MARKETING Y PUBLICIDAD
4.1.1. Imagen de Marca
4.1.1.8. Construcción de la imagen gráfica
Develop networking capabilities. Expanding your network with important parties, such as the government. Additionally, and even more important, create stronger ties within your network. With stronger ties, the quality and frequently of sensing environmental changes can increase. Collaborate with other parties. By collaborating with other parties in the development of
capabilities, a firm can use another firm’s capabilities or use them to develop their own. Using capabilities of other firms can ensure a quick implementation and can create time for the other parts of the transformation process.
Gain more power and influence in the environment. This is closely related to networking capabilities and creating stronger ties. With more power and influence, a firm can direct change in the environment and identify triggers earlier.
Flexible resources. For example, with more than one supplier mitigates risk and can create flexibility.
Decentralized network structure. A decentralized structure enables fast decision making. Implement fluid leadership. Leaders need to have expertise on the core business, knowledge
about the environment and encourage curtained amounts of autonomy.
Create a culture that facilitates behavioural changes. To be adaptive, an organization must change, and people may have to change their behaviour. Therefore, a flexible culture is important which facilitates behaviour changes.
58 some changes going on in their environment. Start-ups specializing in financial services, changes in laws and regulations and new technologies, such as block chain, are making the environment more dynamic. How can Big Bank learn from the high adaptiveness of criminal organizations?
Advise
The environment of Big Bank is changing and becoming more dynamic. To survive, the bank needs to be adaptive. Big Bank has a top down management and hence a centralized structure. A centralized structure makes it harder for an organization to be flexible. Criminal organizations have decentralized structures which make it possible to act faster and be more flexible. When Big Bank needs to be more adaptive, they should consider to be less hierarchical. Because, an hierarchical structure can have a negative moderation effect on the transformation process. The bank needs an well aligned transformation process to quickly adjust to the changing environment. Otherwise, firm survival will be threatened.
Changes in laws and regulations are hard to predict for legal organizations. Therefore, it is important to increase networks and gain strong ties with people outside their company. Criminal organizations make use of their networks to identify changes in their environment in an early phase. They can adjust in time and sometimes even anticipate beforehand. Additionally, some criminal organizations infiltrate or subsidize governments to gain power and influence. For Big Bank it is advisable to also use their network. By creating strong ties with people in their environment, they can use them to pick up early signals of environmental change. With these signals, Big Bank should be able to start their adjustments proactively. This can result in competitive advantage and firm survival. Furthermore, by lobbying Big Bank might be able to influence changes in laws and regulations and certainly know quicker about planned changes in for example the law.
New technological developments might be a threat for organizations in terms of substitution. However, to survive companies should adopt useful technologies to improve their organization and adapt to environmental changes. Criminal organizations have shown to be quick adopters of new technologies and use them in their advantage. Additionally, some criminal organizations choose to collaborate with other criminal organizations who can perform the required tasks better. Big Bank needs to develop capabilities that foster early adaption of technologies and consider collaborating with other parties to gain knowledge about the technological developments.
Concluding, Big Bank should focus on working towards a more decentralized structure, which positively effects the adaptiveness. Secondly, by expanding and strengthening their network Big Bank will be able to spot changes faster and act more proactively. Lastly. Big Bank can deal with the threatening technological developments by collaborating with parties that have more expertise about a curtain technology. This collaboration can lead to dynamic capability development and thereby increasing the strength of the transformation process within Big Bank.
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