Strategy Alignment in Service System: The Fit between the Strategies of Value Proposition and of the Service Supply Chain
The increase in competitiveness in the services sector means that organizations in this area are looking for a more efficient management. Thus, there is a lot of interest from managers and academics in understanding the effort that service organizations are making to align their strategies. The purpose of this paper is to reveal the alignment between the Value Proposition Model (corporate strategy) and the Supply Chain Strategy (functional strategy) in two services provided by a Brazilian Public Institution, using the Process-Chart- Network Diagram (PCN Diagram). This study uses a qualitative and descriptive study, based on multiple incorporated cases studies. The results show that this alignment is a necessary condition for delivering the value proposition of the service. Moreover, it has been found that the PCN Diagram can be used as a tool to facilitate identification of this alignment.
