THE CORPORATE IDENTITY CRISIS
together a new structure to be controlled by them. The “less developed countries” on one side, and the Arabs brandishing their petrodollars on the other, clamor for influence in the financial system of tomorrow and speak of creating their own counterparts to the IMF. The dollar is dethroned, and jerks and spasms rip through the world economy.
All this is compounded by erratic shortages and gluts of energy and resources; by rapid changes in the attitudes of consumers, workers, and managers; by rapidly shifting imbalances of trade; and above all by the rising militancy of the non-industrial world.
This is the volatile, confusing environment in which today’s corporations struggle to operate. The managers who run them have no wish to relinquish corporate power. They will battle for profits, production, and personal advancement. But faced with soaring levels of unpredictability, with mounting public criticism and hostile political pressures, our most intelligent managers are questioning the goals, structure, responsibility, the very raison d’etre of their organizations.
Many of our biggest corporations are experiencing something analogous to an identity crisis as they watch the once stable Second Wave framework disintegrate around them.
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