In english – 100 anni Whirlpool

Thank you

Redazione — Thu, 16 Jun 2011 21:37:12 +0000

It was a real tour, covering 554 miles, across four states, Illinois, Indiana, Michigan and Ohio. Four towns and cities, Chicago, Benton Harbor, Greenville and Clyde. Three nights, in three different facilities (the lodge in Brandywine Creek was marvelous).
Whirlpool managed the whole initiative impeccably. Special thanks go to Kristine Vernier, Jody Lau and Lesli Davis Clarke, our delightful Muses and guides.

Thanks also go to Jill Saletta, Kim Thompson and Jeff Noel, who were always there for us. To Nancy Tennant, who organized a fascinating evening about innovation. To the chairman, Jeff Fettig, who received us and listened to us carefully; he is the “boss”, and the man that has most credit and responsibility for the new trends in Whirlpool. To the various directors and heads of the groups that took part in the various meetings and visits.
And for me personally, a huge thank you goes to Pierre, who translated most of the speeches for me, and who put up with me for three days.

A tower of Babel on a coach

Redazione — Thu, 16 Jun 2011 21:05:43 +0000

A Chinese woman, four Indians, three French people, an Italian, five Brazilians, a Guatemalan, two Argentineans, Pierre (whose nationality is unknown) and three Americans, the staff and driver.
This is the twenty-one strong group of participants on the International Media Tour. All with quite different origins, experiences and ages. Latin America is the continent with the largest representation, with seven participants; then come Asia and Europe, with five.
At first, the fast-paced sequence of initiatives did little to help us to get to know each other, but it was only a question of time, because the atmosphere changed on the second day, and during the evening in Greenville, the “Latin folks” focused the attention of one of the two tables, and discussions about history and football immediately arose.
The coach (with its driver) was the twenty-first participant. Twelve hours traveling between Illinois, Michigan, Indiana and Ohio, is, by no means, short.
It was a lovely experience to bring these three continents together. A tower of Babel, of great variety, that enabled us to learn about such different worlds. And it is pleasing to hear that Italy “es la mas bonita”. In spite of everything, we still have not destroyed credibility and beauty. These are the words of Brazilians, and not only.

The deeper America

Redazione — Wed, 15 Jun 2011 04:18:04 +0000

Four and a half hours by coach. A ride through the countryside that connects the Northwest and the Midwest. We soon leave Michigan and enter Ohio.
The scenery is dominated by green, the green of fields and of little woods, here and there. This is the lesser known America, the deeper, more conservative America. After ending his election campaign here, like his rival McCain, Obama conquered the White House, also thanks to the votes of the eleven million inhabitants who, thus far, had almost always chosen the Republican Party. Although Benton Harbor is known throughout the world for being home to the headquarters of Whirlpool, Greenville owes its lesser, albeit important, notoriety to KitchenAid.
On every pole in the town, there are two American flags, and a banner remembering the Greenville Treaty, which was signed on August 3, 1795, in the then Fort Greenville, by a delegation of native Americans and the Western Confederation.
In more modern times, another historical date is 1919, when KitchenAid opened its first factory. What effect the factory has on the local economy can be understood from the attention that the local authorities too dedicate to it during our tour. At the dinner in the Bistro on Broadway, which was the site of KitchenAid’s first production, as well as the county’s Director for Economic Development, there was also the Mayor, Mike Bowers, who explained, in great detail, why he is proud to have this company here. “They speak about us throughout the country, and dozens of coaches come, bringing people to see the factory, and now, also its showroom.”

A home changes your life

Redazione — Tue, 14 Jun 2011 22:45:40 +0000

On the journey from Benton Harbor to Greenville, we talk about Whirlpool’s social commitment. A lot is done on the land, but what is important to the multinational is the home, which is the central element of everyone’s life. And so, it has embraced with conviction the project “Habitat for Humanity”, which seeks to give a home to those who have none.
Thanks also to the commitment of the former President, Jimmy Carter, and his wife, several houses were built a short distance from the headquarters.
A television monitor shows a sequence of images and interviews that tell the various stories of the people involved in the project.

Here is the trailer produced by the corporation for Habitat for Humanity, the charity that Whirlpool is committed to. For decades, the company’s employees have been going, in person, to build houses for those who cannot afford them.

“We’re all important”

Redazione — Tue, 14 Jun 2011 18:59:05 +0000

Forty-five minutes had been scheduled, and he respected them as he answered all of the questions of the journalists on the International Media Tour. Jeff Fettig is sure that what is fundamental to Whirlpool’s growth is innovation. This is also what Nancy Tennant Snyder says in her book Unleashing Innovation. The chairman of Whirlpool picks up the book and gives it to Samidha, a young Indian journalist to his right. “Best wishes,” is what he chooses for the dedication. The scene is spontaneous, but clearly symbolic. One of the most powerful managers on the planet, of one of the most important multinationals hands over the sign of success to a young woman from an emerging country, that is becoming increasingly important to Whirlpool.

Deep, blue eyes, and the hint of a smile that lasts only a moment. He misses none of what happens in the Executive Dining Room. He observes and listens carefully. It is important for him to have so many journalists from every part of the world. From his behavior, it is clear he understands that the questions are one of the best indicators of how his company is perceived.

Jeff Fettig has been part of the corporation’s top management since 2004. It was not easy to take the place of David Witwam, who had been the chairman for seventeen years, and who went down in history as the man who began a revolution in the company. Then, there was a serious economic crisis, with the cost of raw materials that increased by double figures. However, Fettig demonstrated a strong vision of the future, by encouraging the internationalization of Whirlpool, which proved to be a winning choice. Many of the questions came from journalists from emerging countries. The chairman said he was very satisfied with how the situation is going in India and Brazil. The greater concern, however, is China, where the potential is enormous, but where only a part of the market has been conquered so far.

When he hears Varese mentioned, his face brightens up, because be lived, for some time, in Luvinate, at a stone’s throw from the golf course, which is one of his loves. “Innovation concerns all our employees, whether they are manual workers, involved in production, like those in Cassinetta, office workers or managers in Comerio. We give importance to everyone’s ideas and suggestions, whether they come to us by formal or by informal means.” Against the guiding light of Jeff Fettig’s acts, it makes little difference what the social class or status of the employee is. They can all be important.

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Among mixers and washing machines

Redazione — Tue, 14 Jun 2011 15:34:59 +0000

Created in 1919, the KitchenAid “mixer” remains an icon. It is produced in the factory in Greenville, Ohio. Opened in 1996, this new production unit has 900 employees, who manufacture over two and a half million pieces. The mixer comes in no fewer than 52 colors, to satisfy every possible taste, and is the product that, as an “aid in the kitchen”, gave the brand its name.
The factory in Clyde produces washing machines. It is the largest factory in the world, and has 3400 employees who churn out over 20,000 pieces a day. “On my first day at work, I got lost in there, and it was only thanks to the perimeter wall that I managed to return to the entrance.” The person who guides us on the second part of the tour, which includes the visit to the corporation’s two production units, is Al Holaday, the vice President for North America.

A lodge as a friend

Redazione — Tue, 14 Jun 2011 02:20:32 +0000

The decision to spend the second night of this “international media tour” in Brandywine Creek, was no accident.
The plaque at the entrance says “For leadership and lifelong learning”, a phrase that is by no means insignificant. And who knows how many of us have stopped to reflect on it, because there is no profession, like that of the media, where these words are more apt.
Brandywine Creek is surrounded by green, in the middle of a wood, where it is not unusual to see deer. It is a place that is fully equipped, with 4-star hotel rooms and halls of every kind, created with training in mind; there was no better setting for the evening with Nancy Tennant, a sort of guru for international innovation.
What a pity we were staying only one night, and tomorrow at dawn, would be setting off again.

Created together to grow

Redazione — Mon, 13 Jun 2011 02:28:05 +0000

Lou Upton had recently begun his new business in Benton Harbor, when the first bricks of the Reid Murdoch Center were laid.
The “father” of the future corporation would not have imagined that, 99 years later, on 9 November 2010, this historic building would become “The World of Whirlpool”. In Chicago, the company decided to open a space of prestige, that would serve not only for entertaining purposes, with operating areas for meetings of the top management. The building, which was once a warehouse for food products, combines old and modern, with areas that have been left, in part, in the condition they were in before the renovation work, as a reminder of what the building was. On one floor, there are the most important brand names, and a series of very popular products, as well as kitchens complete with every accessory.
The International Media Tour begins in “The World of Whirlpool”, with an informal evening of meetings and visits to the building.
Chicago looks magnificent. It is the “windy city”, but it still allows you to enjoy the building’s splendid terraces, from which you can get a view of one of the most striking parts of the city. The building stands on the river that crosses the city, and in every direction, the view is dominated by skyscrapers.

Italian

Welcome “World of Whirlpool”

Redazione — Mon, 13 Jun 2011 02:08:18 +0000

Mayor Richard M. Daley the 9 november 210 joined Whirlpool Corporation officials at the ribbon-cutting of the new “World of Whirlpool” facility that will serve as a destination for designers, trade customers, leaders of the home appliance industry and the media who cover that industry.Il Video

We’ll never grow tired of beauty

Redazione — Sun, 12 Jun 2011 20:19:04 +0000

The alarm clock rings early. It’s just after four, a time when even the cock refuses to think about starting to crow. There’s no avoiding the 7.10 flight from Malpensa. Pierre arrives on time and we head straight for the airport. The weather is mild, and we realize this shortly after taking off, when we’re over the Alps. There’s no denying it, we’ll never grow tired of beauty. It would be a nasty sign if we failed to be amazed by such size. This magnificent and surprising sight is repeated over Greenland, when there is still four hours of flying time to go. This endless land of glaciers is the vital heritage of all of humanity.
It’s a long way from Paris to Chicago, but what with a chat here and a chat there, and reading documents, time flies.
On arriving, Chicago is bathed in sun, with a skyline presenting a variety of faces and colors. The river characterizes part of the city, and our hotel, the Monaco, awaits us … French and Brazilian colleagues arrive with us.
And we find ourselves immediately taken up by the frenzy of the trip.

Italian