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1、MasteringBalance:HowTOMEETANDBEATASTRONGEROPPONENTDavidB.YoffieMaryKwakanycompaniesgetofftoafaststartwhenenteringanewmarket.Byexploitinginnovationandspeed,newcomerscanoftengrabMsharebeforemoreestablishedcompetitorsfigureouthowtorespond.However,therealtestofac
2、hallenger'smettlecomesoncemarketleadersstarttofightback.That'satestthatmanystrongstartersfail.Manycompaniesfalteroncetheyfindthemselvesunderattack.Somestrikeoutwildly,losingtheirfocusastheyracefrommovetomove.Othersgetdraggedintogrindingwarsofattritionandbecom
3、eobsessedwithcounteringarivaltit-for-tat.Bothresponsescanquicklyexhaustacompany'sresources,turn-ingearlyvictoryintopainfuldefeat.Successfulchallengers,bycontrast,havelearnedtomaintaintheirbal-ancewhileengagingwithpowerfulopponents.Ratherthangetthrownonthedefe
4、nsive,theyretaintheinitiative,shapingthecompetitioninwaysthatmakeiteasierforthemtowin.Thisisoneofthecentrallessonsofanapproachtocompetitionthatwecalljudostrategy:anycompanycancompetemoreeffectivelywithlargerorstrongercompetitorsbymasteringtheconceptofbalancei
5、nthefaceofattack.Thisholdstrueforbothold-andnew-economycompetitors.Whilemanyofourexamplesinthisarticlecomefromhightechnology,wherejudo-likeskillsareinhighdemand,wealsoapplytheframeworktomorematureindustries,whereslow-movinggiantscanbeidealtargetsfornimblejudo
6、strategists.Thisarticleisadaptedfnamtheauthors'book,JudoStfDtegy:TurningVourCompeOtors'Sirengtf)toYourAdvantage(HarvardBusinessSchoolPress,2001),CALIFORNIAMANAGEMENTREVIEWVOL44,NO.2V^INTER2002MasteringBalance:HowtoMeetandBeataStrongerOpponentWhatIsJudoStrateg
7、y?Judostrategyisanapproachtocompetitionthatemphasizesskill,ratherthansizeorstrength.Judostrategistsavoidhead-to-headstrugglesandothertrialsofstrength,whichtheyarelikelytolose.Instead,byrelyingonspeed,agility,andcreativethinking,theydevelopstrategiesthatmakeit
8、difficultforstrongerrivalstocompete.Bymasteringthisapproach,companiescanlearntobeatopponentswhohavesize,strength,andhistoryontheirside.Indevelopingthisframework,wewereinspiredbytheworkoft
