United Technologies Corporation: Comprehensive Research Paper Analysis

This research paper provides a comprehensive analysis of United Technologies Corporation (UTC). It begins with an abstract and introduction, outlining the paper's objectives and methodology, which primarily involves secondary data collection from peer-reviewed articles, textbooks, and academic publications. The paper delves into UTC's market share, principal goods and services, key competitors, and geographic locations. It examines the firm's leadership and management philosophies, specifically focusing on transformational leadership and management by objectives. The paper also explores human resource management policies, including compensation, recruitment, and the impact of local labor markets. Furthermore, it discusses organizational design, marketing strategies (online, B2B, and B2C), and the management of cultural and ethical issues in a global context. The analysis extends to UTC's e-commerce initiatives, political environment, and various entry modes into markets. The paper concludes with a summary of findings and a list of references.

Running head: RESEARCH PAPER
Research Paper

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Abstract
The main aim of this research paper is to assess the condition of United Technologies
Corporation. The paper demonstrated the market share, its key competitors and leadership as
well as management philosophies. It also discussed the different human resources management
policies that could be used in local area labour market as well as explained the recruitment
strategy. This research paper explained the marketing approaches and organisational design for
corporation. It discussed the ways in order to manage the cultural as well as ethical concern by
United Technologies Corporation throughout the globe. It analysed the recent and on-going
approaches related to global operation of company. This research paper illustrated the several
entry modes used for increasing the market share. It also assessed that e-commerce initiatives as
well as political condition for UTC.

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Table of Contents
Abstract.......................................................................................................................................................2
Introduction.................................................................................................................................................4
Discussion of the firm.................................................................................................................................4
Firm’s leadership and management philosophies........................................................................................5
Human resource management policies........................................................................................................6
Organizational design and Marketing strategies..........................................................................................8
Ways to manages cultural and ethical issues by firm throughout the world..............................................10
Entry modes into markets..........................................................................................................................12
Licensing...............................................................................................................................................12
Franchising............................................................................................................................................12
Greenfield Investments..........................................................................................................................13
Company’s e-commerce initiatives...........................................................................................................13
Search Engine Optimization..................................................................................................................13
Social Media Marketing........................................................................................................................14
Political environment.................................................................................................................................15
Conclusion.................................................................................................................................................16
References.................................................................................................................................................17

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Introduction
This research paper will address the market share, principle goods and services, key competitors,
and geographic locations. It would also identify the leadership and management philosophies of
the company. This research paper discusses the human resource management strategies such as
the use of recruitment strategies and local area labour market. It would also describe the
organizational design and marketing strategies for the company. It will also illustrate the ways to
manage the ethical and cultural issues by United Technologies Corporation throughout the
world. This research paper assesses the recent and on-going strategies associated with global
operations for the company. It also describes the entry modes into markets to gain market share
for their goods and services. This research paper also illustrates the company’s e-commerce
initiatives and describes whether or not these strategies have improved the growth of the firm. It
also explains the political environment for UTC and its impact on the import of principle goods
and services.
In this research paper, secondary data collection method will be used for gathering the
information. These data would be collected through different sources such as peer-reviewed
articles, textbooks,and academic publication. Secondary data would be evaluated by using the
content analysis.
Discussion of the firm
The United Technologies Corporationis a Connecticut-headquartered corporation that offers a
variety of high-technology products and services to the international aerospace and industries of
the building system. In the year of 2013, the multinational company generates net revenues of
over 60 billion U.S. dollars and hired over 200,000 people. In this, certain 63,500 worked at
theOtis Elevator Company and over 42,000 employed in UTC Aerospace Systems. UTC is

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presently ranked as the third largest multinational in the globe in General Electric and Siemens
with a market value of over 108 billion U.S. dollars. In the year of 2013, the diversified
corporation was also the second largest defense and aerospace manufacturer in the United States.
There are different competitors in the sale ofaircraft engines such as Pratt & Whitney's,
Turbomeca,Rolls-Royce,Honeywell, CFM International,and Turbomeca. Along with this, key
competitors of UTC Aerospace Systems such as Honeywell and Parker Hannifin. Main
competitors of Sikorsky’s are Airbus Helicopters and Bell Helicopter.
Firm’s leadership and management philosophies
Firm’s leadership philosophies
Transformational leadership is used by UTC to encourage the employees. In this strategy,
transformational leader of UTC usesthe inspirational and visionary approach in order to motivate
and lead the employees with members of the team. A transformational leader has certain features
in UTC such as charismatic and motivational, and stimulating team members to follow their
behavior. Moreover, they offer a shared vision for the outlook and motivate members to surpass
their own self-interests for sake of team and organization. They not only encourage but also
challenge team members for stimulating idea-sharing, open dialogue,and sharing of the idea.
They also participate group members at an individual level, listening to the viewpoint of each
individual, feeling and acting as a guide to each member (Bolden, 2016).
The strategy of transformation leadership in UTC is to arrive at each workforce and motivates
them for best efforts. In UTC, an inspirational supervisor spends time with each individual for
discussing the methods to develop an easier job for employees and supporting to generate a plan
for building the career of the workforce. This individual concentrationthatis provided through

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transformational leader aids to generate a strong liaison amid managers and their workforces that
would decline turnover of employees in UTC (Sparrow, Hird, and Cooper, 2015).
Firm’s management philosophies
Management by objectives is a personnel management tool in which employees and managers
work together to record, develop and assess goals for a particular time period. This management
model aims to enhance the performance of UTC by clearly illustrating objectives that are agreed
by both employees and management. As per this theory, UTC sets their goals and action plans in
order to lead participation and commitment between workforces and linking objectives across the
company (Armstrong, and Taylor, 2014). MBO is the development of a management information
system that compares the actual performance and achievements with the defined objectives.
Along with this, practitioners claim that the key advantages of using MBO in UTC are that it
enhances the commitment and motivation of workforces and permits for better interaction amid
employees and management. But, key weakness is that MBO highly focuses on developing the
goals for attaining the objectives as compared to working on the systematic plan to perform
activities (Brewster, and Hegewisch, 2017).
Human resource management policies
This research reflects that in UTC, human resource policies and the process is a significant
aspect for solving the issues of workforces. These policies are used to protect the workforces,
offer instruction to management and makes sure that companies obey the regulations and
mandates of government. These policies also aid to make sure the consistency and avoiding
subjectivity at the atmosphere of UTC (Bratton, and Gold, 2017).
Recent labor disputes

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There are about 200 employees are off the job within United Technologies Corporation that
provides a facility in Cheshire, Conn., after the aerospace division of a corporation is unable to
arrive at a contract with the union of employees. Lead negotiator for International Association of
Machinists Local 62A stated thata number of relationship aspect included in the negotiations
such as high health care expenses and low wages. This has been found in the recent years that
employees at Cheshire stated that average hourly rate of $20 is lowest between the aerospace
plants of the company (Gillespie, and Riddle, 2015).
Compensation policies
Human resources staffer exercises an integration of job assessment tool and market survey for
assessing the amount to compensate a staff as it would be beneficial for competitive within
employees. The assessment shows that the department develops the policies that identify the
management and evaluation of workforce’s performance. In UTC, it was found that policies do
not demonstrate the amount an individual receive, but it defines that the employees are
compensated as per their efforts, scope,and proficiency of accountabilities (Ottman, 2017). This
creates the awareness among workforces regarding basis of compensation.
Recruitment and Employment
It was found that advertising for recruiting employees is a key role of HR. In UTC, it was
identified that the policies of the human resource involve elements that should be used in the
selection and recruitment procedure and that would inform the workforces about the process and
expectation of UTC. Thus, it is significant when workforces expect to refer a job applicant in
UTC (Burton, Obel, Håkonsson, 2015).
The use of the local area labor market

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The analysis shows that in UTC, local area labor market helps to gain competitive benefits. The
market is the integration of those companies and businesses from which UTC would rationally
recruit to employees. It would aid to cover the local area market as employees would be able to
understand the local language of customers and can effectively solve the issues. It is found that
UTC is restricted by local and national laws of nations where company deals (Albers,
Wohlgezogen, and Zajac, 2016).It is found that the legal department must be consulted when a
conflict creates with regards to feasible laws amid nations. It is found that UTC is accountable
for a corporate citizen of the communities worldwide in which it deals. The company will abide
by all local and national laws and it would also strive to enhance the well-being of communities
via different factors. These are the protection of natural resources, corporate philanthropy, and
employee participation in charitable and civicaffairs (Trevino, and Nelson, 2016).
Organizational design and Marketing strategies
Organization design entails the creation of processes, roles together with structures to make sure
that the goal of the company can be attained. The analysis shows that a hierarchical organization
structure used by UTC where, it involves a direct chain of command from the top of an
organization to the bottom. In addition, senior management makes all critical decision that is
then passed down through the secondary level of management. It is found that UTC can use a
hierarchical structure to develop clear lines of communication (Ferrell, and Fraedrich, 2015). In
addition, it is assessed that workforces receive their policy direction together with day to day
assignments from their direct execute, who evaluates orders from the top. In addition, workforces
send the data regarding their performance and ideas up the hierarchical structure and reporting
first to their direct supervisor. This structure creates an easyto plan and executes the business

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strategies that is, when workforces stick to develop patterns of communication (Hickman, and
Silva, 2018).
Marketing strategies
Online Marketing
It is found that online marketing is a key marketing strategy that is used by the UTC. It is
assessed that there isa high number of internet users as it could be a new form of marketing.
From online posters to those frustrating pop-ups, the online marketer has attempted to obtain
their customer attention any manner they can. Moreover, in current times, online strategic
marketing efforts are used as an integration of growth hacking strategies and different tactics of
awareness that leads attention. A very significant online marketer is UTC that directly connects
with the user to penetrate into new marker with effective savings (Lasserre, 2017).
B2B Marketing
(Sources:Moore, 2016).

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It is found that business to business marketing is the key marketing practices of UTC. It permits
the businesses to trade its products and services to other corporation.Since, it would be beneficial
for re-selling the same products and services, aids to enhance their own products with services
and improve internal functions. Statistics demonstrated that 53% of B2B marketers define that e-
mail is a significant technique that leads generation tactics. Hence, it would be beneficial for
UTC to expand the business (De Villa, Rajwani, and Lawton, 2015).
B2C Marketing
The key goal of B2C marketing is to move shoppers into purchasers as aggressively and
constantly as feasible. In UTC, B2C marketers engaged the merchandising practices such as
displays, coupons, special offers,andstorefront to attract the specified market to purchase. It is
found that UTC focuses on a B2C marketing campaign as it is beneficial for making a
transaction in the minimum time period. But, the analysis shows that UTC needs to identify the
interest of customers instantly (Laufs, and Schwens, 2014). These campaigns provide special
discounts, deals,and vouchers that are offered in both online and in the stores.
Ways to manages cultural and ethical issues by firm throughout the world
Strategies to manage culture issues
Communication
This research exhibits that good communication is a keymethod for UTC to organize diversity
within an organization. This technique could be used by UTC to motivate employees in order to
share their issues as they have. Each workforce should feel equally important in the workplace. It
is found that UTC should keep open door policy. In this way, it should be open with workforces
so they feel comfortable to share their issue both work and non-work related concerns like
diversity (Gubik, and Karajz, 2014). In addition, the analysis shows that a friendly approach will

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also help the company to decline the conflicts as this strategy makes feel important to each
workforce within an organization.
Conflict Resolution Skills
The finding shows that conflict resolution skills are another strategy to manage culture issues.
Disagreements that arise due to cultural differences should be handled rapidly as it may create
the issue in increasing the productivity within an organization. The analysis shows that the
company should develop objective. It is found that while investigating a disagreement, the
company should be objective, fair and factual in the procedure (Ulrich, Hollensen, and Boyd,
2014). It should also ask each employee regarding what happened to them and makes note
consequently. This could be beneficial for arriving at the key cause of issue and UTC would
enable to understand issue rather than blaming on one person. However, UTC should ensure that
each individual knows the significance of accepting everyone and appreciating their role in the
office (Hernández, and Nieto, 2015).
Strategies to manage ethical issues
Train Employees
This research paper identifies that there are certain strategies to manage the ethical issue. It is
found that UTC should offer workplace ethics training to workforces. It should also utilize
different instruction technique to engage workforces in learning how to resolve ethical issues. In
addition, experiential learning is a significant technique to provide ethical training within an
organization. For example, workplace ethics simulations entail scenarios regarding the misuse of
company’s fund, individual values associated with offensive workplace associations and the
obedience of organization with regulatory controls (Turban, Outland, King, Lee, Liang, and
Turban, 2017).

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Set Expectations
The analysis shows that the company should develop a workplace by considering mission
statement, code of conduct and their philosophy. It is found that company should incorporate the
policy into the performance management initiatives to hold employees accountable for their
actions and alert them to their responsibilities to sustain the professional standards via their job
performance and communication with supervisors and peers. The company assessment indicates
that UTC should revise the employee’s handbook such as involve the policy and offers the
duplicate of the revised handbook to workforces (Cui, and Pan, 2015). Thus, it is assessed that
acquired signed acknowledgment forms from workforces indicate they have received and
comprehend the ethical policies of the organization.
Entry modes into markets
The analysis shows that there are different entry modes that could be practiced by UTC to
increase market share for their goods and services. These modes will help to expand operations
to other geographical fields. These modes could be licensing, franchising, and Greenfield
investments (Gubik, and Karajz, 2014).
Licensing
It is addressed that licensing is a moderately refined arrangement in which a company transfers
the rights to utilize the product and service to another company. It is a specifically beneficial
strategy when the buyer of the license has a relatively higher market share in the market that it
wants to penetrate (Guo, Xu, and Jacobs, 2014). The analysis shows that licensing can be used
by UTC for marketing or production.
Franchising