FOURGetting to “Wow!”: Horizontal Alignment

The characteristics of horizontally aligned companiesCatch-up and opportunity gapsGetting horizontal alignment rightThe price of misalignmentA case example of success

Just as alignment in the vertical axis ensures that strategy is embraced by employees and reflected in their day-to-day activities, horizontal alignment assures that customers’ needs and concerns become part of the organization’s thinking, planning, and employee behavior. Alignment on this axis integrates systems and processes with the needs of customers. It is every company’s best assurance that its actions will delight customers and build the bonds of loyalty that produce growth and profitability. As with the vertical axis, alignment ...

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