Corporate structure: the next step for multinationals
In a new book, From Global to MetaNational, Strategy experts and Insead Professors, Yvez Doz, José Santos and Peter Williamson argue that the future form of successful global enterprise has now changed from the multinational to the metanational.
Multinationals are characterised by packaging home-country know-how to new markets - locations abroad are seen primarily as sources of potential cost advantage.
"Metanationals" are characterised by harvesting distributed knowledge from all over the world and leveraging it into innovative products whose delivery shape may vary in their different markets and geographies.
The authors argue for three key capabilities in becoming an effective metanational:
- Sensing – to be able to detect new opportunities through "sensing networks"
- Mobilizing – to be able to turn these opportunities into effective actions through “magnets”
- Operationalizing – to be able to scale up and deliver globally
They suggest that whilst most multinationals are strong in operationalizing they are very weak in sensing and mobilizing - interestingly these two capabilities require a collaborative networked approach rather than the old forms of hierarchy and matrix management.
In a chapter entitled, The Tyranny of Distance, the authors contend that ICT in itself, even if backed up by a large investment budget, cannot fully address the problems of mobilizing dispersed knowledge.
For a free first chapter of the book click here.
For an interview with the authors on Gurusonline.tv.
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Effective Brainstorming: Top Tips
Brainstorming, despite the popularity of the term, is one of the most challenging collaborative activities to carry out. While most people think they know how to brainstorm, very few really understand how to consistently make a session work. Ken Thompson and Robin Good share some of the secrets gleaned from "The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm"
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