quinta-feira, julho 25, 2013

E volto ao contexto e ao nuclear

Volto ao capítulo IV do livro "The End of Competitive Advantage", leio:
"Run Nonnegotiable Legacy Assets for EfficiencyJust as you need to reconfigure existing structures to go after new opportunities, so too you need to deal with the assets tied up with those existing structures. In many cases, they are still important to your organization, but they are no longer growth opportunities. The watchword here is to extract as many resources as you can from running these activities, because they no longer represent opportunity.
The eroding differentiation of legacy assets can sneak up on you if you aren’t strategically alert. In past work, I’ve commented on the fact that what was once exciting and sexy about a product, service, or other offering that companies provide eventually becomes a commoditized nonnegotiable attribute. That means that customers expect something similar from all providers. The dilemma is that these things are often highly expensive table stakes. Not offering them to customers enrages them, but offering them, even offering them exceptionally well, does nothing for you competitively.
Because you have to do them but they don’t add to margin or gain you market share, the mantra for delivering them has to be to focus on cost savings. The slide from exciting to nonnegotiable means you need to change how you run the assets that deliver expensive nonnegotiable attributes.
There are a number of ways in which nondifferentiating activities can be made more economical. One is to centralize them under a shared-services model to end duplication of things being done in many places. Another is to create absolutely standardized processes rather than continue to support dozens of idiosyncratically designed ways of working. Remember, the activity or thing in question is not delivering a competitive advantage, so it really can’t justify being highly customized—it’s common in the industry. Simplification—such as eliminating handovers, automating portions, or making some of a process user generated—is a further source of cost savings. And of course outsourcing makes sense as well, particularly if the activity is not part of your competitive secret sauce."
 E não consigo deixar de recordar as minhas reflexões sobre os processos de contexto e processos críticos:

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