战略管理精要完整PPT课件

J. David. Hunger Thomas L. Wheelen
Strategic Management
Third Editon
Prentice Hall Publishing
1
关于战略管理课程的几点说明
❖课程状况: 双语 ❖使用教材: Hunger & Wheelen, Third edition ❖ 参考书目：中文教材 ❖课程性质：Capstone course
4
若干概念
• 战略管理（Strategic Management）
– 研究如何有效地应对竞争，它尝试用战略对 企业进行管理，重点在于战略的制定与实施， 目标是获取超额回报。
• 战略（Strategy）
– 设计用来开发核心竞争力、获取竞争优势的 一系列综合的、协调的承诺（commitments） 和行动（action学科的关系
❖ 教学方式：讲授+案例+启发 ❖ 学习要求：掌握基本理论，并用以分析实际问题
❖了解相关的英文术语 ❖能阅读理解相关的英文资料
2
Opening case
Strategic management starts with three key questions:
• The strategic management model proceeds from environmental scanning to strategy formulation (including establishing mission, objectives, strategies, and policies) to strategy implementation (including developing programs, budgets, and procedures) to evaluation and control.
only) • Strategic management (including implementation
and evaluation and control)
8
• Research reveals that companies engaging in strategic management tend to outperform those organizations which do not.
11
Strategic MGT Process
environmental scanning
strategy formulation
strategy implementation
evaluation and
control
12
Triggering Events of a change in strategy
13
联想集团
• 2005年5月1日，联想正式宣布完成收购IBM全球PC业 务，任命杨元庆接替柳传志担任联想集团董事局主席， 柳传志担任非执行董事。前IBM高级副总裁兼IBM个人 系统事业部总经理斯蒂芬-沃德（Stephen Ward）出任 联想CEO及董事会董事。
• 2012年1月6日，联想集团宣布调整全球市场，将全球 业务由成熟市场和新兴市场进一步细分为四个大区， 即北美、中国、EMEA（欧洲、中东及非洲）和亚太拉美市场。同时，联想任命原宏碁全球CEO蒋凡可·兰 奇为联想集团高级副总裁，主管新设立的欧洲、中东 及非洲部门。联想称，这一重组将于4月2日生效，将 带来“更强大、更快速、更加专注的组织架构”.
6
7
发展与演变
• 学科发展：
• Long Range Planning • Industrial Organization • Resource-Based View
• 实践演变：
• Basic financial planning • Forecast-based planning • Externally-oriented planning (strategy formulation
3
• Strategic management
• Strategic management is that set of managerial decisions and actions that determines the long-run performance of a corporation. It includes environmental scanning, strategy formulation, strategy implementation, and evaluation and control.
• Strategy formulation is typically not a regular, continuous process but is often initiated by triggering events, such as a new CEO, an external intervention, a threat of a change in ownership or a performance gap.
5
若干概念
• 明茨伯格：5P’s
– 面向未来，战略表现为一种计划（plan） – 面向过去，战略表现为一种模式（pattern） – 考察产业，战略表现为一种定位（position – 考察企业，战略表现为一种观念（perspective） – 此外，战略也表现为企业在竞争中采用的一种
计谋（ploy）
(1) Where is the organization now? (2) If no changes are made, where will the organization be in a few years? (3) If the answers are not acceptable, what specific actions should management undertake?
9
Basic Model of Strategic MGT
environmental scanning, strategy formulation, strategy implementation, and evaluation and control
10
• The strategic management model