NRI Papers
No.43   February 1, 2002
  Using Corporate Genome Analyses in Sales Force Diagnostics and Revitalization  
Hirofumi HONDA
        NRI (Nomura Research Institute, Ltd.) makes available to its clients a Corporate Genome Analysis as one of the options in the range of consulting and management diagnostic services it offers to meet specific client needs. The Corporate Genome Analysis is a tool that is used to assess corporate management style as well as the vitality of the firm's employees. We have focused on corporate culture in conducting such analyses and have found a strong correlation between business performance and business growth-which we call the "corporate genome."
    This article introduces five typical patterns that can be identified by Corporate Genome Analysis for poor sales force functioning and performance; namely: "adherence to the status quo," "an over-emphasis on planning," "the lone wolf syndrome," "a disordered organization" and "discouraged by excessive pressure." Each of these patterns requires a different solution. If adherence to the status quo is the problem, for example, CS (customer satisfaction) surveys can be effective in injecting an external stimulus. In dealing with the lone wolf syndrome, on the other hand, educating the sales force to ensure a mutual exchange and sharing of know-how among managers would be more important and effective.
Contents
I Appropriate Diagnoses and Recommendations
II Corporate Genome Analysis
1 What is the Benefit of Focusing on Corporate Culture?
2 Framework for Corporate Genome Analysis
III Five Patterns Identified by Analysis and Appropriate Countermeasures
1 Adherence to the Status Quo
2 An Over-Emphasis on Planning
3 The Lone Wolf Syndrome
4 A Disordered Organization
5 Discouraged by Excessive Pressure
6 Issues Not Revealed by Corporate Genome Analysis
IV Understanding Corporate Culture as the Starting-Point for Innovation

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