Ge Case Background

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GE’s Two-Decade Transformation: Jack Welch’s Leadership GE Change Issues: Welch’s Early Priorities: GE’s Restructuring • In 1981, CEO Jack Welch challenged each to be “better than the best” and set in motion a series of changes that were to radically restructure the company over the next five years. • #1 or #2: Fix, Sell, or Close. Welch set the standard for each business to become #1 or #2 competitor in its industry or to disengage. GE managers struggled to build #1 or #2 positions in a recessionary environment and under attack from global competitors. Scores of businesses were sold, including central air-conditioning, housewares, coal mining, and eventually even GE’s well known consumer electronics business. • Between 1981 and 1990, GE’s business portfolio changes drastically. GE sold off more than 200 businesses, freeing up more than $11 Billion of capital. In that same timeframe, major acquisitions took place, investing more than $21 billion. • Welch’s insistence that GE become more lean and agile resulted in a highly disciplined destaffing process aimed at all large headquarters groups. Welch next scrapped GE’s laborious strategic planning system and with it the remaining corporate planning staff. He replaced it with real time planning built around a 5 page strategy playbook. Each playbook provided simple one page answers to five questions concerning current market dynamics, the competitors’ key recent activities, the GE business response, the greatest competitive threat over the next 3 years, and the GE business’s planned response. • The budgeting process was equally radically redefined. Results were now evaluated against external competitively based criteria rather than past performance. • In 1985, Welch eliminated the sector level, previously the powerful center of strategic control. Welch ensured all businesses reported directly to him by

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