Normann, 2001 Ch. 10 - Fitting into the Environment - OK deck

Question 1

Explain the relationship between companies and the environment.

Answer 1

There has to be fit in the environment, therefore you can look at one organization and see how the environment is shaped. All organization must find some kind of harmony, fit, consonance with its environment. Could be passive, but does not have to be - could be proactive. Impose itself on its environment. (Ecogenesis).

Question 2

Will fit remain?

Answer 2

The fit is not forever when the context change (which it will) the organization must change.

Question 3

Albert Einstein was a smart guy, what did he say?

Answer 3

“We need a new way of thinking to solve the problems caused by the old way of thinking.”

Question 4

Another good quote

Answer 4

If we want things to stay as they are, we have to change.

Question 5

But companies do not only have to create fit with its environment, it has to create fit within itself as well.

Answer 5

The business idea is the idea of how a company makes money in their context. And to have fit with all the organization’s activities. See below. Normann says that the most important and fundamental process in an organization is the renewal of dominating ideas.

Question 6

What question should we ask regarding our product or service?

Answer 6

You should not ask the question:
What else can we sell?

You should ask the question:
How can we leverage the customer’s value creation?