Keys to success in corporate redesign

  • Raymond E
  • Henry J
  • Douglas W
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Abstract

The article focuses on keys to success in corporate redesigning. Many U.S. firms struggled in the 1970's and 1980's to adapt to dramatic changes in their market environment, like new competitors, thinner margins, heightened pressure for product innovation and so on. Out of these struggles, one group of firms has emerged stronger than before, redesigned to meet the challenges of the 1990's and beyond. Another group, with Xerox Corp. and Hewlett-Packard Co. in the forefront, appear to have turned the corner on their way to effective redesign, but have not yet completed the process. What factors differentiate these groups of firms. Why have some succeeded in redesigning themselves to meet competitive demands while others have not. Successful firms have taken and are taking a variety of different routes in meeting these requirements. In some instances, firms have been able to install a familiar and well-understood alternative strategy-structure-process package. The three requirements for successful redesign appear logical and easy enough to pursue. - Greenfield redesign - Rediscovery redesign - New organizational form; network org

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Authors

  • E Raymond

  • J Henry

  • W E Douglas

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