Levi Strauss Emily Morgan Is a 30-Year Veteran at Levi Strauss

Levi Strauss
Emily Morgan is a 30-year veteran at Levi Strauss & Company. She joined the company as a secretary in the advertising department and slowly began rising through the ranks. The more she saw how the company worked, the more dissatisfied she became. According to Morgan, the company was “dysfunctional” and “internally competitive, one division against another.” This is why Morgan became a part of the change initiative when talk of reinventing the company spread through headquarters. She led the team that designed the Develop Sources process, a system for working with suppliers. In 1995, Morgan became vice president for fulfillment, Asia. Her job was to convince Levi’s Asia suppliers to adopt more efficient production and distribution techniques. The Asian suppliers were
afraid of change. Once Morgan and her staff showed suppliers how use of the Develop Sources program would
benefit them, Morgan’s job to transform Levi’s Asian operations became easier.

-Refer to Levi Strauss. Why did Levi decide to change the way it was conducting business?

A) to protect its competitive advantage
B) to downsize its work force
C) to make outsourcing more economically feasible
D) to create economies of scale
E) to direct group norm development