战略管理和战略优势(英文)（推荐PDF165）

Transparency1-1Transparency1-1Chapter1Chapter1StrategicManagementandStrategicCompetitivenessStrategicManagementandStrategicCompetitivenessMichaelA.HittR.DuaneIrelandRobertE.HoskissonMichaelA.MichaelA.HittHittR.DuaneIrelandR.DuaneIrelandRobertE.RobertE.HoskissonHoskisson©1997WestPublishingCompany©©19971997WestPublishingCompanyWestPublishingCompanyTransparency1-2Transparency1-2Whatisstrategy?:Hierarchicaldefinition•Mission--Objectives--Strategies--Tactics(Policy)•Mission:Topmanagement’sviewofwhattheorganizationseekstodo•Objectives:Specificperformancetargetsineachoftheareascovered•Strategies:Meansthroughwhichfirmsaccomplishmissionandobjectives•Tactics/Policies:ActionsthatfirmsundertaketoimplementtheirstrategiesTransparency1-3Transparency1-3MissionStatementofHersheyFoodsCorporation•HersheyFoodsCorporation’sbasicbusinessmissionistobecomeamajor,diversifiedfoodcompany.Transparency1-4Transparency1-4Hersheyusesfourapproachesinpursuitofitsmission:•capitalizeontheconsiderablegrowthpotentialofthecompany’sexistingbrandsandproductsinthecurrentmarkets,•introducenewproducts,•expandthedistributionofHershey’swellknownbrandsandnewproductsintonewmarkets(domesticandforeign)•makeacquisitionsandothertypesofalliances.Transparency1-5Transparency1-5MichaelEisner’sstrategy•Disney•1)IncreasedadmissionpricesforDisney’sthemeparks.•2)Emphasizedfilmproduction•3)DiversifiedDisney’soperationsTransparency1-6Transparency1-6SamWalton’sstrategy•Walmart•1)Locatedinruralareas•2)Efficientdistributionnetwork•3)SamWalton’scharismaTransparency1-7Transparency1-7StrategicCompetitivenessStrategicCompetitivenessAchievedwhenafirmsuccessfullyformulatesandimplementsavalue-creatingstrategyAchievedwhenafirmsuccessfullyformulatesandimplementsavalue-creatingstrategySustainedCompetitiveAdvantageSustainedCompetitiveAdvantageOccurswhenafirmdevelopsastrategythatcompetitorsarenotsimultaneouslyimplementingOccurswhenafirmdevelopsastrategythatcompetitorsarenotsimultaneouslyimplementingProvidesbenefitswhichcurrentandpotentialcompetitorsareunabletoduplicateProvidesbenefitswhichcurrentandpotentialcompetitorsareunabletoduplicateAbove-AverageReturnsAbove-AverageReturnsReturnsinexcessofwhataninvestorexpectstoearnfromReturnsinexcessofwhataninvestorexpectstoearnfromotherinvestmentswithsimilarriskotherinvestmentswithsimilarriskTransparency1-8Transparency1-8StrategicManagementProcessStrategicManagementProcessInvolvesthefullsetof:Involvesthefullsetof:CommitmentsCommitmentsDecisionsDecisionsActionsActionswhicharerequiredforfirmstoachievewhicharerequiredforfirmstoachieveAbove-AverageReturnsAbove-AverageReturnsStrategicCompetitivenessStrategicCompetitivenessSustainedCompetitiveAdvantageSustainedCompetitiveAdvantageTransparency1-9Transparency1-9ChallengeofStrategicManagementChallengeofStrategicManagementOnly2ofthetop25U.S.corporationsin1900arestillcompetitivetoday!Only2ofthetop25U.S.corporationsin1900arestillcompetitivetoday!Inarecentyear,almost150,000U.S.businessesfailedorfiledforbankruptcyInarecentyear,almost150,000U.S.businessesfailedorfiledforbankruptcyCompetitivesuccessistransient...unlesscareistakentopreservecompetitivepositionCompetitivesuccessistransient...unlesscareistakentopreservecompetitivepositionTransparency1-10Transparency1-10Whatarethemaindriversofthenewcompetitivelandscape?•The2driversofthenewcompetitivelandscapeare:Technology&GlobalizationTransparency1-11Transparency1-11NewCompetitiveLandscapeNewCompetitiveLandscapeRapidtechnologicalchangesRapidtechnologicalchangesRapidtechnologydiffusionsRapidtechnologydiffusionsDramaticchangesininformationandcommunicationtechnologiesDramaticchangesininformationandcommunicationtechnologiesIncreasingimportanceofknowledgeIncreasingimportanceofknowledgeFundamentalnatureofcompetitionischangingFundamentalnatureofcompetitionischangingThepaceofchangeisrelentless....andincreasingThepaceofchangeisrelentless....andincreasingTraditionalindustryboundariesareblurring...suchasTraditionalindustryboundariesareblurring...suchasComputersComputersTelecommunicationsTelecommunicationsTransparency1-12Transparency1-12NewCompetitiveLandscapeNewCompetitiveLandscapeTheglobaleconomyischangingTheglobaleconomyischangingTraditionalsourcesofcompetitiveadvantagenolongerguaranteesuccessTraditionalsourcesofcompetitiveadvantagenolongerguaranteesuccessNewkeystosuccessinclude:Newkeystosuccessinclude:FlexibilityFlexibilityInnovationInnovationPeople,goods,servicesandideasmovefreelyacrossgeographicboundariesPeople,goods,servicesandideasmovefreelyacrossgeographicboundariesNewopportunitiesemergeinmultipleglobalmarketsNewopportunitiesemergeinmultipleglobalmarketsMarketsandindustriesbecomemoreinternationalizedMarketsandindustriesbecomemoreinternationalizedIntegrationIntegrationSpeedSpeedTransparency1-13Transparency1-13AlternativeModelofSuperiorReturnsAlternativeModelofSuperiorReturnsIndustrialOrganizationModelIndustrialOrganizationModel11Resource-BasedModelResource-BasedModel22Transparency1-14Transparency1-14AssumptionsoftheI/Omodel•Theexternalenvironmentdeterminesthepote