Strategic Human Resource Management: Carlsberg's Winning Behaviours Strategy

Strategic Human Resource Management
6/4/2019
Carlsberg

Contents
Introduction................................................................................................................................2
Overview of “Winning Behaviours” Strategy of Carlsberg.......................................................3
Strategic HR Priorities Pursued by Carlsberg............................................................................3
Rational of Implementing “Winning Behaviours” strategy...................................................4
Carlsberg's 'Winning Behaviours' strategy align with other HR practices.................................5
Social responsibility...............................................................................................................5
Workforce planning and development...................................................................................6
Difficulties Company faced when implementing this strategy in Malaysia..............................6
'Winning Behaviours' strategy in an Australian context............................................................7
Recommendations..................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

Introduction
The aim of this report is to analyze the case related to the "Winning Behaviours"
Strategy of Carlsberg, which is focused towards enhancing the performance of the company
by developing a common culture into the organization for the employees. If there is a
common and winning culture into the organization the employees do not get confused and
follow a common path towards success. However, this cannot be achieved without strategic
human resource development. Strategic human resource management is said to be the
practice of enticing, satisfying and retaining workforce for their individual benefits and
organization as a whole (Schultz & Van der Walt, 2015). The department of human resource
that is involved in practicing the strategic human resource management is not inclined to
work independently, they come into collaboration with other departments in the business to
understand their objectives and then formulate strategies that could be aligned with the goals
of the entire organization (Mello, 2014). This case is also based on implementing the
common strategic human resource management strategy that is aligned with Carlsberg’s
global strategy.

Overview of “Winning Behaviours” Strategy of Carlsberg
The Carlsberg Group was founded in the year 1847 in Copenhagen, Denmark.
Presently, it employs over 41000 employees and involved in the production and selling off
around 500 varied brands of beer. Carlsberg took step towards becoming an international
brand in the year 1968 when it expanded its operations in Malawi. The reason behind the
success of the company is its different types of a joint venture with different organizations
such as with Norwegian Brewery Orkia in the year 2001, which resulted in making the
Carlsberg, brand the leading brand of Nordia region. For the further development and success
of the organization, the management of the company introduced a new strategy based on the
“Must Win Battles” concept with the goal to establish a common culture, developing
capacities and capabilities and increasing profitability in the beer market (Armstrong and
Taylor, 2014). However, in the year 2009, the top management of the company again got
involved in updating the same strategy due to increasing negotiations of the Danish
participants (Soderberg, 2015). The strategy was then named as "Winning Behaviours" which
is based on five behaviors that are we want to win, together we are stronger, our customers
and consumers are at the heart of every decision we make, we are engaged with society, and
we are each empowered to make a difference.
Strategic HR Priorities Pursued by Carlsberg
Common group culture – The major priority of the Carlsberg is to have an efficient
organization culture that could be followed at a global level. In order to this, the management
of the company is involved in the development of the common group culture to have