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Tables of Contents for Straight from the Ceo
Chapter/Section Title
Page #
Page Count
Board of Contributors
9
2
Foreword
What We Can Learn from CEOs
11
4
Klaus M. Schwab
Introduction
CEOs Demand the ABCs-Awareness, Belief, and Conduct
15
8
G. William Dauphinais
Colin Price
Part I GLOBALIZATION: THE TEMPO HEATS UP
23
56
Carlsberg Group
Flemming Lindelov
The Best International Brands are ``Glocal''
31
6
ABB Asea Brown Boveri Ltd
Percy Barnevik
Creating a Federation of National Cultures
37
10
Swisscom Poised for the ``Big Bang'':
Felix Rosenberg
Winning in the Deregulation Game
47
8
Vulcano-Termodomesticos
Mario Pais De Sousa
Smart Shopping in the World Supermarket of Management Ideas
55
5
Itochu Corporation An Agile Giant
60
19
Minoru Murofushi
Bajaj Auto Ltd
Rahul Bajaj
Bajaj: The New Face of Emerging Market Competition
65
7
Price Waterhouse
James J. Schiro
The New Phase of Globalization
72
7
Part II RADICAL CHANGE: TURNING UP THE VOLUME
79
50
Royal Dutch/Shell
Cor Herkstroter
Royal Dutch/Shell: Rewriting the Contracts
86
8
Changing Supertankers into Speedboats
94
35
Dr. Heinrich Von Pierer
Siemens A.G
Northern Ireland Electricity
Patrick Haren
Conjectures on Change: A Letter to the CEO
99
7
Alcatel Alsthom
Serge Tchuruk
Driving Fundamental Change at Alcatel: A New Prism on Customer Focus
106
6
U.S. Department of Veterans' Affairs Health Care, Not Hospitals:
Dr. Kenneth W. Kizer
Transforming the Veterans' Health Administration
112
9
British Aerospace
Sir Richard Evans
A Benchmark That Brought Managers in from the Cold
121
8
Part III LEADERSHIP: GIANTS OF VALUE CREATION
129
52
British Airways
Sir Colin Marshall
From Apprentice Ship's Purser to CEO: A Journey in Search of the Customer
135
6
Compaq Computer Corporation
Eckhard Pfeiffer
Future Tilt: How and Why Companies Need a Culture of Continuous Renewal
141
7
LSG/SKY Chefs
Michael Z. Kay
Memo to a Turnaround Boss
148
8
The Office of the United Nations High Commissioner for Refugees
Sadako Ogata
Stakeholders Are a Reality Check for World Refugee Group
156
6
Monsanto Company
Robert B. Shapiro
Sparking the Crowth Engine at Monsanto: Using Shareholder Value as the Driving Framework
162
11
Pitney Bowes Inc
Michael Critelli
Communicating in the Information Age: The Leadership Factor
173
8
Part IV CULTURE: FIFTEEN GLORIOUS YEARS!
181
50
Warner-Lambert Company
Melvin R. Goodes
Transforming the Culture of a Global Enterprise One Employee at a Time
189
10
National Australia Bank Group
Don Argus
Focusing Leadership Through Corporate Values: A Key Driver for Success
199
8
Chase Manhattan Bank
Walter Shipley
The Art of the Inclusive Merger
207
6
Fairway Filamentos
Dirk Blaesing
A Joint Venture That Found More than Synergy
213
5
Iberdrola
Javier Herrero
Shaping Culture with Activity-Based Management
218
8
Bakrie & Bros
Tanri Abeng
From ``Dynasty'' to Rule by MBAs
226
5
Part V INNOVATION AND CREATIVITY: NO FINGER PAINTING, PLEASE
231
52
Dana Corporation
Southwood J. Morcott
Igniting a Firestorm of Creativity
238
12
Enron Corporation
Kenneth L. Lay
Coming Soon to Your Home and Business: The New Energy Majors
250
8
Philips Australia
Justus Veeneklaas
Reinventing Philips Down Under: Customers Seek Systems Solutions, Not Black Boxes
258
7
MIT Sloan School of Management
Glen L. Urban
Strategic Roots of Innovation
265
6
IDEO Product Development
David M. Kelley
Performing Rapid Innovation Magic: Ten Secrets of a Modern Merlin
271
12
Part VI CUSTOMER RELATIONSHIP: THE BRAND IS DEAD. LONG LIVE THE BRAND!
283
25
Young & Rubicam
Peter Georgescu
Creative Marketing Is the Core Strategy for the New Millennium
288
6
CoBank
Douglas SIMS
Creating Competitive Advantage Through Customer Loyalty
294
8
OshKosh B'Gosh Inc
Douglas Hyde
New Products That Remain True to Core Values
302
6
Acknowledgments
308
1
Index
309