•Introducing a new
produce or service
•Entering new
markets
•Use of new forms of
marketing
•Initiation of
Internet sales to
direct selling
•Forming alliances
or joint ventures
with other
organizations
•Modifying
relationships with
suppliers
To be successful, changes in competitive strategy will require a consistent change in people, work roles, organizational structure, and technology. Internal changes in the organizational approach to improve human capability will require organizational learning, and an alignment of the strengths and values within the organization. By aligning the strengths and values within the organization, it will improve the overall success of the competitive strategy and meet with the long-term goals of the organization.
A common mistake is to implement a new program without first diagnosing the problems that are confronting the organization. Management programs and structural changes often fail to solve organizational problems and sometimes will make them worse. The benefits that can be obtained from change made in one area can cause problems for another. Before initiating major changes within an organization, senior management should be clear about the problem and the objectives of the program. The organizational diagnosis can be made by senior management, an outside consultant, or task force. It is often more successful when an outside consultant is involved because it offers an unbiased decision to the diagnosis. Outside consultants trained in organizational development will bring more success to the project.
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