Commitment to Principles


We are increasingly convinced that there are several principles which tend to lead us to good process management. They are tough and often sacrificed.

Focus: In very competitive situations managers often go to focus; that is, they try to zero in on part of the playing field, part of the market, or part of the technology. Narrowing focus yields greater capability and a shared vision, like the power of a laser. However, in a reverse twist, focus always means we try to solve the customer’s whole problem, at least as much as we can. Ours is not a point solution. For example, product disposal is now getting attention in the design stage, and designers resist the rush to completion mentality of cycle time.

End User Drive: During technical development today, the end user’s problems are the top of every page. Technical development isn’t over until the customer agrees that we have solved the problems we began with.

Productivity: Everyone seems to agree that we must destroy oppressive bureaucracy in the new products operation. Any organization, however, even on a kid’s baseball diamond, needs some bureaucracy, and even ventures teams that have been spun out from their firms need a little. It is a glue, and its policies reduce the time spent on routine decisions.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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The Dynamics of Social Responsibility


The various stakeholders of a firm can be divided into inside stakeholders and outside stakeholders. The insiders are the individuals or groups that are stakeholders or employees of the firm. The outsiders are all the other individuals or groups that the firm’s actions affect. The extremely large and often amorphous set of outsiders makes the general claim that the firm be socially responsible.

Perhaps the thorniest issues faced in defining a company mission are those that pertain to responsibility. The stakeholder approach offers the clearest perspective on such issues. Broadly stated, outsiders often demand that insider’s claims be subordinated to the greater good of the society; that is, to the greater good of the outrsiders. They believe that such issues as pollution, the disposal of solid and liquid wastes, and the conservation of natural resources should be principal consideration in strategic decision making. Also broadly stated, insiders tend to believe that the competing claims of outsiders should be balanced against one another in a way that protects the company mission. For example, they tend to believe that the need of consumers for a product should be balanced against the water pollution resulting from its production if the firm cannot eliminate that pollution entirely and still remain profitable. Some insiders also argue that the claims of society, as expressed in government regulation, provide tax money that can be used to eliminate water pollution and the like if the general public wants this to be done.

The issues are numerous, complex, and contingent on specific situations. Thus, rigid rules of business conduct cannot deal with them. Each firm regardless of size must decide how to meet its perceived social responsibility. While large, well-capitalized companies may have easy access to environmental consultants, this is not an affordable strategy for smaller companies. However, the experience of many small businesses demonstrates that it is feasible to accomplish significant pollution prevention and waste reduction without big expenditures and without hiring consultants. Once a problem area has been identified, a company’s line employees frequently can develop a solution. Other important pollution prevention strategies include changing the materials used or redesigning how operations are bid out. Making pollution prevention a social responsibility can be beneficial to smaller companies. Publicly traded firms also can benefit directly from socially responsible strategies.

Different approaches adopted by different firms reflect differences in competitive position, industry, country, environmental and ecological pressures, and a host of other factors. In other words, they will reflect both situational factors and differing priorities in the acknowledgement of claims. Obviously, winning the loyalty of the growing legions of consumers will require new marketing strategies and new alliances in the 21st Century. Many marketers already have discovered these new marketing realities by adopting strategies called the “4 Es.” 1) make it easy for the consumer to be green, 2) empower consumers with solutions, 3) enlist the support of the consumer, and 4) establish credibility with all publics and help to avoid a backlash.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight