focusing your strategy for tribal business development
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NAEMI Biomass & Business Training WorkshopNAEMI Biomass & Business Training Workshop
FOCUSING YOUR STRATEGYFOCUSING YOUR STRATEGYFOR TRIBAL BUSINESS DEVELOPMENTFOR TRIBAL BUSINESS DEVELOPMENT
Len GreenhalghLen GreenhalghProfessor, Professor, andand Faculty Director, MWBE Programs, Tuck School of Business at DarFaculty Director, MWBE Programs, Tuck School of Business at Dartmouthtmouth
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Assumptions about what impedes Native American &
Minority-owned businesses
Assumptions Assumptions about what impedes about what impedes Native American & Native American &
MinorityMinority--owned businessesowned businesses
• Access to capital
• Access to contracts
•• Access to capitalAccess to capital
•• Access to contractsAccess to contracts
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RESEARCH FINDINGS:
Weaknesses of Native American and minority-owned businesses
-the top eight…
RESEARCH FINDINGS:
Weaknesses of Native American and minority-owned businesses
--the top eightthe top eight……
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RESEARCH FINDINGS:Weaknesses of Native American and
minority businesses
RESEARCH FINDINGS:Weaknesses of Native American and
minority businessesLack of strategic directionLack of strategic directionLack of strategic direction
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Weaknesses of Native American and minority businessesWeaknesses of Native American and minority businesses
Lack of strategic direction
Not empowering employees effectively
Lack of strategic direction
Not empowering employees effectivelyNot empowering employees effectively
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Weaknesses of Native American and minority businessesWeaknesses of Native American and minority businesses
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Lack of strategic direction
Not empowering employees effectively
Poor cash flow managementPoor cash flow management
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Weaknesses of Native American and minority businessesWeaknesses of Native American and minority businesses
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Control systems underutilized
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Control systems underutilizedControl systems underutilized
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Weaknesses of Native American and minority businessesWeaknesses of Native American and minority businesses
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Control systems underutilized
Inefficient processes
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Control systems underutilized
Inefficient processesInefficient processes
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Weaknesses of Native American and minority businessesWeaknesses of Native American and minority businesses
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Control systems underutilized
Inefficient processes
Organizational structure
gets in the way
Lack of strategic directionLack of strategic direction
Not empowering employees effectivelyNot empowering employees effectively
Poor cash flow managementPoor cash flow management
Control systems underutilizedControl systems underutilized
Inefficient processesInefficient processes
Organizational structure Organizational structure
gets in the waygets in the way
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Weaknesses of Native American and minority businessesWeaknesses of Native American and minority businesses
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Control systems underutilized
Inefficient processes
Organizational structure an impediment
Not customer-oriented
Lack of strategic direction
Not empowering employees effectively
Poor cash flow management
Control systems underutilized
Inefficient processes
Organizational structure an impediment
Not customerNot customer--orientedoriented
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Weaknesses of Native American and minority businessesWeaknesses of Native American and minority businesses
Lack of strategic directionNot empowering employees effectivelyPoor cash flow managementControl systems underutilizedInefficient processesOrganizational structure an impedimentNot customer-orientedNarrow portfolio of products / services and customers
Lack of strategic directionNot empowering employees effectivelyPoor cash flow managementControl systems underutilizedInefficient processesOrganizational structure an impedimentNot customer-orientedNarrow portfolio of products / services and Narrow portfolio of products / services and customerscustomers
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Defining strategy involves addressing theDefining strategy involves addressing thefollowing questions:following questions:
1. What business is your organization in? Not in?1. What business is your organization in? Not in?2. What is your basic business model? 2. What is your basic business model? 3. Who are your organization3. Who are your organization’’s competitors? Who could be?s competitors? Who could be?4. How is the market changing?4. How is the market changing?5. How is your organization positioned in the market?5. How is your organization positioned in the market?6. What are your organization6. What are your organization’’s sources of competitive s sources of competitive
advantage? advantage?
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What business are we in?What business are we in?----the question of the question of
Strategic DomainStrategic Domain
•• Vision/MissionVision/Mission•• Breadth of DomainBreadth of Domain
–– Can be too narrowCan be too narrow–– Can be too broadCan be too broad
•• Core CompetencyCore Competency
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What is the What is the basic business model?basic business model?--How do you make money?How do you make money?
•• Life InsuranceLife Insurance•• Satellite InsuranceSatellite Insurance•• NASCAR Race TeamNASCAR Race Team•• Mobile PhonesMobile Phones•• Retail Banking (Retail Banking (““Savings & LoanSavings & Loan””))•• Auto ManufacturerAuto Manufacturer•• Law OfficeLaw Office•• Janitorial Cleaning ServiceJanitorial Cleaning Service
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Which of these Which of these business models isbusiness models is scalable?scalable?--can you easily become 5x as large?can you easily become 5x as large?
•• Life InsuranceLife Insurance•• Satellite InsuranceSatellite Insurance•• NASCAR Race TeamNASCAR Race Team•• Mobile PhonesMobile Phones•• Retail Banking (Retail Banking (““Savings & LoanSavings & Loan””))•• Auto ManufacturerAuto Manufacturer•• Law OfficeLaw Office•• Janitorial Cleaning ServiceJanitorial Cleaning Service
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Basic business model issues:Basic business model issues:Strategic QuestionsStrategic Questions
•• Place in the value chainPlace in the value chain•• What value is addedWhat value is added•• Share of total valueShare of total value--chain revenuechain revenue
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How do we fit into the value chainHow do we fit into the value chain??
EndEnd--UseUseCustomerCustomer
After Market
DistributionAssemblyComponentsRawMaterials
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Is each component of the value chainIs each component of the value chainequally profitable?equally profitable???
EndEnd--UseUseCustomerCustomer
After Market
DistributionAssemblyComponentsRawMaterials
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Who is taking the profits in the value chain?Who is taking the profits in the value chain?
High
Low
Level of
Profit
EndEnd--UseUseCustomerCustomer
After Market
DistributionAssemblyComponentsRawMaterials
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Who is taking the profits in the value chain?Who is taking the profits in the value chain?
High
Low
Level of
Profit
EndEnd--UseUseCustomerCustomer
After Market
DistributionAssemblyComponentsRawMaterials
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An MBE Mission Statement
“We train sewage-treatment facility employees to operate the water treatment plant”
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NeedsAssessment
DesignTreatmentFacility
Build TreatmentPlant
TrainTrainWorkersWorkers
Operate Facility
Maintain and UpgradeFacility
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Another MBE Mission Statement
“We provide high-quality janitorial services”
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WorkspaceNeeds
AssessmentSeekBestLocation
Rent or Build
Building Mgmt.
Clean Clean PremisesPremises
Determine Maintenance Needs
RepairAnd Refurbish
TenantUsesSpace
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Where are YOU in the biomass value chain?
Is there much profit potential there?
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.
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Who are our competitors?Who are our competitors?--Who else is in our part of the value chain?Who else is in our part of the value chain?
•• Current Current ““obviousobvious”” competitorscompetitors
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Who are our competitors?Who are our competitors?--Who else Who else could come intocould come into our part of the value chain?our part of the value chain?
•• Current Current ““obviousobvious”” competitorscompetitors•• Suppliers andSuppliers and customerscustomers
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Who are our competitors?Who are our competitors?--Who else Who else could come intocould come into our part of the value chain?our part of the value chain?
•• Current Current ““obviousobvious”” competitorscompetitors•• Suppliers and customersSuppliers and customers•• New market entrantsNew market entrants
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Who are our competitors?Who are our competitors?--Who else Who else could come intocould come into our part of the value chain?our part of the value chain?
•• Current Current ““obviousobvious”” competitorscompetitors•• Suppliers and customersSuppliers and customers•• New market entrantsNew market entrants•• Substitute productsSubstitute products
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How is the market changing?How is the market changing?
•• DeregulationDeregulation
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How is the market changing?How is the market changing?
•• DeregulationDeregulation•• GlobalizationGlobalization
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How is the market changing?How is the market changing?
•• DeregulationDeregulation•• GlobalizationGlobalization•• Changing technologyChanging technology
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How is the market changing?How is the market changing?
•• DeregulationDeregulation•• GlobalizationGlobalization•• Changing technologyChanging technology•• Changing tastesChanging tastes
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How is the market changing?How is the market changing?
•• DeregulationDeregulation•• GlobalizationGlobalization•• Changing technologyChanging technology•• Changing tastesChanging tastes•• Changing the rulesChanging the rules
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How is the market changing?How is the market changing?
•• DeregulationDeregulation•• GlobalizationGlobalization•• Changing technologyChanging technology•• Changing tastesChanging tastes•• Changing the rulesChanging the rules
•• Changing economic conditionsChanging economic conditions
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How are you positioned?How are you positioned?
•• Target marketTarget market
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How are you positioned?How are you positioned?
•• Target marketTarget market•• Value propositionValue proposition
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The value proposition must be aligned with The value proposition must be aligned with the growth strategythe growth strategy
Customers/Market SegmentsCustomers/Market Segments
Current New Current New
Services/Services/ProductsProducts
CurrentCurrent
NewNew
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The easiest approach is to gain a larger The easiest approach is to gain a larger ““share of share of customercustomer””——such as becoming solesuch as becoming sole--source providersource provider
Customers/Market SegmentsCustomers/Market Segments
Current New Current New
Customer Customer PenetrationPenetration
1
Services/Services/ProductsProducts
CurrentCurrent
NewNew
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The value proposition must be aligned with The value proposition must be aligned with the growth strategythe growth strategy
Customers/Market SegmentsCustomers/Market Segments
Current New Current New
Customer Customer PenetrationPenetration
1
Market Market PenetrationPenetration
2
Services/Services/ProductsProducts
CurrentCurrent
NewNew
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The value proposition must be aligned with The value proposition must be aligned with the growth strategythe growth strategy
Customers/Market SegmentsCustomers/Market Segments
Current New Current New
Customer Customer PenetrationPenetration
1
New New ““ProductProduct””DevelopmentDevelopment
3
Market Market PenetrationPenetration
2
Services/Services/ProductsProducts
CurrentCurrent
NewNew
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The value proposition must be aligned with The value proposition must be aligned with the growth strategythe growth strategy
Customers/Market SegmentsCustomers/Market Segments
Current New Current New
Customer Customer PenetrationPenetration
1
NewNew““ProductProduct””DevelopmentDevelopment
3
Market Market PenetrationPenetration
2
DiversificationDiversification
4Services/Services/ProductsProducts
CurrentCurrent
NewNew
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How are you positioned?How are you positioned?
•• Target marketTarget market•• Value propositionValue proposition•• Portfolio of products/servicesPortfolio of products/services
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Why a portfolio?Why a portfolio?--Because itBecause it’’s better than a single product/services better than a single product/service
++
((--))
Cash Cash FlowFlow
BREAKEVENBREAKEVEN
TIMETIME
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You can only do so much with a single product/serviceYou can only do so much with a single product/service
(-)
EfficiencyEfficiency
Time to Time to marketmarket
Faster Faster breakevenbreakeven
Market Market penetrationpenetration
Faster rollFaster roll--outoutLifeLife--cycle extensioncycle extension
TIME
Decisive Decisive terminationtermination
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A portfolio allows you to grow and be resilientA portfolio allows you to grow and be resilient
+
(-)
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How are we positioned?How are we positioned?
•• Target marketTarget market•• Value propositionValue proposition•• Portfolio of products/servicesPortfolio of products/services•• Defense of positionDefense of position
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Sources of competitive advantageSources of competitive advantage
•• Do it Do it betterbetter–– Cheaper, higherCheaper, higher--quality, quicker, morequality, quicker, more--responsive, responsive,
justjust--inin--time, etc.time, etc.–– Operational excellence strategyOperational excellence strategy
•• Do it Do it differentlydifferently–– Segment, target, positionSegment, target, position–– Differentiation strategyDifferentiation strategy
•• Gain Gain customer loyaltycustomer loyalty–– Repeat vs. conquest purchasersRepeat vs. conquest purchasers–– Customer relationship management strategyCustomer relationship management strategy
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Apply this learning to your businessApply this learning to your business
----Is the strategy clear and wellIs the strategy clear and well--defined?defined?----Does it make sense, given your business context?Does it make sense, given your business context?----Is it widely understood and agreed upon?Is it widely understood and agreed upon?----Are you positioned for the future?Are you positioned for the future?----Add items to your Add items to your ToTo--Do ListDo List
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Once you have gained strategic Once you have gained strategic clarity, the next step is to:clarity, the next step is to:
CREATE THE CONTEXTCREATE THE CONTEXTin which the business can in which the business can survive, prosper, and growsurvive, prosper, and grow
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First, make absolutely sure the strategy isFirst, make absolutely sure the strategy iscustomercustomer--focusedfocused
CustomerCustomer
Strategy
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thethe strategy must be implemented by means of strategy must be implemented by means of processes that create customer valueprocesses that create customer value
Customer
ProcessesProcesses
create value
Strategy
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Until recently, processes were designed with Until recently, processes were designed with a a focus on the organizationfocus on the organization, not the customer, not the customer
1986 Selling a Book1986 Selling a Book
Maintain premisesMaintain premisesForecast demandForecast demandStock inventoryStock inventoryWait for buyer to come to storeWait for buyer to come to storeTake customer inquiryTake customer inquiryCheck current inventoryCheck current inventoryTake special orderTake special orderSecure customer depositSecure customer depositContact wholesale supplier to assess availabilityContact wholesale supplier to assess availabilityPlace special order with wholesalerPlace special order with wholesalerProcess wholesale order confirmationProcess wholesale order confirmationInspect delivered order from wholesalerInspect delivered order from wholesalerProcess wholesaler account payableProcess wholesaler account payableSet book aside for customerSet book aside for customerNotify customer of arrivalNotify customer of arrivalHand over book when customer comes inHand over book when customer comes inCollect balance of transaction priceCollect balance of transaction priceProcess accounts receivableProcess accounts receivable
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In 1986, the In 1986, the customercustomer’’s experiences experience——and therefore and therefore valuevalue——was determined by the organizationwas determined by the organization’’s s processesprocesses
1986 Selling a Book1986 Selling a Book 1986 Buying a Book1986 Buying a Book
Maintain premisesMaintain premisesForecast demandForecast demandStock inventoryStock inventoryWait for buyer to come to storeWait for buyer to come to store Visit bookstoreVisit bookstoreTake customer inquiryTake customer inquiry Ask for bookAsk for bookCheck current inventoryCheck current inventoryTake special orderTake special order Place special orderPlace special orderSecure customer depositSecure customer deposit Pay depositPay depositContact wholesale supplier to assess availabilityContact wholesale supplier to assess availabilityPlace special order with wholesalerPlace special order with wholesalerProcess wholesale order confirmationProcess wholesale order confirmation Wait for book 4Wait for book 4--6 weeks6 weeksInspect delivered order from wholesalerInspect delivered order from wholesalerProcess wholesaler account payableProcess wholesaler account payableSet book aside for customerSet book aside for customerNotify customer of arrivalNotify customer of arrival Receive notification of arrivalReceive notification of arrivalHand over book when customer comes in Hand over book when customer comes in Go to bookstore to pick upGo to bookstore to pick upCollect balance of transaction priceCollect balance of transaction price Pay unpaid balancePay unpaid balanceProcess accounts receivableProcess accounts receivable
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Today, processes have been Today, processes have been rere--engineeredengineeredin order to create greater value in order to create greater value
for for the customerthe customer2006 Buying a Book2006 Buying a Book
Visit websiteVisit websiteSearch for bookSearch for bookOrder/payOrder/payWait 1Wait 1--3 days3 daysReceive book by UPS/FedExReceive book by UPS/FedEx
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CustomerCustomer--focused processes focused processes create create competitive advantagecompetitive advantage
2006 Selling a Book2006 Selling a Book 2006 Buying a Book2006 Buying a Book
Maintain integrated value chainMaintain integrated value chainIntegrate MIS with InternetIntegrate MIS with InternetInstall crossInstall cross--selling softwareselling softwareMaintain control systemMaintain control system
Visit websiteVisit websiteActivate crossActivate cross--selling softwareselling software Search for bookSearch for bookAutoAuto--update customer data baseupdate customer data base Order/payOrder/payAutoAuto--track deliverytrack delivery Wait 1Wait 1--3 days3 daysAutoAuto--update accountingupdate accounting Receive book by UPS/FedExReceive book by UPS/FedEx
Results:Results: Customer is more satisfiedCustomer is more satisfied with with ““solutionsolution””Leaner organizationLeaner organization is more profitableis more profitable
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Processes require appropriate architecture: Processes require appropriate architecture: the the organizationalorganizational and and valuevalue--chainchain structures must structures must
be aligned with the strategy and processesbe aligned with the strategy and processes
Strategy
Customer
Processes
create value
ArchitectureArchitecture
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Appropriate resourcesAppropriate resources are needed are needed ——financial, technological, humanfinancial, technological, human
Customer
Processes
create value
Strategy Architecture
ResourcesResources
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ResourcesResources must be must be alignedaligned with architecture, with architecture, processes, and strategyprocesses, and strategy…….and .and managed wellmanaged well
•• PortfolioPortfolio should balance generation and should balance generation and consumption of financial resourcesconsumption of financial resources
•• TechnologyTechnology must increase competitive must increase competitive advantage through innovation, efficiency advantage through innovation, efficiency
•• KnowledgeKnowledge--workersworkers must be attracted, must be attracted, developed, and retaineddeveloped, and retained
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Systems ensure that the various elements are functioning in line with the strategy
Customer
Processes
create value
ArchitectureStrategy
Resources
SystemsSystems
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Systems are mechanisms for Systems are mechanisms for coordination and controlcoordination and control::
• Management information systemsManagement information systems•• ControlsControls•• CommunicationCommunication
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When the other elements of strategy implementation are When the other elements of strategy implementation are in place, and properly aligned, in place, and properly aligned,
good peoplegood people need to be need to be appropriatelyappropriately empoweredempowered
Customer
Processes
create value
Strategy Architecture
EmpowermentEmpowerment Resources
Systems
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Success produces the need to Success produces the need to reiterate the cyclereiterate the cycle
CustomerCustomer
ProcessesProcesses
Create valueCreate value
StrategyStrategy ArchitectureArchitecture
EmpowermentEmpowerment ResourcesResources
SystemsSystems
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To make it all work, To make it all work, relationshipsrelationships must be must be managed effectivelymanaged effectively
CustomerCustomer
ProcessesProcesses
Create valueCreate value
StrategyStrategy ArchitectureArchitecture
RelationshipsRelationships
ResourcesResources
SystemsSystems
EmpowermentEmpowerment
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Creating the contextCreating the context involves involves aligningaligning these elementsthese elements
CustomerCustomer
ProcessesProcesses
Create value
StrategyStrategy ArchitectureArchitecture
ResourcesResources
RelationshipsRelationships
SystemsSystems
Empowerment
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Apply this learning to your businessApply this learning to your business
•• What are its areas of weakness ? (where What are its areas of weakness ? (where would there be low scores on the would there be low scores on the SPARSE SPARSE questionnaire?questionnaire?))
•• What can you do to improve these?What can you do to improve these?•• Prioritize the necessary improvementsPrioritize the necessary improvements