1. Lecture 5 Extending the Organization (Chapter 3)

2. 2 Announcements Job/Internship fair –Tuesday April 24, 10am(!) – 1:30pm –University Center Lecture tomorrow (Friday) –9am –Engineering 2, room 506 –Case study: Wyndham

3. 3 Lessons from Leapfrog Case Example of growth from startup to market leader Strategy of targeting two distinct (but complimentary) markets High standards, very targeted workforce Outsourced from beginning, but not in critical strength areas Different market patterns Still struggled to make money consistent

4. 4 Today’s lecture: Extending the firm Three main themes: 1.Managing communication and relationships within a firm 2.Developing communities with shared goals 3.Different business models for different roles in that community

5. 5 Communication (r)evolution Open communication between firms is new! Compare with advent of telephone This chapter extends chapter 2 discussion to include how decisions are made in a networked organization

6. 6 Business networks “Companies need not trade off flexibility for integration in critical cross-company processes. By managing the activities of and relationships with suppliers as networks rather than production lines, companies can swap their tightly coupled processes for loosely coupled ones, thereby gaining much needed flexibility and improving their performance in the bargain” (page 80)

7. 7 Some key ideas Differentiation how organizations are subdivided into specialized work units (nodes) –Horizontal (operating units) –Vertical (power/authority levels) Integration relationships and links between nodes required to unite specialized units and enable shared value –Task-based (groups work together on processes) –Information/expertise based (groups provide information or expertise) –Social relationships (affiliation and identity separate from work)

8. 8 Sociology of relationships Stronger relationships needed in presence of –Increased complexity, uncertainty –Task interdependence eg. Shared services –Innovation –Large real-time information sharing –Diverse subcultures –Leader preferences

9. 9 Framing decisions of differentiation What capabilities and resources are required to achieve goals? What activities must be performed to get there? How should these activities be grouped within specialized units? See table 3.1

10. 10 Table 3.1 Options for designing differentiated unit groupings

11. 11 Relationship Structure Last lecture talked about managing relationships within organization Today: Relationships between organizations –Competing –Partnering –Mutual dependence

12. 12 Framing Decisions of Interdependence What key tasks must be managed between specialized groups? What organizational solutions are needed to coordinate and control interdependence? What configuration of organizational solutions should be used to ensure alignment and fit with the business environment and strategy? See table 3.2

13. 13 Table 3.2 Options for Designing Inter- Firm Governance

14. 14 Network Ownership Corporation = legally defined organization Alliance = between a small number of players Community/Ecosystem = players working together to achieve shared goals See figure 3.1

15. 15 Figure 3.1 Emerging IT-Enabled Extended Enterprise Models

16. 16 Different Sources of Revenue and Cost Today’s business environment allows companies to make and spend money through multiple channels, summarized in the following tables

17. 17 Sample Revenue Options

18. 18 Sample Cost Categories

19. 19 Sample Asset Categories

20. 20 Hybrid Governance Is market or hierarchy better? –Transaction cost theory says markets give greater efficiency and effectiveness unless cost and risk of using market mechanisms to coordinate and control interdependencies are higher than the cost and risk of hierarchy Cost and risk increases with –Duplication of costly assets that cannot be shared –Setting frequent disputes –Cost related to information access –Need to join others to increase market power Hierarchy used when high risk of market failure –Executives given authority to determine shared purpose and goals –Unified leadership gives focus Hierarchy optimizes vertical information processing Markets optimize horizontal information processing

21. 21 IT enables governance models Information sharing, processing, creating –Shared purpose of multiple firms –Enable configurations and solutions between firms but do not preclude market-based transactions as well –Shared projects/values encourages increased activity over time

22. 22 Questions, Break, Presentation

23. 23 Business Opportunities from New Market Several new roles have emerged due to communication and market changes Each presents business opportunity with unique characteristics

24. 24 Internet Business Classes Producers –Package work of creators into products, services and solutions to meet market need Distributors –Enable buyers and sellers to connect, communicate and transact business Portals –Aggregate products, services and/or information for use by members of community

25. 25 Figure A3.1 Classifying Network Business Models

26. 26 Focused Distributors Provide products/services for specific industry Differentiating business models –Does business assume control of inventory? –Does business sell online? –Is price set outside the market or is online price negotiation and bidding permitted? –Is there a physical product or service that must be distributed?

27. 27 Focused Distributor Models

28. 28 Focused Distributors eRetailers –Amazon.com –Control inventory, set prices –Revenue = sales of products/services –Cost = procurement, inventory management, order fulfillment, customer service –Started as bookstore –In 2000, changed business model to eLogistics

29. 29 Focused Distributors eMarkets –Global Healthcare exchange –Links buyers and sellers –Take cut from transactions – no direct control of physical inventory –Often also provide system integration and custom software development

30. 30 Focused Distributors eAggregators –insWeb –Provide information on products or services for sale by another channel –Catalogs, comparisons, reviews –Don’t complete final sale transaction –Pass customer to supplier – obtaining referral fee and advertising revenue

31. 31 Focused Distributors Infomediaries –Internet securities –Unites sellers and buyers of information –No physical product –Often subscription fees, advertising fees –Barriers to entry are low (information is freely available) –Companies evolve to allow transactions

32. 32 Focused Distributors Exchanges –NASDAQ, eBay –Sometimes control inventory –Price is negotiated by buyer and seller –Various fee structures used

33. 33 Portals AOL Provide access to internet and tools Subscription fee

34. 34 Portal Business Models

35. 35 Producers Business models have evolved Manufacturers use internet to design, produce, distribute products Service providers deliver widerange of online services Educators Advisors News services

36. 36 Producer Business Models

37. 37 Digital Infrastructure Providers Hardware Software Components

38. 38 Infrastructure Distributor Business Models

39. 39 Infrastructure Portals Combine access to range of hosting services Horizontal Portals –ISPs, gateway access –Access and maintenance fees, subscription, advertising, transaction fees Vertical Portals –Application service providers (ASPs) –IBM business outsourcing

40. 40 Infrastructure Portal Business Models

41. 41 Infrastructure Producer Business Models

42. 42 Community Example: NASDAQ Collaborative community started in 1971 National Association of Securities Dealers (NASD) –Enabled network of members to trade securities on behalf of individual and institutional investors –22.5 billion shares of stock listed (2005) –Operates over network rather than physical trading floor –Multiple members: see fig 3.2

43. 43 Figure 3.2 NASDAQ Extended Enterprise

44. 44 Foundation of NASDAQ Automation of end-to-end securities trading, clearance and settlement process Streamlined activities lead to efficiency, consistency and reliability Members make decisions to control processes Broker-dealers become network orchestrators, bringing buyers and sellers together Creates an extended enterprise of on demand business

45. 45 Role of IT in NASDAQ Standards and rules are embedded automatically Information created as byproduct of automated systems –Enables reporting –Enables monitoring –Transparency leads to trust

46. 46 Partnerships and Trust Process-based trust –Parties manage interdependencies over recurrent transactions Affiliation-based trust –Identity between groups/within group Institution-based trust –Tied to formal organizational and social structures

47. 47 Global Healthcare Exchange Founded in 2000 by big names in healthcare – Johnson&Johnson, GE Medical Systems, Baxter Healthcare, Abbott Laboratories, Medtronic Designed to provide a “worldwide online, open and independent electronic trading exchange to facilitate the real-time transfer of information, money, goods, and or services in the worldwide medical equipment, products and services industry” Drive down costs in supply chain Internet-based company using experienced players Several strategic acquisitions, alliances and mergers

48. 48 GHX vision Avoid “middle-man” between suppliers and providers Control fees Standardize data in industry Improve efficiency of supply chain for all players Challenges: –Competing companies had to work together –Who had how much control? Creative LLC agreement

49. 49 GHX Strategy “Borrow” employees from founding companies Outsource supply-chain software development Mergers and acquisitions such as HealthNexis –Led to acceptance in market Strategic Mergers such as Medibuy Evolving product offerings Blend of technology, service, logistics Startup built by established firms Small company with large network of partners

50. 50 Key Insights from examples Hybrid forms of government are emerging that unite hierarchy, market and partnership A network orchestrator role is emerging to coordinate inter-firm interdependencies within business ecosystems, like NASDAQ and GHX Network orchestrators design organizational solutions that reflect the interests of all parties Collaborative community and trust co-evolve over time

51. 51 Project Teams and Topics Due tomorrow If you don’t have a team, stick around after class

52. 52 Presentation 2