Action And Relationship by Krishnamurti Jiddu

By Krishnamurti Jiddu

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29 Much more significant is the personal development of the workforce involved. On the sales front, it is advisable to invest in re-skilling and re-training (for example, for the B2B field sales force), to ensure a shared view of the future vision, development, and opportunities in converging industries. Apart from this, it is of utmost importance to abandon previously existing and potentially still prevailing cultural and mental boundaries between technological disciplines. It is crucial that this should take place consistently throughout the entire organization; it can be supported by hiring project managers experienced in multiple technological fields.

Not surprisingly, the close collaboration with, or even the acquisition of, small, agile start-up ventures from distant fields becomes relevant. Nevertheless, within the existing organization it remains crucial to concentrate on establishing an end user-driven culture, where the customer is regarded as a substantial stakeholder and co-creator within the ecosystem. Through the acquisition of the start-up firm, Devicemaster gained access to new key processes that allow customers to store their own photos online, manage them efficiently, share them with friends, and order printouts or photobooks within the system.

When previously distinct industries converge, and de facto grow together, traditionally established entry barriers become dramatically reduced, practically overnight (Lei 2000; Hacklin 2008; Hacklin et al. 2010). Former outsiders suddenly turn into serious competitors, while distant firms become co-actors in the same industry. As a result, firms are faced with strategic uncertainty, even fear of the future (Lee 2007; Yoffie 1996). For example, the music industry initially saw the coming age of digitalized music (brought about by the MP3 format) as a threat to the entire business.

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