A Core Competency is a deep proficiency that enables a company to deliver unique value to customers. It embodies an organisation’s collective learning, particularly of how to coordinate diverse production skills and integrate multiple technologies. Such a Core Competency creates sustainable competitive advantage for a company and helps it branch into a wide variety of related markets. Core Competencies also contribute substantially to the benefits a company’s products offer customers.
The litmus test of a Core Competency? It’s hard for competitors to copy or procure. Understanding Core Competencies allows companies to invest in the strengths that differentiate them and set strategies that unify their entire organisation.
To develop Core Competencies a company must:
– Isolate its key abilities and hone them into organisation-wide strengths;
– Compare itself with other companies with the same skills, to ensure that it is developing unique capabilities;
– Develop an understanding of what capabilities its customers truly value, and invest accordingly to develop and sustain valued strengths;
– Create an organisational road map that sets goals for competence building;
– Pursue alliances, acquisitions and licensing arrangements that will further build the organisation’s strengths in core areas;
– Encourage communication and involvement in core capability development across the organisation;
– Preserve core strengths even as management expands and redefines the business;
– Outsource or divest noncore capabilities to free up resources that can be used to deepen core capabilities.
Core Competencies capture the collective learning in an organisation. They can be used to:
– Design competitive positions and strategies that capitalise on corporate strengths;
– Unify the company across business units and functional units, and improve the transfer of knowledge and skills among them;
– Help employees understand management’s priorities;
– Integrate the use of technology in carrying out business processes;
– Decide where to allocate resources;
– Make outsourcing, divestment and partnering decisions;
– Widen the domain in which the company innovates, and spawn new products and services;
– Invent new markets and quickly enter emerging markets;
– Enhance image and build customer loyalty.