1.

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.

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
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
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
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.
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 IncentivePay 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
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
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 wellknown 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
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
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
9

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).

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

10

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,
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

11

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.

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
12

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.
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
13

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
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

14

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

competition between employees (Feder, 1999).

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
15

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)

6.0

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19