William G. Nickels James M. McHugh Susan M. McHugh
Chapter 8: Managing the Move Toward Organizing Customer-Driven Business Organizations
eLearning Session
The PROFILE at the beginning of this chapter is "Getting to Know
CARLY FIORINA of HEWLETT-PACKARD." Fiorina made a break in the
"glass ceiling," when she became CEO of Hewlett-Packard.
THE CHANGING ORGANIZATION.
Never before has business changed so quickly.
Much of that change is due to the changing business environment, including more global competition, faster technological change, and changes in consumer expectations.
Managing change has become a critical managerial function.
Organizations in the past were designed so that managers could control workers rather than to please the customer.
The newest forms of organization are designed to better serve the customer.
THE HISTORICAL DEVELOPMENT OF ORGANIZATIONAL DESIGN.
A HIERARCHY is a system in which one person
is at the top of the organization and there is a ranked or sequential
ordering from the top down of managers who are responsible to that person.
Some organizations have as many as 10 to 14 layers of management between the chief executive officer and the lowest-level employee.
BUREAUCRACY is the term used in organizations to describe having many layers of management who set rules and regulations and participate in all decisions.
Decision making may take too long to satisfy customers.
To make customers happy, organizations are giving employees more power to make decisions on their own, known as EMPOWERMENT.
NETWORKING is using communications technology and other means to link organizations and allow them to work together on common objectives.
Organizations are so closely linked by the Internet that each can find out what the others are doing in real time.
REAL TIME means the present moment or actual time in which something takes place.
TRANSPARENCY occurs when a company is so open to other companies working with it that the once-solid barriers become "see through" and electronic information is shared.
Because of this integration, two companies can work together as closely as two departments once did.
Because of this integration, two companies can work together as closely as two departments once did.
A modern organization chart would show people in different organizations and how they are networked together.
The organization structures tend to be flexible and changing.
EXTRANETS AND INTRANETS.
An EXTRANET is an extension of the Internet that connects suppliers, customers, and other organizations via secure websites.
An INTRANET is a set of communication links within one company that travel over the Internet but are closed to public access.
Intranets link everyone in the firm electronically so they can communicate freely and work together on projects.
THE RESTRUCTURING PROCESS AND TOTAL QUALITY.
How you restructure an organization depends on the status of the present system.
TOTAL QUALITY MANAGEMENT (TQM)
TOTAL QUALITY MANAGEMENT is the practice of striving for customer satisfaction by ensuring quality from all departments in an organization.
CONTINUOUS IMPROVEMENT means constantly improving the way the organization does things so that customer needs can be better satisfied.
In bureaucratic organizations with many layers of management TQM is not suitable.
When an organization needs dramatic changes, only reengineering will do.
REENGINEERING is the fundamental rethinking and radical redesign of organizational processes to achieve dramatic improvements in critical measures of performance.
Example: IBM’s credit organization.
Reengineering may also be necessary to adapt an organization to fit into a virtual network.
In firms where reengineering is not feasible, RESTRUCTURING may do.
HOW RESTRUCTURING AFFECTS ORGANIZATIONAL DESIGN.
Many firms are discovering that the key to long-term success in a competitive market is to empower front-line people to respond quickly to customer wants and needs.
The most advanced service organizations have turned the traditional organizational structure upside down.
These INVERTED ORGANIZATIONS have contact people at the top and the chief executive officer at the bottom.
There are few layers of management, and their job is to assist and support front-line people.
Companies based on this structure support front-line personnel with internal and external databanks, advances communication systems, and professional assistance.
Companies based on this structure support front-line personnel with internal and external databanks, advances communication systems, and professional assistance.
FRONT-LINE PEOPLE HAVE TO BE BETTER EDUCATED, BETTER TRAINED, AND BETTER PAID than in the past.
In more progressive organizations, everyone shares information and that gives everyone power.
THE MOVEMENT TOWARD OUTSOURCING.
In the past, each organization had a separate department for each function such as accounting, marketing, and production.
Today’s organizations are benchmarking each function against the best in the world.
COMPETITIVE BENCHMARKING is rating an organization’s practices, processes, and products against the world’s best.
If the organization can’t do as well as the best, the idea is to outsource the function to an organization that is the best.
OUTSOURCING is assigning various functions, such as accounting and legal work, to outside organizations.
Some functions, such as information management and marketing, may be too important to outsource.
CORE COMPETENCIES are those functions that the organization can do as well or better than anyone else in the world.
ESTABLISHING A SERVICE-ORIENTED CULTURE.
Give examples to show how organizational culture and the informal organization can hinder or assist organizational change.
Organizational change is bound to cause some RESISTANCE, and should be accompanied by the establishment of an ORGANIZATIONAL CULTURE THAT FACILITATES SUCH CHANGE.
ORGANIZATIONAL CULTURE is the widely shared values within an organization that provide coherence and cooperation to achieve common goals.
The culture of an organization is reflected in stories, traditions, and myths.
Those companies have LESS NEED FOR CLOSE SUPERVISION of employees.
Good organizational culture emphasizes SERVICE TO CUSTOMERS.
Good organizational culture emphasizes SERVICE TO CUSTOMERS.
Those companies have LESS NEED FOR CLOSE SUPERVISION of employees.
Within that atmosphere, SELF-MANAGED TEAMS CAN DEVELOP AND FLOURISH.
The key to productive culture is MUTUAL TRUST.
The best organizational cultures stress HIGH MORAL AND ETHICAL VALUES.
The formal organization structure is just one element of the total organizational system.