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Article: Competitive Advantage

Article: Competitive Advantage

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Published by FfionLlwyd-Jones
Uncertainty about the unpredictable economy makes business development harder than ever. However, one thing is certain: continued globalization means intense competition in all industries. Companies must go the extra mile to differentiate themselves. Here are some steps to take.
Uncertainty about the unpredictable economy makes business development harder than ever. However, one thing is certain: continued globalization means intense competition in all industries. Companies must go the extra mile to differentiate themselves. Here are some steps to take.

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Categories:Types, Business/Law
Published by: FfionLlwyd-Jones on Feb 28, 2011
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11/15/2014

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CompetitiveAdvantage
PATRICK B. ROPELLAin association withIRC Executive Search Partners
 
Uncertainty about the unpredictable economy makes business development harder thanever. However, one thing is certain: continued globalization means intense competition inall industries. Companies must go the extra mile to differentiate themselves. And, one wayto stand apart from the competition and bring value to the client is to focus on something
that you can inuence – your employees’ attitudes and actions.Of all the techniques for taking a lead over rivals, the rst and last rule is ‘think customer’.But, it’s about far more than just being customer focused. The key is to educate every
member of your organization, from receptionist to CEO, on the issues that drives the 
customer, and how to positively inuence that customer.
  
Dened, positive, educated attitudes and
 behaviours will permeate thewhole company, reach every employee and attend to every small detail.  It will build an internal culture of continuously analyzing and consistently delivering 
on the customer’s needs, expectations
 and aspirations.
Your Culture Is Your Brand
To dominate the competition, your employees must function within a carefully crafted
 
corporate culture – one that creates an obsession for delivering value to the customer.
 You must also provide a compelling, grand vision, that gives your staff a clear sense of direction and an absolute belief in being the Number One player in the industry.When everyone in your business shares common beliefs, values and goals, it creates
a powerful force – an organization that will not tolerate anything less than exceptional
 
performance. This type of culture becomes self-regulating, turning your business into
one that consistently does the right things. Positive beliefs become positive actions. 
These positive actions build your reputation for excellence, both inside and outside
 the organization. Ultimately, the culture becomes who you are, your brand and your competitive edge.
Competitive Advantage
Patrick B. Ropella (in association with IRC Executive Search Partners)
 
 
Key Steps to a Custom-designed Corporate Culture
Here are the key steps you need to take:
Clearly dene your company’s core values, making
 
‘customer obsession’ a key component of who you
are and what you do.Articulate a corporate mission, a sense of purposethat explains the value you bring to the world.
Set grand goals signicant objectives that you will
have to stretch to achieve.
Forge mutually benecial alliances. By joining forces
 
and becoming involved in industry-related partnerships and networks, you are
 better equipped to gather relevant information about your customers.
Hire for t. You can teach people new skills, but changing their values is
 
signicantly more difcult, if not impossible.
Manage to your values. Never tolerate anything less than 100% commitment (in words and actions) to your beliefs and goals.Support your culture via compensation plans and reward systems.Reinforce your culture with regular celebrations of your successes and public reminders of your vision, mission and core values.
Build Innovation Into Culture
Innovation is vital in maintaining your company’s competitive edge. To insure it is alwaysa part of your company’s culture, you need to do the following.
Initiate constant research to help you understand, anticipate and meet your 
customer’s expectations.
Encourage creativity in producing your products, in developing your processes, in your communication, in marketing and logistics, and in virtually every other 
facet of your company’s operations.
Generate enthusiasm for innovation by continually seeking input from your employees, and rewarding their creative ideas at every level.Publicize ideas that lead to innovative changes and improvements.Celebrate innovation as a mark of accomplishment.
Leverage IT
Make IT your culture enabler. Harness the power of the company’s IT function to learn
more about your customers, encourage creative discussion and share your corporateknowledge.For example:Management applications. Customer Relationship Management (CRM) tools have common pitfalls. Many companies enthusiastically embrace the idea of  

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