Communications and marketing case study: consolidated electric.
Management Quarterly › Vol. 45 Nbr. 1, March 2004
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Communications and marketing case study: consolidated electric.
NRECA's first annual CEO Communication Leadership award went to a CEO/ President who emphasizes communication and does not hesitate to use unconventional approaches. Given the situation at Consolidated Electric Cooperative of Mt. Gilead, Ohio, these past few years, there may have been little choice but to be very good at communicating.
Editor's Note: Brian Newton was selected as the first winner of the CEO Communication Leadership award. This case study by Jody Severson examines the changes to the communication and marketing programs at Consolidated Electric Cooperative. Following the case study is Brian Newton's first hand account of why changes needed to be made. When Brian Newton became CEO in 1998 CEC was, in attitude and practice, four largely separate organizations under the same roof-two cooperative offices and two subsidiary companies. "Us versus them" was the name of the game--if they even knew each other's names. How Newton led his co-op employees, directors, and constituencies to a more unified organization both internally and externally is an instructive case for any co...See the full content of this document
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