
One of the strategy courses I completed in my MBA noted that CEOs should protect the culture of the company. I didn't fully understand the statement at the time, but as an investor, I can now see the argument more clearly.
In my reading about the history of large, successful companies, there is often a founder who was dedicated to creating customer value through superior products. Being a customer-centric company was part of the culture, reinforced daily by the founder.
Once a founder has retired, professional managers assume leadership roles, and everything changes. These managers try to boost profits by cutting costs, reducing staff numbers or tweaking the product formulas. If sales stay stable they slash costs further until, inevitably, they end up with an inferior product and declining customer service. The culture has changed, with the new focus on profits, instead of the customer.
Only the CEO can tell everyone that the company is happy to forego short-term profits, to focus on quality, and ultimately earn more money in the long run. Without that culture, people automatically focus on the short-term.
Here are a few examples from large international food brands. Coke in the US switched from cane sugar to corn syrup in the 1980s, to cut costs. That prompted consumers to seek out 'Mexican Coke', which still uses the original cane sugar formula. KFC changed its chicken recipe, which originally required the chicken to be double-fried. Going to single frying saves money. Think of a McDonald's burger today, and how much it has changed since you first had one?