lecture One

History, Theories, Concept and Process

Emerge and development of strategy management

• Phase 1: the formation of modern enterprises– 1820s to the beginning of 20th century– Competitive concept?

• Phase 2: scientific management (mass production)– Before 1930s– The theory of Taylor, Fayol and Weber

• Phase 3 ： Marketing management (mass sale)– 1930s to 1950s– Market oriented

• Phase 4 ： strategic management– After 1960s

• 1960s: grow up• 1970s: development• 1980s: consideration• 1990s-now: development further

– Value oriented

– Big or small?– Diversification or focus ？– Entrepreneur’s matter ？– Competition or cooperation?

Success based on strategy

Ten Schools of Thought

• The Design School （设计学派） • The Planning School （计划学派） • The Positioning School （定位学派） • The Entrepreneurial School （企业家学派） • The Cognitive School （认识学派） • The Learning School （学习学派） • The Power School （权势学派） • The Cultural School （文化学派） • The Environmental School （环境学派） • The Configuration School （结构学派）

Thoughts of strategy

Planning School

Design school

Positioning School

Entrepreneurial School

Cognitive School

Learning School

Power School

Cultural School

Environmental School

Configuration School

Strategy ： basic concept

perspective

position plan

pattern ploy

• Plan （计划）• Pattern （模式）• position （定位）• perspective( 观

念 )• Poly （计谋）

plan

pattern

perspective

position

ploy

story

• A European manager and a Asian manager meet a bear in the forest. The Asian manager get out a sports shoes from his bag.

• European manager: “you can’t run faster the bear”

• Asian manager: “but I can run faster than you”

Process of strategic management

mission

External environmentInternal environment

Strategic analysis

Strategic choice

Long-term objective

General strategy

Competitive strategy

Yearly objective

Competitive strategy

Functional strategy policy

structure control reform

Strategic choice

implementation

control

Levels of business strategies

ÊÂÒµÕ½ÂÔB u s in ess S tra teg y

ÊÂÒµ² ¿/Õ½ÂÔ¾ Óª µ¥Î »# 1

Éú² úÓ뿪 · ¢Õ½ÂÔP O M /R & D

² ÆÎ ñÕ½ÂÔF in an c ia l

Óª Ï úÕ½ÂÔM arke tin g

ÈËÁ¦ ×ÊÔ ¿ª · ¢Õ½ÂÔH u m an R esou rce

ÊÂÒµÕ½ÂÔB u s in ess S tra teg y

ÊÂÒµ² ¿/Õ½ÂÔ¾ Óª µ¥Î »# 2

ÊÂÒµÕ½ÂÔB u s in ess S tra teg y

ÊÂÒµ² ¿/Õ½ÂÔ¾ Óª µ¥Î »# 3

ÊÂÒµÕ½ÂÔB u s in ess S tra teg y

ÊÂÒµ² ¿/Õ½ÂÔ¾ Óª µ¥Î »# 4

¹ «Ë¾Õ½ÂÔC orp ora te S tra teg y

£¨ ¹ «Ë¾×ܲ ¿£©

Mission of the business

• Main fields of business• Objectives of business• Philosophy of management• Public image• Self-assessment