Page 366 - The Case Lab Book
P. 366
Bayer saw
the
selection of
the core
values for
an
organization as being guided by three words: test, test, and test.
Moreover, he had seen an ever-increasing number of iconic brands become the
standard bearers for a new way for business to operate. These included Coca-Cola,
Mattel, Home Depot, Marks & Spencers and Wal-Mart. Responding to challenges
requires more than a short-term perspective; it means that organisational leaders have
to trade off competing priorities, such as returns to shareholders, with responsibilities to
the environment or community stakeholders.
