Charlotte Beers - q Charlotte Beers Problems facing the...

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Charlotte Beers Problems facing the leader The leader’s traits, knowledge and skills How the leader changed the organization Explain the leader’s success or failure Ways to increase the leader’s effectiveness Key learning principles Charlotte Beers The case examines Charlotte Beer’s actions on assuming leadership of Ogilvy & Mather Worlwide, the sixth largest advertising agency in the world, during a period of rapid industry change and organizational crisis. Charlotte Beers Case Objectives The case examines leadership and managing organizational change. Specifically it focuses on: the complex process of formulating a vision or new direction the need for communication to align employees to the new direction the need to align structures and systems to the new direction Charlotte Beers Problems facing the leader Ogilvy & Mather is in a leadership vacuum, desperate for someone to provide a new vision for the futuure Situation confronting the leader Industry challenges shift in expenditure away from mass media to targeted marketing channels declining media expenditures many firms inefficient in their internal operations Charlotte Beers
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globalization fosters growth opportunities for those agencies which have developed international presence as clients expand internationally, they expect great coordination across regions
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Charlotte Beers - q Charlotte Beers Problems facing the...

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