Strategic Human Resource Management at Carlsberg

Running head: STRATEGIC HUMAN RESOURCE MANAGEMENT
Carlsberg
Strategic Human Resource Management
6/3/2019

STRATEGIC HUMAN RESOURCE MANAGEMENT
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Table of Contents
Introduction................................................................................................................................2
Overview of Case “Winning Behaviour” at Carlsberg..........................................................2
Strategic Human Resource Priorities pursued by Carlsberg..................................................3
The rationale for implementing the ‘Winning Behaviours' strategy......................................3
Carlsberg's 'Winning Behaviours ‘strategy is aligned with the HR practices........................4
We want to win with Workforce Planning and development............................................4
Engage in society with Social Responsibilities..................................................................5
Together we are strong with Equity and Diversity............................................................5
Challenges and difficulties encountered by Carlsberg while executing the “Winning
Behaviour” Strategy in Malaysia...........................................................................................6
Analysis of how the “Winning Behaviours” Strategy will work in the Australian market. . .6
Analysis of 'Winning Behaviours' strategy............................................................................7
Recommendation for the Management of the Implemented Strategy...................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

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Introduction
Strategic human resource management is said to be the practice of lining up the
strategies of the business with the practices of human resource in order to attain the
organization’s strategic goals (Hendry, 2012). Whatever the size of the business is, the
importance of strategic human resource management of the business could not be overstated.
Without the presence of effective human resource management, the organization struggles to
stay competitive in the market (Burke, Noblet & Cooper, 2013). The role of HRM is to deal
with one of the most vital organization assets that are employees and incorporate a variety of
employment issues from training, performance management to labor disputes (Cascio &
Boudreau, 2012). The intent of this paper is to highlight the human resource practices
pursued by analyzing the presented case study on the topic "Winning Behaviour" at
Carlsberg. The paper is discussing the HR priorities initially pursued by Carlsberg Company
and the rationale for the execution of the ‘Winning Behaviours’ strategy into the business. In
addition to this, the paper is presenting the alignment of “Winning Behaviour” strategy with
the practices of HR. In the end, the paper is presenting the difficulties experienced by the
company in executing the strategy in the Malaysian market and the recommendation for the
implementation of the same strategy for the Australian market.
Overview of Case “Winning Behaviour” at Carlsberg
The case is discussing the human resource priorities and strategies pursued by
Carlsberg Company in the Malaysian market. In the initial phase, the case has presented the
evolution and the growth of Carlsberg Company. In order to be the leading brand in the
company has been involved in different joint ventures and effectively developed the
capabilities of the employees who work to attain the common goal of the organization

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(Carlsberg Group, 2019b). One of the key strategies that are adopted by the company is
"Winning behavior" which is comprised of five key behaviors to enhance the productivity of
the business (Soderberg, 2015).
Strategic Human Resource Priorities pursued by Carlsberg
Must win battles – Carlsberg developed the new strategy that is “Must win battles”
under which it provides major priority to developing capabilities and capacities of the
workforce, managing a common culture, growing the brand of the company for driving
profitability in the market. The key focus of the company behind following this strategy is to
maintain the leading position in the industry (Soderberg, 2015).
In order to grow the capabilities and capacities of the workforce, the company plans
effective training programs. Through training organization in increasing the knowledge and
enhance skills of the employees such that they can work to increase the productivity of the
company (Saks, Haccoun & Belcourt, 2010).
The company also gives priority to developing a "Winning behavior" strategy in order
to develop a common culture within the organization such that HR practices could be aligned
with the goals of the organization.
The rationale for implementing the ‘Winning Behaviours' strategy
The "Winning Behaviours" strategy of Carlsberg is focused towards five behaviors
that are together we are stronger, our customers and consumers are at the heart of every
decision we make, we want to win, we are each empowered to make a difference, and we are
engaged with the society (Soderberg, 2015). The reason for developing this strategy is to
align specified behaviors with the global strategy of the company and incorporate the
international approach to Human Resource Management.