Strategy, business plans and their ultimate implementation are normally discussed at the upper levels of an organisation. The implementation guidelines are then filtered down to the lower levels.
It is quite common that the people at the lower levels are not aware of all the ramifications of the strategy and their implementation may have a detrimental affect on the company.
This situation may also be exacerbated by customer and supplier-facing representatives who may sacrifice a deal because they don't fully understand the company's strategy.
I come across this situation on a daily basis when it comes to BEE. There always seems to be two extremes that you experience.
Supplier facing personnel receive a brief that the company is to buy from certain types of companies, e.g. black-owned companies. They are more often than not, not given the tools and knowledge to adequately ascertain the BEE status of existing and prospective suppliers.
This situation is exacerbated by the fact that in some organisations purchasing officers are incentivised to concentrate their procurement efforts on black-owned companies. As a result the purchasing organisation may have to seek alternatives that might ultimately impact on price, local content and other criteria.
In addition suppliers to this organisation are not provided with the opportunity to state their case as the organisation has made a decision to use those criteria and those criteria only in determining their suppliers.
Sales people in an organisation must be equipped with a comprehensive understanding of a company's BBBEE status.
The company's BEE profile will be brought up at some stage in the sales process, and the sales person must be able to allay these concerns at the outset. The deal can then be freely negotiated on a business level.
A uniform message also removes any confusion in the market place. There are companies and government departments that happily speak about broad-based BEE in much of their marketing, but only use narrow-based criteria when it comes to determining their suppliers. This kind of dissonance could have a negative impact on their image.
It is simplistic to suggest that only BEE strategies need to be communicated across the organisation. Kaplan and Norton, in their book "The Strategy-focused organisation", argue that the company's broader strategy must be communicated across all levels.
But the need for adequate broad-based BEE education throughout the organisation must be a priority for all companies as business can be won or lost based on a simple misperception.