Publications
Publications
- April 2024
- HBS Case Collection
Michelin in Motion: Putting Purpose to Work
By: Hubert Joly, Nitin Nohria and Emilie Billaud
Abstract
When he became CEO, facing limited growth prospects, a low valuation, and therefore a stagnating share price, Menegaux and his team launched a set of initiatives to reposition Michelin. These included (1) articulating a clear purpose (“We care about giving people a better way forward”), (2) formulating a strategic vision—the “Michelin in Motion” strategy aiming to generate 20%-30% of revenue from non-tire activities by 2030, a significant leap from less than 5% in 2020, (3) introducing a new leadership model—I CARE—and reshaping the company’s values around the idea of respect for all its stakeholders, and (4) introducing the dream for Michelin to be recognized by 2050 as a critical innovation leader that helped humanity conquer new frontiers. The overall plan centered on driving performance across profit, people, and the planet. Despite challenges, by 2024, these changes had begun to show results, with the company's share price rising by 23% since the beginning of his tenure, although Menegaux believes this does not fully reflect the company's potential.
Keywords
Transformation; Talent and Talent Management; Innovation Strategy; Leading Change; Goals and Objectives; Growth and Development Strategy; Management Practices and Processes; Organizational Culture; Identity; Motivation and Incentives; Corporate Strategy; Diversification; Value Creation; Mission and Purpose; Valuation; Manufacturing Industry; Rubber Industry; Transportation Industry; Europe; France
Citation
Joly, Hubert, Nitin Nohria, and Emilie Billaud. "Michelin in Motion: Putting Purpose to Work." Harvard Business School Case 324-127, April 2024.