Companies must keep their eyes on other companies of all sizes, and factor partnerships and extended enterprises into the mix. A large company might feel it has no competitors in its size range, but if several small or medium-size firms banded together, they could collectively have the size and scale needed to compete. The customer is at the center and links all aspects together. The customer is the starting point for all companies. Thus, access to capital, innovation, and workforce retention are linked, and they are also interdependent with the need to build market share and to grow share of customer in order to maintain presence in the market.
Culture change is the key challenge .
The biggest organizational challenge, particularly for big companies, is how to change the corporate culture. The challenge, then, is not only to value and support change, but also to act on it . The complexity of this puzzle is exacerbated by the fact that big companies cannot change or move quickly enough to match the speed of the morphing marketplace. Big and fast is better. Of the four areas discussed, innovation, or change, is perhaps the biggest challenge for large companies.