Abstract
According Leonard Nadler , the Human Resources "refer to a series of organized activities conducted within a specified time and designed to produce behavioral change". The main task of this function is to focus on employees within an organization: if the firm is able to create a good corporate culture, people will increase their motivation and skills to reach their professional goals. In fact, the financial situation or the equipment rate, for instance, doesn't guarantee a healthy structure and position on the market. The Employees are the heart of an organization
What does it mean? Few years ago the managers have realized that in order to guarantee a positive development, they have to improve the internal situation. Training, wages, bonuses, communication between departments seems like the solution to create cohesion and solidarity in the company.
The Danish hearing aid manufacturer, Oticon, has faced this problem. Even if they did have a good brand name and a strong position on the market; with the entry of new technologies its traditional internal management failed. In order to curb these issues, the conservative managers decided to hire Lars Kolind, as the new CEO: the third management team of Oticon since its inception in 1904. In order to be efficient, the man had to identify some essential key factors to establish a long term management strategy: What are we doing? Why are we doing it? How are we being evaluated? How can we make sense of it? How can we make sense of it to others? The result was a radical change to develop new competitive advantages thanks to a new corporate culture.
How to reach the goal? How to manage employees to make them more efficient and involve in the brand's activities? How to structure the company?
In the first part, we will try to answer these questions by identifying the different aspects of this new organization, which are designed to foster creativity. Then, we will examine the Oticon leadership and analyze the human resources development dynamics. To conclude, we will explain if it can be interesting to work for such a company.
