Changing the Operational Art

Modularity is management innovation at the operational level. It centers on the art of arranging and balancing disparate activities from the marketing services and information technology domains into whole new configurations. It is the intimacy of interaction within these new marketing ecosystems -- the way tactics are connected in time and space -- that changes how campaigns are planned, creates a new context for competition and collaboration, and delivers a qualitative leap in business performance.

Modularity flows from a different philosophy of action. It assumes your competitors have nearly equal capabilities and competencies to 'promote and push'. It assumes your marketing services are now wandering through a cemetery of dead ideas to resurrect and repackage for your brand. What your competitors don't have is a new approach to coordinate the full spectrum of tools at your disposal, a process of operational adaptation designed for a new information environment. What your agencies don't have is a new stage for creativity and communications.

Modularity is a higher combination. Far more than the sum of component parts, it is a fundamentally different vision of collective action.

To learn more, click here to request our framework paper, 'Systems Marketing: A New Operating Model for Pharmaceutical Marketing', published in Journal of Consumer Behaviour.