Euro-AsiaForuminPolitics,EconomicsandBusinessJuly21-22,2016Belgrade,Serbia

Thestakeholders’perspectivesinthecompetitivenessassessment:Indexfokuscompetitiveness.

EnriqueDíaz Moreno.IndustrialEngineer. Tecnun.Universidad deNavarra.

M.B.A.I.E.S.E.BusinessSchool.CEOofBusinessfokus.www.businessfokus.com

AssociatedProfessoratUPNAPublicUniversityofNavarre.www.unavarra.es

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Competitiveness:AbsolutelyImportantbutaFuzzyconcept

Relatedwiththeprosperityofaterritory,itisacceptedthatcompetitivenessisanythingthatresultsinanimprovementofitswelfare.Eun-Pyo Hong.(Head.Labourstatistics andcompetitiveness indicatorsunit.Statistics Directorate/OECD):• “Noconsensusabouttheprecisenatureofcompetitiveness”.• “Numerousorganisationsprovidecompetitivenessmeasuresbasedonownconceptanddata,whosecomparabilityyettobeconfirmed”

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Theproblem:

• Thereisnoformulaforcompetitiveness• Manyorganizationstrytodevelopeconometricmodelsforassessingnationalcompetitiveness.• Thedifficultyofimplementingthoseincreasesasmodelstakemoremicroeconomiclevels:Districts,Sectors,Clusters,Organizations...• Theemotionalaspectsarehardlyconsideredinthesemethodologies.• Theanalysistimerequired,costsincurredandlackofreliabilityresultsdiscouragesthoseresponsibles fortheseorganizations.

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Ourgoal:• Provideorganizationsinwhichexistingassessmentmethodologiesareimpracticable,analternativesolutionthatallowsorientcontinuouslytheirmanagementtothecompetitiveness

• Creatinganetworkofsentinelsofcompetitiveness:• Comprising representatives ofstakeholderswhosharethecollective valuechain.• Attentive totheenvironment, tothemarketandtheresponsiveness oftheorganization.• Able toassessthequantitative andqualitative aspectsaffectingcollective competitiveness.

• Developingatoolthatcollectsinanorderlymannertheirknowledgeandexperience• Thatallowtheresponsibleinafastandeconomicalway:

• Knowandcompare thevisionsofthemarketandtheorganizationofstakeholders.• Determine theimportance offactorsofcompetitiveness• Determine thecompetitive positioningoftheorganization ineachofthese factors.• Detecting andmeasuring thegapsofcompetitiveness toprioritize actionsandallocate resources• Orienting action toimprove theimplementation ofattitudesandgoodpractices toclosegapsincompetitiveness

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PillarsoftheIndexfokusmethodology:

Gestalt:Perceptions

S “Organization,identification,andinterpretationofsensoryinformationinordertorepresentandunderstandtheenvironment”

S ThemindunderstandsexternalstimuliaswholeratherthanthesumoftheirpartsandIt informsusabouttheenvironmentmorerealistically,toensureoursurvival.

Networking:Social

Media

S Socialphenomenon thatreachesprofessionalsandcompanies.

S HugepotentialsupportedbyincreasinglyaffordableTechnologies.

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StakeholderTheory

S “Weareinterestedtothem”.

S “Theyareinterestedinus”.

S Therelationshipshouldbewintowin

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ConceptualModelofIndexfokus

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Improvementstrategy

Disruptivestrategy

GapsofCompetitiveness

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Thekeymilestonesoftheevaluation

1. Determiningthe“FactorsofCompetitiveness”2. Weighting the“FactorsofCompetitiveness”3. Calibratingthe“Levelofcompetitiveness” ineachfactor

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1. AdministrationandManagementBusiness:Competence,Values, Strategy,Policy,Transparency,Organization,SocialResponsibility,Culture...

2. Infrastructures,FacilitiesandBasicServices:SafetyinsuppliesoftheMaterialsandBasicServices,Location,Connectivity,FunctionalityoftheDesign,Sustainability...

3. RecentEconomicOutcomes:Benefits,CashFlow,Solvency...4. BasicLabor:Availability,Training,Productivity,Versatility.5. MiddleManagementandTechnical: Availabilityofskilledlabor,EducationLevel,DegreeofProductivity,Engagementand

Responsibility.6. BusinessOffer:Quality,Price,Range,Presentation,Brand...7. SelectionandPromotionofpeople:Nondiscrimination,equalopportunities,meritassessment,compensation,heads

protection...8. AccessibilitytoFinance:Capital,Creditrating,LinesofCredit,Grant....9. Technological,computerandcommunicationdevelopment,asessentialelementfortheproductionandcontrolofthe

businessactivities.10.Dimension.Theadvantageofbeinglargeorsmallcanbeimportantdependingonthemarketandcompanystrategy.11.ComplexityoftheBusinessModel.Tobefullyawareofthebusinessandtobeproperlyrepresentedintheareasthatbest

observethedevelopmentsthathappeninthemarkets,allowstoanticipatethetrendsandtopreparethecompanyforthechanges.

12.Innovation:R&D&I(ResearchandDevelopmentandInnovation):Theinvestorcommitment tothesearchfornewandbetterproductsorservices,whichallowsustoanticipatetheanswersofthecustomers’needsandstrengthenthecomparativeadvantagesovercompetitors.

The12CompetitivenessFactors(WEF)

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Weighting“FactorsofCompetitiveness”

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CalibratingineachFactor“CompetitivePosition”

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Ifnoweightsaresettothestatements :

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IndividualCompetitivenessIndexfokusassessesthecompetitivenessintwophasescorrespondingtothetwodimensionsofperceptionofanyevaluator:1. WeightingtheimportanceoftheMarket

CompetitivenessFactors.10-15minutes2. CalibratingtheCompetitivePositionineachfactor:

Indexfokuspresents5BestPracticesforeachfactor,andtheevaluatorassesseswhethertheyareappliedsuccessfullybytheorganization.20-30minutes.

3. IndividualIndexfokus:

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StakeholdersMatrix

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Expert

J.K. X

G.H. X X

S.Y. X

H.H. X

R.M.

L.J. X X

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StakeholderCompetitiveness

“Expertevaluators”means:üProfessionalswhoknowourorganizationandthemarketinwhichwecompetefromtheirparticularapproach.

“Workingwithperceptions”means:

üExperts don’tneedtohandlespecial documents, reportsordata.

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Organizationcompetitiveness

Wherezcollects allIndexfokusoftheGroups

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Themarketvisionsofstakeholders

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Thecompetitivenessleveloftheorganizationineachfactor

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Indexfokuschart:Thecompetitivenessgaps

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HoleinF7DarkZoneofCompetitiveness

Thehollowsofcompetitivenesssortedfromhighesttolowestprioritygiveusthemainfactorsonwhichtoact

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Thehollowsofcompetitivenesssortedfromhighesttolowestprioritygiveusthemainfactorsonwhichtoact

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Bestpracticespathwayineachfactor

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TheIndexfokusgraphs:

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Strategy:VirtuousSpiral

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“Focus on priorities, act, measure and start again”.

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Indexfokusisoperativeandreadytohelp

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Thankswww.businessfokus.com

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