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MAP - Moving Along Aligments and Paradoxes

The Moving along Alignments and Paradoxes model (MAP) comprises six matrices: the Market; the Value; the Effort; the Product Margin; the Potential Profit; and, the Strategy. The intra-relation between all of them provides an integrated view to any business. The model allows managers to understand the potential market growth, the potential product value for consumers, the needed effort to produce the product or service, the potential product margin and the potential profit for the business. It also allows managers to create scenarios and evaluate different potential solutions for any business proposition.

The main benefits of the application of this model are:

	Clear vision of the business;
	Excellent market understanding;
	Good understanding of the product utilisation purpose by consumers;
	Clear identification of the necessary effort to produce products and services;
	Real prevision of potential business margin and profit;
	Correct characterisation of the best business strategies.

Companies that have applied the MAP in their business strategic definition process have been able to value their products and services in such a way that those very same businesses were transformed into successes in the short term.

The full concept has been published in 2007, by the author, and is distributed by GT-Transnational.

See executive summary of the model

About the Author

Manuel T. Fernandes is a Bachelor in Architecture and Planning, Bachelor in Management and MBA in International Business and Administration. He is a certified Value Management Professional (PVM) and Trainer (TVM). In the standardisation field, he is the president of the Portuguese Technical Commission for Human Resources Management and belongs to the Portuguese Technical Commission (TC) for Value Management. He is the President of the Board of the Portuguese Association for Value Analysis (APAV) and Vice-President of the Board of the Portuguese Association of Certified Organizations for Professional Training (APEAFOP). As a professional, he is a consultant, professor, trainer and auditor in the fields of business strategy, value management, total quality management and human resources management. He has published an extensive number of articles in the field of VA and VM, business strategy, HR management and others. The last published articles and the book MAP- Moving along Alignments and Paradoxes, 2007, evolved about the concept of aligning strategy with innovation and economical return, which integrates the VA (value analysis) as one of the starting points to align any business strategy.

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