Should Gordon Back Marty's No-Holds-Barred Authenticity Approach
Marty Echt has three tools that have guided him to the current opportunity he has to help change the direction of Hunsk Engines. Marty possesses a reputation for past success, has experience transforming companies, and has the “verbal” unqualified support of the CEO, Gordon McMaster. The question of the case study, “Should Gordon back Marty’s no –holds-barred authenticity approach?” presupposes that Marty Echt could potentially be one of many marketing VP casualties left in the wake of opposition to corporate change.
Based on Marty’s past success, Gordon should back Marty’s approach to reconnecting with their customers through authenticity. If the direction Hunsk Engines was going prior to Marty’s arrival was effective, there would have been …show more content…
He began having a positive outlook, encouraging his players to “be smart” and “put a smile on your face”. Finally, '' He (Coughlin) also formed a leadership council, bringing in key players for regular meetings.” (Vecsey, New York Times, July 27th, 2008, p.7) By Coughlin exercising patience, being open to constructive criticism, and soliciting
honest feedback from the organization, media, and family members, he was able to create a buy-in to his philosophy. In 2008, these changes resulted in the NY Giants triumphing over the New England Patriots to win Super Bowl XLII. Finally, Marty could be more effective in the changes he is making at Hunsk Engines by clearly explaining the problem that the company faces by being detached from its authenticity and involving the employees in problem solving to fix it. Briggs (2007) found the following contrast between Nike and British Airways (Briggs, 2007, p. 1):
The workforce (at Nike) was in shock and disbelief when these changes were announced. Why? Because the ongoing positive style and tone of the internal communication from the leadership team in the preceding months had signaled that the business was in better shape than was actually the
Based on Marty’s past success, Gordon should back Marty’s approach to reconnecting with their customers through authenticity. If the direction Hunsk Engines was going prior to Marty’s arrival was effective, there would have been …show more content…
He began having a positive outlook, encouraging his players to “be smart” and “put a smile on your face”. Finally, '' He (Coughlin) also formed a leadership council, bringing in key players for regular meetings.” (Vecsey, New York Times, July 27th, 2008, p.7) By Coughlin exercising patience, being open to constructive criticism, and soliciting
honest feedback from the organization, media, and family members, he was able to create a buy-in to his philosophy. In 2008, these changes resulted in the NY Giants triumphing over the New England Patriots to win Super Bowl XLII. Finally, Marty could be more effective in the changes he is making at Hunsk Engines by clearly explaining the problem that the company faces by being detached from its authenticity and involving the employees in problem solving to fix it. Briggs (2007) found the following contrast between Nike and British Airways (Briggs, 2007, p. 1):
The workforce (at Nike) was in shock and disbelief when these changes were announced. Why? Because the ongoing positive style and tone of the internal communication from the leadership team in the preceding months had signaled that the business was in better shape than was actually the