Quaker Oats Company:
Determining Core Competencies
An American household name, Quaker has diversified well beyond it’s
iconic oatmeal in the barrel package – one of the first efforts to brand
a commodity. Besides producing cereals, it produces snacks, Aunt
Jemima, Gatorade, and pet foods, Like many major corporations, Quaker
had seen the need continually re-interpret its corporate values and to
build on diversity of opinions through teams. But when they tried to
reach consensus on what their major corporate strengths or so-called
core competencies[i] were, it seemed their differences brought only
They were unable to bring their diverse points of view together to define a future direction for the firm and kept coming up with what seemed like contradictory, mutually exclusive ideas, or things that didn’t fit together.
Working through a long list of questions beginning with Corporate Bearings to get at the deeper issue of bringing divergent viewpoints together to the benefit of the company, Determining answers to several key questions.
The group came to agree on a set of core competencies, but, more important, they came to appreciate their different points of view, and saw how diverse opinions can actually build on each other and be a source of strength, when handled in a supportive environment like the PathFinder process.
[i]This important focus in business is being led by Prahalad and Hamel, as articulated particularly in their article “The Core Competence of the Corporation” published in the Harvard Business Review, May-June, 1990. pp. 79-91..
Levi Strauss & Co.
This 150-year-old company (LS&CO.), the originator of the iconic blue jean which is the most successful clothing product ever developed, ran into trouble in the late ’90s as sales fell from over $7 Billion in 1996 to slightly over $4 Billion in 1999.
One assumed the cause of precipitously falling sales, in the minds of many critics, was that Levi Strauss focused more on employee-oriented values and being “socially responsible” than serving their retail customers and consumers. One leading business journalist even stated that Levi Strauss was a “failed utopian management experiment.” (To which the incoming CEO said: “Baloney!).
The Worldwide Leadership Team (WLT) looked at the Values of LS&CO. from the perspective of the marketplace — what are the values behind the iconic Levi’s and Dockers brands? They inquired into what society expects and what did the company want to contribute to society. Lastly, they inquired into what employees expected today and how the values have been lived, formed and tested by reflecting on the LS&CO. history of operations and decisions over decades. The WLT was asked to reflect on their own values in business and how they had been formed and tested.
Interpreted the evidence of the inquiry they saw that four values emerge:
Empathy, Originality, Integrity, and Courage.
Based on these values, the core purpose of the organization became clear:
“People love our clothes and trust our company.
We will market the most appealing and widely worn casual clothing in the world.”
And from this emerged an aspirational goal which is unique to LS&CO.:
“We will clothe the world!”
However, the decision to go
The Development of the LS&CO.
Collaborative Leadership Principles and Model.
After the “LS&CO. Way” − Statement of Values, Core Purpose
Assign a new sales strategy
Time magazine is one of the world’s great magazines pioneering the newsweekly format. It has a strong editorial content and was one of our most successful magazines in terms of advertising revenues. However, with the proliferation of news media, maintaining profit margins had been difficult. Jack Haire, the new Time publisher, needed to address the issue and had some concerns.
Focusing the sales force on more creative, relationship-oriented clients, who would better fit with Time’s editorial strengths rather than clients just interested in buying “tonnage”—advertising at the lowest price.
Use CORPORANTES PathFinder Notebook in a process that will articulate Jack’s hypothesis and then test it against the evidence that he had seen.
Jack wrote instructional notes in half of the sections, paying particular attention to the Explore sections where he could gather his evidence to support or challenge the hypothesis that he had listed under Begin.
Working through the method of inquiry over the next several weeks, Jack was able to make clear what he felt was the right answer and articulate his reasoning to his sales force so they could think along with him, test and affirm or change the evidence, and reach a joint conclusion.