整理自Porter 的文章

《整理自Porter 的文章》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、MichaelE.PorterHarvardBusinessReview,1987FromCompetitiveAdvantageToCorporateStrategy授課教師：朱文儀CorporateStrategy:DarlingorStepchild?Studyonthediversificationstrategyof33leadingU.S.firms,1950-1986.Eachfirmonaverageentered80newindustries:70%arebyacquisitions,22%start-up

2、,8%jointventures.CorporateStrategy:DarlingorStepchild?Aretheysuccessful?-divestmentrate:divestmorethan60%(unrelated74%!)-6firmsbeentakenoverbeforestudycompletedBenefitWho?Onlythelawyers,investmentbanks,andoriginalsellers,nottheshareholders.ThreePremisesofCorporateSt

3、rategyAnysuccessfulcorporatestrategybuildsonanumberofpremises.Thesearefactsoflifeaboutdiversification:Competitionoccursatthebusinessunitlevel.Diversificationinevitablyaddscostsandconstrainstobusinessunits.Shareholderscanreadilydiversifythemselves.ThreeEssentialTests

4、TheAttractivenessTestTheCost-Of-EntryTestTheBetter-OffTestsPorter’sFiveForcesModelSUPPLIERSPOTENTIALENTRANTSSUBSTITUTESBUYERSINDUSTRYCOMPETITORSRivalryamongexistingfirmsBargainingpowerofsuppliersBargainingpowerofbuyersThreatofnewentrantsThreatofsubstitutesPassingThe

5、EssentialTestsTheattractivenesstestIndustrywhichhasattractivestructureisprofitable.Companymustbeabletorestructuretheindustry,makeitmoreattractive.Thecost-of-entrytestMoreattractive,moreexpensiveitistogetinto.Companymustbesurethecostofentrynottocapitalizeallthefuture

6、profits.Thebetter-offtestThecorporationandnewbusinessgainmutually.CompanyshouldbeleteitherthenewunitgainCAfromitslinkswiththecorporationorviceversa.FourConceptsofCorporateStrategy1.PortfolioManagement2.Restructuring3.TransferringSkills4.SharingActivitiesHIGHPortfoli

7、oPlanningModels:BCGGrowth-ShareMatrixLOWLOWAnnualrealrateofmarketgrowth(%)RelativemarketshareEarnings:highstableCashflow:highstableStrategy:milkEarnings:low,unstableCashflow:neutralornegativeStrategy:divestEarnings:highstable,growingCashflow:neutralStrategy:investf

8、orgrowthEarnings:low,unstable,growingCashflow:negativeStrategy:analyzetodeterminewhetherbusinesscanbegrownintoastar,orwilldegenerateintoad