Executive summary

The tire industry is a very competitive industry with major players such as Bridgestone Corporation; The Goodyear Tire and Rubber Company and Compagnie Générale des Établissements Michelin. Competing in this market with low margins has been hard for Continental AG before 1995. They have been losing money due to their high manufacturing costs and not able to compete against big competitors.

Von Grunberg was appointed as new CEO in 1991 and has implemented several changes for the continuity of Continental AG and growth. Cutting labor costs by shifting manufacturing processes to low labor cost countries and restructuring the organizational strategy through innovation and differentiation has been are the main changes implemented.

Continental AG has used different sets of theoretical change strategies and tools as a combination to become a learning organization. Models such as Kurt Lewin field forces, Kaizen, Michael Porter’s generic strategies and......

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Title: Organizational Change At Continental Ag
Approximate Word Count: 2857
Approximate Pages: 12 (250 words per double-spaced page)

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