Organisaties begrijpen
Inhoudsopgave
Inleiding........................................................................................................................................................ 5
Over organisaties..................................................................................................................................................5
Kijken naar organisaties.......................................................................................................................................6
Scientific management: organisatie als machine.............................................................................................6
Human relations-beweging: organisatie als sociaal construct.........................................................................7
Revionisme: de organisatie als behoefte- en ambitieververvullend................................................................7
Open system model: de organisatie als complex systeem..............................................................................8
En nu…..............................................................................................................................................................8
Klanten en klantgerichtheid........................................................................................................................... 9
Klanten..................................................................................................................................................................9
Klantgerichtheid...................................................................................................................................................9
Waarde: 2 modellen...........................................................................................................................................10
Waarde: Business Model Canvas...................................................................................................................11
Waarde: Pine & Gilmore.................................................................................................................................15
3 sporen naar klantgerichtheid..................................................................................................................... 16
Historische lagen van klantgerichtheid..............................................................................................................16
Van maken naar produceren..........................................................................................................................16
The sky was niet langer de limit.....................................................................................................................16
Herontdekken van de (gevoelens van de) klant.............................................................................................16
3 sporen naar klantgerichtheid..........................................................................................................................17
Spoor 1: performantie (feilloosheid)..............................................................................................................18
Spoor 2: maatwerk (“fit”)...............................................................................................................................19
Spoor 3: beleving (“lucht”).............................................................................................................................19
Samenspel......................................................................................................................................................20
De machine achter de man........................................................................................................................... 21
Organisatieontwikkeling.....................................................................................................................................21
Groei door creativiteit: pioniersfase..............................................................................................................21
Groei door dirigeren: managementsfase.......................................................................................................21
Groei door delegatie: decentralisatiefase......................................................................................................22
Groei door coördinatie: standaardisatiefase.................................................................................................22
Groei door samenwerking: samenwerkingsfase............................................................................................22
Groei door ondernemen.................................................................................................................................22
En verder…? (Keuning en Eppink)..................................................................................................................23
7S-model (McKinsey)..........................................................................................................................................23
Significante waarden......................................................................................................................................23
Strategie.........................................................................................................................................................23
1
, Structuur.........................................................................................................................................................24
Systemen........................................................................................................................................................24
Stijl..................................................................................................................................................................24
Staf (medewerkers)........................................................................................................................................24
Sleutelvaardigheden.......................................................................................................................................25
Q-model..............................................................................................................................................................25
Strategie – deel 1......................................................................................................................................... 25
De arena.............................................................................................................................................................25
Kennen van de arena......................................................................................................................................26
Inspelen op en verhouden tot de arena..............................................................................................................27
Missie, visie en waarden.....................................................................................................................................28
Missie..............................................................................................................................................................28
Visie................................................................................................................................................................28
Waarden.........................................................................................................................................................29
Valkuilen en tips..................................................................................................................................................29
Strategie – deel 2......................................................................................................................................... 30
Gelaagdheid van strategie.................................................................................................................................30
Strategisch plannen............................................................................................................................................30
Voorbereidende fase......................................................................................................................................31
Analysefase.....................................................................................................................................................31
Beslissingsfase................................................................................................................................................31
Planningsfase..................................................................................................................................................32
Klantintenties en -beloften.................................................................................................................................33
Klantintenties..................................................................................................................................................33
Klantbeloften..................................................................................................................................................34
4 ambities...........................................................................................................................................................34
Structuur – deel 1........................................................................................................................................ 35
Organisatiestructuur..........................................................................................................................................35
Lijnstructuur...................................................................................................................................................35
Staforganisatie................................................................................................................................................35
Collegiale organisatie.....................................................................................................................................36
Functionele organisatie..................................................................................................................................36
Divisionele organisatie...................................................................................................................................36
Matrixorganisatie...........................................................................................................................................37
Projectorganisatie...........................................................................................................................................37
Ontwerpen van de structuur..........................................................................................................................37
Configuraties van Mintzberg..............................................................................................................................38
Eenvoudige structuur.....................................................................................................................................39
Machinebureaucratie.....................................................................................................................................39
Divisiestructuur..............................................................................................................................................40
Adhocratie......................................................................................................................................................41
2
, Professionele bureaucratie............................................................................................................................41
Welke structuur?............................................................................................................................................43
Het nieuwe organiseren......................................................................................................................................44
Structuur – deel 2........................................................................................................................................ 45
Systemen.............................................................................................................................................................45
Processen en instrumenten................................................................................................................................46
Processen........................................................................................................................................................46
Instrumenten..................................................................................................................................................47
Systemen in kaart brengen.................................................................................................................................47
Business Proces Mapping...............................................................................................................................47
RASCI...............................................................................................................................................................50
Sleutelen aan systemen......................................................................................................................................51
Organisatiecultuur – deel 1.......................................................................................................................... 51
Groepsnormen....................................................................................................................................................51
Groepsnormen: ongeschreven regels............................................................................................................52
Groepsnormen: kansen en bedreigingen.......................................................................................................52
Organisatiecultuur begrijpen..............................................................................................................................53
Uitingen van organisatiecultuur.....................................................................................................................54
Uitingen van cultuur...........................................................................................................................................54
De symbolen...................................................................................................................................................54
Voorbeeld: cultuur in Disneyland...................................................................................................................55
Nut van organisatiecultuur.............................................................................................................................55
Valkuilen van organisatiecultuur...................................................................................................................55
Organisatiecultuur – deel 2.......................................................................................................................... 57
Cultuur in kaart brengen....................................................................................................................................57
Typologie van Harrison...................................................................................................................................57
Het model van concurrerende waarden (Quinn)...........................................................................................58
Harrison vs Quinn...........................................................................................................................................59
Aan de slag met cultuur......................................................................................................................................60
Diagnose.........................................................................................................................................................60
Interpretatie...................................................................................................................................................61
Implementeren acties....................................................................................................................................61
Klantgerichte cultuur..........................................................................................................................................61
Verandering – deel 1.................................................................................................................................... 62
Verandering........................................................................................................................................................62
Integrale verandering.....................................................................................................................................62
Planmatig veranderen........................................................................................................................................63
Bewustwording: urgentiebesef......................................................................................................................63
Bewustwording: leidende coalitie..................................................................................................................63
3
, Oriëntering: visie en strategie........................................................................................................................64
Oriëntering: communiceren...........................................................................................................................64
Uitvoering: draagvlak.....................................................................................................................................64
Uitvoering: korte termijn successen..............................................................................................................64
Verankering: volhouden.................................................................................................................................64
Verankering: borgen.......................................................................................................................................64
Waarderende benadering..................................................................................................................................65
Waarderende benadering: aanpak.................................................................................................................65
Pijlers van waarderende benadering..............................................................................................................66
Veranderaanpak.................................................................................................................................................67
Verandering – deel 2.................................................................................................................................... 68
Weerstand..........................................................................................................................................................68
4
Inhoudsopgave
Inleiding........................................................................................................................................................ 5
Over organisaties..................................................................................................................................................5
Kijken naar organisaties.......................................................................................................................................6
Scientific management: organisatie als machine.............................................................................................6
Human relations-beweging: organisatie als sociaal construct.........................................................................7
Revionisme: de organisatie als behoefte- en ambitieververvullend................................................................7
Open system model: de organisatie als complex systeem..............................................................................8
En nu…..............................................................................................................................................................8
Klanten en klantgerichtheid........................................................................................................................... 9
Klanten..................................................................................................................................................................9
Klantgerichtheid...................................................................................................................................................9
Waarde: 2 modellen...........................................................................................................................................10
Waarde: Business Model Canvas...................................................................................................................11
Waarde: Pine & Gilmore.................................................................................................................................15
3 sporen naar klantgerichtheid..................................................................................................................... 16
Historische lagen van klantgerichtheid..............................................................................................................16
Van maken naar produceren..........................................................................................................................16
The sky was niet langer de limit.....................................................................................................................16
Herontdekken van de (gevoelens van de) klant.............................................................................................16
3 sporen naar klantgerichtheid..........................................................................................................................17
Spoor 1: performantie (feilloosheid)..............................................................................................................18
Spoor 2: maatwerk (“fit”)...............................................................................................................................19
Spoor 3: beleving (“lucht”).............................................................................................................................19
Samenspel......................................................................................................................................................20
De machine achter de man........................................................................................................................... 21
Organisatieontwikkeling.....................................................................................................................................21
Groei door creativiteit: pioniersfase..............................................................................................................21
Groei door dirigeren: managementsfase.......................................................................................................21
Groei door delegatie: decentralisatiefase......................................................................................................22
Groei door coördinatie: standaardisatiefase.................................................................................................22
Groei door samenwerking: samenwerkingsfase............................................................................................22
Groei door ondernemen.................................................................................................................................22
En verder…? (Keuning en Eppink)..................................................................................................................23
7S-model (McKinsey)..........................................................................................................................................23
Significante waarden......................................................................................................................................23
Strategie.........................................................................................................................................................23
1
, Structuur.........................................................................................................................................................24
Systemen........................................................................................................................................................24
Stijl..................................................................................................................................................................24
Staf (medewerkers)........................................................................................................................................24
Sleutelvaardigheden.......................................................................................................................................25
Q-model..............................................................................................................................................................25
Strategie – deel 1......................................................................................................................................... 25
De arena.............................................................................................................................................................25
Kennen van de arena......................................................................................................................................26
Inspelen op en verhouden tot de arena..............................................................................................................27
Missie, visie en waarden.....................................................................................................................................28
Missie..............................................................................................................................................................28
Visie................................................................................................................................................................28
Waarden.........................................................................................................................................................29
Valkuilen en tips..................................................................................................................................................29
Strategie – deel 2......................................................................................................................................... 30
Gelaagdheid van strategie.................................................................................................................................30
Strategisch plannen............................................................................................................................................30
Voorbereidende fase......................................................................................................................................31
Analysefase.....................................................................................................................................................31
Beslissingsfase................................................................................................................................................31
Planningsfase..................................................................................................................................................32
Klantintenties en -beloften.................................................................................................................................33
Klantintenties..................................................................................................................................................33
Klantbeloften..................................................................................................................................................34
4 ambities...........................................................................................................................................................34
Structuur – deel 1........................................................................................................................................ 35
Organisatiestructuur..........................................................................................................................................35
Lijnstructuur...................................................................................................................................................35
Staforganisatie................................................................................................................................................35
Collegiale organisatie.....................................................................................................................................36
Functionele organisatie..................................................................................................................................36
Divisionele organisatie...................................................................................................................................36
Matrixorganisatie...........................................................................................................................................37
Projectorganisatie...........................................................................................................................................37
Ontwerpen van de structuur..........................................................................................................................37
Configuraties van Mintzberg..............................................................................................................................38
Eenvoudige structuur.....................................................................................................................................39
Machinebureaucratie.....................................................................................................................................39
Divisiestructuur..............................................................................................................................................40
Adhocratie......................................................................................................................................................41
2
, Professionele bureaucratie............................................................................................................................41
Welke structuur?............................................................................................................................................43
Het nieuwe organiseren......................................................................................................................................44
Structuur – deel 2........................................................................................................................................ 45
Systemen.............................................................................................................................................................45
Processen en instrumenten................................................................................................................................46
Processen........................................................................................................................................................46
Instrumenten..................................................................................................................................................47
Systemen in kaart brengen.................................................................................................................................47
Business Proces Mapping...............................................................................................................................47
RASCI...............................................................................................................................................................50
Sleutelen aan systemen......................................................................................................................................51
Organisatiecultuur – deel 1.......................................................................................................................... 51
Groepsnormen....................................................................................................................................................51
Groepsnormen: ongeschreven regels............................................................................................................52
Groepsnormen: kansen en bedreigingen.......................................................................................................52
Organisatiecultuur begrijpen..............................................................................................................................53
Uitingen van organisatiecultuur.....................................................................................................................54
Uitingen van cultuur...........................................................................................................................................54
De symbolen...................................................................................................................................................54
Voorbeeld: cultuur in Disneyland...................................................................................................................55
Nut van organisatiecultuur.............................................................................................................................55
Valkuilen van organisatiecultuur...................................................................................................................55
Organisatiecultuur – deel 2.......................................................................................................................... 57
Cultuur in kaart brengen....................................................................................................................................57
Typologie van Harrison...................................................................................................................................57
Het model van concurrerende waarden (Quinn)...........................................................................................58
Harrison vs Quinn...........................................................................................................................................59
Aan de slag met cultuur......................................................................................................................................60
Diagnose.........................................................................................................................................................60
Interpretatie...................................................................................................................................................61
Implementeren acties....................................................................................................................................61
Klantgerichte cultuur..........................................................................................................................................61
Verandering – deel 1.................................................................................................................................... 62
Verandering........................................................................................................................................................62
Integrale verandering.....................................................................................................................................62
Planmatig veranderen........................................................................................................................................63
Bewustwording: urgentiebesef......................................................................................................................63
Bewustwording: leidende coalitie..................................................................................................................63
3
, Oriëntering: visie en strategie........................................................................................................................64
Oriëntering: communiceren...........................................................................................................................64
Uitvoering: draagvlak.....................................................................................................................................64
Uitvoering: korte termijn successen..............................................................................................................64
Verankering: volhouden.................................................................................................................................64
Verankering: borgen.......................................................................................................................................64
Waarderende benadering..................................................................................................................................65
Waarderende benadering: aanpak.................................................................................................................65
Pijlers van waarderende benadering..............................................................................................................66
Veranderaanpak.................................................................................................................................................67
Verandering – deel 2.................................................................................................................................... 68
Weerstand..........................................................................................................................................................68
4
