Applying Soft System Methodology:

When we work on this scenario we must consider the second option of applying

changes and making difference by applying soft system methodology.

Figure: The process of SSM (from Checkland and Scholes, 1990:29)

Soft Systems Methodology is an approach to inquiry into problem situations

perceived to exist in the real world (Checkland and Scholes, 1990:18). It originates

from the more general field of Systems Engineering, but have departed from the

tradition of "hard" systems thinking (in which the perceived reality is considered

systemic and inquiry systematic) into what is referred to as "soft" systems thinking

(where perceived reality is problematic and inquiry is systemic). In their discussion of

SSM and information systems development, Hirschheim et al. (1995:242) defines

SSM:

"is a framework which does not force or lead the systems analyst to a particular

'solution', rather to an understanding."

SSM has evolved through several versions, with (Checkland, 1981) as the most

widely cited. The presentation in this section is taken from a revised version of SSM

found in (Checkland and Scholes, 1990).

In the process of SSM is illustrated in figure above, A real world problem situation is

perceived and analysed accordingly. All situations have a particular history and back

ground that give much broader base for decision making. Manger of sales must

intervene accordingly with a diligent attitude. Manager must remember that this

approach is based on logic and culture together. People and their thoughts must be

protected in any type of changing.

My Application of SSM in Business:

 Client Orientation

Leadership
Infrastructure
Communication
Job Descriptions

Know-How
CORE of Development Goals

SSM
Technology

Budgets

Markets Corporate Culture

Political Framework

My network approach to apply SSM in my company

The impact of any change can be very strong and fatal if not taken properly by

considering other factors. To formulate a good strategy for development of a business

plans, I must remember the basic principles. One of the principles is you can never be

sure, under various situations who is responsible for good and bad actions. As a new

manger, I will consider his position carefully too. I must not have casual relationship

and attitude with any of the employees and team members. A process consultant must
consider that application should be step by step and not like a revolution according to

our both discussed strategies.

Main points as a sales manager, I will consider and include in my policy. My

problem solving intervention strategy will be based on Network approach of SSM

application.

1) Client Orientation:

As first step toward decision making I will consider the detailed profile of my

customers in cement business. As my employees are in favour of direct

relationship with clients and they believe that its good for their over all

business, there is no harm in meeting key customers and their key personnel to

find out the realistic and business like view for the problem solving. Once I

know, the situation and clients well, I will be able to see the difference of

thoughts and will make easy alternatives for my own team.

2) Infrastructure:

I will evaluate Infrastructure of business and the whole business net work.

Whenever and wherever possible a thoughtful overview must be taken. As a

sales manager I must visit the prime business locations to see how the business

is being done and how people perform their duties at different places of their
jobs. In knowing infrastructure, I will get familiar with various flaws of

applications at various levels, and this information can be very useful in

decision making for the SSM.

3) Job Descriptions

Job description (JD) is the aspect most managers think useless to consider

while evaluating environmental forces or making managerial decisions. Some

elements exist in all companies who don’t support change and application of

modern thinking. Mostly these are people who have nothing to de with the

change or who are least effected by the change or decisions concerned. In such

situation, where I am new and resentment is high for the change, I should

consider the people involved in showing resentment and protesting against

such changes. This analysis of JDs will enable me to locate the useful people

for my futuristic decision support too.

4) Technology

Technology involved in development of product, order taking, order

processing, sales report system management, data management, client

relationship concern, all these must be very useful for me, so to be considered

carefully. If as a new sales manager I am familiar with the technology business

is using, I can suggest related alterations while taking, process orders and

communicating to the customers. As my concern is independent working and

less dependence on personal relationship I can take support of existing

Managerial Decision Support System (MDSS) for the needed business

practice amendments. Technology can reduce the transaction, processing and

information collection time and I must use technology as my support.

5) Corporate Culture

No company can survive without its culture and no company can allow any

person to invade its corporate culture abruptly and unnecessarily. I will learn

from the model of Soft System Methodology that without my concern for the

people’s need, and respect for the corporate culture, I can not survive in the

business. I must be open to the new idea and should not interfere with basic

cultural set ups and values of the company just for the sake of my

amendments. I will use cultural powers for the benefit of business and should

not take these for granted. If culture is strengthen and values get stronger as

well, it will be my success. Of course I will not compromise on cultural

fallacies and bad practices.

6) Political Framework

Political system though the part of overall corporate culture is being discussed

separately due to its own and unique importance. Whenever any resentment or

resistance is shown against any decisions, the process of decision application

is stopped. Main reason behind this method of influence is political system

prevailing behind the scene. Many people supporting decisions on upfront

may not like the decisions in fact and may oppose these politically.

Political coalitions are the famous ways of protecting old system and self

interests in organisations. I will revise my thoughts and would give a thorough

look to the political system existing in the company. Many resisting factors

will just disappear if these are only located by me in a reasonable way.

7) Markets

A thorough knowledge of markets and various related variable is another need

to be applied for the decision making of a good manager. I will try to be aware

of all concerned and related markets like economic market, job market,

supplier’s market etc. as a result I can make good choices and bold decisions

as a sales manager.

8) Budgets
If a manager is not a finance person, even then he must know the basics of

budgets. If budgetary elements are strong, he will work successfully with any

corporate change. Some times cost of change is out of control and not allowed

by budgets. If budgets permit the things should go ahead.

If I ignore the cost of change and my intervention strategy, I may not apply

any god to the business.

9) Know-How

I will develop myself in all related and required areas of business. A skilful

manager is better than a person without skills in any organization. Technical,

product, HR, supply change, internal and external variables are just few

elements I will try to master for the sake of successful intervention and

transformation of business. Other than these, remaining factors are also

equally important and valuable.

When I will portray such knowledge, people will support my plans instead of

opposing those decisions. This is another important helping tool in applying

SSM in a soft and expert style.

10) Communication
 Internal and external communications both are important in this situation. If a

manger is not communicating, he will lose control and grip over his scenario

and decisions. My priorities as Sales manager will also focus on both aspects

of communication and will try to be closer to internal factors by effective,

timely and congenial communications.

11) Leadership

Leadership skill development in a particular way to support team members

and work for the change without hurting culture, values and self respect of

people is also important for the sales manager to exercise. Good leaders have

good support from external and internal variables and bad leaders get trouble

instead. I will do my level best to live my life to the cause of my plans, and

people will follow me..

Soft System Methodology:

SSM is concerned with construction and communication of perceived realities. SSM

applies measures through development of models and systemic understanding of the

problem and situation. SSM is focused on sense-making part of modeling and not so
much on the representation, manifestation and distribution of ideas and thoughts in

organization.

SSM is developed for problem situations very similar to reality. Appropriate

modelling techniques are applied. SSM is also good for it’s clearly constructivist, as

also assessed by Krogstie (1995:60). Human actors are considered to be subjective

beings with different worldviews giving rise to different interpretations of their

perceived realities. A purpose of SSM is to support the process of creating models of

these different interpretations and thereby make them subject to reflection and debate

(Checkland and Scholes, 1990:27).

SSM Focuses on:

 Customers - who are the most concerned and related to Transformation or

interventions

 Actors - the people who will act or perform for Transformations

 Transformation process - the conversion of input to output,

 Weltanschauung -- the worldview which makes transformations purposeful

 Owners – the decision makers and key person

  Environment constraints – mainly both internal & external environmental

elements

Conclusion:

We can sum up the sense of SSI and SSM in a way that both methods are appropriate

if selected for a specific business situation. Both philosophies are people dependent

and a manager should have sense and expertise to make a better choice while applying

any of these two methodologies. Organizational structure, available resources, time

available for intervention, purpose of change and overall marketing and business

objectives can be few grounds a manager may select the methodology on.

REFERENCES:

1
Soft System Methodology
http://www.idi.ntnu.no/grupper/su/publ/html/totland/ch0526.htm

3
Agency for Health Care Policy and Research. (1992). An annotated bibliography:
Effective dissemination to health care practitioners and policy makers. Rockville,
MD. Contact: AHCPR's Center for Research Dissemination, 301/594-1362.

Backer, T.E. (1995). Readiness for change, educational innovations and educational
reform: Working paper. Washington, D.C.: U.S. Department of Education. Contact:
Dr. Susan Klein, Office of Educational Research & Improvement, 202/219-2038.
5
Backer, T.E. (1991a). Drug abuse technology transfer. Rockville, MD: National
Institute on Drug Abuse. Contact: NIDA's Public Information Branch, 301/443-1124.

Backer, T.E. (1991b). Knowledge utilization: The third wave. Knowledge: Creation,
Diffusion, Utilization, 12(3), 225-240.