战略管理理念和实务gdhrs

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2021/2/8,#,STRATEGIC MANAGEMENT: PHILOSOPHY & PRACTICE,浙江大学管理学院,SCHOOL OF MANAGEMENT,ZHEJIANG UNIVERSITY,魏 江,Dr. WEI JIANG,战略管理理念和实务,课程总体要求及说明,1.1,课程简介,企业战略管理是系统整合各个职能战略基础上，从管,理学层面分析和揭示“企业为什么能够获得回报”和,“如何获得持续回报”的基本经济学命题。,核心问题,企业“可以做什么”、“应该做什么”、“为什么”,核心内容,发展目标确定,业务发展选择,持续竞争优势,思考范畴,总体长远发展,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。,1.2,课程目标,大处着眼,管理学知识系统整合起来考虑战略问题，能把,市场营销、人力资源、生产运作和研究开发等,职能战略与企业总体战略结合起来系统分析。,结合企业内外部环境，从长远发展高度概括、,总结，提出可操作性思路；,系统规划持续竞争优势和核心竞争能力。,（,1,）能够融会贯通管理学基本理论，系统思考,职能战略，领会“资源有效配置，企业整,体优化和持续发展”,（,2,）能结合企业实际分析“企业为什么能够获,得回报和如何获得回报,”,（,3,）结合三个核心问题，运用战略管理理论，,分析并制定具体战略思路和手段：战略目,标、业务发展和选择、企业持续竞争优势、,职能战略和管理体系匹配,（,4,）认识到战略制定和实施过程中，不能让战,略成为装饰品，而是一个能够实实在在指,导具体行为的思路,1.3,总体学习要求,1.4,具体要求,Previous background,Management & fundamental theories,operational management, finance,marketing, HRM, basic economics,Assessment,- final test,- case report (including PowerPoint making),- written essay (including strategy design),- presentation,- participation,Necessary preparation,Proofreading, teamworking, writing, etc,More than 1/3 absentee, no qualification.,Others,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),1.5 Concept,Characteristics,-long-term direction,-advantage,-scope of an organizations activities,-match activities with environment,-bounded rationality and resources scarcity,-values and expectation,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,1.6 Levels of strategy,1.7 Vocabulary of strategy,General statement of aim or purpose,Quantification (if possible) or more precise,statement of the goal,Resources, processes or skills which,provide competitive advantage,long-term direction,Combination of resources, processes and,competencies to put strategy into effect,The monitoring of action steps to:,assess effectiveness of strategies and,actions,modify strategies and/or actions as,necessary,Overriding purpose in line with the values,or expectations of stakeholders,Desired future state: the aspiration of,the organization,Mission,Strategic,architecture,Vision,(strategic intent,),Goal,Objectives,Core,Competency,Strategies,Control,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,.,1.8 Strategic management in different context,1.9 A Framework for Understanding Strategic Management in Practice,Patterns of Strategic Development,Explanations of strategic development,strategy as:,Managerial,intent,Outcome of culture,and political processes,Externally,imposed,Configurations for process,Challenges for strategy development,Cultural web,Strategic drift,Learning organ.,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,战略管理是“以不变应万变”的艺术,“,经”与“权”的统一,“,学习”和“学习如何学习”的统一,战略是确定性和不确定性之间的权衡,确定的什么？,不确定的是什么？,战略演变是系统进化的过程,长期、中期和短期战略的统一,动态性和灵活性的统一,问题,1,年、,5,年、,10,年战略确定的什么？,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？,1.10,战略管理本质和基本问题,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。,1.10,战略管理本质和基本问题,战略管理的本质,阐明企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),1.10,战略管理本质和基本问题,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？是否容许自由创新？（如何做？）,事：正确的事还是错误的事？目标还是过程？,1.11,战略管理的性质,管理的含义,战略管理,管理科学性,+,艺术性,+,战略性,=,如何让人高效愉快做事以取得预期成果。,科学性：如何让人高效地做事；,艺术性：如何让人愉快地做事；,战略性：如何让人有效益地做事。,1.11,战略管理的性质,