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This workshop is for senior management teams who want to improve the ability of their firms to understand, attract and keep valuable customers. It will thoroughly explore the three distinguishing features of a market orientation - culture, capabilities, and configuration - that enable market-driven firms to outperform their rivals. The workshop is designed to help managers identify opportunities for improvements in their organizations and develop an action program to build understanding and commitment to the desired changes.
Objectives
To provide the latest insights, frameworks, and tools to (1) help managers assess the progress of their organization toward becoming market-driven, and (2) guide the change process at the corporate and business level. Examples of best practice will be discussed.
Benefits
Management teams will:
- Learn why a strong market orientation is a strategic necessity with bottom-line benefits.
- Gain deeper insights into what it means to be market-driven rather than self-centered or customer-compelled.
- Appreciate why market-driven organizations stand out in their ability to continuously anticipate market opportunities and respond ahead of their competitors.
- Determine when it is appropriate to create close customer relationships and see how collaborative relationships can be established through team-based approaches.
- Understand how to design organizations that balance process-oriented teams and deep functional expertise.
- Learn from best-practice companies how to assess the orientation of their organization and design an organizational change process to win customers.
This powerful process has successfully been applied with such firms as Xerox and Owens Corning and Eurotunnel. It is based on Professor George Day's new book titled The Market-Driven Organization, and his previous book Market Driven Strategy.