Rebuilding the Corporate Genome: Unlocking the Real Value of by Johan C. Aurik

By Johan C. Aurik

Praise for Rebuilding the company Genome

"Whether you discuss capability-driven companies, modular techniques, or networked economies, the results of very low bills for transactions, details exchanges, and communications are transparent: company barriers are dissolving and re-forming. Aurik, Jonk, and Willen express how innovators are creatively exploiting this pattern to their made up our minds advantage."
—Gerard Hoetmer, Senior vp, Unilever Bestfoods

"If you place your approach at decrease degrees of the company, you could extra successfully compete and grow-and fend off unforeseen competitors. Rebuilding the company Genome exhibits that when you glance through potential lenses, new horizons and new percentages all at once come into focus."
—Jan Oosterveld, Member, crew administration Committee, Royal Philips Electronics

"This booklet is a compelling and prescient examine the way forward for the trendy company. whereas the 'corporate genome undertaking' could be a paintings in development, the authors take very important steps in the direction of the target of knowing how businesses fairly paintings, and the way capability-based organizations will become the enterprises of the next day to come. learn this publication conscientiously, simply because this can be as shut as you'll get to a key for unlocking innovation and cost on your industry."
—Mohanbir Sawhney, McCormick Tribune Professor of expertise and Director, heart for examine in expertise & Innovation, Northwestern collage, Kellogg institution of Management

"Rebuilding the company Genome unearths the longer term prior to it arrives. The authors masterfully extrapolate from a collection of present developments to color an image of the way companies and techniques will evolve. The publication is a must-read for an individual charged with charting the path of a company in those turbulent times."
—Toby E. Stuart, Fred G. Steingraber-A.T. Kearney Professor of companies and technique, college of Chicago, Graduate college of Business

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Additional info for Rebuilding the Corporate Genome: Unlocking the Real Value of Your Business

Sample text

Customers get the best product and service propositions in the different fields—and from a single company that also focuses on creating propositions that combine the strengths of the different component businesses. demonstrated the potential for building competitive advantage by redefining the relationships and organizational practices of its business and building a modular organization. In the IKEA system, each participant contributes a capability: the customer by assembling and taking home the furniture; the IKEA designers in the centralized design office in Almhult, Sweden, by working 2 to 3 years ahead of current product and carefully selecting suppliers; and the 1,800 suppliers, located in more than 50 countries around the world, by offering low-cost, high-quality products in exchange for technical assistance, leased equipment, and advice on bringing production up to quality standards that are recognized around the globe.

THE HARBINGERS OF CHANGE The organizational form of the future has been described in a number of ways, including the knowledge-creating company and the virtual organization; the contemporary economy has been termed a business ecosystem or networked economy. These labels share a common thread: They signal 18 REBUILDING THE CORPORATE GENOME a move away from an interest in markets and hierarchies to alternative modular forms. All seem to be responses to roughly the same drivers for change: globalization, deregulation, and technological advances.

MAKING MONEY THE OLD-FASHIONED WAY Traditionally, a company has been compensated for the final output, or end product, of its business rather than the contribution of its individual capabilities. Consider the typical manufacturing environment. The customer pays for the end product; through this sale, the company is indirectly compensated for design, branding, manufacturing, facility management, and the other aspects of its business. Now look at a retailer. Viewed through capability glasses, Value Chains—Unchained 39 it’s an odd sight.

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