Strategy management
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lecture One History, Theories, Concept and Process Emerge and development of strategy management • Phase 1: the formation of modern enterprises – 1820s to the beginning of 20th century – Competitive concept? • Phase 2: scientific management (mass production) – Before 1930s – The theory of Taylor, Fayol and Weber • Phase 3：Marketing management (mass sale) – 1930s to 1950s – Market oriented • Phase 4：strategic management – After 1960s • • • • 1960s: grow up 1970s: development 1980s: consideration 1990s-now: development further – Value oriented Success based on strategy –Big or small? –Diversification or focus？ –Entrepreneur’s matter？ –Competition or cooperation? Ten Schools of Thought • • • • • • • • • • The Design School（设计学派） The Planning School （计划学派） The Positioning School （定位学派） The Entrepreneurial School （企业家学派） The Cognitive School（认识学派） The Learning School（学习学派） The Power School（权势学派） The Cultural School（文化学派） The Environmental School（环境学派） The Configuration School（结构学派） Thoughts of strategy Entrepreneurial School Design school Cognitive School Planning School Learning School Power School Positioning School Cultural School Environmental School Configuration School Strategy：basic concept perspecti ve position plan • Plan（计划） • Pattern（模 式） • position（定 位） • perspective(观 念) • Poly（计谋） plan pattern perspective position ploy story • A European manager and a Asian manager meet a bear in the forest. The Asian manager get out a sports shoes from his bag. • European manager: “you can’t run faster the bear” • Asian manager: “but I can run faster than you” Process of strategic management Strategic analysis mission Internal environment External environment Strategic choice Strategic choice implementation control General strategy Long-term objective Yearly objective structure Competitive strategy Competitive strategy Functional strategy control policy reform Levels of business strategies ¹«Ë ¾ Õ ½ Â Ô C orporateS trategy £̈¹«Ë ¾ × Ü ²¿ £© Ê Â Ò µ Õ ½ Â Ô Ê Â Ò µ Õ ½ Â Ô Ê Â Ò µ Õ ½ Â Ô Ê Â Ò µ Õ ½ Â Ô B usinessS trategy B usinessS trategy B usinessS trategy B usinessS trategy Ê Â Ò µ ²¿ /Õ ½ Â Ô ¾ -Ó ªµ ¥Î»#1 Ê Â Ò µ ²¿ /Õ ½ Â Ô ¾ -Ó ªµ ¥Î»#2 Ê Â Ò µ ²¿ /Õ ½ Â Ô ¾ -Ó ªµ ¥Î»#3 Ê Â Ò µ ²¿ /Õ ½ Â Ô ¾ -Ó ªµ ¥Î»#4 É ú²úÓ ë¿ ª·¢Õ ½ Â Ô P O M /R & D ²Æ ÎñÕ ½ Â Ô F inancial Ó ªÏúÕ ½ Â Ô È Ë Á ¦× Ê Ố ¿ ª·¢Õ ½ Â Ô M arketing H um anR esource Mission of the business • • • • • Main fields of business Objectives of business Philosophy of management Public image Self-assessment
