The Global Rubber & Tire Industry Essay

Strategic Leadership is defined as the ability to determine the administration ‘s determinations and present high value over clip, non merely personally but besides by animating and pull offing others in the administration. ( Lynch, 2009 ).

The focal point of strategic leading is sustainable competitory advantage, or the digesting success of the organisation. ( Hughes & A ; Beatty, 2005 )

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Cardinal constituents of Strategic Leadership:

How to take so that others will follow.

How to determine civilization.

How to construction and influence determination devising. ( Lynch, 2009 )

In position of the above definitions and cardinal characterisitcs, strategic leading in the Global Rubber & A ; Tire Industry in general and Continental AG in peculiar is seen as the ability of a corporate leader to construct long term value for the stakeholders of an administration.

In the context of Continental AG, Dr. Hubert von Grunberg displays Strategic Leadership by first admiting the fact that all was non good at Continental. Aginst the background of lifting gross revenues, net incomes were falling, to the point of a Loos in 1991. The thrust to increase gross revenues and keep a place in the Global Market utilizing aggressive pricing was damaging to the immediate and long term good being of Continental.

This was fleetly followed by a Clear 10 point recovery program announced in December 1991, the way was clearly set for the bend around through encouragement of Entreprenuership and strategic confederations, and a end of guaranting profitabilty in 1992.

The following measure in the bend around was the designation of the single concern units and doing each unit responsible for profitableness. In this procedure, no preson or procedure was considered immune to reexamine, and the subsequent restructuring of the Organisation from a Task oriented sturcture in 1991 through to a Market orientated construction in 2001 farther depicts strategic leading.

Entrepreneurship is a manner of thought, concluding and moving that focuses on the designation and development of chances from a wide general position typically driven by the leading of persons or little groups. ( Lynch, 2009 )

Corporate Entrepreneurship is frequently called Intrapreneurship and is defined as Entrepreneurs can be found get downing organisations, running organisations and working in organisations as employees. In the latter instance they are typically called intrapreneurs, i.e. internal enterprisers. ( Thompson & A ; Martin, 2005 )

The cardinal consideration is the designation and use of chances for net income. Give the instance survey, Entrepreneurship is embedded at the nucleus of the recovery program of Continental AG.

The instance survey goes on to province that the Tire as a merchandise had mostly expended advanced capacity. Inspite of this the dedicated focal point on technological leading is an of import Entrepreneurial constituent.

The first case is the cardinal belief of Dr. von Grunberg that Complete sytems will be the dominant provider to the Automobile Industry in the short and average term. The constitution of Automotive systems as division to develop these integrated sytems pre-empted the possible delegating of Continental as a secondary provider had it remained a pure Tire maker.

The designation of Rubber raising belts as an alternate merchandise besides shows high entreprenuerial capacity, as Continental was already a Global leader in the Tire industry whose primary input is Rubber. This chance and subsequent confederation with Otis, a planetary leader in the lift industry resulted in substantila supply contracts.

Given the illustrations above, it is apparent that all Entrepreneurs are Strategic Leaders, but the same can non be said for the reversal, Internet Explorer. All Startegic Leaderships are non needfully Entrepreneurs.

1.2 Critical rating of Continental ‘s Agenda for Strategic Change at the beginning of the 1990s.

Strategic alteration concerns alterations which take topographic point over clip to the schemes and aims of the organisation. Change can be gradual or evolutionary or more dramatic, even radical. ( Thompson & A ; Martin, 2005 )

Lynch argues that it is of import to separate Strategic Change form Organisational Change – ( Lynch, 2009 ). Organizational alteration necessarily happens in the class of the day-to-day operations of an administration whereas Strategic Change is a planned and excuted set of events and actions which move an administration in the way of accomplishing its clearly defined aims. This involves substantial alterations beyond normal modus operandis and the initiation of new forms of action, belief and attitudes. ( Schein, 1990 )

Tichy identifies four chief causes of Strategic alteration, viz. Environment ; Business Relationships ; Technology ; Peoples. ( Tichy, 1983 ). The state of affairs confronting Continental AG in 1991 was a compound combination of all the four causes. The taking cause was the Environment as Tire market was saturated ; Car Manufacturers were forcing down monetary values ; Technology was plateaued and as a consequence a New Leader was appointed. The cause of the crisis can be narrowed to complacency, and irresponsiveness to Market demands.

Hannagan explains that Strategic alteration can be incremental where the administrations ‘ underlying values and beliefs are non radically altered or transformational where a major paradigm displacement occurs in the cultural premises. Whether it is incremental or transformational, strategic alteration is concerned with alterations which are necessary to keep the nexus between the administration and its environment so that it remains competitory and able to run into the demands of its clients. ( Hannagan, 2002 ). Given the graduated table of the down bend at Continental AG, a intercrossed combination of little incremental alterations and quantum leap transformational strategic alterations were adopted to tag a way to recovery.

The docket for Strategic alteration undertaken by Continental AG can be broken down in to the subdivisions outlined below.

Change in Leadership – Appointment of Dr. von Grunberg. The execution of a turnaround scheme necessitated a alteration at the helm of the administration. This resulted in the assignment of a new president of the Executive Board.

The first measure towards accomplishing profitableness was identifying loss doing units down to the smallest possible component. In this instance the segregation of a figure of divisions into smaller units. This is witnessed in the separation of the replacing tyre concern which was profitable from that of the loss doing original equipment concern.

A farther measure in the turnaround scheme was the transition of Common service maps into net income Centres. Human Resource and Information Technology, which were shared services across the administration, were finally separated into separate commercial entities. This was a clear going from the thought where support maps are cost Centres.

Despite the conceived stagnancy and exhaustion in the advanced potency of the Tire as a merchandise, the heavy accent on Technological excellence, Innovation and Integration formed an extra key factor in the alteration scheme. The harmonization of Research and Development in a cardinal location and the allotment of a per centum of all grosss to R & A ; D is a manifestation of this.

Entrepreneurship – The strong belief that Continental AG has the capacity and capableness to place chances in the market and take advantage of these to heighten profitableness was apparent in the strategic move towards traveling beyond the traditional nucleus merchandise of Tires and into a complete systems provider to the Automobile industry.

2.1 How Continental AG fostered Strategic Innovation to accomplish growing in productiveness from 1991 to 1999 in position of Porter ‘s Value Chain

A systematic manner of analyzing all the activities a house performs and how they interact is necessary for analysing the beginnings of competitory advantage. In this chapter, I introduce the value concatenation as the basic tool for making so. ( Porter, 1985 )

Every house is a aggregation of activities that are performed to plan, bring forth, market, deliver, and back up its merchandise.

Value Chain as defined by Porter ( 1985 ) comprises of 5 Primary activities, viz. Inbound Logistics, Operations, Outbound Logistics, Marketing & A ; Gross saless and Service. In add-on a Porter ‘s Value concatenation has 4 Support Activities i.e. Firm Infrastructure, HRM, Technology Development and Procurement.

( Porter, 1985 )

Continental AG achieved growing in productiveness by furthering strategic invention in a figure of its value concatenation activities. These are briefly enumerated below.

The reorganization of Continental AG ‘s Infrastructure by agencies of Decentralisation of its Bureaucracy and reconstituting the administration from a undertaking oriented construction into a market oriented one.

The creative activity of Business Unit Value chains for Passenger Tires and Commercial Tires, accordingly unifying Manufacturing and Marketing of each and giving each unit Individual net income duty.

The transition of Support activities of Information Technology and Human Resource into single Business Unit Value Chains and later independent concern entities.

Revisiting and bettering procurance of of import inputs, steel cord being a cardinal illustration. The resulting nest eggs in costs greatly enhanced profitableness. This needed enlargement of the procurance procedure to guarantee quality, and therefore expose the advantage of making a linkage between the value concatenation of Continental and its provider.

Remarketing and placement of viing acquired trade names into complementary places based on quality and application. This is seen by puting Continental as a premium trade name and Barum as budget, likewise marketing Uniroyal as the rain tyre and Semperit as the winter tyre.

Development of Technology, and when necessary geting another Company ( Teves ) to concentrate on Automotive Systems competence as opposed to industry of Tires merely. This enabled Continental AG to make competitory advantage through distinction.

The development of a Modular Fabrication Plant where the base theoretical account of tyres is mass manufactured, but leting for some customisation and diverseness is grounds of Advanced operations.

2.2 Comparison of “ Corporate Administration ” and “ Corporate Social Responsibility ” patterns of Continental AG with those of Goodyear Tire and Rubber Company

Corporate Governance is defined as the duty of a house ‘s board of managers. The managers have a fiducial responsibility to the stockholders, who are the corporation ‘s proprietors. ( Sompayrac, 2006 )

Corporate societal duty ( CSR ) can be defined as the “ economic, legal, ethical, and discretional outlooks that society has of organisations at a given point in clip ”. ( Carroll & A ; Buchholtz, 2003 )

In line with the above definitions, Corporate Governance focuses on the efficient and prudent executing of Organisation ‘s duty to its stockholders as its legal proprietors, whereas Corporate Social Responsibility concentrates on the Organisation ‘s duty to all its stakeholders, of whom the proprietors are a subdivision. The stakeholders will include stockholders, employees, clients, providers, authorities, society at big and the Environment.

As elaborated in the Corporate Governance Section of Continental ‘s one-year study for 2009 ( Continental Corporation, 2010 ), the Supervisory Board and Executive Board are every bit responsible for the administration of the company. The Supervisory Board comprises of 20 members, half of whom represent stockholders ‘ and half elected as Employee representatives. The Supervisory Board advises and supervises the Executive Board, oversees the strategic execution of policies, approves determinations of stuff importance and appoints the Executive Board through and with the consent of the Annual General Meeting of Shareholders. The Chairman of the Executive Board serves as the Chief Executive Officer of the Company

The Goodyear Tire and Rubber Company Corporate administration guidelines provide for a Board of Directors comprising of nine to twelve members elected at the Annual General Meeting of Shareholders of the Company. The Chairman of the Board at Goodyear may, but need non be, the Chief Executive Officer of the Company. ( The Goodyear Tire and Rubber Company )

Outstanding similarities in the Governance theoretical accounts of Continental and Goodyear are the maps of Audit, Compensation and Remuneration, Appointment and Governance are vested in the Supervisory and Executive Board at Continental and in the Board of Directors at Goodyear. Both Companies have prudent guidelines modulating the behavior of the members who serve on these boards.

The cardinal differences observed between Corporate Governance at Continental and Goodyear are double. First, the bicameral construction at Continental, where the Supervisory Board acts in an Advisory Capacity to the Executive Board. A individual administration construction exists at Continental. Whereas a two degree administration construction provides extra counsel, supervising and prudence, it besides adds an extra bed of bureaucratism and associated constrictions and costs to the administration.

The 2nd difference observed between the Governance constructions is the presence of elective representation of the Employees in the Supervisory Board, in a figure equal to those of the Shareholders representatives. This presence ensures the engagement of Employees representation in material determinations of the Company, and accordingly offers better protection of the Human Resource employed at Continental AG.

The Corporate Social Responsibility activities of Continental AG are summarised in the Company ‘s Annual Report for the Financial Year 2009 ( Continental Corporation, 2010 ) accessed on the company ‘s web site. The chief focal point of the Corporate Responsibility Report is activities go arounding around non-shareholding stakeholders. The Key countries of focal point are Employees, Environment and Acting Responsibly.

Complementing the Annual Report, whose primary mark is stockholders, is the BASICS of Continental AG. These driving rules have evolved really small from their preparation as described in the instance survey to day of the month as available on Continental ‘s corporate web site. The BASICS cover the relationships of Continental with Customers, Suppliers, Employees, Partners and Shareholders. This vision specifying papers has a more holistic attack towards CSR by embracing the outlooks of all stakeholders.

Goodyear Tire and Rubber Company, in contrast to Continental, does non describe its Corporate Social Responsibility activities in its Annual Report to Shareholders, but publishes a separate Report for CSR ( The Goodyear Tire & A ; Rubber Company, 2009 ), as available on the company ‘s web site. This Report outlines four stakeholders viz., Consumers, Associates, Environment and Communities.

Both companies give a high degree of importance to Employee preparation and development through assorted enterprises, and the creative activity of a safe working environment with about nothing hurts. Equal accent is directed to client focal point in the Continental BASICS ( Continental Corporation, 2010 ) and the Goodyear CSR study ( The Goodyear Tire & A ; Rubber Company, 2009 ).

With respects to Environmental protection, both Continental and Goodyear have comprehensive policies for sustainable and responsible behavior. Continental studies on its Carbon Management activities in its one-year study giving elaborate information of its attempts to incorporate its Environmental impact. Goodyear reports its Environmental Impact in the CSR Report and foreground its Energy and Water Efficiency in its Fabrication procedures. In add-on Goodyear emphasises the Environmental friendliness of its merchandises by concentrating on fuel efficient tyres and its paradigm tyre manufactured from renewable biomass.

It is besides observed that Goodyear has a more focussed Community Engagement Policy in the countries that it operates. This includes seeable support of charities through its aerial Colonel Blimp, support for instruction, catastrophe alleviation and route safety runs. Whereas at Continental this aspect is non really outstanding and is limited to its Formula Student and Ambassador preparation and instruction plans.

Effectiveness of “ Functional ”, “ Organizational ” and “ Corporate ” structures in unleashing Manager ‘s Entrepreneurial Energy.

The Functional construction in topographic point at Continental AG in 1991 is explained in the instance survey and displayed in the illustration below.

Functional Structure of Continental AG in 1991

Distelzweig, 2006 argues that the functional construction as was in topographic point in 1991 has distinct advantages and disadvantages. The advantages noted in this construction are efficiency and accomplishment development, and the disadvantages being the creative activity of a narrow departmental focal point at the cost larger organizational ends, and the challenge of organizing geographically dispersed locations under the same map.

This construction took a considerable toll on direction clip and resources in supervising twenty-four hours to twenty-four hours operational activities as elaborated by Bartlett and Ghoshal ( 1995 ).

Given the scenario at Continental, this construction was mostly focused on undertakings and control, with single units holding minimal liberty. Such a state of affairs of top-down control resulted in detering the development and cultivation of Entrepreneurship in Continental.

Organizational construction of tyre operations in 1992

The metabolism of Continental AG from functional departmentalisation as described above to an Organizational theoretical account ( besides referred to as Divisional or Multidivisional theoretical account ) was initiated by Dr von Grunberg as he took the lead function as president of the Executive Board. The earliest transmutation noted in the instance survey is the realignment of the Production and Marketing subdivisions of Tyres, into Passenger and Commercial Tires. This reassignment along the lines of Product Division allowed troughs to take duty for their several Merchandise and accordingly Market section.

This construction evidences seeable betterments over the functional construction as elaborated by Distelzweig ( 2006 ) in offering the divisional directors autonomy for their unit but may make some duplicate of attempts if cardinal functional undertakings defined above.

Bartlett & A ; Ghoshal, 1995 discuss that this construction freed up clip and resources of senior directors to prosecute in strategic activities, but argue that this construction was unable to bring forth and foster new concern chances internally. As each division in the administration became separately responsible for its gross watercourse and profitableness, new ventures were seen as indefensible capital and human resource costs, therefore discouraged. Therefore, asking growing through enlargement and acquisition.

This construction is seen to promote a limited degree of Entrepreneurship among unit directors, but given the cost justification argued above still limits the extent to which this energy can be unleashed.

Corporate construction of Continental AG in2001

At the bend of the century as Dr von Grunberg was passing over the reins of Continental AG the construction at the Company had evolved to the corporate theoretical account described in the instance survey and pictured below. This theoretical account was meant to maximize the use of Entrepreneurial endowment and energy in the company and thrust it through continued profitableness, which had been achieved through an impressive bend around in the last decennary.

Bartlett and Ghoshal ( 1995 ) recommend that for a company to prolong its growing in the current times, an emergent direction attack is required. This attack is comprised of a three coordinated nucleus procedures, viz. Entrepreneurial, Integration and Renewal Processes. The Corporate construction at Continental AG is in alliance with this theoretical account.

The Entrepreneurial Process is seeable in the revised construction by giving each concern unit sufficient liberty and originative infinite to place and work chances. The creative activity of a Strategic Technology unit is a cardinal factor in the integrating Process and enables diverse concern units to join forces towards doing Continental a trendsetter in the automotive Industry. The Renewal Process comprising of rationalization and revival facets, where head sets and deep-rooted civilizations are challenged are groundss in the going for a “ hypercaution ” towards a willingness to take hazards in concern.

In decision, Schuler ( 1986 ) states that successful Corporate Entrepreneurship involves two importan factors, organizational construction and human resources. Human resources Foster and facilitate invention and entrepreneurship and to prolong this requires flexible organizational constructions and policies. This has been continuously improved and optimally enabled in the development of the construction through functional, organizational and eventually the corporate construction at Continental AG.

3.2 Measuring the effectivity of Dr. Stephan Kessel ‘s leading accomplishments.

Thompson and Martin ( 2005 ) explain that the qualities and accomplishments of an effectual leader are loosely classified in three classs, Drive, Judgement and Influence. Drive combines motive, aspiration and ability. Judgement includes determination devising, chance staining, job framing and analytical accomplishments. Influence encompasses the consequence on people ‘s behaviors, webs and contacts. In add-on to the above classs, De Vries ( 1996 ) discusses that leaders require architectural and magnetic accomplishments to enable them be effectual in their administrations.

Dr. Kessel was appointed to head the so loss doing Original Equipment unit of rider tyres in 1995, and responsible for the return to profitableness of this unit. He was subsequently to run the Commercial tyre unit signifier 1997 and was appointed to the Executive Board. He was appointed Chairman of the Executive Board in June 1999 and relinquished his place in September 2001. ( Continental Corporation, 2001 )

The meteorologic calling, but short stretch at the helm of the administration as viewed through the lens of the above considerations may be evaluated as a assorted bag of success and letdowns.

Measuring the Drive of Dr. Kessel, it is found that his aspiration and ability are moderately successful with his taking the Original Equipment rider tyre division to profitableness and his subsequent success at the Commercial tyre division, coupled with his term of office on the Executive Board. Murphy ( 2001 ) besides opines that his acquisition programs may be termed as excessively ambitious, therefore being a damper on his leading.

In measuring his Judgment accomplishments, Dr. Kessel ‘s determination devising and chance accomplishments are an achievement in the earlier term of office of his leading. His committedness to go on on the way of Innovation set by his predecessor Dr. von Grunberg and cultivating Entrepreneurship in the direction of Continental AG are seeable landmarks. However, his subsequent determination ( non covered in the instance survey ) to sell off the Conti Tech division, which was unsuccessful and contributed his going from Continental may be viewed as a let-down. ( Murphy, 2001 )

Dr. Kessel ‘s going as announced on the Continental Website on 11th September 2009 was explained as:

“ Meeting today, the Supervisory Board of Continental AG, Hanover, appointed Manfred Wennemer ( 53 ) Chairman of the Executive Board. Wennemer replaces Dr. Stephan Kessel ( 47 ), who instantly relinquishes his place on the Executive Board over differences refering the strategic orientation of the corporation. Kessel is going from the company on really amicable footings. ” ( Continental Corporation, 2001 )

The specific reference of differences in strategic orientation, while partially reflecting on the Judgement standards, can be viewed as failure to Influence the Supervisory and Boards to aline themselves with his strategic way. This was an unreconcilable difference and leaves the Influence part of Dr. Kessel ‘s leading mostly desiring.

A Tire Industry publication ( Tyre Industry Publications Ltd, 2001 ) besides elaborates the turning differences of sentiment between Dr. Kessel and his predecessor, Dr. von Grunberg, who at that point in clip was Chairman of the Supervisory Board ( which is mandated to name and replace Executive Board Members ). This may besides be measured as a deficit in the Influencing ability of Dr. Kessel.

In decision, utilizing De Vries ( 1196 ) standard it may be summarised that Dr. Kessel was well successful in his Architectural function in planing and running profitable units and the Organisation as a whole, his Charismatic function and ability fell abruptly of what was required at Continental AG in 2001.


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