COVID-19: COLLABORATION IS NECESSARY IN THE “NEW NORMAL”
The global disruption
caused by the COVID-19 pandemic has forced to the fore the need for new skills
and competencies businesses need to navigating the economic times and market conditions.
The application of skills will empower businesses and professionals to survive and
continue to thrive in spite of the economic downturn. The “New Normal’ environment
is characterized by; near term uncertainty, collapsed supply chains and financial
strain and a general shift to online thinking. These conditions call for new
tools and indeed new talents to effectively engage in the new market dynamics.
One of the emerging tools for survival is “collaboration”.
When the word
collaboration is mentioned, teamwork comes to mind. While this is an aspect of
collaboration. The new normal demands that business leaders think beyond
building functional and efficient teams in their organizations. There is now
need to establish and structure “collaborations” further afield that will
ensure business survival and long-term success. Collaboration is much more than
teamwork. Collaboration, in the new normal, is not just an intra-organizational
competence, but an extra-organization ability to form profitable alliances that
will yield benefits for all parties concerned. Collaborations need to be structured
at four levels; suppliers, networks, partnerships and competitors.
Broken supply
chains have forced people to look at ways to re-supply their businesses with
goods and services. It has made business rethink the wisdom of single sourcing
or maintaining “favorite” or preferred suppliers. Supply chain dynamics have been
opened up to democratic space where buyers investigate who else can deliver the
same quality at a better (lower) cost. This means that brand names are under pressure
to prove they are worth the high (quality) prices they charge for their
products. At the same time, it has given opportunity to new players and companies
with “no brand name” to deliver professional services to previously
inaccessible buyers. Johnny-come-lately is as likely to be considered alongside
bids presented by the Big boys in the industry. Businesses will now find it
prudent to collaborate with several “suppliers” to ensure their own business continuity.
Networks are important
databases to keep for quick insider information and “knowing how to get what is
needed” in a market. These invaluable structures help a business navigate strained
supply and demand conditions in a market. Marketers use networks and build networks
to develop market share, but in the new normal this a skill that is essential
for business collaboration with people, organizations and institutions that influence
economic and market trends. For example, players in the education sector will
find it beneficial to collaborate with government bodies that determine national
policy on training and youth development.
Partnerships is
an old word in business. Consultants use this approach when bidding for large
jobs. Consultants come together through partnerships for a season and form a
vehicle that will effectively deliver client services. However, the collaboration
under discussion here is required with institutions upstream and down stream in
a business process model. It also urges collaborating across industries serving
the same or similar markets. For example, a bank may collaborate with a baker
to supply confectioneries at an entertainment event run by a radio company. Yes,
these collaborations have existed before, but the New Normal has highlighted
them as an emerging competitive survival strategy. Which brings me to the aspect
of “competition”.
Car manufacturers
have long known that they can collaborate with competitors to incorporate the
technological advances made by other car makers into their own products. One
car maker will collaborate with a competitor to provide the “engine” for use in
a new design. However, this has not been a general business practice. Shop front
competitors hardly take advantage of such collaboration and indeed may out-rightly
abhor the practice. But the practice has very sound profit margin economics attached
to it. For example, two hardware stores operating side by side on a single street,
obtain goods from the same supplier. Both make regular trips to the supplier to
buy their “own” goods. However, if they collaborated on sourcing their goods, they
could take turns at collecting goods from the supplier by “carpooling”. Both could
literally cut the cost of transport their resupply costs by half! However,
collaboration in the New Normal requires the will, courage and skill to step out
of your comfortable secluded operations to reach out and negotiate a better
deal for yourself and others in the market.
Allan Bukusi, May 2020