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Since 1998, Jean-Claude Larreche,
the Alfred H. Heineken Chaired Professor of Marketing at INSEAD in Fountainbleau,
France, has created and published an annual survey called "The Report
on Competitive Fitness of Global Firms" along with a scoring framework
and methodology around evaluating key market-based capabilities driving
the success of the modern firm.
The
framework addresses three key issues concerning market-based capabilities:
- the concept measurement;
- the emergence of capability
gaps in specific business sectors; and
- the development of distinctive
capability profiles.
The Methodology is called Market
Effectiveness Capabilities Assessment (MECA) and contains 182 indicators
to estimate scores on the following 12 key capabilities.
1.
Defined Mission & Vision: Are there broad lines & targets that effectively
guide employees in shaping the firm of the future?
2. Customer Orientation: Is satisfaction
of customers' needs an important concern broadly shared within the firm?
3. Corporate Culture: Are there
fundamental beliefs & values broadly shared by members of the firm?
4. Organization & Systems: Are
the structure & systems of the firm effective in helping management to
steer the firm in the desired direction?
5. Planning & Intelligence: Are
external & internal information effectively gathered & processed to help
management steer the firm in the desired direction?
6. Human Resources: How effective
are the recruitment, development, deployment & mobilization of human resources?
7. Technical Resources: How effective
are the acquisition, development, deployment & administration of tangible
resources?
8. Innovation: How effective are
the acquisition, development & implementation of new ideas in all facets
of the firm's operations?
9. Market Strategy: How effective
are the selection & strategic management of key products and markets?
10. Marketing Operations: How
effective is the management of marketing activities?
11. International: How effective
is the international management of human resources, technical resources,
products & markets?
12. Performance: How effective
is the firm in obtaining positive results from its actions?
From the study published by
Financial Times as "The Competitive Fitness of Global Firms
2002". See Corvaltec.com
site Also, an excerpt from an article referenced
below:
"Products and technologies are
often visible and well defined and can be imitated by those ready to make
the investment. By contrast, capabilities are often intangible and made-up
of elemental parts - innovation, human resources and corporate culture."
- Viewpoint:
Jean-Claude Larreche, "Beyond Strategy: Market-based Capabilities",
Page 87-88 of Business The Ultimate Guide, Bloomsbury Press, 2002.
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