WhirlpoolEffective Strategies for Media Companies December 2009 Felix Oberholzer-Gee Harvard Business School 惠而浦公司Effective Strategies for Media Companies December 2009 Felix Oberholzer-Gee Harvard Business School 1
Brand-Focused Value Creation 以品牌为重心的价值创造 2
Brand Value - ROE 品牌价值 – 股本收益率 《新闻周刊》最佳全球品牌排名 3
Change at Whirlpool Corporation ?Whitwam launches a sweeping effort to spark “innovation from everywhere and everyone” –Forms I-teams in each region ?25 employees, 9 months, diverse backgrounds ?I-boards with senior leaders support I-teams ?Innovation seed fund at regional and CEO level ?Resource allocation –Division must spend 10% of capital allocation on innovation 惠而浦公司的变革 ?维特汉姆作出大量努力以激发“人人创新，处处创新” –在每个区域形成多个创新团队（I-team） ?25名员工，9个月，不同背景 ?创新委员会（队（I-team） I-board），其中高层领导支持各创新团?区域级别和CEO级别的创新种子基金 ?资源分配 –部门必须将10%的资金分配于创新 4
Learning to Innovate ?Catalog “orthodoxies “ ?“Day in the Life of…” ?Achievements and distinctive competencies ?Competitive advantage in the value chain 学习创新 ?编录“陈规” ?“…生命中的一天” ?成就和独特能力 ?在价值链中的竞争优势 5
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