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ID:50511511
大小:1.06 MB
页数:40页
时间:2020-03-10
《战略管理竞争与全球化Chapter6_Slides.ppt》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、Lecture6Corporate-LevelStrategyHowtocreatevalueforthecorporationasawhole2.Corporate-LevelStrategy(CompanywideStrategy)-lowcost-differentiation-integratedlowcost/differentiation-focusedlowcost-focuseddifferentiationHowtocreatecompetitiveadvantageineachbusin
2、essinwhichthecompanycompetes1.Business-LevelStrategy(CompetitiveStrategy)ADiversifiedCompanyHasTwoLevelsofStrategy1.Whatbusinessesshouldthecorporationbein?2.Howshouldthecorporateofficemanagethearrayofbusinessunits?CorporateStrategyiswhatmakesthecorporatewh
3、oleadduptomorethanthesumofitsbusinessunitpartsKeyQuestionsofCorporateStrategyProductDiversificationProductdiversification,aprimaryformofcorporate-levelstrategies,concernsthescopeofthemarketsandindustriesinwhichthefirmcompetesaswellas“howmanagersbuy,createa
4、ndselldifferentbusinessestomatchskillsandstrengthswithopportunitiespresentedtothefirm.”Successfuldiversificationisexpectedtoreducevariabilityinthefirm’sprofitabilityasearningsaregeneratedfromdifferentbusinesses.LevelsandTypesofDiversificationLowLevelsofDiv
5、ersificationModeratetoHighLevelsofDiversificationVeryHighLevelsofDiversificationRelatedlinked(mixed)<70%ofrevenuesfromdominantbusiness,andonlylimitedlinksexistABCSinglebusiness>95%ofrevenuesfromasinglebusinessunitADominantbusinessBetween70%and95%ofrevenues
6、fromasinglebusinessunitBAUnrelated-DiversifiedBusinessunitsnotcloselyrelatedABC<70%ofrevenuesfromdominantbusiness;allbusinessesshareproduct,technologicalanddistributionlinkagesRelatedconstrainedABCWm.WrigleyJr.Company,theworld’slargestproducerofchewingandb
7、ubblegums,historicallyusedasingle-businessstrategywhileoperatinginrelativelyfewproductmarkets.Wrigley’strademarkchewinggumbrandsincludeSpearmint,Doublemint,andJuicyFruit,althoughthefirmproducesotherproductsaswell.Sugar-freeExtra,whichholdsthelargestshareof
8、theU.S.chewinggummarket,wasintroducedin1984.Alpineisa“throatrelief”gumandin2005remainedtheonlygumofthistypeinthemarket.Example:Wrigleyisbeginningtodiversifyitsproductportfoliotobecomeanimportantplayerinthecon
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