HW S5 – Q5&6 – Hugo

5. Describe the “winning characteristics” of high performing organizations and how organizations
can “organize for growth”.

So first, we are going to describe the “winning characteristics” of high performing organisations. We
can find 3 winning characteristics which are: big data, deep insights; purposeful positioning; and total
experience.

Big data, deep insights:

One of the success factors of large organisations is that they understand their customers and
integrate this data into their resources. They study the behaviours that underlie their decisions and
identify their underlying motivations and universal human truths. This allows them to better identify
customer needs and tailor their products to meet those needs. The more data they have on customer
behaviour, the better their offerings. This allows them to help their customers more and more. The
more data they have, the better they can serve their customers.

Purposeful positioning:

This is essential to the success of the company because it creates a corporate culture and a shared
vision among all employees. It also gives meaning to the customers who buy the company's products
through the information the company sends out. Therefore, intentional positioning must consider
functional interest, emotional interest, and social interest. A centralised organisation for marketing
purposes is necessary in a company.

Total experience:

The final factor to consider is the customer experience. Indeed, top organisations offer what is called
a 'total experience' because they focus on the depth and breadth of their customer relationships. To
achieve this, offerings become personalised and directly tailored to customer preferences. In
addition, the services offered can be more interactive to connect with customers. The more data you
have about your customers, the better their experience will be because it's for everyone.

So now, we are going to show how organisations can “organise for growth”. There are 5 ways of
organization effectiveness: Connecting; Inspiring; Focusing; Organizing for agility; Building
capabilities.

Connecting: Each team and department must be connected to one another and communicate with
one another to work together toward a common objective; otherwise, they will be ineffective and
lack a comprehensive understanding of the company's problems. To avoid getting lost in the
missions, it's crucial to have a single, unchanging goal.

Inspiring: In a company, inspiration is crucial since it encourages employee engagement and

motivation. An employee who feels invested in the business will invariably be more productive and
dedicated to his task. Therefore, inspiration is a promise of excellence and reliability to clients,
enhancing their relationship with the company.

Focusing: The key aim of a company should be clear, simple, and unambiguous. Each employee
needs to be aware of the purpose behind their work as well as the future goals of the organization.
Internal cohesion is the secret to concentration. Being disorganized is not advantageous to the
business because the worker will waste time and possibly money if the work is not completed on
schedule.

Organizing for ability: Marketing companies must be able to function quickly, and using social media,
choices may need to be made nearly instantly. As a result, the organizational structure used for the
business must be flexible, disciplined, and speed-oriented with roles and responsibilities that can
change as needed. To save time and be more effective, a corporation needs to be adaptable and
flexible.

Building capabilities: Without continuing to build capabilities, it would be impossible to achieve the
other 4 factors in full or to maintain them. The marketing team requires knowledge of conventional
marketing and communication tasks. Without foundational knowledge and ongoing training,
employees will eventually produce subpar work and develop unsuccessful business plans, thus it’s
crucial to devote time and resources to enhancing their capacities.

6. Take the “Orchestrator Model” and analyze whether the organization you do your project on is
embracing (or could embrace) any of the elements described.

In the company Michel et Augustin, we can see several elements of the “Orchestrator Model”.

Feel: The company is focused on consumer engagement. The company has a strength with its
communication on social media and thanks to it the company has succeed to build a strong
community.

Do: We can say too that the company focuses the content and the product. In fact, the main idea of
this company has been to make biscuits whit any chemical elements but only with simple elements.
The quality of the product is more important for Michel et Augustin.

Now, Michel et Augustin could develop the third point of the “Orchestrator Model” which is “Think”.
It should focus more on data and analytics to secured more easily the future strategies.