Jericho Principle: How Companies Use Strategic Collaboration to Find New Sources of Value


In the Old Testament, Joshua blew his trumpet and the walls ofJericho came tumbling down. In the business world, competitiveuncertainty is the trumpet that breaks down your company walls.Collaboration–within your company, with partners, withcompetitors–gives you the power to embrace competitiveuncertainty, and to create the innovation you need to exploit itsopportunities. But how? Collaboration opens new possibilities, butalso exposes your business to new risks. Whether and how you shouldemploy collaboration are ...

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In the Old Testament, Joshua blew his trumpet and the walls ofJericho came tumbling down. In the business world, competitiveuncertainty is the trumpet that breaks down your company walls.Collaboration–within your company, with partners, withcompetitors–gives you the power to embrace competitiveuncertainty, and to create the innovation you need to exploit itsopportunities. But how? Collaboration opens new possibilities, butalso exposes your business to new risks. Whether and how you shouldemploy collaboration are difficult questions. How do you exploitcollaboration? How do you know which type is relevant and effectivefor you? When do you enter and exit a collaborative venture? How doyou ensure that you do not suffer the same fate as Jericho?

No matter what you call it–strategic partnership, keyalliance, business-to-business connectivity, supply-chainintegration, co-opetition, or preferred providerstatus–collaboration is fundamentally about aligning youractivities and processes with those of other organizations tocreate shared value and manage shared risk. Within this simpleconcept lies deep operational complexity. In The Jericho Principle,top business and technology strategists explore the complexity andprovide models, maps, and tools for using collaboration to helpmanagers, executives, and consultants understand the patterns,explore the options, and exploit the opportunities for effectivecollaboration.

Ralph Welborn and Vince Kasten provide proven frameworks andpragmatic steps to help you determine when, where, and why acollaborative venture makes sense. They help you understand andimplement different forms of collaboration using frameworks, casestudies, examples, and recommendations to provide a clear view ofthe promise and the peril. The strategies they present have beentested and proven with clients across the world in industries fromtelecommunications to financial services. You will understand howto make collaboration work for your company.

Strategically, businesses need to embrace the challenges ofcompetitive uncertainty in order to exploit its opportunities.Collaborative ventures can drive the innovation that allows you torespond with alacrity to fast-moving business opportunities,keeping you ahead of your competition. The ability to efficientlyand productively collaborate is becoming a competitive necessity,and collaborative skills have become a crucial core competency. Byidentifying collaborative competitive dynamics, patterns ofbehaviors, and emerging best practices, The Jericho Principle helpsyou to understand and act on collaborative options for yourfast-moving business opportunities. You’ll finish the bookarmed with an understanding of emerging collaborative models andtheir organizational implications, and also with pragmaticknowledge and tools for making them real and effective.

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What People Are Saying

Robert E. Kiernan
In the spirit of Christensen and with the urgency of Foster and Kaplan, Welborn and Kasten have dissected one of the critical challenges facing business leadership in times of great uncertainty: the collaborative imperative. Applying Ronald Coase's seminal work on transaction costs to an economic environment increasingly characterized by Robert Metcalfe's theory of the value of networks, they conclude: 'in times where uncertainty is the rule rather than the exception, we must find ways to drive down the transaction cost of innovation.' This creates a collaborative imperative that is both 'inexorably necessary and inherently risky.' Realizing the opportunity and managing the attendant risk of collaboration is the vital subject that comprises the body of this book. This is neither theoretician's tome nor overwritten journalistic screed; The Jericho Principle is a serious analytical contribution for the practitioner 'about implementing strategy, not creating it.
Ted Schadler
The Internet crushes barriers to communication, collaboration, and business execution. Firms and governments that fail to master the new organizational and economic imperatives of business collaboration will become carcasses along the trail. But how? Into this void comes The Jericho Principle, a guidebook to help executives identify–and execute–dynamic collaborations that make partnering an integral part of companies' strategy and execution engines. With this guidebook in hand, executives can lead their firms without fear into the collaboration den.
Brian Otis
If you plan to lead an organization into the next economic upswing, you must read The Jericho Principle. This book clearly explains how and why business collaboration models that we have never seen will change the competitive landscape for next generation corporations. Demands on these new organizations to collaborate will be unprecedented as technologies enable previously unseen flexibility in organization structure and business processes, and the demands of customers and markets create previously unseen requirements for rapid innovation and a new level of customer service. The Jericho Principle is wonderfully timed as it provides a framework for thinking about business collaboration that goes well beyond the buzzwords that are often used but rarely deliver real economic value. If you believe the next generation of elite companies will be driven, and structured, to collaborate, The Jericho Principle will provide a wonderful catalyst to accelerate your thinking about the drivers, models, and benefits surrounding business collaboration.
David Sanders
Every day, business collaboration is emerging as a competitive necessity. As a result, every business leader in the future will need to understand and leverage the value of different types of collaboration. Today, people collaborate on an ad hoc basis. What is needed is an understanding of how to make systematic and powerful the opportunities of collaboration. The Jericho Principle provides that understanding. It focuses on how we can analyze and understand collaborative opportunities, harness this competitive necessity, and achieve real value through collaboration.
Dominick Cavuoto
Success is all about seeing the big picture. The ancient scholars looked to the sky, connecting the stars to make sense of the world. Today, it's a bit more complicated. You need to connect the dots among a myriad of converging global trends. Looking for a quick fix, many executives turn to technology but all too often view it in isolation. You can network a company with a common platform but cannot ignore the effects of customers, employees, business process, politics, and the market. Hence, in the struggle to compete, business collaboration is now all the rage. In this book, Welborn and Kasten connect trends with reality and give practical advice to succeed in a dynamic global economy. They put real meaning to the buzzwords, mapping a strategy on how to survive in a world where the dots keep moving.
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Product Details

  • ISBN-13: 9780471327721
  • Publisher: Wiley
  • Publication date: 4/4/2003
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.02 (w) x 9.32 (h) x 1.00 (d)

Meet the Author

RALPH WELBORN and VINCE KASTEN are Principals leading the Global Transformation Team at Unisys Corporation. They were formerly senior business and technology strategists with BearingPoint. They have both widely consulted and presented on emerging business and technology trends and organizational transformations throughout the world.

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Table of Contents

Foreword by Steve Ballmer.


About the Authors.

Chapter 1. The Jericho Principle: Using Collaboration to BreakDown Organizational Walls.

Chapter 2. The Strategic Value of Collaborative Ventures -Emerging Collaborative Models & Why Do We Care?

Chapter 3. Collaborative DNA: Exploring the Dynamics ofEffective Collaborations.

Chapter 4. As the Walls Come tumbling Down - EmergentOrganizational Implications.

Chapter 5. Business Knowledge: Celebrating the 'Edge' & TheCrux of Collaboration.

Chapter 6. Technology at the Collaborative Edge.

Chapter 7. Collaborations as Emergent Behaviors.



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