EXTERNAL EMPHASIS
INTERNAL EMPHASIS
Outside-in Process
Inside-Out Process
Spanning Process
Market Sensing Customer Linking Channel Bonding Technology Monitoring Customer Order Fulfillment Pricing Purchasing Customer Service Delivery New Product / Service Development Strategy Development Financial Management Cost Control Technology Development Integrated Logistics Manufacturing/Transformation Process Human Resources Management Environmental Safety Health and Safety
Order Planning
Order Generation
Postal Service
PURCHASING
MARKETING
FINANCE
LEVEL THE BUDGET AND COMPENSATION PLAYING FIELD THAT SUPPORTS MARKETING EFFORTS
MARKETING DIRECTOR
SALES
PRODUCT DEVELOPMENT
MARCOMM
MARKETING RESEARCH
Engineering
Account Manager Engineering Rep Customer Purchasing Agent Mfg. Rep Shipping Rep Finance Rep
Manufacturing
Shipping
Purchasing
Finance
EXPERIMENTS
Research that tests cognitive maps
LEARNING LABORATORIES
A physical environment set aside for learning through experiments, simulations, models and role playing
COGNITIVE MAPSMAP 1
Example: Kinkos
Observation
More competitors means less business per store
Observation
Kinkos stores compete with each other when located in the same city because of free delivery service
Observation
Have fewer stores in a city
Observation
Each store has signage or advertising
Assumption
More stores mean more awareness
Observation
Higher awareness means more business
Conclusion 2