The Art of Piloting New Initiatives

《The Art of Piloting New Initiatives》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、FALL2011VOL.53NO.1RhodaDavidsonandBettinaBüchelTheArtofPilotingNewInitiativesREPRINTNUMBER53111GLOBALBUSINESSTHELEADINGQUESTIONTheArtofPilotingWhatimprovestheoddsofsuccesswhenpilotingaNewInitiativesglobalstrate-gicinitiative?Multinationalcompaniesoftentestneworimprovedpr

2、ocessesFINDINGSbyrollingoutalimitedpilotinoneorseveralmarkets.NewIfthepilotperfor-mancefailstoresearchidentifieshowtomaximizethechancesofsuccessforimpressmanagersinothercountries,theythesehigh-stakesdressrehearsals.arelikelytoadopttheinitiativeinaBYRHODADAVIDSONANDBETTIN

3、ABÜCHELperfunctoryway.Successfulpilotlo-cationssharethreequalities:credibility,replicabilityandfeasibility.MULTINATIONALCOMPANIESareundermorepressurethanevertomaintaintheircom-Don’tselectapilotthatisatypicalonpetitiveedge.Onewaytheytrytomeetthechallengeisbyimplementinggl

4、obalheadquarter-drivenkeydimensions,strategicinitiativesdesignedtoleveragetheirglobalscalewithneworimprovedprocesses.Suchsuchasorganiza-tionalstructureorstrategicinitiativesasharmonizingsalesprocesses,launchinganewglobalserviceforcustomers,systems.buildingasharedservicep

5、rocessingcenterorin-troducingstandardizedoperationsprocessescancreateeconomiesofscaleandscopeinoperations.Successfulinitiativesmayalsomakeitpossibletocompareprocessperformanceacrosslocations,uncoveringnewopportunities.Totrytoimprovethechanceofsuccessforsuchinitiatives,1c

6、ompaniesoftenconductafieldtestoftheglobalinitiativeinarestrictedpartofthebusiness,suchasasinglecountrymarketorasmallgroupofcountrymarkets.Ifthispilotsucceedsindemonstrat-ingthevalueofthenewpractice,topmanagementwillrollouttheinitiativeregionallyorgloballytoreal-izeitsful

7、leconomicandstrategicvalue.Seniorexecutivessometimesregardlearningastheprimarygoalofpilotingaglobalinitiative.Theyassumethatifanythingdoesgoseriouslywrong,thestakeholderswillbeforgivingbecausethepilotisjustanexperiment.Ourresearch,however,hasfoundthatthestakesareactually

8、muchhigher.(See“AbouttheResearch,”p.80.)Duringthepilot,thecountrymarketmanagersnextinlinetoimplementthe