 Winning Behaviours in East and WestMartine Cardel Gertsen and Anne-Marie Søderberg Chapter 10 in Global Collaboration: Intercultural Experiences and Learning, 2012, pp 151-170 from Palgrave Macmillan Abstract: Abstract This chapter investigates how the Carlsberg Group,1 following a series of international mergers and acquisitions in 2008, launched a strategic concept labelled Winning Behaviours in all markets in which the multinational company operates. From a company perspective, the strategy aims to guide how business is done in order to achieve better global alignment, whilst at the same time allowing local brands and initiatives to flourish. We describe how the corporate communications and human resource departments at headquarters facilitate this strategic process, and also look at how these Winning Behaviours have been recontextualized and given sense by local and expatriate managers in selected subsidiaries in Asia. In Carlsberg Malaysia, for example, the Winning Behaviours are a very visible part of the company’s visual identity. The photograph above shows vignettes posted in the subsidiary to illustrate the five behaviours. Keywords: Middle Manager; Global Organization; Corporate Communication; Human Resource Department; Performance Management System (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-02606-4_10 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.