Un exemple de leadership dans la direction d'entreprise aux Etats-Unis : Carly Fiorina et son influence sur le nouvel HP

The company Hewlett Packard was created in 1939 in Palo Alto by two engineers, Bill Hewlett, and Dave Packard.
This project has been developed after the Second World War, by the creation of scientific and applications, before to start in computers and printers domains. Just after its creation, HP was well known for the quality and the reliability of its products, and also by the innovative spirit of the brand.
The charisma of the two founders has engendered high company culture based on the humanism, the HP way. This culture, the notoriety and the strong image off the brand was realized thanks to a management paternalistic way to manage, where the employed are at the company centre and realised decisions in a consensus style.
This working method and culture was really integrated in the company before the arrival of carly fiorina in 1999.
This 46 years old women, who has built her career in the telecoms, is becoming the first CEO women and more over the first CEO who has been recruit outside the company HP.
At the beginning of her new position, carly fiorina has decided to transform the company organization, with the commercial dynamism as the key success for the renewal off the brand. The new CEO wants to organize a more aggressive policy, more reactive to the reality of the market. The goal is to break the image of a company which plays an old range game and becoming a non-productive organization. To Re invent HP, Carla fiorina recruit also new assistant to help her in this project.
After the failure of the acquisition of the informatics branch of Price Waterhouse, HP has to reduce its staff, the first time in the company history. This news is a novelty for all employees, accustomed to of a real social management of the teams.
After this announce, the stocks decrease quickly. At this moment, carly fiorina decided to engages the merger process with the Compaq Company. This merger has engender many complaints because off the high differences between the cultures off the two entities. Despite all the problems carly fiorina will win its project in 2002, with the realization off the new brand HP Compaq.
That' s why today we are going to try to analyze the influence of carly fiorina in the HP brand in order to understand her ability to renewal the brand and its changing with the fusion with Compaq thanks to her leadership skills, before her departure in off the brand; the 9 February 2005.