MIT Sloan Management Review

Corporate Strategy, Leadership and Organizational Studies

A New Manifesto for Management

By Sumantra Ghoshal, Christopher A. Bartlett and Peter Moran

April 15, 1999

Managers need to define their companies as value creators rather than as value appropriators.

Why do corporations elicit such powerful love-hate responses? On the one hand, amid the decay of influence and legitimacy of other institutions — such as states, political parties, churches, monarchies, or even families — the corporation has emerged as perhaps the most powerful social and economic institution of modern society. Versatile and creative, the corporation is a prodigious amplifier of human effort across national and cultural boundaries. Corporations, not abstract economic forces or governments, create and distribute most of an economy’s wealth, innovate, trade, and raise living standards. Historically, they have served as a pervasive force for civilization, promoting honesty, trust, and respect for contracts. As the market sphere has grown to annex areas such as health and sports, companies loom even larger in the lives of individuals. People look to them for community and identity as well as economic well-being.

Yet, in the closing year of the century, corporations and managers suffer from a profound social ambivalence. Hero-worshipped by the few, they are deeply distrusted by the many. In popular mythology, the corporate manager is Gordon Gecko, the financier who preaches the gospel of greed in Hollywood’s Wall Street. Corporations are “job killers.”

There is so much uncertainty about what companies represent that Bill Clinton in the United States and Tony Blair in the United Kingdom set... To read the complete article, login or sign-up using the form below.

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