A Process for Design

DAVID A. NADLER, michael l. tushman and mark b. nadler

in Competing by Design

Published in print October 1997 | ISBN: 9780195099171
Published online October 2011 | e-ISBN: 9780199854868 | DOI:
A Process for Design

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  • Organizational Theory and Behaviour


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The managers of the Hospitals and Health Plan (H/HP) operation under Kaiser Permanente's Northern California Region gave much attention to issues regarding the changing market forces and increasing competition, and also to looking for new markets and meeting the needs of their customers. A new organizational design was required so that this new customer-focused approach could be implemented. David Pockell, then executive vice president and regional manager, suggested the need for freer cooperation and communication between departments to better fulfill functions. This chapter focuses on the case of the Northern California H/HP to point out various elements, such as interdependence, information flows, groupings, and linkages, that all proved to be integral elements in design. It attempts to illustrate a step-by-step process for determining the strategic design for organizational architecture, and also looks into the issue of who should be involved in this process.

Keywords: Northern California; design process; organizational architecture; strategic design; communication; cooperation

Chapter.  5936 words.  Illustrated.

Subjects: Organizational Theory and Behaviour

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