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1、MAPPworkingpaperno4October1992ISSN09072101TheConceptofKeySuccessFactors:TheoryandMethodKlausG.GrunertCharlotteEllegaardProjectno15ExecutiveSummary1.Thetermkeysuccessfactorscanbeusedinfourdifferentways:a)asanecessaryingre-dientinamanagementinformationsystem,b)asauniquecharacte
2、risticofacompany,c)asaheuristictoolformanagerstosharpentheirthinking,d)asadescriptionofthemajorskillsandresourcesrequiredtobesuccessfulinagivenmarket.Weadoptthelastview.2.Theactualkeysuccessfactorsonamarket,andthosekeysuccessfactorsperceivedbydecision-makersincompaniesoperati
3、nginthemarket,willbedifferent.Anumberofpsycho-logicalmechanismsresultinmisperceptionsofthecausesofsuccessonamarket.Boththeactualkeysuccessfactorsonamarket,andthewaytheyareperceivedbydecision-makers,areamenabletoscientificanalysis.Suchananalysiscanimproveperformanceofdecision-
4、makersonthatmarket.3.Themajorimmediatecausesofsuccessonanymarketarethevalueperceivedbycustomersinabusiness'sproducts,andthecosts(relativetocompetitors)incurredinproducingthisvalue.Howgoodabusinessisincreatingcustomervalueatlowcostswilldependonskillsandresourcesofthecompany.We
5、thereforedefineakeysuccessfactorasaskillorresourcethatabusinesscaninvestin,which,onthemarketthebusinessisoperatingon,explainsamajorpartoftheobservabledifferencesinperceivedvalueand/orrelativecosts.4.Keysuccessfactorsdifferfromcoreskillsandresources,whichareprerequisitesforbei
6、ngonamarket,butdonotexplaindifferencesinvaluecreatedandcostsincurred.Theyalsodif-ferfromslackskillsandresources,whichneitherexplaindifferencesinvaluecreatedandcostsincurred,nordotheyformprerequisitesforbeingonamarket.5.Keysuccessfactorsdifferintheirchangeability,i.e.,inthedeg
7、reetowhichcompetitorscanemulatethem.Theyalsodifferinwhethertheyareconjunctiveorcompensatory.Conjunctivekeysuccessfactorsarenecessaryconditionsforsuperiorperformance.Compensatorykeysuccessfactorsopenupforchoicesofareasofexcellenceandhencefortheformationofstra-tegicgroups.6.Per
8、ceivedkeysuccessfactorscanbemeasuredbysemi-structuredinterviewswithb
