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反馈
远景和 使命陈述
环境分析
战略选择
战术选择
配置资源
业绩度 量与评价
战略性计划
战术性计划
从战略性计划到战术性计划
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一、远景和使命陈述 (Vision & Mission Statement)
• “我们想成为什么和我们的使命是什么？” • 远景和使命陈述应该生动活泼、言简意
to anything; • hard work and continuous self-improvement.
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Sony:
• elevation of Japanese culture and national status;
• being a pioneer, not following others, doing the impossible;
detail; • preservation and control of the Disney
magic.
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Core Purpose
• Core purpose is a raison d’être, not a goal or business strategy.
• All effective purpose reflects people’s idealistic motivations for doing the company’s work.
• Core ideology defines the enduring character of an organization——a consistent identity that transcends product or market life cycles, technological breakthroughs, management fads, and individual leaders.
• Core ideology provides the glue that holds an organization together through time.
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Core Values
• core values are the essential and enduring tenets of an organization.
骇、易于记诵，且富有意义和鼓舞性。
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• 雇员和管理者共同为公司制订和修改远 景目标反映了他们对自己未来的憧憬。
• 共同的远景和使命可以使人们精神从单 调的日常操作中得到升华，使人们不停 地受到激励。
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James C. Collins and Jerry I. Porras (1996) “Building Your Company’s Vision” Harvard Business Review, SeptemberOctober, pp.65-77.
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Core Ideology ●Core Values ●Core Purpose
Envisioned Future ●10-to-30-year BHAG ●Vivid Description
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Articulating a Vision
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1. Core Ideology
Lecture 01 战略分析
• 某公司战略研究 • 一、远景和使命陈述 • 二、环境研究 • 三．核心能力研究 • 四、战略选择 • 五、战略实施
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Go to lecture 07
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• 战略性计划是指应用于整体组织的，为 组织未来较长时期(通常为5年以上)设立 总体目标和寻求组织在环境中的地位的 计划。
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Philip Morris: • the right to freedom of choice; • winning-beating others in a good fight; • encouraging individual initiative; • opportunity based on merit; no one is entitled
• encouraging individual ability and creativity.
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Walt Disney:
• no cynicism; • nurturing and promulgation of
“wholesome American values”; • creativity, dreams, and imagination; • fanatical attention to consistency and
• They require no external justification, they have intrinsic value and importance to those inside the organ
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Core Values are a company’s essential tenets Merck: • corporate social responsibility; • unequivocal excellence in all aspects of the company; • science-based innovation; • honesty and integrity; • profit, but profit from work that benefits humanity.
• 战略性计划的任务不在于看清企业目前 是什么样子，而在于看清企业将来会成 为什么样子。
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“一个企业不是由它的名字、 章程和公司条例来定义，而是 由它的任务来定义的。企业只 有具备了明确的任务和目的， 才可能制定明确和现实的企业 目标。” (Peter F. Drucker)