Page 37 - Drambuie case study

Communication

One of the primary tasks Parnell set himself was to explain

the new strategy in person, he commented:

"I am not in the business of criticising the past running

of this company but it has been a somewhat secretive

organisation to say the least. That's no good. Everyone

from people in the office to the guys in Miami and

Sydney need to know they are on the same team."

Parnell had recognized that both internal and external

communication was something that Drambuie was not good

at. Consequently as well as including people in the loop the

staff for the first time were being "incentivised", targets

assigned and the measures of performance redrawn.

Moreover, Parnell took it upon himself to embark on global

forays to ensure his message was fully understood both

internally and externally.