Functional Roles in Achieving
Superior Customer Responsiveness
In implementing a strategy or attempting to create a competitive advantage, it is
important that strategies are adopted within the various organizational functions that are
consistent with and support the overall business strategy.
Overall (Leadership)
- Through leadership through example, build a company-wide commitment to customer
responsiveness
Production/Operations
- Achieve customization by implementing flexible production
- Achieve rapid response through flexible production
Marketing
- Know the customer
- Communicate customer feedback to appropriate functions
Logistics
- Develop logistics systems capable of responding quickly to unanticipated customer
demands (JIT)
R&D
- Bring customers into the product development process
Information Systems
- Use web-based IS to increase customer responsiveness
Human Resources
- Develop training programs that get employees to think like customers
Source: Hill, C. W. L. & Jones, G. R. (2001). Strategic management: An
integrated approach (5th ed.). New York: Houghton Mifflin.
- R. S. Kulzick 08/29/00 -
Contact rkulzick@stu.edu with
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Copyright © 2000 Raymond S. Kulzick - Last modified: September 13, 2008