Strategic alignment is the responsibility of an organization’s top executives versus those in charge of marketing, manufacturing, human resources, or other functions. Executives with a strong functional bias typically cannot successfully fulfill this important role because they tend to focus on a part, not the whole, of the three strategy propositions, hence missing the alignment. A manufacturing department, for example, might neglect buyer needs or treat people as a cost variable. Similarly, a marketing department might focus on the value proposition and pay insufficient heed to the other two
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