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3529 A Mehta/ Elixir Marketing 36 (2011) 3529-3534

Available online at www.elixirjournal.org

Marketing
Elixir Marketing 36 (2011) 3529-3534

A thought for WOW (What or Why) management


A Mehta
Christ University Institute of Management, Bangalore.

A R TI C L E I N F O A B ST R A C T
Art i c l e h i st ory : Providing an efficient, effective, accessible and adaptable products and services has
Received: 18 May 2011; become an increasingly daunting task for corporate and business enterprises. Management
Received in revised form: must formulate and implement the strategies which are feasible and adaptive as well as
8 July 2011; significantly articulate them with clear vision and mission. A secondary data review of the
Accepted: 18 July 2011; mission and vision statements(What aspects) from a world known quality and value oriented
MNCs of the two different sectors((with special reference to Microsoft and the Coco-Cola
K ey w or d s company) were performed, and two key components were found to constitute a well
Mission, Vision, conceived, viable, and easily diffused reasons(Why aspects ) for the definitions of the
The Coca-Cola Company, corporate vision and missions. The prevalence of these two key components in comparison
Microsoft Corporation, to other types of institutions and corporate can be compared and discussed as a part of
WOW Management, future research.
Strategic Management, 2011 Elixir All rights reserved.
Business Strategy,
Values, Corporate Culture.

Introduction scholarships and youth programs to encourage the study of


In the methodology, business or enterprise strategic goals technology and science and work with our senior executive
are translated into measurement goals (Basili, 84), (Briand 96) leadership team to ensure that diversity and inclusive best
by first identifying high-level business goals and then refining practices are deeply embedded throughout our work
them into concrete operational statements or sub goals with a environment. We know that these goals provide a solid
measurement focus. This refinement process involves probing foundation to creating a highly engaged workforce with a shared
and expanding each high-level goal by using it to derive purpose of achieving Microsofts mission. www.microsoft.com
quantifiable questions whose answers would assist managing the Key Growth Strategies
organization. The questions provide concrete examples that can Microsoft's Global Diversity & Inclusion (GD&I) strategy
lead to statements that identify the type of information needed. is a fundamental link in our business priorities. We work with
What can be the Vision and Mission of the Corporate/ senior executives from various business groups and corporate
Management? functions across the company to drive our goal of market
Microsoft Corporation (www.microsoft.com) leadership through diversity excellence. www.microsoft.com
A Vision and Strategy for the Future The pillars of our global diversity and inclusion strategy are:
Diversity and inclusion are integral to Microsofts vision, Representation: Building a Pipeline of Future Leaders
strategy and business success. We recognize that leadership in Microsoft focuses on building our employee pipeline, while
todays global marketplace requires that we create a corporate actively recruiting and hiring the worlds top talent from all
culture and an inclusive business environment where the best groups within society. Microsoft achieves diversity recruiting by
and brightest diverse mindsemployees with varied leveraging relationships with schools and professional
perspectives, skills, and experiences--work together to meet organizations. These organizations include the National Society
global consumer demands. The collaboration of cultures, ideas, of Hispanic MBAs, Society of Women Engineers, National
and different perspectives is an organizational asset and brings Black MBAs, the American Indian Science and Engineer
forth greater creativity and innovation. Learn about our Society, the American Association of People with Disabilities,
commitment to global diversity and inclusion, including our the Gay, Lesbian and Straight Education Network and more.
vision, strategy, and plans for the future. Understand why at Microsoft also offers several programs that provide students
Microsoft, global diversity and inclusion is a long term business- in grades K12 with opportunities to interact with todays
critical principle that is linked to the current and future success technology and learn about careers in this industry. One such
of our company. Microsoft is on an accelerated path of growth. program is the worldwide Microsoft DigiGirlz which provides
We recognize that in order to achieve our aggressive leadership high school girls with opportunities to learn about careers in
goals we must leverage the intellectual power and harness the technology, talk with Microsoft employees about their life
creative energy of top, highly trained individuals from all experiences, and enjoy hands-on computer and technology
regions of the world, and those from a wide range of diverse workshops
backgrounds. We actively seek to foster greater levels of Inclusion: Creating Engagement in the Work Environment
diversity in our workforce by partnering with our outreach Microsoft recognizes that diversity gains will not be
partners which include academic institutions, professional sustained if the work environment does not promote behaviors
organizations, and national advocacy groups, offering that encourage new ways of problem-solving and reward

Tele:
E-mail addresses: arpitamehta03@gmail.com
2011 Elixir All rights reserved
3530 A Mehta/ Elixir Marketing 36 (2011) 3529-3534

diversity of thought. We provide Microsofts leaders with Profit: Maximize long-term return to shareowners while being
cultural competency training and GD&I best practice mindful of our overall responsibilities.
management strategies and offer employees ample opportunities Productivity: Be a highly effective, lean and fast-moving
to network and build key stakeholder relationships, thereby organization.
fostering a culture of inclusive behaviors. Microsoft also Our Winning Culture (www.thecoca-colacompany.com)
supports Employee Resource Groups (ERGs) and Employee Our Winning Culture defines the attitudes and behaviors
Networks (ENs) which provide cultural awareness and social that will be required of us to make our 2020 Vision a reality.
networking, and are linked to the overall business goals of the Live Our Values (www.thecoca-colacompany.com)
organization. Members voluntarily work together and serve as Our values serve as a compass for our actions and describe
internal resources to ensure that diverse perspectives are how we behave in the world.
included in business operations, marketing and product Leadership: The courage to shape a better future
development activities. These organizations provide career Collaboration: Leverage collective genius
development, support, networking opportunities, mentoring, Integrity: Be real
community participation, product input, and assistance in Accountability: If it is to be, it's up to me
activities that promote cultural awareness. Their programs Passion: Committed in heart and mind
include speaker series, scholarship programs, community Diversity: As inclusive as our brands
service, development conferences, and heritage celebrations. Quality: What we do, we do well
Innovation: Driving Market Excellence Focus on the Market (www.thecoca-colacompany.com)
Microsoft believes that building the best software means Focus on needs of our consumers, customers and franchise
incorporating the talents of our varied workforce into our partners
products, and recognizing the needs and priorities of our diverse Get out into the market and listen, observe and learn
customer, supplier and partner base. We are committed to Possess a world view
supplier diversity, which includes working with certified and Focus on execution in the marketplace every day
highly trained minority, women, veteran-owned businesses, and Be insatiably curious
businesses owned by persons with disabilities, as well as with Work Smart (www.thecoca-colacompany.com)
small businesses seeking to purchase competitively priced Act with urgency
quality goods and services from Microsoft. In fiscal year 2009, Remain responsive to change
Microsoft spent more than US $1 billion dollars working with Have the courage to change course when needed
over 1,255 suppliers that are woman-owned, minority-owned, Remain constructively discontent
and veteran-owned businesses. This spend has increased by Work efficiently
more than 250% in the last few years Act Like Owners (www.thecoca-colacompany.com)
The Coca-Cola Company (www.thecoca-colacompany.com) Be accountable for our actions and inactions
Mission, Vision & Values Steward system assets and focus on building value
The world is changing all around us. To continue to thrive Reward our people for taking risks and finding better ways to
as a business over the next ten years and beyond, we must look solve problems
ahead, understand the trends and forces that will shape our Learn from our outcomes -- what worked and what didnt
business in the future and move swiftly to prepare for what's to Be the Brand (www.thecoca-colacompany.com)
come. We must get ready for tomorrow today. That's what our Inspire creativity, passion, optimism and fun
2020 Vision is all about. It creates a long-term destination for Why the management need Vision and Mission for the
our business and provides us with a "Roadmap" for winning corporate?
together with our bottling partners. Segment 3.1: For Strategic Thinking and Resource
Our Mission (www.thecoca-colacompany.com) Management
Our Roadmap starts with our mission, which is enduring. It Internal Analysis, External Anlysis, Business-Level
declares our purpose as a company and serves as the standard Strategy, Corporate-Level Strategy, Strategic Financial
against which we weigh our actions and decisions. Management: Strategic Investment Decisions Risk Analysis
To refresh the world... Strategic Financing Decisions - IPOs Investment Banking
To inspire moments of optimism and happiness... Lease Financing Hybrid Financing, Strategic Operations
To create value and make a difference. Management: Retail operations strategies; manufacturing and
Our Vision (www.thecoca-colacompany.com) production operations strategies; service sector operations
Our vision serves as the framework for our Roadmap and strategies; global operations strategies; supply network
guides every aspect of our business by describing what we need operations strategy, Strategic Human Resource Management:
to accomplish in order to continue achieving sustainable, quality Employee resourcing strategy objective, Strategic human
growth. Resource Management approach, integrating business and
People: Be a great place to work where people are inspired to resourcing; Performance Management, Strategic Human
be the best they can be. Resource Development principal concerns, Employee
Portfolio: Bring to the world a portfolio of quality beverage Relations Strategy formulating strategies, Strategic Marketing:
brands that anticipate and satisfy people's desires and needs. Identifying attractive markets, measuring market opportunities,
Partners: Nurture a winning network of customers and differentiation and positioning; marketing strategies for new,
suppliers, together we create mutual, enduring value. growth, mature declining markets and new economy; organizing
Planet: Be a responsible citizen that makes a difference by & planning for implementation; measuring and delivering
helping build and support sustainable communities. market performance, strategic management process, analysis of
internal / external environment, key concepts guiding strategy
3531 A Mehta/ Elixir Marketing 36 (2011) 3529-3534

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Sherman, Arthur W. Jr. and George W. Bohlander. Managing Arpita Mehta had received B.B.A., M.B.A., M.F.A.,
Human Resources. South-Western Publishing Co. PGDHRM and Lic, (III) from well known Indian universities.
Smith, C. and J. Warmer. 1979. On Financial Contracting: An She is an M.Phil, Research Scholar at Christ University Institute
Analysis of Bond Covenants. Journal of Financial Economics of Management, Bangalore, India. She has more than four years
7, pp. 117-161. of industry experience. She is an Ex SAP FICO Consultant. Her
Spiegel, Y. (2005): .The Incentive to Participate in Open Source research interest includes ERP, Entrepreneurship, Strategic
Projects: A Sig- naling Approach,.mimeo, Tel Aviv University. Management and Research Methodology. Email:
Steers, Richard M. Introduction to Organizational Behavior. .mehta0108@gmail.com
Harper Collins Publishers, Inc.

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