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Chapter 4. E-strategy Leadership Through... > Internal Technology Leadership: The ...

Internal Technology Leadership: The Seven S Framework

In chapter 2 we became familiar with the three bonding dimensions of Internet strategy—leadership, infrastructure, and organizational learning—which link the positional leadership areas of technology, market, service, and brand together. To fully appreciate the issues surrounding internal technology leadership, we will in this section attempt to show how these seven aspects of an e-commerce strategy combine with the internal operational strategy of an organization. To this end we utilize and draw upon an established strategy model from management consultants McKinsey & Company[1] known as the Seven S Framework (we will refer to it here as the McKinsey 7S model).

[1] The 7S model was originally proposed by Richard T. Pascale and Anthony Athos in their book, The Art of Japanese Management (Simon & Schuster, New York, 1981) and subsequently refined by many, including Tom Peters and Bob Waterman of McKinsey, who refined the model through its application at McKinsey consulting engagements.

Figure 4.1. The McKinsey 7S Framework (Source: R. H. Waterman, T. J. Peters, and J. R. Phillips, "Structure Is Not Organization," The McKinsey Quarterly, Summer 1980, p.7)



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