[管理學]管理學--戰(zhàn)略性計劃與計劃實施-文庫吧
2024-12-20 19:03 本頁面
【正文】 ve purpose reflects people’s idealistic motivations for doing the pany’s work. ? 核心目的不能僅僅描述組織的產(chǎn)出或目標顧客，它要抓住組織的靈魂。 ? It doesn’t just describe the anization’s output or target customers。 it captures the soul of the anization. 15 核心目的是組織存在的理由 默克公司 保護和提升人類生命 to preserve and improve human life 索尼公司 體驗為公眾利益而提高和應用技術(shù)的快樂 to experience the joy of advancing and applying technology for the benefit of the public 迪斯尼公司 使人幸福 to make people happy 16 3M (明尼蘇達礦業(yè)及制造公司 ) 創(chuàng)新地解決不可解決的問題 to solve unsolved problems innovatively 惠普公司 HewlettPackard 為人類進步和福利作技術(shù)貢獻 to make technical contributions for the advancement and welfare of humanity Mary Kay Cosmetics(美國玫琳凱化妝品有限公司 ): 給婦女無限機會 to give unlimited opportunity to women 17 麥肯錫咨詢公司 幫助領先公司和政府更加成功 to help leading corporations and governments be more successful 耐克公司 體驗競爭、勝利和擊垮對手的快樂感受 to experience the emotion of petition, winning, and crushing petitors 沃爾瑪 WalMart 給平民百姓購買富人所購買的同樣東西的機會 to give ordinary folk the chance to buy the same things as rich people 18 (2) 想象的未來 (Envisioned Future) ?一方面，想象的未來向人們傳遞著真實：看得見的、生動的和真正的東西。 ? On the one hand, Envisioned Future conveys concreteness —— something visible, vivid, and real. ?另一方面，想象的未來包含時間和不能實現(xiàn)的：夢想、希望和抱負。 ? On the other hand, Envisioned Future involves a time yet unrealized ——with its dreams, hope, and aspirations. 19 遠景層次的目標： 1030年目標 Visionlevel BHAG: 10to30year Goal BHAG: big , hairy, audacious goal. ? 企業(yè)需要通向想象的未來的一個宏偉的 1030年目標 ? Companies need an audacious 10to30year goal to progress toward an envisioned future. ? 真正的 BHAG是清楚的和令人注目的，它是人們努力的聚焦點，并且是團隊精神的催化劑。 ? A true BHAG is clear and pelling, serves as a unifying focal point of effort, and acts as a catalyst for team spirit. 20 四種制定 BHAG的方法 (1) 定量法 ?到 2021年底成為 1250億美元的公司 ?bee a $125 billion pany by the year 2021 (WalMart, 1990) (2) 定性法 ?汽車民主化 ?democratize the automobile (Ford Motor Company, early 1900s) ?成為改變?nèi)毡井a(chǎn)品質(zhì)量低劣形象的最有名的公司。 ?bee the pany most known for changing the worldwide poorquality image of Japanese products (Sony, 1950s) 21 (3)擊垮對手法 ?打垮 RJR(美國雷諾煙草控股公司 )成為世界第一的煙草公司。 ?Knock off RJR as the number one tobacco pany in the world (Philip Morris, 1950s) ?打垮阿迪達斯。 ?Crush Adidas (Nike, 1960s) ?擊垮雅馬哈。 ?Yamaha wo taubusu! We will destroy Yamaha! (Honda, 1970s) 22 (4) 角色定位法 ?成為運動產(chǎn)業(yè)的耐克。 ?bee the Nike of the cycling industry (Giro Sport Design, 1986) ?20后公司像 HP今天這樣受人尊敬。 ?bee as respected in 20 years as HewlettPackard is today (WatkinsJohnson, 1996) ?成為美國西部的哈佛。 ?Bee the Harvard of the West (Stanford University, 1940s) 23 生動的描述 (Vivid Description) ?想象的未來需要生動的描述，即實現(xiàn)BHAG后我們將是什么樣子的震撼的、動人的和具體的描述。 ? An envisioned future needs Vivid Description, that is , a vibrant, engaging, and specific description of what it will be like to achieve the BHAG. ?把遠景從文字轉(zhuǎn)化為圖畫。 ? Thinking of it as translating the vision from
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