Case Study

Global Home Appliance Manufacturer

Corporate Communications

Situation

 

In 2003 a huge international manufacturing company, recognized as a leader everywhere except in the US, acquired an iconic American brand and its national distribution network in order to gain a foothold in the American marketplace. It immediately invested heavily in its new market and began to plan for expansion and growth.

 

Problem

How does a foreign management team tap the power of a predominantly American employee work force to lead it toward new goals, and at the same time, establish a world-famous corporate identity in the American market that knows almost nothing about them or their products?

 

Solution

      

Create internal and external corporate communications strategies that meld employee values and expectations with management’s vision and business agenda.  Create and reinforce a new corporate culture that supports desired behaviors. Build and strategically promote a new corporate identity aligned with the foreign parent-company's reputation, yet is uniquely American.

 

Results

In less than twenty-four months, the company developed a unified company culture and began aggressively moving toward its business goals. Performance-driven information flowed freely and quickly throughout the company. Markets took notice of the company as it increased market share.