Recommendations for Change at Red Star

In: Business and Management

Submitted By capwil
Words 3293
Pages 14
Recommendations for Change at Red Star
An Analysis of the Haier Group (A) Case

As Haier Group looks to Acquire Red Star, Zhang Ruimin must consider the strategy for change that he must implement. While the changes that need to be made may be obvious on the surface, the method he chooses to invoke change is critical to the initiative’s success. Zhang faces an organization that has suffered years of poor management, where no motivation exists throughout the business. Careful consideration of the circumstances at Red Star must be analyzed before employing Theory E, Theory O, or a synthesis of the two. The most effective conclusion to the method of change to be used as Haier Group acquires Red Star is a synthesis between Theories E and O; specifically, a focus on cultural change using a very programmatic plan. To be successful in his change effort at Red Star, Zhang must first consider what has worked well for him in the past. He has been through several campaigns for change while at the helm of Haier Group, originally known as Qingdao General Refrigerator Factory. His first effort started in 1984, on his first day at QGRF. Zhang chose to lead the organization because he saw it as a challenge. The company was suffering from poor quality and increased competition. Zhang saw the potential for a star in the industry and knew he was the right person for the challenge. The changes he made were both structural (Theory E) and cultural (Theory O) in nature. After successfully changing the organization Zhang focused on two more, the purchases Qingdao Air Conditioner Factory and Qingdao Freezer Factory. In both of these transactions he used both Theories E and O; however, more of the emphasis was on Theory O. How he used each of these strategies successfully holds the key to conquering integration of Red Star into the Haier Group. Theory E and Theory…...

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