Kinds of managers

Managerial jobs in organizations fall into three categories: first-line, middle and top management. These categories can be viewed as vertical differentiation among managers, because they involve three different levels of the organization.

Top managers

Top manager should positions like chief executive officer (CEO), chief operating officer (COO), chief financial officer (CFO), and chief information officer (CIO), and are responsible for the overall direction of the organization. Top managers have the following responsibilities. First, they are responsible for creating a context for change. In fact, the CEOs of Walt Disney, Fannie Mae, Boeing, Morgan Stanley, American International Group, Merck, and Pfizer were all fired within a year’s time precisely because they had not moved fast enough to bring about significant changes in their companies. Indeed, in both Europe and the United States, 35 percent of all CEOs are eventually fired because of their failure to successfully change their companies. Creating a context for change includes forming a long-range vision or mission for the company.

Once that vision or mission is set, then the second responsibility of top managers is to develop employees’ commitment to and ownership of the company’s performance. That is, top managers are responsible for getting employee buy in. Third, top managers are responsible for creating a positive organizational culture through language and action. Top managers impart company values, strategies, and lessons through what they do and say to others, both inside and outside the company. Above all, no matter what they communicate, it’s critical for CEOs to send and reinforce clear, consistent messages. A former Fortune 500 CEO said, “I tried to (use) exactly the same words every time so that I didn’t produce a lot of, “Last time you said this, this time you said that.” You’ve got to say the same thing over and over and over.”

Finally, top managers are responsible for monitoring their business environments. This means that top man- agers must closely monitor customer needs, competitors’ moves, and long-term business, economic, and social trends.

Middle Managers

Middle manager should positions like plant manager, regional manager, or divisional manager. They are responsible for setting objectives consistent with top management’s goals and for planning and implementing subunit strategies for achieving those objectives. One specific middle management responsibility is to plan and allocate resources to meet objectives. Another major responsibility is to coordinate and link groups, departments, and divisions within a company. After a hurricane destroyed five miles of railroad tracks outside New Orleans, Jeff McCracken, a chief engineer at Norfolk Southern, consulted with three bridge companies, and managed a team of 100 employees and dozens of engineers who, by sleeping in campers and working around the clock, rebuilt the tracks in less than a week. McCracken said, “It was a colossal job that took more than 400 moves with heavy equipment.” But, McCracken was happiest about “working with people from all parts of the company – and getting the job done without anyone getting hurt.”

A third responsibility of middle management is to monitor and manage the performance of the subunits and individual managers who report to them. Graeme Betts is the manager of the Southwest region for Lloyds Pharmacy in England. While Betts works with people at all levels, from healthcare assistants to board directors, he spends most of his time with the nine area managers who report to him. He monitors and manages the performance of his area managers and, in turn, the store managers who report to them.

Finally, middle managers are also responsible for implementing the changes or strategies generated by top managers. Wal-Mart’s strategy reflects its advertising slogan, “always the low price.” When Wal-Mart began selling groceries in its new 200,000squarefoot supercenters, it made purchasing manager Brian Wilson responsible for buying perishable goods more cheaply than Wal-Mart’s competitors. When small produce suppliers had trouble meeting Wal-Mart’s needs, Wilson worked closely with them and connected them to Retail Link, Wal-Mart’s computer network, “which allows our suppliers immediate access to all information needed to help run the business.” Over time, these steps helped the produce suppliers lower costs and deliver the enormous quantities of fresh fruits and vegetables that Wal-Mart’s supercenters need. They also helped Wal-Mart become the world’s largest grocer.