In today’s complicated world and especially with large, publicly traded companies, the notion that companies exist only to meet the needs of their shareholders seems out of touch with reality. Today we are witnessing the largest North American automobile manufacturer (and a publicly traded company), General Motors, grovel for a Government handout. And their rationale? Simply stated it is jobs and taxes they pay directly or indirectly through their suppliers and their employees, no loan – no more taxes and jobs.
Here are implications I see if General Motors were to take seriously the responsibilities associated with accepting a loan,it would be balancing the needs of their 4 stakeholders:
Customers. GM, to its credit, has been updating its product offering and improving the absolute durability and quality of its fleet. There is, unfortunately, still a gap in what GM offers and what many people want, and even more important is that consumer’s preferences are changing more rapidly than in the past. GM needs to possess the capability to change more quickly and to offer great cars and trucks at competitive prices. This implies:
· More flexible work rules
· More competitive total labor costs
· Customer first marketing (including the buying experience)
Employees. GM has experienced recently a more cooperative UAW relationship. This spirit has resulted more from desperation than from a genuine concern by management for their employees, or by the Union for the company. The UAW has been primarily a political party in a one party game. Its objective has been to dominate representation within the automotive industry and capture as many golden eggs as the Big 3 goose can lay. The customer, the community, the shareholder, and even the employee have been “after thoughts”. This implies:
· GM management becoming leaders and managers of all their employees. (this is a lot more than giving orders, it is about truly caring about people)
· UAW embracing six sigma (and other forms of continuous improvement) and fully endorsing union members participating in management sponsored programs.
· UAW working cooperatively with GM to solve the overhang of retiree pension and benefit costs. This is a very difficult problem given the promises made in the past and the ability to pay for them today. Solving this problem today will be crucial to the longer term survival of GM (and all the current jobs that go with it).
Communities. Communities supply workers, educational opportunities, residential locations, and a wide variety of infrastructure support (rail, roads, water, power, etc). In some communities without the tax and job contribution of GM, these municipalities could not survive. The reverse is also true and at great expense GM would have to relocate. This implies:
· A long term commitment by GM to each community where it is a significant employer. Temporary adjustments in employee levels must be transparent (like days inventory of the product made there). Permanent adjustments in employee levels should follow a considered study where the local community is made a partner in the process to ensure all alternatives are considered. With permanent reductions, retraining should be offered.
· Communities should be looking to supply the best level of cost effective infrastructure, education, and residential services they can. The community’s goal should be to make a pool of the most qualified persons available for GM’s hiring processes.
· Communities should recognize that the term “community” includes local, state, and regional federal agencies. It is in all communities greater interest to resist “bidding” against each other for new automotive plants with tax breaks and other cash incentives.
Shareholders. Owners of common stock deserve a return on their investment. Normally this return is obtained through dividends and appreciation of stock price. The efficient and effective operation of the company can deliver a dividend predictably. The appreciation of the stock price is open to what the market will bare. We should expect, however, that a well managed company will over time have more and more people wanting to own its shares and therefore we should expect the stock price to rise. This implies
· Government rules and regulations that prevent or discourage predatory stock manipulation.
· GM business plans that include an attractive dividend, and a prospectus on the company that excites potential stock purchasers.
You may be thinking that these ideas are nice but are naïve and go against human nature. If you think that is so, I suggest you look around and see how the International car companies operating in North America are performing with respect to the 4 stakeholders. I think you will see they are neither naïve nor are they unsuccessful.