Essay on In Search of Excellence: Critique

1301 Words May 4th, 2005 6 Pages
Peter's & Waterman write of marketing but never refer to the marketing concept. However, is the philosophy of the marketing concept crucial to the theme of the book? Or, is the marketing concept compromised by the authors' interest in a product orientation.

The marketing concept's ultimate goal in essence is to satisfy an organisation's clientele, while at the same time enabling the company to survive and prosper. It stresses consumer-orientation in all facets of a company's operation. It also emphasises adoption of a cross-functional perspective so that everyone within the organisation can have some impact on the organisation's success in both the profitability and at the consumer level. (Zikmund / D'Amico 2002)

Peters and
…show more content…
(Peters & Waterman 1982)

Peters and Waterman's research has shown that excellent companies thrive by sticking to the basics instead of becoming bogged down by a convoluted theory of management. The excellent companies kept things simple in a complex and changing world. They listened to their employees and encouraged innovation. And they would bend over backwards for their customers. (Peters & Waterman 1982)

Peters and Waterman's excellent companies aren't bound by planning – they are flexible in their approach and recognize and welcome, rather than fear, change within their organization. (Peters & Waterman 1982)

In articulating this simple formula for success, Peters and Waterman have shed light on the failings of some organizations by holding their excellent companies up as a shining light, so that others may follow their example. They accept that these companies do have flaws, but that by following theses basic principles, they stand a better chance of prospering when others about them fall.

In Part Two, Peters and Waterman explain that too often management effectiveness is based on a textbook, business school approach and a negative rather than positive approach towards employees and innovation. They find that business has become dehumanized and the employee has been forgotten amongst the number crunching and quantitative analysis. And that management don't seem to take enough interest in their people and

Related Documents