Managing the process of channel alignment Model-driven strategy development in a multinational corporation

摘要

Purpose - The purpose of this paper is to develop a framework and a reference process for achievingrnchannel alignment in companies that use traditional and electronic marketing channels. Instrumentsrnfor gathering and structuring of information on channel deployment are proposed and integrated inrnthe process of strategy formulation.rnDesign/methodology/approach - The research grounds on a conceptual model of strategicrnchannel alignment (MSCA) that is a recently proposed modification of the well-established strategicrnalignment model (SAM). Framework, instruments, and reference process were developed by drawingrnon results from literature analysis and experiences gathered in a research and consulting project at arnlarge multinational corporation. The case context is explicated.rnFindings - The developed management tools were successfully applied in strategic business units ofrnthe case company. They were found to be useful for facilitating strategic channel alignment byrnfostering processes of communication and collaboration between managers across organizationalrnunits. The framework helps to implement a common "strategy language" on multi channelrnmanagement. The instruments support the creation of a shared information base on a company's multirnchannel strategy and operations.rnResearch limitations/implications - The paper contributes to research on strategic alignmentrnprocesses and discusses model-driven alignment as social process that aims at the construction of arncommon understanding of multi channel issues. The beneficial role of management tools in suchrnprocesses is spelled out.rnPractical implications - The generic nature of the proposed management tools makes furtherrnpractical applications possible. Companies that strategically address the alignment of their marketingrnchannels can utilize the methodology and adapt it to their specific needs.rnOriginality/value - The paper translates a conceptual management model into a practicalrnmethodology. Models like the SAM and the MSCA are frequently discussed but research and reportsrnon their practical value has been scarce. This paper contributes to filling this gap and develops tools ofrnpractical value in a particular domain of strategic management.