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Defining the role of a company within a globalized environment is not an easy task. Although it is highly recommendable for SMEs to expand, in most cases, entering the global market presupposes that considerable changes should be made to the company’s organizational culture and the policy of the relationships between the company members and their customers and partners.
Because of the need to cooperate with the representatives of other companies and to introduce new concepts of shared information management, as well as the use of resources, which calls for reconsidering the company’s mission statement from a simple and straightforward concept of providing their clients with nutritious food of high quality to following the principles of sustainability.
Introduction: KRAFT Foods and Its Organizational Culture
After years and years of perfecting their services and following their mission statement, which can be defined as supplying better products to people all over the world, the KRAFT Foods Company has finally decided to upgrade its standards in accordance with the principles of sustainability.
However, the given change required a reconsideration of the company’s mission statement and organizational culture. As a result, KRAFT Foods is facing a range of dilemmas, which can be solved by introducing a better system of information management (Green Package, 2013).
The Obvious Advantage of the Cultural Change: Further Expansion
The idea of gearing the company’s organizational culture towards sustainability principles is admittedly a very reasonable one, seeing how the core concepts of sustainability allow for more options in terms of collaboration with influential partners. More to the point, the new policies will allow for a less aggressive and more people-oriented organizational culture (How Kraft Foods is cooking up a change management culture, 2010).
Concerning the Possible Drawbacks: Loss of Corporate Identity
The suggested innovations, however, will also trigger a range of issues that may possibly cause a slight confusion among the company’s employees. One of the most obvious issues that the on-coming change in the mission statement of the company will entail concerns the reconsideration of the employees’ focus (Kraft Food’s mission statement, 2013).
While previously, for the most part, the latter clearly included the company’s clients, with the recent changes, it will be necessary to pay more attention to the process of expansion and, therefore, the relationships with the potential partners.
As a result, the quality of the process of communication between the company and its clients will be taken down a few notches. As a result, the company will experience the effects of customer dissatisfaction. In its turn, the lack of cohesion between the partners, as well as between the affiliates of a globalized company will affect the situation in an even more negative way.
Conclusion: Global Economy and the Associated Challenges
Despite the challenges associated with the reconsideration of the company’s organizational culture, an impressive surge of new opportunities, most of which are going to concern the company’s further expansion, can be expected with the adoption of the new strategy for the company’s organizational culture.
It should be noted, though, that the knowledge management system and the logistics strategies should be improved within the KRAFT Foods system so that the company could communicate with its clients and numerous partners efficiently. Together with the introduction of sustainability into the production process, the company should improve its information management system in order to meet the expectations of its target audience.
Green Package (2013). Global collaboration enables Kraft Foods’ culture change. Web.
Kraft Foods’ mission statement (2013). Web.