Teams and Organizational Structure: Denise Morrison
Introduction
Organizational leadership is the determining factor when it comes to the success of an organization. In most cases, the leader is expected to come up with the strategic plan meant to take the company forward and ensure growth in every sector. The importance of leadership has in particular developed interest in the recent past as both employees and consumers are critical of the way the company is operated. For example, companies are expected to take their corporate social responsibility seriously or risk losing its market share. Consequently, leadership plays a major role in the management of employees and ensuring retention of the top talent in the organization. The leadership style adopted by the top management in an organization determines the relationship the organization has with its employees, which determines the motivational levels of the employees. Campbell Soup is a company operating in a highly competitive market, where employees and customer are of essence to its growth. For this reason, the leader has to forge a good organizational culture, communicate the vision to the employees, create working teams and engage in problem-solving and the management of conflicts in a manner that does not harm the organization.
Teams
The Executive Team
When Denise Morrison took the helm of the Campbell Soup organization, the famous American company was in a state of crisis due to changes in American dining habits. While building her executive team, Morrison offered a strong, articulate transformational vision that was necessary to shift the focus of the processed food icon. Morrison herself acknowledged, “It’s a 145-year-old company, so changing a culture is difficult” (Marcus, 2014, par. 4). Rather than viewing the canned soup as a commodity, as was traditionally the case throughout company history, Morrison called upon team members to instead focus on the nutritional and emotional value of food. The fact that she initially acknowledged the challenge that lies before her might be one of the many reasons she has proven to be so successful thus far in her ventures.
Americans are becoming more concerned about the nutritional content of their food. “Now as a company we’re talking more about what’s in our food and how it’s made,” noted Morrison, “And we have a philosophy that our brand should be something we’re proud to serve at our own tables” (Hurst, 2017, par.3). Although technical qualifications are important when establishing a leadership team and a strategic position, it is equally vital that the CEO set a general tone for the company regarding where it is headed and what consumer needs it is serving.
Organizational Structure
Morrison was unafraid to challenge the business model of the organization that had worked for so many years but was no longer serving the company’s needs. However, she did not do so out of her own need to exercise dominance; she strove to inspire courage in others in what had become a very stagnant organization: “The first thing I did was, add the value of courage to our core values. Moreover, in doing so, I encouraged people to take bolder moves and bigger risks” with the aim of better serving the consumer (Marcus, 2014, par. 4).
A critical leadership action undertaken by Morrison was a focus on fresh, versus reconstituted ingredients. “Under her leadership, the company has removed artificial ingredients and colors from their products” as well as disclosed on its which products contain genetically modified organisms (GMOs) (Hurst, 2017, par. 11). While most food companies have resisted transparency until compelled by the law, Campbell willingly launched a special component of its website for consumers to find out more information about nutritional data and sourcing of ingredients (Hurst 2017). Morrison launched a new ethical initiative called Healthy Communities to collaborate with underserved communities to support food pantries and school gardens; Campbell Soup has also acquired some smaller companies that either grows fresh produce or make freshly made organic and natural foods (Hurst 2017).
Morrison’s transformational leadership approach was thus a two-pronged initiative. First, she ensured that the company was focused on the consumer and the consumer’s needs, including consumer ethical preoccupations. “The consumer is our boss,” is Morrison’s philosophy, which means focusing on the needs of Millennials and building a new consumer base addressing current preoccupations (Marcus, 2014, par. 6). However, Morrison supported this vision with structural forms where risks and thinking outside of the box was rewarded. She encouraged cross-pollination...
References
Avolio, B. J., & Yammarino, F. J. (Eds.). (2013). Introduction to, and overview of, transformational and charismatic leadership. In Transformational and Charismatic Leadership: The Road Ahead 10th Anniversary Edition (pp. xxvii-xxxiii). Emerald Group Publishing Limited.
Hurst, A. (2017). How Denise Morrison took processed food icon Campbell on a fresh food-buying spree. Fast Company. Retrieved
https://www.fastcompany.com/3068634/how-denise-morrison-took-processed-food-icon-campbells-on-a-fresh-food-bu
Marcus, B. (2014). Campbell Soup CEO Denise Morrison stirs the pot to create cultural change. Forbes. Retrieved
https://www.forbes.com/sites/bonniemarcus/2014/04/25/campbell-soup-ceo-denise-morrison-stirs-the-pot-to-create-cultural-change/#3cb3cfa2170d
Bio, F. (2014). Campbell Soup CEO Denise Morrison Stirs The Pot to Create Cultural Change. Forbes. Retrieved from www.forbes.com/sites/bonniemarcus/2014/04/25/campbell-soup-ceo-denise-morrison-stirs-the-pot-to-create-cultural-change/#7681d77c170d
Klassen, A. (2012). How CEO Denise Morrison is Getting Campbell to Think Outside the Can. Advertising Age. Retrieved from adage.com/article/news/morrison-campbell/237563/
“5 Conflict Management Styles at a Glance,” (2017). Retrieved http://sourcesofinsight.com/conflict-management-styles-at-a-glance/
Hurst, A. (2017). How Denise Morrison took processed food icon Campbell’s on a fresh food buying spree. Fast Company. March 2, 2017. Retrieved https://www.fastcompany.com/3068634/how-denise-morrison-took-processed-food-icon-campbells-on-a-fresh-food-bu
Marcus, B. (2014). Campbell Soup CEO Denise Morrison Stirs The Pot To Create Cultural Change. Forbes. 25 April 2014. Retrieved https://www.forbes.com/sites/bonniemarcus/2014/04/25/campbell-soup-ceo-denise-morrison-stirs-the-pot-to-create-cultural-change/#13ef7aba170d
Therefore, the move into microwaveable lines is subject to significant risk. The company-wide aversion to this level of risk can be seen in the actions of the Maxton plant managers and the engineers assigned to the project. There are a number of options available to Campbell's. The first step they need to undertake is to determine the future of their move into microwaveable soups. It is recommended that the Plastigon
A mission is valueless if it does not truthfully motivate and guide the force of every worker in the similar course. Everyone has to consider the mission is sensible and achievable and not just unfilled speechifying (11). Business leaders must "outshine" by setting the model for all workers. They do not merely converse about missions, but they develop into a perfect example of the contemporary value; they should live by
Negotiating Procter and Gamble Exhibits Exhibit I Exhibit II Proctor and Gamble (P&G) faced growth constraints and customer relationship management (CRM) issues with its large retail clients such as Wal-Mart. Disintegrated operational and business level management, lack of strategic direction, and poor CRM were the main issues faced by the company. Unnecessary competition with its own customers and hostile price/margin negotiations were draining out the strategic growth opportunities that a company, as large as
One's experience with a product builds that attitude, and trial samples become more effective than advertising itself, especially in the early stages of building a strong brand. Brand name recognition is important especially when a company is using varying brand strategies for multiple products. NetMBA.com points out that there are several strategies when multiple products are being branded. First, single brand identity means attaching a separate brand to each product; Procter
" (McKinsey & Company and CECP, 2008, p.3) Fine, Kirkpatrick, Parker, and Watson (2008) in the work entitled: "Social Media: Philanthropy in a Connected World" states that today's companies can no longer "ignore the influence of social media and the opportunity to "deepen engagement with employees and customers alike through philanthropy efforts capitalizing on new media channels." (p.5) Fine, Kirkpatrick, Parker, and Watson (2008) additionally state that some companies have "already
Accounting Information for Decision Making Corporate Confirming on Water Risk (Feb 2010) indicates that the Global Confirming Initiative (GRI) G3 Guidelines' five water-related indications (total withdrawal volume by source, ponds considerably impacted by distributions, percentage and total amount of water recycled and used again, total water discharge by quality and destination, and identification water physiques and related habitats impacted by discharges) make the perfect beginning point for assessing and confirming water
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now