Rob Cross

Jeanne Liedtka

Leigh Weiss

Quando uma empresa é maior do que a soma de suas partes? Quando suas unidades de negócios, antes isoladas, encontram uma maneira de colher inovações no espaço em branco entre elas. Foi exatamente isso que ocorreu na fabricante de equipamentos pesados United Technologies Corporation.

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Reprint: R0503H 

Saying that networks are important is stating the obvious. But harnessing the power of these seemingly invisible groups to achieve organizational goals is an elusive undertaking. Most efforts to promote collaboration are haphazard and built on the implicit philosophy that more connectivity is better. In truth, networks create relational demands that sap people&#8217;s time and energy and can bog down entire organizations. It&#8217;s crucial for executives to learn how to promote connectivity only where it benefits an organization or individual and to decrease unnecessary connections.
In this article, the authors introduce three types of social networks, each of which delivers unique value. The customized response network excels at framing the ambiguous problems involved in innovation. Strategy consulting firms and new-product development groups rely on this format. By contrast, surgical teams and law firms rely mostly on the modular response network, which works best when components of the problem are known but the sequence of those components in the solution is unknown. And the routine response network is best suited for organizations like call centers, where the problems and solutions are fairly predictable but collaboration is still needed.
Executives shouldn&#8217;t simply hope that collaboration will spontaneously occur in the right places at the right times in their organization. They need to develop a strategic, nuanced view of collaboration, and they must take steps to ensure that their companies support the types of social networks that best fit their goals.
Drawing on examples from Novartis, the FAA, and Sallie Mae, the authors offer managers the tools they need to determine which network will deliver the best results for their organizations and which strategic investments will nurture the right degree of connectivity.

A Practical Guide to Social Networks

Reimpressão: R0503H Afirmar que as redes são importantes é constatar o óbvio. No entanto, aproveitar o poder desses grupos aparentemente invisíveis para atingir os objetivos organizacionais é uma tarefa complexa. A maioria dos esforços para promover a colaboração é aleatória e baseada na filosofia implícita de que quanto mais conectividade, melhor. Na verdade, as redes criam demandas relacionais que consomem o tempo e a energia das pessoas e podem atrapalhar organizações inteiras. É fundamental que os executivos aprendam a promover a conectividade apenas quando ela beneficia uma organização ou indivíduo e a diminuir conexões desnecessárias.Neste artigo, os autores apresentam três tipos de redes sociais, cada uma delas com um valor único. A rede de resposta personalizada é excelente para enquadrar os problemas ambíguos envolvidos na inovação. Empresas de consultoria estratégica e grupos de desenvolvimento de novos produtos dependem desse formato. Em contrapartida, equipes cirúrgicas e escritórios de advocacia dependem principalmente da rede de resposta modular, que funciona melhor quando os componentes do problema são conhecidos, mas a sequência desses componentes na solução é desconhecida. E a rede de resposta rotineira é mais adequada para organizações como centrais de atendimento, onde os problemas e as soluções são bastante previsíveis, mas a colaboração ainda é necessária.Os executivos não devem simplesmente esperar que a colaboração ocorra espontaneamente nos locais certos e nos momentos certos em suas organizações. Eles precisam desenvolver uma visão estratégica e diferenciada da colaboração e devem tomar medidas para garantir que suas empresas apoiem os tipos de redes sociais que melhor se adequam aos seus objetivos. Com base em exemplos da Novartis, da FAA e da Sallie Mae, os autores oferecem aos gerentes as ferramentas necessárias para determinar qual rede proporcionará os melhores resultados para suas organizações e quais investimentos estratégicos promoverão o grau adequado de conectividade.

Um Guia Pr&aacute;tico para Redes Sociais

Reprint: R0503H Saying that networks are important is stating the obvious. But harnessing the power of these seemingly invisible groups to achieve organizational goals is an elusive undertaking. Most efforts to promote collaboration are haphazard and built on the implicit philosophy that more connectivity is better. In truth, networks create relational demands that sap people’s time and energy and can bog down entire organizations. It’s crucial for executives to learn how to promote connectivity only where it benefits an organization or individual and to decrease unnecessary connections. In this article, the authors introduce three types of social networks, each of which delivers unique value. The customized response network excels at framing the ambiguous problems involved in innovation. Strategy consulting firms and new-product development groups rely on this format. By contrast, surgical teams and law firms rely mostly on the modular response network, which works best when components of the problem are known but the sequence of those components in the solution is unknown. And the routine response network is best suited for organizations like call centers, where the problems and solutions are fairly predictable but collaboration is still needed. Executives shouldn’t simply hope that collaboration will spontaneously occur in the right places at the right times in their organization. They need to develop a strategic, nuanced view of collaboration, and they must take steps to ensure that their companies support the types of social networks that best fit their goals. Drawing on examples from Novartis, the FAA, and Sallie Mae, the authors offer managers the tools they need to determine which network will deliver the best results for their organizations and which strategic investments will nurture the right degree of connectivity.

Um Guia Prático para Redes Sociais

Resumo.

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