Winning Without Competition: How to Break Out of a Commodity ...

In hierarchical cultures, the "referee" decides which solution is "best". His success in "eliminating" the burden depends directly on the
amount of information and insight he has.
Erection Crew Will not work outside current
geographies
Spend long time away from
home
Manufacturing Tell Sales they will no longer
accept difficult-standard shapes
for architectural precast panels
at market prices; a 55%
premium is expected
Work overtime, incur scraprework
costs
Engineering Send an extraordinary number
of pieces to production with a
very short lead time
Re-engineer how design
process works so that
manufacturing has smoother,
steadier work flow
Marketing, Sales and
Production work with
Engineering to create even
more design process changes
that help smooth production
Engineering, Construction and
Manufacturing work together
to create a cast-in-place system
for all odd shapes--this is now a
Construction Division service
offering
Engineering, Finance and
Erection identify strategic
partner for U.S. erection that
trains under home-based
company teams
Sales Sales promises dates that the
plant is unlikely to meet
Sales spends extra time and
effort convincing owner the
wait is worthwhile
Sales, Marketing, Engineering
and Production work together
to create "quick" building
system that offers faster lead
times
Competition:
Shift the Burden
Cooperation and
Coordination:
Absorb or Split or Minimize
the Burden
Collaboration:
Eliminate the Burden
Chart Six: Examples of Collaboration vs. the
Alternatives