竞争能力：企业策略新规则

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1、CompetingonCapabilities:TheNewRulesofCorporateStrategybyGeorgeStalk,PhilipEvans,andLawrenceE.ShulmanInthe1980s,companiesdiscoveredtimeasanewsourceofcompetitiveadvantage・Inthe1990s,theywilllearnthattimeisjustonepieceofamorefar-reachingtransformationinthelogicofcompetition.Companies

2、thatcompeteeffectivelyontime一speedingnewproductstomarket,manufacturingjustintime,orrespondingpromptlytocustomercomplaints・tendtobegoodatotherthingsaswell:forinstance,theconsistencyoftheirproductquality,theacuityoftheirinsightintoevolvingcustomerneeds,theabilitytoexploitemergingmar

3、kets,enternewbusinesses,orgeneratenewideasandincorporatethemininnovations.Butallthesequalitiesarcmerereflectionsofamorefundamentalcharacteristic:anewconceptionofcoiporatestrategythatwecall'"capabilities-basedcompetition/1Foraglimpseofthenewworldofcapabilities・basedcompetition,co

4、nsidertheastonishingreversaloffonunesrepresentedbyKmartandWal-Mart：In1979,Kmartwaskingofthediscountretailingindustry,anindustryithadvirtuallycreated.Withb891storesandaveragerevenuesperstoreofS7.25Fillion,Kmartenjoyedenormoussizeadvantages.Thisallowedeconomiesofscaleinpurchasing,di

5、s・tribution,andmarketingthat,accordingtojustaboutanymanagementtextbook,arecrucialtocompetitivesuccessinamatureandlow-growthin・dustry.Bycontrast,Wal-Martwasasmallnichere・tailerintheSouthwithonly229storesandaveragerevenuesabouthalfofthoseofKmartstores-hardlyaseriouscompetitor.Andyet

6、,onlytenyearslater,Wal-Marthadtransformeditselfandthediscountretailingindustry.Growingnearly25%ayear,thecompanyachievedthehighestsalespersquarefoot,inventoryturns,andoperatingprofitofanydiscountretailer.Its1989pretaxreturnonsaleswas8%,nearlydoublethatofKmart.TodayWal-Martisthelar

7、gestandhighestprofitretailerintheworld-aperformancethathastrans・:latedintoa32%returnonequityandamarketGeorgeStalk.PhilipEvans,andLawrenceE.ShulmanarevicepresidentsattheBostonConsultingGroup・Stalk'sfirstHBRarticle."Time-TheNextSourceofCom・petitiveAdvantage"(luly-Au^ust1988).wonthe1

8、988McKinseyAward.57競爭能力:企業策略新規則Ge