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Leadership for Sustainable Futures

Achieving Success in a Competitive World

Gayle C. Avery

Many managers in the English-speaking world are seeking an alternative to the prevailing business model which promotes a short-term, shareholder-value approach. In this accessible and highly topical book, Gayle Avery argues that this Anglo/US approach to capitalism and business is seriously flawed and does not bring the quality of life to individuals and societies that many people seek. But what is the alternative and do business leaders have a different choice?
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Chapter 2: Rhineland Case Study Enterprises

Gayle C. Avery


This chapter introduces 15 case studies from enterprises based in Germany and Switzerland. Many others could have been used to illustrate the Rhineland model in operation. The organizations included here were selected because they are consistent leaders in their fields, have been in business for at least two decades, exhibited growth in sales in 2002 and have weathered difficult times. All have two things in common: success and leadership following Rhineland practices in the Sustainable Leadership Grid. Some are household names, while others tend to be known only to specialists requiring their services or products. Aesculap is a leading supplier of surgical equipment and services; Allianz and Munich Re dominate in their respective global niches in the financial sector; Rohde & Schwarz leads in test measurement for radio and IT communications; BMW, Porsche and ZF star in the automobile industry; Migros dominates Swiss retailing; LodenFrey is a trend setter in fashion and textiles; Fraunhofer is acclaimed in contract research; Holcim and Seele excel in the global construction sector; Kärcher shines in cleaning products and solutions; Novartis specializes in pharmaceuticals and health care; and WACKER leads in organic and inorganic chemistry. Well-known BMW and Porsche were also the top scorers in a German industry ranking of firms on image and profile. In 2004, they were both rated ‘excellent’ by Manager Magazin.152 In the same survey, ZF and Allianz ranked forty-fourth and fifty-first, respectively. The performance of privately held and smaller companies is rarely published, excluding them from formal...

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