What do you think will the 21st -century corporations look like? (1000words)
Modernization have been the keyword of every corporation. But as 80's and 90's enter, computerization has its dominance. As we enter the new millennium, the basis of every developmental, progressive and soar high corporations is cybernization. But as the corporation grows and bloom in the context of modernization, computerization and cybernization, it must understand the importance of the world of order and the world of person.
The new millennium was ushered in by a dramatic technological revolution. We now live in increasingly diversed, globalized, and complex media-saturated society.
In this assignment, we are to take what corporations look like in the 21st century, but it is not enough to say that we are already living there. Technically, it is the 21st century, but corporations are not there, and the challenge now is to reinvent corporations for the 21st century. And making such a paradigm shift is not easy.
So what does 21st century Corporation looks like? For me, it is bold. It breaks the mold. It is flexible, creative, challenging and complex. It addresses a rapidly changing world filled with fantastic new problems as well as exciting new possibilities.
“Sparked by new technologies, particularly the Internet, the corporation is undergoing a radical transformation that is nothing less than a new Industrial Revolution. This time around, the revolution is reaching every corner of the globe and in the process, rewriting the rules laid down by Sloan, Henry Ford, and other Industrial Age giants. The 21st century corporation that emerges will in many ways be the polar opposite of the organizations they helped shape.”
Many factors, from the need to expand beyond national borders to the inexorable shift toward intellectual capital, are driving change, but none is more important than the rise of Internet technologies. Like the steam engine or the assembly line, the Net has already become an advance with revolutionary consequences, most of which we have only begun to feel.
The Net gives everyone in the organization, from the lowliest clerk to the chairman of the board, the ability to access a mind-boggling array of information--instantaneously, from anywhere. Instead of seeping out over months or years, ideas can be zapped around the globe in the blink of an eye. That means that the 21st century corporation must adapt itself to management via the Web. It must be predicated on constant change, not stability, organized around networks, not rigid hierarchies, built on shifting partnerships and alliances, not self-sufficiency, and constructed on technological advantages, not bricks and mortar. Already, old business models that emphasized fixed assets, working capital, and economies of scale have become increasingly vulnerable to nimbler organizations that employ new technologies to reduce costs.
“Leading-edge technology will enable workers on the bottom rungs of the organization to seize opportunity as it arises. Employees will increasingly feel the pressure to get breakthrough ideas to market first. Thus, the corporation will need to nurture an array of formal and informal networks to ensure that these ideas can speed into development. In the near future, companies will call on outside contractors to assemble teams of designers, prototype producers, manufacturers, and distributors to get the job done. Emerging technologies will allow employees and freelancers anywhere in the world to converse in numerous languages online without the need for a translator. ''The gap between what we can imagine and what we can achieve has never been smaller,'' says Gary Hamel, a consultant and author of Leading the Revolution.”
“That rapid flow of information will permeate the organization. Orders will be fulfilled electronically without a single phone call or piece of paper. The ''virtual financial close'' will put real-time sales and profit figures at every manager's fingertips via the click of a wireless phone or a spoken command to a computer. ''We don't have science-fiction writers who have seen and written this future,'' says Lowell Bryan, a consultant who leads McKinsey & Co.'s Global New Economy practice. ''Everything we see leads to greater diversity, greater choice, a far more integrative economy, yet more individualism.''”
What, exactly, does 21st century corporation look like? The organizations that flourish will have several defining features.
To thrive in this new century, companies are going to need a whole new set of rules
“EPHEMERAL. To survive and thrive in this century, managers will need to hard-wire a new set of rules and guideposts into their brains. Not so long ago, for example, leaders believed that building assets over the long haul guaranteed competitive advantage. In this new century, success will go to the companies that partner their way to a new future, not those that put heavy assets onto their balance sheets. Leaders once thought that creating intense rivalries among competitors motivated their employees and assured success. But in the days to come, a company's fiercest competitor might also be its most important collaborator. Since the dawn of trade, every business leader has wanted to build an enduring enterprise. In the new century, though, many companies will be intentionally ephemeral, formed to create new technologies or products only to be absorbed by sponsor companies when their missions are accomplished.”
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It's management by Web. That means not just Web as in Internet but the web-like shape of successful organizations in the future. If there are a pair of images that symbolize the vast changes at work, they are the pyramid and the web. The organizational chart of large-scale enterprise had long been defined as a pyramid of ever-shrinking layers leading to an omnipotent CEO at its apex. The 21st century corporation, in contrast, is far more likely to look like a web: a flat, intricately woven form that links partners, employees, external contractors, suppliers, and customers in various collaborations. The players will grow more and more interdependent. Fewer companies will try to master all the disciplines necessary to produce and market their goods but will instead outsource skills--from research and development to manufacturing--to outsiders who can perform those functions with greater efficiency.
Managing this intricate network of partners, spin-off enterprises, contractors, and freelancers will be as important as managing internal operations. Indeed, it will be hard to tell the difference. All of these constituents will be directly linked in ways that will make it nearly impossible for outsiders to know where an individual firm begins and where it ends. ''Companies will be much more molecular and fluid,'' predicts Don Tapscott, co-author of Digital Capital. ''They will be autonomous business units connected not necessarily by a big building but across geographies all based on networks. The boundaries of the firm will be not only fluid or blurred but in some cases hard to define.''
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It's more about bits, less about atoms. The most profitable enterprises will manage bits, or information, instead of focusing solely on managing atoms (the corporation's physical assets). Sheer size will no longer be the hallmark of success; instead, the market will prize the ability to efficiently deploy assets. Good bit management can allow an upstart to beat an established player; it can also give an incumbent vast advantages. By using information to manage themselves and better serve their customers, companies will be able to do things cheaper, faster, and with far less waste.
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It's mass customization. The previous 100 years were marked by mass production and mass consumption. Companies sought economies of scale to build large factories that produced cookie-cutter products, which they then sold to the largest numbers of people in as many markets as possible. The company of the future will tailor its products to each individual by turning customers into partners and giving them the technology to design and demand exactly what they want. Mass customization will result in waves of individualized products and services, as well as huge savings for companies, which will no longer have to guess what and how much customers want.
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It's dependent on intellectual capital. The advantage of bringing breakthrough products to market first will be shorter-lived than ever, because technology will let competitors match or exceed them almost instantly. To keep ahead of the steep new-product curve, it will be crucial for businesses to attract and retain the best thinkers. Companies will need to build a deep reservoir of talent--including both employees and free agents--to succeed in this new era. But attracting and retaining an elite workforce will require more than huge paychecks. Corporations will need to create the kind of cultures and reward systems that keep the best minds engaged. The old command-and-control hierarchies, with their civil-service-like wages, are fast crumbling in favor of organizations that empower vast numbers of people and reward the best of them as if they were owners of the enterprise.
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It's global. In the beginning, the global company was defined as one that simply sold its goods in overseas markets. Later, global companies assumed a manufacturing presence in numerous countries. The company of the future will call on talent and resources--especially intellectual capital--wherever they can be found around the globe, just as it will sell its goods and services around the globe. Indeed, the very notion of a headquarters country may no longer apply, as companies migrate to places of greatest advantage. The new global corporation might be based in the U.S. but do its software programming in Sri Lanka, its engineering in Germany, and its manufacturing in China. Every outpost will be seamlessly connected by the Net so that far-flung employees and freelancers can work together in real time.
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It's about speed. All this work will be done in an instant. ''The Internet is a tool, and the biggest impact of that tool is speed,'' says Andrew S. Grove, chairman of Intel Corp. (INTC) ''The speed of actions, the speed of deliberations, and the speed of information has increased, and it will continue to increase.'' That means the old, process-oriented corporation must radically revamp. With everything from product cycles to employee turnover on fast-forward, there is simply not enough time for deliberation or bureaucracy.
The 21st century corporation will not have one ideal form. Some will be completely virtual, wholly dependent on a network of suppliers, manufacturers, and distributors for their survival. Others, less so. Some of the most successful companies will be very small and very specialized; others will be gargantuan in size, scope, and complexity.
DIGITIZATION. Just as the smaller companies will use technology to gain economies of scale, larger companies will harness technology to reduce the costs of complexity. McKinsey's Bryan points out that technology allows Bank of America to manage a continent-wide bank of $700 billion in assets as effectively as it once managed a single-state bank with $7 billion.
At the very core of the 21st century corporation is technology, or what most people today call digitization. Put simply, digitization means removing human minds and hands from an organization's most routine tasks and replacing them with computers and networks. Digitizing everything from employee benefits to accounts receivables to product design cuts time, cost, and people from operations, resulting in huge savings and vast improvements in speed. Everything a company does involves what Bryan calls ''interaction costs,'' the expenses incurred to get different people and companies to work together to create and sell products. In the U.S. alone, Bryan surmises, such interaction fees account for over half of all labor costs. Digitization lowers these expenses dramatically. ''You are going to see unbelievable speed and efficiencies,'' says John T. Chambers, Cisco's CEO. ''Truly efficient companies, particularly in the first couple of waves of change, will be able to drive [overall] productivity at 20% to 40% a year.''
CULTURAL CHANGE. The potential for productivity gains is everywhere, in every process, in every industry. The bigger the company and the larger its costs, the greater the opportunity to see tremendous efficiencies. In the years to come, large incumbent corporations that get it will be the greatest beneficiaries of the Net, not the dot-com insurgents that once garnered all the publicity and market valuations.
Despite a handful of leading-edge companies, the true 21st century corporation, at least as it will eventually emerge, does not yet exist. John F. Welch Jr. of General Electric Co. may have created the archetypal ''learning organization,'' a highly diverse company that shares ideas across its many boundaries. Chambers of Cisco Systems may boast the most networked organization in the world, a company in which nearly all its administrative functions are conducted over the Internet. Michael S. Dell may have built the most efficient supply-chain network ever, a model that requires virtually no inventory. But there is no one company today that embodies all the possibilities and promise of the superefficient 21st century corporation.
The truly great 21st century companies will recognize that the real power of technology is not just the ability to make a business more efficient but also its potential to spark transformative change. Much of that change will involve the company's relationship with its customers. In an era of unprecedented choice, in which prices and product specs for almost anything are only a click away, companies will have to offer a lot more than bargain prices.
The 21st century corporation will require an array of new skills, all of which must be mastered for leaders to gain the upper competitive hand. Globalization has opened new markets. Deregulation has broken down industry boundaries. Venture capital has funded thousands of new tech-savvy insurgents who now threaten incumbents. And the ever-ubiquitous Web has brought the potential for remarkable gains in productivity--but also for frightening deflationary pressures. All these forces are fast propelling the creation of new business models in the 21st century, models that will look nothing like the once-healthy and seemingly invincible enterprises of an earlier age.