Strategic HRM & Business Strategy at Carlsberg

[Human resource management]
Carlsberg

STRATEGIC HRM & BUSINESS STRATEGY- CARLSBERG
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Table of Contents
Introduction.................................................................................................................................................1
Analysis of HR strategy of Carlsberg..........................................................................................................2
Justification of “Winning behavior”............................................................................................................4
Aligning “Winning behavior” with HR practices........................................................................................5
Implications in Malaysia.............................................................................................................................7
Recommendations for implementation of “Winning behavior” in Australia context...................................8
Conclusion.................................................................................................................................................10
Bibliography..............................................................................................................................................11

STRATEGIC HRM & BUSINESS STRATEGY- CARLSBERG
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Introduction
Solid company culture is an essential aspect for every organization. To establish a strong
HR strategy and aligning it with the organization’s strategy across the company helps to shape
the company’s overall strategy (Ahmad, 2015). Strategic alignment increases the productivity of
the employees and the organization.
The Purpose of this report is to assess the overall strategy peruse by Carlsberg and also
the implications of implementing the strategy in different countries with the underlying theories.
By the end of this report, the reader would be able to understand how an organization has to
align HR strategy with the organization’s strategy so that it can achieve the success and sustain it
for long-term.

STRATEGIC HRM & BUSINESS STRATEGY- CARLSBERG
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Analysis of HR strategy of Carlsberg
Carlsberg introduced an HR strategy in order to develop its brand across the cultures. In
2002 The CEO of Nils launched a strategy based on Must-win -battels concept and the intention
was to develop the common group culture across it’s the countries where the company operates.
Later it developed a winning culture. However, some of its employees disagree with this new
strategy as they believe that the word “winning” was not compatible with the culture of the
company (Søderberg, 2015).
As Carlsberg merged and takeovers many companies from UK, China, France, and
Russia, therefore the company makes strategy in order to assess and understand the different
cultures and collaborate with them through introducing new strategic culture plan which called
“Winning behaviors”.
This new strategic plan was to aligning the organization’s value and goals and
collaborating with the senior staff of the newly acquired and existing companies. Carlsberg’s
aims behind this strategy were to motivate and leaders and employee to work together as one
team and apply these behaviors on a daily routine also establish better relationship across
company and its subsidiaries. Adams equity theory states that employer and employee
relationship can have significant impact on organizational performance (Mira, 2019).
One of its purposes was to communicate its values of “winning behavior” five together,
we are together, we are stronger and we want to win, we are each empowered to make a
difference and we are engaged with society, amongst the employees all over the world. And to
communicate these behaviors all over the world the company utilizes posters, broachers and
company’s websites also shares with the management around the world (Søderberg, 2015).