End of Day 7 of the Summer Campus
On Day 7 of the Summer Campus of the Russian Presidential Academy of National Economy and Public Administration "Territory of Opportunities" the students visited several workshops and lectures delivered by the experts – specialists in public development and establishment of an effective strategy of future development.
Aleksey Shipov, Head of the Public Sector Practice and Head of the Changes Management Practice of the ACIG Group of Companies conducted the master class "Psychology of Organizational Effectiveness". He talked to the students about possible ways to form corporate structure taking into account psychological peculiarities of the personnel as exemplified by interaction with real companies. "Human capital is the main indicator of the company’s effectiveness, it’s 80% responsible for the business success," the expert remarked.
Apart from the questions of establishing an emotional balance and effective working environment, Aleksey Shipov dwelled upon the deep mechanisms of the psychological element’s influence. The speaker told the participants about the method of evaluating company structure in a special system of coordinates, the directions of which are market model, clan model, hierarchical model and ad-hoc model. Taking Apple as an example, the expert showed how the segment of basic vectors changes as the organization grows and widens.
Aleksey Shipov noted that "achieving effective structure enables reducing the time of workflow, entering new markets and increasing the company turnover without noticeable increase of the personnel quantity."
Aleksandr Prokhorov, Business Assistant of the State Export and Import Corporate, dedicated his lecture to the Russian management model.
"Russia is one of the ten world countries with a national management model. It creates a certain difficulty for foreign investors but at the same time gives advantages to those who master the rules of this system," the expert said.
In the course of his report, he remarked that Russian model is cyclic, it is characterized by alternation of two periods – stable and unstable ones. According to Aleksandr Prokhorov’s appraisal, the stable periods are characterized by suppression of competitive relations, lack of significant transformations, mitigation of managerial methods, deideologization of public life, improvement of economic conditions of the majority of the population, stagnation in personnel policy, Unstable periods are characterized by encouragement of competitive relations, appearance of social lifts, increase of the ideology’s significance in the society, toughening of recovering measures and increase of the volume of financing, active transformations of managerial structures, fastened renewal and constant personnel rotation.
The expert also spoke on the influence of dualism of the Russian viewpoint on the management regime – existence of double moral norms and stereotypes of thinking. He stressed that a thousand-year-long lifestyle pattern of the Russian citizens secured a mental map of a number of behavioral characteristics, such as, on the one hand, contemplativeness, propensity for science and art, possibility of prolonged inactivity, and on the other - the ability to mobilize domestic resources.
"If the guys know how Russian managerial system functions and what its characteristic features are, they will be able to understand what has caused these or those deviations from the normal course of events. They will be better at predicting events not only at the macro level, but also in their company," Aleksandr Prokhorov said.
At the Department of Public and Social Projects, Keith Weed, Chief Marketing and Communications Officer, Unilever, held the webinar "Leading in a VUCA World Creating Sustainable Growth".
In his speech, the speaker drew the attention to the necessity to ensure sustainable growth taking into account social environment aspects. Thus, he dwelled upon the Unilever initiative – the Unilever Sustainable Living Plan till 2020, its basic objectives include improving life quality of billion of people, hundred-per-cent use of agricultural raw materials in accordance with sustainable development principles and reducing the impact of the produced goods on the environment.
Apart from that, Keith Weed spoke on the trends of the global world development, including preparation for the "Asian Century". According to the expert, 42% of the world GDP will be the share of the Asian countries by 2020. Keith Weed also defined such ecosystem global challenges as digital revolution and inequity of the life conditions. The expert pointed out several ways to solve this problem as exemplified by Unilever.
Following the presentation performance of Keith Weed, a Q&A session was organized in the form of video conference. The Summer Campus participants were interested in potential and competitiveness of Russian business at the world markets, solution of the waste recycling problem, mechanisms of retaining the leadership by the company in the global competition conditions, social policy of Unilever, prospects of development of non-conventional energy types. In particular, the speaker left open the possibility that in the future, water and not traditional hydrocarbon resources will become a new fuel. Keith Weed also expressed his opinion on the principles of effective leadership, "It is important that a leader should motivate people to become better. It is necessary to have a clear understanding of where you are striving to, to capture the attention with your vision and to show the methods for achieving the goal."
Summing up his report, the speaker commented, "We are oriented on creating a new business model, in which our attention is focused on social and ecological needs."