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Dirección de Personas en las Organizaciones

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    • Caso / Dirección de Personas en las Organizaciones

    • Management by Missions at SONY España: History of a Cultural Change

    • Cardona Soriano, Pablo; Rey C.

    • IESE (España)

Sigla: DPO-111-E
Resumen:
This case study describes the process of implementing a mission-based management (MBM) system as a tool for cultural change and its impact on leadership in the company. In order to charge objectives and daily management with the corporate mission, many companies have done exercises to define and communicate their mission and values. However, despite the effort by management and the resources used, very few companies have been able to create and sustain a sense of the mission that really motivates its people on a day-to-day level. As we move away from top management toward the lower echelons of the organization, we see that the staff's identification with the mission and values becomes more tenuous. As stated by the manager of a multinational factory in Germany, the corporate mission and values are perceived "as an overly theoretical exercise that has very little to do with daily problems." The cause stems from a basic dichotomy: the corporate mission and values on the one hand, and the organization's objectives and day-to-day operations on the other. It is here that outcome-based management (OBM) reveals itself as a management system with a short-term vision of the organization that overlooks the qualitative aspects of the corporate mission. These and other problems derived from OBM, such as excessive internal competition, dishonest practices and the loss of employee collaboration and commitment, are what make it necessary to design a new management system based on refocusing and enriching the organization's objectives and day-to-day management. We have therefore developed mission-based management (MBM) as a model which ensures that objectives and decision-making are based on the company's most important values.

Palabras clave:  Leadership; Corporate Culture; Organizational Change
Áreas:  Leadership and People Management
Departamento:  Dirección de Personas en las Organizaciones
Año de los hechos: 2004-2007 Área geográfica: Spain
Nº de páginas: 13 Fecha de publicación: 02/09/2008 Fecha de revisión: N/A Idioma: Inglés También disponible en:
Español
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