Bartlett, C.A & Ghoshal, S., Changing the Role of Top Management: Beyond Strategy to Purpose, Harvard Business Review, November December 1994. Ghoshal, S. & Bartlett, C.A., Changing the Role of Top Management: Beyond Structure to Processes, Harvard Business Review, January-February, 1995. Preparation Questions: 1. How difficult a challenge did Welch face in 1981? How effectively did he take charge? 2. What is Welchs objective in the series of initiatives that he launched in the late 1980s and early 1990s? What is he trying to achieve in the round of changes he put in motion in that period? Is there a logic or rationale supporting the change process? 3. How does such a large, complex diversified company defy the critics and continue to grow so profitably? Have Welchs initiatives added value? If so, how? 4. What is your evaluation of Welchs approach to leading change? How important is he to GEs success? What are the implications for his successor?