Critical analysis using management theory of CSR plc . CSR plc is a leading provider of multifunction connectivity and location platforms. CSR's technology portfolio includes Bluetooth, GPS, FM, Wi-Fi

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Introduction

Management is leadership. It is the effective administration of the various organizational elements that make an entity successful, primarily in terms of people, processes, technology, infrastructure and overall strategy. Management is also vision and ultimately determines the path the organization will follow through the design of a detailed target-operating model (TOM). Effective management requires collaboration and a culture of continuous improvement in order to achieve organizational goals.

There are many different ways of analyzing organizational effectiveness and leadership roles. The Competing Values Framework (CVF) is a theory, which is based on statistical

Analyses of a comprehensive list of effectiveness indicators.

http://www.valuebasedmanagement.net/methods_quinn_competing_values_framework.html

The CVF serves primarily as a map, an organizing mechanism, a sense-making device, a source of new ideas, and a learning system. This framework helps determine a set of guidelines that may help leaders analyze and manage the interrelationships, congruence’s, and contradictions among these different aspects of organizations. In other words, leaders will work more comprehensively and more consistently in ameliorating their organizations performance. The basic framework consists of two dimensions—one drawn vertically and the other drawn horizontally—resulting in a two-by-two figure with four quadrants; The first dimension is related to organizational focus and the second one differentiates the organizational preference for structure and represents the contrast between stability and control and flexibility and change. Together these two dimensions form four quadrants. Each quadrat represents a distinct cluster of criteria—whether referring to leadership, effectiveness, value creation, structure, learning, or other organizationally relevant factors.

http://competingvalues.com/ Appendix. ( see appendix 1)

Human Relations Model

Based on hierarchy, emphasis on measurement, documentation and information management.

Open System Model

Based on an organic system, emphasis on adaptability, readiness, growth, resource acquisition and external support.

Rational Goal Model

Based on profit, emphasis on rational action. It assumes that planning and goal setting results into productivity and efficiency. Tasks are clarified; objectives are set and action is taken.

Internal Process Model

Based on cohesion and morale with emphasis on human resource and training. People are seen not as isolated individuals, but as cooperating members of a common social system with a common stake in what happens.

The Competing Value Framework can be ...

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Open System Model

Based on an organic system, emphasis on adaptability, readiness, growth, resource acquisition and external support.

Rational Goal Model

Based on profit, emphasis on rational action. It assumes that planning and goal setting results into productivity and efficiency. Tasks are clarified; objectives are set and action is taken.

Internal Process Model

The Competing Value Framework can be used to help organization diagnose their existing and desired cultures. It can also be used in organization context. Furthermore, it can be seen as a tool to examine gaps in organization. It can be used to improve manager’s way of managing and help them understand leadership roles.

2. The Organisation

CSR plc is a leading provider of multifunction connectivity and location platforms. CSR's technology portfolio includes Bluetooth, GPS, FM, Wi-Fi (IEEE802.11), UWB, NFC and other technologies to enable silicon platforms that incorporate fully integrated radio, baseband and microcontroller elements. CSR's Connectivity Centre is designed to enhance the user experience with mainstream mobile devices by intelligent integration of multiple wireless connectivity and location-awareness technologies. CSR's Location Platforms are complemented by wireless connectivity and multimedia capabilities for high-volume mobile consumer devices and commercial applications.

CSR's technology has been adopted by market leaders into a wide range of mobile consumer devices such as mobile phones, automobile navigation and telematics systems, portable navigation devices (PNDs), wireless headsets, mobile computers, mobile internet devices, GPS recreational devices, digital cameras, mobile gaming, plus a wide range of personal and commercial tracking applications.

CSR plc was formed in 1999 and floated on the London Stock Exchange in 2004. It is headquartered in Cambridge, UK, and has over 1500 employees working in offices in the UK, the US, Taiwan, Japan, China, Korea, India, Denmark and France. It is already the leader in Bluetooth and GPS; CSR's platform strategy positions the company to dominate in an even wider range of technologies and applications. The Total Sales for 2010 was (mil.) £511.3, up by 33.5% on 2009 and its net income was (mil.) £10.6 in 2010.

Critical analysis using management theory

The Human Resource Model (Internal)

CSR is a big employer in the wireless technology industry. By setting goals it is possible to measure the commitment, participation and dedication of its employees. These factors are internal which are close to the company and have a direct impact on the organisations strategy (learnmarketing, 2010). The company must take these factors into consideration when it outlines its strategy and business plan for the future. How ever it is absolutely necessary to include efficiency, customer satisfaction and innovation to the role of human resources.

Rational Goal Model (external)

Employees are no good for a corporate like CSR plc if they do not fulfil their set goals.

CSR does set itself major challenges in order to maximize profitably and customer satisfaction by innovating its products and technology used, for example by implementing new GPS functionality’s. Also by broadening the appeal of its handset services by introducing another technology that can pinpoint positions of handsets when traditional GPS signals are not available. Further more CSR plc extended its wireless audio leadership with acquisition of APT and enhanced its expansion into new audio markets.

Open System Model (external)

It is impregnable that Corporates such as CSR plc continue to be innovative to keep in touch with their competitors, as technology is a very fast growing market. It is essential to adapt to the market demands by tailoring different products for the different markets. For example …………

Internal Process (internal)

CSR plc have to focus on internal control. If they want to maximize profitability they have to consider the importance of management, research communication and information gathering.

The Challenges

Like every corporate CSR plc is confronted with various challenges that vary from internal and external factors. There are factors which have a direct influence by the corporate and others are factors that are beyond the control of the corporate. Such factors can be examined by using the SWOT analysis, which is detailed below.

SWOT analysis

Key Strategic Objectives and Challenges

Political Factors:

CSR Is a multinational corporate, it has to operate according to different government policies of different countries depending on the stability of the countries. Politics is very influential and has serious impacts on the economic environments of different countries. Political ideology and political stability or instability strongly effect the pace and direction of the economic growth. The politics of a country can affect investment decisions of organizations in in the country of investment.

Economic Factors:

The trends in have an obvious impact on business activity. Economic factors throw light on the nature and direction of the economy in which firm operates. The firms must focus on economic trends in segments that affect their industry. The economic factors can also be divided into some categories like GNP trends, money supply, inflation rate, and unemployment.

Social/Cultural Factors:

Social values like demographic factors such as population, age distribution, literacy levels, inter-state migration, rural-urban or cultural factors like social attitudes, customs, beliefs, rituals effect business in a major ways . One of the main reasons for a corporates investment decision is the workforce of this country. Some of the countries that CSR plc has made investments like China have young and plentiful supply of workforce.

Technological Factors:

Technological factors represent major opportunities and threats, which must considered when formulating strategies. Technological breakthroughs can dramatically influence the corporates Suppliers, distributors, customers, services, markets, manufacturing processes, competitors, and competitive position. Advancements it technology can open up new markets, change the relative position of an industry and render existing products and services obsolete. Technological changes can reduce or eliminate cost barriers between businesses, create shorter production runs, create shortages in technical skills and result in changing values and expectations of customers and employees. This is fundamentally important for an IT company such as CSR plc as it can be the key for the corporates survival. There wireless industry is growing more and more, nobody can argue that PDA’s and smart phones have become so popular; they are the new digital trends of this era. CSR plc can’t ignore this profitable industry. So it is constantly doing innovative research and producing new products for the industry.

Environmental Factors:

Environment conservation and protection is an very important issue, which has gained prominence because of deteriorating environmental balance, which is threatening the sustainability of life and nature. Nowadays, environment problems have become the big matters. Every tech company has to take the key roles to solve them including CSR plc. CSR plc has to be aware of several legislations e.g. laws concerning emission or waste disposal.

Legal Factors:

Nevertheless, with globalization, the rules of competition, trade mark rights patents and implications, plus price controls and product quality laws and several other legal factors have become important and therefore they need to be included while understanding the general environment.