chapter 12
systems that reward behaviors reflecting the new core values. Change occurs only when it is actively supported by the
CEO, other top managers, and middle management.
115. Organizational controls are the formal, information-based procedures used by managers to maintain or alter patterns
in organizational activities. Controls provide the parameters within which strategies are to be implemented, as well as
forming guidelines for corrective actions when adjustments are required. There are two main types of controls: financial
and strategic. Financial controls focus on short-term financial outcomes. Strategic controls focus on the content of
strategic actions. Financial controls give feedback about the outcomes of past actions. Strategic controls focus on the
drivers of the firm’s future performance. Emphasizing either financial or strategic controls has important implications for
the strategic management process. For example, emphasizing financial controls often produces more short-term and risk-
averse managerial actions because financial outcomes may be caused by events beyond the managers’ direct control. In
contrast, strategic control encourages lower-level managers to make decisions that incorporate moderate and acceptable
levels of risk because outcomes are shared between the business-level executives making strategic proposals and the
corporate-level executives evaluating them.
116. Ethical practices should be institutionalized within the organization by being an integral part of the organizational
culture. Sustaining an effective organizational culture is one of the key leadership actions and one aspect of an effective
culture is that it promotes ethical behavior in the organization. Strategic leaders also develop explicit codes of conduct and
provide ethics training to disseminate those codes. Examples of specific actions taken by strategic leaders to develop an
ethical organizational culture include: (1) establishing and communicating specific goals to describe the firm’s ethical
standards (e.g., developing and disseminating a code of conduct), (2) continuously revising and updating the code of
conduct, based on inputs from people throughout the firm and from other stakeholders (e.g., customers and suppliers), (3)
disseminating the code of conduct to all stakeholders to inform them of the firm’s ethical standards and practices, (4)
developing and implementing methods and procedures to use in achieving the firm’s ethical standards (e.g., use of internal
auditing practices that are consistent with the standards), (5) creating and using explicit reward systems that recognize acts
of courage (e.g., rewarding those who use proper channels and procedures to report observed wrongdoing), and (6)
creating a work environment in which all people are treated with dignity.
117. Human capital represents the knowledge and skills of the firm’s entire workforce. Effective strategic leaders view
human capital as a capital resource that requires investment rather than as a cost to be minimized. It is thought that people
are the organization’s only truly sustainable source of competitive advantage. So, effective human resource management
practices are necessary to successfully select and use people to attain the firm’s goals. Not only must future leaders be
trained, but the entire workforce must be able to learn continuously to build skills and knowledge that lead toward
innovation. Layoffs can be disastrous because they strip skills and knowledge from the firm, leaving remaining employees
unable to perform their tasks effectively.
118. Strategic leadership is the ability to anticipate, envision, maintain flexibility, and empower others to create strategic
change. The CEO has primary responsibility for strategic leadership, which is shared with the Board of Directors, the top
management team and divisional general managers. The five key strategic leadership actions are: determining a strategic
direction, effectively managing the firm’s resource portfolio, sustaining an effective organizational culture, emphasizing
ethical practices, and establishing balanced organizational controls.