...战略手艺化》完整版（亨利·明茨伯格） (2012-08-29 12:06:00) 标签： 战略手艺化 亨利·明茨伯格 | 分类： 经管 | 正文开始 就像战略可以被制定一样，战略也可以自己形成。 当我们想像有人在做战略计划时，脑海中很可能会出现这样一幅井井有条的画面：一位高级经理，或者是一群，坐在办公室里，炮制出一些其他所有人会准时执行的行动纲领。基调就是推理——理性的控制，系统地分析竞争对手、市场和企业的优劣势。综合这些分析产生一个清晰、明确而又完全成熟的战略。 现在让我们想像一下战略手艺化，脑海中出现的很可能就是另外一幅画面。手艺式战略与计划式战略非常不同，其区别就像手艺与机械化之间的区别一样。手艺会让人想起传统的技艺、专注以及通过细节的把握做到完美。人们想到更多的不是思考与推理，而是各种原材料水乳交融的感觉，这种感觉来自长期的经验与投入。制定与执行相互交融，形成一个渐进的学习过程，在此过程中，创造性的战略水到渠成。 我的理论很简单：战略手艺化更好地描述了有效战略的形成过程，而计划式战略尽管流传广泛，实际上却扭曲了这一过程，误导了那些笃信它的组织。 在本文的写作过程中，我将引用一位陶艺人的经验，并把这些经验与一个项目的研究结果进行对比（这一项目追踪了众多公司在数十年间的战略历程）。因为陶艺人与战略制定者之间的差别十分明显，所以刚开始时，我的比喻就像我的论断一样，显得风马牛不相及。然而，如果我们把艺人想像成一个个人组织，就会看到她也必须解决公司战略家们所面临的一个重大挑战：对组织的能力了如指掌，以便能足够深入地思考组织的战略发展方向。通过从个人视角思考战略制定，剔除战略咨询公司那些条条框框，我们会对公司内的战略形成过程有所了解。就像很多陶艺人不得不掌握手艺一样，管理者们也必须把战略手艺化。 在工作的时候，陶艺人坐在一堆陶土前。她的心思在陶土上，但同时她也意识到自己坐在过去的经验与未来的畅想之间。她准确地知道过去的哪些东西对自己有用，哪些东西没用。她对自己的工作、能力及市场非常熟悉。作为一个手艺人，她是在感觉这些东西，而不是分析；她的知识是“默示的”。当她动手时，所有这些都在她的脑海中发挥作用。这些陶轮上的作品可能沿袭她过去作品的传统，但是她可能突然换个方向。即便如此，“过去”所起的作用一点也不减少，照样体现在未来中。 在我的比喻中，管理者就是陶艺人，而战略就是他们的陶土。就像陶艺人一样，他们坐在过去的公司能力与未来的市场机会之间。并且，如果他们是真正的艺人，他们对手头的材料应该同样熟悉。这是战略手艺化的精要所在。 接下来，我们将对这个比喻做进一步探讨，看看战略在实际操作中是如何制定的，而不是主观臆想战略该如何制定。我将不断援引两方面的经验，一个是麦吉尔大学的战略形成模式的研究项目；自1971年起，这个项目一直在我的指导下进行；另一个是成功的陶艺人的工作流程，这个陶艺人是我的妻子，她的手艺始于1967年。 战略既是未来的计划，也是过去的模式 如果你问战略是什么，几乎每个人都会告诉你，战略是某种形式的规划，是对未来行为的明确指导。如果你再问他们竞争对手、政府或者他们自己追求什么样的战略，他们很可能就会不停地描述他们过去的行为。最后你会发现，战略和其他很多词汇一样，人们下定义是一套，用起来却是另外一套，没有意识到其间的区别。 原因很简单：虽然战略的正式定义与它的希腊军事起源都强调未来，但我们确实也需要用这个词来解释过去的行为，就像我们需要用它来描述未来的行为意向一样。毕竟，战略一方面是计划和企图的对象，另一方面也是贯彻和实现...
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...Strategic Plan; Home Depot Strategic planning is an organizational management activity that is used to set priorities, focus energy and resources, strengthen operations, and ensure that employees and other participants are working toward common goals. It is a disciplined effort that produces essential decisions and actions that shapes and guides what an organization is, who it serves, what it does, and why it does it. Strategic planning focuses on the future of the company. Strategic planning is building a plan that provides guidance in fulfilling a mission with maximum efficiency and impact for a company. Basically it is the Who, What, When, Where, How and How Much aspect to planning. “A company collectively tries to agree on where it is going (its vision) and how it’s going to get there (its strategy)” (Abraham, 2012). Strategic planning is a very important part of having a successful organization. Without it, the employees will not know what to do or why they are doing it and over time the company will not succeed. In order for the plan to be effective and useful, it should articulate specific goals and describe the action steps and resources needed to accomplish them. In other words, Strategic Planning is a regimented effort to analyze certain things like: the objectives of the organization, why it’s doing that and what is it going to do in the changing environment or future. I have selected Home Depot to analyze and prepare a strategic plan to grow the organization...
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...Cango Week 1 And 2 Video Analysis Report Week 1 & 2 Analysis Report “Poor strategic planning is worse than no strategic planning. It can be a big waste of time and money” (“Strategic Thinking”, 2011, p.1). Strategic planning plays a very crucial role in helping organizations achieve their goals. The strategic planning process requires both managers and their subordinates to work together as a team to design, plan and implement those goals. We have noticed that there have been some deficiencies in the leadership of CanGo Inc. We have also provided some recommendations for the management team to improve their weaknesses so that the company can continue to stay successful in achieving its goals and launching itself to the online gaming industry. (1) There is a lack of mission, vision and value in CanGo Inc. Liz, the founder and CEO started her company with an emergent strategy process. This strategy would not allow the company to stay successful in the long run. Liz thinks that the success of the company has nothing to do with strategic planning. As a result, she fails to recognize the importance of strategic management planning. This issue is the top priority to be addressed because it is the core foundation of the success of the company (BUSN 460, Week 1 Video, 2003). (2) However, the management fails to analyze the company’s position in the market to set reasonable long-term and short-term goals. The goals and expectations seem to be unrealistic or unachievable. Goals...
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...Trading Strategies 1. Based on the Dicky-Fuller stationary test the pair is not a promising pair. The statistic is 2.51, which is not promising 2. 3. Pairs Trading Strategy a. On the spread sheet columns E,F,G (PEP) and NOP(KO) are the various normalized N-day returns for the two stocks (N ranges from 5, 10, and 20 days). b. Column HIJ and QRS are c. Finally the differences between the z normalized returns are expressed in columns TUV (For example: T=zret5_pepsi minus zret5_coke). These are used find entry points and trade based on the spread. d. Trading on the spread means that when we go long the spread (Pepsi – Coke) it is equivalent to going long Pepsi and short Coke. When one of the stocks outperforms the other by a specific amount over a specific time period, you could short the outperformer and go long the underperformer with the expectation that prices will revert. e. Signal Column- If zdiff5 is less than the long entry threshold then long i.e 1, if zdiff is greater than short entry threshold then short i.e -1, if neither of the two then no signal i.e 0 f. Cap Column- If previous day’s position is long and zdiff5 > long cap then cap is hit. Vice versa for short position. g. Age Column- Age =1 if {(i) new signal and no previous position, (ii) flips position signal*previous position=-1, (iii) reach holding period limit and new signal is generated.} Age=0 if {(i) nothing happening and no previous...
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...Module Handbook [Strategic Management] [19-6B02-00L] Module Leader: Deborah FitzGerald-Moore 2008-2009 Level [6] Undergraduate (September Intake) Faculty of Organisation and Management Events Management Subject Group Faculty of Organisation and Management Sheffield Hallam University, Howard Street, Sheffield, S1 1WB Contents WHAT’S THIS MODULE ABOUT? 1 MODULE TEAM CONTACT DETAILS 1 MODULE OVERVIEW 2 SCHEDULE OF STUDY 3 READING LIST 6 TASK BRIEF 1 - COURSEWORK 8 TASK BRIEF 2 - COURSEWORK 9 Presentation Assessment Criteria Task 1 11 Assessment Decision - Task 1 -Presentation 15 Assessment Decision - Task 2 - Company Report 16 TASK BRIEF 3 - EXAMINATION 17 What’s This Module About? This module is here to help you better understand how business organisations work. It will help you to consider why certain companies or organizations in your chosen sector are successful and some are not. Whilst it will not give you a crystal ball it will hopefully give you a forward looking perspective on your chosen industry and many of its major companies This module will also allow you to integrate the wealth of knowledge you have gained throughout your course. Strategy is manifest in all the functional activities of the company i.e. marketing, operations, human resource management and finance and at many different levels of the company from the Board of Directors down to Heads of Department. Strategic decision making occurs in all types...
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...ABSTRACT Managers in the past decade have shown tremendous change therefore this assignment will seek to analyse the challenges, developmental needs, and opportunities that managers have been experiencing.To successfully fulfil this objective, a manager was chosen and was subjected to a lengthy interview. A thorough analysis was done on the response given by the manager linking the key concepts and theories. This assignment also requires an individual Management self-development plan that would be realistic, honest and capable of implementation. I have chosen the Boyatzis Competency model as my foundation model for my detailed interview. Its Eighteen (18) competencies is generalized statements of what ‘all’ managers need to be able to do; therefore the interview will seek to find out if the manager has acquired these competencies. BOYATZIS’ COMPETENCY MODEL 1.0 INTRODUCTION The globalization of markets and economic stability are the foundation for the significant changes that companies and organizations are faced to experience, as such many organizations are ensuring that management as well as employees are keeping abreast of the ever changing environment in this highly competitive global economy. An emerging trend with managers worldwide is the fact that they are more focused and concentrate on Learning, development and leadership skills as they believe that these are necessary to be able to perform as a competent manager. 1.1 MANAGEMENT Management is defined...
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...JOLLIBEE FOODS CORPORATION Abstract This case study examines the rapid growth of one of the most successful companies in the Philippines, the fast food giant, Jollibee Foods Corporation. In this paper, detailed information regarding the company’s history and the measures it took to establish itself in its initial years was used in the in depth analysis of the company’s strategic plan. This also includes an analysis of their vision-mission statement as well as the analysis of their external environment using the PESTEL Framework. Company History Overview Jollibee Foods Corporation or JFC is centered on developing, operating and franchising fast food stores under the trade name Jollibee. The company operates on 3 segments: Food Service, Franchising and Leasing. The Food Service segment engages in the operations of quick service restaurants and the manufacture of food products to be sold to Jollibee Group-owned and franchised QSR outlets. The Franchising segment is involved in the franchising of the Jollibee Group's QSR store concepts. The Leasing segment leases store sites mainly to the Jollibee Group's independent franchisees. The company was founded by Tony Tan Cationg in 1975 and is headquartered in Pasig City, Philippines. Currently Jollibee is the largest fast food chain in the Philippines, operating over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of the local market that is more than all the other multinational brands combined...
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...In 2014, China's creation, importation and utilization of wine totalled 1.16 billion liters, 383 million liters and 1.58 billion liters, respectively. It is assessed that the interest for wine in China will increment by 10% every year in the coming years. Market penetration will spread from costal front ranges to inland territories. The business channel of wine varies from eateries, bars, general stores, speciality stores, group purchasing and e-trade platforms. Market Growth Drivers A key development driver in the Chinese economy has been the fast rise in normal family unit livelihoods. Over the previous ten years, China has encountered an average GDP development of around 10%, which has made another center salary bunch with much higher disposable earnings. Moreover, Chinese urban populaces have expanded by an expected 153 million in the course of recent years (2005-2015); by 2025, it is expected that urban regions will develop from 607 million to 822 million people.4 China's significant urban communities – Beijing and Shanghai – will keep on being driving customer center points. Past Beijing and Shanghai, McKinsey predicts that by 2015, nine huge Chinese markets will represent 30% of extravagance utilization in China: Chongqing, Dongguan, Foshan, Guangzhou, Hangzhou, Nanjing, Shenzhen, Tianjin and Wenzhou.5 Luxury utilization will unmistakably incorporate luxury F&B items, as well as consumer goods. In the meantime, fast advancements in transportation (counting significant...
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...Chapter 1 Summary * A strategy is a set of related actions that managers take to increase their company’s performance goals. * The major goal of companies is to maximize the returns that shareholders receive from holding share in the company. To maximize shareholder value, managers must pursue strategies that result in high and sustained profitability and also in profit growth. * The profitability of a company can be measured by the return that it makes on the capital invested in the enterprise. The profit growth of a company can be measured by the growth in earnings per share. Profitability and profit growth are determined by the strategies mangers adopt. * A company has a competitive advantage over its rivals when it is more profitable than the average for all firms in its industry. It has a sustained competitive advantage when it is able to maintain above-average profitability over a number of years. In general, a company with a competitive advantage will grow its profits more rapidly than its rivals. * General managers are responsible for the overall performance of the organization, or for one of its major self-contained divisions. Their overriding strategic concern is for the health of the total organization under their direction. * Functional managers are responsible for a particular business function or operation. Although they lack general management responsibilities, they play a very important strategic role. * Formal strategic planning models stress...
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...Promotional and Advertising Strategies Nike and Under Armour Contemporary Business BUS08 December 6, 2014 Promotional and Advertising strategies are similar but at the same time very different. The advertising strategy is designed to sell a product. It is basically one way communications from the company to the consumer. This provides the consumer information to make a purchasing decision (Schermerhorn, Osborn, Uhl-Bien, & Hunt, 2012). Where as a promotional strategy is two way communications designed to increase sales and attract new customers. This is can be referred to as Branding. One key difference is promotional strategies give away something; this could be a free product or money off attracting consumers who would not be attracted under normal circumstances. This paper will investigate two top athletic apparel companies to understand their strategies. The two companies chosen for this project are Nike Incorporated and Under Armour. These two companies are two of the leading sports apparel companies. Both of these company’s focus their products on the athlete and specific sports. Nike Incorporated has been in business since 1964 and has a much longer history in the industry than Under Armour (UA) which joined the picture in 1996. Both companies make a variety of athletic apparel and a number of athletic shoes. This project will provide details on how each company compares in the athletic shoe market. 1. Compare and contrast the promotional strategies...
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...Product Strategy An American automaker brand, Ford, is recognized by the whole world. There are a lot of types of brands and Ford is categorized under manufacturer’s brand because Ford is its own manufacturer. As we mentioned earlier, Ford has already establishes a strong brand equity over the years. In 2013, an SUV, Ford Edge Hybrid was launched by Ford. The company used line extension strategy under branding to add another new product to its current product line by introducing Ford Edge Hybrid. Benefits/Features: Ford Edge Hybrid, an eco-friendly SUV is equipped with a sophisticated safety system, putting safety of passengers as priority while maintaining its sleek and sporty look. This American brand SUV has stability control and anti-lock brakes. It is also equipped with dual-stages front and side airbags for front and also back passengers. It also has a special system that is called Tire-Pressure Monitoring System (TPMS). When the tires are low on pressure, it will alert you. Since Ford Edge Hybrid is a new product from Ford, the company used product development strategy to introduce the SUV to its existing established markets like its home country USA, and Europe. In early times, Ford only focuses on its own country and never goes global. However, things are different nowadays and Asia countries especially China and Malaysia are one of the largest markets in the world. It catches not only Ford’s but the whole world’s attentions to move into this new segment of markets...
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...Case Analysis Paper AT&T Vs. Skype Author’s note This analysis will identify the key issues revealed in the case study, “Skype vs. AT&T and the future of telecommunications” (Strickland et al 2011). The analysis will explore the current state of the telecommunications industry with the rapid emergence of the Voice-over Internet Protocol (VoIP) technology, wireless communications and the effects on traditional landline or what is known as Publicly Switched Telephone Network (PSTN). This effort will look into current problems and successes with increased focus on AT&T and Skype. Additionally, this paper will attempt to provide a perspective on the key issues with assumptions of what some of the causal factors may have been. Finally, what the companies’ leadership may consider for the future. Prior to examining the key issues of Skype and AT&T, what is Skype vs. AT&T? Skype was currently one of the industry leaders in VoIP and desired to challenge AT&T and other large phone companies. The telecommunication business is certainly going through a technological revolution with increased demands for faster speeds and services. Additionally the infrastructure is in demand to grow with the customer needs. AT&T along with several other landline based companies owned a major portion of the Internet infrastructure. Skype requires access to the Internet by way of Internet Service Providers (ISPs) in order for Skype to provide their VoIP service...
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...“Strategic Management is defined as the set of decisions and actions that result in the formulation and implementation of plans designed to achieve a company’s objectives” (Pearce II & Robinson, 2013, p. 3). The process of Strategic Management consists of nine (9) steps. The first three (3) steps are crucial for an organization’s success: formulating company mission, conducting analysis on internal capabilities and assessment of the external environment factors influencing the company operations. This paper will begin the strategic planning process for ABC Financial Corporation. The paper will outline the ABC Financial Corporation's research approach that will be used for the strategic plan to validate vision statement as well as the sources that will be utilized in performing an external and internal environmental analysis. The organization’s vision statement “presents a firm’s strategic intent designed to focus the energies and resources of the company on achieving a desirable future” (Pearce II & Robinson, 2013, p. 34). The value of the mission statement “is its specification of the firm’s ultimate aims” (Pearce II & Robinson, 2013, p. 42). ABC Financial Corporation’s vision statement is “to be recognized for the unparalleled customer experience” (ABC Vision, 2013, para. 1). ABC’s mission statement reads “With our position of trust and our tradition of integrity, our shared mission is to know our customers and anticipate their needs; advocate and advise; innovate and surprise”...
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...Dollar Tree is the nation’s largest single price point retail with over 3300 stores across the United States. It has faced several issues that have led to organizational and leadership problems. 1. What are the chief elements of the strategy that “Dollar Tree” is pursuing? The chief elements important in this article are all related to the fact that the company was moving towards expanding the business and creating a competitive advantage. As the article says, the business grows so much that by 2009, there were over 33000 retail stores and 12 distribution centers. The chief elements are as follow: - To enter new geographic markets. - To gain sales and market share with lower costs. - Adhering to policies and procedures and making changes when needed. 2. What are the elements of “Dollar Tree” ’s Business Model? There are 2 elements in the Business Model of Dollar Tree, which are Customer Proposition Value and Profit Formula. Customer Proposition value lays out how the company is going to satisfy customer needs at a price the customer will consider a good value. In the case of Dollar Tree’s company one dollar for all products they offer is both a good value for the price they pay, and satisfying. Profit Formula describes how the company is going to determine a cost structure that will provide profits. Dollar Tree company, in order to keep up with competition, has to purchase very aggressively when products of extreme value come their way, even if it means overloading...
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...Case Commentary This is a case about the company FedEx, a courier delivery service in US, which initially started off on a small scale and then started ramping up its facilities to reach the number 1 spot among all courier services. In June of 2000, FedEx, initiated Project ARISE .The major goals of project ARISE pertained to two major issues: the first was with respect to unifying the sales and marketing groups for both FedEx Express (air) and FedEx Ground (ground). The second issue was to develop a new compensation plan for the account executives now that their focus was on two different services (FedEx Express and FedEx Ground).In Jan 1998, FedEx acquired RPS, which would later become FedEx Ground, in order to diversify its delivery capabilities to both air and ground. Internally, combining these two departments would prove to be more cost effective; from a customer standpoint. Main issue How to evaluate the best account executive compensation plan for the integrated FedEx Express and FedEx Ground services that is in accord with the goals of Project ARISE. RECONMENDATION Solutions from FedEx end should be that they encourage cross-selling, and a first step in this process would be to declare quotas for sales force of both the firms. There is also a need to create a compensation plan that has greater clarity so as to give the sales force even more incentives. To properly connect both the Ground and Express lines of FedEx under a single sales team, a distinct...
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