【正文】 1 Business Strategy 董 靜 2 Structure and Schedule ? Module One: Lectures 1. History, Concept, and Process 2. External environment 3. Capability and resources 4. Business portfolio and choosing strategies 5. Corporate strategies 6. Competitive strategy (and game theory) 7. Balanced scorecard and emergency management 8. Critical mass 9. Competitive advantage of nations 10. Case study 11. Case study 3 ? Module Two: cases 1. Team work: case report 2. Requirement – Select one pany or one industry – Clear description of its strategy or practice – Data – Questions 3. Assessment of cases – Content – Format – Effect 4. Deadline: the 8th week 4 ? Examples – 盛大網(wǎng)絡(luò) – Canon – DELL – 網(wǎng)絡(luò)游戲產(chǎn)業(yè) – Textile industry – Others ? Should be – Typical – failure or success – Action of one pany or relation among several panies – In english 5 Course Grading ? Final exam 50％ ? Presentation and report 40% ? Class participation 10％ 6 References ? Arthur A. Thompson and . Strickland. Strategic Management: Concepts and Cases. McGrawHill panies, Inc. 2022 ? David Besanko, David Dranove, and Mark Shanley. Economics of Strategy. John Wiley amp。 Sons, Inc. 1996 戴維 貝贊可（等）：《 公司戰(zhàn)略經(jīng)濟學 》 ，北京大學出版社 ? 王玉： 《 企業(yè)戰(zhàn)略管理教程 》 ? 亨利 明茨伯格： 《 戰(zhàn)略歷程 》 ，機械工業(yè)出版社 ? 邁克爾 波特： 《 競爭戰(zhàn)略 》 ，華夏出版社 ? 邁克爾 波特： 《 競爭優(yōu)勢 》 ，華夏出版社 ? 邁克爾 波特： 《 國家競爭優(yōu)勢 》 ，華夏出版社 ? 羅伯特 伯格曼： 《 技術(shù)與創(chuàng)新的戰(zhàn)略管理 》 ，機械工業(yè)出版社 ? 加里 哈默： 《 戰(zhàn)略柔性 》 ，機械工業(yè)出版社 ? 安德魯 坎貝爾： 《 戰(zhàn)略協(xié)同 》 ，機械工業(yè)出版社 7 ? Harvard Business Review ? Strategic Management Journal ? Sloan Management Review ? California Management Review ? Management Science ? Journal of Management ? Academy of Management Journal ? RAND Journal of Economics ? McKinsey Quarterly 8 ? 中國期刊網(wǎng) ? Proquest ? Ebscon ? 國研網(wǎng) ? 中經(jīng)網(wǎng) ? Google and others 9 Session One History, Concept, and Process 10 ? After your graduation, …… ? Suitable for individuals, family, pany, government and other anizations ? 乾隆 ? Tacit or clear strategy (華碩與一江陰民企 ) ? Is strategy useful? 11 Emerge and development of business strategy ? Phase 1: the formation of modern enterprises – 1820s to the beginning of 20th century – No petitive concept? – Car and carriage – Electric light and gas light ? Phase 2: scientific management – Before 1930s – Sellers market, productiondominated – Focusing on cost, efficiency, and product – The theory of Taylor 12 ? Phase 3： Marketing management – 1930s to 1950s – Diversified demand, buyer’s market, petition – Market and customer oriented ? Phase 4： strategic management – After 1960s – Postindustrial society (France) – Value oriented, create market 13 Strategy： basic concept ? Plan（計劃） ? Pattern（模式） ? position（定位） ? Point (觀念 ) ? Policy（計謀） ? Design school ? Planning school ? Positioning school ? Entrepreneur school ? Resources school ?In order to adapt to the external environment, the current and future business activities are strategically decided, covering which kind of business to enter, how to pete and operate and so on. 14 Market structure strategy activity Performance profit 15 Process of strategic management mission External environment Internal environment Strategic analysis Strategic choice 16 Longterm objective General strategy Competitive strategy Yearly objective Competitive strategy Functional strategy policy structure control reform Strategic choice implementation control 17 Levels of business strategies 事業(yè)戰(zhàn)略B u sin e ss S tra te g y事業(yè)部 /戰(zhàn)略經(jīng)營單位 1生產(chǎn)與開發(fā)戰(zhàn)略P O M /R amp。 D財務戰(zhàn)略F in a n cia l營銷戰(zhàn)略M a rke tin g人力資源開發(fā)戰(zhàn)略H u m a n R e so u rce事業(yè)戰(zhàn)略B u sin e ss S tra te g y事業(yè)部 /戰(zhàn)略經(jīng)營單位 2事業(yè)戰(zhàn)略B u sin e ss S tra te g y事業(yè)部 /戰(zhàn)略經(jīng)營單位 3事業(yè)戰(zhàn)略B u sin e ss S tra te g y事業(yè)部 /戰(zhàn)略經(jīng)營單位 4公司戰(zhàn)略C o rp o ra te S tra te g y（公司總部）18 First step: mission ? Main fields of business ? Objectives of these business ? Philosophy of management ? Public image ? Selfassessment ? 一個科技背景的企業(yè)家 19 Mission Compete Develop 20 Profit objective Value objective Managerial objective Social objective 礦區(qū)企業(yè)之差異 21 ? An French engineer in a French pany ? 《 利家與阿松 》 中的前田利家 ? IBM and Microsoft ? The dilemma of innovators What is the key of strategy 22 Choice and balance Value Capture Power by your stage Low High Value Creation by supply chain High/ increasing Low/ decreasing Best 替他人做嫁衣 掙扎 ？ 23 Principal: Manage business ecosystem to achieve optimal balance of value creation and capture Session 2 External Environment The external environment of panies pany General environment Industrial environment General Environment General environment Political economic technological Nature/ international Social/cultural Out of influence of individual anization Economic environment ? Economic environment: development level, economic system, price, labor and etc. of certain country or area ? . – high growth rate of China and the 農(nóng)民問題（創(chuàng)意大賽） – USA, the petrol crisis of 1970s, and the petitiveness of Japan Technological environment ? Usually slowly, but if critical change happens, the influence is widespread and revolutionary. ? . – IBM與大型計算機 – 網(wǎng)上購物（ DELL） – 電視機的未來 Social and cultural environment ? Population, living style and value and so on ? Their influence on strategy is incremental and subtle ? . – 西方文化，東方文化與家庭裝潢 – 日韓影視、游戲產(chǎn)業(yè)對中國的影響 – 夫妻共同工作與嬰幼兒照顧（一個創(chuàng)意） Political and legal environment ? 政權(quán)的穩(wěn)定性 ? International relationship ? 法律、法規(guī)的健全程度（ WEF） – 人治與法治 – 中國的精英選拔機制 – 民選政府與超級女聲 ? In