Communicating that culture change across such a sprawling enterprise is a massive challenge. The…

Communicating
that culture change across such a sprawling enterprise is a massive challenge.
The company’s 11 main business units operate almost as separate entities, with
their own boards and distinct corporate cultures, making it hard for directives
from the top to filter down to the troops. One executive says Kleinfeld’s
biggest impact so far has been increased pressure to speak English throughout
the company—hardly an earth-shattering reform. And while Siemens excels at
technological breakthroughs, such as mobile phones with built-in music players,
they have often failed because of poor
»

Communicating
that culture change across such a sprawling enterprise is a massive challenge.
The company’s 11 main business units operate almost as separate entities, with
their own boards and distinct corporate cultures, making it hard for directives
from the top to filter down to the troops. One executive says Kleinfeld’s
biggest impact so far has been increased pressure to speak English throughout
the company—hardly an earth-shattering reform. And while Siemens excels at
technological breakthroughs, such as mobile phones with built-in music players,
they have often failed because of poor marketing and a lack of focus on the
consumers who use the products. So how do you persuade Siemens’ vaunted
engineers to pay more attention to customers? Kleinfeld declared that he would
personally visit Siemens’ 100 biggest clients in his first 100 days in office.
He wound up meeting more than 300 of them.

»

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