Page 338 - Operations Strategy

WHAT is THE RolE of AlignmEnT? 313
the requirements of their market. But, not every business understands its operations
capabilities and many may not have any ‘distinctive’ capabilities. And while we have
continually stressed the importance of leveraging operations capabilities into the mar-
ketplace, this does presuppose that a business has some operations capabilities worth
leveraging. The logic of these alternative formulation processes is shown in Figure 9.3.

Figure 9.3 align operations resources with market requirements or align market
positioning with operations resources capabilities

Market
segmentation

Operations Operations
Operations strategy performance Market
capabilities positioning
decision areas objectives

Competitor
activity

State market
… to enhance Make strategic requirements in Understand
core capabilities operations terms of operations markets and define
required by competitive
market decisions performance position
objectives

Tangible and
intangible
resources

Operations Potential
Operations Operations
capabilities performance strategy market
decision areas positioning

Operations
processes

Understand Identify Make appropriate
resources and performance strategic operations … that indicate
processes, and benefits decisions that potentially competitive
identify core from enhance the market positions
capabilities capabilities capabilities

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