All the Wrong Moves

In: Business and Management

Submitted By tiassa02
Words 4291
Pages 18

V javnosti obstaja priljubljen rek, ki pravi, da po bitki smo vsi generali. Ta tolažba ali izgovor pa nikakor ne velja za sodobne direktorje in managerje. Če karikiram v skladu z uvodnim pregovorom, se od njih pričakuje da so generali pred, med in po taki imenovanih bitkah, oziroma vse to in še več. Konkurenca na trgu je vedno prisotna in vsak napačen korak bo hitro opažen ter izkoriščen, ker lahko pomeni hud udarec za podjetje. Zato je na ramenih vodilnega, da ravna trezno in preudarno tako v mirnih časih kot v času krize in je pripravljen hitro se odzivati na izzive okolja – tako notranjega kot zunanjega.

V nasprotju s prepričanjem, da je po navadi največji izziv spopadanje s konkurenco, se pravi z zunanjim okoljem podjetja, članek All the Wrong Moves, avtorja Davida A. Garvina, na katerega je vezana ta seminarska naloga, izpostavlja predvsem problem managementa in odločanja znotraj organizacije.

Začenjam s kratkim povzetkom članka, ki je zastavljen kot študijski primer, saj poleg fiktivne situacije in primera vključuje še komentarje priznanih ekonomistov. Temu sledi analiza in vrednotenje članka, primerjava in dopolnitev z mnenji avtorjev sorodnih člankov na temo odločanja, ter sklep.

Avtor (Garvin 2006) v članku All the Wrong moves govori o podjetju Nutrorim, ki proizvaja prehrambene dodatke. Nutrorim je s svojim uspešnim poslovanjem uspel pritegniti pozornost na nacionalni ravni, njihova najnovejša poteza pa je bila izboljšanje že tako uspešnega izdelka Charge Up, z dodatkom Lipitrene, ki je bil pred kratkim poslan na trg in od katerega so pričakovali odmevne rezultate.
Direktor Nutrorima, Don Rifkin, poskuša v podjetju ohranjati prijateljsko, demokratično vzdušje, vendar pa je to vodilo v rahlo razpuščen sistem odločanja v organizaciji, kar…...

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