Skip to content
 

a strategic learning cycle for the marketing value chain

a strategic learning cycle for business

a strategic learning cycle for business

by Kenneth Rudich
 
The generic value chain for marketing provides a tool for conceptualizing the value-creating activities within a marketing strategy, for mapping them, linking them, and tracking them over time.

The notion that everything ought to be tracked over time alludes to the idea that strategy and tactics – their development and implementation – are by definition fluid and emergent.  They require ongoing attention and critical analysis.  In short, they must be managed in order to keep the business goals and objectives attuned with the opportunities in the market.

the strategic learning cycle

The discipline behind an effectively managed value chain strategy is built around a concept known as the strategic learning cycle. 

As the name suggests, it is a repetitive process for analyzing strategy across time:

  • The Past – where you’ve been
  • The Present – where you are
  • The Future – where you should be going and how to get there        

The discipline of it stems from the analytical framework that it follows.  That framework includes:

  • Identification and/or Adaptation of Strategy and/or Tactics: establishing or adjusting strategy or tactics to reach the next desired level of performance from both an output and outcome perspective;
  • Planning and Process Mapping:  developing or adjusting processes to effectively carry out the strategy and tactics;
  • Application or Implementation: actual performance of the processes;
  • Output/Outcome Measurement and Assessment: critically evaluating actual results against strategic goals and tactical objectives. 

Each pass through the strategic learning cycle theoretically adds to the accumulation of insights and knowledge for evaluating the effectiveness of  the value chain strategy and tactics – that is, what works or is working; what doesn’t work or isn’t working; and what changes should be made to either the strategy or the tactics.

The ideal scenario is to have each successive pass function like a virtuous cycle of decision-making improvement. 

responsiveness, joint-use and re-use within the value chain

The purpose of the strategic learning cycle is to maintain the integrity of the value chain along three specific dimensions.  They are responsiveness, joint-use, and re-use.

Responsiveness deals with the actions taken in light of the external forces and the role of creating value.  The objective of this outside-in perspective is to determine what the business should do with each component of the value chain in order to deliver value fulfillment.  In “The Balanced Scorecard,” authors Kaplan and Norton encourage careful thought when pondering this matter.  They say, “The essence of strategy is not just choosing what to do; it also requires choosing what not to do.”  The strategic learning cycle assists with being selective about the choices made, and with understanding why some were made and others were not.
 
Joint-use identifies opportunities to prune inefficiencies within the value chain and leverage them to better advantage.  This perspective has more of an inside-out orientation.  You can read more about Joint-use here

Re-use centers on strategies for reducing waste.  Analyst Mike Blecher at Gartner Inc., Stamford, Conn., divides re-use into three categories when figuring out what can be re-used: technology or technical components, business components, and application templates.  To be effective across time, re-use requires a systematic approach rather than one done on an ad hoc basis.  That’s why it’s also included in the strategic learning cycle.  You can read more about Re-use here.

29 Comments

  1. Takako Jiran says:

    Thank you, I

  2. kdjsjh43jj says:

    Your style is so unique in comparison to other folks I have read stuff from. Thanks for posting when you’ve got the opportunity, Guess I will just book mark this page.

  3. Alan Guerrouxo says:

    Wonderful work! This is the kind of info that are supposed to be shared around the web. Shame on Google for no longer positioning this put up upper! Come on over and discuss with my web site . Thanks =)

  4. Mertie Norwell says:

    Thanks for posting. Good to see that not everyone is using RSS feeds to build their blogs ;)

  5. Jada Crane says:

    Intriguing post. I have been searching for some good resources for solar panels and discovered your blog. Planning to bookmark this one!

  6. Jada Crane says:

    Great read. Thanks for the info!

  7. I was just having a conversation over this I am glad I came across this it cleared some of the questions I had.

  8. I REALLY liked your post and blog! It took me a minute bit to find your site…but I bookmarked it. Would you mind if I posted a link back to your post?

  9. Williams Feusier says:

    I was just having a conversation over this I am glad I came across this it cleared some of the questions I had.

  10. Isiah Calligan says:

    Intriguing post. I have been searching for some good resources for solar panels and discovered your blog. Planning to bookmark this one!

  11. Inge Ridlen says:

    Awesome post. I so good to see someone taking the time to share this information

  12. Felipa Giessinger says:

    I’ve been checking your blog for a while now, seems like everyday I learn something new :-) Thanks

  13. Sidney Mackeen says:

    Interesting read, perhaps the best article iv’e browse today. We learn everyday cheers to you!

  14. Shannon Janosek says:

    I would like to say “wow” what a inspiring post. This is really great. Keep doing what you’re doing!!

  15. Samuel Gambaiani says:

    Nice post! You truly have a wonderful way of writing which I find captivating! I will definitely be bookmarking you and returning to your blog. In fact, your post reminded me about a strange thing that happened to me the other day. I’ll tell you about that later…

  16. Samuel Gambaiani says:

    I’ve just started off a blog, the knowledge you give on this site has aided me extremely. Thank you for all your time & work.

  17. Evan Precht says:

    Good! Thank you! I always wanted to write in my site something like that. Can I take part of your post to my blog?

  18. Rachael Garkow says:

    Good! Thank you! I always wanted to write in my site something like that. Can I take part of your post to my blog?

  19. Liza Westfahl says:

    Hello, this is my first time i visit here. I found so many interesting in your blog especially on how to determine the topic. keep up the good work.

  20. Conrad Mclaws says:

    Great read. Thanks for the info!

  21. bones tv series says:

    The consumer isn’t a moron; she is your wife….

    I was checking constantly this blog and I am impressed! Very helpful information particularly the last part :) I care for such info much. I was seeking this certain information for a very long time. Thank you and good luck….

  22. Organic Agriculture says:

    You seem to have a abilty for communicating your knowledge clearly and an effective manner.This ability to communicate well will surely serve you and your readers well.

  23. The new mam says:

    Salve. I sincerely want to say that what you give us here is really good information so I will post http://marketing-strategy-management.com/2010/06/a-strategic-learning-cycle-for-the-marketing-value-chain on my Facebook profile so everybody can have the freedom to enjoy. I was glad when I saw this tittle, A Strategic Learning Cycle for the Marketing Value Chain |, on google search, and the reason is that finally I found what I was looking for. All the best

  24. Rachael Garkow says:

    Awesome post. I so good to see someone taking the time to share this information

  25. Lenora Ponter says:

    Great advice, i would totally use it more often now. Well done.

  26. chanel handbags says:

    I agree with you. This type of projects should be encouraged and I think that these type of projects are the projects for the future

  27. nursing schools says:

    Wow this is a great resource.. I’m enjoying it.. good article

  28. A Strategic Learning Cycle for the Marketing Value Chain … says:

    […] rest is here: A Strategic Learning Cycle for the Marketing Value Chain … Tags: a-concept-known, built-around, concept-known, discipline-behind, known-as-the, […]

Leave a Reply