As such, the competition with potentially more efficient internal environments are in a better position than Airstar.
As a solution, Robinson's six principles are mainly directed towards better focus in terms of task assignments and internal structure. Communication should however not be overlooked in determining solutions for Airstar, Inc.
Recommendations
Generally, Robinson's principles appear to focus on internal changes that would provide Airstar with a better position from which to handle external environmental changes. Concomitantly, Morgan should consider how internal structural factors relate to the six principles. Because of the long lifetime of the company, for example, formalization in terms of written rules and regulations seems to be lacking. Communication is an important factor in this as well.
It is recommended that Airstar, Inc. begins its internal transformation process by creating a list of recommended rules, regulations and policies. It is suggested that these initially be communicated in writing, providing employees and managers with the opportunity to comment. Meetings can then be held to discuss the comments, after which implementation takes place. Before the specialization process, it is recommended that the company creates a mission and vision statement, a number of goals for the future that relate to these, and strategies to reach these goals. This will set the stage for specialization.
As per Robinson's recommendation, the various tasks to reach the above-mentioned goals can then be assigned to appropriate personnel members to avoid the overlapping that has occurred as a result of the changing environment.
Furthermore, the external environment needs to be monitored on a continual basis so that necessary responses can be implemented in a timely manner. This monitoring process can also be assigned to specific personnel members, who can communicate with top management via meetings...
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