The CEO controls the allocation of scarce resources such as money and decision-making power among the organization's functional areas or business divisions. This control gives the CEO enormous power to influence the direction of the organization's future value creation activities-the kinds of products the company will make, the markets in which it will compete, and so on. Henry Ford III won back the CEO's job at Ford after its former CEO, Jacques Nasser, came under criticism after spending tens of billions on countless global projects that had done little to increase the company's profitability. Ford's philosophy is that his managers must prove their projects will make money before he will allow funds to be spent.

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