戰(zhàn)略經(jīng)濟(jì)學(xué)一

戰(zhàn)略經(jīng)濟(jì)學(xué)參考教材《戰(zhàn)略經(jīng)濟(jì)學(xué)》，Besanko,Dranove,ShanleyandSchaefer,中國人民大學(xué)出版社本章文獻(xiàn)Teece,Economicanalysisandstrategicmanagement，1984,CaliforniaManagementReviewMintzberg,1987,THESTRATEGYCONCEPTI:FIVEPsFORSTRATEGY,CaliforniaManagementReview導(dǎo)言：戰(zhàn)略與經(jīng)濟(jì)學(xué)本章結(jié)構(gòu)：一、從戰(zhàn)略的定義看與經(jīng)濟(jì)學(xué)的關(guān)系二、戰(zhàn)略管理的發(fā)展歷程與經(jīng)濟(jì)學(xué)三、從現(xiàn)代企業(yè)的演進(jìn)理解經(jīng)濟(jì)學(xué)的邊際原理從一個案例來理解戰(zhàn)略的定義什么是戰(zhàn)略strategyis“thedeterminationofthebasiclong-termgoalsandobjectivesofanenterprise,andtheadoptionofcoursesofactionandtheallocationofresourcesnecessaryforcarryingoutthegoals——錢德勒Thepatternofobjectives,purposesorgoals,andthemajorpoliciesandplansforachievingthesegoals,statedinsuchawayastodefinewhatbusinessthecompanyisinorshouldbeinandthekindofcompanyitisorshouldbe——Andrews，1971Competitivestrategyisaboutbeingdifferent.Itmeansdeliberatelychoosingadifferentsetofactivitiestodeliverauniquemixofvalue.

波特，1996一個綜合的定義：5PPlanPloyPatternPositionPerspectiveplan戰(zhàn)略略是是有有意意識識的的、、有有企企圖圖的的行行為為過過程程，，應(yīng)應(yīng)對對環(huán)環(huán)境境的的行行動動指指南南事先先有有意意識識地地確確定定ploy行動動策策略略兵者者，，詭詭道道也也。。故故能能而而示示之之不不能能，，用用而而示示之之不不用用，，近近而而示示之之遠(yuǎn)遠(yuǎn)，，遠(yuǎn)遠(yuǎn)而而示示之之近近。。利利而而誘誘之之，，亂亂而而取取之之，，實實而而備備之之，，強(qiáng)強(qiáng)而而避避之之，，怒怒而而擾擾之之，，卑卑而而驕驕之之，，佚佚而而勞勞之之，，親親而而離離之之。。攻攻其其無無備備，，出出其其不不意意。。發(fā)展展：：敵敵進(jìn)進(jìn)我我退退，，敵敵駐駐我我擾擾，，敵敵疲疲我我打打，，敵敵退退我我追追。。Pattern可以以是是理理性性的的意意圖圖的的，，也也可可以以是是在在一一系系列列決決策策中中自自然然而而然然產(chǎn)產(chǎn)生生的的，，它它作作為為一一種種事事后后體體會會和和總總結(jié)結(jié)成成的的模模式式而而被被追追認(rèn)認(rèn)和和存存在在。。表示示不不管管是是否否意意識識到到，，一一致致性性的的行行為為或或者者說說在在決決策策序序列列中中展展示示的的一一致致性性。。PatternPosition相對對于于競競爭爭對對手手的的定定位位揭示示企企業(yè)業(yè)所所選選定定的的經(jīng)經(jīng)營營范范圍圍、、產(chǎn)產(chǎn)品品與與市市場場組組合合以以及及獨獨特特的的競競爭爭優(yōu)優(yōu)勢勢案例例：：新新東東方方的的初初始始定定位位Perspective企業(yè)業(yè)的的人人格格特特點點通過過主主導(dǎo)導(dǎo)的的和和共共享享的的價價值值體體系系和和管管理理邏邏輯輯來來感感知知世世界界。。戰(zhàn)略略不不是是一一個個真真實實有有形形的的物物理理存存在在，，而而是是一一種種概概念念，，一一種種概概念念化化的的存存在在，，作作為為通通過過某某種種想想像像力力虛虛構(gòu)構(gòu)而而成成的的記記憶憶，，儲儲存存于于相相關(guān)關(guān)人人士士的的腦腦海海里里。。戰(zhàn)略略定定義義與與經(jīng)經(jīng)濟(jì)濟(jì)學(xué)學(xué)的的關(guān)關(guān)系系經(jīng)濟(jì)濟(jì)學(xué)學(xué)的的要要義義：：資源源稀稀缺缺、、選選擇擇、、最最大大化化二、、戰(zhàn)戰(zhàn)略略管管理理的的發(fā)發(fā)展展歷歷程程與與經(jīng)經(jīng)濟(jì)濟(jì)學(xué)學(xué)專題/時間1960196519701975198019851990199520002005戰(zhàn)略分析企業(yè)政策（勒尼德等，1965幻燈片21）產(chǎn)業(yè)結(jié)構(gòu)分析（波特，1980）資源本位企業(yè)觀（沃納菲爾特，1984）資源本位企業(yè)觀（巴尼，1991）動態(tài)能力（提斯等，1997）困境與出路（克里斯坦森2004）公司層戰(zhàn)略戰(zhàn)略與結(jié)構(gòu)（小錢德勒，1962）公司戰(zhàn)略（安索夫，1965）多樣化戰(zhàn)略（魯梅爾特，1974，《戰(zhàn)略、結(jié)構(gòu)與經(jīng)濟(jì)績效》，相關(guān)化）核心競爭力（普拉哈拉德和哈梅爾，1990）業(yè)務(wù)層戰(zhàn)略市場營銷戰(zhàn)略對利潤率的影響（巴澤爾等，1975）基本戰(zhàn)略分類法（邁爾斯和斯諾。1978《組織戰(zhàn)略、結(jié)構(gòu)和過程》）超級競爭（達(dá)文尼，1994）競合（布蘭登伯格和納爾巴夫，1996）藍(lán)海戰(zhàn)略（金誠和莫博涅，2005）專題/時間1960196519701975198019851990199520002005對戰(zhàn)略過程的研究以及對高層管理團(tuán)隊的研究自生戰(zhàn)略（明茨伯格，1978）邏輯漸進(jìn)主義（奎恩，1980）高層管理團(tuán)隊（漢布里克與梅森，1984）知識本位企業(yè)觀（格蘭特，1996）商務(wù)暢銷書市場上有關(guān)戰(zhàn)略管理的論著管理的實踐（彼得格魯克，1954）經(jīng)驗曲線效應(yīng)（波士頓咨詢公司，1972）亨德森論管理戰(zhàn)略（亨德森，1979）追求卓越（彼得斯和沃特曼，1982）像戰(zhàn)略家一樣思考（大前研一，1982）競爭的死亡：商務(wù)生態(tài)系統(tǒng)學(xué)說（摩爾，1996）基業(yè)長青（柯林斯和波勒斯，1996）執(zhí)行（拉里博西迪、拉姆查蘭，2002）公司進(jìn)化論（摩爾，2007）(1)marketopportunity;(2)firmcompetenceandresources;(3)managers’’personalvaluesandaspirations;and(4)obligationstosegmentsofsocietyotherthanthestockholdersLearnedetal.,1965BusinessPolicy:TextandCase(rev.ed.).Homewood,IL:RichardD.Irwin.為什什么么用用經(jīng)經(jīng)濟(jì)濟(jì)學(xué)學(xué)研研究究戰(zhàn)戰(zhàn)略略《追求求卓卓越越》（彼彼得得斯斯和和沃沃特特曼曼，，1982）采取取行行動動；；接接近近顧顧客客；；自自主主和和創(chuàng)創(chuàng)業(yè)業(yè)精精神神；；以以人人為為本本；；親親身身實實踐踐、、價價值值驅(qū)驅(qū)動動；；堅堅持持本本業(yè)業(yè)；；組組織織單單純純、、人人事事精精簡簡；；寬寬嚴(yán)嚴(yán)并并濟(jì)濟(jì)八八個個特特征征基業(yè)業(yè)長長青青（（柯柯林林斯斯，，1996）造鐘鐘，，不不是是報報時時；；利利潤潤之之上上的的追追求求；；保保存存核核心心，，刺刺激激進(jìn)進(jìn)步步；；膽膽大大包包天天的的目目標(biāo)標(biāo)；；教教派派般般的的文文化化；；擇擇強(qiáng)強(qiáng)汰汰弱弱的的進(jìn)進(jìn)化化；；自自家家長長成成的的經(jīng)經(jīng)理理人人；；永永遠(yuǎn)遠(yuǎn)不不夠夠好好；；協(xié)協(xié)調(diào)調(diào)一一致致《從優(yōu)優(yōu)秀秀到到卓卓越越》，（（柯柯林林斯斯，，2001）商業(yè)業(yè)分分析析方方法法的的問問題題經(jīng)濟(jì)濟(jì)學(xué)學(xué)強(qiáng)強(qiáng)調(diào)調(diào)解解釋釋規(guī)規(guī)律律，，并并強(qiáng)強(qiáng)調(diào)調(diào)適適用用條條件件抽象象力力的的重重要要性性，，考考慮慮任任何何原原則則的的適適用用條條件件戰(zhàn)略略的的框框架架企業(yè)業(yè)邊邊界界市場場與與競競爭爭分分析析戰(zhàn)略定位及其其動態(tài)調(diào)整內(nèi)部組織三、從現(xiàn)代企企業(yè)的演進(jìn)理理解經(jīng)濟(jì)學(xué)的的邊際原理經(jīng)濟(jì)學(xué)的邊際際原則交易成本的問問題1840,1910andTodayTheyears1840,1910and2003representwidelydisparatebusinessconditionsAhistoricalanalysisofbusinessconditionsillustratesthedurabilityoffundamentaleconomicprinciplesbehindbusinessstrategyConditionsofBusinessin1840:lifewithoutaModerninfrastructureInfrastructurein1840Infrastructureintransportation,communicationandfinancewerepoorlydevelopedin1840PoorinfrastructurewasbehindthedominanceofsmallfamilyfirmsinthatperiodTransportationin1840Thoughrailroadshadbeguntoreplacehorseandwagonfortransportationofgoods,nationalrailwaynetworkhadnotyetarrivedWaterwaysusedforlongdistancetransportationwasstillininitialstagesofdevelopmentWithpoortransportation,producerswerelimitedtolocalmarketsCommunicationin1840缺乏基礎(chǔ)的通通信手段致使使無法設(shè)置分分支機(jī)構(gòu)。影影響鐵路的運運營時刻，從從而阻礙了遠(yuǎn)遠(yuǎn)距離商品傳傳送Postalservicewhichwasthedominantmodeoflongdistancecommunicationstillreliedonthehorse郵費昂貴，且且郵遞的速度度取決于天氣氣，以致于重重要郵件自己己傳遞TelegraphwasstillinanearlystageandwasveryexpensivetouseFinancein1840MostbusinesseswerepartnershipsandtheyfounditdifficulttoobtainlongtermdebtSharesofstockwerenoteasilytradedandcostofcapitalwashighNoinstitutionalmechanismexistedforhandlingbusinessriskFuturestrading第一個期貨市市場1858年在芝加哥成成立ProductionTechnologyin1840MostfactoriesusedcenturyoldmethodsofproductionUseofstandardizedparts(prevalentinclocksandgunsthen)wasjustbeginningFactoriesoperatedonthebasisofinternalcontractswithsupervisorsleasingspace,hiringworkersandproducingthegoodsGovernmentin1840GovernmentwasinvolvedinlargeinfrastructureinvestmentssuchascanalsandrailroadsGovernmentalsoresolvedcommercialdisputesandsettherulesofthegameforthebusinesses制訂標(biāo)準(zhǔn)（例例如時間標(biāo)準(zhǔn)準(zhǔn)）DoingBusinessin1840NumerousintermediariesFarmerstofactorstobrokersagentstobuyersSubstantialpriceriskforparticipantsBusinessin1840TechnologylimitedproductiontotraditionallevelsWithouttransportationinfrastructureandaccesstolargemarkets,massproductiontechnologieswouldnothavebeenusefulBusinessin1840Withoutcommunicationinfrastructure,informationonprices,sellersandbuyerswerenotreadilyavailableGiventhetremendousrisk,bankswereunwillingtofinancebusinessexpansionUndertheseconditions,businessesweresmallandinformallyorganizedTheworldof1910BusinessConditionsin1910Massproductiontechnologiesmadepossiblehighvolumelowcostmanufactureofgoods(大規(guī)模模生產(chǎn)產(chǎn)過程程、流流水線線、打打字機(jī)機(jī)、復(fù)復(fù)寫紙紙、加加法機(jī)機(jī)、垂垂直報報告系系統(tǒng)等等的出出現(xiàn))RailroadsdominatedtransportationandallowedmassdistributorstoreachwidelyscatteredcustomersTelegraphandtelephonesgreatlyimprovedlongdistancecommunicationsFinancein1910SecuritiesmarketstradedsharesoflargeindustrialfirmsCreditbureausmadecreditinformationeasilyaccessiblePublicdisclosureofaccountinginformationwasinvogueGovernmentin1910Governmentregulationextendedtosuchareasascorporatelaw,antitrustandworkersafetyIncreasedregulationforcedmanagerstocollectalotofdataoninternaloperationsMandatorysecondaryschoolingprovidedthelaborforceneededbylargebureaucraticorganizationsBusinessin1910Expandedinfrastructureallowedfirmstoexpandtheirmarkets,productlinesandproductionscaleNewtechnologiesallowedhighvolumestandardizedproductionGrowthoffinancialinfrastructuremadelargescalefirmsviable運輸、、通訊訊和金金融機(jī)機(jī)構(gòu)占占了美美國經(jīng)經(jīng)濟(jì)的的1/3大型企企業(yè)占占據(jù)主主導(dǎo)地地位企業(yè)采采取橫橫向一一體化化與縱縱向一一體化化的方方式，，大企企業(yè)出出現(xiàn)批量生生產(chǎn)技技術(shù)的的出現(xiàn)現(xiàn)——渠道的的需求求（容容易收收到渠渠道的的影響響）——縱向一一體化化多部門門制或或者M(jìn)型企業(yè)業(yè)的出出現(xiàn)職業(yè)管管理階階層的的需要要、科科學(xué)管管理、、層級級體系系制度度閱讀捕捕鯨業(yè)業(yè)的例例子TheworldtodayTransportationInfrastructureTodayAir,railandgroundtransportationhavebecomebettercoordinated（containers）CitieslikeAtlantahavegrownrelyingonairtransportinspiteofpoorrailandwaterconnectionsCommunicationsTelecommunicationtechnologymadeinstantaneoustransmissionofdatapossibleandcreatedglobalmarketsforsomeproductsandservicesCoordinationofactivitieshasbecomeeasierwithmoderncomputerandcommunicationtechnologies廣播和和電視視的發(fā)發(fā)展使使得企企業(yè)可可以進(jìn)進(jìn)行廣廣告、、商標(biāo)標(biāo)等宣宣傳FinanceCapitalmarketsandfinancialinstitutionshavebecomemoreactiveinevaluatingfirmperformanceGlobalizationoffinancialmarketsmademanymergersandacquisitions(suchasDaimler-Chrysler,Sony-Columbia)possibleFinanceFinancialaccountingdevelopedtocopewiththecomplexitiesofmulti-divisionalfirmsGreatertransparencyinfinancialreporting(Sarbanes-Oxley)ProductionTechnologiesModerntechnologiessuchasCAD/CAMhavemadelowcosttailor-madeproductionfeasibleUseofnewtechnologiesoftenmeansreorganizingthefirmaroundthesetechnologiesGovernmentInsomeareastraditionalregulationhasbeenrelaxed(deregulationofairlines,trucking,financialservices)Regulationhasincreasedinotherareas(healthcare,workplacesafety,discrimination,environmentalprotection)GovernmentGovernmentsupportforbasicresearchandcommercializationofR&DprojectsIntergovernmentaltreatiesandagreementscreateregionalfreetradezonesBusinessTodayStrategiesthatwereeffectivewhencompetitionwasessentiallydomesticdonotworkwellingloballycompetitivetimesInternalstructureoffirmshavebeenchanging,withfirmsfocussingontheircorebusinessesandleavingtheresttospecialistsTraditionalhierarchieswithinorganizationshavebeenweakeningBusinessToday