Académique Documents
Professionnel Documents
Culture Documents
Management
An Introduction to Strategy
Learning Outline
2
A definition of strategy
3
Military influences in strategy
4
Academic influences in strategy
1911 Scientific management (Taylor) – Still in place
today (UPS), some consider it micromanaging
HBS requires a class in Business Policy in 1912
Adam Smith’s “invisible hand” (the market) gives way to
Alfred Sloan (GM CEO from 1923-1946) concept of the
“visible hand”—middle manager
Chester Bernard influential book “The Executive” argues
that managers should pay attention to “strategic factors”
Ronald Coase’s 1937 article “why firms exist” (Nobel
Prize in economics) and Joseph Schumpter’s concept of
“disruptive technologies” written in 1942 bring in
organizational economics
Max Weber warns against bureaucratic organizations but
sees a shift toward this way of organizing
5
Recent influences in strategy
6
Why is strategic management
important?
7
Why Strategy?
8
Strategy vs. Strategic
Management
Strategy Strategic
A series of goal- management
Analyze current
directed decisions
and actions situation
Develop
matching an
organization’s appropriate
strategies
skills and
Put strategies into
resources with the
action
opportunities and
Evaluate, modify,
threats in its
or change
environment strategy
9
Strategy vs. Strategic
Management
Strategy involves Strategic
Organization’s management
goals Planning
Goal-oriented
Organizing
action
Related decisions Implementing
10
Basics of Strategic
Management
Four aspects that set strategic
management apart
Interdisciplinary
• Capstone of the Business degree
External focus
• Competition
Internalfocus
Future direction
11
Strategic Management
Process
Analyzing Deciding Putting Evaluating and
Current on Strategies Changing
Situation Strategies in Action Strategies
Situation Strategy Strategy Strategy
Analysis Formulation Implementation Evaluation
Externa
l FunctionalCompetitive
Chapte Chapter
Analysi 3
r2 Chapter 5Chapter 6
s
Interna
l Corporate
Chapter
Analysi 4 Chapter 7
s
12
Strategic Management
Process
Situation Analysis
Scanning & evaluating context
Internal and External environments
Strategy formulation
Functional
Competitive
Corporate strategies
13
Levels of strategy
Corporate
What direction are we going and
what business(es) are we in or do we
want to be in?
Competitive:
How are we going to compete in
our chosen business(es)?
Functional
What resources and capabilities do
we have to support the corporate and
competitive strategies?
14
Strategic Management
Process
Strategy implementation
Process of putting strategies into
action
Consider implementation at each level
Strategy evaluation
Was the strategy effective?
“Close the loop”
15
Who does strategy?
The Role of the Board of Directors
Elected representatives of the company’s stockholders
Legally obligated to represent and protect stockholder’s
The Role of Top Management
Responsible for decisions and action of every employee
Providing effective leadership
Other Organizational Employees
Implement— put the strategies into action and monitor
performance
Evaluate—do the actual evaluations and take necessary
actions
16
The Role of the Board of
Directors
Review and approve strategic goals and plans
Review and approve organization's financial
standards and policies
Approve an organizational philosophy
Monitor organizational performance and
regularly review performance results
Select, evaluate, and compensate top-level
managers
Develop management succession plans
Monitor relations with shareholders and other
key stakeholders
17
Who is on the board of
directors?
Chairman of the board
Chief Executive officer (CEO)
President
Chief Operating officer (COO)
Other C’s
Chief Financial officer
Chief Information officer
Inside board members
Outside board members
18
The Role of Top
Management
Determining
Organizational
Purpose or Vision
Effective
Strategic
Leadership
Developing
Emphasizing Human Capital
Ethical Decisions
and Practices Creating and
Sustaining Strong
Organizational Culture
19
Strategic Management
Principle
Effective strategy-making
begins with a vision of where
the organization needs to
head!
20
Elements of a Strategic Vision
22
Characteristics of a
Mission Statement
Company specific, not generic —so
as to give a company its own identity
A company’s mission is not to
make a profit !
The real mission is always—“What
will we do to make a profit?”
23
Examples of Missions
Microsoft
Corporation
Otis Elevator
28
Communicating the Vision
29
Value of a Well-Conceived
Strategic Vision and Mission
30
Concept of Strategic Intent
31
Lessons about change: Built
to last
Understand why superior companies
are better than peer companies which
are better than most companies
$1 invested in stock market in 1926
yields
• $420 in all other companies
• $960 in peer companies
• $6360 in superior (visionary) companies
32
Who are these companies
Visionary Peer companies
3M Norton
Boeing McDonnell Douglass
GE Westinghouse
IBM
Burroughs
Zenith
Motorola
Melville
Nordstrom
Colgate
P&G Kenwood
Sony Ames
Wal-mart
33
So what did they find?
Great companies had BHAG
Big Hairy Audacious Goals
What ever your values are “stick with
it”
Deal with the AND, not the OR
34
Characteristics of Strategic
Intent
35
Example of BHAG
General Electric
• All businesses are held to a standard of
being #1 or #2 in their industries as well
as achieving good business results
John F. Kennedy
• Put a man on the moon and return safely
by the end of the decade
36
Crafting a Strategy
An organization’s strategy deals with
How to make the strategic vision a reality
and achieve target objectives
The game plan for
• Pleasing customers
• Conducting operations
• Building a sustainable competitive advantage
37
Take Aways
Strategy has become more important
• Information, technology, globalization
Key ideas in the strategy making process
Mission (who are we)
Vision (where do we want to go)
Strategic intent / BHAG (major goal)
Strategy (specific plan at different levels)
Ethics (code of conduct or values)
Next week
Read Airline Simulation Book (1-35)
Bring Laptop
39