Free Reign

Locander, William B.; Luechauer, David L.
July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p46
The article focuses on corporate bureaucratic structures and the alternative to "tightly" structured corporations. The authors argue that corporate managers who adopt what was called "simultaneous loose-tight properties" by Tom Peters and Robert Waterman in the book "In Search of Excellence," will be more successful in meeting customer needs. The authors examine the historical roots of bureaucratic structures in the United States to General Motors under the leadership of Alfred P. Sloan. Managers should set guidelines, not absolute rules, the authors argue; workers should be trusted to also make exceptions with the needs of the customer as the number one concern. They see worker empowerment to be flexible in meeting customer needs as the way that corporations should be organized. Managers should be coaches, not authority figures, they argue.


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