战略经济学(四)演示教学.ppt

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1、战略经济学(四)VerticalBoundariesoftheFirmWhichstepsoftheverticalchainaretobeperformedinsidethefirm?Whichstepsoftheverticalchaintobeout-sourced?Choicebetweenthe“invisiblehand”ofthemarketandthe“visiblehand”oftheorganization(MakeorBuy)VerticallyIntegratedFirmsInaverticallyintegratedfirm,manyofthestepsi

2、ntheverticalchainareperformedin-house.Example:UIBESomefirmschoosetooutsourcemanyoftheverticalchaintasksandbecomeverticallydisintegrated.Example:NikeMakeversusBuyDecisiondependsonthecostsandbenefitsofusingthemarketasopposedtoperformingthetaskin-houseOutsidespecialistsmayperformataskbetterthanth

3、efirmcanIntermediatesolutionsarepossible(Examples:Strategicallianceswithsuppliers,Jointventures)上游下游SupportServicesAccountingFinanceLegalSupportMarketingPlanningHumanResourceManagementSupportServicesSupportservicescanbemajorsourcesofvaluecreationUPS–LogisticsToyota–HumanResourceManagerNike-Mar

4、ketingDefiningBoundariesFirmsneedtodefinetheirverticalboundariesConsiderationsEconomiesofscaleachievedbymarketfirmsValueofmarketdisciplineEaseofcoordinationofproductionflowsin-houseTransactionscostswhendealingwithmarketfirmsSomeMake-or-BuyFallaciesFirmshouldmakeratherthanbuyassetsthatprovideco

5、mpetitiveadvantagesOutsourcinganactivityeliminatesthecostofthatactivityBackwardintegrationcapturestheprofitmarginofthesupplierBackwardintegrationinsuresagainsttheriskofhighinputpricesItmakessensetotieupthedistributionchannelinordertodenyaccesstotherivalsReasonstoBuyratherthanMakeMarketfirms(ou

6、tsidespecialists)mayhavepatents/proprietaryinformationthatmakeslowcostproductionpossibleMarketfirmscanachieveeconomiesofscalethatin-houseunitscannotMarketfirmsaresubjecttomarketdiscipline,whereasin-houseunitsmaybeabletohidetheirinefficienciesbehindoverallcorporatesuccess(Agencyandinfluencecost

7、s)EconomiesofScaleMake-or-BuyinInsuranceBuyinginsuranceutilizeseconomiesofscaleavailabletoinsurersLargefirmswithsufficientcapitalcan“self-insure”案例：Self-InsurancebyBritishPetroleumBPself-insureslargelossesbutbuysinsuranceforsmalllossesW