In today’ s markets, relationships between business and customers are considered to be not only a source of competitive advantage but part of global value creation (Myhal, Kang & Murphy, 2008). There is a much international focus on issues of environmentalism or expectations for corporate social responsibility in many different social areas, therefore relationships are primary drivers or predictors for consumer behaviour. This new project effort must include a strong emphasis on customer value generation that renews existing customer relationships or tries to build similar relationships with totally new market segments. This project must be promoted both internally and externally as a relationship-focused, corporate social responsibility effort to satisfy customer demands for a relationship.
There must be very visible and active top management support for all changes related to the project, commitment of the project team members to meeting project timeline and budget issues and better group communications. All of these factors are linked with the need for a unified culture at Lidl that is better devoted to meeting the change goals. Approximately two-thirds of all projects undertaken at the business level “ fail outright or do not meet some of their budget, schedule or functionality objectives” , as reported by the Chaos Report offered by Standish Group (VanDoren, 2009, p. 38).
This is due to failures in organisational culture that must be identified and combated using psychological theory and human relations theory, such as new motivational principles and constant reinforcement of service vision to all levels of the organisation. Information technology support must accept their heavy role in planning and launching this project, as this group’ s expertise is paramount for achieving success.
In order to gain IT support, there must be certain compensatory rewards that are offered for meeting project timelines, budget and efficiency guidelines. Senior managers and human resources managers will need to coordinate their efforts to identify an appropriate rewards system.
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