Porter：What is Strategy .pdf

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1、HBRFROMTHEHARVARDBUSINESSREVIEWOnPointARTICLERivalscaneasilycopyWhatIsStrategy?yourimprovementsbyMichaelE.Porterinqualityandefficiency.Buttheyshouldn’tbeabletocopyyourstrategicpositioning—whatdistinguishesyourcompanyfromalltherest.Newsectionstoguideyouthrou

2、ghthearticle:•TheIdeainBrief•TheIdeaatWork•ExploringFurther...PRODUCTNUMBER4134THEIDEAINBRIEFWhatIsStrategy?Tmyriadactivitiesthatgointocreating,givencost,giventhebestavailabletechnology,producing,selling,anddeliveringaproductorskills,andmanagementtechniqu

3、es—shiftsout-servicearethebasicunitsofcompetitiveadvan-ward,loweringcostsandimprovingvalueatthetage.Operationaleffectivenessmeansperform-sametime.Suchcompetitionproducesabsoluteingtheseactivitiesbetter—thatis,faster,orimprovementinoperationaleffectiveness,b

4、utwithfewerinputsanddefects—thanrivals.relativeimprovementfornoone.AndthemoreCompaniescanreapenormousadvantagesfrombenchmarkingthatcompaniesdo,themoreoperationaleffectiveness,asJapanesefirmscompetitiveconvergenceyouhave—thatis,demonstratedinthe1970sand1980s

5、withsuchthemoreindistinguishablecompaniesarepracticesastotalqualitymanagementandcon-fromoneanother.tinuousimprovement.Butfromacompetitivestandpoint,theproblemwithoperationalStrategicpositioningattemptstoachievesus-effectivenessisthatbestpracticesareeasilyta

6、inablecompetitiveadvantagebypreservingemulated.Asallcompetitorsinanindustrywhatisdistinctiveaboutacompany.Itmeansadoptthem,theproductivityfrontier—theperformingdifferentactivitiesfromrivals,ormaximumvalueacompanycandeliverataperformingsimilaractivitiesindif

7、ferentways.THEIDEAATWORKTkeyprinciplesunderliestrategicbrandsrepresentedafailuretomakepositioning.difficulttrade-offs:theboostinrevenuescameattheexpenseofreturnonsales.1.Strategyisthecreationofauniqueandvaluableposition,involvingadifferentset3.Strategyi

8、nvolvescreating“fit”amongaofactivities.Strategicpositionemergescompany’sactivities.Fithastodowiththefromthreedistinctsources:waysacompany’sactivitiesinteractandreinforceoneanother.Forexample,Van-•servi