波特的全球商业战略

WHATISSTRATEGY?GLOBALBUSINESSSTRATEGY2001MichaelPorter&GaryHamelOPERATIONALEFFECTIVENESSISNOTSTRATEGY•OPERATIONALEFFECTIVENESSISNECESSARYBUTNOTSUFFICIENT•OEMEANSPERFORMINGSIMILARACTIVITIESBETTERTHANRIVALS•STRATEGYMEANSPERFORMINGDIFFERENTACTIVTIESORSIMILARACTIVITIESINDIFFERENTWAYSJAPANESECOMPANIESRARELYHAVESTRATEGIES•MOSTJAPANESECOMPANIESIMITATE&EMULATEONEANOTHER•THUS,OEISWHATDISTINGUISHESONEFIRMFROMANOTHER•HOMOGENIZATIONOFCOMPETITIVEADVANTAGESSTRATEGYRESTSONUNIQUEACTIVITIES•STRATEGYISACTINGDIFFERENTLYTHANRIVALSDO•SO,STRATEGYISNOTSERVINGCUSTOMERSBUTSERVINGTHEMBETTERTHANOTHERSDO•STRATEGYISPERCEIVINGNEWPOSITIONSTOWOOCUSTOMERSSTRATEGICPOSITIONS&GENERICSTRATEGIES•GENERICSTRATEGIES–1)COSTLEADERSHIP–2)DIFFERENTIATION–3)FOCUSSTRATEGICPOSITIONSBASEDON•CUSTOMERS’NEEDS(TRADITIONALSEGMENTTARGETING)•CUSTOMERS’ACCESSIBILITY(CARMIKECINEMAS;CITIES200,000)•VARIETYOFACOMPANY’SPRODUCTSORSERVICES(ACHOICEBASEDONPRODUCT/SERVICE,NOTCUSTOMERSEGMENT;JIFFYLUBE)SUSTAINABLESTRATEGICPOSITION•REQUIRESTRADE-OFFS•INCONSISTENCIESINIMAGE&REP•DIFFERENTPOSITIONSREQUIREDIFFERENTACTIVITIES(INFLEXIBLE)•LIMITSONINTERNALCOORDINATION&CONTROLFITDRIVESCOMPETITIVEADVANTAGE&SUSTAINABILITY•FIRSTORDERFITISCONSISTENCYBETWNEACHACTIVITY(FUNCTION)•SECONDORDERFITWHENACTIVITIESAREREINFORCING•THIRDORDERFITOCCURSWHENOPTIMIZATIONOFEFFORT(REDUCINGREDUNDANCY&WASTE)GENERALMANAGEMENT’SROLE•DEFININGACOMPANY’SPOSITION•MAKINGTRADE-OFFS•FORGINGFITAMONGACTIVITIES•THUS,PROVIDINGLEADERSHIPSTRATEGYASREVOLUTIONByGARYHAMELSTRATEGYASREVOLUTION•10PRINCIPLES•9ROUTESTOINDUSTRYREVOLUTION10PRINCIPLES•STRATEGICPLANNINGISN’TSTRATEGICWHICHWORDS?•Ritualistic•Reductionist•Extrapolative•Positioning•Elitist•EasyInquisitiveExpansivePrescientInventingInclusiveDemanding10PRINCIPLES•2)STRATEGYMAKINGMUSTBESUBVERSIVE•3)THEBOTTLENECKISATTHETOPOFTHEBOTTLE•4)REVOLUTIONARIESEXISTINEVERYCOMPANY•5)CHANGEISNOTTHEPROBLEM;ENGAGEMENTISSTRATEGYASREVOLUTION•6)STRATEGYMAKINGMUSTBEDEMOCRATIC•7)ANYONECANBEASTRATEGYACTIVIST•8)PERSPECTIVEISWORTH50IQPOINTS•9)TOP-DOWN&BOTTOM-UPARENOTALTERNATIVES•10)YOUCAN’TSEETHEENDFROMTHEBEGINNING9RoutestoIndustryRevolutionReconceivingaProduct/serviceGreatlyimproveprice/performanceSeparateform&functionAchievejoyofuseRedefiningMarketspacePushboundsofuniversalityStriveforindividualityIncreaseaccessibilityRedrawingIndBoundariesRescalingindustriesCompresssupplychainDriveconvergenceorblurboundariesPortervs.Hamel•PorterisanAmerican•abusinesseconomist•outside-in•analytical,structural&lineal•positioninindustrydeterminesall•genericstrategies•HamelisEnglish,trainedinU.S.•trainedasastrategist•inside-out•lessanalytical,lineal&structural•strategicintent&corecompetence•can’tpredict