?

2. How big a part did carol’s traits play in the expansion of the company?

3. Would carol be a leader in other business contexts?

 

 

36 LeaDersHip THeory anD pracTice

Case 2.3

recruiting for the Bank

pat nelson is the assistant director of human resources in charge of recruitment for central Bank, a large, full-service banking institu- tion. one of pat’s major responsibilities each spring is to visit as many college campuses as he can to interview graduating seniors for credit analyst positions in the commercial lending area at central Bank. although the number varies, he usually ends up hiring about 20 new people, most of whom come from the same schools, year after year.

pat has been doing recruitment for the bank for more than 10 years, and he enjoys it very much. However, for the upcoming spring he is feeling increased pressure from management to be particularly dis- criminating about whom he recommends hiring. Management is con- cerned about the retention rate at the bank because in recent years as many as 25% of the new hires have left. Departures after the first year have meant lost training dollars and strain on the staff who remain. although management understands that some new hires always leave, the executives are not comfortable with the present rate, and they have begun to question the recruitment and hiring procedures.

The bank wants to hire people who can be groomed for higher-level leadership positions. although certain competencies are required of entry-level credit analysts, the bank is equally interested in skills that will allow individuals to advance to upper management positions as their careers progress.

in the recruitment process, pat always looks for several characteristics. First, applicants need to have strong interpersonal skills, they need to be confident, and they need to show poise and initiative. next, because banking involves fiduciary responsibilities, applicants need to have proper ethics, including a strong sense of the importance of confiden- tiality. in addition, to do the work in the bank, they need to have strong analytical and technical skills, and experience in working with computers. Last, applicants need to exhibit a good work ethic, and they need to show commitment and a willingness to do their job even in difficult circumstances.

pat is fairly certain that he has been selecting the right people to be leaders at central Bank, yet upper management is telling him to reassess his hiring criteria. although he feels that he has been doing the right thing, he is starting to question himself and his recruitment practices.

 

 

chapter 2 Trait approach 37

Questions

1. Based on ideas described in the trait approach, do you think pat is looking for the right characteristics in the people he hires?

2. could it be that the retention problem raised by upper management is unrelated to pat’s recruitment criteria?

3. if you were pat, would you change your approach to recruiting?

leADersHip insTrUmenT _________________________

Organizations use a wide variety of questionnaires to measure individuals’ traits. In many organizations, it is common practice to use standard trait measures such as the Minnesota Multiphasic Personality Inventory or the Myers-Briggs Type Indicator. These measures provide valuable information to the individual and the organization about the individual’s unique attributes for leadership and where the individual could best serve the organization.

In this section, the Leadership Trait Questionnaire (LTQ ) is provided as an example of a measure that can be used to assess your personal leadership characteristics. The LTQ quantifies the perceptions of the individual leader and selected observers, such as subordinates or peers. It measures an individual’s traits and points the individual to the areas in which that individual may have special strengths or weaknesses.

By taking the LTQ , you can gain an understanding of how trait measures are used for leadership assessment. You can also assess your own leadership traits.

 

 

38 LeaDersHip THeory anD pracTice

leadership Trait Questionnaire (lTQ)

Instructions: The purpose of this questionnaire is to measure personal charac- teristics of leadership. The questionnaire should be completed by the leader and five people who are familiar with the leader.

Make five copies of this questionnaire. This questionnaire should be com- pleted by you and five people you know (e.g., roommates, coworkers, rela- tives, friends). Using the following scale, have each individual indicate the degree to which he or she agrees or disagrees with each of the 14 statements below. Do not forget to complete one for yourself.

______________________________________ (leader’s name) is

Key: 1 = strongly 2 = Disagree 3 = neutral 4 = agree 5 = strongly disagree agree

1. Articulate: communicates effectively with others 1 2 3 4 5

2. perceptive: is discerning and insightful 1 2 3 4 5

3. self-confident: Believes in himself/herself and his/her ability 1 2 3 4 5

4. self-assured: is secure with self, free of doubts 1 2 3 4 5

5. persistent: stays fixed on the goals, despite interference 1 2 3 4 5

6. Determined: Takes a firm stand, acts with certainty 1 2 3 4 5

7. Trustworthy: is authentic and inspires confidence 1 2 3 4 5

8. Dependable: is consistent and reliable 1 2 3 4 5

9. Friendly: shows kindness and warmth 1 2 3 4 5

10. outgoing: Talks freely, gets along well with others 1 2 3 4 5

11. conscientious: is thorough, organized, and controlled 1 2 3 4 5

12. Diligent: is persistent, hardworking 1 2 3 4 5

13. sensitive: shows tolerance, is tactful and sympathetic 1 2 3 4 5

14. empathic: Understands others, identifies with others 1 2 3 4 5

scoring

1. enter the responses for raters 1, 2, 3, 4, and 5 in the appropriate columns as shown in example 2.1. The example provides hypothetical ratings to help explain how the questionnaire can be used.

2. For each of the 14 items, compute the average for the five raters and place that number in the “average rating” column.

3. place your own scores in the “self-rating” column.

 

 

chapter 2 Trait approach 39

example 2.1 leadership Traits Questionnaire ratings

average self- rater 1 rater 2 rater 3 rater 4 rater 5 rating rating

1. articulate 4 4 3 2 4 3.4 4

2. perceptive 2 5 3 4 4 3.6 5

3. self-confident 4 4 5 5 4 4.4 4

4. self-assured 5 5 5 5 5 5 5

5. persistent 4 4 3 3 3 3.4 3

6. Determined 4 4 4 4 4 4 4

7. Trustworthy 5 5 5 5 5 5 5

8. Dependable 4 5 4 5 4 4.4 4

9. Friendly 5 5 5 5 5 5 5

10. outgoing 5 4 5 4 5 4.6 4

11. conscientious 2 3 2 3 3 2.6 4

12. Diligent 3 3 3 3 3 3 4

13. sensitive 4 4 5 5 5 4.6 3

14. empathic 5 5 4 5 4 4.6 3

scoring interpretation

The scores you received on the LTQ provide information about how you see yourself and how others see you as a leader. The chart allows you to see where your perceptions are the same as those of others and where they differ.

The example ratings show how the leader self-rated higher than the observ- ers did on the characteristic articulate. on the second characteristic, percep- tive, the leader self-rated substantially higher than others. on the self-confident characteristic, the leader self-rated quite close to others’ rat- ings but lower. There are no best ratings on this questionnaire. The purpose of the instrument is to give you a way to assess your strengths and weak- nesses and to evaluate areas where your perceptions are congruent with those of others and where there are discrepancies.

 

 

40 LeaDersHip THeory anD pracTice

sUmmAry _______________________________________

The trait approach has its roots in leadership theory that suggested that certain people were born with special traits that made them great leaders. Because it was believed that leaders and nonleaders could be differentiated by a universal set of traits, throughout the 20th century researchers were challenged to identify the definitive traits of leaders.

Around the mid-20th century, several major studies questioned the basic premise that a unique set of traits defined leadership. As a result, attention shifted to incorporating the impact of situations and of followers on leadership. Researchers began to study the interactions between leaders and their context instead of focusing only on leaders’ traits. More recently, there have been signs that trait research has come full circle, with a renewed interest in focusing directly on the critical traits of leaders.

From the multitude of studies conducted through the years on personal characteristics, it is clear that many traits contribute to leadership. Some of the important traits that are consistently identified in many of these studies are intelligence, self-confidence, determination, integrity, and sociability. In addition, researchers have found a strong relationship between leadership and the traits described by the f ive-factor personality model. Extraversion was the trait most strongly associated with leadership, followed by conscientiousness, openness, low neuroticism, and agreeableness. Another recent line of research has focused on emotional intelligence and its relationship to leadership. This research suggests that leaders who are sensitive to their emotions and to the impact of their emotions on others may be leaders who are more effective.

On a practical level, the trait approach is concerned with which traits leaders exhibit and who has these traits. Organizations use personality assessment instruments to identify how individuals will fit within their organizations. The trait approach is also used for personal awareness and development because it allows managers to analyze their strengths and weaknesses and to gain a clearer understanding of how they should try to change to enhance their leadership.

There are several advantages to viewing leadership from the trait approach. First, it is intuitively appealing because it fits clearly into the popular idea that leaders are special people who are out front, leading the way in society. Second, a great deal of research validates the basis of this perspective. Third, by focusing exclusively on the leader, the trait approach provides an in-depth understanding of the leader component in the leadership process. Last, it has provided some benchmarks against which individuals can evaluate their own personal leadership attributes.

 

 

chapter 2 Trait approach 41

On the negative side, the trait approach has failed to provide a definitive list of leadership traits. In analyzing the traits of leaders, the approach has failed to take into account the impact of situations. In addition, the approach has resulted in subjective lists of the most important leadership traits, which are not necessarily grounded in strong, reliable research.

Furthermore, the trait approach has not adequately linked the traits of leaders with other outcomes such as group and team performance. Last, this approach is not particularly useful for training and development for leadership because individuals’ personal attributes are largely stable and fixed, and their traits are not amenable to change.

sharpen your skills with saGe edge at edge.sagepub.com/northouse7e

reFerences ______________________________________

Bass, B. M. (1990). Bass and Stogdill ’s handbook of leadership: A survey of theory and research. New York: Free Press.

Bennis, W. G., & Nanus, B. (1985). Leaders: The strategies for taking charge. New York: Harper & Row.

Bryman, A. (1992). Charisma and leadership in organizations. London: SAGE. Caruso, D. R., & Wolfe, C. J. (2004). Emotional intelligence and leadership

development. In D. V. Day, S. J. Zaccaro, & S. M. Halpin (Eds.), Leader development for transforming organizations: Growing leaders for tomorrow (pp. 237–266). Mahwah, NJ: Lawrence Erlbaum.

Goldberg, L. R. (1990). An alternative “description of personality”: The big-five factor structure. Journal of Personality and Social Psychology, 59, 1216–1229.

Goleman, D. (1995). Emotional intelligence. New York: Bantam. Goleman, D. (1998). Working with emotional intelligence. New York: Bantam. Jago, A. G. (1982). Leadership: Perspectives in theory and research. Management

Science, 28(3), 315–336. Judge, T. A., Bono, J. E., Ilies, R., & Gerhardt, M. W. (2002). Personality and

leadership: A qualitative and quantitative review. Journal of Applied Psychology, 87, 765–780.

Jung, D., & Sosik, J. J. (2006). Who are the spellbinders? Identifying personal attributes of charismatic leaders. Journal of Leadership & Organizational Studies, 12, 12–27.

Kidder, T. (2004). Mountains beyond mountains: The quest of Dr. Paul Farmer, a man who would cure the world. New York: Random House.

Kirkpatrick, S. A., & Locke, E. A. (1991). Leadership: Do traits matter? The Executive, 5, 48–60.

 

 

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Lord, R. G., DeVader, C. L., & Alliger, G. M. (1986). A meta-analysis of the relation between personality traits and leadership perceptions: An application of validity generalization procedures. Journal of Applied Psychology, 71, 402–410.

Mann, R. D. (1959). A review of the relationship between personality and performance in small groups. Psychological Bulletin, 56, 241–270.

Marlowe, H. A. (1986). Social intelligence: Evidence for multidimensionality and construct independence. Journal of Educational Psychology, 78, 52–58.

Mayer, J. D., Caruso, D. R., & Salovey, P. (2000). Selecting a measure of emotional intelligence: The case for ability scales. In R. Bar-On & J. D. A. Parker (Eds.), The handbook of emotional intelligence (pp. 320–342). San Francisco: Jossey-Bass.

Mayer, J. D., & Salovey, P. (1995). Emotional intelligence and the construction and regulation of feelings. Applied & Preventive Psychology, 4, 197–208.

Mayer, J. D., & Salovey, P. (1997). What is emotional intelligence? In P. Salovey & D. Sluyter (Eds.), Emotional development and emotional intelligence: Implications for educators (pp. 3–31). New York: Basic Books.

Mayer, J. D., Salovey, P., & Caruso, D. R. (2000). Models of emotional intelligence. In R. J. Sternberg (Ed.), Handbook of intelligence (pp. 396–420). Cambridge: Cambridge University Press.

McCrae, R. R., & Costa, P. T. (1987). Validation of the five-factor model of personality across instruments and observers. Journal of Personality and Social Psychology, 52, 81–90.

Nadler, D. A., & Tushman, M. L. (1989). What makes for magic leadership? In W. E. Rosenbach & R. L. Taylor (Eds.), Contemporary issues in leadership (pp. 135– 139). Boulder, CO: Westview.

Partners In Health. (2014). Our work. Retrieved from http://www.pih.org/our-work Sculley, J. (2011, October 10). No bozos. Ever. Bloomberg Businessweek, 4249, 27. Shankman, M. L., & Allen, S. J. (2008). Emotionally intelligent leadership: A guide for

college students. San Francisco: Jossey-Bass. Stogdill, R. M. (1948). Personal factors associated with leadership: A survey of the

literature. Journal of Psychology, 25, 35–71. Stogdill, R. M. (1974). Handbook of leadership: A survey of theory and research. New

York: Free Press. Stone, B. (2011, October 10). The return. Bloomberg Businessweek, 4249, 40. Zaccaro, S. J. (2002). Organizational leadership and social intelligence. In R. Riggio

(Ed.), Multiple intelligence and leadership (pp. 29–54). Mahwah, NJ: Lawrence Erlbaum.

Zaccaro, S. J. (2007). Trait-based perspectives of leadership. American Psychologist, 62, 6–16.

Zaccaro, S. J., Kemp, C., & Bader, P. (2004). Leader traits and attributes. In J. Antonakis, A. T. Cianciolo, & R. J. Sternberg (Eds.), The nature of leadership (pp. 101–124). Thousand Oaks, CA: SAGE.

Zaleznik, A. (1977, May–June). Managers and leaders: Are they different? Harvard Business Review, 55, 67–78.

 

 

3

Skills Approach

DeScription _____________________________________

Like the trait approach we discussed in Chapter 2, the skills approach takes a leader-centered perspective on leadership. However, in the skills approach we shift our thinking from a focus on personality characteristics, which usually are viewed as innate and largely fixed, to an emphasis on skills and abilities that can be learned and developed. Although personality certainly plays an integral role in leadership, the skills approach suggests that knowl- edge and abilities are needed for effective leadership.

Researchers have studied leadership skills directly or indirectly for a number of years (see Bass, 1990, pp. 97–109). However, the impetus for research on skills was a classic article published by Robert Katz in the Harvard Business Review in 1955, titled “Skills of an Effective Administrator.” Katz’s article appeared at a time when researchers were trying to identify a definitive set of leadership traits. Katz’s approach was an attempt to transcend the trait problem by addressing leadership as a set of developable skills. More recently, a revitalized interest in the skills approach has emerged. Beginning in the early 1990s, a multitude of studies have been published that contend that a leader’s effectiveness depends on the leader’s ability to solve complex orga- nizational problems. This research has resulted in a comprehensive skill- based model of leadership that was advanced by Mumford and his colleagues (Mumford, Zaccaro, Harding, Jacobs, & Fleishman, 2000; Yammarino, 2000).

In this chapter, our discussion of the skills approach is divided into two parts. First, we discuss the general ideas set forth by Katz regarding three basic administrative skills: technical, human, and conceptual. Second, we discuss

Leadership Skills

 

 

44 LeaderShip Theory and pracTice

the recent work of Mumford and colleagues that has resulted in a new skills- based model of organizational leadership.

Three-Skill Approach

Based on field research in administration and his own firsthand observations of executives in the workplace, Katz (1955, p. 34) suggested that effective administration (i.e., leadership) depends on three basic personal skills: tech- nical, human, and conceptual. Katz argued that these skills are quite different from traits or qualities of leaders. Skills are what leaders can accomplish, whereas traits are who leaders are (i.e., their innate characteristics). Leader- ship skills are defined in this chapter as the ability to use one’s knowledge and competencies to accomplish a set of goals or objectives. This chapter shows that these leadership skills can be acquired and leaders can be trained to develop them.

technical Skill

Technical skill is knowledge about and proficiency in a specific type of work or activity. It includes competencies in a specialized area, analytical ability, and the ability to use appropriate tools and techniques (Katz, 1955). For example, in a computer software company, technical skill might include knowing soft- ware language and programming, the company’s software products, and how to make these products function for clients. Similarly, in an accounting firm, technical skill might include understanding and having the ability to apply generally accepted accounting principles to a client’s audit. In both these examples, technical skills involve a hands-on activity with a basic product or process within an organization. Technical skills play an essential role in pro- ducing the actual products a company is designed to produce.

As illustrated in Figure 3.1, technical skill is most important at lower and middle levels of management and less important in upper management. For leaders at the highest level, such as CEOs, presidents, and senior officers, technical competencies are not as essential. Individuals at the top level depend on skilled followers to handle technical issues of the physical operation.

Human Skill

Human skill is knowledge about and ability to work with people. It is quite different from technical skill, which has to do with working with things

applying Katz’s Skills Technical Skills

 

 

chapter 3 Skills approach 45

(Katz, 1955). Human skills are “people skills.” They are the abilities that help a leader to work effectively with followers, peers, and superiors to accomplish the organization’s goals. Human skills allow a leader to assist group members in working cooperatively as a group to achieve common goals. For Katz, it means being aware of one’s own perspective on issues and, at the same time, being aware of the perspective of others. Leaders with human skills adapt their own ideas to those of others. Furthermore, they create an atmosphere of trust where employees can feel comfortable and secure and where they can feel encouraged to become involved in the planning of things that will affect them. Being a leader with human skills means being sensitive to the needs and motivations of others and taking into account others’ needs in one’s decision making. In short, human skill is the capacity to get along with oth- ers as you go about your work.

In Figure 3.1, human skills are important in all three levels of management. Although managers at lower levels may communicate with a far greater number of employees, human skills are equally important at middle and upper levels.

conceptual Skill

Broadly speaking, conceptual skills are the ability to work with ideas and concepts. Whereas technical skills deal with things and human skills deal with people, conceptual skills involve the ability to work with ideas. A leader with conceptual skills is comfortable talking about the ideas that shape an organization and the intricacies involved. He or she is good at putting the company’s goals into words and can understand and express the economic principles that affect the company. A leader with conceptual skills works easily with abstractions and hypothetical notions.

Conceptual skills are central to creating a vision and strategic plan for an organization. For example, it would take conceptual skills for a CEO in a struggling manufacturing company to articulate a vision for a line of new products that would steer the company into profitability. Similarly, it would take conceptual skill for the director of a nonprofit health organization to create a strategic plan that could compete successfully with for-profit health organizations in a market with scarce resources. The point of these examples is that conceptual skill has to do with the mental work of shaping the mean- ing of organizational or policy issues—understanding what a company stands for and where it is or should be going.

In Figure 3.1, conceptual skill is most important at the top management levels. In fact, when upper-level managers do not have strong conceptual

outdoor Leadership Skills

 

 

46 LeaderShip Theory and pracTice

skills, they can jeopardize the whole organization. Conceptual skills are also important in middle management; as we move down to lower management levels, conceptual skills become less important.

Summary of the three-Skill Approach

To summarize, the three-skill approach includes technical, human, and con- ceptual skills. It is important for leaders to have all three skills; depending on where they are in the management structure, however, some skills are more important than others are.

Katz’s work in the mid-1950s set the stage for conceptualizing leadership in terms of skills, but it was not until the mid-1990s that an empirically based

Figure 3.1 Management Skills necessary at Various Levels of an organization

TOP Management

SUPERVISORY Management

MIDDLE Management

SKILLS NEEDED

CONCEPTUAL

TECHNICAL

HUMAN

TECHNICAL HUMAN CONCEPTUAL

CONCEPTUAL

TECHNICAL HUMAN

SoUrce: adapted from “Skills of an effective administrator,” by r. L. Katz, 1955, Harvard Business Review, 33(1), pp. 33–42.

 

 

chapter 3 Skills approach 47

skills approach received recognition in leadership research. In the next sec- tion, the comprehensive skill-based model of leadership is presented.

Skills Model

Beginning in the early 1990s, a group of researchers, with funding from the U.S. Army and Department of Defense, set out to test and develop a comprehensive theory of leadership based on problem-solving skills in organizations. The stud- ies were conducted over a number of years using a sample of more than 1,800 Army officers, representing six grade levels, from second lieutenant to colonel. The project used a variety of new measures and tools to assess the skills of these officers, their experiences, and the situations in which they worked.

The researchers’ main goal was to explain the underlying elements of effec- tive performance. They addressed questions such as these: What accounts for why some leaders are good problem solvers and others are not? What specific skills do high-performing leaders exhibit? How do leaders’ indi- vidual characteristics, career experiences, and environmental influences affect their job performance? As a whole, researchers wanted to identify the leader- ship factors that create exemplary job performance in an actual organization.

Based on the extensive findings from the project, Mumford and colleagues formulated a skill-based model of leadership. The model is characterized as a capability model because it examines the relationship between a leader’s knowledge and skills (i.e., capabilities) and the leader’s performance (Mum- ford, Zaccaro, Harding, et al., 2000, p. 12). Leadership capabilities can be developed over time through education and experience. Unlike the “great man” approach (discussed in this text, Chapter 2), which implies that leader- ship is reserved for only the gifted few, the skills approach suggests that many people have the potential for leadership. If people are capable of learn- ing from their experiences, they can acquire leadership. The skills approach can also be distinguished from the leadership approaches we will discuss in subsequent chapters, which focus on behavioral patterns of leaders (e.g., the style approach, transformational leadership, or leader–member exchange theory). Rather than emphasizing what leaders do, the skills approach frames leadership as the capabilities (knowledge and skills) that make effective leadership possible (Mumford, Zaccaro, Harding, et al., 2000, p. 12).

The skill-based model of Mumford’s group has five components: competen- cies, individual attributes, leadership outcomes, career experiences, and envi- ronmental influences. A portion of the model, illustrating three of these components, appears in Figure 3.2. This portion of the model is essential to understanding the overall skill-based leadership model.

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48 LeaderShip Theory and pracTice

competencies

As can be observed in the middle box in Figure 3.2, problem-solving skills, social judgment skills, and knowledge are at the heart of the skills model. These three competencies are the key factors that account for effective performance.

Problem-Solving Skills. What are problem-solving skills? According to Mumford, Zaccaro, Harding, et al. (2000), problem-solving skills are a leader’s creative ability to solve new and unusual, ill-defined organizational problems. The skills include being able to define significant problems, gather problem information, formulate new understandings about the problem, and generate prototype plans for problem solutions. These skills do not function in a vacuum, but are carried out in an organizational con- text. Problem-solving skills demand that leaders understand their own leadership capacities as they apply possible solutions to the unique prob- lems in their organization (Mumford, Zaccaro, Connelly, & Marks, 2000).

Being able to construct solutions plays a special role in problem solving. In considering solutions to organizational problems, skilled leaders need to attend to the time frame for constructing and implementing a solution, short-term and long-term goals, career goals and organizational goals, and external issues, all of which could influence the solution (Mumford, Zaccaro, Harding, et al., 2000, p. 15).

Figure 3.2 Three components of the Skills Model

INDIVIDUAL ATTRIBUTES

General Cognitive Ability

Crystallized Cognitive Ability

Motivation

Personality

COMPETENCIES

Problem-Solving Skills

Social Judgment Skills

Knowledge

LEADERSHIP OUTCOMES

Effective Problem Solving

Performance

SoUrce: adapted from “Leadership Skills for a changing World: Solving complex Social problems,” by M. d. Mumford, S. J. Zaccaro, F. d. harding, T. o. Jacobs, and e. a. Fleishman, 2000, Leadership Quarterly, 11(1), 23.

conceptualizations of Skill Shared Leadership

 

 

chapter 3 Skills approach 49

To clarify what is meant by problem-solving skills, consider the following hypothetical situation. Imagine that you are the director of human resources for a medium-sized company and you have been informed by the president that you have to develop a plan to reduce the company’s health care costs. In deciding what you will do, you could demonstrate problem-solving skills in the following ways. First, you identify the full ramifications for employees of changing their health insurance coverage. What is the impact going to be? Second, you gather information about how benefits can be scaled back. What other companies have attempted a similar change, and what were their results? Third, you find a way to teach and inform the employees about the needed change. How can you frame the change in such a way that it is clearly understood? Fourth, you create possible scenarios for how the changes will be instituted. How will the plan be described? Fifth, you look closely at the solution itself. How will implementing this change affect the company’s mission and your own career? Last, are there issues in the organization (e.g., union rules) that may affect the implementation of these changes?

As illustrated by this example, the process of dealing with novel, ill-defined organizational problems is complex and demanding for leaders. In many ways, it is like a puzzle to be solved. For leaders to solve such puzzles, the skill-based model suggests that problem-solving skills are essential.

Social Judgment Skills. In addition to problem-solving skills, effective leadership performance also requires social judgment skills (see Figure 3.2). In general, social judgment skills are the capacity to understand people and social systems (Zaccaro, Mumford, Connelly, Marks, & Gilbert, 2000, p. 46). They enable leaders to work with others to solve problems and to marshal support to implement change within an organization. Social judg- ment skills are the people skills that are necessary to solve unique organiza- tional problems.

Conceptually, social judgment skills are similar to Katz’s (1955) early work on the role of human skills in management. In contrast to Katz’s work, Mumford and colleagues have delineated social judgment skills into the fol- lowing: perspective taking, social perceptiveness, behavioral flexibility, and social performance.

Perspective taking means understanding the attitudes that others have toward a particular problem or solution. It is empathy applied to problem solving. Perspective taking means being sensitive to other people’s perspectives and goals—being able to understand their point of view on different issues. Included in perspective taking is knowing how different constituencies in an

emotional intelligence Skills problem-Solving approaches

 

 

50 LeaderShip Theory and pracTice

organization view a problem and possible solutions. According to Zaccaro, Gilbert, Thor, and Mumford (1991), perspective-taking skills can be likened to social intelligence. These skills are concerned with knowledge about people, the social fabric of organizations, and the interrelatedness of each of them.

Social perceptiveness is insight and awareness into how others in the organiza- tion function. What is important to others? What motivates them? What problems do they face, and how do they react to change? Social perceptive- ness means understanding the unique needs, goals, and demands of different organizational constituencies (Zaccaro et al., 1991). A leader with social perceptiveness has a keen sense of how followers will respond to any pro- posed change in the organization. In a sense, you could say it allows the leader to know the pulse of followers on any issue at any time.

In addition to understanding others accurately, social judgment skills also involve reacting to others with flexibility. Behavioral flexibility is the capacity to change and adapt one’s behavior in light of an understanding of others’ perspectives in the organization. Being flexible means one is not locked into a singular approach to a problem. One is not dogmatic but rather maintains an openness and willingness to change. As the circumstances of a situation change, a flexible leader changes to meet the new demands.

Social performance includes a wide range of leadership competencies. Based on an understanding of followers’ perspectives, leaders need to be able to communicate their own vision to others. Skill in persuasion and communi- cating change is essential to do this. When there is resistance to change or interpersonal conflict about change, leaders need to function as mediators. To this end, skill in conflict resolution is an important aspect of social per- formance competency. In addition, social performance sometimes requires that leaders coach followers, giving them direction and support as they move toward selected organizational goals. In all, social performance includes many related skills that may come under the umbrella of communication.

To review, social judgment skills are about being sensitive to how your ideas fit in with others. Can you understand others’ perspectives and their unique needs and motivations? Are you flexible, and can you adapt your own ideas to others? Can you work with others even when there is resistance and con- flict? Social judgment skills are the people skills needed to advance change in an organization.

Knowledge. As shown in the model (see Figure 3.2), the third aspect of competencies is knowledge. Knowledge is inextricably related to the

Flexibility

 

 

chapter 3 Skills approach 51

application and implementation of problem-solving skills in organizations. It directly influences a leader’s capacity to define complex organizational problems and to attempt to solve them (Mumford, Zaccaro, Harding, et al., 2000). Knowledge is the accumulation of information and the mental struc- tures used to organize that information. Such a mental structure is called a schema (a summary, a diagrammatic representation, or an outline). Knowledge results from having developed an assortment of complex schemata for learning and organizing data.

For example, all of us take various kinds of facts and information into our minds. As we organize that information into categories or schemata, the information becomes more meaningful. Knowledge emerges from the facts and the organizational structures we apply to them. People with a lot of knowledge have more complex organizing structures than those with less knowledge. These knowledgeable people are called experts.

Consider the following baseball example. A baseball expert knows a lot of facts about the game; the expert knows the rules, strategies, equipment, players, and much, much more. The expert’s knowledge about baseball includes the facts, but it also includes the complex mental structures used in organizing and structuring those facts. That person knows not only the season and lifetime statistics for each player, but also that player’s quirks and injuries, the personality of the manager, the strengths and weaknesses of available substitutes, and so on. The expert knows baseball because she or he comprehends the complexities and nuances of the game. The same is true for leadership in organizations. Leaders with knowledge know much about the products, the tasks, the people, the organization, and all the dif- ferent ways these elements are related to each other. A knowledgeable leader has many mental structures with which to organize the facts of orga- nizational life.

Knowledge has a positive impact on how leaders engage in problem solving. It is knowledge and expertise that make it possible for people to think about complex system issues and identify possible strategies for appropriate change. Furthermore, this capacity allows people to use prior cases and incidents in order to plan for needed change. It is knowledge that allows people to use the past to constructively confront the future.

To summarize, the skills model consists of three competencies: problem- solving skills, social judgment skills, and knowledge. Collectively, these three components are positively related to effective leadership performance (see Figure 3.2).

evidence-Based practice

 

 

52 LeaderShip Theory and pracTice

individual Attributes

Returning to Figure 3.2, the box on the left identifies four individual attri- butes that have an impact on leadership skills and knowledge: general cogni- tive ability, crystallized cognitive ability, motivation, and personality. These attributes play important roles in the skills model. Complex problem solving is a very difficult process and becomes more difficult as people move up in the organization. These attributes support people as they apply their leader- ship competencies.

General Cognitive Ability. General cognitive ability can be thought of as a person’s intelligence. It includes perceptual processing, information pro- cessing, general reasoning skills, creative and divergent thinking capacities, and memory skills. General cognitive ability is linked to biology, not to experience.

General cognitive ability is sometimes described as fluid intelligence, a type of intelligence that usually grows and expands up through early adulthood and then declines with age. In the skills model, intelligence is described as having a positive impact on the leader’s acquisition of complex problem- solving skills and the leader’s knowledge.

Crystallized Cognitive Ability. Crystallized cognitive ability is intellectual ability that is learned or acquired over time. It is the store of knowledge we acquire through experience. We learn and increase our capacities over a lifetime, increasing our leadership potential (e.g., problem-solving skills, conceptual ability, and social judgment skills). In normally functioning adults, this type of cognitive ability grows continuously and typically does not fall off in adulthood. It includes being able to comprehend complex information and learn new skills and information, as well as being able to communicate to others in oral and written forms (Connelly et al., 2000, p. 71). Stated another way, crystallized cognitive ability is acquired intelli- gence: the ideas and mental abilities people learn through experience. Because it stays fairly stable over time, this type of intelligence is not dimin- ished as people get older.

Motivation. Motivation is listed as the third attribute in the model. Although the model does not purport to explain the many ways in which motivation may affect leadership, it does suggest three aspects of motivation that are essential to developing leadership skills (Mumford, Zaccaro, Harding, et al., 2000, p. 22): First, leaders must be willing to tackle complex organizational problems. This first step is critical. For leadership to occur, a

role of emotions

 

 

chapter 3 Skills approach 53

person wants to lead. Second, leaders must be willing to express domi- nance—to exert their influence, as we discussed in Chapter 2. In influencing others, the leader must take on the responsibility of dominance because the influence component of leadership is inextricably bound to dominance. Third, leaders must be committed to the social good of the organization. The social good is a broad term that can refer to a host of outcomes. However, in the skills model it refers to the leader’s willingness to take on the responsi- bility of trying to advance the overall human good and value of the organi- zation. Taken together, these three aspects of motivation (willingness, dominance, and social good) prepare people to become leaders.

Personality. Personality is the fourth individual attribute in the skills model. Placed where it is in the model, this attribute reminds us that our personality has an impact on the development of our leadership skills. For example, open- ness, tolerance for ambiguity, and curiosity may affect a leader’s motivation to try to solve some organizational problems. Or, in conflict situations, traits such as confidence and adaptability may be beneficial to a leader’s perfor- mance. The skills model hypothesizes that any personality characteristic that helps people to cope with complex organizational situations probably is related to leader performance (Mumford, Zaccaro, Harding, et al., 2000).

Leadership outcomes

In the right-hand box in Figure 3.2, effective problem solving and perfor- mance are the outcomes of leadership. These outcomes are strongly influenced by the leader’s competencies (i.e., problem-solving skills, social judgment skills, and knowledge). When leaders exhibit these competencies, they increase their chances of problem solving and overall performance.

Effective Problem Solving. As we discussed earlier, the skills model is a capability model, designed to explain why some leaders are good problem solvers and others are not. Problem solving is the keystone in the skills approach. In the model (see Figure 3.2), problem-solving skills, as compe- tencies, lead to effective problem solving as a leadership outcome. The cri- teria for good problem solving are determined by the originality and the quality of expressed solutions to problems. Good problem solving involves creating solutions that are logical, effective, and unique, and that go beyond given information (Zaccaro et al., 2000).

Performance. In the model, performance outcomes reflect how well the leader has done her or his job. To measure performance, standard external

Managerial Leadership

 

 

54 LeaderShip Theory and pracTice

criteria are used. If the leader has done well and been successful, the leader’s evaluations will be positive. Leaders who are effective receive good annual performance reviews, get merit raises, and are recognized by superiors and followers as competent leaders. In the end, performance is the degree to which a leader has successfully performed the assigned duties.

Taken together, effective problem solving and performance are the two ways to assess leadership effectiveness using the skills model. Furthermore, good problem solving and good performance go hand in hand. A full depiction of the comprehensive skills model appears in Figure 3.3. It contains two other components, not depicted in Figure 3.2, that contribute to overall leadership performance: career experiences and environmental influences.

career experiences

As you can see in Figure 3.3, career experiences have an impact on the char- acteristics and competencies of leaders. The skills model suggests that the experiences acquired in the course of leaders’ careers influence their knowl- edge and skills to solve complex problems. Mumford, Zaccaro, Harding, et al. (2000, p. 24) pointed out that leaders can be helped through challenging job assignments, mentoring, appropriate training, and hands-on experience in solving new and unusual problems. In addition, the authors think that career experiences can positively affect the individual characteristics of lead- ers. For example, certain on-the-job assignments could enhance a leader’s motivation or intellectual ability.

In the first section of this chapter, we discussed Katz’s (1955) work, which notes that conceptual skills are essential for upper-level administrators. This is consistent with Mumford, Zaccaro, Harding, et al.’s (2000) skills model, which contends that leaders develop competencies over time. Career experi- ence helps leaders to improve their skills and knowledge over time. Leaders learn and develop higher levels of conceptual capacity if the kinds of prob- lems they confront are progressively more complex and more long term as they ascend the organizational hierarchy (Mumford, Zaccaro, Connelly, et al., 2000). Similarly, upper-level leaders, as opposed to first-line supervi- sors, develop new competencies because they are required to address prob- lems that are more novel, that are more poorly defined, and that demand more human interaction. As these people move through their careers, higher levels of problem-solving and social judgment skills become increasingly important (Mumford & Connelly, 1991).

Mentoring and coaching

 

 

chapter 3 Skills approach 55

So the skills and knowledge of leaders are shaped by their career experiences as they address increasingly complex problems in the organization. This notion of developing leadership skills is unique and quite different from other leadership perspectives. If we say, “Leaders are shaped by their experi- ences,” then it means leaders are not born to be leaders (Mumford, Zaccaro, Harding, et al., 2000). Leaders can develop their abilities through experience, according to the skills model.

environmental influences

The final component of the skills model is environmental influences, which is illustrated at the bottom of Figure 3.3. Environmental influences represent factors that lie outside the leader’s competencies, characteristics, and experi- ences. These environmental influences can be internal and external.

Internal environmental influences affecting leadership performance can include such factors as technology, facilities, expertise of subordinates, and communication. For example, an aging factory or one lacking in high-speed technology could have a major impact on the nature of problem-solving activities. Another example might be the skill levels of followers: If a leader’s followers are highly competent, they will definitely improve the group’s problem solving and performance. Similarly, if a task is particularly complex or a group’s communication poor, the leader’s performance will be affected.

External environmental influences, including economic, political, and social issues, as well as natural disasters, can provide unique challenges to leaders. In March 2011, a massive earthquake and tsunami devastated large parts of Japan, crippling that nation’s automobile manufacturing industry. Toyota Motor Corp. alone had more than 650 of its suppliers and component man- ufacturers wiped out, halting worldwide production of Toyota vehicles and devastating the company’s sales. At the same time, this disaster was a boon to American carmakers, which increased shipments and began outselling Toyota, which had dominated the market. Leaders of these automobile com- panies, both Japanese and American, had to respond to unique challenges posed by external forces completely beyond their control.

The skills model does not provide an inventory of specific environmental influences. Instead, it acknowledges the existence of these factors and recog- nizes that they are indeed influences that can affect a leader’s performance. In other words, environmental influences are a part of the skills model but not usually under the control of the leader.

Veterans and Leadership

 

 

56 LeaderShip Theory and pracTice

Summary of the Skills Model

In summary, the skills model frames leadership by describing five compo- nents of leader performance. At the heart of the model are three competen- cies: problem-solving skills, social judgment skills, and knowledge. These three competencies are the central determinants of effective problem solving and performance, although individual attributes, career experiences, and environ- mental influences all have impacts on leader competencies. Through job experience and training, leaders can become better problem solvers and more effective leaders.

How DoeS tHe SkiLLS ApproAcH work? _________

The skills approach is primarily descriptive: It describes leadership from a skills perspective. Rather than providing prescriptions for success in leader- ship, the skills approach provides a structure for understanding the nature of effective leadership. In the previous sections, we discussed the skills perspective based on the work of Katz (1955) and Mumford, Zaccaro, Harding, et al. (2000). What does each of these bodies of work suggest about the structure and functions of leadership?

Figure 3.3 Skills Model of Leadership

Career Experiences

Environmental Influences

INDIVIDUAL ATTRIBUTES

General Cognitive Ability

Crystallized Cognitive Ability

Motivation

Personality

COMPETENCIES

Problem-Solving Skills

Social Judgment Skills

Knowledge

Problem-Solving Skills

Social Judgment Skills

Knowledge

LEADERSHIP OUTCOMES

Effective Problem Solving

Performance

SoUrce: adapted from “Leadership Skills for a changing World: Solving complex Social problems,” by M. d. Mumford, S. J. Zaccaro, F. d. harding, T. o. Jacobs, and e. a. Fleishman, 2000, Leadership Quarterly, 11(1), 23.

 

 

chapter 3 Skills approach 57

The three-skill approach of Katz suggests that the importance of certain leadership skills varies depending on where leaders are in a management hierarchy. For leaders operating at lower levels of management, technical and human skills are most important. When leaders move into middle manage- ment, it becomes important that they have all three skills: technical, human, and conceptual. At the upper management levels, it is paramount for leaders to exhibit conceptual and human skills.

This approach was reinforced in a 2007 study that examined the skills needed by executives at different levels of management. The researchers used a four- skill model, similar to Katz’s approach, to assess cognitive skills, interpersonal skills, business skills, and strategic skills of 1,000 managers at the junior, mid- dle, and senior levels of an organization. The results showed that interpersonal and cognitive skills were required more than business and strategic skills for those on the lower levels of management. As one climbed the career ladder, however, the execution of higher levels of all four of these leadership skills became necessary (Mumford, Campion, & Morgeson, 2007).

In their skills model, Mumford, Zaccaro, Harding, et al. (2000) provided a more complex picture of how skills relate to the manifestation of effective leadership. Their skills model contends that leadership outcomes are the direct result of a leader’s competencies in problem-solving skills, social judg- ment skills, and knowledge. Each of these competencies includes a large repertoire of abilities, and each can be learned and developed. In addition, the model illustrates how individual attributes such as general cognitive abil- ity, crystallized cognitive ability, motivation, and personality influence the leader’s competencies. And finally, the model describes how career experi- ences and environmental influences play a direct or indirect role in leader- ship performance.

The skills approach works by providing a map for how to reach effective leadership in an organization: Leaders need to have problem-solving skills, social judgment skills, and knowledge. Workers can improve their capabili- ties in these areas through training and experience. Although each leader’s personal attributes affect his or her skills, it is the leader’s skills themselves that are most important in addressing organizational problems.

StrengtHS ______________________________________

In several ways, the skills approach contributes positively to our under- standing about leadership. First, it is a leader-centered model that stresses

Leadership Skills development

 

 

58 LeaderShip Theory and pracTice

the importance of developing particular leadership skills. It is the first approach to conceptualize and create a structure of the process of leadership around skills. Whereas the early research on skills highlighted the impor- tance of skills and the value of skills across different management levels, the later work placed learned skills at the center of effective leadership perfor- mance at all management levels.

Second, the skills approach is intuitively appealing. To describe leadership in terms of skills makes leadership available to everyone. Unlike personality traits, skills are competencies that people can learn or develop. It is like playing a sport such as tennis or golf. Even without natural ability in these sports, people can improve their games with practice and instruction. The same is true with leadership. When leadership is framed as a set of skills, it becomes a process that people can study and practice to become better at performing their jobs.

Third, the skills approach provides an expansive view of leadership that incorporates a wide variety of components, including problem-solving skills, social judgment skills, knowledge, individual attributes, career experiences, and environmental influences. Each of these components can further be subdivided into several subcomponents. The result is a picture of leadership that encompasses a multitude of factors. Because it includes so many vari- ables, the skills approach can capture many of the intricacies and complexi- ties of leadership not found in other models.

Last, the skills approach provides a structure that is very consistent with the curricula of most leadership education programs. Leadership education pro- grams throughout the country have traditionally taught classes in creative problem solving, conflict resolution, listening, and teamwork, to name a few. The content of these classes closely mirrors many of the components in the skills model. Clearly, the skills approach provides a structure that helps to frame the curricula of leadership education and development programs.

criticiSMS _______________________________________

Like all other approaches to leadership, the skills approach also has certain weaknesses. First, the breadth of the skills approach seems to extend beyond the boundaries of leadership. For example, by including motivation, critical thinking, personality, and conflict resolution, the skills approach addresses more than just leadership. Another example of the model’s breadth is its inclusion of two types of intelligence (i.e., general cognitive ability and crys- tallized cognitive ability). Although both areas are studied widely in the field

 

 

chapter 3 Skills approach 59

of cognitive psychology, they are seldom addressed in leadership research. By including so many components, the skills model of Mumford and others becomes more general and less precise in explaining leadership performance.

Second, related to the first criticism, the skills model is weak in predictive value. It does not explain specifically how variations in social judgment skills and problem-solving skills affect performance. The model suggests that these components are related, but it does not describe with any precision just how that works. In short, the model can be faulted because it does not explain how skills lead to effective leadership performance.

In addition, the skills approach can be criticized for claiming not to be a trait model when, in fact, a major component in the model includes individual attributes, which are trait-like. Although Mumford and colleagues describe cognitive abilities, motivation, and personality variables as factors contribut- ing to competencies, these are also factors that are typically considered to be trait variables. The point is that the individual attributes component of the skills model is trait driven, and that shifts the model away from being strictly a skills approach to leadership.

The final criticism of the skills approach is that it may not be suitably or appropriately applied to other contexts of leadership. The skills model was constructed by using a large sample of military personnel and observing their performance in the armed services. This raises an obvious question: Can the results be generalized to other populations or organizational settings? Although some research suggests that these Army findings can be general- ized to other groups (Mumford, Zaccaro, Connelly, et al., 2000), more research is needed to address this criticism.

AppLicAtion _____________________________________

Despite its appeal to theorists and academics, the skills approach has not been widely used in applied leadership settings. For example, there are no training packages designed specifically to teach people leadership skills from this approach. Although many programs have been designed to teach leadership skills from a general self-help orientation, few of these programs are based on the conceptual frameworks set forth in this chapter.

Despite the lack of formal training programs, the skills approach offers valu- able information about leadership. The approach provides a way to delineate the skills of the leader, and leaders at all levels in an organization can use it.

Skills and Business intelligence

 

 

60 LeaderShip Theory and pracTice

In addition, this approach helps us to identify our strengths and weaknesses in regard to these technical, human, and conceptual skills. By taking a skills inventory such as the one provided at the end of this chapter, people can gain further insight into their own leadership competencies. Their scores allow them to learn about areas in which they may want to seek further training to enhance their overall contributions to their organization.

From a wider perspective, the skills approach may be used in the future as a template for the design of extensive leadership development programs. This approach provides the evidence for teaching leaders the important aspects of listening, creative problem solving, conflict resolution skills, and much more.

cASe StUDieS

The following three case studies (Cases 3.1, 3.2, and 3.3) describe leader- ship situations that can be analyzed and evaluated from the skills perspec- tive. The first case involves the principal investigator of a federally funded research grant. The second case takes place in a military setting and describes how a lieutenant colonel handles the downsizing of a military base. In the third case, we learn about how the owner of an Italian restau- rant has created his own recipe for success.

As you read each case, try to apply the principles of the skills approach to the leaders and their situations. At the end of each case are questions that will assist you in analyzing the case.

 
"Looking for a Similar Assignment? Get Expert Help at an Amazing Discount!"

Signature Assignment: Leveraging Technology In Organizational Design OCONOR ONLY

Create a 15- to 20-slide Microsoft® PowerPoint® presentation with speaker notes, using the organization you selected in Week 1 and include the following:

  • Illustrate the difference between technical innovation and organizational effectiveness.
  • Evaluate thedifferent types of technology available, and recommend the most appropriate technology for your organization.
  • Apply at least three different types of technology to your selected organization and explain why one should be selected over the other two.
  • Recommend the best technology for improving the organization’s efficiencies or competencies while also reducing risk.
  • Apply a given technology to your organization and explain its impact on your organization’s culture as part of its change management process.
  • Illustrate the rationale for your decision using either graphs or flow charts.

Format your presentation consistent with APA guidelines.

 

 

Jones, G. R. (2013). Organizational theory, design, and change (7th ed.). Upper Saddle River, NJ: Prentice Hall.

Page 1 of 98

 

 

 

 

 

Chapter 9

Organizational Design,

Competences, and Technology

 

 

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Learning Objectives

This chapter focuses on technology and examines how organizations use it to build

competences and create value. Then it discusses why certain forms of

organizational structures are suitable for different types of technology, just as earlier

chapters used a similar contingency approach to examine why certain environments

or strategies typically require the use of certain forms of structure.

After studying this chapter you should be able to:

 

1. Identify what technology is and how it relates to organizational

effectiveness.

2. Differentiate among three different kinds of technology that create different

competences.

3. Understand how each type of technology needs to be matched to a certain

kind of organizational structure if an organization is to be effective.

4. Understand how technology affects organizational culture.

5. Appreciate how advances in technology, and new techniques for managing

technology, are helping increase organizational effectiveness.

 

 

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What Is Technology?

When we think of an organization, we are likely to think of it in terms of what it does.

We think of manufacturing organizations like Whirlpool or Ford as places where

people use their skills in combination with machinery and equipment to assemble

inputs into appliances, cars, and other finished products. We view service

organizations like hospitals and banks as places where people apply their skills in

combination with machinery or equipment to make sick people well or to facilitate

customers’ financial transactions. In all manufacturing and service organizations,

activities are performed to create value—that is, inputs are converted into goods

and services that satisfy people’s needs.

Technology is the combination of skills, knowledge, abilities, techniques,

materials, machines, computers, tools, and other equipment that people use to

convert or change raw materials, problems, and new ideas into valuable goods and

services. When people at Ford, the Mayo Clinic, H&R Block, and Google use their

skills, knowledge, materials, machines, and so forth, to produce a finished car, a

cured patient, a completed tax return, or a new online application, they are using

technology to bring about change to something to add value to it.

 

Technology

 

The combination of skills, knowledge, abilities,

techniques, materials, machines, computers, tools,

and other equipment that people use to convert or

change raw materials into valuable goods and

services.

 

 

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Inside an organization, technology exists at three levels: individual, functional or

departmental, and organizational. At the individual level, technology is the personal

skills, knowledge, and competences that individual women and men possess. At the

functional or departmental level, the procedures and techniques that groups work

out to perform their work create competences that constitute technology. The

interactions of the members of a surgical operating team, the cooperative efforts of

scientists in a research and

 

development laboratory, and techniques developed by assembly-line workers are

all examples of competences and technology at the functional or departmental

level.

 

Mass production

 

The organizational technology that uses conveyor

belts and a standardized, progressive assembly

process to manufacture goods.

 

The way an organization converts inputs into outputs is often used to characterize

technology at the organizational level. Mass production is the organizational

technology based on competences in using a standardized, progressive assembly

process to manufacture goods. Craftswork is the technology that involves

groups of skilled workers interacting closely and combining their skills to produce

 

 

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custom-designed products. The difference between these two forms of technology

is clearly illustrated in Organizational Insight 9.1 .

 

Craftswork

 

The technology that involves groups of skilled

workers who interact closely to produce custom-

designed products.

 

 

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Organizational Insight

9.1 Progressive Manufacture at Ford

In 1913, Henry Ford opened the Highland Park plant to produce the Model

T car. In doing so, he changed forever the way complex products like cars

are made, and the new technology of “progressive manufacture” (Ford’s

term), or mass production, was born. Before Ford introduced mass

production, most cars were manufactured by craftswork. A team of

workers—a skilled mechanic and a few helpers—performed all the

operations necessary to make the product. Individual craftsworkers in the

automobile and other industries have the skills to deal with unexpected

situations as they arise during the manufacturing process. They can modify

misaligned parts so that they fit together snugly, and they can follow

specifications and create small batches of a range of products. Because

craftswork relies on workers’ skills and expertise, it is a costly and slow

method of manufacturing. In searching for new ways to improve the

efficiency of manufacturing, Ford developed the process of progressive

manufacture.

 

 

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Brian Delft © Dorling Kindersley

 

Ford outlined three principles of progressive manufacture:

 

1. Work should be delivered to the worker; the worker should not have

to find the work. 1

At the Highland Park plant, a mechanized, moving

conveyor belt brought cars to the workers. Workers did not move

past a stationary line of cars under assembly.

2. Work should proceed in an orderly and specific sequence so each

task builds on the task that precedes it. At Highland Park, the

implementation of this idea fell to managers, who worked out the

most efficient sequence of tasks and coordinated them with the

speed of the conveyor belt.

3. Individual tasks should be broken down into their simplest

components to increase specialization and create an efficient

division of labor. The assembly of a taillight, for example, might be

broken into two separate tasks to be performed all day long by two

 

 

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different workers. One person puts lightbulbs into a reflective panel;

the other person screws a red lens onto the reflective panel.

As a result of this new work system, by 1914 Ford plants employed 15,000

workers but only 255 supervisors (not including top management) to

oversee them. The ratio of workers to supervisors was 58 to 1. This very

wide span of control was possible because the sequence and pacing of the

work were not directed by the supervisors but were controlled by work

programming and the speed of the production line. 2

The mass production

system helped Ford control many workers with a relatively small number of

supervisors, but it also created a tall hierarchy. The hierarchy at a typical

Ford plant had six levels, reflecting the fact that management’s major

preoccupation was the vertical communication of information to top

management, which controlled decision making for the whole plant.

The introduction of mass production technology to auto making was only

one of Henry Ford’s technological manufacturing innovations. Another was

the use of interchangeable parts. When parts are interchangeable, the

components from various suppliers fit together; they do not need to be

altered to fit during the assembly process. With the old craftswork method of

production, a high level of worker competence was needed to fit together

the components provided by different manufacturers, which often differed in

size or quality. Ford insisted that component manufacturers follow detailed

specifications so that parts needed no remachining and his relatively

unskilled work force would be able to assemble them easily. Eventually, the

desire to control the quality of inputs led Ford to embark on a massive

program of vertical integration. Ford mined iron ore in its mines in Upper

Michigan and transported the ore in a fleet of Ford-owned barges to Ford’s

steel plants in Detroit, where it was smelted, rolled, and stamped into

standard body parts.

 

 

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As a result of these technological innovations in manufacturing, by the early

1920s Henry Ford’s organization was making over two million cars a year.

Because of his efficient manufacturing methods, Ford reduced the price of a

car by two-thirds. This low-price advantage, in turn, created a mass market

for his product. 3

Clearly, as measured by standards of technical efficiency

and the ability to satisfy external stakeholders such as customers, Ford

Motor was a very effective organization. Inside the factories, however, the

picture was not so rosy.

Workers hated their work. Ford managers responded to their discontent with

repressive supervision. Workers were watched constantly. They were not

allowed to talk on the production line, and their behavior both in the plant

and outside was closely monitored. (For example, they were not allowed to

drink alcohol, even when they were not working.) Supervisors could

instantly fire workers who disobeyed any rules. So repressive were

conditions that by 1914 so many workers had been fired or had quit that 500

new workers had to be hired each day to keep the work force at 15,000. 4

Clearly, the new technology of mass production was imposing severe

demands on individual workers.

 

 

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Technology and Organizational

Effectiveness

Recall from Chapter 1 that organizations take inputs from the environment and

create value from the inputs by transforming them into outputs through conversion

processes (see Figure 9.1 ). Although we usually think of technology only at the

conversion stage, technology is present in all organizational activities: input,

conversion, and output.5

At the input stage, technology—skills, procedures, techniques, and competences—

allows each organizational function to handle relationships with outside

stakeholders so that the organization can effectively manage its specific

environment. The human resource function, for example, has techniques such as

interviewing procedures and

 

 

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Figure 9.1 Input, Conversion, and Output Processes

 

psychological testing that it uses to recruit and select qualified employees. The

materials management function has developed competences in dealing with input

suppliers, for negotiating favorable contract terms, and for obtaining low-cost, high-

quality component parts. The finance department has techniques for obtaining

capital at a cost favorable to the company.

At the conversion stage, technology—a combination of machines, techniques, and

work procedures—transforms inputs into outputs. The best technology allows an

organization to add the most value to its inputs at the least cost of organizational

resources. Organizations often try to improve the efficiency of their conversion

processes, and they can improve it by training employees in new time-management

 

 

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techniques and by allowing employees to devise better ways of performing their

jobs.

At the output stage, technology allows an organization to effectively dispose of

finished goods and services to external stakeholders. To be effective, an

organization must possess competences in testing the quality of the finished

product, in selling and marketing the product, and in managing after-sales service to

customers.

The technology of an organization’s input, conversion, and output processes is an

important source of a company’s competitive advantage. Why is Microsoft the most

successful software company? Why is Toyota the highest-quality carmaker? Why is

McDonald’s the most efficient fast-food company? Why does Walmart consistently

outperform Kmart and Sears? Each of these organizations excels in the

development, management, and use of technology to create competences that lead

to higher value for stakeholders.

Recall from Chapter 1 the three principal approaches to measuring and

increasing organizational effectiveness (see Table 1.1 ). An organization taking

the external resource approach uses technology to increase its ability to manage

and control external stakeholders. Any new technological developments that allow

an organization to improve its service to customers, such as the ability to customize

products or to increase products’ quality and reliability, increases the organization’s

effectiveness.

An organization taking the internal systems approach uses technology to increase

the success of its attempts to innovate; to develop new products, services, and

processes; and to reduce the time needed to bring new products to market. As we

saw earlier, the introduction of mass production at the Highland Park plant allowed

Henry Ford to make a new kind of product—a car for the mass market.

 

 

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An organization taking the technical approach uses technology to improve efficiency

and reduce costs while simultaneously enhancing the quality and reliability of its

products. Ford increased his organization’s effectiveness by organizing its

functional resources to create better quality cars at a lower cost for both

manufacturer and consumer.

Organizations use technology to become more efficient, more innovative, and better

able to meet the needs and desires of stakeholders. Each department or function in

an organization is responsible for building competences and developing technology

that allows it to make a positive contribution to organizational performance. When

an organization has technology that enables it to create value, it needs a structure

that maximizes the effectiveness of the technology. Just as environmental

characteristics require organizations to make certain organizational design choices,

so do the characteristics of different technologies affect an organization’s choice of

structure.

In the next three sections we examine three theories of technology that are

attempts to capture the way different departmental and organizational technologies

work and affect organizational design. Note that these three theories are

complementary in that each illuminates some aspects of technology that the others

don’t. All three theories are needed to understand the characteristics of different

kinds of technologies. Managers, at all levels and in all functions, can use these

theories to (1) choose the technology that will most effectively transform inputs into

outputs and (2) design a structure that allows the organization to operate the

technology effectively. Thus it is important for these managers to understand the

concept of technical complexity, the underlying differences between routine and

complex tasks, and the concept of task interdependence.

 

 

Page 14 of 98

 

Technical Complexity: The

Theory of Joan Woodward

Some kinds of technology are more complex and difficult to control than others

because some are more difficult to program than others. Technology is said to be

programmed when rules and SOPs for converting inputs into outputs can be

specified in advance so that tasks can be standardized and the work process be

made predictable. McDonald’s uses a highly programmed technology to produce

hamburgers and so does Ford to produce its vehicles, and they do so to control the

quality of their outputs—hamburgers or cars. The more difficult it is to specify the

process for converting inputs into outputs, the more difficult it is to control the

production process and make it predictable.

 

Programmed technology

 

A technology in which the procedures for converting

inputs into outputs can be specified in advance so

that tasks can be standardized and the work process

can be made predictable.

 

 

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According to one researcher, Joan Woodward, the technical complexity of a

production process—that is, the extent to which it can be programmed so it can be

controlled and made predictable—is the important dimension that differentiates

technologies. 6

High technical complexity exists when conversion processes can be

programmed in advance and fully automated. With full automation, work activities

and the outputs that result from them are standardized and can be predicted

accurately. Low technical complexity exists when conversion processes depend

primarily on people and their skills and knowledge and not on machines. With

increased human involvement and less reliance on machines, work activities cannot

be programmed in advance, and results depend on the skills of the people involved.

 

Technical complexity

 

A measure of the extent to which a production

process can be programmed so that it can be

controlled and made predictable.

 

The production of services, for example, typically relies much more on the

knowledge and experience of employees who interact directly with customers to

produce the final output than it relies on machines and other equipment. The labor-

intensive nature of the production of services makes standardizing and

programming work activities and controlling the work process especially difficult.

When conversion processes depend primarily on the performance of people, rather

than on machines, technical complexity is low, and the difficulty of maintaining high

quality and consistency of production is great.

Joan Woodward identified ten levels of tech. i#al complexity, whi#h she associated

with three types of production technology: (1) small-batch and unit technology, (2)

 

 

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large-batch and mass production technology, and (3) continuous-process

technology (see Figure 9.2 ). 7

 

 

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Small-Batch and Unit Technology

Organizations that employ small-batch and unit technology make one-of-a-kind

customized products or small quantities of products. Examples of such

organizations include a furniture maker that constructs furniture customized to the

needs and tastes of specific clients, a printer that supplies the engraved wedding

invitations that a particular couple desires, and teams of surgeons who work in

specialized hospitals that provide a specific set of services such as eye or knee

surgery. Small-batch and unit technology scores lowest on the dimension of

technical complexity (see Figure 9.2 ) because any machines used during the

conversion process are less important than people’s skills and knowledge. People

decide how and when to use machines, and the production operating process

reflects their decisions about how to apply their knowledge. A custom furniture

maker, for example, uses an array of tools—including lathes, hammers, planes, and

saws—to transform boards into a cabinet. However, which tools are used and the

order in which they are used depends on how the furniture maker chooses to build

the cabinet. With small-batch and unit technology, the conversion process is flexible

because the worker adapts techniques to suit the needs and requirements of

individual customers.

The flexibility of small-batch technology gives an organization the capacity to

produce a wide range of products that can be customized for individual customers.

For example, high-fashion designers and makers of products like fine perfume,

custom-built cars, and specialized furniture use small-batch technology. Small-

batch technology allows a custom furniture maker, for example, to satisfy the

customer’s request for a certain style of table made from a certain kind of wood.

 

 

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Figure 9.2 Technical Complexity and Three Types of Technology

Joan Woodward identified ten levels of technical complexity, which she associated

with three types of production.

Source: Adapted from Joan Woodward, “Management and Technology,” London: Her

Majesty’s Stationery Office, 1958, p. 11. Reproduced with permission of the Controller of Her

Britannic Majesty’s Stationery Office on behalf of Parliament.

 

Small-batch technology is relatively expensive to operate because the work process

is unpredictable and the production of customized made-to-order products makes

advance programming of work activities difficult. However, flexibility and the ability

 

 

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to respond to a wide range of customer requests make this technology ideally

suited to producing new or complex products. Google uses small-batch technology

when it assigns a team of software engineers to work together to develop new

software applications; so does a maker of doughnuts.

Founded in 1937 in Newington, Connecticut, Krispy Kreme is a leading specialty

retailer of premium-quality yeast-raised doughnuts. Krispy Kreme’s doughnuts have

a broad customer following and command a premium price because of their unique

taste and quality. The way it uses small-batch production to increase its operating

efficiency and responsiveness to customers is instructive. Krispy Kreme calls its

store production operations “doughnut theater” because its physical layout is

designed so that customers can see and smell the doughnuts being made by its

impressive company-built doughnut-making machines.

What are elements of its small-batch production methods? The story starts with the

65-year-old company’s secret doughnut recipe that it keeps locked up in a vault.

None of its franchisees know the recipe for making its dough, and Krispy Kreme

sells the ready-made dough and other ingredients to its stores. Even the machines

used to make the doughnuts are company designed and produced, so no doughnut

maker can imitate its unique cooking methods and thus create a similar competing

product.

 

The doughnut-making machines are designed to produce a wide variety of different

kinds of doughnuts in small quantities, and each store makes and sells between

4,000 and 10,000 dozen doughnuts per day.

 

 

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Krispy Kreme constantly refines its production system to improve the efficiency of

its small-batch operations. For example, it redesigned its doughnut machine to

include a high-tech extruder that uses air pressure to force doughnut dough into row

after row of rings or shells. Employees used to have to adjust air pressure manually

as the dough load lightened. Now this is all done automatically. A redesigned

doughnut icer tips finished pastries into a puddle of chocolate frosting; employees

had to dunk the doughnuts two at a time by hand before the machine was invented.

Although these innovations may seem small, across hundreds of stores and millions

of doughnuts, they add up to significant gains in productivity—and more satisfied

customers. The way in which Zynga, the social networking game maker, designs its

games using small-batch or craftswork technology shows how adaptable this type

of technology can be for Internet software companies, as discussed in

Organizational Insight 9.2 .

 

 

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Organizational Insight

9.2 How Zynga Crafts Its Online Social Games

Zynga Inc., based near Marina del Rey, California, is the most popular

maker of online social games—a rapidly growing and highly competitive

segment of the games industry. Every month, one out of ten users of the

WWW plays one or more of Zynga’s 55 games, which include FarmVille,

Zynga Poker, and Mafia Wars. About four-fifths of the U.S. population—

around 250 million people—play its games each month. In May 2011 Zynga

rolled out its newest online game, Empires & Allies, that took the company

into a new gaming arena, that of “action and strategy” games, which have

been dominated by established global game developers like Electronic Arts

(EA), some of whose blockbuster games include Crysis 2, Star Wars, The

Sims, and Portal 2.

The way in which Zynga develops its games is unique in the gaming

industry because it employs a craftswork technology in which small teams

of game designers and developers work continuously to create, develop,

and then perfect games over time so that the games themselves are

constantly changing. Zynga employs several hundred game developers and

designers in a relaxed, campus-like environment in which they are even

allowed to bring their dogs to work if they choose. Mark Skaggs, Zynga’s

senior vice president of product, summed up the way the company’s design

technology works as “fast, light, and right.” 8

Zynga’s games take only a few

weeks or months to design. Why? Because its teams of developers work in

self-managed groups that have around 30 members. All the activities of

each team member’s performance, and the way they continuously

 

 

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iStockphoto.com/luismmolina

 

make changes to a game, is immediately obvious to other team members

because they are all linked through interactive realtime software that allows

them to evaluate how the changes being made will affect the nature of the

game. Team members can continuously approve, disapprove, or find ways

to improve on the way a game’s objectives and features are developing, to

ensure the game will eventually appeal to Zynga’s hundreds of millions of

online users when it is released.

However, the other aspect of craftswork technology that works so well for

Zynga lies in its competence to continue to customize and change every

game it develops to better appeal to the likes and dislikes of its users—even

after the game has been released online. Unlike more established game

makers like EA, much of the game development that takes place after a

Zynga game is released occurs as its designers work—often round-the-

clock—to add content, correct errors, test new features, and constantly

 

 

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adjust the game based upon real-time feedback about how game players

are “interacting” with it, and to find out what users enjoy the most. One of

Zynga’s unique competences is its ability to track the performance of each

feature and design element of a game. By what it calls A/B testing, Zynga

creates two different groups of online players—A and B—who act as guinea

pigs as their responses to a game that has been modified or improved with

new features are monitored. By counting how many players click on the new

feature, Zynga knows if players like it and what they want, so its developers

can continuously change the dynamics of the game to make it more

satisfying to users.

The result is that its online games get better and better over time in the

sense that they become more appealing to users. As Greg Black, Empires

& Allies’ lead game designer, says, “We can mine our users and see in real

time what they like to do.” 9

So, for example, while the first thousands of

players of Empires & Allies were trying to work out how to play the game

and conquer their rivals on their computer screens, the game’s developers

were watching their efforts and using their experiences to continually craft

and improve the way the game is played to make it more exciting.

This amazing interactive approach to online game development is quite

different from the technology used by game developers like EA, which may

use hundreds of developers who take two years or more to finalize a new

game before it is released for sale. EA, of course makes its money from the

revenues earned on the sales of each game, which are often priced at $50

–75, and a successful game can sell 50 million copies. In Zynga’s model,

however, all the online games are provided free of charge to hundreds of

millions of online users. Online social games focus on the number of daily

active users, which in Zynga’s case is 50 million a day (it has an audience

of 240 million players on Facebook alone). So, if only 2–5% of its players

spend money on the extra game features that can be bought

 

 

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cheaply—often for nickels or dimes—with 50 million users a day Zynga is

already obtaining revenues of over $200 million a year. And, the more

games that Zynga can encourage users to play, the more money its earns!

Small wonder that when the company announced a public offering of its

shares in 2011, analysts estimated the company would be worth $20 billion!

 

 

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Large-Batch and Mass Production

Technology

To increase control over the work process and make it predictable, organizations try

to increase their use of machines and equipment—that is, they try to increase the

level of technical complexity and to increase their efficiency. Organizations that

employ large-batch or mass production technology produce massive volumes of

standardized products, such as cars, razor blades, aluminum cans, and soft drinks.

Examples of such organizations include Ford, Gillette, Crown Cork and Seal, and

Coca-Cola. With large-batch and mass production technology, machines control the

work process. Their use allows tasks to be specified and programmed in advance.

As a result, work activities are standardized, and the production process is highly

controllable. 10

Instead of a team of craftsworkers making custom furniture piece by

piece, for example, high-speed saws and lathes cut and shape boards into

standardized components that are assembled into thousands of identical tables or

chairs by unskilled workers on a production line, such as those produced in the

factories of IKEA’s global suppliers (see Closing Case, Chapter 3 ).

The control provided by large-batch and mass production technology allows an

organization to save money on production and charge a lower price for its products.

As Organizational Insight 9.1 describes, Henry Ford changed manufacturing

history when he replaced small-batch production (the assembly of cars one by one

by skilled workers) with mass production to manufacture the Model T. The use of a

conveyor belt, standardized and interchangeable parts, and specialized progressive

tasks made conversion processes at the Highland Park plant more efficient and

 

 

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productive. Production costs plummeted, and Ford was able to lower the cost of a

Model T and create a mass market for his product. In a similar way, IKEA today

also operates its own factories where its engineers specialize in finding ways to

make furniture more efficiently; IKEA then transfers this knowledge to its global

suppliers.11

 

 

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Continuous-Process Technology

With continuous-process technology, technical complexity reaches its height (see

Figure 9.2 ). Organizations that employ continuous-process technology include

companies that make oil-based products and chemicals, such as Exxon, DuPont,

and Dow, and brewing companies, such as Anheuser-Busch and Miller Brewing. In

continuous-process production, the conversion process is almost entirely

automated and mechanized; employees generally are not directly involved. Their

role in production is to monitor the plant and its machinery and ensure its efficient

operation. 12

The task of employees engaged in continuous-process production is

primarily to manage exceptions in the work process, such as a machine breakdown

or malfunctioning equipment.

The hallmark of continuous-process technology is the smoothness of its operation.

Production continues with little variation in output and rarely stops. In an oil refinery,

for example, crude oil brought continuously to the refinery by tankers flows through

pipes to cracking towers, where its individual component chemicals are extracted

and sent to other parts of the refinery for further refinement. Final products such as

gasoline, fuel oil, benzene, and tar leave the plant in tankers to be shipped to

customers. Workers in a refinery or in a chemical plant rarely see what they are

producing. Production takes place through pipes and machines. Employees in a

centralized control room monitor gauges and dials to ensure that the process

functions smoothly, safely, and efficiently.

 

 

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Continuous-process production tends to be more technically efficient than mass

production because it is more mechanized and automated and thus is more

predictable and easier to control. It is more cost efficient than both unit and mass

production because labor costs are such a small proportion of its overall cost. When

operated at full capacity, continuous-process technology has the lowest production

costs.

Woodward noted that an organization usually seeks to increase its use of machines

(if it is practical to do so) and move from small-batch to mass production to

continuous-process production to reduce costs. There are, however, exceptions to

this progression. For many organizational activities, the move to automate

production is not possible or practical. Prototype development, basic research into

new drugs or novel computer hardware or software applications, and the day-to-day

operation of hospitals and schools, for example, are intrinsically unpredictable and

thus would be impossible to program in advance using an automated machine. A

pharmaceutical company cannot say, “Our research department will invent three

new drugs—one for diabetes and two for high blood pressure—every six months.”

Such inventions are the result of trial and error and depend on the skills and

knowledge of its researchers. Moreover, many customers are willing to pay high

prices for custom-designed products that suit their individual tastes, such as

custom-made suits, jewelry, or high-end gaming computers. Thus there is a market

for the products of small-batch companies even though production costs are high.

 

 

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Technical Complexity and Organizational

Structure

One of Woodward’s goals in classifying technologies according to their technical

complexity was to discover whether an organization’s technology affected the

design of its structure. Specifically, she wanted to see whether effective

organizations had structures that matched the needs of their technologies. A

comparison of the structural characteristics of organizations pursuing each of the

three types of technology revealed systematic differences in the technology

–structure relationship.

 

On the basis of her findings, Woodward argued that each technology is associated

with a different structure because each technology presents different control and

coordination problems. Organizations with small-batch technology typically have

three levels in their hierarchy; organizations with mass production technology, four

levels; and organizations with continuous-process technology, six levels. As

technical complexity increases, organizations become taller, and the span of control

of the CEO widens. The span of control of first-line supervisors first expands and

then narrows. It is relatively small with small-batch technology, widens greatly with

mass production technology,

 

and contracts dramatically with continuous-process technology. These findings

result in the very differently shaped structures. Why does the nature of an

organization’s technology produce these results?

 

 

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The main coordination problem associated with small-batch technology is the

impossibility of programming conversion activities because production depends on

the skills and experience of people working together. An organization that uses small-

batch technology has to give people the freedom to make their own decisions so they

can respond quickly and flexibly to the customer’s requests and produce the exact

product the customer wants. For this reason, such an organization has a relatively flat

structure (three levels in the hierarchy), and decision making is decentralized to small

teams where first-line supervisors have a relatively small span of control (23

employees). With small-batch technology, each supervisor and work group decides

how to manage each decision as it occurs at each step of the input-conversion-output

process. This type of decision making requires mutual adjustment—face-to-face

communication with coworkers and often with customers. The most appropriate

structure for unit and small-batch technology is an organic structure in which

managers and employees work closely to coordinate their activities to meet changing

work demands, which is a relatively flat structure.13

In an organization that uses mass production technology, the ability to program

tasks in advance allows the organization to standardize the manufacturing process

and make it predictable. The first-line supervisor’s span of control increases to 48

because formalization through rules and procedures becomes the principal method

of coordination. Decision making becomes centralized, and the hierarchy of

authority becomes taller (four levels) as managers rely on vertical communication to

control the work process. A mechanistic structure becomes the appropriate

structure to control work activities in a mass production setting, and the

organizational structure becomes taller and wider.

In an organization that uses continuous-process technology, tasks can be

programmed in advance and the work process is predictable and controllable in a

technical sense, but there is still the potential for a major systems breakdown. The

principal control problem facing the organization is monitoring the production

process to control and correct unforeseen events before they lead to disaster. The

 

 

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consequences of a faulty pipeline in an oil refinery or chemical plant, for example,

are potentially disastrous. Accidents at a nuclear power plant, another user of

continuous-process technology, can also have catastrophic effects, as accidents at

Three Mile Island, Chernobyl, and most recently the meltdown at the Fukushima

nuclear plant in Japan in 2011 following a disastrous tsunami have shown.

The need to constantly monitor the operating system, and to make sure that each

employee conforms to accepted operating procedures, is the reason why

continuous-process technology is associated with the tallest hierarchy of authority

(six levels). Managers at all levels must closely monitor their subordinates’ actions,

and first-line supervisors have a narrow span of control, which creates a very tall,

diamond-shaped hierarchy. Many supervisors are needed to supervise lower-level

employees and to monitor and control sophisticated equipment. Because

employees also work together as a team and jointly work out procedures for

managing and reacting to unexpected situations, mutual adjustment becomes the

primary means of coordination. Thus an organic structure is the appropriate

structure for managing continuous-process technology because the potential for

unpredictable events requires the capability to provide quick, flexible responses.

One researcher, Charles Perrow, argues that complex continuous-process technology

such as the technology used in nuclear power plants is so complicated that it is

uncontrollable.14 Perrow acknowledges that control systems are designed with backup

systems to handle problems as they arise and that backup systems exist to compensate

for failed backup systems. He believes nevertheless that the number of unexpected

events that can occur when technical complexity is very high (as it is in nuclear power

plants) is so great that managers cannot react quickly enough to solve all the problems

that might arise. Perrow argues that some continuous-process technology is so complex

that no organizational structure can allow managers to safely operate it, no standard

operating procedures can be devised to manage problems in advance, and no integrating

mechanism used to promote mutual adjustments will be able to solve problems as they

arise. One implication of Perrow’s view is that nuclear power stations should be closed

because they are too complex to operate safely. Other researchers, however, disagree,

arguing that when the right balance of centralized and decentralized control is achieved,

the technology can be operated safely. However, in 2011, after the catastrophe in Japan,

 

 

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Germany announced it would close all 22 of its nuclear power plants by 2022, and Japan

was evaluating the safety of continuing to operate its other reactors in a country prone to

earthquakes.

 

 

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The Technological Imperative

Woodward’s results strongly suggest that technology is a main factor that

determines the design of organizational structure. 15

Her results imply that if a

company operates with a certain technology, then it needs to adopt a certain kind of

structure to be effective. If a company uses mass production technology, for

example, then it should have a mechanistic structure with six levels in the hierarchy,

a span of control of 1 to 48, and so on, to be effective. The argument that

technology determines structure is known as the technological imperative .

 

Technological imperative

 

The argument that technology determines structure.

Other researchers also interested in the technology–structure relationship became

concerned that Woodward’s results may have been a consequence of the sample

of companies she studied and may have overstated the importance of

technology. 16

They point out that most of the companies that Woodward studied

were relatively small (82% had fewer than 500 employees) and suggested that her

sample may have biased her results. They acknowledge that technology may have

a major impact on structure in a small manufacturing company because improving

the efficiency of manufacturing may be management’s major priority. But they

suggested the structure of an organization that has 5,000 or 500,000 employees

(such as Exxon or Walmart) is less likely to be determined primarily by the

technology used to manufacture its various products.

 

 

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In a series of studies known as the Aston Studies, researchers agreed that

technology has some effect on organizational structure: The more an organization’s

technology is mechanized and automated, the more likely is the organization to

have a highly centralized and standardized mechanistic structure. But, the Aston

Studies concluded, organizational size is more important than technology in

determining an organization’s choice of structure. 17

We have seen in earlier

chapters that as an organization grows and differentiates, control and coordination

problems emerge that changes in the organization’s structure must address. The

Aston researchers argue that although technology may strongly affect the structure

of small organizations, the structure adopted by large organizations may be a

product of other factors that cause an organization to grow and differentiate.

We saw in Chapter 8 that organizational strategy and the decision to produce a

wider range of products and enter new markets can cause an organization to grow

and adopt a more complex structure. Thus the strategic choices that an

organization—especially a large organization—makes about what products to make

for which markets affect the design of an organization’s structure as much as or

more than the technology the organization uses to produce the outputs. For small

organizations or for functions or departments within large organizations, the

importance of technology as a predictor of structure may be more important than it

is for large organizations.18

 

 

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Routine Tasks and Complex

Tasks: The Theory of Charles

Perrow

To understand why some technologies are more complex (more unpredictable and

difficult to control) than others, it is necessary to understand why the tasks

associated with some technologies are more complex than the tasks associated

with other technologies. What causes one task to be more difficult than another?

Why, for example,

 

do we normally think the task of serving hamburgers in a fast-food restaurant is

more routine—that is, more predictable and controllable—than the task of

programming a computer or performing brain surgery? If all the possible tasks that

people perform are considered, what characteristics of these tasks lead us to

believe that some are more complex than others? According to Charles Perrow, two

dimensions underlie the difference between routine and nonroutine or complex

tasks and technologies: task variability and task analyzability.19

 

 

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Task Variability and Task Analyzability

Task variability is the number of exceptions—new or unexpected situations—

that a person encounters while performing a task. Exceptions may occur at the

input, conversion, or output stage. Task variability is high when a person can

expect to encounter many new situations or problems when performing his or her

task. In a hospital operating room during the course of surgery, for example, there is

much opportunity for unexpected problems to develop. The patient’s condition may

be more serious than the doctors thought it was, or the surgeon may make a

mistake. No matter what happens, the surgeon and the operating team must have

the capacity to adjust quickly to new situations as they occur. Similarly, great

variability in the quality of the raw materials makes it especially difficult to manage

and maintain consistent quality during the conversion stage.

 

Task variability

 

The number of exceptions—new or unexpected

situations—that a person encounters while

performing a task.

 

Task variability is low when a task is highly standardized or repetitious so a worker

encounters the same situation time and time again. 20

In a fast-food restaurant, for

example, the number of exceptions to a given task is limited. Each customer places

a different order, but all customers must choose from the same limited menu, so

employees rarely confront unexpected situations. In fact, the menu in a fast-food

 

 

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restaurant is designed for low task variability, which keeps costs down and

efficiency up.

Task analyzability is the degree to which search and information-gathering

activity is required to solve a problem. The more analyzable a task, the less search

activity is needed; such tasks are routine because the information and procedures

needed to complete it have been discovered, rules have been worked out and

formalized, and the way to perform a task can be programmed in advance. For

example, although a customer may select thousands of combinations of food from a

menu at a fast-food restaurant, the order taker’s task of fulfilling each customer’s

order is relatively easy. The problem of combining foods in a bag is easily

analyzable: The order taker picks up the drink and puts it in the bag, then adds the

fries, burger, and so on, folds down the top of the bag, and hands the bag to the

customer. Little thought or judgment is needed to complete an order.

 

Task analyzability

 

The degree to which search activity is needed to

solve a problem.

 

Tasks are hard to analyze when they cannot be programmed—that is, when

procedures for carrying them out and dealing with exceptions cannot be worked out

in advance. If a person encounters an exception, the information needed to create

the procedures for dealing with the problem must be actively sought. For example,

a scientist trying to develop a new cancer-preventing drug that has no side effects

or a software programmer working on a program to enable computers to

understand the spoken word has to spend considerable time and effort collecting

data and working out the procedures for solving problems. Often, the search for a

 

 

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solution ends in failure. People working on tasks with low analyzability have to draw

on their knowledge and judgment to search for new information and procedures to

solve problems. When a great deal of search activity is required to find a solution to

a problem and procedures cannot be programmed in advance, tasks are complex

and nonroutine.

Together, task analyzability and task variability explain why some tasks are more

routine than others. The greater the number of exceptions that workers encounter in

the work process, and the greater the amount of search behavior required to find a

solution to each exception, the more complex and less routine are tasks. For tasks

that are routine, there are, in Perrow’s words, “well-established techniques which

are sure to work and these are applied to essentially similar raw materials. That is,

there is little uncertainty about methods and little variety or change in the task that

must be performed.” 21

For

 

tasks that are complex, “there are few established techniques; there is little certainty

about methods, or whether or not they will work. But it also means that there may

be a great variety of different tasks to perform.” 22

 

 

 

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Four Types of Technology

Perrow used task variability and task analyzability to differentiate among four types

of technology: routine manufacturing, craftswork, engineering production, and

nonroutine research. 23

Perrow’s model makes it possible to categorize the

technology of an organization and the technology of departments and functions

inside an organization.

 

Routine Manufacturing

Routine manufacturing is characterized by low task variability and high task

analyzability. Few exceptions are encountered in the work process, and when an

exception does occur, little search behavior is required to deal with it. Mass

production is representative of routine technology.

In mass production settings, tasks are broken down into simple steps to minimize

the possibility that exceptions will occur, and inputs are standardized to minimize

disruptions to the production process. There are standard procedures to follow if an

exception or a problem presents itself. The low-cost advantages of mass production

are obtained by making tasks low in variability and high in analyzability. One reason

why McDonald’s has lower costs than its competitors is that it continually

streamlines its menu choices and standardizes its work activities to reduce task

variability and increase task analyzability.

 

 

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Craftswork

With craft technology, task variability is low (only a narrow range of exceptions is

encountered), and task analyzability is also low (a high level of search activity is

needed to find a solution to problems). Employees in an organization using this kind

of technology need to adapt existing procedures to new situations and find new

techniques to handle existing problems more effectively. This technology was used

to build early automobiles, as we saw earlier. Other examples of craftswork are the

manufacture of specialized or customized products like furniture, clothing, and

machinery, and trades such as carpentry and plumbing. The tasks that a plumber,

for example, is called on to perform center on installing or repairing bathroom or

kitchen plumbing. But because every house is different, a plumber needs to adapt

the techniques of the craft to each situation and find a unique solution for each

house.

 

Engineering Production

With engineering production technology, task variability is high and task

analyzability is high. The number or variety of exceptions that workers may

encounter in the task is high, but finding a solution is relatively easy because well-

understood standard procedures have been established to handle the exceptions.

Because these procedures are often codified in technical formulas, tables, or

manuals, solving a problem is often a matter of identifying and applying the right

technique. Thus, in organizations that use engineering production technology,

existing procedures are used to make many kinds of products. A manufacturing

company may specialize in custom building machines such as drill presses or

electric motors. A firm of architects may specialize in customizing apartment

buildings to the needs of different builders. A civil engineering group may use its

skills in constructing airports, dams, and hydroelectric projects to service the needs

of clients throughout the world. Like craftswork, engineering production is a form of

small-batch technology because people are primarily responsible for developing

techniques to solve particular problems.

 

 

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Nonroutine Research

Nonroutine research technology is characterized by high task variability and low

task analyzability and is the most complex and least routine of the four technologies

in Perrow’s classification. Tasks are complex because not only is the number of

unexpected situations large, but search activity is high. Each new situation creates

a need to expend resources to deal with it.

High-tech research and development activities are examples of nonroutine

research. For people working at the forefront of technical knowledge, there are no

 

prepackaged solutions to problems. There may be a thousand well-defined steps to

follow when building the perfect bridge (engineering production technology), but

there are few well-defined steps to take to discover a vaccine for AIDS, and

hundreds of teams of researchers are continuously experimenting to find the

breakthrough that will lead to such a universal cure.

An organization’s top-management team is another example of a group that uses

research technology. The teams’ responsibility is to chart the future path of the

organization and make the resource decisions that will be needed to ensure its

success five or ten years ahead. Managers make these decisions in a highly

uncertain context; however, they never know how successful their choices will be.

Planning and forecasting by top management, and other nonroutine research

activities, are inherently risky and uncertain because the technology is difficult to

manage.

 

 

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Routine Technology and Organizational

Structure

Just as the types of technology identified by Woodward have implications for an

organization’s structure, so do the types of technology in Perrow’s model. Perrow

and others have suggested that an organization should move from a mechanistic to

an organic structure as tasks become more complex and less routine. 24

 

Table 9.1 summarizes this finding.

 

When technology is routine, employees perform clearly defined tasks according to

well-established rules and procedures. The work process is programmed in

advance and standardized. Because the work process is standardized in routine

technology, employees need only learn the procedures for performing the task

effectively. For example, McDonald’s uses written rules and procedures to train new

personnel so the behavior of all McDonald’s employees is consistent and

predictable. Each new employee learns the right way to greet customers, the

appropriate way to fulfill customer orders, and the correct way to make Big Macs.

Because employee tasks can be standardized with routine technology, the

organizational hierarchy is relatively tall and decision making is centralized.

Management’s responsibility is to supervise employees and to manage the few

exceptions that may occur, such as a breakdown of the production line. Because

tasks are routine, all important production decisions are made at the top of the

production hierarchy and transmitted down the chain of command as orders to lower-

level managers and workers. It has been suggested that organizations with routine

technology, such as that found in mass production settings, deliberately “de- skill”

tasks, meaning that they simplify jobs by using machines to perform complex tasks

and by designing the work process to minimize the degree to which workers’ initiative

or judgment is required.25

 

 

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If an organization makes these design choices, it is using a mechanistic structure to

operate its routine technology. This certainly is the choice of huge global

outsourcing

Table 9.1 Routine and Nonroutine Tasks and Organizational Design

 

 

companies such as Foxconn and Flextronics, whose factories in China extend over

thousands of acres. Flextronics’ main plant in China, for example, employs over

40,000 workers who work in three shifts for six days a week to assemble flat-screen

TVs, Blu-ray players, and so on. Control is rigid in these factories; workers are only

motivated by the prospect of earning three times the normal wage for such work,

Structural Characteristic Nature of Technology

Routine Tasks Nonroutine Tasks

Standardization High Low

Mutual adjustment Low High

Specialization Individual Joint

Formalization High Low

Hierarchy of authority Tall Flat

Decision-making authority Centralized Decentralized

Overall structure Mechanistic Organic

 

 

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but even this was not enough, as the experience of Foxconn discussed in

Organizational Insight 9.3 describes.

 

The use of low-cost outsourcing by companies to make products is not the only way

to remain competitive, however, and many companies have reevaluated the way

they manufacture products. In Japan, in particular, the soaring value of the yen

against the dollar put pressure on carmakers and electronics manufacturers to look

for new ways to organize their production operations to lower costs. Innovative

electronics products command high prices, and the need to ensure consistent high

quality and protect their proprietary technology are important concerns of Japanese

electronics makers. So, to keep the assembly of complex new products at home

and reduce operating costs, Japanese companies have scrutinized every aspect of

their operating technology to find ways to improve routine assembly-line production.

Traditionally, Japanese companies have used the straight or linear conveyor belt

system that is often hundreds of feet long to mass produce identical products.

When reexamining this system, Japanese production managers came to realize

that a considerable amount of handling time is wasted as the product being

assembled is passed from worker to worker, and that a line can only move as fast

as the least capable worker. Moreover, this system is only efficient when large

quantities of the same product are being produced. If

 

 

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Organizational Insight

9.3 Honda, Apple, and Foxconn Have Mass

Production Problems in China

In 2010, Honda’s Beijing-based Chinese subsidiary announced that strikes

at three different Honda-owned mass production vehicle assembly and

parts production factories had arisen because, “Poor communication led to

a great deal of discontent and eventually developed into a labor dispute.

Our company will reflect deeply on this and strengthen communication with

employees and build mutual trust.” 26

The strikes shut down all of Honda’s

Chinese operations for many days. Honda is just one of many overseas

companies with operations in China that have become used to dealing with

uneducated, compliant Chinese workers willing to work for China’s minimum

wage of around $113 or 900 Yuan a week. Chinese factory workers

employed by overseas companies like Honda, Toyota, and GM have raised

little opposition to these companies’ pay and labor practices—even though

they are represented by government-sanctioned labor unions.

This all began to change during 2010, when rising prices and changing

attitudes in China led Chinese workers to protest their harsh work

conditions—monotonous jobs, long hours, and low pay. However,

companies such as Honda, used to a compliant workforce, had not

bothered to establish formal communication channels with workers that

would allow them to gather information about workers’ changing attitudes.

Honda’s Japanese managers ran the factories, its Chinese supervisors

trained the workers to perform their jobs, and Honda’s Japanese managers

had no feeling for the attitudes of workers in its factories, hence their shock

when Chinese employees went on strike.

 

 

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Foxconn, a giant outsourcer owned by the Taiwanese company Hon Hai

Precision Engineering, employs hundreds of thousands of workers in its

Chinese factories and these workers had also been compliant for years.

They performed repetitive assembly line work along fast-moving production

lines often for 80 hours a week, after which they were allowed to eat in the

company’s canteens before returning to their dormitories. This all changed

in 2010, when Foxconn found itself in the spotlight when its biggest factory

in Shenzhen, which assembles Apple’s iPhone, reported that over 11

workers had committed suicide by jumping off buildings in the past year.

Because most workers are young, uneducated, and come from small

farming communities, Foxconn had just taken advantage of workers’

passivity and willingness to work at minimum wage. Indeed, Foxconn had

steadily increased the number of hours workers were forced to work on

assembly lines that moved at a rapid speed—a workweek of 80 hours

performing the same repetitive task for $113 was common. U.S. companies

such as Apple and Dell had sent inspectors to monitor factory conditions

and had found many violations. However, once again, inspectors made no

attempt to communicate directly with workers; they simply studied the

companies’ employment records.27

In any event, Honda, Foxconn, and many other foreign-owned companies

have been forced to rapidly change their labor practices. In 2010, for

example, Foxconn announced it would double the pay of its workers to

make their work more palatable and Honda also agreed to increase the

wages of its workers by over 60% and establish formal channels so

managers can meet with union representatives regularly to find ways to

improve work practices. 28

Problems of operating a mass production

technology are likely to increase in the years ahead as companies in China

find it harder to attract and keep workers who want better pay and working

conditions.

 

 

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customized products are what is needed, something increasingly common today,

the production line is typically down while it is being retooled for the next product.

Recognizing these problems, production engineers searched for new ways to

organize and control assembly-line layouts that could solve these problems. They

began to experiment with layouts of various shapes, such as spirals, Ys, 6s, or even

insects. At a Sony camcorder plant in Kohda, Japan, for example, Sony dismantled

its previous assembly-line production system in which 50 workers worked

sequentially to build a camcorder, and replaced it with a spiral arrangement in which

four workers perform all the operations necessary to assemble the camcorder. Sony

found this new way of organizing is 10% more efficient than the old system because

it allows the most efficient assemblers to perform at a higher level. 29

Essentially, a

craftswork-like organizing structure has replaced the mechanistic structure to

achieve the advantages of flexibility at lower cost.

In the United States too, these new production layouts, normally referred to as cell

layouts, have become increasingly common. It has been estimated that 40% of

small companies and 70% of large companies have experimented with the new

designs. Bayside Controls Inc., for example, a small gear-head manufacturer in

Queens, New York, converted its 35-person assembly line into a four-cell design

where seven to nine workers form a cell. The members of each cell perform all the

operations involved in making the gear heads, such as measuring, cutting, and

assembling the new gear heads. Bayside’s managers say that the average

production time necessary to make a gear has dropped to two days from six weeks,

and it now makes 75 gear heads a day—up from 50 before the change—so costs

have decreased significantly. 30

An additional advantage is that cell designs allow

companies to be very responsive to the needs of individual customers, as this

 

 

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organizing approach permits the quick manufacture of small quantities of

customized products.

 

 

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Nonroutine Technology and Organizational

Structure

Organizations operating a nonroutine technology face a different set of factors that

affect the design of the organization. 31

As tasks become less routine and more

complex, an organization has to develop a structure that allows employees to

respond quickly to and manage an increase in the number and variety of exceptions

and to develop new procedures to handle new problems. 32

As we saw in

Chapter 4 , an organic structure allows an organization to adapt rapidly to

changing conditions. Organic structures are based on mutual adjustment between

employees who work together, face to face, to develop procedures to find solutions

to problems. Mutual adjustment through task forces and teams becomes especially

important in facilitating communication and increasing integration between team

members.

The more complex an organization’s work processes, the more likely the

organization is to have a relatively flat and decentralized structure that allows

employees the authority and autonomy to cooperate to make decisions quickly and

effectively. 33

The use of work groups and product teams to facilitate rapid

adjustment and feedback among employees performing complex tasks is a key

feature of such an organization.

The same design considerations are applicable at the departmental or functional

level: To be effective, departments employing different technologies need different

structures. 34

In general, departments performing nonroutine tasks are likely to have

organic structures, and those performing routine tasks are likely to have

mechanistic structures. An R&D department, for example, is typically organic, and

decision making in it is usually decentralized; but the manufacturing and sales

functions are usually mechanistic, and decision making within them tends to be

 

 

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centralized. The kind of technology employed at the departmental level determines

the choice of structure. 35

 

 

 

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Task Interdependence: The

Theory of James D. Thompson

Woodward focused on how an organization’s technology affects its choice of

structure. Perrow’s model of technology focuses on the way in which the complexity

of tasks affects organizational structure. Another view of technology, developed by

James D. Thompson,

 

focuses on the way in which task interdependence , the method used to relate

or sequence different tasks to one another, affects an organization’s technology and

structure. 36

When task interdependence is low, people and departments are

individually specialized—that is, they work separately and independently to achieve

organizational goals. When task interdependence is high, people and departments

are jointly specialized—that is, they depend on one another for supplying the inputs

and resources they need to get the work done. Thompson identified three types of

technology: mediating, long linked, and intensive (see Figure 9.4 ). Each of them

is associated with a different form of task interdependence.

 

Task interdependence

 

The manner in which different organizational tasks

are related to one another.

 

 

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Mediating Technology and Pooled

Interdependence

Mediating technology

 

A technology characterized by a work process in

which input, conversion, and output activities can be

performed independently of one another.

 

Mediating technology is characterized by a work process in which input,

conversion, and output activities can be performed independently of one another.

Mediating technology is based on pooled task interdependence, which means that

each part of the organization—whether a person, team, or department—contributes

separately to the performance of the whole organization. With mediating

technology, task interdependence is low because people do not directly rely on

others to help them perform their tasks. As illustrated in Figure 9.4 , each person

or department—X, Y, and Z—performs a separate task. In a management

consulting firm or hair salon, each consultant or hairdresser works independently to

solve a client’s problems. The success of the organization as a whole, however,

depends on the collective efforts of everyone employed. The activities of a

gymnastic team also illustrate pooled task interdependence. Each team member

performs independently and can win or lose a particular event, but the collective

score of the team members

 

 

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Figure 9.4 Task Interdependence and Three Types of Technology

James D. Thompson’s model of technology focuses on how the relationship among

different organizational tasks affects an organization’s technology and structure.

 

 

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determines which team wins. Mediating technology has implications for organizational

structure at both the departmental and the organizational level.

 

At the departmental level, piecework systems best characterize the way this

technology operates. In a piecework system, each employee performs a task

independently from other employees. In a machine shop, for example, every

employee operates a lathe to produce bolts and is evaluated and rewarded on the

basis of how many bolts each of them makes each week. The performance of the

manufacturing department as a whole depends on each employee’s level of

performance, but their actions are not interdependent—one employee’s actions do

not affect the behavior of others. Similarly, the success of a sales department

depends on how well each salesperson performs their activities independently. As a

result, the use of a mediating technology to accomplish departmental or

organizational activities makes it easy to monitor, control, and evaluate the

performance of each individual because the output of each person is observable

and the same standards can be used to evaluate each employee.37

At the organizational level, mediating technology is found in organizations where

the activities of different departments are performed separately and there is little

need for integration between departments to accomplish organizational goals. In a

bank, for example, the activities of the loan department and the checking account

department are independent. The routines involved in lending money have no

relation to the routines involved in receiving money—but the performance of the

bank as a whole depends on how well each department does its job.38

Mediating technology at the organizational level is also found in organizations that

use franchise arrangements to organize their businesses or that operate a chain of

stores. For example, each McDonald’s franchise or Walmart store operates

essentially independently. The performance of one store does not affect another

store, but together all stores determine the performance of the whole organization.

One common strategy for improving organizational performance for an organization

 

 

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operating a mediating technology is to obtain more business from existing

customers and attract new customers by increasing the number of products it

offers. A fast-food chain can open a new restaurant or offer a wider menu; a retail

organization can open a new store or expand the brands of clothing it sells; a bank

can increase the number of financial services it offers customers to attract more

business.

Over the past decades the use of mediating technology has been increasing

because it is relatively inexpensive to operate and manage. Costs are low because

organizational activities are controlled by standardization. Bureaucratic rules are

used to specify how the activities of different departments should be coordinated,

and SOPs control the way a department operates to ensure its activities are

compatible with those of other departments. SOPs and advanced IT including

electronic inventory control provide the coordination necessary to manage the

business. Walmart, for example, coordinates its stores through advanced IT that

provides store managers with realtime information about new product introductions,

store deliveries, and changes in marketing and sales procedures.

As IT becomes more important in coordinating the activities of independent

employees or departments, it becomes possible to use a mediating technology to

coordinate more types of production activities. Network organizations, discussed in

Chapter 6 , are becoming more common as IT allows the different departments

of an organization to operate separately and at different locations. Similarly, IT has

spurred global outsourcing and today companies frequently contract with other

companies to perform their value-creation activities (like production or marketing)

for them because it is much easier to use mediating technology.

Recall from Chapter 3 how Nike contracts with manufacturers throughout the

world to produce and distribute products to its customers on a global basis. Nike

designs its shoes but then uses IT to contract its manufacturing, marketing, and

other functional activities out to other organizations around the globe. Nike

constantly monitors production and sales information from its network by means of

 

 

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a sophisticated global IT system to ensure its global network follows the rules and

procedures that specify the required

 

quality of input materials and the way its shoes should be manufactured to ensure

the quality of the finished product.

 

 

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Long-Linked Technology and Sequential

Interdependence

Long-linked technology , the second type of technology that Thompson

identified, is based on a work process where input, conversion, and output activities

must be performed in series. Long-linked technology is based on sequential task

interdependence, which means that the actions of one person or department

directly affect the actions of another, so work cannot be successfully completed by

allowing each person or department to operate independently. Figure 9.4

illustrates the dynamics of sequential interdependence. X’s activities directly affect

Y’s ability to perform her task, and in turn the activities of Y directly affect Z’s ability

to perform.

 

Long-linked technology

 

A technology characterized by a work process in

which input, conversion, and output activities must be

performed in series.

 

Mass production technology is based on sequential task interdependence. The

actions of the employee at the beginning of the production line determine how

successfully the next employee can perform his task, and so forth on down the line.

Because sequential interactions have to be carefully coordinated, long-linked

technology requires more direct coordination than mediating technology. One result

of sequential interdependence is that any error that occurs at the beginning of the

production process becomes magnified at later stages. Sports activities like relay

races or football, in which the performance of one person or group determines how

 

 

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well the next can perform, are based on sequential interdependence. In football, for

example, the performance of the defensive line determines how well the offense

can perform. If the defense is unable to secure the ball, the offense cannot perform

its task: scoring touchdowns.

An organization with long-linked technology can respond in a variety of ways to the

need to coordinate sequentially interdependent activities. The organization can

program the conversion process to standardize the procedures used to transform

inputs into outputs. The organization can also use planning and scheduling to

manage linkages among input, conversion, and output processes. To reduce the

need to coordinate these stages of production, an organization often creates

slack resources —extra or surplus resources that enhance its organization’s

ability to deal with unexpected situations. For example, a mass production

organization stockpiles inputs and holds inventories of component parts so the

conversion process is not disrupted if there is a problem with suppliers. Similarly, an

organization may stockpile finished products so it can respond quickly to an

increase in customer demand without changing its established conversion

processes. Another strategy to control the supply of inputs or distribution of outputs

is vertical integration, which, as we saw in Chapter 8 , involves a company taking

over its suppliers or distributors to control the supply and quality of inputs.

 

Slack resources

 

Extra or surplus resources that enhance an

organization’s ability to deal with unexpected

situations.

 

 

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The need to manage the increased level of interdependence increases the

coordination costs associated with long-linked technology. However, this type of

technology can provide an organization with advantages stemming from

specialization and the division of labor associated with sequential interdependence.

Changing the method of production in a pin factory from a system where each

worker produces a whole pin to a system where each worker is responsible for only

one aspect of pin production, such as sharpening the pin, for example, can result in

a major gain in productivity. Essentially, the factory moves from using a mediating

technology, in which each worker performs all production tasks, to a long-linked

technology, in which tasks become sequentially interdependent.

Tasks are routine in long-linked technology because sequential interdependence

allows managers to simplify tasks so the variability of each worker’s task is reduced

and the analyzability of each task is increased. In mass production, for example, the

coordination of tasks is achieved principally by the speed of the assembly line and

by the way specialization and the division of labor are used to program tasks to

increase production efficiency. This system, however, has two major

disadvantages. Employees do not become highly skilled (they learn only a narrow

range of simple tasks), and do not develop the ability to improve their skills because

they must follow the specified procedures necessary to perform their specific task.

 

At the organizational level, sequential interdependence means that the outputs of

one department become the inputs for another, and one department’s performance

determines how well another department performs. The performance of the

manufacturing department depends on the ability of the materials management

department to obtain adequate amounts of high-quality inputs in a timely manner.

The ability of the sales function to sell finished products depends on the quality of

 

 

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the products coming out of the manufacturing department. Failure or poor

performance at one stage has serious consequences for performance at the next

stage and for the organization as a whole. The pressures of global competition are

increasing the need for interdependence between departments and thus are

increasing organizations’ need to coordinate departmental activities. As we saw in

Chapter 6 , many organizations are moving toward the product team structure to

increase interdepartmental coordination. This type of coordination encourages

different departments to develop procedures that lead to greater production

innovation and efficiency.

 

 

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Intensive Technology and Reciprocal

Interdependence

Intensive technology , the third type of technology Thompson identifies, is

characterized by a work process where input, conversion, and output activities are

inseparable. Intensive technology is based on reciprocal task interdependence,

which means that the activities of all people and all departments fully depend on

one another. Not only do X’s actions affect what Y and Z can do, but the actions of

Z also affect Y’s and X’s performance. The task relationships of X, Y, and Z are

reciprocally interdependent (see Figure 9.4 ). Reciprocal interdependence makes

it impossible to program in advance a sequence of tasks or procedures to solve a

problem because, in Thompson’s words, “the selection, combination, and order of

[the tasks’] application are determined by feedback from the object [problem]

itself.” 39

Thus the move to reciprocal interdependence and intensive technology has

two effects: Technical complexity declines as the ability of managers to control and

predict the work process lessens, and tasks become more complex and nonroutine.

 

Intensive technology

 

A technology characterized by a work process in

which input, conversion, and output activities are

inseparable.

 

Hospitals are organizations that operate an intensive technology. A hospital’s

greatest source of uncertainty is the impossibility of predicting the types of problems

for which patients (clients) will seek treatment. At any time, a general hospital has to

 

 

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have on hand the knowledge, machines, and services of specialist departments

capable of solving a great variety of medical problems. For example, the hospital

requires an emergency room, X-ray facilities, a testing laboratory, an operating

room and staff, skilled nursing staff, doctors, and hospital wards. What is wrong with

each patient determines the selection and combination of activities and technology

to convert a hospital’s inputs (sick people) into outputs (well people). The

uncertainty of the input (patient) means that tasks cannot be programmed in

advance—as they can be when interdependence is sequential.

Basketball, soccer, and rugby are other activities that depend on reciprocal

interdependence. The current state of play determines the sequence of moves from

one player to the next. The fast-moving action of these sports requires players to

make judgments quickly and obtain feedback from the state of play before deciding

what moves to make.

On a departmental level, R&D departments operate with an intensive technology,

the sequence and content of their activities are determined by the problems the

department is trying to solve—for example, a cure for lung cancer. R&D is so

expensive because the unpredictability of the input-conversion-output process

makes it impossible to specify in advance the skills and resources that will be

needed to solve the problem at hand. A pharmaceutical company like Merck, for

example, creates many different research and development teams. Every team is

equipped with whatever functional resources it needs in the hope that at least one

team will stumble onto the wonder drug that will justify the immense resource

expenditures (each new drug costs over $500 million to develop).

The difficulty of specifying the sequencing of tasks that is characteristic of intensive

technology makes necessary a high degree of coordination and makes intensive

technology more expensive to manage than either mediating or long-linked

technology. Mutual adjustment replaces programming and standardization as the

principal method of coordination. Product team and matrix structures are suited to

operating intensive technologies

 

 

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because they provide the coordination and the decentralized control that allow

departments to cooperate to solve problems. At Google and Accenture, for

example, each company is organized into product teams so it can quickly move its

specialists to the projects that seem most promising. Also, mutual adjustment and a

flat structure allow an organization to quickly take advantage of new developments

and areas for research that arise during the research process itself. Another way is

to use self-managed teams, as Organizational Insight 9.4 illustrates.

Organizations do not voluntarily use intensive technology to achieve their goals

because it is so expensive to operate. Like IBM and Accenture, they are forced to

use it because of the nature of the products they choose to provide customers.

Whenever possible, organizations attempt to reduce the task interdependence

necessary to coordinate their activities and revert to a long-linked technology, which

is more controllable and predictable. In recent years, for example, hospitals have

attempted to control escalating management costs by using forecasting techniques

to determine how many resources they

 

 

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Organizational Insight

9.4 IBM and Accenture Use Technology to

Create Virtual Organizations

Accenture, a global management consulting company, has been one of the

pioneers in using IT to revolutionize its organizational structure. Its

managing partners realized that since only its consultants in the field could

diagnose and solve clients’ problems, the company should design a

structure that facilitates creative, on-the-spot decision making. To

accomplish this, Accenture decided to replace its tall hierarchy of authority

with a sophisticated IT system to create a virtual organization. First, it

flattened the organizational hierarchy, eliminating many managerial levels,

and set up a shared organization-wide IT system that provides each of

Accenture’s consultants with the information they need to solve clients’

problems. If consultants still lack the specific knowledge needed to solve a

problem, they can use the system to request expert help from Accenture’s

thousands of consultants around the globe.40

To implement the change, Accenture equipped all its consultants with state-

of-the-art laptops and smartphones that can connect to its sophisticated

corporate intranet and tap into Accenture’s large information databases that

contain volumes of potentially relevant information. The consultants can

also communicate directly using their smartphones and use

teleconferencing to help speed problem solving. 41

For example, if a project

involves installing a particular kind of IT system, a consultant has quick

access to consultants around the globe who have installed the system.

Accenture has found that its virtual organization has increased the creativity

of its consultants and enhanced their performance. By providing employees

 

 

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with more information and enabling them to confer with other people easily,

electronic communication has made consultants more autonomous and

willing to make their own decisions, which has led to high performance and

made Accenture one of the best-known of all global consulting companies.

Similarly, IBM, which has been experiencing tough competition in the

2000s, has been searching for ways to better utilize its talented workforce to

both lower costs and offer customers specialized kinds of services its

competitors cannot. So IBM has also used IT to develop virtual teams of

consultants to accomplish this.42

 

 

Steven Newton/Shutterstock.com

 

IBM has created “competency centers” around the globe that are staffed by

consultants who share the same specific IT skill; its competency centers are

located in the countries in which IBM has the most clients and does the

most business. To use its consultants most effectively, IBM used its own IT

 

 

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expertise to develop sophisticated software that allows it to create self-

managed teams composed of IBM consultants who have the optimum mix

of skills to solve a client’s particular problems. To form these teams, IBM’s

software engineers first analyze the skills and experience of its consultants

and input the results into the software program. Then they analyze and

code the nature of a client’s specific problem and, using this information,

IBM’s program then matches each specific client problem to the skills of

IBM’s consultants and identifies a list of “best fit” employees. One of IBM’s

senior managers then narrows down this list and decides on the actual

consultants who will form the self-managed team. Once selected, team

members assemble as quickly as possible in the client’s home country and

go to work to develop the software necessary to solve and manage the

client’s problem. This new IT allows IBM to create an ever-changing set of

global self-managed teams that form to solve the problems of IBM’s global

clients. In addition, because each team inputs knowledge about its activities

into IBM’s intranet, then as at Accenture, consultants and teams can learn

from one another so that their problem-solving skills increase over time.

 

 

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Managerial Implications Analyzing

Technology

1. Analyze an organization’s or a department’s input-conversion-

output processes to identify the skills, knowledge, tools, and

machinery that are central to the production of goods and

services.

2. Analyze the level of technical complexity associated with the

production of goods and services. Evaluate whether technical

complexity can be increased to improve efficiency and reduce

costs. For example, is an advanced computer system

available? Are employees using up-to-date techniques and

procedures?

3. Analyze the level of task variety and task analyzability

associated with organizational and departmental tasks. Are

there ways to reduce task variability or increase task

analyzability to increase effectiveness? For example, can

procedures be developed to make the work process more

predictable and controllable?

4. Analyze the form of task interdependence inside a department

and between departments. Evaluate whether the task

interdependence being used results in the most effective way

of producing goods or servicing the needs of customers. For

example, would raising the level of coordination between

departments improve efficiency?

5. After analyzing an organization’s or a department’s

technology, analyze its structure, and evaluate the fit between

technology and structure. Can the fit be improved? What costs

 

 

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and benefits are associated with changing the technology

–structure relationship?

 

need to have on hand to meet customer (patient) demands. If, over a specified

period, a hospital knows on average how many broken bones or cardiac arrests it

can expect, it knows how many operating rooms it will need to have in readiness

and how many doctors, nurses, and technicians to have on call to meet patient

demand. This knowledge allows the hospital to control costs. Similarly, in R&D, an

organization like Microsoft needs to develop decision-making rules that allow it to

decide when to stop investing in a line of research that is showing little promise of

success, and how to best allocate resources among projects to try to maximize

potential returns from the investment—especially when aggressive competitors like

Google and Facebook exist.

 

Specialism

 

Producing only a narrow range of outputs.

Another strategy that organizations can pursue to reduce the costs associated with

intensive technology is specialism , producing only a narrow range of outputs. A

hospital that specializes in the treatment of cancer or heart disease narrows the

 

 

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range of problems to which it is exposed and can target all its resources to solving

those problems. It is the general hospital that faces the most uncertainty. Similarly,

a pharmaceutical company typically restricts the areas in which it does research. A

company may decide to focus on drugs that combat high blood pressure or

diabetes or depression. This specialist strategy allows the organization to use its

resources efficiently and reduces problems of coordination.43

 

 

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From Mass Production to

Advanced Manufacturing

Technology

As discussed earlier, one of the most influential advances in technology in this

century was the introduction of mass production technology by Henry Ford. To

reduce costs, a mass production company must maximize the gains from

economies of scale and from the division of labor associated with large-scale

production. There are two ways to do this. One is by using dedicated machines and

standardized work procedures. The other is by protecting the conversion process

against production slowdowns or stoppages.

Traditional mass production is based on the use of dedicated machines

—machines that can perform only one operation at a time, such as repeatedly

cutting or drilling or stamping out a car body part. 44

To maximize volume and

efficiency, a dedicated machine

 

produces a narrow range of products but does so cheaply. Thus this method of

production has traditionally resulted in low production costs.

 

 

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Dedicated machines

 

Machines that can perform only one operation at a

time, such as repeatedly cutting or drilling or

stamping out a car body part.

 

When the component being manufactured needs to be changed, a dedicated

machine must be retooled—that is, fitted with new dies or jigs—before it can handle

the change. When Ford retooled one of his plants to switch from the Model T to the

Model A, he had to close the plant for over six months. Because retooling a

dedicated machine can take days, during which no production is possible, long

production runs are required for maximum efficiency and lowest costs. Thus, for

example, Ford might make 50,000 right-side door panels in a single production run

and stockpile them until they are needed because the money saved by using

dedicated machines outweighs the combined costs of lost production and carrying

the doors in inventory. In a similar way, both the use of a production line to

assemble the final product and the employment of fixed workers —workers who

perform standardized work procedures—increase an organization’s control over the

conversion process.

 

Fixed workers

 

Workers who perform standardized work procedures

increase an organization’s control over the

conversion process.

 

 

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A mass production organization also attempts to reduce costs by protecting its

conversion processes from the uncertainty that results from disruptions in the

external environment. 45

Threats to the conversion process come from both the

input and the output stages, but an organization can stockpile inputs and outputs to

reduce these threats (see Figure 9.5A ).

 

 

Figure 9.5

A. The Work Flow in Mass Production

 

B. The Work Flow with Advanced Manufacturing Technology

 

 

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At the input stage, an organization tries to control its access to inputs by keeping raw

materials and semifinished components on hand to prevent shortages that would lead to a

slowdown or break in production. The role of purchasing, for example, is to negotiate with

suppliers contracts that guarantee the organization an adequate supply of inputs. At the

output stage, an organization tries to control its ability to dispose of its outputs. It does so

by stockpiling finished products so it can respond quickly to customer demands. An

organization can also advertise heavily to maintain customer demand. In that case, the

role of the sales department is to maintain demand for an organization’s products so

production does not need to slow down or stop because no one wants the organization’s

outputs. The high technical complexity, the routine nature of production tasks, and the

sequential task interdependence characteristic of mass production all make an

organization very inflexible. The term fixed automation is sometimes used to describe the

traditional way of organizing production. The combination of dedicated machines (which

perform only a narrow range of operations), fixed workers (who perform a narrow range of

fixed tasks), and large stocks of inventory (which can be used to produce only one product

or a few related products) makes it very expensive and difficult for an organization to

begin to manufacture different kinds of products when customer preferences change.

 

Suppose an organization had a new technology that allowed it to make a wide

range of products—products that could be customized to the needs of individual

customers. This ability would increase demand for its products. If the new

technology also allowed the organization to rapidly introduce new products that

incorporated new features or the latest design trends, demand would increase even

more. Finally, suppose the cost of producing this wide range of new customized

products with the new technology was the same as, or only slightly more than, the

cost of producing a narrow standardized product line. Clearly, the new technology

would greatly increase organizational effectiveness and allow the organization to

pursue both a low-cost and a differentiation strategy to attract customers by giving

them advanced, high-quality, reliable products at low prices.46

 

 

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What changes would an organization need to make to its technology to make it

flexible enough to respond to customers while controlling costs? In the last 20

years, many new technological developments have allowed organizations to

achieve these two goals. The new developments are sometimes called flexible

production, lean production, or computer-aided production. Here we consider them

to be components of advanced manufacturing technology.47

Advanced manufacturing technology (AMT) consists of innovations in

materials technology and in knowledge technology that change the work process of

traditional mass production organizations.

 

Advanced manufacturing technology

 

Technology that consists of innovations in materials

technology and in knowledge technology that change

the work process of traditional mass production

organizations.

 

 

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Advanced Manufacturing

Technology: Innovations in

Materials Technology

Materials technology comprises machinery, other equipment, and computers.

Innovations in materials technology are based on a new view of the linkages among

input, conversion, and output activities. 48

Traditional mass production tries to

protect the conversion process from disruptions at the input and output stages by

using stockpiles of inventory as buffers to increase control and reduce uncertainty.

With AMT, however, the organization actively seeks ways to increase its ability to

integrate or coordinate the flow of resources among input, conversion, and output

activities. AMT allows an organization to reduce uncertainty not by using inventory

stockpiles but by developing the capacity to adjust and control its procedures

quickly to eliminate the need for inventory at both the input and the output stages

(see Figure 9.5B ). 49

Several innovations in materials technology allow

organizations to reduce the costs and speed the process of producing goods and

services. Computer-aided design, computer-aided materials management, just-in-

time inventory systems, and computer-integrated manufacturing affect one another

and jointly improve organizational effectiveness. The first three are techniques for

coordinating the input and conversion stages of production. The last one increases

the technical complexity of the conversion stage.

 

Materials technology

 

Technology that comprises machinery, other

equipment, and computers.

 

 

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Computer-Aided Design

Mass production systems are set up to produce a large quantity of a few products.

To some degree, this arrangement reflects the fact that a large part of the cost

associated with mass production is incurred at the design stage. 50

In general, the

more complex a product, the higher the design costs. The costs of designing a new

car, for example, are enormous. Ford’s recent world car, the Focus, cost over $5

billion to develop.

Traditionally, the design of new parts involved the laborious construction of

prototypes and scale models, a process akin to unit or small-batch production.

Computer-aided design (CAD) is an advanced manufacturing technique that

greatly simplifies the design process. CAD makes it possible to design a new

component or microcircuit on a computer screen and then press a button, not to

print out the plans for the part but to physically produce the part itself. Also,

“printers” exist that squirt a stream of liquid metal or plastic droplets to create three-

dimensional objects. Detailed prototypes can be sculpted according to the computer

program and can be redesigned quickly if necessary. Thus, for example, an

engineer at Ford who wants to see how a new gear will work in a transmission

assembly can experiment quickly and cheaply to fine-tune the design of these

inputs.51

 

 

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Computer-aided design (CAD)

 

An advanced manufacturing technique that greatly

simplifies the design process.

 

Cutting the costs of product design by using CAD can contribute to both a low-cost

and a differentiation advantage. Design advances that CAD makes possible can

improve the efficiency of manufacturing. Well-designed components are easily fitted

together into a subassembly, and well-designed subassemblies are easily fitted to

other subassemblies. Improvements at the input design stage also make selling and

servicing products easier at the output stage. The risk of later failure or of

breakdown is reduced if potential problems have been eliminated at the design

stage. Designing quality into a product up front improves competitive advantage

and reduces costs. Toyota’s core competence in product design, for example,

evidenced by its relatively low recall rates, gives its cars a competitive advantage.

Finally, CAD enhances flexibility because it reduces the difficulty and lowers the

cost of customizing a product to satisfy particular customers. In essence, CAD

brings to large-scale manufacturing one of the benefits of small-batch production-

customized product design—but at far less cost. It also enhances an organization’s

ability to respond quickly to changes in its environment.52

 

 

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Computer-Aided Materials Management

Materials management, the management of the flow of resources into and out of the

conversion process, is one of the most complex functional areas of an

organization. 53

Computers are now the principal tool for processing the information

that materials managers use for sound decision making, and computer-aided

materials management is crucial to organizational effectiveness.

Computer-aided materials management (CAMM) is an advanced

manufacturing technique used to manage the flow of raw materials and component

parts into the conversion process, to develop master production schedules for

manufacturing, and to control inventory. 54

The difference between traditional

materials management and the new computer-aided techniques is the difference

between the so-called push and pull approaches to materials management. 55

 

 

Computer-aided materials management (CAMM)

 

An advanced manufacturing technique that is used to

manage the flow of raw materials and component

parts into the conversation process, to develop

master production schedules for manufacturing, and

to control inventory.

 

Traditional mass production uses the push approach. Materials are released from

the input to the conversion stage when the production control system indicates that

the conversion stage is ready to receive them. The inputs are pushed into the

conversion process in accordance with a previously determined plan.

 

 

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Computer-aided materials management makes possible the pull approach. The flow

of input materials is governed by customer requests for supplies of the finished

products, so the inputs are pulled into the conversion process in response to a pull

from the output stage rather than a push from the input stage. Consider how VF

Corporation, the manufacturer of Lee jeans, meets customer demand. As jeans sell

out in stores, the stores issue requests by computer to Lee to manufacture different

styles or sizes. Lee’s manufacturing department then pulls in raw materials, such as

cloth and thread, from suppliers as it needs them. If Lee were using the push

approach, Lee would have a master plan that

 

might say, “Make 30,000 pairs of style XYZ in May,” and at the end of the summer

25,000 pairs might remain unsold in the warehouse because of lack of demand.

CAMM technology allows an organization to increase integration of its input,

conversion, and output activities. The use of input and output inventories (see

Figure 9.6 ) allows the activities of each stage of the mass production process to

go on relatively independently. CAMM, however, tightly couples these activities.

CAMM increases task interdependence because each stage must be ready to react

quickly to demands from the other stages. CAMM increases technical complexity

because it makes input, conversion, and output activities a continuous process, in

effect creating a pipeline connecting raw materials to the customer. Because the

high levels of task interdependence and technical complexity associated with

CAMM require greater coordination, an organization may need to move toward an

organic structure, which will provide the extra integration that is needed.

CAMM also helps an organization pursue a low-cost or differentiation strategy. The

ability to control the flow of materials in the production process allows an

 

 

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organization to avoid the costs of carrying excess inventory and to be flexible

enough to adjust to product or demand changes quickly and easily.

 

 

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Just-in-Time Inventory Systems

Another advanced manufacturing technique for managing the flow of inputs into the

organization is the just-in-time inventory system. Developed from the Japanese

kanban system (a kanban is a card), a just-in-time inventory (JIT) system

requires inputs and components needed for production to be delivered to the

conversion process just as they are needed, neither earlier nor later, so input

inventories can be kept to a minimum. 56

Components are kept in bins, and as they

are used up, the empty bins are sent back to the supplier with a request on the bin’s

card (kanban) for more components. Computer-aided materials management is

necessary for a JIT system to work effectively because CAMM provides

computerized linkages with suppliers—linkages that facilitate the rapid transfer of

information and coordination between an organization and its suppliers.

 

Just-in-time inventory (JIT) system

 

A system that requires inputs and components

needed for production to be delivered to the

conversion process just as they are needed, neither

earlier nor later, so that input inventories can be kept

to a minimum.

 

In theory, a JIT system can extend beyond components to raw materials. A

company may supply Ford or Toyota with taillight assemblies. The supplier itself,

however, may assemble the taillights from individual parts (screws, plastic lenses,

bulbs) provided by other manufacturers. Thus the supplier of the taillight assembly

could also operate a JIT system with its suppliers, who in turn could operate JIT

 

 

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systems with their suppliers. Figure 9.6 illustrates a just-in-time inventory system

that goes from the customer, to the store, and then back through the manufacturer

to the original suppliers.

A JIT system increases task interdependence between stages in the production

chain. Traditional mass production draws a boundary between the conversion stage

and the input and output stages and sequences conversion activities only. JIT

systems break down these barriers and make the whole value-creation process a

single chain of sequential activities. Because organizational activities become a

continuous process, technical complexity increases, in turn increasing the efficiency

of the system.

At the same time, JIT systems bring flexibility to manufacturing. The ability to order

components as they are needed allows an organization to widen the range of

products it

 

 

Figure 9.6 Just-in-Time Inventory System

The system is activated by customers making purchases.

 

makes and to customize products. 57

JIT systems thus allow a modern mass

production organization because it is not tied to one product by large inventories to

 

 

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obtain the benefits of small-batch technology (flexibility and customization) with little

loss of technical efficiency.

Like CAMM, JIT systems require an extra measure of coordination, and an

organization may need to adopt new methods to manage this new technology. One

of these, as we saw in Chapter 3 , is to implement new strategies for managing

relations with suppliers. Toyota, which owns a minority stake in its suppliers,

periodically meets with its suppliers to keep them informed about new product

developments. Toyota also works closely with its suppliers to reduce the costs and

raise the quality of input components, and it shares the cost savings with them.58

Because owning a supplier can increase costs, many organizations try to avoid the

need to integrate vertically. Long-term contracts with suppliers can create

cooperative working relationships that have long-term benefits for both parties.

In sum, just-in-time inventory systems, computer-aided materials management, and

computer-aided design increase technical complexity and task interdependence

and thus increase the degree to which a traditional mass production system

operates like a continuous-process technology; they also increase efficiency and

reduce production costs. The three advanced manufacturing techniques also give

modern mass production the benefits of small-batch production: heightened

flexibility and the ability to respond to customer needs and increased product

quality. Together these techniques confer a low-cost and a differentiation advantage

on an organization.

Now that we have looked at advanced techniques for coordinating the input and

conversion stages, we can look at new developments inside the conversion stage.

At the center of AMT’s innovations of conversion processes is the creation of a

system based on flexible workers and flexible machines.

 

 

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Flexible Manufacturing Technology and

Computer-Integrated Manufacturing

Traditional mass manufacturing technology uses dedicated machines, which

perform only one operation at a time. Flexible manufacturing technology , by

contrast, allows the production of many kinds of components at little or no extra cost

on the same machine. Each machine in a flexible manufacturing system is able to

perform a range of different operations, and the machines in sequence are able to

vary their operations so a wide variety of different components can be produced.

Flexible manufacturing technology combines the variety advantages of small-batch

production with the low-cost advantages of continuous-process production. How is

this achieved?

 

Flexible manufacturing technology

 

Technology that allows the production of many kinds

of components at little or no extra cost on the same

machine.

 

In flexible manufacturing systems, the key factor that prevents the cost increases

associated with changing operations is the use of a computer-controlled system to

manage operations. Computer-integrated manufacturing (CIM) is an

advanced manufacturing technique that controls the changeover from one operation

to another by means of the commands given to the machines through computer

software. A CIM system eliminates the need to retool machines physically. Within

the system are a number of computer-controlled machines, each capable of

automatically producing a range of components. They are controlled by a master

 

 

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computer, which schedules the movement of parts between machines in order to

assemble different products from the various components that each machine

makes. 59

Computer-integrated manufacturing depends on computers programmed

to (1) feed the machines with components, (2) assemble the product from

components and move it from one machine to another, and (3) unload the final

product from the machine to the shipping area.

 

Computer-integrated manufacturing (CIM)

 

An advanced manufacturing technique that controls

the changeover from one operation to another by

means of the commands given to the machines

through computer software.

 

The use of robots is integral to CIM. A group of robots working in sequence is the

AMT equivalent of a dedicated transfer machine. Each robot can be quickly

programmed by software to perform different operations, and the costs of

reprogramming robots are much lower than the costs associated with retooling

dedicated transfer machines.

In sum, computer-integrated manufacturing, just-in-time inventory systems, computer-

aided materials management, and computer-aided design give organizations the flexibility

to make a variety of products, as well as different models of the same product, rapidly and

cost effectively. They break down the traditional barriers separating the input, conversion,

and output stages of production; as a result, input, conversion, and output activities merge

into one another. These four innovations in materials technology decrease the need for

costly inventory buffers to protect conversion processes from disruptions in the

environment. In addition, they increase product reliability because they increase

automation and technical complexity.

 

 

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Summary

Technical complexity, the differences between routine and nonroutine tasks, and

task interdependence jointly explain why some technologies are more complex and

difficult to control than others and why organizations adopt different structures to

operate their technology. In general, input, conversion, and output processes that

depend primarily on people and departments cooperating and trading knowledge

that is difficult to program into standard operating routines require the most

coordination. An organization that needs extensive coordination and control to

operate its technology also needs an organic structure to organize its tasks.

Chapter 9 has made the following main points:

 

1. Technology is the combination of skills, knowledge, abilities, techniques,

materials, machines, computers, tools, and other equipment that people use

to convert raw materials into valuable goods and services.

2. Technology is involved in an organization’s input, conversion, and output

processes. An effective organization manages its technology to meet the

needs of stakeholders, foster innovation, and increase operating efficiency.

3. Technical complexity is the extent to which a production process is

controllable and predictable. According to Joan Woodward, technical

complexity differentiates small-batch and unit production, large-batch and

mass production, and continuous-process production.

4. Woodward argued that each technology is associated with a different

organizational structure because each technology presents different control

and coordination problems. In general, small-batch and continuous-process

technologies are associated with an organic structure, and mass production

is associated with a mechanistic structure.

5. The argument that technology determines structure is known as the

technological imperative. According to the Aston Studies, however,

organizational size is more important than technology in determining an

organization’s choice of structure.

 

 

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6. According to Charles Perrow, two dimensions underlie the difference

between routine and nonroutine tasks and technologies: task variability and

task analyzability. The higher the level of task variability and the lower the

level of task analyzability, the more complex and nonroutine are

organizational tasks.

7. Using task variability and analyzability, Perrow described four types of

technology: craftswork, nonroutine research, engineering production, and

routine manufacturing.

8. The more routine the tasks, the more likely an organization is to use a

mechanistic structure. The more complex the tasks, the more likely an

organization is to use an organic structure.

9. James D. Thompson focused on the way in which task interdependence

affects an organization’s technology and structure. Task interdependence is

the manner in which different organizational tasks are related to one another

and the degree to which the performance of one person or department

depends on and affects the performance of another.

10. Thompson identified three types of technology, which he associated with

three forms of task interdependence: mediating technology and pooled

interdependence; long-linked technology and sequential interdependence;

and intensive technology and reciprocal interdependence.

11.

 

The higher the level of task interdependence, the more likely an

organization is to use mutual adjustment rather than standardization to

coordinate work activities.

12. Advanced manufacturing technology consists of innovations in materials

technology that change the work process of traditional mass production

organizations. Innovations in materials technology include computer-aided

design, computer-aided materials management, just-in-time inventory

 

 

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systems, flexible manufacturing technology, and computer-integrated

manufacturing.

 

 

Discussion Questions

1. How can technology increase organizational effectiveness?

2. How does small-batch technology differ from mass production technology?

3. Why is technical complexity greatest with continuous-process technology?

How does technical complexity affect organizational structure?

4. What makes some tasks more complex than others? Give an example of an

organization that uses each of the four types of technology identified by

Perrow.

5. What level of task interdependence is associated with the activities of (a) a

large accounting firm, (b) a fast-food restaurant, and (c) a biotechnology

company? What different kinds of structure are you likely to find in these

organizations? Why?

6. Find an organization in your city, and analyze how its technology works. Use

the concepts discussed in this chapter: technical complexity, nonroutine

tasks, and task interdependence.

7. Discuss how AMT and innovations in materials technology and in

knowledge technology have increased task interdependence and the

technical complexity of the work process. How have these innovations

changed the structure of organizations operating a mass production

technology?

 

 

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Organizational Theory in Action

Practicing Organizational Theory Choosing a Technology

Form groups of three to five people and discuss the following scenario:

 

You are investors who are planning to open a large computer store in a big city on

the West Coast. You plan to offer a complete range of computer hardware, ranging

from UNIX-based workstations, to powerful PCs and laptop computers, to a full

range of printers and scanners. In addition, you propose to offer a full range of

software products, from office management systems to personal financial software

and children’s computer games. Your strategy is to be a one-stop shopping place

where all kind of customers—from large companies to private individuals—can get

everything they want from salespeople who can design a complete system to meet

each customer’s unique needs.

You are meeting to decide which kind of technology—which combination of skills,

knowledge, techniques, and task relationships—will best allow you to achieve your

goal.

1. Analyze the level of (a) technical complexity and (b) task variability and task

analyzability associated with the kinds of tasks needed to achieve your

strategy.

2. Given your answer to item 1, what kind of task interdependence between

employees/departments will best allow you to pursue your strategy?

3. Based on this analysis, what kind of technology will you choose in your

store, and what kind of structure and culture will you create to manage your

technology most effectively?

 

 

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The Ethical Dimension #9

The chapter discussed some of Henry Ford’s strict labor practices that caused such

high turnover. Workers were not allowed to talk on the production line, for example,

and he employed detectives to spy on them when they were at home.

1. What limits should be placed on a company’s right to monitor and control its

employees from an ethical perspective?

2. What moral rules would you create to help managers decide when, and

which actions and behaviors, they have a right to influence and control?

 

Making the Connection #9

Find an example of a company operating with one of the technologies identified in

this chapter. Which technology is the company using? Why is the company using it?

How does this technology affect the organization’s structure?

 

Analyzing the Organization: Design Module

#9

This module focuses on the technology your company uses to produce goods and

services and the problems and issues associated with the use of this technology.

 

 

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Assignment

Using the information at your disposal, and drawing inferences about your

company’s technology from the activities that your organization engages in, answer

the following questions.

1. What kinds of goods or services does your organization produce? Are input,

conversion, or output activities the source of greatest uncertainty for your

organization?

2. What role does technology in the form of knowledge play in the production

of the organization’s goods or services?

3. What role does materials technology play in the production of the

organization’s goods and services?

4. What is the organization’s level of technical complexity? Does the

organization use a small-batch, mass production, or continuous-process

technology?

5. Use the concepts of task variability and task analyzability to describe the

complexity of your organization’s activities. Which of the four types of

technology identified by Perrow does your organization use?

6. What forms of task interdependence between people and between

departments characterize your organization’s work process? Which of the

three types of technology identified by Thompson does your organization

use?

7. The analysis you have done so far might lead you to expect your company

to operate with a particular kind of structure. What kind? To what extent

does your organization’s structure seem to fit with the characteristics of the

organization’s technology? For example, is the structure organic or

mechanistic?

8. Do you think your organization is operating its technology effectively? Do

you see any ways in which it could improve its technical efficiency,

innovativeness, or ability to respond to customers?

 

 

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Case for Analysis Microsoft Reorganizes to Speed Innovation

Microsoft, like other software makers, has been shocked by the increasing number

of applications available on the Internet and not on the PC, many of which have

been pioneered by Google and Yahoo! These include better and faster versions of

Internet applications such as email, advanced specialized search engines, Internet

phone services, imaging searching, and mapping such as Google’s Earth. Rapid

innovation is taking place in these and other

 

areas, and the danger for Microsoft is that these online applications will make its

vital Windows PC platform less useful and perhaps obsolete. If, in the future, people

begin to use new kinds of online word processing and storage applications, then the

only important PC software application will become operating system software. This

would cause Microsoft’s revenues and profits to plummet. So a major push is on at

Microsoft to find ways to make its new software offerings work seamlessly with

developing Internet-based service applications and its Windows platform so

customers will remain loyal to its PC software.

To achieve this, Microsoft announced a major redesign of its organizational

structure to focus on three major software and service products areas: Platform

Products and Services, Business, and Entertainment & Services, each of which will

be managed by its own new top management team. In doing this, Microsoft has

created a new level in its hierarchy and has decentralized major decision-making

responsibility to these managers. Inside each division, IT specialists will continue to

work in small project teams.

Microsoft claims that the new structure will not only speed technological innovation

in each division, but it will also create many synergies between the product divisions

 

 

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and foster collaboration and so improve product development across the

organization. In essence, Microsoft is trying to make its structure more organic so it

can better compete with nimble rivals like Google. As Microsoft’s CEO Steve

Ballmer commented, “Our goal in making these changes is to enable Microsoft to

achieve greater agility in managing the incredible growth ahead and executing our

software-based services strategy.” Some analysts wonder, however, if adding a

new level to the hierarchy will only create a new layer of bureaucracy that will

further slow down decision making and allow Google to take an even greater lead in

Internet services in the decade ahead.

 

Discussion Questions

1. Which of the following technology best characterizes the way Microsoft

operates (a) craftswork, (b) engineering production, or (c) intensive

technology?

2. In what ways does Microsoft hope its new way of organizing will help it to

continually improve its competences and technology?

 

 

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References

1 “Survey: The Endless Road,” Economist, October 17, 1992, p. 4.

5 R. Edwards, Contested Terrain: The Transformation of the Workplace in the Twentieth

Century (New York: Basic Books, 1979).

3 D. M. Rousseau, “Assessment of Technology in Organizations: Closed Versus Open

Systems Approaches,” Academy of Management Review 4 (1979), 531–542; W. R. Scott,

Organizations: Rational, Natural, and Open Systems (Englewood Cliffs, NJ: Prentice-Hall,

1981).

4 H. Ford, “Progressive Manufacturing,” Encyclopedia Britannica, 13th ed. (New York:

Encyclopedia Co., 1926).

2 Edwards, Contested Terrain, p. 119.

6 J. Woodward, Management and Technology (London: Her Majesty’s Stationery Office,

1958), p. 12.

7 Woodward, Management and Technology, p. 11.

8 www.zynga.com, 2011.

9 Ibid.

10 J. Woodward, Industrial Organization: Theory and Practice (London: Oxford University

Press, 1965).

11 www.Ikea.com, 2011.

12 Woodward, Industrial Organization.

13 Woodward, Management and Technology.

14 C. Perrow, Normal Accidents: Living with High-Risk Technologies (New York: Basic

Books, 1984).

15 E. Harvey, “Technology and the Structure of Organizations,” American Sociological

Review 33 (1968), 241–259; W. L. Zwerman, New Perspectives on Organizational

Effectiveness (Westport, CT: Greenwood, 1970).

16 D. J. Hickson, D. S. Pugh, and D. C. Pheysey, “Operations Technology and Organizational

Structure: An Empirical Reappraisal,” Administrative Science Quarterly 14 (1969), 378–397; D.

S. Pugh, “The Aston Program of Research: Retrospect and Prospect,” in A. H. Van de Ven and

W. F. Joyce, eds., Perspectives on Organizational Design and Behavior (New York: Wiley,

1981), pp. 135–166; H. E. Aldrich, “Technology and Organizational Structure: A Reexamination

of the Findings of the Aston Group,” Administrative Science Quarterly 17 (1972), pp. 26–43.

17 J. Child and R. Mansfield, “Technology, Size and Organization Structure,” Sociology 6

(1972), 369–393.

18 Hickson et al., “Operations Technology and Organizational Structure.”

 

 

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19 C. Perrow, Organizational Analysis: A Sociological View (Belmont, CA: Wadsworth,

1970).

20 Ibid.

21 Ibid., p. 21.

22 Ibid.

23 This section draws heavily on C. Perrow, “A Framework for the Comparative Analysis of

Organizations,” American Sociological Review 32 (1967), 194–208.

24 Perrow, Organizational Analysis; C. Gresov, “Exploring Fit and Misfit with Multiple

Contingencies,” Administrative Science Quarterly 34 (1989), 431–453.

25 Edwards, Contested Terrain.

26 www.honda,com, 2011.

27 www.apple.com, 2011.

28 www.foxconn.com, 2011.

29 M. Williams, “Back to the Past,” Wall Street Journal, October 24, 1994, p. A1.

30 S. N. Mehta, “Cell Manufacturing Gains Acceptance at Smaller Plants,” Wall Street

Journal, September 15, 1994, p. B2.

31 J. Beyer and H. Trice, “A Re-Examination of the Relations Between Size and Various

Components of Organizational Complexity,” Administrative Science Quarterly 30 (1985), 462

–481.

32 L. Argote, “Input Uncertainty and Organizational Coordination of Subunits,”

Administrative Science Quarterly 27 (1982), 420–434.

33 R. T. Keller, “Technology-Information Processing Fit and the Performance of R&D

Project Groups: A Test of Contingency Theory,” Academy of Management Review 37 (1994),

167–179.

34 C. Perrow, “Hospitals: Technology, Structure, and Goals,” in J. March, ed., The

Handbook of Organizations (Chicago: Rand McNally, 1965), pp. 910–971.

35 D. E. Comstock and W. R. Scott, “Technology and the Structure of Subunits,”

Administrative Science Quarterly 22 (1977), 177–202; A. H. Van de Ven and A. L. Delbecq, “A

 

 

Page 98 of 98

 

 

Task Contingent Model of Work Unit Structure,” Administrative Science Quarterly 19 (1974), 183–

197.

36 J. D. Thompson, Organizations in Action (New York: McGraw-Hill, 1967).

37 W. G. Ouchi, “The Relationship Between Organizational Structure and Organizational

Control,” Administrative Science Quarterly 22 (1977), 95–113.

38 Thompson, Organizations in Action.

39 Ibid., p. 17.

40 T. Davenport and L. Prusak, Information Ecology. (London: Oxford University Press,

1997).

41 www.accenture.com, 2011.

42 www.ibm.com, 2011.

43 Thompson, Organizations in Action; G. R. Jones, “Organization–Client Transactions

and Organizational Governance Structures,” Academy of Management Journal 30 (1987), 197

–218.

44 C. Edquist and S. Jacobson, Flexible Automation: The Global Diffusion of New

Technology in the Engineering Industry (London: Basil Blackwell, 1988).

45 Ibid.

46 M. Jelinek and J. D. Goldhar, “The Strategic Implications of the Factory of the Future,”

Sloan Management Review, 25 (1984), 29–37; G. I. Susman and J. W. Dean, “Strategic Use

of Computer Integrated Manufacturing in the Emerging Competitive Environment,” Computer

Integrated Manufacturing Systems 2 (1989), 133–138.

47 C. A. Voss, Managing Advanced Manufacturing Technology (Bedford, England: IFS

[Publications] Ltd., 1986).

48 Krafcik, “Triumph of the Lean Production System.”

49 Ibid.; M. T. Sweeney, “Flexible Manufacturing Systems—Managing Their Integration,” in

Voss, Managing Advanced Manufacturing Technology, pp. 69–81.

50 D. E. Whitney, “Manufacturing by Design,” Harvard Business Review (July–August

1988): 210–216.

51 “Microtechnology, Dropping Out,” The Economist, January 9, 1993, p. 75.

 

 
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Problem Identification And Formulation

Problem Identification and Formulation

Part 1

Business Practice Argumentative Essay

 

For this assignment, the student will create an argumentative essay explaining what makes a good business decision. This allows students to use critical thinking in their research to identify the importance of deductive reasoning and inductive reasoning.

Assignment Steps 

Review the “Writing Argumentative Essays” section in Ch. 3 of Critical Thinking. 

Write a 1,050-word argumentative essay on your approved business decision including the following: 

· Discuss why the business decision is good or not good for business.

· Define the term “good” for the purpose of this situation.

· Identify the premise and conclusion by placing a number in bold at the beginning of the sentence with the word premise or conclusion. For example: (1, Premise), (2, Premise), (1, Conclusion), (2, Conclusion).

· Sentences labeled as “1, premise” are premises for the sentence labeled as “1, conclusion.”

· All premises should be labeled for each conclusion in the article. If a sentence is a conclusion and a premise for another conclusion, place two labels.

· At the end of the paper, identify one example of how you used deductive reasoning and one example of how you used inductive reasoning. 

Format your paper consistent with APA guidelines. 

Part 2

Answer the Following Questions

Contemporary Management, Ch. 7: Decision Making, Learning, Creativity, and Entrepreneurship

1. What are the six steps managers should take to make the best decisions?

2. What are some of the advantages and disadvantages of group decision making?

3. Of the six steps a manager makes which do you deem the most important?

4. Conduct a web search and compare your findings to the text. Other sources list additional steps do you find these add value?

5. Why or why not?

Critical Thinking, Ch. 5: Rhetoric, the Art of Persuasion

 

6. What rhetorical devices do you find in the following (euphemisms, dysphemisms, weaselers, downplayers)?

Critical Thinking, Ch. 6: Relevance (Red Herring) Fallacies

7. What are fallacies?

8. How does critical thinking help with problem identification and formulation?

 
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Case Study Microsoft’s Evolving China Strategy

Read the case “Emerging Markets: Microsoft’s Evolving China Strategy” from the textbook. Complete questions 1 through 4, and complement your analysis with contemporary industry-, country-, and firm-specific research.

 

Suggested Resources: 2012 Microsoft Annual Report and company website

 

 

Formatting guidelines: double spaced, 12-point Times New Roman font, one-inch margins, and APA-format citations. Page length requirements: 4–6 pages.

P A R T1 FOUNDATIONS OFGLOBAL STRATEGY

1 Strategizing Around the Globe

2 Managing Industry Competition

3 Leveraging Resources and Capabilities

4 Emphasizing Institutions, Culture, and Ethics

 

 

CHAPTER1

STRATEGIZING AROUND THE GLOBE

KNOWLEDGE OBJECT IVES

After studying this chapter, you should be able to

1. Offer a basic critique of the traditional, narrowly defined “global strategy”

2. Articulate the rationale behind studying global strategy

3. Define what is strategy and what is global strategy

4. Outline the four fundamental questions in strategy

5. Participate in the debate on globalization with a reasonably balanced view and a keen awareness of your likely bias

© is to ck ph

ot o/ A le xe y St io p

2

 

 

OPENING CASE

The Global Strategy of Global Strategy

Launched in 2005, Global Strategy has been used by business schools in over 30 countries and is now available in Chinese, Spanish, and Portuguese in addition to English. Global Strategy has also spawned two related books: Glo- bal Business (a more comprehensive, traditional textbook in international business) and GLOBAL (a more compact, innovative paperback). Everybody knows global competi- tion is tough. How do Global Strategy and its sister books compete around the world? In other words, what is the nature of the global strategy of Global Strategy?

Global Strategy and its sister books are published by South-Western Cengage Learning, which is a division of Cen- gage Learning. Cengage Learning serves students, teachers, and libraries in the secondary and higher education markets, as well as government agencies and corporations. While the copyright page of this book indicates an address in Mason, Ohio (a suburb of Cincinnati), note that this is the address for the specific division: South-Western. The corporate headquar- ters of Cengage Learning is in Stamford, Connecticut. Cen- gage Learning is a global company, which is owned by Apax Partners of the UK and OMERS Capital Partners of Canada, two private equity groups. Overall, the global nature of Cen- gage Learning permeates the organization: it is UK- and Canadian-owned and US-headquartered. With annual sales of over $2 billion, Cengage Learning has approximately 5,800 employees worldwide across 35 countries.

In business and economics textbooks, South-Western Cengage Learning vies for number one in the world in terms of market share with McGraw-Hill Irwin and Pearson Prentice Hall, the other two members of the Big Three in this industry. While competition historically focused on the United States and other English-speaking countries, it is now worldwide. Global Strategy targets courses in strategic management and international business. While there is no shortage of textbooks in these two areas, Global Strategy broke new ground by being the first to specifically address their intersection. Thanks to enthusiastic students and pro- fessors in Angola, Australia, Austria, Brazil, Britain, Canada, Chile, China, Finland, France, Denmark, Germany, Hong Kong, India, Ireland, Japan, Macau, Malaysia, Mexico, the Netherlands, Netherlands Antilles, New Zealand, Norway,

Portugal, Romania, Singapore, South Korea, Spain, Swe- den, Taiwan, Thailand, and the United States, Global Strat- egy achieved unprecedented success.

While competition is primarily among the Big Three, Glo- bal Strategy has also attracted new entrants—competing textbooks published by smaller, historically more specialized academic publishers such as Cambridge, Oxford, and Wiley that are interested in breaking into the mainstream textbook market. In addition to new entrants, the publishing industry has also been experiencing another challenge: the digital revolution. E-books have emerged as a viable substitute to the printed version. Amazon now sells more Kindle versions than printed versions of books. To keep up with this movement, the Kindle version of Global Strategy has been available since the second edition.

Although competition, in theory, is global, in practice Cengage Learning needs to win one local market after another—literally, one course taught by one instructor in one school in one country. Obviously, no instructor tea- ches globally, and no student studies globally. Teaching and learning remain very local. For the company as a

M ap

Re so ur ce s

3

 

 

A Global Global-Strategy Book How do firms, such as Cengage Learning, McGraw-Hill, and Pearson, compete around the globe? In the publishing industry in each country, how do various foreign entrants and local firms interact, compete, and/or sometimes collaborate? What determines their success and failure? Since strategy is about competing and winning, this book on global strategy will help current and would-be strategists answer these and other important questions. Setting an example by itself, the book you are reading is a real global product that leverages its strengths, engages rivals, and competes around the world (see Opening Case).

However, this book does not focus on a particular form of international (cross-border) strategy, which is characterized by the production and distribution of standardized products and services on a worldwide basis. For over two decades, this strategy, com- monly referred to as “global strategy” for lack of a better term, has often been advocated by traditional global-strategy books.1 However, there is now a great deal of rumbling and soul-searching among managers frustrated by the inability of their “world car,” “world drink,” or “world commercial” to conquer the world.

whole, the motto is: “Think global, act local.” The hard truth is: Global Strategy does not have a “global strategy” (!). While this statement is provocative, what it really means is that Global Strategy does not have a grand strategic plan around the globe. What defines its strategy is a relentless process to be in touch with the rapidly evolving market and an unwavering commitment to aspire to meet and exceed customer expectations around the world. In other words, Cengage Learning embraces a “strategy as action” perspective, as opposed to a “strategy as plan” perspective. Every step of the way, Cengage Learning literally learns, tests the market, engages custo- mers, and aspires to improve in the next edition. For instance, the Portuguese edition has been developed by two professors in Brazil, who are not mere translators but “revisers” who enhance the local flavor. In the third edi- tion, Global Strategy builds on the already strong coverage of emerging economies in the two previous editions and introduces a new feature on emerging markets in every chapter. This edition has also expanded coverage on the previously under-covered regions such as Latin America and Africa, thus making Global Strategy more global.

Finally, to successfully compete around the globe, a good understanding of the rules of the game is a must. In some countries, foreign publishers are free to publish whatever they please. In other countries, foreign publishers are not allowed to publish anything at all. For example, Brazil allows

Cengage Learning to set up a wholly owned subsidiary that can publish the Portuguese version. However, China does not allow foreign publishers to publish books on their own. Therefore, Cengage Learning licensed the translation of Global Strategy to a leading Chinese publisher: Posts and Telecom Press. Further, Chinese rules dictate that all books published in China—regardless of foreign or domestic origin—have to pass political censorship. A thorough under- standing of these rules is crucial. Experienced editors at Posts and Telecom Press advised that the title be changed to Global Business Strategy (Quanqiu Qiye Zhanlue), to avoid potential confusion in the eyes of the political censors that this might be a book about “global military strategy.” Such important but subtle local knowledge helped avoid misun- derstandings and troubles down the road, and helped a global company to successfully turn a page locally.

Sources: Based on (1) author’s interviews with Cengage Learning executives in Brazil, China, and the United States; (2) Economist, 2010, The future of publishing, April 3: 65–66; (3) M. W. Peng, 2009,Global Strategy, 2nd ed., Cincinnati: South-Western Cengage Learning; (4)M.W. Peng, 2007,Quanqiu Qiye Zhanlue, translated by W. Sun & X. Lui, Beijing, China: Posts & Telecom Press; (5) M. W. Peng, 2008, Estratégia Global, translated by J. C. Racy & G. B. Rossi, São Paulo, Brazil: Cengage Learning; (6) M. W. Peng, 2010, Estrategia Global, segundaedición, translated by A. Alcérreca &M. Muñoz, Mexico City, Mexico: Cengage Learning.

(Continued)

OPENING CASE

4 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

In reality, multinational enterprises (MNEs), defined as firms that engage in foreign direct investment (FDI) by directly controlling and managing value-adding activities in other countries,2 often have to adapt their strategies, products, and services for local markets. For example, the Opening Case clearly shows that in the publishing industry, one size does not fit all. In the automobile industry, there is no “world car.” Cars popular in one region are often rejected by customers elsewhere. The Volkswagen Golf and the Ford Mondeo (marketed as the Contour in the United States), which have dominated Europe, have little visibility in the streets of Asia and North America. The so-called “world drink,” Coke Classic, actually tastes different around the world (with varying sugar content). The Coca-Cola Company’s effort in pushing for a set of “world commercials” centered on the polar bear cartoon character presumably appealing to some worldwide values and inter- ests has been undermined by uncooperative TV viewers around the world. Viewers in warmer weather countries had a hard time relating to the furry polar bear. In response, Coca-Cola switched to more costly but more effective country-specific advertisements. For instance, the Indian subsidiary launched an advertising campaign that equated Coke with “thanda,” the Hindi word for “cold.” The German subsidiary developed a series of commercials that showed a “hidden” kind of eroticism (!).3

It is evident that the narrow notion of “global strategy” in vogue over the past two decades (in other words, the “one-size-fits-all” strategy), while useful for some firms in certain industries, is often incomplete and unbalanced.4 This is reflected in at least three manifestations:

• Too often, the quest for worldwide cost reduction, consolidation, and restructuring in the name of “global strategy” has sacrificed local responsiveness and global learning. The results have been unsatisfactory in many cases and disastrous in others. Many MNEs have now pulled back from such a strategy. MTV has switched from standardized (American) English-language programming to a variety of local languages. With over 5,000 branches in 79 countries, HSBC is one of the world’s largest and most global banks. Yet, instead of highlighting its “global” power, HSBC brags about being “the world’s local bank.”

• Almost by definition, the narrow notion of “global strategy” focuses on how to compete internationally, especially on how global rivals, such as Coca-Cola and Pepsi, Toyota and Honda, and Boeing and Airbus, meet each other in one country after another. As a result, the issue of how domestic companies compete with each other and with foreign entrants seems to be ignored. Does anyone know the nationalities and industries of the following companies: Cemex, Embraer, Foxconn, Huawei, and Tata? Based in Mexico, Brazil, Taiwan, China, and India, these five firms are world-class competitors in, respectively, cement, aerospace, electronics manufacturing, telecommunications equipment, and cars. They represent some of the top MNEs from emerging economies. If such firms are outside your strategic radar screen, then perhaps the radar has too many blind spots (see Emerging Markets 1.1).

• The current brand of “global strategy” seems relevant only for MNEs from developed economies, primarily North America, Europe, and Japan—commonly referred to as the Triad—to compete in other developed economies, where income levels and consumer preferences may be similar. Emerging economies (or emerging markets), a term that has gradually replaced the term developing economies since the 1990s, now command half of the worldwide FDI inflow and nearly half of the global gross domestic product

multinational enterprise (MNE)

A firm that engages in for- eign direct investment (FDI) by directly controlling and managing value-adding activities in other countries.

foreign direct investment (FDI)

A firm’s direct investment in production and/or ser- vice activities abroad.

Triad

Three primary regions of developed economies: North America, Europe, and Japan.

emerging economies (emerging markets)

A label that describes fast- growing developing economies since the 1990s.

C h a p t e r 1 S t r a t e g i z i n g A r o u n d t h e G l o b e 5

 

 

E T H I C A L D I L E M M AEMERGING MARKETS 1.1

Foxconn

Until 2010, the vast majority of the endusers of Apple iPhones and iPads, Hewlett-Packard laptops, Amazon Kindles, and Microsoft Xboxes around the world had no clue about the firm that manufactured their beloved gadgets. The firm is Foxconn, which is headquartered in Taipei, Taiwan. Foxconn’s shares (under the name of Hon Hai) are not only listed in Taipei (TWSE: 2317), but also in Hong Kong (SEHK: 2038), London (LSE: HHPD), and NASDAQ (HNHPF). With $110 billion in annual revenue, Foxconn is the global leader in contract manufacturing services. In other words, everybody has heard that leading electronics firms such as Cisco, Dell, Ericsson, Intel, Motorola, Nintendo, Nokia, and Sony—in addition to those named in the first three lines of this box above—have outsourced a large chunk of their manufacturing to “low-cost producers.” But to whom? Only a small number of people know the answer: Foxconn has been scooping up a tremendous number of outsourcing orders.

Starting in 1975 in Taipei with a meager $7,500, Foxconn was founded by Taiwanese entrepreneur Terry Gou, who still serves as its chairman. As Foxconn becomes a giant, of course, industry insiders know and respect it. But outside the industry Foxconn lives in relative obscurity. It is likely to be the largest firm many people around the world have never heard of. Just how big is Foxconn? Worldwide, it has 1.3 million employees. In China alone, it employs over 920,000 workers (300,000 on one factory campus in Shenzhen). To put these mind- boggling numbers in perspective, its worldwide headcount is as large as the entire US military, and its headcount in China is three times the size of the Taiwanese military. In addition to China, Foxconn has factories in 12 countries: Australia, Brazil, the Czech Republic, India, Japan, Mexico, the Netherlands, Poland, Russia, Slovakia, Singapore, and the United States. Foxconn is the largest private employer and the largest exporter in China and the second largest exporter in the Czech Republic.

In 2010, Foxconn stumbled into the media spotlight, not because of its accomplishments, but because a dozen

employees in Shenzhen, China, committed suicide in a span of several months, most of them by jumping from high-rise Foxconn dormitories. Here comes one of the biggest paradoxes associated with such an emerging multinational. What are Foxconn’s secrets for being so successful? Just like 100 years ago when Henry Ford created the mass assembly line by standardizing each worker’s job, Foxconn has pioneered a business model that it calls e-enabled Components, Modules, Moves, and Services (eCMMS) that can help its clients save a ton of money. But why were there so many worker suicides that shocked the world? The business model is certainly a culprit. Working at Foxconn demands a great deal of concentration and repetition that breed enormous stress. Bloomberg Businessweek described Gou as “a ruthless taskmaster.” Although the media and corporate social responsibility gurus criticize Foxconn for treating workers like machines and exploiting cheap labor, there is no evidence that Foxconn has mistreated or abused employees. In fact, in China, labor watchdogs actually give Foxconn credit for exceeding the norms, by paying workers (relatively) higher salaries, on time, and for overtime. In both 2005 and 2006, it was among the Best Employers in China, according to a ChinaHR.com poll. In response to the suicides, Foxconn increased Shenzhen factory workers’ pay by 30% to $176 a month in 2010. Such raises cut earnings per share by about 5% in 2010 and by 12% in 2011. As a result, Gou recently scaled back his annual growth target from 30% to 15%. Despite the setback, this intriguing (and until recently largely hidden) emerging multinational continues to deserve your attention, especially the next time you turn on your iPad.

Sources: Based on (1) Bloomberg Businessweek, 2010, Chairman Gou, September 13: 58–69; (2) Bloomberg Businessweek, 2011, How to beat the high cost of happy workers, May 9: 39–40; (3) www.foxconn.com.

6 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

(GDP) measured at purchasing power parity.5 Brazil, Russia, India, and China—now known as BRIC in the new jargon—command more attention. BRICS (that is: BRIC + South Africa) has become a newer buzzword. Many local firms rise to the challenge, not only effectively competing at home but also launching offensives abroad.6 Overall, more than a quarter of the worldwide FDI outflows are now generated by these emerging multinationals from emerging economies.

As a result, modifying (or even abandoning) the traditional “global strategy” has increasingly been entertained.7 Figure 1.1 illustrates the global economy as a pyramid. The top consists of about one billion people with annual per capita income greater than $20,000. These are mostly people in the Triad and a small percentage of rich people in the rest of the world. Another billion people, making $2,000 to $20,000 a year, make up the second tier. The vast majority of humanity—about five billion people—make less than $2,000 a year and comprise the base of the pyramid (BOP), which has been ignored by traditional “global strategy.” Many MNEs from developed economies believed that there was no money to be made in BOP markets. Recent developments in the global economy have shaken this erroneous belief. General Motors (GM) now sells more cars in China than in the United States, and China has surpassed the United States as the world’s largest car market. If MNEs from developed economies do not pay serious attention to BOP markets in emerging economies, local competitors such as India’s Tata Motors and China’s Geely will (see Emerging Markets 1.2). From the bottom (BOP) up, these new competitors increasingly go after the second and top tier markets overseas, creating serious competitive challenges to MNEs from developed economies.

FIGURE 1.1 The Global Economic Pyramid

Per capita GDP > $20,000 Approximately one billion people

Per capita GDP $2,000–$20,000 Approximately one billion people

Per capita GDP < $2,000 Approximately five billion people

Top Tier

Second Tier

Base of the Pyramid

Sources: Adapted from (1) C. K. Prahalad & S. Hart, 2002, The fortune at the bottom of the pyramid, Strategy+Business, 26: 54–67; (2) S. Hart, 2005, Capitalism at the Crossroads (p. 111), Philadelphia: Wharton School Publishing.

BRIC

Brazil, Russia, India, and China.

BRICS

Brazil, Russia, India, China, and South Africa

base of the pyramid (BOP)

The vast majority of humanity, about five billion people, who make less than $2,000 a year.

C h a p t e r 1 S t r a t e g i z i n g A r o u n d t h e G l o b e 7

 

 

EMERGING MARKETS 1.2

GE’s Reverse Innovation from the Base of the Pyramid

Mulitnationals such as General Electric (GE) historically innovate new products in developed economies and then localize these products by tweaking and simplifying them for customers in emerging economies. Unfortunately, a lot of these expensive products meant for well-off customers at the top of the global economic pyramid flop at the base of the pyramid. This is not only because of the products’ price tag, but also due to the lack of consideration for the specific needs and wants of local customers. Being the exact opposite, reverse innovation turns innovative products created for emerging economies into low-cost offerings for developed economies.

Take a look at GE’s conventional ultrasound machines, originally developed in the United States and Japan and sold for $100,000 and up (as much as $350,000). In China, these expensive, bulky devices sold poorly because not every sophisticated hospital imaging center could afford them. GE’s team in China realized that more than 80% of China’s population relies on rural hospitals or clinics that are poorly funded. Conventional ultrasound machines are simply out of reach for these facilities. Patients thus have to travel to urban hospitals to access ultrasound. However, transportation to urban hospitals, especially for the sick and the pregnant, is challenging. Since most Chinese patients could not come to the ultrasound machines, the machines have to go to the patients. Scaling down its existing bulky, expensive, and complex ultrasound machines was not going to serve that demand. GE realized that it needed a revolutionary product—a compact, portable ultrasound machine. In 2002, GE in China launched its first compact ultrasound, which combined a regular laptop computer with sophisticated software. The machine sold for only $30,000. In 2008, GE introduced a newmodel that sold for $15,000, less than 15% of the price tag of its high-end conventional ultrasound models. While portable ultrasounds have naturally become a hit in China, especially in rural clinics, they have also generated dramatic growth throughout the world, including developed economies. These machines combine a new dimension previously unavailable to ultrasound machines—portability— with an unbeatable price in developed economies where

containing health care cost is increasingly paramount. Before the global recession hit, portable ultrasounds by 2008 were a $278 million global product line for GE, growing at 50% to 60% annually. Even in the midst of a severe global recession, this product line has been growing 25% annually in China.

GE’s experience in developing portable ultrasound machines in China is not alone. For rural India, it has pioneered a $1,000 handheld electrocardiogram (ECG) device that brings down the cost by a margin of 60% to 80%. In the Czech Republic, GE developed an aircraft engine for small planes that slashes its cost by half. This allows GE to challenge Pratt & Whitney’s dominance of the small turboprop market in developed economies.

Why is GE so enthusiastic about reverse innovation? GE’s chairman and CEO Jeffrey Immelt wrote in a Harvard Business Review article:

To be honest, the company is also embracing reverse innovation for defensive reasons. If GE doesn’t come up with innovations in poor countries and take them global, new competitors from the developing world—like Mindray, Suzlon, Goldwind, and Haier—will… GE has tremendous respect for traditional rivals like Siemens, Philips, and Rolls-Royce. But it knows how to compete with them; they will never destroy GE. By introducing products that create a new price-performance paradigm, however, the emerging giants very well could. Reverse innovation isn’t optional; it’s oxygen.

Sources: Based on (1) Economist, 2011, Frugal healing, January 22: 73–74: (2) Economist, 2011, Life should be cheap, January 22: 16; (3) V. Govindarajan & R. Ramamurti, 2011, Reverse innovation, emerging markets, and global strategy, Global Strategy Journal, 1: 191–205; (4) J. Immelt, V. Govindarajan, & C. Trimble, 2009, How GE is disrupting itself, Harvard Business Review,October: 56–65; (5) C. K. Prahalad & R.Mashelkar, 2010, Innovation’s holy grail, Harvard Business Review, July: 132–141; (6) Wall Street Journal, 2011, Medicine on the move, March 28.

8 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

Overall, this book can be considered as part of this broad movement in search of a better understanding of how to effectively strategize and compete around the globe, not being merely about “global strategy” per se. This book differentiates itself from existing global-strategy books by providing a more balanced coverage, not only in terms of the traditional “global strategy” and “non-global strategy,” but also in terms of both MNEs’ and local firms’ perspectives. In addition to developed economies, this book also devotes extensive space to competitive battles waged in and out of emerging economies. In every chapter, at least one box deals with “emerging markets” that refer to competition within emerging economies or multinationals emerging from these economies that enhance your understanding of this new breed of global competitors. No other global-strategy book does this. In a nutshell, this is truly a global global- strategy book.

Why Study Global Strategy? Strategy courses in general—and global strategy courses in particular—are typically the most valued courses in a business school.8 Why study global strategy? Three compelling reasons emerge. First, the most sought-after and highest-paid business school graduates (both MBAs and undergraduates) are typically strategy consultants with global expertise. You can be one of them. Outside the consulting industry, if you aspire to join the top ranks of large firms, expertise in global strategy is often a prerequisite. While eventually international experience may be required to become an expatriate (expat) manager, knowledge of and interest in global strategy during your education will eventually make you a more ideal candidate to be selected.9 So, don’t forget to add a line on your resume that you have studied this strategically important course.

Second, even for graduates at large companies with no interest in working for the consulting industry and no aspiration to compete for top jobs, as well as those indivi- duals who work at small firms or are self-employed, you may find yourself dealing with foreign-owned suppliers and buyers, competing with foreign-invested firms in your home market, and perhaps even selling and investing overseas. Or alternatively, you may find yourself working for a foreign-owned corporation, your previously domestic employer acquired by a foreign player, or your unit ordered to shut down for global consolidation. Approximately 80 million people worldwide, including six million Americans, one million British, and 18 million Chinese, are directly employed by foreign-owned firms. For example, in Africa, the largest private sector employer is Coca-Cola, with 65,000 employees. In the UK, the largest private sector employer is Tata with 45,000 employees. Understanding how strategic decisions are made may facilitate your own career in such organizations. If there is a strategic rationale to downsize your unit, you would want to be able to figure this out as soon as possible and be the first to post your resume online, instead of being the first to receive a pink slip. In other words, you want to be more strategic. After all, it is your career that is at stake. Don’t be the last in the know!

Overall, in this age of globalization, “how do you keep from being Bangalored? Or Shanghaied?”10 (That is, have your job outsourced to India or China.) To do this, you must first understand what strategy is, which is discussed next.

reverse innovation

Low-cost innovation from emerging economies that has potential in developed economies.

C h a p t e r 1 S t r a t e g i z i n g A r o u n d t h e G l o b e 9

 

 

What Is Strategy? Origin Derived from the ancient Greek word strategos, the word “strategy” originally referred to the “art of the general” or “generalship.” Strategy has very strong military roots.11 The oldest book on strategy, The Art ofWar, dates back to around 500 BC. It was authored by Sun Tzu, a Chinese military strategist.12 Sun Tzu’s most famous teaching is “Know yourself, know your opponents; encounter a hundred battles, win a hundred victories.” The application of the principles of military strategy to business competition, known as strategic management (or strategy in short), is a more recent phenomenon developed since the 1960s.13

Plan versus Action Because business strategy is a relatively young field (despite the long roots of military strategy), what defines strategy has been a subject of intense debate.14 Three schools of thought have emerged (Table 1.1). The first “strategy as plan” school is the oldest. Drawing on the work of Carl von Clausewitz, a Prussian (German) military strategist of the 19th century,15 this school suggests that strategy is embodied in the same explicit rigorous formal planning as in the military.

TABLE 1.1 What Is Strategy?

Strategy as plan & “Concerned with drafting the plan of war and shaping the individual campaigns and, within these, deciding on the

individual engagements” (von Clausewitz, 1976)1

& “A set of concrete plans to help the organization accomplish its goal” (Oster, 1994)2

Strategy as action & “The art of distributing and applying military means to fulfill the ends of policy” (Liddel Hart, 1967)3

& “A pattern in a stream of actions or decisions” (Mintzberg, 1978)4

& “The creation of a unique and valuable position, involving a different set of activities … making trade-offs in competing … creating fit among a company’s activities” (Porter, 1996)5

Strategy as integration & “The determination of the basic long-term goals and objectives of an enterprise, and the adoption of courses of action and

the allocation of resources necessary for carrying out these goals” (Chandler, 1962)6

& “The major intended and emergent initiatives undertaken by general managers on behalf of owners, involving utilization of resources to enhance the performance of firms in their external environments” (Nag, Hambrick, and Chen, 2007)7

& “The analyses, decisions, and actions an organization undertakes in order to create and sustain competitive advantages” (Dess, Lumpkin, and Eisner, 2008)8

Sources: Based on (1) C. von Clausewitz, 1976, On War, vol. 1 (p. 177), London: Kegan Paul; (2) S. Oster, 1994, Modern Competitive Analysis, 2nd ed. (p. 4), New York: Oxford University Press; (3) B. Liddell Hart, 1967, Strategy, 2nd rev. ed. (p. 321), New York: Meridian; (4) H. Mintzberg, 1978, Patterns in strategy formulation (p. 934), Management Science, 24: 934–948; (5) M. Porter, 1996, What is strategy? (pp. 68, 70, 75), Harvard Business Review, 74: 61–78; (6) A. Chandler, 1962, Strategy and Structure (p. 13), Cambridge, MA: MIT Press; (7) R. Nag, D. Hambrick, & M. Chen, 2007, What is strategic management, really? Strategic Management Journal, 28: 935–955; (8) G. Dess, G. T. Lumpkin, & A. Eisner, 2008, Strategic Management, 4th ed. (p. 8), Chicago: McGraw-Hill Irwin.

strategic management

A way of managing the firm from a strategic, “big picture” perspective.

strategy

A firm’s theory about how to compete successfully.

strategy as plan

A perspective that suggests that strategy is most fun- damentally embodied in explicit, rigorous formal planning as in the military.

10 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

However, the planning school has been challenged by the likes of Liddell Hart, a British military strategist of the early 20th century, who argued that the key to strategy is a set of flexible goal-oriented actions.16 Hart favored an indirect approach, which seeks rapid flexible actions to avoid clashing with opponents head-on. Within the field of business strategy, this “strategy as action” school has been advocated by Henry Mintzberg, a Canadian scholar. Mintzberg posited that in addition to the intended strategy that the planning school emphasizes, there can be an emergent strategy that is not the result of “top down” planning but rather the outcome of a stream of smaller decisions from the “bottom up.”17 For example, Mark Zuckerberg, Facebook’s founder, shared with a journalist in an interview:

We build things quickly and ship them. We get feedback. We iterate, we iterate, we iterate. We have these great signs around: “Done is better than perfect.”18

Each of these two schools of thought has merits and drawbacks. Strategy in Action 1.1 compares and contrasts them by drawing on real strategies used by the German and French militaries in 1914. The Opening Case suggests that the very book you are reading now comes from a multinational publisher that embraces the “strategy as action” school.

Strategy as Theory Although the debate between the planning school and action school is difficult to resolve, many managers and scholars have realized that, in reality, the essence of strategy is likely to be a combination of both planned deliberate actions and unplanned emergent activities, thus leading to a “strategy as integration” school. First advocated by Alfred Chandler,19

an American business historian, this more balanced “strategy as integration” school of thought has been adopted in many textbooks and is the perspective we embrace here. Following Peter Drucker, an Austrian-American management guru, we extend the “strat- egy as integration” school by defining strategy as a firm’s theory about how to compete successfully. In other words, if we have to define strategy with one word, our choice is neither plan nor action—it is theory.

According to Drucker, “a valid theory that is clear, consistent, and focused is extra- ordinarily powerful.”20 Table 1.2 outlines the four advantages associated with our “strat- egy as theory” definition. First, it capitalizes on the insights of both planning and action schools. This is because a firm’s theory of how to compete will simply remain an idea until it has been translated into action. Thus, formulating a theory (advocated by the planning school as strategy formulation) is merely a first step; implementing it through a series of actions (noted by the action school as strategy implementation) is a necessary second part. Although the cartoon in Figure 1.2 humorously portrays these two activities as separate endeavors, in reality, good strategists do both. Graphically shown in Figure 1.3, a strategy entails a firm’s assessment at point A of its own strengths (S) and weaknesses (W), its desired performance levels at point B, and the opportunities (O) and threats (T) in the environment.21 Such a SWOT analysis resonates very well with Sun Tzu’s teaching on the importance of knowing “yourself” and “your opponents.” After such an assess- ment, the firm formulates its theory on how to best connect points A and B. In other words, the broad arrow becomes its intended strategy. However, given so many uncer- tainties, not all intended strategies may prove successful, and some may become unrea- lized strategies. On the other hand, other unintended actions may become emergent

strategy as action

A perspective that suggests that strategy is most fun- damentally reflected by firms’ pattern of actions.

intended strategy

A strategy that is deliber- ately planned for.

emergent strategy

A strategy based on the outcome of a stream of smaller decisions from the “bottom up.”

strategy as integration

A perspective that suggests that strategy is neither solely about plan nor action and that strategy integrates elements of both schools of thought.

strategy formulation

The crafting of a firm’s strategy.

strategy implementation

The actions undertaken to carry out a firm’s strategy.

SWOT analysis

A strategic analysis of a firm’s internal strengths (S) and weaknesses (W) and the opportunities (O) and threats (T) in the environment.

C h a p t e r 1 S t r a t e g i z i n g A r o u n d t h e G l o b e 11

 

 

strategies with a thrust toward point B. Overall, this definition of strategy enables us to retain the elegance of the planning school with its more orthodox logical approach, and to entertain the flexibility of the action school with its more dynamic experimental character.

TABLE 1.2 Four Advantages of the “Strategy as Theory” Definition

& Integrating both planning and action schools & Leveraging the concept of “theory,” which serves two purposes (explanation and prediction) & Requiring replications and experimentations & Understanding the difficulty of strategic change

STRATEGY IN ACTION 1.1

German and French Military Strategy, 1914

Although Germany and France are now the best of friends within the European Union (EU), they had fought for hundreds of years (the last war in which they butted heads was World War II). Prior to the commencement of hostilities that led to World War I in August 1914, both sides had planned for a major clash.

Known as the Schlieffen Plan, the German plan was meticulous. Focusing on the right wing, German forces would smash through Belgium. Every day’s schedule of march was fixed in advance: Brussels would be taken by the 19th day, the French frontier crossed on the 22nd, and Paris conquered and a decisive victory attained by the 39th. Heeding Carl von Clausewitz’s warning that military plans that left room for the unexpected could result in disaster, the Germans with infinite care had endeavored to plan for every contingency except one—flexibility.

Known as Plan 17, the French plan was a radical contrast to the German plan. Humiliated in the 1870 Franco–Prussian War, during which France lost two provinces (Alsace and Lorraine), the French were determined to regain their lost territories. However, the French had a smaller population and thus a smaller army. Since the French army could not match the German army man for man, the French military emphasized the individual initiatives, actions, and bravery (known as élan vital, the all-conquering will). A total of five sentences from Plan 17 was all that was shown to the generals who would

lead a million soldiers into battle. As a strategy exercise, we can speculate that Sentence 1 would be “Target Berlin,” Sentence 2 “Recover Alsace and Lorraine,” and the last sentence “Good luck!” Now, fill in the blanks for the two other sentences—it won’t be too hard.

Sources: Based on (1) B. Tuchman, 1962, The Guns of August, New York: Macmillan; (2) US Military Academy, 2008, Map: Northwest Europe 1914, Department of History, www.dean.usma.edu.

M ap

Re so ur ce s

12 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

Second, this new definition rests on a simple but powerful idea, the concept of “theory.” The word “theory” often frightens students and managers because it implies an image of “abstract” and “impractical.” But it shouldn’t.22 A theory is merely a statement describing relationships between a set of phenomena. At its core, a theory serves two powerful purposes: to explain the past and to predict the future.23 If a theory is too complicated, nobody can understand, test, or use it. For example, the theory of gravity explains why some Foxconn employees committing suicide were successful by jumping from a high-rise (see Emerging Markets 1.1). It also predicts that should you (hypothe- tically) harbor such a dangerous tendency, you will be equally successful by doing the same. Likewise, Wal-Mart’s theory, “everyday low prices,” captures the essence of all the activities performed by its two million employees in 8,500 stores in 15 countries. This theory explains why Wal-Mart has been successful in the past. After all, who doesn’t like “everyday low prices”? It also predicts that Wal-Mart will continue to do well by focusing on low prices.

Third, a theory proven successful in one context during one time period does not necessarily mean it will be successful elsewhere.24 As a result, a hallmark of theory building and development is replication—repeated testing of theory under a variety of conditions to establish its applicable boundaries. In natural sciences, this is known as continuous experimentation. For instance, after several decades of experiments in outer space, we now know that the theory of gravity is earth bound and that it does not apply in outer space. This seems to be the essence of business strategy.25 Firms successful in one

FIGURE 1.2 Strategy Formulation and Strategy Implementation

FPO

Source: Harvard Business Review, October 2011 (p. 40).

replication

Repeated testing of theory under a variety of condi- tions to establish its applicable boundaries.

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product or country market—that is, having proven the merit of their theory once— constantly seek to expand into newer markets and replicate their previous success. In new markets, firms sometimes succeed and other times fail. As a result, these firms are able to gradually establish the limits of their particular theory about how to compete successfully. For instance, Wal-Mart’s theory failed in both Germany and South Korea, and the retail giant had to pull out from those markets recently.

Finally, the “strategy as theory” perspective helps us understand why it is often difficult to change strategy.26 Imagine how hard it is to change an established theory. The reason that certain theories are widely accepted is because of their past success. However, past success does not guarantee future success. Although scientists are sup- posed to be objective, they are also human. Many scientists may be unwilling to concede the failure of their favorite theories even in the face of repeatedly failed tests. Think about how much resistance from the scientific establishment that Galileo, Copernicus, and Einstein had to face initially. The same holds true for strategists. Bosses were promoted to current positions because of their past success in developing and imple- menting “old” theories. National heritage, organizational politics, and personal career considerations may prevent many bosses from admitting the evident failure of an existing strategy. Yet, the history of scientific progress suggests that although difficult, it is possible to change established theories. If enough failures in testing are reported and enough researchers raise doubts about certain theories, their views, which may be marginalized initially, gradually drive out failed theories and introduce better ones. The painful process of strategic change in many firms such as Microsoft is similar (see the Closing Case). Usually a group of managers, backed by performance data, challenge the current strategy. They propose a new theory on how to compete more effectively, which initially is often marginalized by top management. But eventually, the momentum of the new theory may outweigh the resistance of the old strategy, thus leading to some strategic change. For example, Wal-Mart recently changed its strategy from “everyday low prices” to “save money, live better” in order to soften its undesirable image as a ruthless cost cutter.

FIGURE 1.3 The Essence of Strategy

Pe rf

or m

an ce

Time

Where are we?

Point A Unrealized

strategy

Point B

Emergent strategy

Intende d strate

gy

Where must we be?

14 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

Overall, strategy is not a rulebook, a blueprint, or a set of programmed instructions. Rather, it is a firm’s theory about how to compete successfully, a unifying theme that gives coherence to its various actions. Just as military strategies and generals have to be studied simultaneously, an understanding of business strategies around the globe would be incomplete without an appreciation of the role top managers play as strategists. Although mid-level and lower-level managers need to understand strategy, they typically lack the perspective and confidence to craft and execute a firm-level strategy. A top management team (TMT) led by the chief executive officer (CEO) must exercise leadership by making strategic choices. Since the directions and operations of a firm typically are a reflection of its top managers, their personal preferences based on their own culture, background, and experience may affect firm strategy.27 Therefore, although this book focuses on firm strategies, it is also about strategists who lead their firms. By definition, strategic work is different from non-strategic (tactical) work. Drawing on the wisdom of A. G. Lafley, chairman and CEO of Procter & Gamble (P&G) between 2000 and 2009, Table 1.3 outlines the nature of the highest level of strategic work that only the CEO can do.

Fundamental Questions in Strategy Although strategy around the globe is a vast area, we will focus our attention only on the most fundamental issues, which act to define a field and to orient the attention of students, practitioners, and scholars in a certain direction. Specifically, we will address the following four fundamental questions:28

• Why do firms differ?

• How do firms behave?

• What determines the scope of the firm?

• What determines the success and failure of firms around the globe?

Why Do Firms Differ? In every modern economy, firms, just like individuals, differ. This question thus seems obvious and hardly generates any debate. However, much of our knowledge about “the firm” is from research on firms in the United States and to a lesser extent the United Kingdom, both of which are embedded in what is known as Anglo-American capitalism.

TABLE 1.3 Strategic Work Only the CEO Can Do

& Identify the meaningful outside and link it with the internal organization & Define what business the firm is in (and not in) & Balance present and future & Shape values and standards

Source: Adapted from A. G. Lafley, 2009, What only the CEO can do, Harvard Business Review, May: 54–62. Lafley was chairman and CEO of P&G, 2000–2009.

top management team (TMT)

The team consisting of the highest level of executives of a firm led by the CEO.

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A smaller literature deals with other Western countries such as Germany, France, and Italy, collectively known as continental European capitalism. While some differences between Anglo-American and continental European firms have been reported (such as a shorter and a longer investment horizon, respectively),29 the contrast between these Western firms and their Japanese counterparts is more striking.30 For example, instead of using costly acquisitions typically found in the West, Japanese firms extensively employ a network form of supplier management, giving rise to the term keiretsu (interfirm net- work).31 The word keiretsu is now frequently used in English-language publications without the explanation given in the parentheses—an educated reader of BusinessWeek, Economist, or Wall Street Journal is presumed to already understand it.

More recently, as the strategy radar screen scans the business landscape in emerging economies, more puzzles emerge. For example, it is long established that economic growth can hardly occur in poorly regulated economies. Yet given China’s strong economic growth and its underdeveloped formal institutional structures (such as a lack of effective courts), how can China achieve rapid rates of economic growth? Among many answers to this intriguing puzzle, a partial answer suggests that interpersonal networks and relationships (guanxi), cultivated by managers, may serve as informal substitutes for formal institutional support. In other words, interpersonal relationships among managers are translated into an interfirm strategy of relying on networks and alliances to grow the firm, which, in the aggregate, contributes to the growth of the economy.32 As a result, the word guanxi has now become the most famous Chinese business word to appear in English-language media, again often without the explanation provided in parentheses. Similarly, the Korean word chaebol (large business group) and the Russian word blat (relationships) have also entered the English vocabulary. Behind each of these deceptively simple words lie some fundamental differences on how to compete around the world.33

How Do Firms Behave? This question focuses on what determines firms’ theories about how to compete. Figure 1.4 identifies three leading perspectives that collectively lead to a strategy tripod.34 The industry-based view suggests that the strategic task is mainly to examine the compe- titive forces affecting an industry, and to stake out a position that is less vulnerable relative to these five forces. While the industry-based view primarily focuses on the external opportunities and threats (the O and T in a SWOT analysis), the resource- based view largely concentrates on the internal strengths and weaknesses (S and W) of the firm. This view posits that it is firm-specific capabilities that differentiate successful firms from failing ones.

Recently, an institution-based view has emerged to account for differences in firm strategy.35 This view argues that in addition to industry-level and firm-level conditions, firms also need to take into account the influences of formal and informal rules of the game. A better understanding of the formal and informal rules of the game explains a great deal behind Microsoft’s strategic changes in China (see the Closing Case).

Collectively viewed as a strategy tripod, these three views form the backbone of the first part of this book, Foundations of Global Strategy (Chapters 2, 3, and 4). They shed considerable light on the question “How do firms behave?”36

strategy tripod

A framework that suggests that strategy as a discipline has three “legs” or key perspectives: industry- based, resource-based, and institution-based views.

16 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

What Determines the Scope of the Firm? This question first focuses on the growth of the firm. Most firms seem to have a lingering love affair with growth. The motivation to grow is fueled by the excitement associated with such growth. For publicly listed firms, without growth, the share price will not grow. However, there is a limit beyond which further growth may backfire. Then downsizing, downscoping, and withdrawals are often necessary. In other words, answers to the question, “What determines the scope of the firm?” pertain not only to the growth of the firm, but also to the contraction of the firm.

In developed economies, a conglomeration strategy featuring unrelated product diversification, which was in vogue in the 1960s and the 1970s, was found to destroy value and was largely discredited by the 1980s and the 1990s. Witness how many firms are still trying to divest and downsize in the West. However, this strategy seems to be alive and well in many emerging economies. Although puzzled Western media and consultants often suggest that conglomerates destroy value and should be dismantled in emerging economies, empirical evidence suggests otherwise. Recent research in emerging economies reports that some (but not all) units affiliated with conglomerates may enjoy higher profitability than independent firms, pointing out some discernible performance benefits associated with conglomeration.37 One reason behind such a contrast lies in the institutional differences between developed and emerging economies. Viewed through an institutional lens, conglomeration may make sense (at least to some extent) in emerging economies because this strategy and its relatively positive link with perfor- mance may be a function of the level of institutional (under)development in these countries.38

In addition to product scope, careful deliberation of the geographic scope is impor- tant.39 On the one hand, for companies aspiring to become global leaders, a strong position in each of the three Triad markets is often necessary. Expanding market position in key emerging economies, such as BRIC, may also be desirable. But on the other hand, it is not realistic that all companies can, or should, “go global.” Given the recent hype to “go global,” many companies may have entered too many countries too quickly and may be subsequently forced to withdraw.

FIGURE 1.4 The Strategy Tripod: Three Leading Perspectives on Strategy

Strategy Performance

Industry-based competition

Firm-specific resources and capabilities

Institutional conditions and transitions

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What Determines the Success and Failure of Firms Around

the Globe? This focus on performance, more than anything else, defines the field of strategic manage- ment and international business.40 We are not only interested in acquiring and leveraging competitive advantage, but also in sustaining such advantages over time and across regions. All three major perspectives that form the strategy tripod ultimately seek to answer this question.

The industry-based view posits that the degree of competitiveness in an industry largely determines firm performance. Shown in the Opening Case, the structure of the college textbook publishing industry, such as stable brands and high entry barriers, explains a great deal behind the dominance of the top three incumbents in business and economics college textbook publishing around the world.

The resource-based view suggests that firm-specific capabilities drive performance differences. Within the same industry, while some firms win, others struggle. Winning firms such as South-Western Cengage Learning tend to have valuable, unique, and hard- to-imitate capabilities, such as having a “Mr. Global” born in China to author Global Strategy, which will inherently have a more global flavor. Rival publishers have a hard time competing with Global Strategy, because a majority of other textbook authors were born in the United States and, despite their best efforts to globalize their work, will naturally exhibit a US-centric tendency.

The institution-based view argues that institutional forces also provide an answer to differences in firm performance. As illustrated by our Opening Case, firms must “think global” and “act local” simultaneously. Firms that do not do their “homework” by getting to know the various formal and informal rules of the game in overseas markets are unlikely to emerge as winners in the global marketplace.

Overall, although there are many debates among the different schools of thought, the true determinants of firm performance probably involve a combination of these three- pronged forces (see Figure 1.4).41 While these three views present relatively straightfor- ward answers, the reality of global competition often makes these answers more complex and murky. If you survey ten managers from ten countries on what performance exactly is, you may get ten different answers. Long-term or short-term performance?42 Financial returns or market shares? Profits maximized for shareholders or benefits maximized for stakeholders (individuals and organizations that are affected by a firm’s actions and thus have a stake in how a firm is managed)? Without consensus on the performance measures, it is difficult to find an easy, uncontroversial answer. Instead of focusing on a single financial or economic bottom line, some firms adopt a triple bottom line, which consists of economic, social, and environmental dimensions (see Chapter 12). Another solution is to adopt a balanced scorecard, which is a performance evaluation method from the customer, internal, innovation and learning, and financial perspectives. Outlined in Table 1.4, the balanced scorecard can be thought of as the dials in a flight cockpit. To fly an aircraft, pilots simultaneously need a lot of information, such as air speed, altitude, and bearing. To manage a firm, strategists have similar needs. But pilots and strategists also cannot afford information overload—too much information. The balanced scorecard summarizes and channels a large volume of information to a relatively small number of crucial dimensions.

stakeholder

Any group or individual who can affect or is affected by the achieve- ment of the organization’s objectives.

triple bottom line

A performance yardstick consisting of economic, social, and environmental performance.

balanced scorecard

A performance evaluation method from the customer, internal, innovation and learning, and financial per- spectives.

information overload

Too much information to process.

18 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

In summary, these four questions represent some of the most fundamental puzzles in strategy. While other questions can be raised, they all relate in one way or another to these four. Thus, answering these four questions will be the primary focus of this book and will be addressed in every chapter.

What Is Global Strategy? “Global strategy” has at least two meanings. First, as noted earlier, the traditional and narrowly defined notion of “global strategy” refers to a particular theory on how to compete and is centered on offering standardized products and services on a worldwide basis.43 This strategy obviously is only relevant for large Triad-based MNEs active in many countries. Smaller firms in developed economies and most firms in emerging economies operating in only one or a few countries may find little use for this definition.

Second, “global strategy” can also refer to “strategy with a comprehensive worldwide perspective.”44 It essentially means any strategy outside one’s home country. Americans seem especially fond of using the word “global” this way, which essentially becomes the same as “international.” For example, Wal-Mart’s first foray outside the United States in 1991 was widely hailed as evidence that Wal-Mart had “gone global.” In fact, Wal-Mart had only expanded into Mexico at that time. While this was an admirable first step for Wal-Mart, the action was similar to Singapore firms doing business in Malaysia or German companies investing in Austria. To many internationally active Asian and European firms, there is nothing significantly “global” about these activities in neighbor- ing countries. So why is there the hype about the word “global,” especially among Americans? Historically, the vast US domestic markets made it unnecessary for many firms to seek overseas markets. As a result, when many US companies do venture abroad, even in countries as close as Mexico, they are likely to be fascinated about their “discovery of global markets.” Since everyone seems to want a more exciting “global” strategy rather than a plain-vanilla “international” one, calling non-US (or non-domestic) markets “global” markets becomes a cliché.

So what do we mean by “global strategy” in this book? Neither of the preceding definitions will do. Here, global strategy is defined as strategy of firms around the globe—essentially various firms’ theories about how to compete successfully. Seeking to break out of the US-centric straightjacket, this book deals with both the strategy of MNEs (some of which may fit into the traditional narrow global strategy definition)

TABLE 1.4 Performance Goals and Measures from the Balanced Scorecard

& From a customer perspective: How do customers see us? & From an internal business perspectives: What must we excel at? & From an innovation and learning perspective: Can we continue to improve and create value? & From a financial perspective: How do we look to shareholders?

Source: Adapted from R. Kaplan & D. Norton, 2005, The balanced scorecard: Measures that drive performance, Harvard Business Review, July: 172–180.

global strategy

(1) Strategy of firms around the globe. (2) A particular form of international strategy, characterized by the production and distribution of standardized products and services on a worldwide basis.

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and the strategy of smaller firms (some of which may have an international presence, while others may be purely domestic). These firms compete in both developed and emerging economies. We do not exclusively concentrate on firms doing business abroad, which is the traditional domain of global-strategy books. To the extent that international business involves two sides—namely, domestic firms and foreign entrants—an exclusive focus on foreign entrants only covers one side and, thus, paints a partial picture. The strategy of domestic firms is equally important. As a result, a truly global global-strategy book needs to provide a balanced coverage. Like our publisher in the Opening Case, our motto is: Think global, act local.45 This is the challenge we will take on throughout this book.

What Is Globalization? Globalization, generally speaking, is the close integration of countries and peoples of the world. This abstract five-syllable word is now frequently heard and debated. Those who approve of globalization count its contributions to include greater economic growth and standards of living, increased technology sharing, and more extensive cultural integration. Critics argue that globalization causes the global recession, undermines wages in rich countries, exploits workers in poor countries, and gives MNEs too much power. This section (1) outlines three views on globalization, (2) recommends the pendulum view, and (3) introduces the idea of semiglobalization.

Three Views on Globalization Depending on what sources you read, globalization could be

• A new force sweeping through the world in recent times

• A long-run historical evolution since the dawn of human history

• A pendulum that swings from one extreme to another from time to time

An understanding of these views helps put the debate about globalization in perspec- tive. First, opponents suggest that it is a new phenomenon beginning in the late 20th century, driven by recent technological innovations and a Western ideology focused on exploiting and dominating the world through MNEs. The arguments against globalization focus on an ideal world free of environmental stress, social injustice, and sweatshop labor but present few clear alternatives to the present economic order. Advocates and anti- globalization protesters often argue that globalization needs to be slowed down, if not stopped.

A second view contends that globalization has always been part of human history. Historians debate whether globalization started 2,000 or 8,000 years ago. MNEs existed for more than two millennia, with their earliest traces discovered in Phoenician, Assyrian, and Roman times.46 International competition from low-cost countries is nothing new. In the first century AD, the Roman emperor Tiberius was so concerned about the massive quantity of low-cost Chinese silk imports that he imposed the world’s first known import quota of textiles.47 In a nutshell, globalization is nothing new and will always exist.

globalization

The close integration of countries and peoples of the world.

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A third view suggests that globalization is the “closer integration of the countries and peoples of the world which has been brought about by the enormous reduction of the costs of transportation and communication and the breaking down of artificial barriers to the flows of goods, services, capital, knowledge, and (to a lesser extent) people across borders.”48 Globalization is neither recent nor one-directional. It is, more accurately, a process similar to the swing of a pendulum.

The Pendulum View on Globalization The pendulum view probably makes the most sense because it can help us understand the ups and downs of globalization. The current era of globalization originated in the aftermath of World War II, when major Western countries committed to global trade and investment. However, between the 1950s and the 1970s, this view was not widely shared. Communist countries, such as the former Soviet Union and China, sought to develop self-sufficiency. Many non-communist developing countries such as Brazil, India, and Mexico focused on protecting domestic industries. But refusing to partici- pate in global trade and investment ended up breeding uncompetitive industries. In contrast, four developing economies in Asia—namely, Hong Kong, Singapore, South Korea, and Taiwan—earned their stripes as the “Four Tigers” by participating in the global economy. They became the only economies once recognized as less developed (low-income) by the World Bank to have subsequently achieved developed (high- income) status.

Inspired by the Four Tigers, more countries and regions—such as China in the late 1970s, Latin America in the mid 1980s, Central and Eastern Europe in the late 1980s, and India in the 1990s—realized that joining the global economy was a must. As these countries started to emerge as new players in the global economy, they became known as “emerging economies.” As a result, globalization rapidly accelerated in the 1990s.

The pendulum view suggests, however, that globalization is unable to keep going in one direction. Rapid globalization in the 1990s saw some significant backlash. First, the rapid growth of globalization led to the historically inaccurate view that globalization is new. Second, it created fear among many people in developed economies that they would lose jobs. Emerging economies not only seem to attract many low-end manufacturing jobs away from developed economies, but also increasingly appear to threaten some high-end jobs. Finally, some factions in emerging economies complained against the onslaught of MNEs, alleging that MNEs not only destroy local companies, but also local cultures, values, and the environment.

While small-scale acts of vandalizing McDonald’s restaurants are reported in several countries, the December 1999 anti-globalization protests in Seattle and the September 2001 terrorist attacks in New York and Washington are undoubtedly the most visible and most extreme acts of anti-globalization forces at work. As a result, international travel was curtailed, and global trade and investment flows slowed in the early 2000s. Then in the mid-2000s, worldwide GDP, cross-border trade, and per capita GDP all soared to historically high levels. But starting in 2008, the world was engulfed in a global economic crisis now known as the Great Recession. This recession has been characterized by a painful financial meltdown and numerous government bailouts. Rightly or wrongly, many people have blamed globalization for the recent crisis.

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After unprecedented intervention throughout developed economies whose govern- ments ended up being the largest shareholders of many banks, there is growing confidence that the global economy has now turned the corner and that the global recession is now ending. However, economic recovery is likely to be slow in developed economies, whereas emerging economies have rebounded faster.49

The recession reminds all firms and managers of the importance of risk management— the identification and assessment of risks and the preparation to minimize the impact of high-risk, unfortunate events.50 As a technique to prepare and plan for multiple scenarios, scenario planning is now used by many firms around the world.51 As far as the direction of globalization is concerned, the recovery may see more protectionist measures because various governments’ stimulus packages and job creation schemes emphasize policies to “hire locals” and “buy national” (such as the “buy American” policy in the United States and the promotion of “indigenous innovation” in China). In short, the pendulum is swinging back.

Like the proverbial elephant, globalization is seen by everyone and rarely compre- hended. The suddenness and ferocity of the recent economic crisis surprised everybody, ranging from central bankers to academic experts. Remember, all of us felt sorry when we read the story of a bunch of blind men trying to figure out the shape and form of the elephant. We really shouldn’t. Although we are not blind, our task is more challenging than the blind men with a standing animal. Our beast—globalization—does not stand still and is often moving, back and forth (!). Yet, we try to live with it, avoid being crushed by it, and even profit from it. Overall, relative to the other two views, the view of globaliza- tion as a pendulum is more balanced and more realistic. In other words, globalization has both rosy and dark sides, and it changes over time.

Semiglobalization Despite the hype, globalization is not complete. Do we really live in a globalized world? Is doing business abroad just as easy as at home? Obviously not. Most measures of market integration, such as trade and FDI, have recently scaled new heights but still fall far short of becoming a single, globally integrated market. In other words, what we have may be labeled semiglobalization, which is more complex than extremes of total isolation and total globalization. Semiglobalization suggests that barriers to market integration at borders are high, but not high enough to completely insulate countries from each other.52

Semiglobalization calls for more than one way of strategizing business around the globe. Total isolation on a nation-state basis would suggest localization—a strategy of treating each country as a unique market. So an MNE marketing products to 100 countries will need to come up with 100 versions of local cars or drinks. This approach is clearly too costly. Total globalization, on the other hand, would lead to standardization, or a strategy of treating the entire world as one market. The MNE in our previous example can just market one version of “world car” or “world drink.” The world obviously is not that simple. Between total isolation and total globalization, semiglobalization has no single right strategy, resulting in a wide variety of strategic experimentations and changes (see the Closing Case). Overall, (semi)globalization is neither to be opposed as a menace nor to be celebrated as a panacea; it is to be engaged.

risk management

The identification and assessment of risks and the preparation to minimize the impact of high-risk, unfortunate events.

scenario planning

A technique to prepare and plan for multiple scenarios (either high or low risk).

semiglobalization

A perspective that suggests that barriers to market integration at borders are high but not high enough to completely insulate countries from each other.

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Global Strategy and the Globalization Debate Anti-globalization protests in Seattle (1999). 9/11 terrorist attacks (2001) and the resultant War on Terror (still ongoing). Enron (2001). Global financial crisis (2008) and the Great Recession afterwards. The euro crisis (since 2010). Earthquake in Japan (2011). Occupy Wall Street (2011). These and many other challenges confronting strategists around the globe in the 21st century are enormous. This book is designed to help you make informed strategic choices in this complex and rapidly moving world.

A fundamental reason that many executives, policymakers, and scholars were caught off guard by the anti-globalization protests, the terrorist attacks, and the Occupy Wall Street movement is that they have failed to heed Sun Tzu’s most famous maxim: “Know yourself, know your opponents.” To know yourself calls for a thorough understanding of not only your strengths, but also your limitations. Many individuals fail to understand their limitations or simply choose to ignore them. Although relative to the general public, executives, policymakers, and scholars tend to be better educated and more cosmopolitan, they are likely to be biased—just like everybody else. Most of them, in both developed and emerging economies in the last two decades, are biased toward acknowledging the benefits of globalization.

Although it has long been known that globalization carries both benefits and costs, many executives, policymakers, and scholars have failed to take into sufficient account the social, political, and environmental costs associated with globalization. However, that these elites share certain perspectives on globalization does not mean that most other members of society share the same views. Unfortunately, many elites mistakenly assume that the rest of the world either is, or should be, more like “us.” To the extent that powerful economic and political institutions are largely controlled by these elites, it is not surprising that some powerless and voiceless anti-globalization groups end up resorting to unconventional tactics, such as mass protests, to make their point.

Many of the opponents of globalization are nongovernmental organizations (NGOs) such as environmentalists, human rights activists, and consumer groups. Ignoring them will be a grave failure in due diligence when doing business around the globe. Instead of viewing NGOs as opponents, many firms view them as partners. NGOs do raise a valid point when they insist that firms, especially MNEs, should have a broader concern for the various stakeholders affected by the MNEs’ actions around the world.53

It is certainly interesting and perhaps alarming to note that as would-be business leaders who will shape the global economy in the future, current business school students already exhibit values and beliefs in favor of globalization similar to those held by executives, policymakers, and scholars and different from those held by the general public. Shown in Table 1.5, US business students have significantly more positive (almost one-sided) views toward globalization than the general public. While these data are based on US business students, my teaching and lectures around the world suggest that most business students around the world—regardless of their nationality—seem to share such positive views. This is not surprising. Both self-selection to study business and socialization within the curriculum, in which free trade is widely regarded as positive, may lead to certain attitudes in favor of globalization. Consequently, business students tend to focus more on the economic gains of globalization and be less concerned with its darker sides.

nongovernmental organization (NGO)

Organization advocating causes such as the environment, human rights, and consumer rights that are not affiliated with government.

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Current and would-be business leaders need to be aware of their own biases embodied in such one-sided views toward globalization. Since business schools aspire to train future business leaders by indoctrinating students with the dominant values managers hold, these results suggest that business schools may have largely succeeded in this mission. However, to the extent that current managers (and professors) have strategic blind spots, these findings are potentially alarming. They reveal that students already share these blind spots. Despite possible self-selection in choosing to major in business, there is no denying that student values are shaped, at least in part, by the educational experience provided by business schools. Knowing such limitations, professors and students need to work espe- cially hard to break out of this mental straitjacket.

In order to combat the widespread tendency to have one-sided, rosy views, a significant portion of this book is devoted to the numerous debates that surround globalization.54 Debates are systematically introduced in every chapter to provoke more critical thinking and discus- sion. Virtually all textbooks uncritically present knowledge “as is.” The reality is that our field has no shortage of debates.55 It is imperative that you be exposed to cutting-edge debates and encouraged to form your own views.56 In addition, ethics is emphasized throughout the book. A featured Ethical Dilemma can be found in every chapter. Two whole chapters are devoted to ethics, norms, and cultures (Chapter 3) and corporate social responsibility (Chapter 14).

Organization of the Book This book has three parts. The first part concerns foundations. Following this chapter, Chapters 2, 3, and 4 introduce the strategy tripod, consisting of the three leading perspectives on strategy: industry-based, resource-based, and institution-based views. Students will be systematically trained to use this tripod to analyze a variety of strategy problems. The second part covers business-level strategies. In contrast to most global- strategy books that focus on large MNEs, we start with the internationalization of small entrepreneurial firms (Chapter 5), followed by ways to enter foreign markets (Chapter 6),

TABLE 1.5 Views on Globalization: American General Public versus Business Students

PERCENTAGE ANSWERING “GOOD” FOR THE QUESTION: OVERALL, DO YOU THINK GLOBALIZATION IS GOOD OR BAD FOR

GENERAL PUBLIC1

(N = 1,024)

BUSINESS STUDENTS (AVERAGE AGE 22)2

(N = 494)

US consumers like you 68% 96%

US companies 63% 77%

The US economy 64% 88%

Strengthening poor countries’ economies 75% 82%

Sources: Based on (1) A. Bernstein, 2000, Backlash against globalization, BusinessWeek, April 24: 43; (2) M. W. Peng & H. Shin, 2008, How do future business leaders view globalization? Thunderbird International Business Review (p. 179), 50 (3): 175–182. All differences are statistically significant.

24 PART 1 FOUNDATIONS OF GLOBAL STRATEGY

 

 

to leverage alliances and networks (Chapter 7), and to manage global competitive dynamics (Chapter 8). Finally, the third part deals with corporate-level strategies. Chapter 9 on diversifying, acquiring, and restructuring starts this part, followed by strategies to structure, learn, and innovate (Chapter 10), to govern the corporation around the world (Chapter 11), and to profit from corporate social responsibility (Chapter 12).

A unique organizing principle is a consistent focus on the strategy tripod and on the four fundamental questions regarding strategy in all chapters. Following this chapter, every chapter has a substantial “Debates and Extensions” section, which is followed by “The Savvy Strategist” section culminating a one-slide “Strategic Implications for Action” to drive home the important take-aways.

CHAPTER SUMMARY

1. Offer a basic critique of the traditional, narrowly defined “global strategy” • The traditional and narrowly defined notion of “global strategy” is characterized by the production and distribution of standardized products and services on a worldwide basis—in short, a “one size fits all” approach. This strategy has often backfired in practice.

• As a global global-strategy book, this book provides a more balanced coverage, not only in terms of the traditional “global strategy” and “non-global strategy,” but also in terms of both MNEs’ and local firms’ perspectives. Moreover, this book has devoted extensive space to emerging economies.

2. Articulate the rationale behind studying global strategy • To better compete in the corporate world that will appreciate expertise in global strategy.

3. Define what is strategy and what is global strategy • There is a debate between two schools of thought: “strategy as plan” and “strategy as action.” This book, together with other leading textbooks, instead follows the “strategy as integration” school.

• In this book, strategy is defined as a firm’s theory about how to compete successfully, while global strategy is defined as strategy of firms around the globe.

4. Outline the four fundamental questions in strategy • The four fundamental questions are: (1) Why do firms differ? (2) How do firms behave? (3) What determines the scope of the firm? (4) What determines the success and failure of firms around the globe?

• The three leading perspectives guiding our exploration are industry-based, resource- based, and institution-based views, which collectively form a strategy tripod.

5. Participate in the debate on globalization with a reasonably balanced view and a keen awareness of your likely bias • Some view globalization as a recent phenomenon, while others believe that it has been evolving since the dawn of human history.

• We suggest that globalization is best viewed as a process similar to the swing of a pendulum. • Strategists need to know themselves (including their own biases) and know their opponents.

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KEY TERMS

Balanced scorecard p. 18

Base of the pyramid (BOP) p. 7

BRIC p. 7

BRICS p. 7

Emergent strategy p. 11

Emerging economies (emerging markets) p. 5

Foreign direct investment (FDI) p. 5

Global strategy p. 19

Globalization p. 20

Information overload p. 18

Intended strategy p. 11

Multinational enterprise (MNE) p. 5

Nongovernmental organization (NGO) p. 23

Replication p. 13

Reverse innovation p. 9

Risk management p. 22

Scenario planning p. 22

Semiglobalization p. 22

Stakeholder p. 18

Strategic management p. 10

Strategy p. 10

Strategy as action p. 11

Strategy as integration p. 11

Strategy as plan p. 10

Strategy formulation p. 11

Strategy implementation p. 11

Strategy tripod p. 16

SWOT analysis p. 11

Top management team (TMT) p. 15

Triad p. 5

Triple bottom line p. 18

CRITICAL DISCUSSION QUESTIONS

1. A skeptical classmate says: “Global strategy is relevant for top executives such as CEOs in large companies. I am just a lowly student who will struggle to gain an entry-level job, probably in a small company. Why should I care about it?” How do you convince her that she should care about global strategy?

2. ON ETHICS: Some argue that globalization benefits citizens of rich countries. Others argue that globalization benefits citizens of poor countries. What are the ethical dilemmas here? What do you think?

3. ON ETHICS: Critics argue that MNEs, through FDI, allegedly both exploit the poor in poor countries and take jobs away from rich countries. If you were the CEO of an MNE from a developed economy or from an emerging economy, how would you defend your firm?

TOPICS FOR EXPANDED PROJECTS

1. The 2008 global financial crisis and the Great Recession since then have been devastating. However, not all industries and not all firms have suffered. Some may have profited from these events. Write a short paper describing how some industries and firms may have profited from the crisis and the recession.

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2. As the CEO of an MNE from an emerging economy, use the strategy tripod to analyze what the leading challenges for your firm’s internationalization will be. Present your analysis in the form of a short paper or visual presentation.

3. ON ETHICS: What are some of the darker sides (in other words, costs) associated with globalization? How can strategists make sure that the benefits of their various actions outweigh their drawbacks (such as job losses in developed economies and environmental damage in emerging economies)? Working individually or in teams, write a short paper describing at least three examples.

E T H I C A L D I L E M M ACLOSING CASE

Emerging Markets: Microsoft’s Evolving China Strategy

Microsoft’s first decade in China was disastrous. It estab- lished a representative office in 1992 and then set up a wholly owned subsidiary, Microsoft (China), in 1995. The firm quickly realized that it didn’t have a market share problem—everybody was using Windows. The problem was how to translate that market share into revenue, since everybody seemingly used pirated versions. Microsoft’s solution? Sue violators in Chinese courts. But Microsoft lost such lawsuits regularly. Alarmed, the Chinese govern- ment openly promoted the free open-source Linux operat- ing systems. For security reasons, the Chinese government was afraid that Microsoft’s software might contain spy- ware for the US government. Internally, Microsoft’s execu- tives often disagreed with this confrontational strategy. Its country managers came and went—five in a five-year period. Two of them later wrote books criticizing this strategy. These books revealed that Microsoft’s antipiracy policy was excessively heavy-handed. Their authors’ efforts to educate their bosses in headquarters in Redmond, Washington (a Seattle suburb), were deeply frustrated.

Fast forward to 2007. President Hu Jintao visited Micro- soft and paid Bill Gates a visit at his house as a dinner guest. “You are a friend to the Chinese people, and I am a friend of Microsoft,” Hu told Gates. “Every morning I go to my office and use your software.” Starting in the mid-2000s, the Chinese government required all government agencies to use legal software and all PC manufacturers to load legal software before selling to consumers. Prior to these

requirements, Lenovo, the leading domestic PC maker, had only shipped about 10% of its PCs that way. Many foreign (and some US) PC makers in China sold numerous machines “naked,” implicitly inviting their customers to use cheap illegal software. From a disastrous start, Microsoft today is in a sweet spot in China. So, what happened?

In a nutshell, Microsoft radically changed its China strategy in its second decade in the country. In China, it became the “un-Microsoft”: pricing at rock bottom instead of insisting on one very high “global price,” aban- doning the confrontational, litigious approach in defense of its intellectual property rights (IPR), and closely

M ap

Re so ur ce s

C h a p t e r 1 S t r a t e g i z i n g A r o u n d t h e G l o b e 27

 

 

partnering with the government as opposed to fighting it (as it was doing back home when it was sued by the US government).

To be sure, the strategic changes were gradual. In 1998, Gates sent Craig Mundie, who headed the firm’s public policy group, to Beijing. Mundie urged for strategic changes. He brought 25 of Microsoft’s 100 vice presidents for a week-long “China Immersion Tour.” Also in 1998, in part as a gesture of goodwill, Microsoft set up a research center in Beijing, which emerged to become the premier employer for top-notch software talent in China.

Within Microsoft, debates raged. Given the size of the country, changing the China strategy would inevitably lead to changing the global strategy, which was centered on a globally “one-size-fits-all” set of pricing (such as $560 for the Windows and Office toolset as in the United States). The heart of the question was: “Does Microsoft need China?” As late as in 2004, its CFO John Connors argued “No” publicly. Connors was not alone. On the face of it, nobody needed China less than Microsoft, which became a dynamo without significant China sales. However, in the long run, China’s support of Linux could pose dangers to Microsoft. This was because a public infrastructure for a software industry built around Linux could generate an alternative ecosystem with more low-cost rivals that break free from dependence on Windows. By the early 2000s, concerned about this competitive threat, Gates increasingly realized that if the Chinese consumer were going to use pirated software, he would rather prefer it to be Microsoft’s.

In 2003, Tim Chen, a superstar China manager at Motorola, was hired as Corporate Vice President and CEO of Greater China Region for Microsoft. Led by Chen, Microsoft quit suing people and tolerated piracy. Instead, it worked with the National Development Reform Com- mission to build a software industry, with the Ministry of Information Industry to jointly fund labs, and with the Ministry of Education to finance computer classrooms in rural areas. Overall, it elevated its R&D presence, trained thousands of professionals, and invested close to $100 million in local firms. In response to Chinese government concerns about the alleged US government spyware embedded in Microsoft’s software, in 2003 the firm offered China (and 59 other countries) the fundamental source code for Windows and the right to substitute cer- tain portions with local adaptation—something Microsoft had never done before. Only after such sustained and

multidimensional efforts did the Chinese government bless Microsoft’s business by requiring that only legal software be used by government offices and be loaded by PC makers. Although Microsoft never disclosed how deep the discount it offered to the Chinese government, a legal package of Windows and Office could be bought for $3 (!). In Chen’s own words:

With all this work, we start changing the perception that Microsoft is the company coming just to do antipiracy and sue people. We changed the company’s image. We’re the company that has the long-term vision. If a foreign company’s strategy matches with the government’s development agenda, the government will support you, even if they don’t like you.

Microsoft now has its own five-year plan to match the Chinese government’s. But not all is rosy when working closely with the Chinese government. Problems have erupted on two fronts. First, Microsoft continues to be frustrated by the lack of sufficient progress on IPR. While not disclosing country-specific sales numbers, CEO Steve Balmer complained in an interview in 2010 that thanks to IPR problems, “China is a less interesting market to us than India … than Indonesia.” Second, Microsoft has been cri- ticized by free speech and human rights activists for its “cozy” relationship with the Chinese government. While largely unscrutinized by the media, the Chinese version of Microsoft MSN has long filtered certain words such as “democracy” and “freedom.” In 2010 Google butted heads with the Chinese government and openly called for Microsoft (and other high-tech firms) to join its efforts. Microsoft refused. Instead, Microsoft took advantage of Google’s trouble. It set up an alliance with Google’s num- ber one rival in China, Baidu, to provide English-language search results for Baidu from its Bing search engine. Such search results, of course, would be subject to political censorship. In 2011, anyone in China searching “jasmine,” in either Chinese (on Baidu) or English (on Baidu and routed through Bing), would find this term to be unsearchable—thanks to the Jasmine Revolution (otherwise known as the Arab Spring).

Sources: Based on (1) CFO, 2004, Does Microsoft need China? August 10, www.cfo.com; (2) Fortune, 2007, How Microsoft conquered China, July 23: 84–90; (3) Guardian, 2010, We’re staying in China, March 25, www.guardian.co.uk;

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NOTES

(4) Guardian, 2011, Microsoft strikes deal with China’s biggest search engine Baidu, July 4, www.guardian.co.uk; (5) Microsoft, 2006, Microsoft in China, www.microsoft.com; (6) South China Morning Post, 2010, Beijing flexes its economic muscle, July 27: B8.

C A S E D I S C U S S I O N Q U E S T I O N S

1. From an industry-based view, why does Microsoft feel threatened by Linux in China and globally?

2. From a resource-based view, what valuable and unique resources and capabilities does Microsoft have in the eyes of the Chinese users and the government?

3. From an institution-based view, what are the major lessons from Microsoft’s strategic changes?

4. From a “strategy as theory” perspective, why is it hard to change strategy? How are strategic changes made?

5. ON ETHICS: As a Microsoft spokesperson, how do you respond to free speech and human rights critics?

[Journal acronyms] AMJ – Academy of Management Journal; AMP – Academy of Management Perspectives; AMR – Academy of Management Review; APJM – Asia Pacific Journal of Management; BW – BusinessWeek (before 2010) or Bloomberg Businessweek (since 2010); ETP – Entrepreneurship Theory and Practice; GSJ – Global Strategy Journal; HBR – Harvard Business Review; IJMR – International Journal of Management Reviews; JEL – Journal of Economic Literature; JEP – Journal of Economic Perspec- tives; JF – Journal of Finance; JIBS – Journal of International Business Studies; JIM – Journal of International Manage- ment; JM – Journal of Management; JMS – Journal of Management Studies; JWB – Journal of World Business; MBR –Multinational Business Review;MIR –Management International Review; OSt – Organization Studies; SMJ – Strategic Management Journal

1. V. Govindarajan & A. Gupta, 2001, The Quest for Global Dominance, San Francisco: Jossey-Bass; S. Tall- man, 2009, Global Strategy, West Sussex, UK: Wiley; G. Yip, 2003, Total Global Strategy II, Upper Saddle River, NJ: Pearson Prentice Hall.

2. J. Dunning, 1993, Multinational Enterprises and the Global Economy (p. 30), Reading, MA: Addison- Wesley. Other terms are multinational corporation (MNC) and transnational corporation (TNC), which are often used interchangeably with MNE. To avoid confusion, we will use MNE throughout this book.

3. K. Macharzina, 2001, The end of pure global strategies? (p. 106), MIR, 41: 105–108.

4. P. Ghemawat, 2007, Redefining Global Strategy, Boston: Harvard Business School Press.

5. M. W. Peng, 2013, GLOBAL 2 (p. 6), Cincinnati: South-Western Cengage Learning.

6. J. Mathews, 2006, Dragon multinationals as new fea- tures of globalization in the 21st century, APJM, 23: 5–27; M. W. Peng, 2012, The global strategy of emer- ging multinationals from China, GSJ, 2: 97–107; S. Sun, M. W. Peng, R. Ben, & D. Yan, 2012, A comparative ownership advantage framework for cross-border M&As, JWB, 47: 4–16.

7. “Transnational” and “metanational” have been pro- posed to extend the traditional notion of “global strat- egy.” See C. Bartlett & S. Ghoshal, 1989, Managing Across Borders, Boston: Harvard Business School Press; Y. Doz, J. Santos, & P. Williamson, 2001, From Global to Metanational, Boston: Harvard Business School Press. A more radical idea is to abandon “global strategy.” See A. Rugman, 2005, The Regional Mul- tinationals, Cambridge, UK: Cambridge University Press.

8. R. Barker, 2010, No, management is not a profession (p. 58), HBR, July: 52–60.

9. Expatriate managers often command significant pre- mium in compensation. In US firms, their average total compensation package is $250,000–300,000. See M. W. Peng, 2011, Global Business, 2nd ed., Cincin- nati: South-Western Cengage Learning.

10. BW, 2007, The changing talent game (p. 68), August 20: 68–71.

11. A. Carmeli & G. Markman, 2011, Capture, govern- ance, and resilience: Strategy implications from the history of Rome, SMJ, 32: 322–341.

12. Sun Tzu, 1963, The Art of War, translation by S. Griffith, Oxford: Oxford University Press.

13. I. Ansoff, 1965, Corporate Strategy, New York: McGraw-Hill; D. Schendel & C. Hofer, 1979, Strategic Management, Boston: Little, Brown. D. Hambrick &

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M. Chen, 2008, New academic fields as admittance- seeking social movements, AMR, 33: 32–54.

14. D. Collis & M. Rukstad, 2008, Can you say what your strategy is? HBR, April: 82–90; M. de Rond & R. Thietart, 2007, Choice, chance, and inevitability in strategy, SMJ, 28: 535–551.

15. K. Von Clausewitz, 1976,OnWar, London: Kegan Paul. 16. B. Liddell Hart, 1967, Strategy, New York: Meridian. 17. H. Mintzberg, 1994, The Rise and Fall of Strategic

Planning, New York: Free Press. See also J. Bower & C. Gilbert, 2007, How managers’ everyday decisions create or destroy your company’s strategy, HBR, February: 72–79.

18. BW, 2011, Charlie Rose talks to Mark Zuckerberg, November 14: 50.

19. A. Chandler, 1962, Strategy and Structure, Cambridge, MA: MIT Press.

20. P. Drucker, 1994, The theory of the business (p. 96), HBR, September–October: 95–105.

21. S. Julian & J. Ofori-Dankwa, 2008, Toward an inte- grative cartography of two strategic issue diagnosis frameworks, SMJ, 29: 93–114.

22. C. Christensen & M. Raynor, 2003, Why hard-nosed executives should care about management theory, HBR, September: 67–74.

23. R. Wiltbank, N. Dew, S. Read, & S. Sarasvathy, 2006, What to do next? SMJ, 27: 981–998.

24. J. Camillus, 2008, Strategy as a wicked problem, HBR, May: 99–106.

25. E. Anderson & D. Simester, 2011, A step-by-step guide to smart business experiments, HBR, March: 98–105; J. Donahoe, 2011, How eBay developed a culture of experimentation, HBR, March: 93–97; G. Gavetti & J. Rivkin, 2005, How strategists really think, HBR, April: 54–63; C. Zook & J. Allen, 2011, The great repeatable business model, HBR, November: 107–114.

26. A. Pettigrew, R. Woodman, & K. Cameron, 2001, Studying organizational change and development, AMJ, 44: 697–713; T. Reay, K. Golden-Biddle, & K. Germann, 2006, Legitimizing a new role, AMJ, 49: 977–998.

27. D. Hambrick & P. Mason, 1984, Upper echelons, AMR, 9: 193–206; M. Porter, J. Lorsch, & N. Nohria, 2004, Seven surprises for new CEOs, HBR, October: 62–72.

28. R. Rumelt, D. Schendel, & D. Teece (eds.), 1994, Fundamental Issues in Strategy (p. 564), Boston: Harvard Business School Press.

29. C. Carr, 2005, Are German, Japanese, and Anglo- Saxon strategic decision styles still divergent in the context of globalization? JMS, 42: 1155–1188.

30. M. Carney, E. Gedajlovic, & X. Yang, 2009, Varieties of Asian capitalism, APJM, 26: 361–380.

31. M. W. Peng, S. Lee, & J. Tan, 2001, The keiretsu in Asia, JIM, 7: 253–276.

32. M. W. Peng & Y. Luo, 2000, Managerial ties and firm performance in a transition economy, AMJ, 43: 486– 501; H. Yang, S. Sun, Z. Lin, & M. W. Peng, 2011, Behind M&As in China and the United States, APJM, 28: 239–255.

33. N. Bloom, C. Genakos, R. Sadun, & J. Van Reenen, 2012, Management practices across firms and coun- tries, AMP, February, 12–33; N. Bloom & J. Van Reenen, 2010, Why do management practices differ across firms and countries? JEP, 24: 203–224; C. Crossland & D. Hambrick, 2011, Differences in managerial discretion across countries, SMJ, 32: 797– 819; G. Jackson & R. Deeg, 2008, Comparing capital- isms, JIBS, 39: 540–561; C. Luk, O. Yau, L. Sin, A. Tse, R. Chow, & J. Lee, 2008, The effects of social capital and organizational innovativeness in different institu- tional contexts, JIBS, 39: 589–612; R. Whitley, 2006, Understanding differences, OSt, 27: 1153–1177.

34. M. W. Peng, S. Sun, B. Pinkham, & H. Chen, 2009, The institution-based view as the third leg for a strat- egy tripod, AMP, 23: 63–81.

35. M. W. Peng, D. Wang, & Y. Jiang, 2008, An institu- tion-based view of international business strategy, JIBS, 39: 920–936.

36. K. Meyer, S. Estrin, S. Bhaumik, & M. W. Peng, 2009, Institutions, resources, and entry strategies in emerging economies, SMJ. 30: 61–80.

37. M. Carney, E. Gedajlovic, P. Heugens, M. Van Essen, & J. Van Oosterhout, 2011, Business group affiliation, performance, context, and strategy, AMJ, 54: 437–460; T. Khanna & Y. Yafeh, 2007, Business groups in emerging markets, JEL, 45: 331–372; K. B. Lee, M. W. Peng, & K. Lee, 2008, From diversification premium to diversification discount during institu- tional transitions, JWB, 43: 47–65; D. Yiu, Y. Lu, G. Bruton, & R. Hoskisson, 2007, Business groups, JMS, 44: 1551–1579.

38. M. W. Peng, S. Lee, & D. Wang, 2005, What deter- mines the scope of the firm over time? AMR, 30: 622–633.

39. G. Qian, T. Khoury, M. W. Peng, & Z. Qian, 2010, The performance implications of intra- and inter-regional

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geographic diversification, SMJ, 31: 1018–1030; M. Wiersema & H. Bowen, 2011, The relationship between international diversification and firm performance, GSJ, 1: 152–170; S. Zaheer & L. Nachum, 2011, Sense of place, GSJ, 1: 96–108.

40. M. W. Peng, 2004, Identifying the big question in international business research, JIBS, 25: 99–108

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