針對(duì)一個(gè)公司的真正的核心競(jìng)爭(zhēng)力【外文翻譯】

1、外文翻譯TargetingaCompanysRealCeCompetenciesMaterialSource:JournalofBusinessStrategy1993volume13issue6Auth:AmyV.SnyderH.WilliamEbelingJr.Thetwinconceptsofcecompetencebusinessprocessesfigureprominentlyinmostdiscussionsofcpate

2、strategy.Thececompetenceconcepthelpstopmanagersanswerthefundamentalquestion“Whatshouldwedo“thebusinessprocessesperspectiveaddressesthequestion“Howshouldwedoit“Bothconceptsareindispensableinguidingfirmstoachieveenduringco

3、mpetitiveadvantagesuperiprofitabilitybotharefoundedonasimplenotion:thatthefirmisasystemofactivitiesnotaptfolioofindividualproductsservices.Someactivitiesareperfmedsomuchbetterthanthecompetitionaresocriticaltoendproductss

4、ervicesthattheycanbedescribedascecompetencies.Whenaseriesofactivitiesareganizedintoasystemthatwksbetterthanthesumofitspartsthisbusinessprocesscanalsocreatecompetitiveadvantageevenifcomponentactivitiesbythemselvesdonot.Wh

5、ilebusinessprocessreengineershaveachievedsignificantsuccessindecreasingcostswhilesimultaneouslyimprovingservicelevelsrelativelyfewfirmsclaimtohavecrectlyidentifiedfullyexploitedtheircecompetencieskeyactivities.(Throughou

6、tthisarticlewewillusethetermscecompetencykeyactivityinterchangeably.)Businessprocessreengineershavedevelopedananalyticallyrigousdisciplinethatcanbesystematicallyappliedplainlycommunicatedtoothers.Fthececompetencyconceptt

7、oachievethissamesuccessitmustbelinkedtotheunderlyingbusinesseconomicsthatdrivecompetitiveadvantageitmustbeappliedinthesamesystematicmannerasthebusinessprocessconcept.Inthe1970scpateplannersbegantoquestionwhethertheproduc

8、tcenteredbusinessunitwasthemostappropriateunitofstrategicanalysis.Inwkundertakenfaglobalchemicalcompanyin1977BraxtonAssociatesredefinedtheunitofanalysisfromproductcenteredbusinessunitstoactivitiesdevelopedinsightsaboutho

9、wcompetitiveadvantageiscreatedinthelongrun.Ifsenimanagementsettlesonmethanahfulofkeyactivitiescecompetenciesitisprobablyoverreachingcertainlyigningtheintentofthewdce.Manysuccessfulcompanieshavetargetedeitheronetwokeyacti

10、vities.Identifyingkeyactivitiesisoneofthemostimptantcontributionssenimanagementcanmake.Inourviewproposedcecompetenciesshould:Contributesignificantlytotheultimatevalueoftheendproductservice.Representauniquecapabilitythatp

11、rovidesenduringcompetitiveadvantage.Havethepotentialtosupptmultipleendproductsservices.Rule2:Achievesenimanagementconsensusoncecompetencies(Whatbusinessareyoureallyin)Evaluatingpotentialcecompetenciesusingthepreviouslyde

12、scribedscreeningapproachisanecessarybutinsufficientstepinbuildingacompetencydrivenganization.Ifcompetenciesaretobenurturedsharedwidelythroughoutthefirmsenimanagementmustreachconsensusonwhichtheseareactontheresultsoftheir

13、ionprocess.Inwkingtobuildsenimanagementconsensusonkeyactivitieswehaveachievedgoodresultsusingthefollowingapproaches(amongothers):Activitybasedbenchmarking.Employeeassetdistribution.“Whatif“scenariodevelopment.Activitybas

14、edbenchmarkingisatechniquethatcansteerdebateawayfromsubjectiveopinionstowardhardfacts.Fexampleifthevicepresidentofoperationsclaimsthatderprocessingfulfillmentisacecompetencyhecoulddevelopapersuasiveargumentbydemonstratin

15、ganenduringcompetitiveadvantageinderprocessingspeedcostcustomersatisfaction.Acompellingargumentcanalsobebuiltbyansweringsomesimplequestionsaboutanganizationsinternalconfigurationfexample:“WhatdoyouremployeesdoWhereareyou

16、rassets“If80%ofacompanysemployeesareontheplantflothemarketingvicepresidentmustarguepersuasivelytoconvincehiscolleaguesthatmarketingsalesisreallyakeyactivity.Afterallpeopleembodythecollectivelearningsoextolledtodaylearnin