By Michael Watkins
Play the sport to win
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Extra resources for Winning the Influence Game: What Every Business Leader Should Know about Government
While Ford and its suppliers work together to sustain their competitive advantage vis-à-vis competitors, they also try to transform relationships in the value net in advantageous ways. qxd 1/19/01 8:14 AM Page 41 Linking Goals to Business Strategy 41 source for key parts. As part of its strategy to change the game, Ford announced in 1999 that it would cooperate with General Motors and Daimler Chrysler to create a huge new electronic procurement exchange to leverage electronic transfer of data and reduce procurement costs.
Chapter 4 offers advice on how to build the relationships necessary to support your influence efforts. Once you have a solid foundation in place, you will be ready to craft winning strategies to achieve your objectives by influencing rule makers and referees. Crafting strategies means identifying key leverage points in government processes, building coalitions, and framing persuasive messages. These elements of an effective influence campaign are explored in Part II. Chapter 5 explains how to identify key leverage points in government processes.
Qxd 1/19/01 8:11 AM Page 21 Fundamental Principles 21 Motors has been in conflict with its dealers over the future of automobile retailing, whose competitive nature is being changed by the Internet. In Texas, for example, General Motors created an Internet showroom to enable customers to purchase used vehicles online. 14 Likewise, Ford and Bridgestone/Firestone had a long-standing business relationship that came under severe strain because of intervention by legislators and regulators. In early May of 2000, the National Highway Traffic Safety Administration (NHTSA) launched an investigation of fatal accidents linked to tire separation problems on Ford’s Explorer SUVs.