In the 21st century, globalisation is the major driving force in organisations
making the world a big melting pot. In every organisation, there is a manager; directly
supporting and in charge of workers and their performance. George Fisher in this case
study is a top manager, the Chief Executive Officer of Kodak. As the CEO, he is
responsible for the company’s entire performance or one of its major branches. He sets goals, strategies to achieve them and scan the environment for opportunities and problems. When Fisher joined Kodak, it was suffering from declining income, heavy debts, slow growth and demoralized workforce. His primary goal was to save troubled Kodak. He plans strategies to expand into digital imaging and penetrating photographic international market. He turned the organization around by setting a new digital division and hired an executive to lead and changed the dysfunctional structure of hierarchy authority. He sold off health and home-product division reducing Kodak’s debts from $7.8 billion to $1.6 billion. He broke communication barriers and form alliances with external companies.
Management is the process of planning, organizing, leading and controlling
organizational resources to attain goals. As the new CEO, Fisher sets strategies to overcome Kodak’s crisis; expanding into digital imaging technology. His activities can be explained using the four functions.
Planning is to define goals and how to attain them. It involves setting visions
and objectives for goals, strategies and plans to execute and decision making. As the
new CEO, Fisher is well aware Kodak is suffering from declining earnings, slow
growth, heavy debt and demoralized workforce. His goal is to overcome this crisis;
setting a vision to be a global digital imaging technology leader. Fisher spent 18-hour
days studying to plan strategies and set out objectives. For instance, to moralize
workforce and change dysfunctional culture,...
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