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Alignment and strategic change: a challenge for marketing and human resources

J.C. Cobb (Chequessett Consulting, Boston, Massachusetts, USA)
C.J. Samuels (Center for Strategy Research, Boston, Massachusetts, USA)
M.W. Sexton (Andersen Consulting, New York, USA)

Leadership & Organization Development Journal

ISSN: 0143-7739

Article publication date: 1 February 1998

3765

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.

Keywords

Citation

Cobb, J.C., Samuels, C.J. and Sexton, M.W. (1998), "Alignment and strategic change: a challenge for marketing and human resources", Leadership & Organization Development Journal, Vol. 19 No. 1, pp. 32-43. https://doi.org/10.1108/01437739810368811

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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