秋季MBA战略的性质教材.ppt

School of Management EconomicsTsinghua University TOPIC ONE The Nature of Strategy Key Themes The importance of strategy The definition of strategy The basic questions answered by strategy The main parts for a firm’s stategy The strategic management process The strategic management system The relative concepts 《孙子兵法》： “兵者，国之大事。死生之地，存亡之道，不可不察也。” Key Themes The importance of strategy The definition of strategy The basic questions answered by strategy The main parts for a firm’s stategy The strategic management process The strategic management system The relative concepts The original meaning of strategy Background: War Conflict Participants: Two or more troops Objective: Win the war Content: 战与不战；攻防总体安排； Nature: “军事谋略” The Way for a Firm to Survive Produce products and/or services Make customers satisfied Win in competition/conflict Sustained Competitive Advantage Long and continuing Above-Average Returns What is a firm’s strategy? Background: Business competition Participants: Two or more firms Objective: Competitive advantage Content: Competitive fields and roads chosen Nature: Competitive plans The definition for a firm’s strategy Strategies are the means by which long-term objectives will be achieved. （战略是实现长期目标的手段。） Fred David The definition for a firm’s strategy Corporate strategy is the pattern of decisions in a company that determines and reveals its objectives, purpose, or goals, produces the principal policies and plans for achieving those goals.（战略是企业目标、目的以及实现目的和目标的基本政策、计划等的决策方式。） Kenneth Andrews Key Themes The importance of strategy The definition of strategy The basic questions answered by strategy The main parts for a firm’s stategy The strategic management process The strategic management system The relative concepts Five Basic Questions Answered by Strategy 1. What are our businesses? 2. Who are our customers? 3. Where are the customers? 4. Which val