Market Power and Business Strategy: In Search of the Unified Organization

Market Power and Business Strategy: In Search of the Unified Organization

Market Power and Business Strategy: In Search of the Unified Organization

Market Power and Business Strategy: In Search of the Unified Organization

Synopsis

Dr. Morris argues that through its Western mode of thought, a philosophy of separation, the U.S. is losing its edge in worldwide business competition. "Separating" is "pluralistic", says Morris, while the Eastern mode of thought is "unitary" - it seeks to combine. Morris maintains that in business, the Eastern way of thinking is winning. He thus calls for U.S. corporations to combine their various "functions" and simplify them, to develop what he terms a "common operating system" that can successfully achieve "market power", a way to block existing and potential competitors from access to targeted markets. It means adopting what for U.S. business is an entirely new way of thinking, and out of this develop a new approach to business strategy formulation. How this can be done, how the various "functions" of the organization can be linked into a non-linear, unitary structure, and why this must be done, is Dr. Morris's theme. Market Power and Business Strategy consists of seven modules, not chapters.Chapters, says Morris, imply a linear approach to learning and strategy. His book calls for a circular approach. Readers can begin the book anywhere, and will find after finishing it that the effect on their understanding is cumulative. Not only will they get a new way of considering individual functions within the organization, but they will also be struck by how these functions can be combined. They key is in the operating system. It's common to all functions, but because of the way Western thought has developed, the commonality has become hidden. Morris uncovers it by examining in detail the two ways of thinking, Western and Eastern, pluralistic and unitary, and compares them in the contextsof marketing, human resource, finance, and other "resources" that exist within organizations.

Excerpt

When I began the journey that led to the writing of this book, I had no idea that there existed any way to think about the world other than the post-World War II American approach. My conversion to a broader understanding began to occur when I realized that knowledge, skills, and attitudes (KSA) were easily combined and that the KSA gained in one area could be transferred to all others. I initially recognized this through a determined effort to learn multiple trades. After completing several accelerated evening courses in a variety of pursuits, not only did I possess the knowledge to perform many skills, I possessed an unanticipated insight: it all overlapped. The great illusion was that each skill was distinctive, but I discovered that essentially they were the same.

When I later chanced on a book called The Way of the Samurai byYukio Mishima, I realized that hundreds of millions had taken this same path. The philosophy of their society encouraged it, and those who achieved this insight were considered enlightened. I then found myself far more capable of predicting the behavior of Western and Eastern corporations based on these philosophical underpinnings. As an associate professor of marketing, I began to organize my courses into two worldviews: the pluralistic (or linear) with its strategic business consequences and the unitary (or circular) with its business consequences.

This book is written for the student and the teacher, for those who work hard every day and want to compete in a global marketplace and win. KSA are everywhere, and, as I tell my students, opportunity is not out there somewhere, but under our noses. Opportunity presents itself in the people that we meet every day. They all have stories connected to one another and to ourselves. I have had a successful radio show Live the Journey that reinforces this understanding for me each week. We are all teachers. We teach others through our countless actions each day and through the choices that we make a million times in our lives. This book will help the reader with the choices that are directed at outperforming com-

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