战略经济学讲义(-58张)课件.ppt

1、战略经济学战略经济学，Besanko,Dranove,Shanley and Schaefer,中国人民大学出版社lTeece,Economic analysis and strategic management，1984,California Management ReviewlMintzberg,1987,THE STRATEGY CONCEPT I:FIVE Ps FOR STRATEGY,California Management Reviewl本章结构：l一、从战略的定义看与经济学的关系l二、战略管理的发展历程与经济学l三、从现代企业的演进理解经济学的边际原理lstrategy is

2、“the determination of the basic long-term goals and objectives of an enterprise,and the adoption of courses of action and the allocation of resources necessary for carrying out the goalsl钱德勒lThe pattern of objectives,purposes or goals,and the major policies and plans for achieving these goals,stated

3、 in such a way as to define what business the company is in or should be in and the kind of company it is or should be Andrews，1971lCompetitive strategy is about being different.It means deliberately choosing a different set of activities to deliver a unique mix of value.l 波特，1996lPlanlPloylPatternl

4、PositionlPerspectivel战略是有意识的、有企图的行为过程，应对环境的行动指南l事先有意识地确定l行动策略l兵者，诡道也。故能而示之不能，用而示之不用，近而示之远，远而示之近。利而诱之，乱而取之，实而备之，强而避之，怒而扰之，卑而骄之，佚而劳之，亲而离之。攻其无备，出其不意。l发展：敌进我退，敌驻我扰，敌疲我打，敌退我追。l可以是理性的意图的，也可以是在一系列决策中自然而然产生的，它作为一种事后体会和总结成的模式而被追认和存在。l表示不管是否意识到，一致性的行为或者说在决策序列中展示的一致性。l相对于竞争对手的定位l揭示企业所选定的经营范围、产品与市场组合以及独特的竞争优势l案

5、例：新东方的初始定位l企业的人格特点l通过主导的和共享的价值体系和管理逻辑来感知世界。l战略不是一个真实有形的物理存在，而是一种概念，一种概念化的存在，作为通过某种想像力虚构而成的记忆，储存于相关人士的脑海里。l经济学的要义：l资源稀缺、选择、最大化l(1)market opportunity;(2)firm competence and resources;(3)managers personal values and aspirations;and(4)obligations to segments of society other than the stockholdersl Learn

6、ed et al.,1965lLearned,E.P.,Christensen,C.R.,Andrews,K.R.,&Guth,W.D.1965/1969.Business Policy:Text and Case(rev.ed.).Homewood,IL:Richard D.Irwin.l追求卓越（彼得斯和沃特曼，1982）l采取行动；接近顾客；自主和创业精神；以人为本；亲身实践、价值驱动；坚持本业；组织单纯、人事精简；宽严并济 八个特征l基业长青（柯林斯，1996）l造钟，不是报时；利润之上的追求；保存核心，刺激进步；胆大包天的目标；教派般的文化；择强汰弱的进化；自家长成的经理人；永远不够

7、好；协调一致 l从优秀到卓越，（柯林斯，2001）l商业分析方法的问题l经济学强调解释规律，并强调适用条件l抽象力的重要性，考虑任何原则的适用条件l企业边界l市场与竞争分析l战略定位及其动态调整l内部组织lThe years 1840,1910 and 2003 represent widely disparate business conditionslA historical analysis of business conditions illustrates the durability of fundamental economic principles behind busines

8、s strategylInfrastructure in transportation,communication and finance were poorly developed in 1840lPoor infrastructure was behind the dominance of small family firms in that period lThough railroads had begun to replace horse and wagon for transportation of goods,national railway network had not ye

9、t arrivedlWaterways used for long distance transportation was still in initial stages of developmentlWith poor transportation,producers were limited to local marketsl缺乏基础的通信手段致使无法设置分支机构。影响铁路的运营时刻，从而阻碍了远距离商品传送lPostal service which was the dominant mode of long distance communication still relied on t

10、he horsel邮费昂贵，且邮递的速度取决于天气，以致于重要邮件自己传递lTelegraph was still in an early stage and was very expensive to uselMost businesses were partnerships and they found it difficult to obtain long term debtlShares of stock were not easily traded and cost of capital was highlNo institutional mechanism existed for

11、handling business risklFutures trading 第一个期货市场1858年在芝加哥成立lMost factories used century old methods of productionlUse of standardized parts(prevalent in clocks and guns then)was just beginninglFactories operated on the basis of internal contracts with supervisors leasing space,hiring workers and produ

12、cing the goodslGovernment was involved in large infrastructure investments such as canals and railroadslGovernment also resolved commercial disputes and set the rules of the game for the businessesl制订标准（例如时间标准）lNumerous intermediaries lFarmers to factors to brokers agents to buyerslSubstantial price

13、 risk for participantslTechnology limited production to traditional levelslWithout transportation infrastructure and access to large markets,mass production technologies would not have been usefullWithout communication infrastructure,information on prices,sellers and buyers were not readily availabl

14、elGiven the tremendous risk,banks were unwilling to finance business expansionlUnder these conditions,businesses were small and informally organizedlMass production technologies made possible high volume low cost manufacture of goods(大规模生产过程、流水线、打字机、复写纸、加法机、垂直报告系统等的出现)lRailroads dominated transporta

15、tion and allowed mass distributors to reach widely scattered customerslTelegraph and telephones greatly improved long distance communicationslSecurities markets traded shares of large industrial firmslCredit bureaus made credit information easily accessiblelPublic disclosure of accounting informatio

16、n was in voguelGovernment regulation extended to such areas as corporate law,antitrust and worker safetylIncreased regulation forced managers to collect a lot of data on internal operationslMandatory secondary schooling provided the labor force needed by large bureaucratic organizationslExpanded inf

17、rastructure allowed firms to expand their markets,product lines and production scalelNew technologies allowed high volume standardized productionlGrowth of financial infrastructure made large scale firms viablel运输、通讯和金融机构占了美国经济的1/3l大型企业占据主导地位l企业采取横向一体化与纵向一体化的方式，大企业出现l批量生产技术的出现渠道的需求（容易收到渠道的影响）纵向一体化l多

18、部门制或者M型企业的出现l职业管理阶层的需要、科学管理、层级体系制度lAir,rail and ground transportation have become better coordinated（containers）lCities like Atlanta have grown relying on air transport in spite of poor rail and water connectionslTelecommunication technology made instantaneous transmission of data possible and creat

19、ed global markets for some products and serviceslCoordination of activities has become easier with modern computer and communication technologiesl广播和电视的发展使得企业可以进行广告、商标等宣传lCapital markets and financial institutions have become more active in evaluating firm performancelGlobalization of financial mark

20、ets made many mergers and acquisitions(such as Daimler-Chrysler,Sony-Columbia)possiblelFinancial accounting developed to cope with the complexities of multi-divisional firmslGreater transparency in financial reporting(Sarbanes-Oxley)lModern technologies such as CAD/CAM have made low cost tailor-made

21、 production feasiblelUse of new technologies often means reorganizing the firm around these technologieslIn some areas traditional regulation has been relaxed(deregulation of airlines,trucking,financial services)lRegulation has increased in other areas(health care,workplace safety,discrimination,env

22、ironmental protection)lGovernment support for basic research and commercialization of R&D projectslIntergovernmental treaties and agreements create regional free trade zoneslStrategies that were effective when competition was essentially domestic do not work well in globally competitive timeslIntern

23、al structure of firms have been changing,with firms focussing on their core businesses and leaving the rest to specialistslTraditional hierarchies within organizations have been weakeninglAdvantage of large scale production diminished in some areaslAdvances in computing and communication long with i

24、ndustry standards have enabled complex coordination over long distanceslThe role of the general manager has changed as the structure of the business organizations has changedlThe variation seen among 1840,1910 and 2006 can be seen to exist today when we look at cross section of countrieslUnlike the

25、advanced nations,many developing nations still lack transportation and finance infrastructureslBusinesses are reluctant to invest in countries where corruption,cronyism and conflicts are rampantlVertical integration was not needed in 1840 since scale of production was smalllVertical integration tren

26、d is being reversed today since computer and communication technologies make complex coordination of tasks possiblelIn some instances“virtual corporation”begins to make senselBusiness conditions change over time and so do the optimal strategieslPrinciples needed to arrive at successful strategies do not changelRecipes change from period to period but principles behind the recipes do not