HRMT20026 Case Study: Carlsberg's Global HRM Strategies

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HRMT20026 Case study Report
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Introduction
This case study report is prepared in order to analyze the case of Carlsberg where there will be
made a discussion of the strategic HRM practices employed by such company in order to be
globally successful. Such a company is working on a global scale and have around 41,000 people
employed selling over 500 different brands of beer. The company is working on a very large
scale and further looking forward to more success and growth in the international market. This
case study report is prepared in order to outline the strategic HR priorities which are being
pursued by the Carlsberg in its business. There will also be presented for the rationale of using
and implementing the “Winning Behaviours” strategy in the business. This report will highlight
the changes faced by the company in implementing such winning behavior strategy in their
business in Malaysia. At the end of this case study report, there will be provided the
recommendations on the successful implementation of such a strategy in the Australian Context.
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1. Strategic HR Priorities pursued by Carlsberg
The HR strategies are defined as the strategy having its underpinning procedures as well as the
practices developed by an organization in order to manage the employees of such organization to
the optimal effect. These strategies are being used by the managers of the company in order to
manage the people of the company. The organizations may employ either one strategy or
different sets of strategies in order to manage the different groups of the employees. These
strategies may be either explicit or implicit (Conway, et. al., 2013).
The company Carlsberg Group is looking forward to the implementation of the “Winning
Behaviour” strategy for which the current culture of the company was not compatible. This
company is using the international approaches to HRM but also focusing on the local interests,
needs, choices as well as the constraints. The company is completely focused on the training and
development programs for its employees to make them better and improve their performance
further. The HR strategy employed by the company also includes the rewards and recognition
strategies for the employees of the company who were able to adopt necessary behaviors for
implementing “Winning Behaviour” strategy (Ghinea & Moroianu, 2016). This strategy is
helpful in creating a winning culture within the businesses ass every employee wants to perform
his best in order to get the rewards and the recognition. This strategy leads them to work harder.
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References
 Conway, Edel, Flood, Patrick C, Mcdermott, Aoife M, & Rousseau, Denise M. (2013).
Promoting effective psychological contracts through leadership: The missing link
between HR strategy and performance. Human Resource Management, 52(2), 289-310.
 Ghinea, V., & Moroianu, M. (2016). HR strategy - necessity or fad for business
sustainability? Management & Marketing, 11(2), 458-469.
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