Denise Morrison is one of the influential women leaders globally. She had a bent for business when she was still a young girl. She grew up to give a meaning to the industries by satisfying the customers’ needs. Morrison joined Campbell company when it was still experiencing a lot of challenges. The crisis was a s result of the nutritional value of the products being produced in the company. First, Morison had to create a strong, as well as transformational objective that involved change of focus of the food icon. However, she said that the company was old enough tho influence changes, notably the company culture. She organized the team members to focus on creating value on the bases of nutritional as well as emotional requirements. Instead of producing food as a commodity and a source of income, Morrison created a brand that was fit for the community consumption. Understanding the company’s challenges helped Morrison to apply her skills in saving the company’s reputation.
According to Morrison, Americans are usually apprehensive to the content of their foods, notably the nutritional value. Also, the process used in preparing the food is one of the primary concerns of the Americans. As a CEO, Morison created a brand that met the needs of the consumers and set a tone for future development.
Additionally, Morrison challenged the company’s organizational structure that had been in place for 45 years. The structure was not effective to the company’s development since it was not meeting the consumers’ needs. The company was in a state of stagnation and Morison had to act to save the company. Her main agenda was to bring out a change in the company by encouraging other workers to embrace the changes. “The first thing I did was, add the value of courage to our core values. Moreover, in doing so, I encouraged people to take bolder moves and bigger risks” Thus, the change of organizational structure was meant to ensure better service to the consumers.
Morrison focused on a critical leadership conduct, which focused on fresh, as well as reconstituted ingredients. The company had to get rid of the artificial ingredients that were initially used in the food processing. Also colors used in the food production were eliminated. Similarly, the company ceased from using genetically modified foods and focused on natural ingredients from naturally growing plants. Several organizations do not disclose their company’s information until the government intervenes to scrutinize their services. However, Campbell has created a website that contains the company’s data, as well as the sources of their ingredients. The company’s transparency has attracted a lot of customers to invest in the company. Similarly, Morrison established an initiative to help the vulnerable communities acquire food security, as well as nutrition security. She works with local communities to develop school gardens to help increase the nutritional needs of the communities.
Morrison utilized various leadership actions, as well as techniques to establish an effective structure for the company. First, she worked and encouraged the workforce to identify the actual, as well as perceived consumer needs so that the company can work towards achieving them. A group of potential workers was chosen to carry out research based on identifying the consumer needs. The group also formulated strategic interventions that were used to ensure proper service delivery in the firm. Morrison also used open communication whenever she wanted to pass a message to the company’s executive team. Morrison conversed the firm’s expected actions, as well as the intended workforce conducts. Similarly, she encouraged establishment of an organizational beliefs that were effective to ensure the new organizational changes materialize.
Morrison career started her leadership career in Procter and Gamble company, which is based in Boston, Massachusetts. The company deals with detergents. She was in charge of the sales department in the company. She also served as the vice president, as well as the general manager at Kraft Foods, before working at Campbell. Similarly, she worked for Nestle, Pepsi-Cola company, as well as Nabisco company. Previously, Morrison had worked in other filed like sales department, where she supervised the company sales successfully. However, the skills are different from what she accomplished as the president in Campbell. In Campbell she was able to create an effective environment that fostered courage among employees to work in meeting the customer needs. Morrisons leadership skills helped to instill the required behavior of the workers to improve the delivery of services. Also the structural changes helped to produce products with nutritional value as expected by the community. Therefore, Morison’s approach as a president in Campbell helped to improve the firm’s effectiveness.
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