AVOIDING THE CORPORATE DINOSAUR SYNDROME

This article identifies the characteristics that every large corporati on should look out for in order to avoid becoming a corporate ''dinosa ur.'' These range from cultural issues, such as arrogance and pressure to enforce a status quo, to structural issues, such as centralized de cision making and overemphasis on functional excellence. When an organ ization develops a significant number of these dysfunctional character istics, it runs a high risk of becoming ineffective-losing touch with the external environment and the customers it must serve. Based on the ir extensive research, the authors recommend measures to prevent decli ne and eventual ''extinction.'' The preventive measures include corpor ate performance assessment, awareness of non-traditional competitors, and a willingness to attack established products and practices.