战略管理POWERPOINT本科生版本教学教材.ppt

企业战略管理;课程总体要求及说明;1.1 课程简介; 小处着手 能认知、体会到战略与每一员工行为是融合在一 起的，战略贯穿在企业生产经营活动的全过程。;1.4 具体要求;Part I Introduction;What is the strategy?;Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a changing environment, to meet the needs of markets and to fulfill stakeholder expectation. (Johnson G. and Scholes K., (1999) Exploring Corporate Strategy, 5th, Prentice Hall);Level 1: Corporate strategy in concerned with the overall purpose and scope of the organization to meet the expectations of owners or major stakeholders and add value to the different parts of the enterprise. Level 2: Strategic business strategy is about how to compete successfully in a particular market Level 3: operational strategies are concerned with how the component parts of the organization in terms of resources, processes, people and their skills effectively deliver the corporate- and business-level strategies direction ;1.7 Vocabulary of strategy;How strategies come about in practice?; Large firms vs. Small firms Culture Orthodox Resource vs. Scope/span Managerial styles vs. Industry Employer vs employee Manager vs subordinate Headquarter vs. Subsidiary National vs. MNCs …...;1.9 A Framework for Understanding Strategic Management in Practice; 讨论题 根据战略计划学派和设计学派的观点，企业可以而且 应该制定长期发展的规划。但由于环境的不确定性和 决策的有限理性，有观点认为企业要制定长期战略 （如5年发展战略）是不可能的。你认为企业制定5年 或更长时间的发展战略是可能的吗？;1.10 战略管理本质和基本问题; 企业的含义和存在的理由 ——企业为什么能够得到回报？ ——企业的业务是什么？ ——应该是什么？ ——为什么？;企业能够得到回报的根本在于能创造并向社会提供独特的价值。 独特价值的载体是独特的产品和服务——业务； 独特的业务依赖于自身独特的资源和能力，及其与外部环境的适应； 独特能力来自于企业长期的积累和战略家的眼光。;战略管理的本质——阐明???业为什么能够得到回报 战略管理的基本问题 —— 业务确定过程 Can do! (Opportunity) Should do! (Constraints) Be able to do! (Potentials);管理就是“让人做事以取得预期的成果。”（Harold Koontz, Heinz Weihrich） 让：独裁、民主、启发、放任（如何让？） 人：知人善任，用人所长，容人所短（谁？） 做：规则型还是非规则型；结构化还是非结 构化？是否容