Facilitating alliance value creation through social mediaPresentation Transcript
Facilitating alliance value creation through social media
Alliances The harnessing of resources skills, experiences and technology Business success over and above that which either company could achieve alone Alliance The whole should be greater than the sum of the parts.
But successful alliances are difficult to achieve The HOW The ‘soft’ side: Culture, behaviours, values, and people Leadership Management The WHAT The ‘hard’ edge: Systems, processes, structures, and business strategy
Alliance challenges Differences in: Competence Culture Benefits, rewards, career path Organization structures, strategy, systems Difficulty in building trust between partners Coordination and knowledge exchange between different alliance projects Transparency and leakage of information Alliance managements’ responsibilities include areas outside the alliance, which sometimes even in areas of direct competition with one another
Overcoming the challenges
Sharing and developing skills through social media See alliance team as an organization: there are 4 kinds of relationships among employees None Weak Potential Strong Andrew McAfee, 2008
Sharing and developing skills through social media People tend to form strong ties with others who are similar (“birds of a feather flock together”) None
Looking for innovation from the outer ring is more fruitful:
ESSPs( Emergent social software platforms) make it easier to reach vast knowledge outside strong ties
People post not only what they know, but also what they don’t know
Weak Potential Strong
Employee incentives? Measuring employee performance? “The informal organization is as important as the formal one for getting work done” Andrew McAfee, 2008
References “Reputation by association : exploring alliance formation and organizational identity adaptation”, Lin Lerpold, 2003. Presentation: Leveraging networks and social media in a multinational company, Nov 2009, Robin Teigland, http://www.slideshare.net/eteigland/social-media-teigland-novt09 http://andrewmcafee.org/2009/11/enterprise-2-0-is-not-that-big-a-deal/ http://andrewmcafee.org/2008/09/should_knowledge_workers_have_enterprise_20_ratings/ Enterprise 2.0: The Dawn of Emergent Collaboration. By Andrew P. McAfee - MIT SLOAN MANAGEMENT REVIEW, SPRING 2006.