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4.12.1 Communities of practice and technology

Communities of practice are technical and social networks which set the context in which new knowledge arises in daily work, and determine how it is shared and interpreted, what counts as important knowledge and how people become recognised as members of that community:

A good deal of new technology attends primarily to individuals and the explicit information that passes between them. To support the flow of knowledge,
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4.1.1 Mapping who knows what

One of the most widespread ways to represent what you know is to represent who knows what. This avoids the complications of codifying or storing the knowledge in great detail – you simply map the relevant people to a high-level taxonomy, leaving them to give contextualised answers when asked. Initiatives to provide corporate ‘yellow pages’ which map an organisation by what people know rather than by where they work, or alphabetically, have been reported to be extremely popular and succe
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5 Conclusion

The argument underpinning this course has stressed the dangers of seeing implementation as somehow separate from the policy process, or as just one stage within it. Instead it has been emphasised that it is vital to place implementation centrally within that process – involving negotiation, learning and adaptation. Others too have come to regard this as central to the policy process. In the first edition of their book on implementation, Pressman and Wildavsky emphasise the disjunction betwe
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3 Governance, policy and action

It was noted earlier in this course that the models you would meet are both descriptive/explanatory and normative. In Section 2 they were used as explanatory tools to illuminate different possible causes as to why change might not happen in the ways that policy makers intended. This might be viewed as failure, or it might signify the system adapting to circumstances that were not covered by the original policy. In other words, not all implementation failure is necessarily a policy failure: po
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1.5 The problem of power: policy as political

The plural polity that characterises contemporary policy making means that many stakeholders are involved in the policy-action relationship dynamic, from commercial firms, public and non-profit organisations, the professions, central and local government, service delivery organisations, trade unions and the media, to organised groups of the public itself. Viewing policy as political, then, does not mean simply focusing on politicians. Rather, it signifies adopting a stakeholder perspective in
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1.4 The contribution of culture: policy as meaning making

The third model of the relationship between policy and action, between structure and agency, is based on the idea that human agency cannot be understood by simply regarding people either as cogs in a machine or as elements in an interactive system. Rather, human beings are meaning makers and act on the basis of their understandings and interpretations of events. In other words, they construct their own reality. Such constructions are not unique to them as individuals, but draw on a stock of s
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1.1 Policy delivery

The question of policy delivery seems to be growing in importance. So, for example, the Blair governments in the UK were, from the outset, preoccupied with ‘delivery, delivery, delivery’ as ministers and prime minister grew increasingly frustrated with what was often viewed as the intransigence of public service professionals. The constant cycle of change, in which new policies and initiatives were introduced in rapid succession, producing what critics described as ‘policy overload’ o
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Learning outcomes

After studying this course, you should be able to:

  • think critically about and be able to comment on processes by which local practices are situated within their wider contexts

  • think critically about and be able to comment on dimensions of globalisation

  • think critically about and be able to comment on the nature and significance of institutional rules of practice

  • think critically about and be able to comment on some differences between
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Acknowledgements

Except for third party materials and otherwise stated (see terms and conditions), this content is made available under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 Licence

Grateful acknowledgement is made to the following sources for permission to reproduce materia
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References

Brassington, F. and Pettitt, S. (2000) Principles of Marketing, 2nd edn, England, Pearson Education Limited.
Christopher, M., Payne, A. F. T. and Ballantyne, D. (1991) Relationship Marketing: Bringing quality, customer service and marketing together, Oxford, Butterworth Heinemann.
Curtis, J. (2000) ‘A clear view of CRM’, Marketing Direct, No. 50, pp. 4
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Conclusion

The aim of the first section was to introduce you to the concept of the market-led approach to marketing (also referred to as pan-company marketing or marketing orientation) and to differentiate it from ‘marketing department marketing’. I used examples and case studies to make you think about the applicability of this concept to commercial (for-profit) and non-profit organisations, and gave you activities to help you apply it in your own organisation.

Five of the learning outcomes w
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5.4 Activity 8

Activity 8

The M & S case study illustrates the importance of managing relationships. Having read it, try to answer the following questions.

  • On which value discipline has the com
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4.3.2 Operational excellence

Companies that pursue this [value discipline] are not primarily product or service innovators, nor do they cultivate a deep one-to-one relationship with their customers. Instead, operationally excellent companies provide middle-of-the-market products at the best price with the least inconvenience. Their proposition to customers is simple: low price and hassle-free service.

(Treacy and Wiersema, 1996)


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4.3.1 Product leadership

Its practitioners concentrate on offering products that push performance boundaries. Their proposition to customers is an offer of the best product, period. Moreover, product leaders don't build their positions with just one innovation; they continue to innovate year after year, product cycle after product cycle.

(Treacy and Wiersema, 1996)

For product leaders, competition is not about pric
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4.2 Narrowing the focus

Offering a unique value proposition involves designing a value-driven operating model. This is a combination of operating processes, management systems, business structures and culture that will give the organisation the ability to deliver superior value. The value-driven operating model is the means of delivering the value proposition.

Organisations that are market leaders have value-driven cultures and management systems that treat all employees as ‘part-time marketers’ (Gu
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4 How do organisations become market leaders?

Drucker (1992) wrote:

The five most important questions you will ever ask about your organization [are]:

  • What is our business?

  • Who is our customer?

  • What does our customer consider value?

  • What have been our results?

  • What is our plan?

Can you answer these questions for your own organisation? I don't expect you to know all the answers now. Try to think about them
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3.4 We know what's best for you: high-credence services

The professional's knowledge and experience adds value to the services provided by lawyers and accountants. These types of service are classed as high-credence services. Credence means trust. A lawyer has ‘credentials’ to handle your case – their qualifications are written evidence of trustworthiness and authority.

High-credence services are found in both the commercial and the non-profit sectors. Services are mainly, by their very nature, intangible, so customers have diff
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3.2 Who is the customer?

Customers are people who buy our products and services, and may or may not use them. The key to defining these people as ‘customers’ is that each engages in an exchange relationship that adds value to the organisation providing the product or service. Consumers do not give any value to organisations – there is no exchange relationship. They use products and services, but do not buy them.

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3 Do all organisations need to be market oriented?

As you have seen, many marketing writers maintain that to be successful all organisations (commercial and non-profit) must be market oriented and must focus their attention on adding value to their products and services to satisfy their customers’ needs.

Leaving aside the word profit from the CIM's definition of marketing, at a conceptual level the process of becoming market orientated is concerned with identifying, anticipating and satisfying customers’ needs. Kotler (Drucker, 1992
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2.1 Three approaches to marketing

This section has been written with the assumption that you have some prior marketing knowledge. As a brief revision you will read how marketing can be described both as an organisation-wide customer-orientated philosophy and as a functional department that handles activities concerned with understanding and satisfying customers’ needs. Studies show a direct link between the success of an organisation and the extent of its market orientation. These marketing concepts are applicable to both f
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