Straight from the CEO

America's foremost management consulting firm PricewaterhouseCoopers, joins forces with 30 of the world's most successful CEOs to reveal innovative ways to revitalize a company and improve the all-important bottom line.

CONTENTSBoard of ContributorsForewordWhat We Can Learn from CEOsKlaus M. Schwab, President, World Economic ForumIntroductionCEOs Demand the ABCs -- Awareness, Belief, and ConductG. William Dauphinais and Colin PricePart IGLOBALIZATION: The Tempo Heats Up1. Flemming LindelØV, Carlsberg GroupThe Best International Brands are "Glocal"2. Percy Barnevik, ABB Asea Brown Boveri Ltd.Creating a Federation of National Cultures3. Felix Rosenberg, SwisscomPoised for the "Big Bang": Winning in the Deregulation Game4. Mário Pais de Sousa, Vulcano-TermodomésticosSmart Shopping in the World Supermarket of Management Ideas5. Minoru Murofushi, Itochu CorporationAn Agile Giant6. Rahul Bajaj, Bajaj Auto Ltd.Bajaj: The New Face of Emerging Market Competition7. James J. Schiro, Price WaterhouseThe New Phase of GlobalizationPart IIRADICAL CHANGE: Turning Up the Volume8. Cor Herkströter, Royal Dutch/ShellRoyal Dutch/Shell: Rewriting the Contracts9. Dr. Heinrich von Pierer, Siemens A.G.Changing Supertankers into Speedboats10. Patrick Haren, Northern Ireland ElectricityConjectures on Change: A Letter to the CEO11. Serge Tchuruk, Alcatel AlsthomDriving Fundamental Change at Alcatel: A New Prism on Customer Focus12. Dr. Kenneth W. Kizer, U.S. Department of Veterans' AffairsHealth Care, Not Hospitals: Transforming the Veterans' Health Administration13. Sir Richard Evans, British AerospaceA Benchmark That Brought Managers in from the ColdPart IIILEADERSHIP: Giants of Value Creation14. Sir Colin Marshall, British AirwaysFrom Apprentice Ship's Purser to CEO: A Journey in Search of the Customer15. Eckhard Pfeiffer, Compaq Computer CorporationFuture Tilt: How and Why Companies Need a Culture of Continuous Renewal16. Michael Z. Kay, LSG/SKY ChefsMemo to a Turnaround Boss17. Sadako Ogata, The Office of the United Nations High Commissioner for RefugeesStakeholders Are a Reality Check for World Refugee Group18. Robert B. Shapiro, Monsanto CompanySparking the Growth Engine at Monsanto: Using Shareholder Value as the Driving Framework19. Michael Critelli, Pitney Bowes Inc.Communicating in the Information Age: The Leadership FactorPart IVCULTURE: Fifteen Glorious Years!20. Melvin R. Goodes, Warner-Lambert CompanyTransforming the Culture of a Global Enterprise...One Employee at a Time21. Don Argus, National Australia Bank GroupFocusing Leadership Through Corporate Values: A Key Driver for Success22. Walter Shirley, Chase Manhattan BankThe Art of the Inclusive Merger23. Dirk Blaeslng, Fairway FilamentosA Joint Venture That Found More than Synergy24. Javier Herrero, IberdrolaShaping Culture with Activity-Based Management25. Tanri Abenc, Bakrie & Bros.From "Dynasty" to Rule by MBAsPart VINNOVATION AND CREATIVITY: No Finger Painting, Please26. Southwood J. Morcott, Dana CorporationIgniting a Firestorm of Creativity27. Kenneth L. Lay, Enron CorporationComing Soon to Your Home and Business: The New Energy Majors28. Justus Veeneklaas, Philips AustraliaReinventing Philips Down Under: Customers Seek Systems Solutions, Not Black Boxes29. Glen L. Urban, MIT Sloan School of ManagementStrategic Roots of Innovation30. David M. Kelley, IDEO Product DevelopmentPerforming Rapid Innovation Magic: Ten Secrets of a Modem MerlinPart VICUSTOMER RELATIONSHIP: The Brand Is Dead. Long Live the Brand!31. Peter Georgescu, Young & RubicamCreative Marketing Is the Core Strategy for the New Millennium32. Douglas Sims, CoBankCreating Competitive Advantage Through Customer Loyalty33. Douglas Hyde, OshKosh B'Gosh, Inc.New Products That Remain True to Core ValuesAcknowledgmentsIndex