DYSON CASE STUDY DYSON CASE STUDY

Atul Kumar JainAtul Kumar Jain Hasmeet KaurHasmeet Kaur Lai Kian Wei Lai Kian Wei Lee Siow Woei Lee Siow Woei Sreerag T GangadharanSreerag T Gangadharan Murali KrishnanMurali Krishnan

INTRODUCTIONINTRODUCTION

Board of Directors

FinanceLogistics R & DOperations HRMMarketing

CEO

Production

CURRENT STRUCTURE OF DYSON

Pressuresfor

Globalintegration

Pressures for Local Responsiveness

WEAK STRONG

STRONG

WEAK

DETERMINATION OF ORGANISATIONAL STRUCTURES

Source : Kelly (2009)

Functional

Regional

Product

Customer

Traditional Structure International Structure

1.

2.

3.

4.

PROPOSED STRUCTURE OF DYSON

HRM HRM HRMHRM

Board of Directors

CEO

Liaison Production

ASIA

M

L

O

L

O

M

EUROPE

O

L

M

AUS &NZ

O

L

AMERICA

M

R & D

THE CULTURAL ICEBERGTHE CULTURAL ICEBERG

Conscious behaviors 1/8th above the

surface

Unconscious beliefs

and values7/8ths below the

surface

Modified from : Gary R. Weaver (1998)

Disagreements

Retentions

Communications

CULTURAL CHALLENGES IN DYSONCULTURAL CHALLENGES IN DYSON

Ethnocentrism

Challenges

POSSIBLE SOLUTIONSPOSSIBLE SOLUTIONS

“Culture – assimilate it, protect it, value it”Source : Herriot and Pemberton (1995)

HCN Strategy(Kelly 2009)

Impact of Culture on Use of Information and Impact of Culture on Use of Information and Knowledge ResourcesKnowledge Resources

Modified from : De Long, D. and Fahey, L. (2000)

INP

UT

Firm Infrastructure

Human Resource Management

Technology Development

Procurement

Inbound Logistics

Operations Outbound Logistics

Marketing & Sales

Services

Research &

DevelopmentInbound Logistics

Operations Outbound Logistics

Marketing & Sales

Services

OUTPUT

Modified from : Porter Value Chain Model (1985) adopted from Kelly (2009)

Information Flow

Info

rmati

on F

low

International Organisations for International Organisations for StandardisationsStandardisations

CONCLUSIONCONCLUSION Step-by-step changes (minimum risk)Step-by-step changes (minimum risk)

Kaizen (continuous improvement)Kaizen (continuous improvement)

A

D

B

C

Performance

PeriodModified from : Joshi A.W. (2009)

Q & AQ & A

ReferencesReferences

Adler, N. J. (1991), International Dimensions of Organizational Behaviour Adler, N. J. (1991), International Dimensions of Organizational Behaviour (2(2ndnd editions), PWS-Kent, USA editions), PWS-Kent, USA

De Long, D. and Fahey, L. (2000), Diagnosing culture barriers to knowledge De Long, D. and Fahey, L. (2000), Diagnosing culture barriers to knowledge management, Academy of Management Executive (November 2000) 14(4), management, Academy of Management Executive (November 2000) 14(4), pp 113-127pp 113-127

Gapp R., Fisher R. and Kobayashi K. (2008), Implementing 5S within a Gapp R., Fisher R. and Kobayashi K. (2008), Implementing 5S within a Japanese context : an Integrated Management System, Griffith Business Japanese context : an Integrated Management System, Griffith Business School, pp 565 – 579School, pp 565 – 579

Herriot, P. and Pemberton, C. (1995), Competitive Advantage Through Herriot, P. and Pemberton, C. (1995), Competitive Advantage Through Diversity, SAGE, United KingdomDiversity, SAGE, United Kingdom

Kelly, P. (2009), International Business and Management (Custom Edition), Kelly, P. (2009), International Business and Management (Custom Edition), Cengage, United KingdomCengage, United Kingdom

Marimon F., Heras I. and Casadesus M. (2009), ISO 9000 and ISO 14000 Marimon F., Heras I. and Casadesus M. (2009), ISO 9000 and ISO 14000 Standards: A Projection Model for the Decline Phase, Vol. 20, No 1, pp 1-21Standards: A Projection Model for the Decline Phase, Vol. 20, No 1, pp 1-21

Porter M.E. and Millar V.E. (1985), How Information Gives You a Porter M.E. and Millar V.E. (1985), How Information Gives You a Competitive Advantage, Harvard Business Review, July-August 63, pp 149 – Competitive Advantage, Harvard Business Review, July-August 63, pp 149 – 174174

ReferencesReferences

Saliola F. and Zanfei A. (2009), Multinational Firms, Global Value Chains Saliola F. and Zanfei A. (2009), Multinational Firms, Global Value Chains and The Organisation of Knowledge Transfer, Research Policy, pp 369 – and The Organisation of Knowledge Transfer, Research Policy, pp 369 – 381381

Sohail M.S. and Teo B.H. (2003), TQM Practices and Organizational Sohail M.S. and Teo B.H. (2003), TQM Practices and Organizational Performances of SMEs in Malaysia, An International Journal, pp 37-53Performances of SMEs in Malaysia, An International Journal, pp 37-53

Weaver, G. R. (1998) ‘Culture, communication and conflict : readings in Weaver, G. R. (1998) ‘Culture, communication and conflict : readings in intercultural relations’ (2intercultural relations’ (2ndnd editions), Simon and editions), Simon and SchusterSchuster

http://www.iso.org/iso/home.htmlhttp://www.iso.org/iso/home.html