What is the core competence of American Cancer Society (ACS)? American Cancer Society's core competence is to fight cancer! (I think...) How do they fight cancer--by providing support services, introducing people to support networks, educating the public about risk factors for certain cancers and supplying research grants for cancer research. Is this organization doing good? I think yes! ACS is does not do fundraisers such as Relay for Life to make a profit but to continue providing services to those who struggle with cancer.
Watch this Relay for Life commercial.
http://www.youtube.com/watch?v=GcEXixnkXiY&NR=1
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I am having a little trouble as well identifying my organization's core competence. In your case, the ACS does so many things, but I might argue that it funds research the best. It does provide support services to those with the big "C" and does a little health educating. But I'll bet if you asked 100 people to say the first thought that came to their mind when you said ACS, they'd say, "Relay for Life" or "cancer research."
ReplyDeleteI have to agree that I would place the core competence of the ACS in funding research. I know that it does a great job educating the public and providing support networks, but finding research is going to be the first thing that pops into my head when I think of the ACS. A good point to ask yourself is if the core competence is fundraising, how is that tied to a strategic advantage and the benefit from the core competence. This was hard for my marketing plan (SADD) and I can see it being a hard call for anyone putting together a marketing plan.
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