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German Health Industry

  • Universal multi-player health care system
  • German hospital operates under diverse ownership

Private

Public

I Have A Dream

Become a trend setter

C-level Marketing

The Federal Ministry of Health

Integrated Solutions

unemployed are funded separately

social funds

regional health insurance

Local Players

AESCH

Aesch AG

THE END

GE

Phillip

Baxter

THANK YOU!

Aesch AG

Medical products focused upon Swiss precision engineering

ANNA

Matrix Style Organization

It is a global leader in advanced diagnostic imaging & IT system.

  • Newly appointed Marketing Director
  • Observed a shift in customer decision making
  • Change in Political Environment
  • Less emphasis on the power of individual products
  • Focus on integrated products
  • Aesch was unable to capitalize on old connections

Focus on building strong relationship with clients.

THE WAY OF MARKETING......

In Summary

  • Newly appointed
  • Did not know the VP' s personally

ANNA

Simplify and make impactful statements

Demonstrate reasoning

Preach Change

Set milestone targets

Implement change in small steps

Group

Implementing &

Sustaining Change

Consultant Group 33

Engaging & Enabling

organization

Games at play

Aesch AG

Alliance Building Game

Create the Climate for Change

Young Turks Game

Budgeting Game

Strategic Candidate Game

Rival Camps Game

In the changing process......

the advocate

the sponsor

I feel the needs to show political behaviour in order to gain power again.

the target

changing agents

ANNA

Mintzberg

  • politics arise and capture the organization

FACTORS

we have different objectives and expectations

political conflict

  • Venetia ASOURMATZIAN
  • Steve PAN
  • Zhi CHAI
  • Mohammad Sadiq KHURSHID
  • Meiwei JIAO
  • Matt PROWSE
  • Xinhe JIANG
  • Temitayo LONGE

Duty and social environmental-based

Structural

Personal

specifications of Anna's job

Female managers need to attain more power

  • Anna wasn't able to implement the required solutions
  • She didn't have any contral power
  • Natural player

Anna lacked the autonomy and power:

  • to translate the insights of the market
  • to implement them into the overall marketing strategy 哦of the organization

We want to achieve what we needs.

organization = rational entities

Managers are neutral

Emergence of political behavior

politics

In times of difficult change,

multiple political arenas play out in large organizations

AESCH

'small across business project'

My dream is to keep the company in the leading position

ANNA

Aesch

We don't want to dedicate our budget

VPs

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