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The Lincoln Electric Company

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The Lincoln Electric Company
The Lincoln electric, founded by John C. Lincoln is now an American multinational manufacturer of welding products. Over the course of decades, it has obtained outstanding growth in all fronts; target markets, market share, production quantity, firm size, production variety etc. It has become a well-known and widely worked on case study, especially due to the firms policies and incentive systems. Rewarding its employees handsomely for the productivity, high quality, cost reduction ideas etc. James F. Lincoln`s philosophy of “Incentive management” with tree policies employment guarantee, yearend bonus and piecework based wages became company`s core strategy. Lincoln electric is a firm with strong fundaments and healthy business values.
Then after the death of John and James Lincoln came the hard times in 1980`s. Due to effects of inflation, higher costs, recession etc. Lincoln Electric (with George E. Wills as the firm president) faced a 40% drop in sales. Even through this management held its ground, no employees were laid off and no policies were altered. Nevertheless, sharing reward, equality for everyone, belief in the individual these shared values gave result and repaid over the next years, especially in 1993. When employees voluntarily postponed 614 weeks of vacation to meet customer demand
In order to evaluate the exportability outside the US, of Lincoln`s approach to the organization and motivation of employees, we need to first understand “the Lincoln way”. Specifically what has generated the outstanding and enduring success in US. These effects were caused by a combination of following. * Management controlling, monitoring and regulating the incentive system. * Recruiting self-motivated hard working staff, who are encouraged to work and initiate independently. Gives the employees a feeling of being their own boss. * Cultural norms and habits such as open communication, worker consultation. Giving everyone a way to be heard, answering and opening for 2-way communication. * Cost control strategy by maintaining lower cost manufacturing and low overhead. * Guaranteed employment and limited benefit, which turned out to be excellent HR policies. * Incentive system based on piecework salary and annual bonuses.
This gave the company somewhat of “invisible hand effect”. When everyone was thinking of his or her individual benefit, it resulted in the firm making profit as well. In addition came the entrepreneurial innovations and its ability to adapt to the technological revolution. But despite the great success domestically, Lincoln`s internationalization thrust of the late 1980s and early 1990s failed. This raised the question of whether Lincoln’s ideas were exportable.
During the entire case text, in everything the management stands for it is clear that the entire firm’s core concept revolves around brutally demanding productivity. Management themselves working inhumane hours, workers eyes constantly on how much they are producing and if they are reaching their set targets. With a constant competitive drive, eventually making workers compare their rate of production and mistakes with their fellow co-workers. Envying the ones that are ahead and have higher points. The merit system in my opinion is psychologically harmful and creates an over competitive and hostile environment. In addition, in some foreign markets, a higher living standard and a general culture prioritised health and happiness over wealth, thus Lincoln’s incentive seemed less attractive to them.
The policy is tight, with removal of basic benefits such as private parking for the managers, no mention of sick days or vacations etc. As a benefit over the compensation, it does offer a job guarantee to employees with a tree plus years seniority. Which can be considered a well-calculated marketing tactic. It offers its older employees job security but says nothing about working hours. Which implies that the firm can reduce working hours during market downturns and offer overtime as compensation during busy times. In my opinion economies/countries with high population or high unemployment rate especially the Asian market, this offer is highly lucrative. However, when it comes to the European markets, with a generally stable or decreasing population it might not present as big of a benefit.
It is worth noticing that in reality, senior management’s decision of rapid international expansion without altering its incentives method might have been a strategical error. This was sparked by entry of a Swedish firm ESAB and the fear of losing its market power, made Lincoln’s decisions naïve and uncalculated. Considering the amount of capital this operation might have required, it is highly likely that Lincoln electric used a significant amount of equity. Resulting in a reduction/shrinking of annual bonuses. After the shareholders had given up year-end bonus dividends for two years, workers had to also share the dept burden and simultaneously maintaining the stable growth in domestic productivity, to keep the company from bankruptcy. Then in 1992-1993, paying out bonuses in domestic market despite posting an overall loss again sparked turbulence within the firm.
Though the initial entry in foreign markets failed mainly due to reasons like, * The labour being unionized (having minimum wage restrictions on incentives), poor labour-Management relations, low productivity. * Management/headquarters being distant and unengaged. Inexperienced local heads. * European cultural barriers. People being less capitalistic, valued money less and vacation, free time, life quality more. * A period of global recession and overpriced markets for companies.
It is worth noticing that the Lincoln way of thinking and management control does not work regardless of markets. In time especially outside US, people have increasingly valued their working environment, condition and personal wellbeing more than just money. Financial piece rate incentives and controls related to productivity and cost, gives the employees little information about what direction the firm is heading. Whether its end goal is to increase market share, size, customer satisfaction, cost control or something else, is hard to convey. This in turns does not align management and employee goals. By controlling just productivity and cost, management has clearly undermined safety, health and related issues. Seen in the example in case information of the employee who did not change the dies. This could just as easily be negligence for something more important, just to make their mental quota or to produce more to earn more. This predicament became a warning for American companies about the challenges cultural differences and problem subsidiaries can create. It shows also how success can create bad habits and how important it is to keep on improving. It might be a good idea to check things that still work and before they are broken.

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[ 1 ]. https://en.wikipedia.org/wiki/Lincoln_Electric
[ 2 ]. http://jpkc.uibe.edu.cn/jingpin/jpkc2003/courses/mgt213j/download/icmcase2.pdf
[ 3 ]. http://www.theglobeandmail.com/report-on-business/careers/career-advice/lincoln-electrics-unconventional-approach-to-employee-relations-pays-off/article4319842/
[ 4 ]. http://www.nytimes.com/1994/09/05/business/rethinking-a-model-incentive-plan.html?pagewanted=all

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