Strategy That Works: How Winning Companies Close the Strategy-to-Execution Gap by Paul Leinwand & Cesare R. Mainardi

Author:Paul Leinwand & Cesare R. Mainardi
Language: eng
Format: mobi
ISBN: 9781625275219
Publisher: Harvard Business Review Press
Published: 2016-01-11T14:00:00+00:00

Some of the other companies we looked at, such as IKEA and Starbucks have developed similarly deep commitments to environmental or social responsibility. The critical factor, all too often overlooked, is the link between that emotional commitment and the capabilities that support it. When a company voices this commitment and then cuts corners or hides data—as some do, with visible and extremely damaging results—the problem generally seems to be insufficient attention to the required capabilities. They just can’t figure out how to deliver. By contrast, its capabilities make Natura trustworthy. Customers who care about the rain forest or developmentally disabled people know the company keeps its promises. That emotional commitment has become part of Natura’s culture.

Natura’s Identity Profile

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