YOUR STRATEGY NEEDS A STRATEGY(HBR) 参考学习资料.pdf

SeptemBeR 2012 HBR.ORG reprinT r1209e Spotlight on Strategy Your Strategy Needs a Strategy by Martin Reeves, Claire Love, and Philipp Tillmanns Spotlight on strategy artwork nuala o’Donovan Spotlight Radiolaria, Grid Yellow Centre, 2011 Porcelain, stained, unglazed, 36 x 24 x 36 cm Your StrategY NeedS a StrategY by Martin Reeves, Claire Love, and Philipp Tillmanns he oil industry holds relatively few sur- of nowhere, and the pace at which companies can prises for strategists. Things change, of build—or lose—volume and market share is head- course, sometimes dramatically, but in spinning. A major player like Microsoft or Google or relatively predictable ways. Planners Facebook can, without much warning, introduce Tknow, for instance, that global supply some new platform or standard that fundamen- will rise and fall as geopolitical forces play out and tally alters the basis of competition. In this environ- new resources are discovered and exploited. They ment, competitive advantage comes from reading know that demand will rise and fall with incomes, and responding to signals faster than your rivals do, GDPs, weather conditions, and the like. Because adapting quickly to change, or capitalizing on tech- these factors are outside companies’ and their com- nological leadership to influence how demand and petitors’ control and barriers to entry are so high, no competition evolve. one is really in a positio