Corporate Religion

Corporate Religion

by Jesper Kunde

Hardcover

$29.00

Product Details

ISBN-13: 9780273643807
Publisher: Financial Times/Prentice Hall Books
Publication date: 04/15/2000
Pages: 304
Product dimensions: 7.17(w) x 9.89(h) x 0.96(d)

Read an Excerpt

PREFACE:

CORPORATE RELIGION is about:

building a strong market position
in a world where consumers no longer demand simply the product, but reliable companies and brands. The winners of the future will be those corporations who can handle the consequences of this change and implement the strategies effectively.

a shared vision and the courage to believe in a Corporate Religion. "Management has to unite the organisation around a strong idea, a shared vision, and then manage accordingly. That makes tough demands. In the company of the future there will only be space for believers. Dissenters must look elsewhere."

leadership and what is required for winning in the market place of the future. "Employees have the right to a leader who will stand at the front and lead them into the future. A leader who dares to believe, because without belief, it is impossible to have an opinion about the future.

internal-external integration, creating a bond between the internal culture and the external positioning, to consolidate the chosen market position. "Companies can be seen like people. The important factors are: how we perceive ourselves; how others perceive us; and, haw we want to be perceived by others. The more integrated the three separate perspectives, the stronger and more consistent we are."

implementing the idea in the company. "I provide a number of models, 12 case studies and a 'timetable' to explain how you set the process in motion. You cannot build a strong CORPORATE RELIGION without having strong working tools."

www.corporatereligion.com

Table of Contents

Introduction by B.J. Cunningham.
Preface.
1. Corporate Religion—The Essence.
Corporate Religion—A Coherent Description of the Company. Harmony and Penetration Power. Find the Right Formula. Becoming a Brand Religion. No Brand Religion without Corporate Religion.

2. International Chaos.
Market Adjustment Makes a Virtue Out of Weakness. The Need for Spiritual Management. Companies Must Have a Corporate Religion. Why is “Spiritual” Management Necessary? Trend 1: The Movement from National to International Companies. Trend 2: The Movement from Product to Concept. Trend 3: Product Life Cycles are Shortening. Trend 4: Quicker Reaction to Changes. Trend 5: The Movement from One Brand to Multiple Brands. The Company Behind the Brand.

3. Brand Religion.
A Strong Market Position is the Key to the Future. Brand Values. High Involvement is the Key to Brand Value. Brand Positions. Brand Building. The Brand Band.

4. Corporate Religion.
A Strong Brand Requires a Strong Organisation. You Don't get Belief Out of a Slot Machine. Spiritual Management. Corporate Religion—Value Based Growth Management. Product. Mission. Vision. Corporate Religion. Development of a Corporate Religion. System. Commitment. Action. Corporate Religion can Focus All Types of Companies. Corporate Religion in Consumer-Oriented Companies. The Threat from Large Subsidiaries.

5. Commitment and Action.
Commitment. Education as a Commitment Creator in Business-to- Business Companies. Everyone Can be Educated. The Interaction Between Commitment and Corporate Religion. Action. Control of Campaign and Sales Activities. Action Requires Good Planning.

6. Consequences for the Organisation.
Reuniting the Power Centre and the Consumer. Making the Non- Homogeneous International Company Homogeneous. Corporate Religion Requires a Complete New Organisation. Different Stages of Development. The Religious Focus. New Organisational Thinking.

7. Consequences for Top Management.
Spiritual Focus. Spiritual Management with the Founder as Leader. Spiritual Management in Companies with Second Generation Management. Corporate Religion Requires a Very Strong Management. Corporate Religion Requires a Visible Management. Corporate Religion Implies a New Type of Leader. The Leader of the Future Must Stand at the Front. System for Supervising the Global Market.

8. Implementing a Corporate Religion.
Internal Analysis of the Company's Product Programme. Analysis of Brand Values in Selected Markets. Assessing the Brand's Business Opportunities. Developing the Corporate Concept. A Total Description of the Company. Defining the Corporate Religion and the System. Set-up to Ensure Commitment and Action. Trials in Selected Test Markets. Adjusting the Concept and the Religion. Dismantling the Old International Organisation. Changing the Organisation Simultaneously. The Religion Must be Impressed on Everybody Right from the Start. The Religion is Established within a Year. The Corporate Religion Driven Company is Always Evolving. . . . And the Future?

9. Epilogue.
Introduction to the Epilogue. Major Marketing Tasks. Fixed Budgets. The International Dimension. Strong Market Positions. Integrating Specialist Competencies. The Total Communication Agency. Creative Chaos. A Special Culture. The Representative Group. Finding the Future in the Past. The Total Description. Nurture Your Corporate Religion. Take Care of the Family.

Preface

PREFACE:

CORPORATE RELIGION is about:

building a strong market position
in a world where consumers no longer demand simply the product, but reliable companies and brands. The winners of the future will be those corporations who can handle the consequences of this change and implement the strategies effectively.

a shared vision and the courage to believe in a Corporate Religion. "Management has to unite the organisation around a strong idea, a shared vision, and then manage accordingly. That makes tough demands. In the company of the future there will only be space for believers. Dissenters must look elsewhere."

leadership and what is required for winning in the market place of the future. "Employees have the right to a leader who will stand at the front and lead them into the future. A leader who dares to believe, because without belief, it is impossible to have an opinion about the future.

internal-external integration, creating a bond between the internal culture and the external positioning, to consolidate the chosen market position. "Companies can be seen like people. The important factors are: how we perceive ourselves; how others perceive us; and, haw we want to be perceived by others. The more integrated the three separate perspectives, the stronger and more consistent we are."

implementing the idea in the company. "I provide a number of models, 12 case studies and a 'timetable' to explain how you set the process in motion. You cannot build a strong CORPORATE RELIGION without having strong working tools."

www.corporatereligion.com

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