Cross Functional Alignment in Supply Chain Planning: A Case Study of Sales & Operations Planning

July 2006 form Harvard Business School – In this scholarly paper, we read that “In 2002, Leitax, a niche consumer electronics company, suffered serious supply chain planning mishaps due to poor cross-functional integration in the supply/demand planning activities. The poor integration resulted from organization differentiation among the functions and an unsophisticated approach to integration…

The coordination system requires specific organizational devices to promote integration that facilitates decision-making across functions and the general resolution of ensuing conflicts to the approximate satisfaction of all parties and the general good of the enterprise.

A common organizational arrangement for achieving integration across differentiated functional areas is the integrating department. Lawrence and Lorsch (1986) found that six factors determine the effectiveness of such integrating groups. Three of these factors relate to characteristics of the integrating group. Specifically, integrators tend to be successful to the extent that they (1) are seen as having the most important voice in cross-functional decisions, (2) are evaluated and rewarded in accordance with the overall performance of cross functional decision making, and (3) have a departmental structure and orientation midway between those of the other functions.

The DMO had these attributes of a successful integrating department. The DMO was publicly mandated to improve demand planning. The case study recounts a growing influence of the DMO over demand and supply planning due, in part, to their competence and experience in managing these processes. The DMO’s incentives were based on forecast accuracy, which Fowler had realized early on was in principle a cross-functional goal. The DMO exhibited flexibility and the ability to communicate with both extremes of the organizational orientation spectrum, as reflected in its ability to take in detail sell-in forecasts from the SDs and long-term aggregated global demand forecasts from the PPS group.

The other three factors that determine the effectiveness of integrating groups relate to interactions between integrators and functional specialists. Effective integration is supported when (4) the managers in other departments feel that they have influenced decisions, (5) this influence is concentrated at the managerial level where decision-making knowledge is available, and (6) conflicts are confronted rather than avoided…

Finally, the details of the coordinating system (responsibilities, structures, and processes) put in place by Leitax make it clear that more is required to achieve true integration than the implementation of an information sharing tool and the efficient information flows that result. For researchers in the supply chain management area, the case illustrates the organizational and behavioral dimensions of coordination systems, dimensions that, to our knowledge, have not been explicitly addressed before. The coordination system is more than the definition of responsibilities, processes, and structures to bring together multiple functions and organizations; it is also the explicit consideration of the social and organizational dimensions of the process by which alignment is achieved.”

180 View – As the case study shows, business process improvement is not just about new systems but also includes motivation, organizational structure and business process.