Case Study

Metallgesellschaft AG (B): Charting a course that will not change with every wind

15 pages
October 1999
Reference: IMD-3-0853

This series describes the turnaround of Metallgesellschaft AG, Germany’s 12th largest company. At the end of 1993, MG had sunk into a deep crisis and its future was seriously jeopardized. Against all predictions, the newly appointed CEO managed to turn the company around in record time. This feat was achieved not only through an aggressive streamlining and re-orientation plan but above all, by the use of a visioning process which involved MG employees of all levels and from all corners of the organization. By the end of 1996, largely due to the “MG 2010” Vision Concept, MG was again a successful company. Its vision concept had evolved into a set of action-oriented guiding principles which the CEO now wanted to implement into day-to-day practice through a number of ambitious projects.

Keywords
Turnaround, Vision, Visioning Process, Conglomerate
Settings
World/global, Germany
1994/95
Type
Field Research
Copyright
© 1999
Available Languages
English
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This case study is part of a series
  • Metallgesellschaft AG (A): Turning the crisis into a chance
  • Metallgesellschaft AG (B): Charting a course that will not change with every wind
  • Metallgesellschaft AG (C): Bringing the vision to life
This case study is part of a series
  • Metallgesellschaft AG (A): Turning the crisis into a chance
  • Metallgesellschaft AG (B): Charting a course that will not change with every wind
  • Metallgesellschaft AG (C): Bringing the vision to life
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Metallgesellschaft AG (B): Charting a course that will not change with every wind
By Franz-Friedrich Neubauer and Lourdes Savitzky-Ruh
Case reference: IMD-3-0853 ©1999
Summary
This series describes the turnaround of Metallgesellschaft AG, Germany's 12th largest company. At the end of 1993, MG had sunk into a deep crisis a...
Reference IMD-3-0853
Copyright ©1999
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications