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These units were exploration, production, oil products, chemicals, gas and coal, and central staff functions. This design was to make Shell more efficient, and focused on their customers. This started them off in the right direction, but did little to change their tainted image and policies. A major turning point happened at an executive retreat when Herkstroter, the chairman of the CMD, admitted that the company needed to own up to its problems and stop blaming outside sources for inside problems. This stunned the Shell organization. Shell was known as a “hard” company and the admission of “guilt” was not something that had happened before...
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