On Jump Starting a Sluggish Company

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1、HBR.ORGJinZhiguoisthechairmanHowIDidIt…ofTsingtaoBrewery.Tsingtao’sChairmanOnJump-StartingaSluggishCompanybyJinZhiguon1995IwastheassistantmanagingOnmyfirstdayatHans,Ifoundafinan-directorofTsingtaosfirstbrewery,cialstatementlyingonmydeskthatsaid,THEIDEAIandwedhadaverygoodyear.Tocel-Dailyprod

2、uction:1,000.AtrstIthoughtWesternexecutivesebrate,Itookouremployeesonanoutingthismeant1,000casesofbeer,whichmaycomplainthattoLaoshan,abeautifulmountainnearthewasntbad.ButwhenImetwiththesta,theirorganizationsareplant,foradayofhiking.WhileclimbingIlearnedthatitmeant1,000bottles.Thisthemount

3、ain,Ireceivedamessageonwasacompanythatemployedmorethanbureaucratic,inbred,mypagerfrommyboss:Getbacknow.I1,000peoplesoitwasproducinglessthanorriskaverse,butfewrushedtotheoce,whereIwastoldthatonebottleofbeerperemployeeperday.MycompaniesdisplaytheseTsingtaosmanagementhaddecidedtostintatHansbe

4、ganwiththismomentofattributesasvividlyasgivemeanewassignment.Theywantedgreatdisbelief.theonescontrolledbymetogotoXian,morethan800milesAtthetime,thatkindofunderperfor-theChinesestate.Heresaway,toruntheHansBrewery.IwastomancewasntunusualinChinesebusi-howafledglingCEOstartthenewjobinthreedays.n

5、esses.UntilChinabeganitseconomicinstitutedreform.TsingtaohadjustacquiredHans,andreforms,in1978,mostcompanieswerePHOTOGRAPHY:GETTYIMAGESthedealwasntworkingoutverywell.stateowned.ThegovernmentdeterminedApril2012 HarvardBusinessReview 41howididiTproductionplans;fewmanagerspaidat-Atstate-ownede

6、nterprises,aperson’ssuccesstentiontocustomerneedsortraditionalmarketing.Thetrackingofmetricssuchasdependsonhowwellhepleaseshissuperiors,costs,productivity,andefficiencywasrudi-nothowwellhemeetsconsumers’preferences.mentary.Therewasnomechanismforcon-sumerfeedback,somanagersdidn’tknow(anddidn

7、’treallycare)whatcustomersAsastate-ownedenterprise,ithadcapitalences.Asaresult,Hansmanagersspentthought.SomeofthepracticesthatWest-andtechnologiesatitsdisposal.Itshouldmostoftheirtimeknockingonthedoorsernbusinessestakeforgranted,suchashavebeenabletouseth