Strategic Management Bausch and Lomb Sales Force Reorganization Case Study
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Every enterprise which employs a diverse and multifaceted workforce to facilitate organization, production, and service, from major international corporations to local community churches, utilizes a concept known as performance management to maximize its efficiency and effectiveness. The field of performance management has been defined by managerial researchers as a "strategic and integrated approach to increasing the effectiveness of companies by improving the performance of the people who work in them and by developing the capabilities of teams and individual contributors" (Armstrong and Baron, 1998), and the technique has been used since the 1970's by businesses seeking to improve their organizational results. In the case of Bausch and Lomb, which has been built into one of the world's largest producers of contact lenses, lens care products and eye health aids, a clearly defined mission statement defines crucial relationships with key stakeholders, including consumers, investors, suppliers, and employees. Managers are seeking to apply the concept of organizational alignment to guide Bausch and Lomb's mutually beneficial interaction with its thousands of employees worldwide, with "aligned" employees working collaboratively to achieve the company's collective mission by adhering closely to four shared values. Today, Bausch and Lomb has become handcuffed by prior managerial policy, as "the company carried excess overhead from duplicate departments that remained as a result of two large acquisitions made in 1997 whose integration had proceeded more slowly than expected." The duplication of departmental operations and redundancies in terms of expenditures has necessitated a reorganization of the company's resources in the hope of streamlining certain processes and righting the proverbial ship in terms of cost management. The priority for incoming CEO Ron Zarrella is to achieve genuine alignment between those longtime employees who possess valuable experience and knowledge, and incoming employees who add vibrancy and innovation while still lacking the foundational...
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