Company Business Activity with Focus on Agile Reason for Focus 1 PayPal Product development Shift from projects-based work to product focus to emphasize team accountability to quality customer experience Kraft Foods2 Marketing Changing consumer behaviors required faster metabolism; real-time decision- making for defining consumer targets and communicating marketing messages 3 Zappos Customer service application Strengthen the company’s reputation for quickly responding to customer requests for information about goods for sale, to generate more loyalty and future business Figure 2: Examples of Companies That Have Embedded Agile in Their Business an examination of the existing ways before it adopts lean-agile principles, in which people are organized, the along with the characteristics that culture in which they work, and the describe organizations and functions processes, technologies, and tools they after they have adopted them. use to accomplish that work. A critical consideration in discussing Figure 1 provides a simplified view. It how enterprises become agile is noting includes characteristics in place that that it is not an all-at-once proposition. describe a traditional organization Figure 2 shows how companies have (or functions within an organization) incorporated agile techniques in parts of their businesses to meet specific business needs. 1 TechTarget SearchCIO, Four Pillars of PayPal’s ‘big bang’ Agile Transformation, August 2014, accessed March 13, 2018, http://searchcio.techtarget.com/feature/Four-pillars-of-PayPals-big-bang-Agile-transformation 2 Forbes, How Data Nourishes Agile Marketing at Kraft Foods, October 26, 2014, accessed March 13, 2018, https://www.forbes.com/sites/avidan/2014/10/26/how-data-nourishes-agile-marketing-at-kraft-foods/ 3 Fast Company, How Zappos Uses One Week Work Sprints to Launch Big Projects Fast, July 11, 2014, accessed March 13, 2018, https://www.fastcompany.com/3032947/how-zappos-uses-one-week-work-sprints-to-launch-big- projects-fast