The Committed Enterprise - by Professor High Davidson
'How Marketers Can Make Vision and Values Work'
Brooklands
Motor Museum 10th October 2002
Organised in conjunction with the CIM South East Region
Professor Davidson of Cranfield University has spent over two years roaming the globe to interview CEOs of many larger organisations with a view to evaluating the place and value of visions and values in organisations.
During the entertaining evening of anecdotes and serious discussion of the issues arising, Professor Davidson took the 100+ delegates through core of an organisations raison d'être:
- What are we here for?
- What is our long term destination?
- What beliefs and behaviours will guide us on the journey?
These questions were addressed by examining the record of some world famous (and infamous) organisations such as Goldman Sachs, Kodak and Microsoft and Enron. A startling but unsurprising finding was the chasm that exists in many organisations between the values and vision of the CEO and those perceived by employees lower down in the organisation.
It was suggested that much more research needs to be done into the role of visions and values in organisations, and pointed out that there is strong anecdotal evidence that corporations with strong visions and values perform better in terms of bottom line that those without visions and values.
Organisations
wishing to make vision and values work should follow the Seven Best Practices
outlined by Prof. Davidson, and see their bottom line improve as a result.
Marketers are best place to help the CEO to establish and implement the
best practices.
After a lively Q&A session, Prof. Davidson signed copies of his new book, Committed Enterprise - click here to buy this book from Amazon.
For a copy of Professor Davidson's presentation, please download here. (Requires PowerPoint or PowerPoint viewer)