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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1998 MCB UP Ltd. All rights reserved.
- ISSN
- 0143-7739
- DOI
- 10.1108/01437739810368811
- Publisher site
- See Article on Publisher Site
Abstract
Alignment is a key aspect of strategic change. Alignment between customers and employees is a critical component. Two functional areas ‐ marketing and human resources ‐ are well positioned to play important roles in the alignment process, and they share similar methods. But in most organizations they are often not linked. The authors argue for leadership to overcome the functional barriers, avoid duplicate effort and gain fuller utilization of potential. They present a model for the alignment process and a set of tools to analyze alignment gaps and facilitate the cross‐functional linkage. The efficacy of the tools is illustrated by case examples. At the same time, the authors caution that continuously building alignment is more akin to a trek than a sprint.
Journal
Leadership & Organization Development Journal – Emerald Publishing
Published: Feb 1, 1998
Keywords: Alignment; Competences; Human resource management; Marketing; Organizational change