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CONTENTS Board of Contributors Foreword What We Can Learn from CEOs Klaus M. Schwab, President, World Economic Forum Introduction CEOs Demand the ABCs — Awareness, Belief, and Conduct G. William Dauphinais and Colin Price Part I GLOBALIZATION: The Tempo Heats Up 1. Flemming LindelV, Carlsberg Group The Best International Brands are “Glocal” 2. Percy Barnevik, ABB Asea Brown Boveri Ltd. Creating a Federation of National Cultures 3. Felix Rosenberg, Swisscom Poised for the “Big Bang”: Winning in the Deregulation Game 4. Mrio Pais de Sousa, Vulcano-Termodomsticos Smart Shopping in the World Supermarket of Management Ideas 5. Minoru Murofushi, Itochu Corporation An Agile Giant 6. Rahul Bajaj, Bajaj Auto Ltd. Bajaj: The New Face of Emerging Market Competition 7. James J. Schiro, Price Waterhouse The New Phase of Globalization Part II RADICAL CHANGE: Turning Up the Volume 8. Cor Herkstrter, Royal Dutch/Shell Royal Dutch/Shell: Rewriting the Contracts 9. Dr. Heinrich von Pierer, Siemens A.G. Changing Supertankers into Speedboats 10. Patrick Haren, Northern Ireland Electricity Conjectures on Change: A Letter to the CEO 11. Serge Tchuruk, Alcatel Alsthom Driving Fundamental Change at Alcatel: A New Prism on Customer Focus 12. Dr. Kenneth W. Kizer, U.S. Department of Veterans’ Affairs Health Care, Not Hospitals: Transforming the Veterans’ Health Administration 13. Sir Richard Evans, British Aerospace A Benchmark That Brought Managers in from the Cold Part III LEADERSHIP: Giants of Value Creation 14. Sir Colin Marshall, British Airways From Apprentice Ship’s Purser to CEO: A Journey in Search of the Customer 15. Eckhard Pfeiffer, Compaq Computer Corporation Future Tilt: How and Why Companies Need a Culture of Continuous Renewal 16. Michael Z. Kay, LSG/SKY Chefs Memo to a Turnaround Boss 17. Sadako Ogata, The Office of the United Nations High Commissioner for Refugees Stakeholders Are a Reality Check for World Refugee Group 18. Robert B. Shapiro, Monsanto Company Sparking the Growth Engine at Monsanto: Using Shareholder Value as the Driving Framework 19. Michael Critelli, Pitney Bowes Inc. Communicating in the Information Age: The Leadership Factor Part IV CULTURE: Fifteen Glorious Years! 20. Melvin R. Goodes, Warner-Lambert Company Transforming the Culture of a Global Enterprise…One Employee at a Time 21. Don Argus, National Australia Bank Group Focusing Leadership Through Corporate Values: A Key Driver for Success 22. Walter Shirley, Chase Manhattan Bank The Art of the Inclusive Merger 23. Dirk Blaeslng, Fairway Filamentos A Joint Venture That Found More than Synergy 24. Javier Herrero, Iberdrola Shaping Culture with Activity-Based Management 25. Tanri Abenc, Bakrie & Bros. From “Dynasty” to Rule by MBAs Part V INNOVATION AND CREATIVITY: No Finger Painting, Please 26. Southwood J. Morcott, Dana Corporation Igniting a Firestorm of Creativity 27. Kenneth L. Lay, Enron Corporation Coming Soon to Your Home and Business: The New Energy Majors 28. Justus Veeneklaas, Philips Australia Reinventing Philips Down Under: Customers Seek Systems Solutions, Not Black Boxes 29. Glen L. Urban, MIT Sloan School of Management Strategic Roots of Innovation 30. David M. Kelley, IDEO Product Development Performing Rapid Innovation Magic: Ten Secrets of a Modem Merlin Part VI CUSTOMER RELATIONSHIP: The Brand Is Dead. Long Live the Brand! 31. Peter Georgescu, Young & Rubicam Creative Marketing Is the Core Strategy for the New Millennium 32. Douglas Sims, CoBank Creating Competitive Advantage Through Customer Loyalty 33. Douglas Hyde, OshKosh B’Gosh, Inc. New Products That Remain True to Core Values Acknowledgments Index
