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Reaching the Goal: How Managers Improve a Services Business Using Goldratt’s Theory of Constraints by John Arthur Ricketts

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9. Strategy and Change

State of the Art

TOC Approach to Strategy

Strategy for Services

Strategic Constraints in Services

Strategic Investments in Services

TOC Approach to Change

Change for Services

TOC Approach to Sales

Impact of Strategy and Change for Services

Summary

Endnotes

Strategy is the specific way an enterprise chooses to pursue its goal, and change is the way it realigns its marketing, sales, and production to carry out that strategy. Two-thirds of chief executive officers (CEOs) worldwide say, however, that more than a moderate level of change is needed to implement strategy in their enterprise.1 Of course, when change is the constraint on strategy, it leads to gaps between vision and reality.

Strategy can be ...

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