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| Tekijä: | Kodama, M. |
| Otsikko: | Transforming an Old Economy Company through Strategic Communities |
| Lehti: | Long Range Planning
2002 : AUG, VOL. 35:4, p. 349-366 |
| Asiasana: | STRATEGY CHANGE COMPANIES CASE STUDIES |
| Kieli: | eng |
| Tiivistelmä: | Companies seeking to innovate face creating a gap between the new and the old organisation. One way to bridge this gap and ensure smooth and effective innovation is to create a strategic community that will fuse the two cultures. This paper describes such a process and says that the payoffs can be considerable. Community leaders who can combine and manage diverse strategic communities both within and outside the corporate organisation gain access to new information and know-how, such as experience of the external environment through customers. This in turn can lead to a spiral process of continuous renewal, resulting in growth for existing businesses and the creation of new ones. The author presents as a study the case of NTT DoCoMo, Japan's largest mobile telecoms company. |
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