Gareth Morgan is best known as the creator of the concept of 'organisational metaphors' as a management tool. His greatest insight has been to determ… - Morgen Witzel

Arie de Geus is a former executive with Royal Dutch/Shell who, together with Peter M. Senge, is responsible for the development of the concept of the ‘learning organisation’. In the early 1990s it was Senge, through his best-selling book The Fifth Discipline (1990), who did most to disseminate and popularise the concept. More recently, however, de Geus has produced an important body of writing in his own right, notably The Living Company (1997), in which he takes an organic and holistic view of organisations and closely links their ability to learn with the extent to which they are integrated into their environment.

On one level, then, Cadbury can be seen as a classic example of Victorian industrial paternalism, albeit carried to greater lengths than in most other companies of the day. On another level, however, the Cadbury system resulted in a very strong, highly flexible organisation which, thanks to the strong levels of employee commitment and participation, could draw on a large bank of experience and intelligence to solve problems and undertake what amounted to continuous improvement. The employee participation system in particular meant that Cadbury was constantly upgrading its processes and products. Herbert Casson regarded Cadbury in the 1920s as one of the best-run companies in Britain, if not the world, and summed up the key to its success very succinctly: ‘At Cadbury, everybody thinks.’

In retrospect, Mooney’s mission looks incredibly naive. It is astonishing that he could have been so close to affairs in Germany and yet not have realised the true nature of the Nazi regime; but it seems this was so. His efforts, though made in good faith, were kept secret at first, but eventually news leaked out and in the summer of 1940 PM magazine in the USA ran a series of articles accusing Mooney of Nazi sympathies and linking his meeting with Hitler to his earlier receipt of the German Order of Merit for services to industry in 1938.