In the USA, shareholder value has been a corporate religion. In Germany, where the interests of employees have often been seen at odds with those of shareholders, the concept has been something of a sensitive subject. The DaimlerChrysler merger is helping to change perceptions...and the volcabulary.
There's a long German phrase in use these days at DaimlerChrysler: Wertorientierte Unternehmensfuhrung.
Roughly translated, it means 'value-oriented company leadership.' Eckhard Zanger, DaimlerChrysler spokesman, explained management has set precise profitability targets for all segments of the business. The long phrase, explains John Lawson of SalomonSmithBarney in London, makes the concept more palatable to Germans.