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Welch at Ge

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[2] What is Welch’s objective in the series of initiatives he launched in the late 1980s and early 1990s? What is he trying to achieve in the round of changes he put in motion in that period? Is there a logic or rationale supporting the change process?

We can say that Welch’s approach to business improvement has gone through three different cycles of learning:

a) In the first cycle (from early 1980s to late 1980s) he focused GE on the elimination of variety in its portfolio of businesses by reducing the nonperforming businesses. He launched the “#1 or #2” approach. The central idea that guided GE’s business decisions was that those business areas that intended to compete in global markets must either be or become number-one or number-two in their market places. Those businesses that had no chance of attaining this goal were to be fixed, either sold or closed. During this stage almost 200 businesses were sold off and more than 370 acquisitions were achieved. The rationale behind managing the portfolio of businesses was to ensure that GE would make the best use of its capital for appropriate investments. To strengthen this measure, Welch eliminated the sector level, ensuring that all businesses reported directly to him, situation that would create more pressure and control on the businesses’ CEO to deliver results.

b) In the second cycle (from late 1980s to mid-1990s), once GE had focused itself on targeted business areas, Welch focused the company on simplifying and eliminating non-value-added activities through creative efforts of teams using Work-Outs. This tool was used to assure quick decision-making based on the consideration and analysis of the ideas of all involved people from all levels. GE designed Work-Out based on the behavioral premise that those people who are closest to the work know it best and are in the best position to determine how to

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