1.0 Introduction

Lincoln Electric is an American multinational manufacturer founded in 1895 by John

C. Lincoln (Company History, 2014). It was started with an investment of only $200

and now has become a global manufacturer that is well known (Advameg, 2014). It

was one of the world's largest supplier of welding 'equipments' which refers to the

power sources and related parts used to create electric arc, and 'consumables' such as

electrodes for many industries (Siegal, 2008).

Welding is a method used to combine metal pieces. In 2013, Lincoln Electric has

reached $2.9 billion sales while the entire welding product has approximately reached

$18.4 billion in the global market (bccResearch, 2014).

The headquartered of Lincoln Electric was located in Euclid, Ohio. At the moment,

Lincoln Electric has broadened its business to 19 countries with 44 manufacturing

located in North America, Europe, Middle East, Asia and Latin America (Advameg,

2014).

According to Siegal (2008), Lincoln Electric has motives to expand its business to

India due to some great opportunities in the India welding industry, such as 44% of

the welding consumable sales were owned by small companies and the large

companies only owned approximately 56% of the sales. From the research, India

would be one of the fastest-growing company in the world. Moreover, India recently

pay large attention on construction and infrastructure projects.

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2.0 Analysis of Business Model

The following are the analysis of Lincoln Electric's business model.

Overall Strategy Lincoln Electric lower its operating costs and increased higher

productivity quality by implementing energy management

system (EnMS) that controlling the consumption of energy

being used for its productivity, as also known as a cost-

effective measures (CEM and IPEEC, 2014). EnMS mainly

focuses on continuous improvement to ensure energy is

managed efficiently that benefits the organization in reducing

productivity cost. Lincoln Electric well-defined goal, has

successful reduced its energy consumption by 22 percent in

2013, whereby the saving can be allocated for other purpose

(CEM and IPEEC, 2014).

The energy- saving goals are develop and monitor by the

management, while the employees are also able to promote their

own ideas on developing the best strategy. According to Mir,

the Director of Engineering Service at Lincoln Electric,

"Lincoln Electric may develop a corporate culture of energy

efficiency, whereby the employees will try to save cost as they

work under a profit- sharing company". The lower the cost that

the employees used for producing, the higher the profit they are

sharing. Its cost- containment activity allows it company to be

competitive advantage in the manufacturing industry, whereby it

also enhanced its reputation due to it caring for the environment.

Moreover, Lincoln Electric able to manage its long- term

business plans as when its plant can stabilize the price.

According to Albright (2014), there are three simple steps that a

welding company can increases its overall efficiency by

reducing its energy consumption. Firstly, the company has to

make sure its tools are always upgraded and maintain in good

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condition. Secondly, new technologies such as inverter- based

power sources allows manufacturers to deliver more output and

better performance. These models are much more better than the

old ones. Lastly, using the right production monitoring tools

such as "cloud" and Software-as- a- Service (SaaS) technology

to monitor and collect data allows a company to track its

production effectively and efficiency.

Furthermore, EnMS is also being used by Lincoln Electric in its

other investment projects and expand product line. Mr. Stropki,

the Executive Vice President and Chief Operating Officer at

Lincoln Electric has announced the company plans to enhance

and widen its current product offering by developing new

technologies to meet the demands of the market, the

Magnum(R) welding gun product line and manufacturing

capabilities in welding accessories (Company News, 2014). The

same business strategy will be implement in this investment

with the purpose of increasing its market share and sales

revenue in worldwide welding gun market. Besides, this

investment also aimed to guide Lincoln Electric to higher

position in the market while it increase its technological

leadership.

Furthermore, the existing core production line of Lincoln

Electric will be supporting the welding gun market industry with

the purpose as to produce and deliver a complete and better

product line to satisfy its worldwide customers (Company

News, 2014).

As with the aim to be the lowest- cost producer with further

improvement for the environment and customers, Lincoln

Electric also encourages its suppliers and customers to be

involve in building a corporate energy culture, whereby they are

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sharing the same vision. It encourages its suppliers to

incorporate energy- efficient alternatives in their operations

because the plant's environmental footprint is directly related to

the supply chain (CEM and IPEEC, 2014). In another way to

explain, the suppliers can offer the company a lower supply cost

as when their productivity cost is lower.

Lincoln Electric also introduced the Green Initiative Awareness

Program as to promotes its initiatives to reduce the

environmental impact of its manufacturing processes and

product, it also labelling its customers' product with "Green

Initiative" as to shows their involvement (CEM and IPEEC,

2014). In addition, Lincoln Electric also offers its system, as

known as the Guaranteed Cost Reduction (GCR) to the welding

industry. It is a program that allows Lincoln Electric to

examines a company operation and process, and develop new

welding solutions and approaches that help the company in cost

saving (Company Custom Solution, 2014).

Philosophy Lincoln Electric aimed to be the market leader as to offers

highest quality welding, cutting and joining products among the

global manufacturers (Company History, 2014). Its long- term

passion for the organizational development and approaches to

new technologies allows it to generate complete solutions to

increase its customers productivity and be successful. In

addition, the organization will tend to implement as what it has

promised to its employees and maximizing its shareholder

value.

Lincoln Electric tend to be as the most well- known supplier and

the best choice for its customers in the welding industry, driven

by customer satisfaction (Company History, 2014). Therefore, it

will develop solutions that helps its customers, that have not

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done by the competitors as to exceed its customer expectations.

Furthermore, it also aimed to be competitive advantages as to be

easily differentiate from its competitors in terms of strategy,

system, quality, technology and others. The business strategy

will look further into long- term objectives such as expand its

business globally in the worldwide market serving its customers'

demand with its cost- competitive strategy and high quality. The

continuous improvement in various aspects as mentioned are

also enable Lincoln Electric to reward its shareholders and

employees in terms of profit.

In addition, Human Resources of Lincoln Electric have

responsibility to make sure that the its core value and

commitment are reflecting to the organizational principles such

as develop and motivate high quality employees. The flexibility

of Human Resources in order to cope with the global scope is

very important for respecting culture diversity, statutory and

regional business realities (Company History, 2014).

As to be the business leader in the industry, Lincoln Electric did

not forget about business ethics whereby it set environmental

responsible as its business strategy, EnMS.

According to McCafferty (2013), Lincoln Electric welcomes

visitors to its plants and training centres. The visitors are such as

customers, trade groups and students. This is because it treat

customers as an important factor for leading its business to the

top in the industry. Mr. Mapes explained that Lincoln Electric

provides learning about the welding process and technologies to

the individuals who visited, in order to be closer to its

customers. Furthermore, it also helps the visitors to solve the

problems that they are facing and guiding them with solutions.

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Compensation Lincoln Electric succeed to become the industry-leading

productivity due to its unique strategy management. The four

main components of its strategy are such as piecework wages,

annual bonus based on overall performance, guaranteed

employment and elected employee advisory board (Siegal and

Larson, 2009). This is because the organization thinks that

keeping its employees motivated is very important for its

productivity.

Lincoln Electric has implementing piecework system as its main

payment system since it was developed and it promised to its

employees that, this system would be everlasting. Employees

have the right to challenge every adjustment in rates for their

payment, but there is no guaranteed minimum hourly pay

(Koller, 2010). Furthermore, employees enjoy unlimited

potential compensation that they can earn due to the

compensation is based on actual productive output. In other

words, if the employees produce more, they are being paid

more. This system is also known as Lincoln Electric Incentive-

Pay System.

Therefore, Lincoln Electric hired experts to establish a monetary

piece rate that ensure employees earn competitive wage in

normal productivity rate for their similar jobs in the market.

Piecework system at Lincoln Electric is absolutely transparent,

as to be fair and honest to its employees, employees trust and

feel respectful to be work with the company.

Lincoln Electric has also developed a guaranteed- employment

policy whereby no employees to be laid off (Kerley and

Biberica, 2010). However in return for the job security, the

employees have to agree to several agreement according to the

policy, production employees are guaranteed at least 30 hours of

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work per week and they have to work overtime when it is

needed (O' Toole, 2013). Employees have the responsibility

towards the quality of their own work, they have to use their

personal time to complete the imperfect work that they have

done. This policy generated trust and loyalty between the

management and the employees and formed a strong sense of its

organizational culture.

O' Toole (2013) explained that when employees have worked at

Lincoln Electric for more than 2 years, they will be able to be

participate in the organizational year- end bonus plan, whereby

the bonuses are almost three-quarters of the organization's

profit. The bonus system is paid according to the employees'

output, quality, dependability, teamwork and many other factors

due to the agreement between the managers and employees.

Lincoln Electric provides career opportunities for it employees

to apply for the job vacancies before looking for outsider

(Company History, 2014). For example, employees have the

opportunities to work in other countries. However, Lincoln

Electric will look into the employees' qualifications, know

ledges and experiences while selecting the right candidates to

support its global business.

Lincoln the founder of Lincoln Electric believes that if its every

of its employees treat the organization as their own, problems

can be solves easily as they put all of their effort into it. He

thinks that, policies that mainly focus on the benefit of

stockholders are ridiculous and unreasonable because they did

not contribute at all. Therefore, he thinks that the managers and

employees are the best candidates to own the stock. He believed

that the main objective of a business is to serve customers with

highest quality product at the lowest cost (O' Toole, 2013). It

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offers a lot of benefits to its employees such as paid vacations,

employee stock ownership plan, employee suggestion program

and incentive bonuses.

Leadership James F. Lincoln's the founder of Lincoln Electric is well-

known for its leadership style, whereby he success to get

respected and trusted by his employees. Most of the employees

are loyal to the company due to Lincoln's leadership style. He

has been using a different and unique leadership style

approaching to his business in the market which has not been

implemented by other leaders in the market before and recently,

his leadership has been well- known and set as a good example

for the leaders.

Lincoln attempt to remove the statutory gap between the

managers and employees as in order to reinforce the importance

on collective responsible for productivity improvement

(Company Leadership, 2013). For example, managers' office are

just furnished in simple way, they were also expected to have

their lunch in the same room with the employees. The managers

do not have specialities such as owning a reserved car park lot

in the company.

As to improve the commitment of employees and reduce

employee turnover, Lincoln has adopted employee stock

purchasing plan. Whereby, he set a quarter half of the company

stock available to be purchase by the management and the

employees. Lincoln explained that stock purchasing plan is

important as it able to strengthens team spirit, motivate

employees concern for company profitability as they will treat

the company business as their own business, and minimizing the

gap between the managers and the workers as they act as the

stockholders of the company with common goal (Company

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Leadership, 2013).

The leadership style used in Lincoln Electric is democratic style.

The managers passed down the authority to its employees,

whereby they have to be self-managing and organizing

production methods on their own. Furthermore, they are allowed

to access the managerial data. The employees are responsible

for the result of their own task. They might feel that they are

important for the organizational performance.

The employees are encourage to be participate and involve in

decision making on improving productivity. The purpose of this

action is to minimize the conflict between the managers and the

employees as they are able to discuss and share their thought.

In every two weeks, employee advisory board will be

nominating the employees to discuss the collective ideas with

the top management and the top level management will choose

the best decision to be implement (Koller, 2010).

Lincoln also closer the gap between the employees and the

company by reinforcing job security, by introducing a policy of

promote from within. For example, the company practices of

posting all job openings at the plant and able its existing

employees to apply for the jobs.

Communication Siegal and Larson (2009) explained that Lincoln Electric

practices a complementary management. For example, it

assigned dependency towards to its factory employees instead of

having a large amount of supervisors on the plant floor.

Lincoln believed that employees should be respected and given

a chance to develop and use their talents on the job so that they

9

will be motivated and produce more (Berg, 1983). He encourage

the employees to share their ideas. An elected employee

advisory board has been created with the purpose for the

employees to communicate with the top management for

sharing ideas and thoughts. This can leads to having the same

interests between the management and employees which closer

their relationships.

In addition, Marketing Communications Specialist at Lincoln

Electric plays an important role to communicate with other

departments and different functional jobs. Marketing

Communications Specialists are the key members of the

marketing team and responsible to connecting the Product

management with all other related departments to ensure the

successful position of the company products (Company Career,

2014). They identify the key competitive advantages along with

the product managers and develop plans that motivate the target

market by promotion activities. In another words, they are in

charge for promoting a particular project or product from the

developing of the product till the promotion of the product to the

target market. Therefore, they also need to be cooperate with the

creative and media groups within the company to ensure the

product are finished on time, ensure the productivity cost is

within budget with the productivity line and cope with the

Human Resource department to ensure the whole process relates

to the company objectives (Company Career, 2014).

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3.0 Generalization of Lincoln Business Model to Other Industries

The company is famous for its long-term successful management such as high

productive, highly-skilled work force, as well as its well-known Lincoln Incentive

Management System (Feder, 1999). Lincoln Electric's Energy Management System

(EnMS) success in reducing its operation cost and produce higher product quality by

controlling energy consumption being used for its productivity is well- known as a

cost- effective measure and benefit to the environment in ethical view.

Recently, there are many business services that offer energy management services to

the industries. The industrial energy management system are keep on improving as to

assist the industrial facilities to minimize the consumption of energy while cope with

the market demand in terms of productivity. The energy management system provide

services such as identifying the business energy consumption and offer suggestion to

their clients on how to reduce the consumption of energy. Furthermore, computer

hardware and software applications plays an important role for the industries due to

most of the industries rely on electric utilities as to monitor, analyze and control their

business data and information (General Electric Company, 2014).

The new technologies also support an organization with better communication process

efficiently. With the help of energy management system, the industries able to cope

with its long-term objectives and effectively measuring their cost of production.

Therefore, Lincoln Electric overall strategy can be implement by other industries

generally. Even, Lincoln Electric has developed GCR program with the same purpose

to its customers.

Many industries did research on its long-term success Incentive Management System

and recompose its methods of managing and use it on their own rewarding system

towards their workers.

Kohn (1993) explained majority of U.S. service corporations motivate their

employees to improve on their performance by implementing compensation program.

Most of the companies think that awarding their employee are able to inspire them

doing better in their performance (Gerdeman, 2013). The work-related award are such

as 'best employee of the month' or 'top salesperson' (Gubler, et al., 2013). However,

11

according to some experiments have done, people are not motivated to do a better job

due to incentive. According to behaviour research, piecework, stock distribution,

special privileges and commissions are only temporary motivation (Kohn, 1993). A

person's attitude and behaviour cannot be change easily, once the reward system no

longer exist, people will tend to get back into their old behaviours (Atkinson and

Lucas, 2011).

Gubler, et al. (2013) research on attendance award program which resulted rewarding

system based on employees' behaviour might lead to a decrease in motivation and

productivity. It causes decreasing in productivity by the excellent employees due to

they were demotivated since they have been already doing good all the while but did

not awarded and feel unfair (Cameron and Pierce, 2002). Therefore, Larkin thinks that

management should not introduce the award program in order to increase productivity

but analyze and award to the employees who have been doing good job since the past

(Gubler, et al., 2013). Lincoln Electric Incentive Management System might work for

service industry, however, the companies have to use it correctly.

In service industry, numerous successful company leaders have tried to adopt with

James F. Lincoln's leadership style. They have tried to increase their employees

commitment and loyalty towards the company by minimize the statutory gap,

providing stock ownership plan and implementing democratic style. Using the right

leadership style has a big impact towards service industry as the employees are the

main factor that directly correspond to customer satisfaction. The motivation factors

are same for all individuals as for stock ownership plan. This is because a person will

tend to put more effort on working something that they owned.

Democratic leadership style is also known as participative leadership, whereby it is

the most effective leadership that motivates employees put more effort to produce

higher productivity (Woods, 2005). Besides, it also allows employees to share their

ideas and thought in decision making, whereby closer the gap and increase group

morale.

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4.0 Employment Incentive Program to another Country

It is possible to be successful implementing its employment and incentive system in

other countries. However, its strategy must fit into the country to be operated and

manage its global workforce (Pangarkar, 2011). Therefore, Human Resources plays

an important role to manage the organization in other countries and be competitive in

the market. Caligiuri, et al. (2010) explained that, International Human Resources of

Lincoln Electric has to develop policies, systems and practices to be effectively

manage people globally. Moreover, Human Resource is also in charged on

investigating the national cultures, talent and ability before moving it business to that

particular country. In addition, Human Resource has to design training programs and

implement it in that particular country so that the global employees would get an idea

on the Incentive System.

The International Human Resource Management are often the top management at

headquarters. Therefore, the top management are also responsible to manage the

system. Moreover, the frontline managers are accountable to develop, attract,

motivate and retain skilful employees (Caliqiuri, et al. 2010).

Leaders should show good example so that the followers will be influence (Martin,

2013). The characteristics of a leader is to demonstrates its subordinates on how to get

the job done. The leaders should practicing company objectives such as reduce energy

consumption and be friendly with their subordinates. Employees would able to adopt

to their working environment if their leaders able to lead or guide them in the process.

They might able to cope up with the new procedure and be better in productivity

(Burchell and Robin, 2010).

As an influencer, the leader should be focusing on the benefits to the group rather than

his individual benefits. Therefore, the leaders from Lincoln Electric from the

headquarter are responsible to coach the employees at India about the company

strategy and system as to let them have better understanding about the company they

are working in. Furthermore, leaders influences must correlated with the organization

vision and values.

13

However, there are some challenges that often faced by the management due to

different countries have different type of leadership style, management, culture and

perspective. According to Hofstede (1980), India has higher degree of uncertainty

avoidance compare to US. Therefore, they might not accept what is being new to

them. Furthermore, Indian society expected an unequal distribution of power whereby

the leader has high authority power which control over his employees. Therefore, they

might not able to accept or feel uncomfortable with Lincoln Electric management

which allow its employees to make decision and give options. Indian managers might

feel ashamed that they did not have the power to control their subordinates.

In culture perspective, India used to be a county with gender inequality such as men

are more powerful than women. The men can control the women, they might not get

along well with the organization's culture whereby everyone are treat equally. They

might also feel disrespectful if a woman as their manager. Habitually, Indian men

would not shake hands or greets women out of respect, whereby the women should

initiate the greeting. Therefore, the employees from other countries should take

precaution that they should initiate greeting towards the Indian managers, especially

the female employees.

Furthermore, employees who are not able to work under pressure might feel stressful

towards the piecework system and incentive program that always been using by the

company since it started its business. The employees may also feel unpleasant with no

pay-off for sick or holidays.

In India, employees prefer hourly wages system but not piecework wages which

implemented by Lincoln Electric although Lincoln Electric allows employees to

choose which job they would like to work with and there is a guaranteed- employment

policy whereby no employees to be laid off. Furthermore, the employees in India

might feel safe with minimum 30 hours work per week as the wages allows them to

cope with their living. However, they might not agree to the agreement that they must

have to work overtime when it is needed.

Indian employees might feel that there is unwanted responsibility, such as they have

to use their personal time to complete interrupted product that they have done without

14

extra payment. Sometimes, the employees might also need to do cleaning jobs which

have nothing to be done with production. Therefore, it is hard to administrating this

system without creating a bad atmosphere at work and just achieving productivity.

The policy also included demanding more production without mistakes so that the

employees to get a chance to be promote within, however it might also cause

competition between employees (Feder, 1999).

15

5.0 Overall Conclusion

In conclusion, Lincoln Electric able to achieve its long-term goal and leading in its

industry due to its energy management system for minimizing the cost while

producing high quality products, incentive compensation management system and its

leadership style. James F. Lincoln's leadership style has been a good example of

leadership for leaders nowadays.

This case shows that, an organization that pays respects and benefits to its employees

able to increase employees' loyalties and productivity. The service industry able to

cope with Lincoln Electric business model, however, the managers have to implement

it correctly. The incentive system might able to increase employees' productivity but

may worst the situation if wrongly implemented. It may decrease employees'

productivity and causes the skilful employees leave the organization due to the

management failed to reward them.

Employees of Lincoln Electric must accept lower wages, reduced working timetables

and even lower-paid works when the organization suffers from a slow period. The

characteristics of employees who enjoy working at Lincoln Electric must able to do a

good work under pressure and they are the type of people who likes competitive and

self-improvement.

Furthermore, not every country can adapt to the same incentive system this is because

different countries have different leadership, cultures and perspectives. Therefore, the

organization need to remodify its incentive system or implementing steps by steps so

that the employees can adapt to the system easily. Leader influences and the Human

Resources are very important as for the Indian employees to cope with the business

model.

(1,706 words)

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