Novo Nordisk is a healthcare company that focuses on diabetes treatment. It employs 18,000 employees in 68 companies, but intends to double the number of employees between 2000 and 2010. To this end, the company has developed a five-pronged "People Strategy," which targets attracting and retaining the best people, customer relations, development of people, equal opportunities, and the creation of a winning culture. The same focus areas are addressed in all of the company's divisions, whether in Japan, Belgium, or the United States. The company's challenge is to develop a global mindset and at the same time, hold on to their values and culture.

This strategy has made Novo Nordisk the 2003 Optimas winner for Global Outlook (Each year, Workforce celebrates excellence in workforce management with these awards, given in 10 categories, ranging from Competitive Advantage to Vision. In the Award, Workforce pointed out such accomplishments as the company tripled its sales force in the United States, and Japanese employees shifted to a performance- based bonus system, instead of the country's traditional bonuses-for-all approach).

Executives at the company feel that what makes the People Strategy unique is its top-to-bottom follow-through. Each of the business units is given a guide for making the People strategy work. It spells out the five focus areas, showing the year's target for each focus point, how employees achieved goals in the focus areas, and a toolbox for how the unit can meet its targets. Performance toward the targets is factored into top management's compensation.