BusinessMirror January 26, 2015

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The difference Online RetaileRs betweenWhy change & aRe staRting tO CaRe abOut yOuR Feelings transformation MondayMorning» W

BusinessMirror

www.businessmirror.com.ph

By Robyn Bolton

t’s been almost 10 years since Harvard Business Review published John Kotter’s classic article, “Why transformation efforts Monday, fail.” Although his suggestions for improving the odds have been widely accepted, the success rate of major corporate change programs remains essentially the same—at 30 percent.

e all know that shopping E1 is not just about buying stuff, and that there are emotional and social reasons that drive us to choose certain shopping experiences over others. In the rush to get online, retailers focused on building lower-cost digital equivalents of their stores that left behind many of those human connections. But in the latest wave of digital three-time business models, e-tailers are seeking rotary club to satisfy not just functional needs, of manila journalism but also those complex emotional and awardee social “ jobs to be done.” 2006, 2010, 2012 This approach is typified by San U.N. Media Award 2008 Francisco-based Weddington Way, a startup that aims to keep the experiof shopping for bridesmaid dresswww.businessmirror.com.phence nn Vol. P25.00 nationwide | 7 sections 36 pages | 7 days a week Vol.1010No. No.40109 es social—even when members of the wedding party live in different cities. By creating their own private virtual showrooms, brides and bridesmaids can discover, recommend and vote on dresses in a collaborative online space staffed by personal stylists available by chat session. With 25,000 dresses sold in just the first half of 2014, the company is approaching the $10-million revenue mark. Other e-tailers are focusing on building experiences that eliminate the emotional angst and unBy Genivi Factao certainty of online purchases. Bonobos. com, the men’s clothing site, started online in 2007 but took off more recently when it began adding physical locations. The New York-based company opened “Guideshops” in 10 cities that help alleviate the worry men have when buying clothing online. Customers can make an appointment to visit the showroom, which has samples of goods but doesn’t stock everything in every size. A personal shopper helps men select, try on and order clothes to be delivered to their homes. This model lets the retailer combine the advantages of large online selection with in-person service. Bonobos is reportedly approaching $100 million in annual revenues and is partnering with Nordstrom to sell its custom clothing line in 200-plus stores. Continued on A2 Other retail startups are developing By Ron Ashkenas Based on consulting experience I recently met with the senior set of tra business models that monetize social with dozens of companies over leadership team of a large technolcapabiliti connections in new ways. Luvocracy, for ogy company that had been sucdynamic many years, I believe there is still instance, encourages shoppers to recomcessful because one unique product stronger c confusion over what constitutes mend clothing and fashion items from aries and “change” versus “transformation.” constituted 90 percent of its sales. anywhere on the web. Friends can add Many managers don’t realize that When competitors started developmidst of “luvs” to products, which increases the ing a less expensive version of the Nobod the two are not the same. “trust” rating of the recommender. When final out Change management means product, it became clear that the someone buys a product that you’ve recimplementing finite initiatives, company could not survive as a onewords, th ommended, you earn a 2-percent reward. product firm. So the CeO launched much a which may or may not cut across If you attract enough followers who experime the organization. The focus is on a transformation strategy with the buy those products, you can become a executing a well-defined shift in goal of figuring a more sustainable tion. Succ “tastemaker” and earn 10-percent commatter h the way things work. Transformabusiness model. missions. This model of turning online tion doesn’t focus on a few discrete, It included a number of major managem shoppers into salespeople was so attracwell-defined shifts, but rather on “must-do” initiatives, including We kn tive that Walmart Labs snapped up the Angels walk More than 12,000 people with autism and their families join Angels Walk for Autism, their yearlyof get-together thatthat aims to raise awareness on autism and advocatefocused disability to inclusion changes. shifting from internally a portfolio initiatives are company in an acquisition this summer. in society. Participants don wings as they march around the SM Mall of Asia complex in Pasay City. SM Prime Holdings Inc.orPresident Hans T. Sy (second externally from left) andpartnered officials of SM Care Foundation interdependent intersecting. product devel- lead about is With carefully designed experiences ROY DOMINGO the commemoration of the 19th National Autism Consciousness Week. The goal of transformation is to opment and ramping up the search formatio that address emotional and social needs, reinvent the organization and disfor acquisitions and adjacencies. let’s at lea newer entrants are setting a higher bar cover a new or revised business model The transformation also called for about wh for the more-established retail brands Given the amount of research the subject and companies’ investbased on a vision for the future. It’s a new set of cultural principles and and business models.

BusinessMirror A broader look at today’s business

TfridayNovember Monday, January18, 26,2014 2015

BPI C.E.O. SAYS ECONOMY TO BENEFIT FROM GOOD MIX OF GOV’T SPENDING, LOW INFLATION, LOW FUEL PRICE

‘2015 growth goal easier to achieve’

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he Bank of the Philippine Islands (BPI) is convinced that the government can achieve this year’s target 7-percent to 8-percent local output growth, measured as the gross domestic product (GDP), on the basis of accelerated and higher government spending, low-inflation environment and cheaper oil.

We still don’t know the differenc between change and transforma

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DONATED POPEMOBILE from gencars HEADS TO VATICAN

t’s been almost 10 years since Harvard Business Review published John Kotter’s classic article, “Why transformation Efforts Fail.” Although his suggestions for improving the odds have been widely accepted, the success rate of major corporate change programs remains essentially the same—at 30 percent.

Cheaper oil, ECB stimulus lift global growth outlook

By Lorenz S. Marasigan

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TALIANS are known to be among the world’s leading manufacturers of top-of-the-line vehicles; yet, they liked the popemobile that was customized by Filipino car dealer Gencars Inc. The popemobile, a customized Isuzu D-Max donated by Gencars Chairman Antonio L. Cabangon Chua, was so loved by the Roman

PESO exchange rates

much more unpredictable, iterative a revised performance management ment in consultants and training, Ron As of Schaffer approach aligned with these initiaone would think that we would be and experimental. It entails much “Lower oilnow. prices and the big de- higher therisk. 19-country euro zone. measures. “In the case of Eu- Simply eff doing better by tives.those Leaders had to learn a broader cision by the ECB could further im However, Benoit Coeure, an exrope, being patient is just a risk that prove world economic outlook,” said ecutive board member at the ECB, we don’t want to take,” he said. Haruhiko Kuroda, governor of the insisted that, on its own, it won’t be Some in Europe, particularly in Bank of Japan. enough. He said governments across Germany, are worried that the ECB’s By Jeanne The ECB’s planned €1.1-trillion the region ahave to enact raft of the inventory bond-buying program may ease the This is W. Ross, Cynthia M. value”—rather, strategic focusathat management system, ($1.2-trillion) structural reforms spending. to their econo- customers pressure governments do more apps, ana Beath & Ina stimulus Sebastian has been directs their technology canonfind what they to want Take largeas retailer Nordstrom. one of the main talking points mies,thesuch making their labor in one toplace. reform their economies. Instea a recentand MIThas Center for Inforlate 1990s, began Items onthere’s Pinterest atN Davos, helped counter In the markets more Nordstrom flexible and encour Inpopular Germany also are concern to the de mation Researchthat poll,has investing in Nordstrom.com giventhat a red bearingisthe Pinterest some of Systems the pessimism aging businesses to invest.and a thetag stimulus debasing the euro digital ca 42percent ofthe ourglobal respondents said in perpetual system that alprominentlyprospect displayedof inmore the eu- making t enveloped economy “Weinventory have done our part, others logo and currency—the they gain Stock competitive thetocompany offerhe a consisstore,ros linking their online and offline theexpected past fewto weeks. markets lowed have do theirtopart,” said. in circulation can weigh on the simplifyi advantage fromworld social, mobile, anaexperience by 2002. employees are has nowfallen armed Witho around the have surged amid tent multichannel Coeure hoped that the stimulus worlds. currency. The euro sharply lytics, cloud andthe Internet Things between 2004 and 2014, information not only about what and integratio hopes that ECB of move could Then, will give governments the Nordspace and withsince Thursday’s announcement, (SMACIT) technologies. that’s of strom invested in a newtopoint-of-sale has boughtoutlook,” and liked A2 in ties is vir help boost the ailingBut economy encouragement proceed with a customerSee “Growth and hone their skills in the actual contexts they’ll not going to happen. Because these system that included personal book the past, but even what they shopped to get se ultimately need to use them. Thus, the skills have a technologies are so accessible—to software, so that salespeople could for but could not find. Mobile checkstrategy f much better n chance employees, partners and track35.9868 individual customer out makes11.8094 it easy Source: for any economy— 66.5238 HKof sticking. 5.7234 n CHINA 7.1441customers, n singapore 33.1052 n australia n EU 50.2965requests n SAUDI arabia BSPemployee (23 January to 2015) Teaching people to adapt behavior across competitors—it is very difficult to and needs online. see a customer through the payment your uniq cultures isn’t a “quick hit” you can achieve in a twogenerate competitive advantage from Other initiatives that were impleprocess, rather than sending them to to marke hour session, or by handing someone a manual any of them. mented included the launch of an innoa cash register. every tech or Web site. It’s a real skill that requires patience, The small percentage of companies vation lab, the creation of Nordstrom The persistent digitization of Nordpractice and perseverance. Smart companies are Jeanne that will gain competitive advantage apps and popular social apps, like strom’s business has allowed the comstarting to realize this and adapt accordingly. Center for I from SMACIT technologies focus more Pinterest, as well as the acquisition pany to grow revenues by more than MIT Sloan on how they rally all those technologies of a cloud-based men’s personalized 50percent in the last five years. The Andy Molinsky is an associate professor of orM. Beath is in unison to fulfill a distinct purpose. clothing service. company is growing sales in both fullganizationalbehaviorattheBrandeisInternational versity of T We don’t mean a generic, high-concept Because Nordstrom.com and the price and off-price businesses through Business School, and author of Global Dexterity. a research a purpose like “generating shareholder Nordstrom app are integrated with both online and traditional channels. that business schools have dedicated to understanding change manageheamount global economic outlook ment, the of literature on just got brighter after this week’s big stimulus from the European Central Bank (ECB), leading policy-makers from around the world said. In a panel at the World Economic Davos,inauthentic SwitzerPeople canForum feel anxious,inembarrassed, they perkier Europe, andland, frustrated. As asaid result, amany individuals either avoid cross-cultural situations altogether or perform coupled with a prolonged period them Develop training thathelp is integrated ofineffectively. low oil prices, could shore with actual work people do. Athletesfollowing do drills, but a upthethe global economy then practice in and games. period ofscrimmages underperformance that In the same way, develop training that ensures to has prompted many forecasters your employees have ample opportunity to practice reduce their growth forecasts.

T the mistake mOst manageRs make

Why Nordstrom’s digital strategy works (and yours proba

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Robyn Bolton is a partner at the innovation strategy consulting firm Innosight.

pontiff that he sought for it to be delivered to the Vatican. “Vatican sent me a letter asking for the popemobile. We are just waiting for the paperworks,” Cabangon former envoy to ByChua, AndyaMolinsky Lao People’s Democratic Republic, f you’ve receivedinterview. any cross-cultural training— said in aever phone evenrevealed read a bookthat on thehis subject—chances orHe compait focused on differences: differences ny,aretogether with Almazora Mo- in communication or etiquette. tors Corp., styles, will values donate a totalKnowing of about differences can give you a sense See “Popemobile,” A2of how you’re supposed to act in a foreign setting. It can also help you understand why others from a different culture behave as they do. But, in my many companies mistakenly think that nexperience, US 44.3610 n japan 0.3741 n knowing cultural differences is all you need to be effective across cultures. In most instances, the real problem is that your employees can’t adapt and adjust their behavior in different cultural settings. So what can companies and managers do to help their employees take the next step in their cross-cultural training? first, match your solution to the actual challenges your employees face. Research indicates that acting against your natural style can feel extremely uncomfortable.

With CROss-CultuRal tRaining

UK

© 2013 Harvard Business School Publishing Corp. (Distributed by The New York Times Syndicate)


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