Chapter 2Organizational Alignment

DOI: 10.4324/9781003454892-2

…if you don’t know where you’re going, any road will take you there.

George Harrison


Every action within the organization should be aligned with some activity that eventually meets a customer's need. Strategic alignment refers to how the business structure fits with the business strategy and its operating environment. When alignment is attained, the firm gains a competitive advantage and increases performance. Alignment is not just for executive levels. To be truly effective, all levels of the organization must tie their activities to key company drivers. Direct line-of-sight from the front line to the board of directors is a significant motivational tool for employee ...

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