Using pre-competitive industry collaboration to solve shared problems

Sarah Lugaric, Seven Streams Group

April 28, 2011SCAA SymposiumHouston, TX

“Shared value creation will involve

new and heightened forms of collaboration …

Major competitors may need to

work together on precompetitive framework conditions, something that has not been common in reputation-

driven CSR initiatives.”

- Michael Porter & Mark Kramer

Jan-Feb 2011

Global Apparel Industry

Who’s doing it?

US Dairy Industry

Barrier #1:We’re competitors

Barrier #2:“It’s not my job”

Barrier #3:“It’s not important to the customer”

“Hey, honey? Thanks for not cheating on me today. You’re the best!”

Barrier #4:“We’re too different”

“I’ve always thought all businessmen were greaseballs… and I still do.”

4 Barriers1. “We’re competitors”

2. “It’s not my job”

3. “It’s not important to the customer”

4. “We’re too different”

Success Factors• Clear, shared vision that creates value for

everyone

• Often initiated by a few key influencers - large and small – plus trusted, neutral party

• Open, transparent processes

• Clear metrics for success, tracking of progress, and structure for accountability

Is it time for Coffeeball 2.0?