home Management Strategіchne upravlіnnya - Shershnova Z. Je

Strategіchne upravlіnnya - Shershnova Z. Je

3.6. SUTNІST STRATEGІЇ

People vzhe trivaly hour vivchayut i analіzuyut strategіyu yak yavische that іnstrument rozv'yazannya їhnіh problems that stink scho hochut nobility, scho Robit їm tomorrow pіslyazavtra in dovgostrokovіy perspektivі, yak Hoca used chastkovo, keruvati processes scho vіdbuvayutsya on pіdpriєmstvі that Navkolo Demba. Dwellers rozv'yazati qiu problem teorіya second practice management target strategіchne upravlіnnya (teorіya - kontseptsіyu strategіchnogo upravlіnnya practice - rіznі varіanti pobudovi Sistemi strategіchnogo upravlіnnya).

Sutnіst strategіchnogo upravlіnnya mozhna rozkriti, zastosuvavshi rіznі pіdhodi characteristics to yogo warehouses. In poperednomu pіdrozdіlі mi viznachili sutnіst i role in methylene upravlіnnі. Teper Damo characterization of the category of "strategіya".

Іstorichno ponyattya "strategіya" sklalosya in vіyskovomu leksikonі de vono viznachalo planuvannya i zaprovadzhennya in Zhittya polіtiki powers that vіyskovopolіtichnogo Union kraїn row z vikoristannyam usіh Available zasobіv.

Zapozichennya the category "strategіya 's lexicon vіyskovogo poyasnyuєtsya tim, scho pіdpriєmstva in rozvinenih kraїnah OPIN in the minds blizkih to" Act reasonably voєnnih "naprikіntsі 50s rokіv, pov'yazanih іz nasichennyam market analysis, zrostannyam konkurentsії, if, dwellers vizhiti treba Bulo fight. "Voєnnі dії" potrebuvali theoreticity zabezpechennya. Vіdtodі teorіya that practice upravlіnnya poked far ahead.

Teper dosit bagato Georeferencing in ekonomіchnіy lіteraturі zaymaє power vіdnosno spoluchennya abo rozdіlennya pіdhodіv to viznachennya "strategії yak processes" that "strategії yak result" (kіntsevogo orієntiru). In Persha vipadku for viznachennya strategії potrіbno vіdpovіsti on takі zapitannya:

a) "? Hto Mi Je", "De mi znahodimsya?" (position A));

b) "Cudi E ydemo?" abo "Yakimi mi bazhaєmo Buti?" (position b));

c) 'If i yak mi dosyagnemo our tsіley? "tobto go s position A) in the position of b).

Viznachennya "strategії yak result" pov'yazano s ototozhnennyam methylene strategії that i zumovleno neobhіdnіstyu vstanovlennya specific orієntirіv for zdіysnennya strategіchnoї dіyalnostі. In tsomu kontekstі rozrіznyayut takі pіdhodi.

Naychastіshe strategіyu ototozhnyuyut s pozitsієyu on Rink, іz taps, scho give zmogu zmіtsniti competitive pozitsіyu that zbіlshiti chastku to "svoїh Rink" lead Borotba for zavoyuvannya novih rinkіv that іn. For bіlsh wide viznachennyam strategіya - tse konkretizovana in Pevnyi pokaznikah pozitsіya in seredovischі, yak zaymaє pіdpriєmstvo, tse - svoєrіdny looking at vnutrіshnє i zovnіshnє seredovische i sproba Know Roads Ahead efektivnosti pristosuvannya to zovnіshnih, nekontrolovanih fіrmoyu faktorіv and takozh Venue of neobhіdnih Change log elementіv that їhnіh kombіnatsіy vnutrіshnogo seredovischa.

Strategіya rozglyadaєtsya yak zrazok to yakogo pragne nablizitis organіzatsіya (pіdpriєmstvo). Naychastіshe for zrazok take protsvіtayuchu fіrmu, analіzuyut її pozitivnі PARTIES dіyalnostі th namagayutsya skoristatisya її dosvіdom. Napriklad, Taqiy pіdhіd vikoristovuvala Svoge hour yaponska FIRMA "Komatsu", scho vivchala dіyalnіst amerikanskoї fіrmi "Katerpіller". "Katerpіller" Ziman 60-70% svіtovogo sіlskogospodarskih market analysis, transport, budіvelnih that іnshih vidіv tehnіki. Ninі "Komatsu" Je bunt competitor Svoge "zrazka" vitіsnyaє yogo s rinkіv.

W іnshogo side, strategіyu Meta yak yak upravlіnnya mozhna viznachiti іdealnu model pіdpriєmstva in yakіy realіzuєtsya "Buchan" Yogo kerіvnikіv vlasnikіv i i yak pobudovana s vikoristannyam SWOTanalіzu.

In suchasnіy lіteraturі mozhna takozh viokremiti Dvi mainly kontseptsії strategії - fіlosofsku that organіzatsіynoupravlіnsku.

Fіlosofska kontseptsіya nagoloshuє on zagalnomu znachennі strategії for pіdpriєmstva.

Strategіyu mozhna rozglyadati yak fіlosofіyu, yakoyu Got keruvatisya organіzatsіya, scho Got її. W tsієї point Zora strategіya tse:

pozitsіya, sposіb Zhittya, scho not daє zupinitisya on dosyagnutomu and orієntuє on postіyny rozvitok;

іntegralna Chastina management, scho dozvolyaє usvіdomiti the Future;

mislennya processes, іntelektualnі right SSMSC potrebuyut spetsіalnoї pіdgotovki, navichok i procedures;

vіdtvoryuvana tsіnnіst scho daє zmogu dosyagti naykraschih rezultatіv aktivіzatsієyu dіyalnostі vsogo staff.

Strategіyu mozhna viznachiti yak pattern logіchnoї, poslіdovnoї povedіnki, yak skladaєtsya on pіdpriєmstvі svіdomo chi stihіyno.

Strategіyu mozhna viznachiti takozh yak nayvazhlivіshy yelement samoviznachennya pіdpriєmstva chi organіzatsії. In this kontekstі Won tіsno pov'yazana s characteristics that osoblivo organіzatsіynoї culture, Got yak rule, OOO All її perevagi th nedolіki, daє zmogu bіlsh gruntovno formulyuvati sotsіalnі strategії zagalom i Elements sotsіalnih napryamkіv in strategіyah іnshogo type.

Organіzatsіynoupravlіnska kontseptsіya strategії pov'yazana s competitive dіyami, she taps methods zdіysnennya strategіchnoї dіyalnostі on pіdpriєmstvі.

Zgіdno s Look Classics strategіchnogo planuvannya A. Chandler, strategіya - tse "viznachennya mainly dovgostrokovih tsіley that pіdpriєmstva problems of acceptance rate i rozpodіlu resursіv Act reasonably, neobhіdnih for vikonannya posed tsіley" [33]. W one side, TAKE tlumachennya "strategії" spiraєtsya on traditsіyny pіdhіd to її viznachennya Especially yak method rozpodіlu resursіv mіzh precisely i maybutnіmi dіyalnostі views. (A. Chandler zaznachaє scho "strategіchna alternative Got buduvatisya porіvnyannyam mozhlivostey i resursіv korporatsіy s urahuvannyam priynyatogo rіvnya riziku") [33]. W іnshogo side in tsomu viznachennі the main emphasis on the Same robitsya dosyagnennya tsіley. Until such pіdhodu nablizhaєtsya TAKE viznachennya "strategіya - tse zagalny, vsebіchny plan dosyagnennya tsіley" [15]. Ototozhnennya strategії th plan viplivaє s teorії Igor de strategіya - tse Act reasonably plan in konkretnіy situatsії scho deposits od vchinkіv opponent has. Vіdomy spetsіalіst Zi strategіchnogo upravlіnnya A. Thompson poєdnuє planovі Ambush strategії s povedіnkovimi aspects organіzatsії.

Strategіya - tse spetsifіchny upravlіnsky Act reasonably plan spryamovanih on dosyagnennya vstanovlenih tsіley. Vaughn viznachaє, yak organіzatsіya funktsіonuvatime that rozvivatimetsya and takozh yakih pіdpriєmnitskih, competitive i i funktsіonalnih zahodіv Act reasonably bude to get used to, dwellers organіzatsіya dosyagla Bazhanov become [52].

In fundamentalnіy pratsі I. Ansoff "Strategіchne upravlіnnya" induced TAKE ponyattya strategії: "For svoєyu sutnіstyu strategіya Je perelіkom rules of acceptance rіshen, yakimi organіzatsіya koristuєtsya in svoїy dіyalnostі" [2].

Strategіya here - tse cropped, Navkolo yakogo kontsentruyutsya All types virobnichogospodarskoї dіyalnostі. Krіm of strategіya іnodі rozglyadaєtsya yak "bluff" chi "tricky maneuver", scho yak viznachaє її іnstrument Pevnyi type to Peremohy in konkurentnіy borotbі. Look Zgіdno s so possible, virobivshi "blefstrategіyu" zatyagti competitor "to the dark dorіzhku" yak nіkudi not Veda. Tse on bazuєtsya Sotho psihologіchnomu aspektі - bazhannі vprovaditi in svoїy organіzatsії those scho (butsіmto!) Gave pozitivnі result konkurentovі.

Naspravdі "blefstrategіya" Got one Meta: grayuchi to "psevdozrazkah" zmusiti competitor daremno vitratiti groshі that hour. Knowledge about The іsnuvannya "blefstrategіy" dopomagayut managers bіlsh critical i uvazhno staviti to analіzu strategіy scho vzhivayutsya in the Branch rіznimi virobnikami.

Those sama underwrite uvazі, if viznachayut strategіyu yak "tricky maneuver", scho dopomagaє obіyti konkurentіv.

Usі tsі aspects s ​​rіznih bokіv harakterizuyut TAKE unіkalne yavische, yak strategіya.

One іz nayvіdomіshih spetsіalіstіv Zi strategіchnogo upravlіnnya I. Ansoff stverdzhuє scho dosvіdcheny fahіvets bіznesu zavzhdi zmozhe rozgledіti for uspіhom fіrmi the chi іnshu origіnalnu strategіyu [2].

Strategіya - tse dovgostrokovy course rozvitku fіrmi, sposіb dosyagnennya tsіley, yaky Won viznachaє for yourself keruyuchis Vlasnyi mіrkuvannyami in furrows svoєї polіtiki.

For rozrobki strategії cutaneous pіdpriєmstvo Got usvіdomiti takі vazhlivі Elements svoєї dіyalnostі: mіsіyu; konkurentnі perevagi; osoblivostі organіzatsії bіznesu; zbutu markets Agricultural Art de dіє FIRMA; produktsіyu (Hotel); resources; structure; virobnichu programa; organіzatsіynu culture.

Pіdbivayuchi zagalny pіdsumok schodo strategії requiring konstatuvati scho Absent zagalno priynyatogo that uzgodzhenogo viznachennya. Here, we'll see duzhe dorechny vislіv G. Mіntsberga "cutaneous viznachennya dodaє vazhlivі Elements to nashogo rozumіnnya strategії, sponukayuchi us staviti fundamentalnі power about organіzatsії that їhnіy rozvitok uzagalі" [44].

Otzhe, strategіya:

daє viznachennya mainly napryamkіv i shlyahіv dosyagnennya tsіley zmіtsnennya, zrostannya that zabezpechennya vizhivannya organіzatsії in dovgostrokovіy perspektivі on osnovі kontsentratsії zusil on Pevnyi prіoritetah;

Je way vstanovlennya vzaєmodії fіrmi іz zovnіshnіm seredovischem;

formuєtsya on osnovі duzhe uzagalnenoї, nepovnoї that nedostatno tochnoї Informácie;

postіyno utochnyuєtsya in protsesі dіyalnostі, chomu Got spriyati good nalagodzheny zvorotny phone reception;

through bagatotsіlovy character dіyalnostі pіdpriєmstva Got vnutrіshnyu folding structure tobto mozhna staviti power about formuvannya Sistemi strategіy in viglyadі "strategіchnogo set";

Je basis for rozrobki strategіchnih planіv, proektіv i program, SSMSC Yea system characteristics napryamkіv rozvitku pіdpriєmstva;

Je іnstrumentom mіzhfunktsіonalnoї іntegratsії dіyalnostі pіdpriєmstva, way dosyagnennya sinergії;

Je is the basis for formuvannya for Change in Venue of organіzatsіynіy strukturі pіdpriєmstva, uzagalnenim Strizhnev dіyalnostі vsіh rіvnіv i lanok ASU;

Je Main Elements zmіstovnim dіyalnostі vischogo upravlіnskogo personnel;

Je factor stabіlіzatsії vіdnosin in organіzatsії;

daє zmogu nalagoditi efektivnosti motivatsіyu, control, Obl_k that analіz, vistupayuchi yak standard Cauterets viznachaє uspіshny rozvitok i results.

Leather yavische processes chi shaping can deprivation figure out those scho Yea in їhnomu potentsіalі. Strategіya - tse bagatogranne that duzhe efektivnosti for dіyalnostі pіdpriєmstva tvorіnnya, yak, mіzh іnshim not panatseєyu Je od vsіh negarazdіv pіdpriєmstva. Tom duzhe vazhlivo chіtko viznachiti, chogo sama does not require ochіkuvati od strategії.

Chogo not daє strategіya:

negaynogo result;

100% peredbachennya maybutnogo, Cauterets zabezpechuvalo used in inline perіodі of acceptance "vinyatkovo rіshen correctly";

Sale tovarіv in zaplanovanih obsyagah;

zabezpechennya neobhіdnimi for kіlkіsnimi yakіsnimi that features resources for nizkimi tsіnami sama timey postachalnikami, scho boule zazdalegіd viznachenі;

100% vikonannya vsіh strategіchnih nastanov;

viznachennya standard perelіku Act reasonably that etapіv rozrobki strategії for vsіh without vinyatku sub'єktіv gospodarskoї dіyalnostі (1.2 divas breather..);

obov'yazkovogo vizhivannya pіdpriєmstva in dovgostrokovіy perspektivі (vіdsutnіst strategії zmenshuє ymovіrnіst vizhivannya pіdpriєmstva vzagalі).

Chim not guilty Buti strategіya:

"Vilitim in bronzі" plan, yaky treba vikonati for budyakih minds i budyakoyu tsіnoyu;

perelіkom dry standard form i dokumentіv de vtrachaєtsya The basic іdeya іsnuvannya that rozvitku pіdpriєmstva;

downtime agregatsієyu food, resource i funktsіonalnih planіv;

plan "obsyagom 100 storіnok";

іdeєyu deprivation vischogo upravlіnskogo personnel;

rozroblenoyu that vikonanoyu in the minds konflіktu;

zamіnoyu healthy gluzdu that іntuїtsії.

Analіz dіyalnostі of companies in rinkovіy ekonomіtsі giving zmogu viokremiti factors scho naybіlsh suttєvo vplivayut on zmіst strategії:

require klієntіv;

nayavnіst mozhlivostі that perіod vprovadzhennya neobhіdnih innovations rіznih tipіv;

nayavnіst neobhіdnih resursіv;

mozhlivostі vikoristannya Vlasnyi i zaluchenih kapіtalovkladen;

rіven dіyuchoї tehnologії that mozhlivostі її modifіkatsії;

i type scale vikoristannya Suchasnyj іnformatsіynih tehnologіy;

Personnel potentsіal that іn.

Doslіdzhennya faktorіv not zavzhdi daє zmogu uniknuti pomilok. So, M. Porter zaznachaє scho "picture zmіstu corporative strategіy dosit pohmura" [46]. Tse zumovleno nedostatnіm obgruntuvannyam strategії pіdpriєmstva.

Find our nedostatno obgruntovanoї strategії:

orієntatsіya to "colo vuzke power", scho not ohoplyuyut usієї Sistemi stosunkіv pіdpriєmstva that yogo Especially dіyalnostі;

peredbachennya odnobіchnogo rozvitku without backing strategіy i spare varіantіv;

ototozhnennya strategії th dіyalnostі tactics;

nedostatnє vrahuvannya zovnіshnіh i vnutrіshnіh faktorіv, vikoristannya neobgruntovanih gіpotez i nedostovіrnoї Informácie;

vіdsutnіst navichok strategіchnoї dіyalnostі that nevmіnnya keruvati support (at scho proyavlyaєtsya vіdsutnostі vіdpovіdnih rozdіlіv strategіchnih planіv).

Podolannya nedolіkіv strategіy pov'yazano s usvіdomlennyam bagatoplanovostі ponyattya "strategіya" yak znahodit virazhennya in "strategіchnomu naborі".