The Strategy-The Strategy-Focused Organization: Theory Focused Organization: Theory and Method (II)and Method (II)

SynergySynergy Strategy as a Step in a ContinuumStrategy as a Step in a Continuum Aligning the Strategy to the Aligning the Strategy to the OrganizationOrganization

SynergySynergy

SynergySynergy = “The combination of factors which = “The combination of factors which each multiply the effects of the other(s) rather each multiply the effects of the other(s) rather than merely adding to them.” than merely adding to them.” [i][i]

When the whole resulting from employing When the whole resulting from employing organizational resources and capabilities exceeds organizational resources and capabilities exceeds the sum of the parts we may speak of a special the sum of the parts we may speak of a special global effect that is its synergy. global effect that is its synergy.

[i][i] Source: Source: www.llrc.org/jargonbuster.htm

Illustration: Market Value Added: General Motors & General Electric compared

General Motors General Electric

Market value

- Capital Employed

= Market Value Added

Revenues

Employees

Profits

$62 billion

($83 billion)

= - $21 billion

$169 billion

709 000

$5.0 billion

$176 billion

($54 billion)

= +122 billion

$70 billion

222 000

$7.3 billionSource: Lowe, Julian. Strategy and Management of Change, Understanding Strategic Performance

The synergy allows the organization to transform the The synergy allows the organization to transform the sum of its numerous sectors, business units, sum of its numerous sectors, business units, departments, different functional areas such as departments, different functional areas such as finance, manufacturing or sales into a whole finance, manufacturing or sales into a whole exceeding their mere sum, resulting into a new type of exceeding their mere sum, resulting into a new type of organization that display a new feature of being a organization that display a new feature of being a strategy-focused organization. strategy-focused organization.

Synergy has the power of transforming an institution Synergy has the power of transforming an institution “traditionally designed around functional specialties”, “traditionally designed around functional specialties”, each function having its own “body of knowledge, each function having its own “body of knowledge, language and culture”, therefore, being fragmented by language and culture”, therefore, being fragmented by major barriers, into a strategy-focused organization. It major barriers, into a strategy-focused organization. It is surprising to see how a functional-oriented is surprising to see how a functional-oriented organization leaves its place to a highly focused organization leaves its place to a highly focused organization that break through the former barriers organization that break through the former barriers between the functional specialties of the same between the functional specialties of the same company.company.

““Executives replace formal reporting structures with Executives replace formal reporting structures with strategic themes and priorities that enable a consistent strategic themes and priorities that enable a consistent message and consistent set of priorities to be used across message and consistent set of priorities to be used across diverse and dispersed organizational units. Business units diverse and dispersed organizational units. Business units and shared service units become linked to the strategy and shared service units become linked to the strategy through the common themes and objectives that permeate through the common themes and objectives that permeate their scorecards. Often, the ad hoc organizations emerge their scorecards. Often, the ad hoc organizations emerge to focus on scorecard strategic themes.”to focus on scorecard strategic themes.”[i]

We have to underline the new concepts arising from We have to underline the new concepts arising from such an approach: such an approach: the organizational processthe organizational process, , the the strategy-focused organizationstrategy-focused organization, , the ad hoc organizationsthe ad hoc organizations (emerged to focus on strategic themes). These concepts (emerged to focus on strategic themes). These concepts add themselves to the traditional approach of the add themselves to the traditional approach of the organizations and together with the above mentioned organizations and together with the above mentioned concepts required by the strategic management approach concepts required by the strategic management approach of a company – the strategy map, the Balanced of a company – the strategy map, the Balanced Scorecards, the cause-and-effect linkages, the synergy as Scorecards, the cause-and-effect linkages, the synergy as an overarching goal of the organization –lead to an overarching goal of the organization –lead to rethinking of the science of the organization in a rethinking of the science of the organization in a revolutionary way. revolutionary way. [i] Kaplan, Robert S., Norton, D. (2001). Op. cit ., p. 12 Kaplan, Robert S., Norton, D. (2001). Op. cit ., p. 12

The science of organization keeps its pace with the new The science of organization keeps its pace with the new type of economy that emerged with the beginning of type of economy that emerged with the beginning of the new millennium. This new approach which is the new millennium. This new approach which is tantamount to a new paradigm sanctions the triumph of tantamount to a new paradigm sanctions the triumph of weberian perspective on the economy and weberian perspective on the economy and organizations. The ethos has a crucial role in promoting organizations. The ethos has a crucial role in promoting a new historical type of economy. The new operating a new historical type of economy. The new operating management system focused on the strategy and on the management system focused on the strategy and on the intangible assets is the equivalent within the intangible assets is the equivalent within the organizational strategic approach of the weberian organizational strategic approach of the weberian concept of ethos. concept of ethos.

Coming back to the operational aspects of the Coming back to the operational aspects of the strategic approach we should, further, stress out that it strategic approach we should, further, stress out that it illustrates a topological research perspective in the illustrates a topological research perspective in the study of a company as long as such an approach study of a company as long as such an approach requires to look for other spaces of attributes or requires to look for other spaces of attributes or variable describing the ad hoc organizations emerged variable describing the ad hoc organizations emerged to focus on scorecard strategic themes. Kaplan and to focus on scorecard strategic themes. Kaplan and Norton gave an example of such a topological analysis Norton gave an example of such a topological analysis applied to a retail firm for women’s clothing (applied to a retail firm for women’s clothing (see next see next

slideslide).).

 

Financial

Revenue Growth

Product Quality

Shopping Experience

Profitability

Customer

Learning

Internal

Merchandise Buying/Planning

Systems

Factory Relationship

Skills

Line Plan Management

“A” Class Factories

Sourcing and Distribution Theme Measurement Target Initiative

   

• Operating Income

• Same store growth

• 20% increase• 12% increase

• Likes Program

Return rate- Quality- Other Customer loyalty- Ever active- # units

Reduce by 50% each year

60% 2.4 Units

Quality Management Customer Loyalty

Merchandise from “A” factories

• Items in stock

• 70% by year 3

• 85%

• Corporate Factory Development Program

• % of strategic skills available

Strategic systems vs. Plan

Year 1 (50%) Year 3 (75%) Year 5 (90%)

• Strategic Skills Plan Merchants’ Desktop

““The strategic theme describe the “recipe” for The strategic theme describe the “recipe” for combining the intangible ingredients of skills, combining the intangible ingredients of skills, technology, and organizational climate with technology, and organizational climate with internal processes, such as sourcing and internal processes, such as sourcing and distribution, to create tangible outcomes – distribution, to create tangible outcomes – customer loyalty, revenue growth, and customer loyalty, revenue growth, and profitability. In this way, the Balanced Scorecard profitability. In this way, the Balanced Scorecard provides the measurement and management provides the measurement and management framework for knowledge-based strategies.”framework for knowledge-based strategies.”[i]

[i] Ibid., p. 72 Ibid., p. 72

Strategy as a step in a continuumStrategy as a step in a continuum

We have to make some additional specifications to the We have to make some additional specifications to the concept of strategy. Strategy is “one step in a concept of strategy. Strategy is “one step in a continuum”. It corresponds to the operational act of continuum”. It corresponds to the operational act of defining “the logic” of how a vision proposed by a leader defining “the logic” of how a vision proposed by a leader could be achieved within an organization. The strategy could be achieved within an organization. The strategy makes credible a vision. It can even “quantify” a vision, as makes credible a vision. It can even “quantify” a vision, as Gerry Isom proceeded immediately after the moment he Gerry Isom proceeded immediately after the moment he accepted the presidency of the division of a well-known accepted the presidency of the division of a well-known company (CIGNA’s Property & Casualty Division). The company (CIGNA’s Property & Casualty Division). The management process, therefore, involves many steps, management process, therefore, involves many steps, starting with the mission of an organization (“why we starting with the mission of an organization (“why we exist”) continuing with the “core value” (“what we believe exist”) continuing with the “core value” (“what we believe in”), the vision (“what we want to be”), followed by in”), the vision (“what we want to be”), followed by strategy (our game plan), the Balanced Scorecard as the strategy (our game plan), the Balanced Scorecard as the step of implementation within this continuum, strategic step of implementation within this continuum, strategic initiatives (what initiatives (what wewe need to do), personal objectives and, need to do), personal objectives and, finally, the strategic outcomes. finally, the strategic outcomes. [i]

[i] See Kaplan, Robert S., Norton, D. (2001). Op. cit., p. 73 See Kaplan, Robert S., Norton, D. (2001). Op. cit., p. 73

All these steps are sequences in a continuum which we All these steps are sequences in a continuum which we have chosen to call have chosen to call organizational processorganizational process. This . This perspective makes explicit that an organization is not perspective makes explicit that an organization is not merely a static structure but a merely a static structure but a strategic organizational strategic organizational processprocess. “The process begins in a top down fashion, . “The process begins in a top down fashion, clearly defining strategy from the perspective of the clearly defining strategy from the perspective of the shareholder and customer.” shareholder and customer.” [i]

““It asks «What are the financial objectives for It asks «What are the financial objectives for growth and productivity?» (…) Once the financial growth and productivity?» (…) Once the financial objectives have been specified the process continues by objectives have been specified the process continues by asking, «Who are the target customers that will asking, «Who are the target customers that will generate revenue growth and a more profitable mix of generate revenue growth and a more profitable mix of products and services? What are their objectives, and products and services? What are their objectives, and how do we measure success with them?» The customer how do we measure success with them?» The customer perspective also should include the value proposition, perspective also should include the value proposition, which defines how the company differentiates itself to which defines how the company differentiates itself to attract, retain, and deepen relationships with targeted attract, retain, and deepen relationships with targeted customers.” customers.” [ii][ii]

[i] Ibid., p. 76 Ibid., p. 76[ii][ii] Ibid., p. 76 Ibid., p. 76

““Financial and customer objectives are desired Financial and customer objectives are desired outcomes, but they don’t explicate how to achieve outcomes, but they don’t explicate how to achieve them. The internal business processes – such as them. The internal business processes – such as product design, brand and market development, product design, brand and market development, sales, services, and operations and logistics – define sales, services, and operations and logistics – define the activities needed to create the desired customer the activities needed to create the desired customer value proposition and differentiation, and the value proposition and differentiation, and the desired financial outcomes. The forth perspective desired financial outcomes. The forth perspective recognizes that the ability to execute internal recognizes that the ability to execute internal business processes in new and differentiated ways business processes in new and differentiated ways will be based on the organization infrastructure; the will be based on the organization infrastructure; the skills, capabilities, and knowledge of employees; skills, capabilities, and knowledge of employees; the technology that they use; and the climate in the technology that they use; and the climate in which they work. We refer to these as the learning which they work. We refer to these as the learning

and growth factors.”and growth factors.” [i][i] Ibid. p. 76 Ibid. p. 76

The four perspectives are not merely perspectives on The four perspectives are not merely perspectives on the organization but, in the same time, they are the organization but, in the same time, they are organizational frameworks of the activity and organizational frameworks of the activity and reference frames of how to think, how to act, to do reference frames of how to think, how to act, to do things so that, finally, the desired outcomes should things so that, finally, the desired outcomes should be achieved. What is even more relevant is that each be achieved. What is even more relevant is that each of these four perspectives describes or indicates a of these four perspectives describes or indicates a latent organization that become manifest if and latent organization that become manifest if and while the target indicators (which appears to the while the target indicators (which appears to the employees as the exigencies) are accomplished. We employees as the exigencies) are accomplished. We can see that “the architecture of the Balanced can see that “the architecture of the Balanced Scorecard has a top-down logic, starting with the Scorecard has a top-down logic, starting with the desired financial and customer outcomes and, then, desired financial and customer outcomes and, then, moving to the value proposition, business processes, moving to the value proposition, business processes, and infrastructure that are the drivers and the and infrastructure that are the drivers and the desired outcomes constitute the hypothesis that desired outcomes constitute the hypothesis that define the strategy.” define the strategy.” [i]

[i] Ibid., p. 77 Ibid., p. 77

Source: Value Based Management.net. Available from:http://www.valuebasedmanagement.net/methods_balancedscorecard.html

They are “focused themes” of a certain strategy They are “focused themes” of a certain strategy and they allow the organizations “to deal with and they allow the organizations “to deal with the conflicting priorities”the conflicting priorities”[i] in order to make in order to make decision on a bipolar axis between opposite decision on a bipolar axis between opposite alternatives such as: “growth versus alternatives such as: “growth versus profitability” or “long-term versus short-term”. profitability” or “long-term versus short-term”. The strategic themes reflect the corporation The strategic themes reflect the corporation executives’ view of what must be done internally executives’ view of what must be done internally to achieve strategic outcomes.”to achieve strategic outcomes.”[ii]

[i] Ibid., p. 78 Ibid., p. 78

[ii] Ibid., p. 78[ii] Ibid., p. 78

AlignAligninging the Organization to the Strategy the Organization to the Strategy

What is an organization viewed from a strategic What is an organization viewed from a strategic management perspective? It consists, mainly, of management perspective? It consists, mainly, of “multiple business units”, “multiple divisions” and it “multiple business units”, “multiple divisions” and it appears us as a “collection of shared service units”. appears us as a “collection of shared service units”. A difficult goal emerges for such organizations: “to A difficult goal emerges for such organizations: “to link their scorecard, developed at the corporate or link their scorecard, developed at the corporate or division level, down to their decentralized division level, down to their decentralized organizational units.”organizational units.”[i]

To do this involves creating “alignment and synergy To do this involves creating “alignment and synergy across the organization”across the organization”[ii]. In order to implement . In order to implement its strategy focused on customer, Mobil company its strategy focused on customer, Mobil company gave it up to its centralized organization by gave it up to its centralized organization by replacing it with a new one consisting of 18 replacing it with a new one consisting of 18 geographic business units. geographic business units.

[i] Ibid., p. 44 Ibid., p. 44[ii] Ibid., p. 44[ii] Ibid., p. 44

““In addition, the previously centralized staff In addition, the previously centralized staff functions had been transformed into 14 shared functions had been transformed into 14 shared service units (e.g. information services, finance, service units (e.g. information services, finance, planning and analysis, human resources, and planning and analysis, human resources, and environment and safety) that had to sell services to environment and safety) that had to sell services to the local business units and get agreement from the local business units and get agreement from them on prices and levels of service provided.”them on prices and levels of service provided.”[i]

Two challenges emerged from such a new Two challenges emerged from such a new organizational situation. The first one was referring organizational situation. The first one was referring at how to keep these 18+14 units, which were at how to keep these 18+14 units, which were working as different entities, “focused on the same working as different entities, “focused on the same high level strategy”high level strategy”[ii]. The second one was referring . The second one was referring at upgrading “the skills of the newly appointed at upgrading “the skills of the newly appointed heads”, knowing that the business units heads “had heads”, knowing that the business units heads “had grown up” within the old organizational structure, grown up” within the old organizational structure, that is “within a structured, top-down, functional that is “within a structured, top-down, functional organization.”[iii]organization.”[iii]

[i] Ibid., p. 44[i] Ibid., p. 44[ii] Ibid., p. 44[ii] Ibid., p. 44[iii] Ibid., p. 44[iii] Ibid., p. 44

The transition to the new organization had to start with the The transition to the new organization had to start with the upgrading the skills of the top executives. Here is the witness upgrading the skills of the top executives. Here is the witness of one of them: “We were taking people who had spent their of one of them: “We were taking people who had spent their whole professional life as managers in a big functional whole professional life as managers in a big functional organization, and we were asking them to become the leaders organization, and we were asking them to become the leaders of more entrepreneurial profit-making businesses, some with of more entrepreneurial profit-making businesses, some with $1 billion in assets. How were we going to get them out of $1 billion in assets. How were we going to get them out of their historic area of functional expertise to think strategically, their historic area of functional expertise to think strategically, as general managers of profit-oriented businesses?”[i]as general managers of profit-oriented businesses?”[i]

The Balanced Scorecard proved to have the power “both to The Balanced Scorecard proved to have the power “both to create strategic awareness and skills among the new units create strategic awareness and skills among the new units managers”[ii]. It revealed to work optimally as a mechanism managers”[ii]. It revealed to work optimally as a mechanism proper to attain such a goal to create a new strategic potential proper to attain such a goal to create a new strategic potential and “to align the strategies of the decentralized units with and “to align the strategies of the decentralized units with each other and with the division”[iii]. The leadership team each other and with the division”[iii]. The leadership team created the scorecard as a “template” to be multiplied created the scorecard as a “template” to be multiplied elsewhere in the organization.elsewhere in the organization.

[i] R. S. Kaplan, “Mobil USM&R (A): Linking the Balanced Scorecard”, 9-[i] R. S. Kaplan, “Mobil USM&R (A): Linking the Balanced Scorecard”, 9-197-025 (Boston: Harvard Business School, 1996), p. 44197-025 (Boston: Harvard Business School, 1996), p. 44

[ii] Kaplan, Robert S., Norton, D. (2001). Op. cit., p. 44[ii] Kaplan, Robert S., Norton, D. (2001). Op. cit., p. 44[iii] Ibid., p. 44[iii] Ibid., p. 44

““The template” is a logical construct that can be used in The template” is a logical construct that can be used in order to build a strategy map, therefore, to describe a order to build a strategy map, therefore, to describe a strategy and, by doing this, to improve the “quality of strategy and, by doing this, to improve the “quality of executive teams’ insights”. The template is, therefore, a executive teams’ insights”. The template is, therefore, a critical reference frame for analyzing different scorecards critical reference frame for analyzing different scorecards being used by the Strategic Business Units (SBU) of a being used by the Strategic Business Units (SBU) of a company. The management team will compare “the company. The management team will compare “the scorecards being used by SBU’s to the template.”scorecards being used by SBU’s to the template.”

““Applying the template to SBU scorecards, executive Applying the template to SBU scorecards, executive team could identify gaps in the strategies being team could identify gaps in the strategies being implemented at lower levels of the organization and ensure implemented at lower levels of the organization and ensure that the high-level strategies were truly reflected on local that the high-level strategies were truly reflected on local scorecards.”[i] The templates help us also to keep up the scorecards.”[i] The templates help us also to keep up the control over a performance measurement system which control over a performance measurement system which typically involves “aggregation of stand-alone measures, typically involves “aggregation of stand-alone measures, such as return on capital employed, customer satisfaction, such as return on capital employed, customer satisfaction, and defect rates.”[ii]and defect rates.”[ii]

We should regard the Balanced Scorecard not only as We should regard the Balanced Scorecard not only as a method of management research but also as a way of a method of management research but also as a way of thinking, expressing a state of mind and an organizational thinking, expressing a state of mind and an organizational ethos, a new evolutionary phase in the evolution of the spirit ethos, a new evolutionary phase in the evolution of the spirit of capitalism. of capitalism.

[i] Ibid., p. 99[i] Ibid., p. 99[ii] Ibid., p. 99[ii] Ibid., p. 99