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Accelerated pace of technological disruption has forced organizations to change. It has triggered leaders to think of the ways they must adopt to survive in these challenging times.
Organizations are confronting this scenario by embracing digital technologies. Traditionally, the focus of the organizations in these Transformation initiatives has remained on speed of change. To get the most out of their initiatives, they are making drastic changes, to include:
- Creating Agile Teams
- Introducing Mobile Apps
- Building Big Data and Analytics capabilities
- Experimenting with creative Digital Business Models.
Digital Transformation programs are launched with huge fanfare, see success early on, but fail to keep the momentum going. The issues that plague the sustainability of these initiatives are typically:
- Aging Technology Infrastructure
- Incompatible Operating Models
- Archaic ways of doing business
- Change-agnostic culture.
Drivers of change for the Digital Leadership have changed significantly over the years. There is an increased focus on building scale when executing Digital Transformation. Leaders have realized that quick Decision Making is not the only element required for successful Transformation. To achieve its full potential, they need to create differentiated offerings and scale the most viable initiatives across the organization to create value.
Traditional organizations have started following the footsteps of digital disrupters like Amazon and Tesla. They are implementing new digital services and adjusting their operations. However, typical hurdles—e.g., old enterprise systems, bureaucratic red tape, delayed decision making, and segregation between IT and business units—make them slip back into the outdated ways of doing things.
Sustainable Digital Transformation involves building not only the technology infrastructure but also revisiting the operating model. Successful Digital Transformations essentially involve embracing 4 key strategies to enable an ecosystem that encourages change to stick as well as scale:
- Create a strong Digital Foundation
- Integrate and consolidate the Digital Ecosystem
- Front-end to back-end approach
- Create a new Business Model
Let’s delve deeper into these strategies.
Create a Strong Digital Foundation
Manufacturing and pharmaceutical industries are the major sectors that employ this strategy. The typical state of affairs in organizations implementing this strategy is such that they are in need of developing new digital capabilities from scratch to tackle nimble rivals who are churning out novel value propositions using digital tech. These companies are burdened by dated tech infrastructure, sluggish decision making, and dated business models. The risk of disruption to these businesses is growing but it hasn’t challenged them to transform drastically.
To them, building a digital foundation warrants acquiring novel foundational capabilities. Their approach should be to start implementing and managing small changes one step at a time. For instance, building a smart technology architecture with advanced Big Data, Analytics, and predictive modeling capabilities. This should be followed by testing prototypes of the new model to prove their worth before implementing a full-blown execution.
Integrate and Consolidate the Digital Ecosystem
This strategy has gained traction most in organizations from the Consumer Products industry. These organizations are typically marred by scores of fragmented IT systems running in different parts of the organization. There is a general inability to prioritize the most viable projects and scale them. The need to reform and rapid deployment of Digital Infrastructure is critical for survival.
The approach to Digital Transformation in these organization should be to establish a central management position to manage the initiative and streamline dispersed technology landscape. This entails revising the technology infrastructure and operating model, deploying a unified IT platform for gathering and storing customer data, establishing a common data repository accessible to all units to recognize customers’ needs, and creating a culture that encourages innovation, acts on creative ideas, and refines them through experimentation and advanced tools.
Interested in learning more about the other strategies to enable Digital Transformation? You can download an editable PowerPoint on Sustainable Digital Transformation here on the Flevy documents marketplace.
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Futuristic, technology-driven business models are weakening the conventional advantages of Economies of Scale. Large corporations, founded on Scale, nevertheless have areas that they can exploit if they reposition rapidly.
For the best part of over a century, Economies of Scale—Cost Advantages that businesses achieve owing to their scale of operation—fashioned the corporation into a perfect engine of business. The economic concept of Economies of Scale was first floated in the Adam Smith era where the idea of obtaining larger production returns through the use of division of labor was introduced.
A technological rush, distinct in history, was observed near the beginning of the 20th century. These new technologies were accompanied by scale i.e., bulk production and access to huge markets. The Economies of Scale guided business success—the strong inverse relationship connecting fixed costs and output grew into a basis of Competitive Advantage.
Back then, investments in scale was the most sensible proposition. Not only did it lower fixed costs but also created a formidable barrier for competitors, denying them entry in the market. Every type of business spent the 20th century in the quest for scale.
The advent of game-changing new technologies such as mobile devices, social media, and cloud computing, augmented by Artificial Intelligence (AI), is whirling Economies of Scale into Economies of Unscale.
Specifically, rise of Software as a Service (SaaS) and emergence of Product to Platform Transformations—coupled with AI’s ability to customize—overthrows bulk production and mass marketing as a basis of Competitive Advantage. These progressions have battered the powerful inverse correlation between fixed costs and output that delineated Economies of Scale.
Today, minor, unscaled businesses, leveraging Platform Scaling Strategies while renting SaaS, can hunt in niche markets, effectively contesting big companies that are strained by decades of investment in scale, i.e., in large-scale production, distribution, and marketing.
The triumphant companies in the current tech rush—enabled by Platforms and SaaS—are the ones led by Customer-centric Design, providing each customer precisely what they want, that too while making a profit, and not companies offering everyone uniform products.
Large corporations can remain relevant in this era of niche marketing by taking leverage of their existing infrastructure through astute modifications in their use. They can deploy 3 key tactics to accomplish this:
- Product to Platform Transformation
- Absolute Product Focus
- Dynamic Rebundling
Let us delve a little deeper into the details of the 3 tactics for leveraging Economies of Unscale.
Product to Platform Transformation
Dynamic corporations have expended decades building scale which is extremely specialized for their industry. Efficient factories, distribution channels, retail outlets, supply chains, marketing expertise, and global partnerships have been painstakingly developed. It is time for these corporations to take a decision on whether it is more viable to rent out this capability to other companies or not.
An example of such an approach is that of P&G’s Connect + Develop program that has been running for more than a decade.
Absolute Product Focus
As corporations become bigger, emphasis on control becomes more pronounced—processes, regulations, stock prices, and a variety of non-core issues take precedence over great product offering. Niche market focus blurs and attempts are made to make a product that may appeal to the masses in an effort to create Economies of Scale.
In this age of Unscale, the product/customer-focused competitor preys on such weakness. Large corporations can mitigate the repercussion of such weakness by organizing as a network of small businesses focusing on core function while outsourcing non-core functions. Each business, completely dedicated to creating a product perfect for its part of the market.
Apple Inc. contracts out manufacturing to Chinese companies while keeping the R&D and innovation—its core function—in the U.S.
Dynamic Rebundling
Successful companies in this day and age of Unscale are the ones that make every customer feel like a market of one. A corporation—a compendium of products—can match this by initially understanding its customer, then bundling its products as per each customer’s needs.
A great example is The Honest Co., which in 2012, began selling specialized line of diapers and wipes by subscription. First year, the company raked in $10 million in revenue by supplying a niche customer, a niche product, dissimilar to mass-market brands. By 2016 it was making sales exceeding $300 million.
Interested in learning more about the 3 tactics for leveraging Economies of Unscale and how corporations have, in their own way, taken advantage? You can download an editable PowerPoint on Economies of Unscale here on the Flevy documents marketplace.
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Do You Find Value in This Framework?
You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives. Here’s what some have to say:
“My FlevyPro subscription provides me with the most popular frameworks and decks in demand in today’s market. They not only augment my existing consulting and coaching offerings and delivery, but also keep me abreast of the latest trends, inspire new products and service offerings for my practice, and educate me in a fraction of the time and money of other solutions. I strongly recommend FlevyPro to any consultant serious about success.”
– Bill Branson, Founder at Strategic Business Architects
“As a niche strategic consulting firm, Flevy and FlevyPro frameworks and documents are an on-going reference to help us structure our findings and recommendations to our clients as well as improve their clarity, strength, and visual power. For us, it is an invaluable resource to increase our impact and value.”
– David Coloma, Consulting Area Manager at Cynertia Consulting
“FlevyPro has been a brilliant resource for me, as an independent growth consultant, to access a vast knowledge bank of presentations to support my work with clients. In terms of RoI, the value I received from the very first presentation I downloaded paid for my subscription many times over! The quality of the decks available allows me to punch way above my weight – it’s like having the resources of a Big 4 consultancy at your fingertips at a microscopic fraction of the overhead.”
– Roderick Cameron, Founding Partner at SGFE Ltd
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