ABSTRACT
No matter what answers are provided, many responses will usually come from a single point of view. For example, a marketer may argue that an effective business is one that understands customers. A product manager may argue that an effective business originates from robust product design. However, a vice president of operations may attribute effectiveness to efficient manufacturing systems. No matter the answer, most individuals would provide an answer that reflects their field of expertise within their comfort zone. The preceding answers are in fact correct, but they are only partially correct. In order for a busin ess to be effective, each discipline of the business must work together and align to a common business goal. When this happens, the business is effective on a cross-functional point of view.
