The Stakes and Challenges
23
The difficulty is inmanaging to blend cultures and customs into the very
core of the business so as to bring to lifemultidisciplinary collaboration,
a generator of innovation. Companies need, however, to be careful not
to aim for the wrong target: collaboration remains a means to an end
(
innovation, performance, value creation…).
The stakes: rebuilding organisation structures
and favouring multidisciplinary approaches
Adapting to digital usages as soon as they emerge requires
knowing how to mix top-down and bottom-up innovation,
or crowd-sourcing and R&D… Yet, the preponderance of
information silos and the hierarchical culture in large
companies deter these innovative approaches that
require the development of collaborative processes: the risk/reward
ratio remains hard to evaluate in a collaborative approach from the
moment managers relinquish control and power is redistributed.
Companies need therefore to follow the evolution of behaviours and
practices through working with multidisciplinary teams.
Organisational issues stem from the wide geographical spread and
the multiculturalism of teams: even if digital tools aim to overcome
this dispersion, location, travel time, language differences and culture
differences need to be addressed.
Adapting
to digital usages
