企业横向战略英文

第十二讲横向战略的战略分析1.TheGrowingImportanceofHorizontalStrategy2.IntrrelationshipsAmongBusinessUnits3.TheStepsofFormulatingHorizontalStrategy4.InterrelationshipsandDiversificationStrategy5.OrganizationalMechanismsforAchievingInterrelationships6.HowtoManageHorizontalOrganization?September20021Horizontalstrategyisacoordinatedsetofgoalsandpoliciesacrossdistinctbutinterrelatedbusinessunits.Itisrequiredatthegroup,sector,andcorporatelevelsofadiversifiedfirm.Itdoesnotreplaceoreliminatetheneedforseparatebusinessand/orbusinessunitstrategies.Rather,horizontalstrategyprovidesforexplicitcoordinationamongbusinessunitsthatmakescorporateorgroupstrategymorethanthesumoftheindividualbusinessunitstrategies.September200221.TheGrowingImportanceofHorizontalStrategy⑴Diversificationphilosophyischanging⑵Emphasisisshiftingfromgrowthtoperformance⑶Technologicalchangeisproliferatinginterrelationshipsandmakingthemmoreachievable⑷MultipointcompetitionisincreasingSeptember200232.IntrrelationshipsAmongBusinessUnits⑴TangibleInterrelationships①ProcurementInterrelationships.Source:commonpurchasedinputs;Possibleformsofsharing:jointprocurement.②TechnologicalInterrelationships.Source:commonproduct(orprocess)technology,commontechnologyinothervalueactivities,oneproductincorporatedintoanother,interfaceamongproducts;Possibleformsofsharing:jointtechnologydevelopment,jointinterfacedesign.September20024③InfrastructureInterrelationships.Source:commonfirminfrastructureneeds,commoncapital;Possibleformsofsharing:sharedraisingofcapital,sharedcashutilization,sharedaccounting,sharedlegaldepartment,sharedgovernmentrelations,sharedhiringandtraining,etc.④ProductionInterrelationships.Source:commonlocationofrawmaterials,identicalorsimilarfabrication(orassembly)process,identicalorsimilartesting/qualitycontrolprocedures,commonfactorysupportneeds;Possibleformsofsharing:sharedinboundlogistics,sharedcomponentfabrication,sharedassemblyfacilities,sharedtesting/qualitycontrolfacilities,sharedfactoryindirectactivities,sharedsiteinfrastructure.September20025⑤MarketInterrelationships.Source:commonbuyer,commonchannel,commongeographicmarket;Possibleformsofsharing:sharedbrandname,crosssellingofproducts,bundledorpackagedselling,crosssubsidizationofcomplementaryproducts,sharedmarketingdepartment,sharedsalesforce,sharedservice/repairnetwork,sharedorderprocessingsystem,sharedphysicaldistributionsystem,sharedbuyerordistributorfinancingorganization.September20026⑵IntangibleInterrelationshipsSources:①samegenericstrategy,②sametypeofbuyer(thoughnotthesamebuyer),③similarconfigurationofthevaluechain(e.g.,manydispersedsitesofmineralextractionandprocessing),④similarimportantvalueactivities(e.g.,relationswithgovernment).Althoughvalueactivitiescannotbeshared,thesesimilaritiesamongbusinessunitsmeanthatknow-howgainedinonebusinessunitisvaluableandtransferabletoanother.Testing:①Howsimilararethevalueactivitiesinthebusinessunits?②Howimportantarethevalueactivitiesinvolvedtocompetition?③Howsignificantistheknow-howthatwouldbetransferredtocompetitiveadvantageintherelevantactivities?September20027⑶CompetitorInterrelationshipsTheystemfromtheexistenceofrivalsthatactuallyorpotentiallycompetewithafirminmorethanoneindustry.Thesemultipointcompetitorsnecessarilylinkindustriestogetherbecauseactionstowardtheminoneindustrymayhaveimplicationsinanother.September200283.TheStepsofFormulatingHorizontalStrategy⑴Identifyalltangibleinterrelationships.(seeFigure2A&B)Thefirststepindoingsoistoexaminevaluechainsofeachbusinessunitforactualandpossibleopportunitiesforsharing.Inadiversifiedfirmwithmanybusinessunits,tosimplifytheanalyticaltaskofidentifyinginterrelationships,itmaybepossibletobreakupadiversifiedfirmintoanumberofclustersofbusinessunitsthathavemanyinterrelationshipsamongthemselves,butrelativelyfewwithotherclusters.September20029September200210⑵Tracetangibleinterrelationshipsoutsidetheboundariesofthefirm.Afirmwillrarelycompeteinalltheindustriesthatarerelatedtoitscurrentbusinessunits.Thus,itisnecessarytoidentifyinterrelationshipsbetweenafirm’’sexistingbusinessunitsandotherindustriesnotcurrentlyinitsportfolio.⑶Identifypossibleintangibleinterrelationships.Signalsofpotentialintangibleinterrelationshipsincludesimilaritiesingenericstrategy,buyertype,orvaluechainconfiguration.Manypotentialintangibleinterrelationshipsareusuallypresent,whichmakesscreeningthemtoaccesstheirimportancetocompetitiveadvantageanessentialtask.September200211⑷Identifycompetitorinterrelationships.(Figure1)Afirmmustidentifyallitsmultipointcompetitors,potentialmultipointcompetitors,andcompetitorspursuingdifferentpatternsofinterrelationships.⑸Assesstheimportanceofinterrelationshipstocompetitiveadvantage.Thenetcompetitiveadvantagefromatangibleinterrelationshipisafunctionoftheadvantagefromsharing,thecostsofsharing,andthedifficultyofmatchingtheinterrelationships.Thechallengeistoisolatetheimportantones.September200212⑹Developacoordinatedhorizontalstrategytoachieveandenhancethemostimportantinterrelationships.(inavarietyofways)①Shareappropriatevalueactivities.②Coordinatestrategicposturesofrelatedbusinessunits.③Distinguishthegoalsofbusinessunits.④Coordinateoffensiveanddefensivestrategiesagainstmultipointcompetitorsandcompetitorswithdifferentinterrelationships.⑤ExploitimportantintangibleinterrelationshipsthroughformalprogramsforexchangingKnow-How.September200213⑥Diversifytostrengthenimportantinterrelationshipsorcreatenewones.⑦Sellbusinessunitsthatdonothavesignificantinterrelationshipswithothersorthatmaketheachievementofimportantinterrelationshipsmoredifficult.⑺CreatehorizontalorganizationalmechanismstoassureimplementationSeptember2002144.InterrelationshipsandDiversificationStrategyTangibleinterrelationshipsshouldbethestartingpointforformulatingdiversificationstrategy.Thepresenceofinterrelationshipsperseisnotsufficientjustificationforenteringanindustryunlesstheyallowafirmtotransformanunattractiveindustryintoanattractiveone.Seekingindustrieswithbothanattractivestructureandinterrelationshipsthatwillyieldthefirmacompetitiveadvantageincompetinginthoseindustriesarethedualguidestodiversificationstrategy.September200215⑴DiversificationBasedonTangibleInterrelationshipsAmarket-orienteddiversificationstrategyaimstosellnewproductstocommonbuyers,channels,orgeographicmarketsinordertoreapthebenefitsofmarketinterrelationships.Aproduct-orienteddiversificationstrategyaimstoproducesimilarproductswithsharedproductionvalueactivities.Procurementinterrelationshipsoftenstemfromproductioninterrelationships.Atechnology-orienteddiversificationstrategyaimstodeveloporenternewindustriesbasedonsimilarcoretechnologies,thatinvolveproductssoldtoeitherexistingornewmarkets.September200216⑵DiversificationThroughBeachheads(intangibleinterrelationships)Akeytestofdiversificationopportunitiesbasedonintangibleinterrelationshipsistheirpotentialasabeachhead.⑶DiversificationandCorporateResourcesDiversificationisameanstowidenafirm’sstockofassetsandskillsbyexpandingtheperimeterofthevalueactivitiesinwhichitparticipates.Thebestdiversificationisthatwhichdoesboth----itreinforcesthefirm’sexistingstrengthsandcreatesthebasisfornewones.September2002175.OrganizationalMechanismsforAchievingInterrelationships⑴HorizontalStructureHorizontalstructurereferstotemporaryorpermanentorganizationalentitiesthatcutacrossbusinessunitboundaries,supplementingthebusinessunitstructure.①GroupingBusinessUnits.Groups(andsectors)shouldbeconstructedaroundtheinterrelationshipsthataremostsignificantforcompetitiveadvantage,growingoutofasystematiclookatalltheinterrelationshipswithinthefirm.Unlessoneformofinterrelationshipisdominantthroughoutanentirefirm,differentgroupsshouldbebasedondifferenttypesofinterrelationships.September200218②PartialCentralization.Itmaybeappropriatetocentralizevalueactivitiesbecauseofimportantinterrelationships,whilestillmaintainingtheprofitresponsibilityofbusinessunits.③OtherCross-BusinessUnitOrganizationMechanisms.⒈MarketFocusCommittees.⒉Technology,ChannelandOtherInterrelationshipCommittees.⒊TemporaryTaskForces.④GrouporCorporateInterrelationshipChampions.Afinalstructuraldeviceistheappointmentofexecutivesatthegroup,sector,orcorporateleveltoactaschampionsforinterrelationships.September200219⑵HorizontalSystems①HorizontalStrategicPlanning.First,thecorporateplanningdepartmentcanacceptresponsibilityforidentifyinginterrelationshipsandinitiatingstepstoexploitthem.Second,groupandsectorexecutivescanbegivenresponsibilityforhorizontalstrategyandthecontentofthegroupplanshouldconcentrateoninterrelationships.Athirdapproachistoaddaninterrelationshipssectiontobusinessunitplans.②HorizontalProcedures.③HorizontalIncentives.September200220⑶HorizontalHumanResourcePractices①PersonnelRotationamongBusinessUnits.②SomeFirmwideRoleinHiringandTraining.③PromotionfromWithin.④Cross-BusinessUnitForumsandMeetings.⑤EducationonInterrelationshipconcepts.⑷HorizontalConflictResolutionProcessesSeniormanagementalwaysplaysanimportantrolebysettingthetoneforhowbusinessunitsshouldinteractandbyactingasfinalarbitersofanydisputes.September2002216.HowtoManageHorizontalOrganization?⑴