CPF sets corporate values

President and CEO Adirek Sripatak said that aggressive expansion has driven the conglomerate to adopt a tighter corporate strategy.

With a huge workforce spread throughout 20 countries, it is inevitable that junior workers and some middle-level executives of the company do not share the same business concepts as the top executives led by Dhanin Chearava-nont, chairman of CP Group.

“We need a single set of values to ensure the continuity of corporate success,” said Sripatak.

Named “The CPF Way”, the programme was drawn to promote young management talent to learn about the organisation’s culture via an exchange of views with top executives more often. It concentrates on six key practices: receptivity to change; personal mastery and shared learning; innovation; integrity and honesty; achievement orientation; and returns to Mother Earth.

Sripatak believes that the strategy – based on international practices – will drive the company from an original equipment manufacturer (OEM) to a global brand manufacturer. In particular, the plan aims to change the mindset of its employees to concentrate more on brand building, consumer needs and retail business channels. “The CPF Way” should additionally support the company’s plan to achieve sustainable growth amid fierce competition.

Knowledge transfer is a main focus, given that some executives have worked for the company for 40 years. One day every month 10 selected employees present their ideas to improve their respective areas to Dhanin and other top executives. The presentation is stored in the in-house electronic system so that other employees are informed of the same issues.