Abstract
This assignment is a case study of a small Danish company called Oticon and shows how changes in the organization environment and personnel completely revolutionized the company. I have chosen this company because we have studied it in a previous course in November (Human Resources with Professor Alice Peinado) and this case has attracted my attention. Throughout the 1970's Oticon was the top hearing aid manufacturer in the world. However, in the 1980's, with the advent of digital technology and the entry of top electronic companies such as Sony and Phillips into the market, Oticon was losing money. In the late 1980's the company appointed a new President who decided it was time for change. Instead of trying to compete by improving the technology of their product, the new President looked at other factors including their customers, for ideas on how to improve their products and services. He decided that the company would provide a specialist customer care program that would fine-tune the hearing aid to suit each individual and the environment in which they lived and worked.
