A process orientation involves these interrelated factors:
Structure. A core process is smooth, balanced, structured, seamless, value adding, replicable, efficient, effective, and economic. The process has a beginning and an end. It consists of a number of value-adding steps, each of which has a customer and a supplier. A process step may involve working with people, methods, equipment, material, and environmental issues.
Layout. A process orientation is a horizontal, end-to-end view of work. A process may cut across an organization into the supplier base and even to the final customer. A process can span different functions, plants, and departments throughout the organization. The process orientation seems to work best in matrixed organizations.
Focus. A process must satisfy internal customers, external customers, as well as a larger group of stakeholders.
Metrics. Quality, time, and delivery are key process metrics.
Accountability. A Brand U project team or Brand U individual is responsible for a process step or even for the entire process from beginning to end. In process language, this accountability is called process ownership.