Analysis of the Case Chattanooga Using the Machine Metaphor

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analysis of the case
chattanooga using the machine metaphor

Karlstad Business School
Handelshögskolan vid Karlstads Universitet

Course code: FEAD51 Course name: Competence and Leadership Title: Analysis of the Case Chattanooga Using the Machine Metaphor Date of Submission: 2013-01-29 Family name Shurrab El Bouassami

Given name
Hafez Mohammed

Name of the teacher: Markus Fellesson and Sofia Molander Name of the administrator: Frania Johansson

TABLE OF CONTENTS
1. 2. 3. 4. 5. 6. INTRODUCTION ..........................................................................................................- 1 BACKGROUND ............................................................................................................- 1 THEORY ........................................................................................................................- 1 ANALYSIS .....................................................................................................................- 2 CONCLUSIONS.............................................................................................................- 5 REFERENCES ...............................................................................................................- 6 -

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1. INTRODUCTION
The implicit images or metaphors of organizations and management have been discussed by Gareth Morgan in his book “Images of Organizations” (Morgan, 1997). Morgan exposed eight metaphorical images of organizations including machine, organism, brain, culture, political system, psychic prison, flux and transformation, and instrument of domination. Each one of these metaphors creates insight, but also obscures some corners. They have both pros and cons. They enable seeing, but also not seeing. No one of them is said to be correct and right.

2. BACKGROUND
Chattanooga Ice Cream Division is one of three major incorporated industries to CFC, Chattanooga Food Corporation. The division lost third-largest customer for no logical reasons. Charles Moore, the president and general manager of the division conducted a management meeting to discuss current situations, investigate the root causes, and find out proper solutions. Many conflicts occurred during the meeting. The actions and reactions can be projected to reflect how the division functions as one of metaphorical images. In this report, the case is analyzed using machine metaphor. In other words, it discusses what we could see and reflect when projecting the division’s behavior on the principles and approaches of machine metaphor.

3. THEORY
The industrial revolution had a direct impact in matter of changing the organizations function. The machine perspective was developed long time ago, and nowadays mechanization invaded every part of our lives. By time there was a need to develop and introduce some changes to organization (Morgan 2006). During eighteenth century, Adam Smith in his book “The Wealth of Nations” developed a new theory based on the concept of economic growth, which is essentially based on the theory of increasing division of labor. This idea relates primarily to the specialization of the labor force, by breaking down of large jobs into many small components. (Smith 1776) Several theorists were preoccupied finding solutions for problems of practical management, after several researches, they have reached a “road map” of a successful organization, consists of the principles of classical management theory. But in fact, these principles used as a mechanical tools for designing organization as it was a machine. Some of

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the principles of classical management to be covered later on are unity of command, Span of control, division of work, authority and responsibility, and the initiative. (Morgan 2006) Max Weber shares the same principles with other theorists of the nineteenth century from other perspective when he noted that the bureaucratic forms routinize the process of administration the...
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