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981125MU_262423_074v3.i
secretsofsoftware
success-
ManagementInsightsfrom100CompaniesAroundtheWor1dinOneoftheMostDynamicIndustries
ITAA(Webcast
Detlev(Hoch,(Gert(Purkert
February(8,(2000
Source:SecretsofSoftwareSuccess1
981125MU_262423_074v3.i
ITAAWEBCAST,FEBRUARY8,2000
IntroductiontoSecretsofSoftwareSuccess
Industrystructureandhistory
Illustrationofselectedbestpractices
Futuretrends
Discussion
Source:SecretsofSoftwareSuccess2
981125MU_262423_074v3.i
ITAAWEBCAST,FEBRUARY8,2000
IntroductiontoSecretsofSoftwareSuccess
Industrystructureandhistory
Illustrationofselectedbestpractices
Futuretrends
Discussion
3
ITMarket
5,300
4,920
3,750
3,510
1,910
1,620
1,520
1,410
1,370
1,320
Professional
SoftwareServices
PackagedSoftware
EnterpriseSolutions
Products
Software
981125MU_262423_074v3.i
TOPTENPLAYERSPERSEGMENT
Surveyand
BookScope
ProcessingServices(e.g.ADP)&InternetServices
HardwareProducts
HardwareMaintainanceServices
Software
Products&
(e.g.Yahoo!)
Services
Embedded
Softwareincl.
Services
Revenues1$m
Toptenplayersineachsegment
(1997estimated
revenuesinspecificsegments)
1.AndersenConsulting
2.IBM
3.EDS
4.CSC
5.ScienceApplications
6.CapGemini
7.HP
8.DEC
9.Fujitsu
10.BSOOrigin
26,630
2Worldwidesoftwarelicensesandmaintenance/supportrevenuesSource:IDC,McKinseydatabase,McKinseyanalysis
1Worldwideprofessionalsoftwareservicesrevenues
Revenues2$m
1.IBM
2.Oracle
3.ComputerAssociates
4.SAP
5.HP
6.Fujitsu
7.Hitachi
8.ParametricTechnology
9.Peoplesoft
10.Siemens
10,270
4,260
3,240
2,360
2,190
1,810
1,270
760
700
680
27,540
Revenues2$m
1.Microsoft11,600
2.IBM2,560
3.Computer1,080Associates
4.Adobe760
5.Novell710
6.Symantec550
7.Intuit520
8.Autodesk420
9.Apple380
10.TheLearning350Company
18,930
4
Verylargecompanies(Rev.*>USD1billion)
981125MU_262423_074v3.i
DISTRIBUTIONOFPARTICIPATINGCOMPANIES
NorthAmerica(Canada,US)
Region
Asia(India,
Israel,Japan)
9
52
39
Europe(Austria,Denmark,France,Germany,Ireland,Italy,Netherlands,Luxemburg,Sweden,Switzerland)
Size
Startups
(Rev.*<USD10million)
12
41
32
15
Businesstype
Mass
packaged
software24
39
37
Professional
services
Enterprisesolutions
Largecompanies
(Rev.*<USD1billion)
Midsizedcompanies
(Rev.*<USD50million)
*Totalrevenues
Source:Secretsofsoftwaresuccess
*Compoundannualgrowthrate5
981125MU_262423_074v3.i
SCOPEANDMETHODOLOGYOFSURVEY
InterviewpartnersDuringthesurveywedidinterviewswith…
•…morethan450executives
•…100companiesin15countrieson3continents
•…6ofthe10largestsoftwarecompaniesintheworld
•…firmsofall3industrysegments
ResearchmethodologyRankofcompaniesbymarginand
CAGR*
34successfulcompanies
Testof
hypothesiswith
topandlower
third
32averagecompanies
34lesssuccessfulcompanies
Source:SecretsofSoftwareSuccess6
981125MU_262423_074v3.i
ITAAWEBCAST,FEBRUARY8,2000
IntroductiontoSecretsofSoftwareSuccess
Industrystructureandhistory
Illustrationofselectedbestpractices
Futuretrends
Discussion
Source:SecretsofSoftwareSuccess7
IBMPCMSDOS
IBMUnbundling
ADR
Era2(1959-1969)
•Firstsoftwareproductcompaniesemerge
•IBM/360becomesthefirstindustrystandardplatform
Era3(1969-1981)
•Itbecomeswidelyacceptabletobuysoftwareindependentlyfromhardware
•Strongenterprisesolutionprovidersemerge
SOFTWAREINDUSTRYERAS
Netscape
Era5(1994-2008)
•Theinternettakesoff
•NewinternetbasedVASemerge
Era4(1981-1994)
•PC-basedsoftwarebecomesamassproduct
•Microsoftemergesasleaderoftheindustry
SAGE
project
Era1(1949-1959)
•Fewmegasoftwareprojectsprovideimportantlearningopportunities
•Firstsoftwareservicesfirmssetupshop
981125MU_262423_074v3.i
Company
examples
•Netscape
•Intersky
•BroadVision
•Microsoft
•Novell
•Intuit
•SAP
•Oracle
•CA
•ADR
•IBM
•Informat
•CUS
•CSC
•Sema
8
Source:IDC,McKinseydatabase,McKinseyanalysis
981125MU_262423_074v3.i
WORLDWIDEREVENUESANDGROWTHRATESINTHETHREESOFTWAREINDUSTRYSEGMENTS
USDbillions
+20%
p.a.
1993
1995
1997
115
77
55
Top10:23%
Professional
services
+18%
p.a.
61
45
31
Top10:46%
Enterprise
solutions
+11%
p.a.
57
47
37
Top10:33%
Massproducts
Source:SecretsofSoftwareSuccess9
Professionalservices
Packagedsoftware
Enterprisesolutions
PROFESSIONALSERVICES
981125MU_262423_074v3.i
KEYDIFFERENCESOFTHETHREESWSEGMENTS
Salesunits(log.)
10,000,000
1,000,000
100,000
10,000
1,000
100
10
1
PRODUCTBUSINESS
LowMedium
(Customsolution)
HighDegreeof
productization
*Accordingtosignificanceanalysisofkeysuccessfactorsineachmanagementarea
Source:GlobalMcKinseysoftwaresurvey10
981125MU_262423_074v3.i
MAJORDIFFERENCESBETWEENPRODUCTAND
PROFESSIONALSERVICESBUSINESS
ProductbusinessProfessionalservices
Marginalcosts
Almostzero
Almostconstant
Marketstructure
Drivetoconcentration
Highlyfragmented
Regionalappearance
Highlyglobalized
Mainlyregional,with
increasingtendency
toglobalization
Customer
relationship
One-to-few,
one-to-many
One-to-one
Mostimportant
numbertowatch
Marketshare
(installedbase)
Capacityutilization
rate
Relevanceofmanagementareas*
1.Strategy
2.Marketing&Sales
3.HumanResources
4.Softwaredevelopment
1.Humanresources
2.Softwaredevelopment
3.Marketing&Sales
4.Strategy
Source:SecretsofSoftwareSuccess11
981125MU_262423_074v3.i
SOFTWAREPRODUCTANDPROFESSIONALSERVICES
BUSINESS-MANAGEMENTDIFFERENCES
Strategy
•Natureofbusiness
•Timehorizon
•Maingoal
Marketingapproach
•Businesssystem
•Marketingapproach
•Salesapproach
HumanResources
•Requiredskillsetfordevelopers
Development
•Selectionofproductfeatures
Productbusiness
•Speed/timetomarketiskey
•Short-term
•Highmarketshare/penetration
•Producefirst,selllater
•Massmarketing
•Indirectanddirectsales
•Creativityandprogrammingskillsarekey
•Focusonstandardproductsatisfyinglargenumberofcustomers
Professionalservices
•Continuityiskey
•Long-term
•Excellentreputationandcustomerrelationships
•Sellfirst,producelater
•Relationshipmarketing
•Directsalesonly
•Communicationandprojectmanagementskillsarekey
•Focusonindividualcustomerrequirements
Source:SecretsofSoftwareSuccess12
981125MU_262423_074v3.i
ITAAWEBCAST,FEBRUARY8,2000
IntroductiontoSecretsofSoftwareSuccess
Industrystructureandhistory
Illustrationofselectedbestpractices
Futuretrends
Discussion
Source:SecretsofSoftwareSuccess13
981125MU_262423_074v3.i
BALANCEDECISIONSINDIFFERENTMANAGEMENTAREAS
Managementareas
Keybalancestofindwithinthetop5areas
Partnering
Servicestrategy
Marketing
People
management
Development
…versus...
Growthemarket,but
shareitwithpartners
Focusonasmallermarket,
but“takeitalone”
Maintainorganizationalfocusonproductbusinessonly
Investinmoreaggressive
brandbuilding
Focusonshort-termprofitabilityby“utilizingpeople”efficiently
Emphasisonprocessesand
disciplinedexecution
…versus...
…versus...
“professionaltouch”
Investindevelopingand…versus...
retainingpeoplelong-term
Emphasisoncreativityand…versus...flexibility(ad-hocculture)
Source:SecretsofSoftwareSuccess14
981125MU_262423_074v3.i
BALANCEDECISIONS-PARTNERING
ManagementareasKeybalancestofindwithinthetop5areas
Partnering
Growthemarket,butshareitwithpartners
…versus...
Focusonasmallermarket,but“takeitalone”
Servicestrategy
Marketing
People
management
Development
…versus...
…versus...
“professionaltouch”
Investindevelopingand…versus...
retainingpeoplelong-term
Emphasisoncreativityand…versus...flexibility(ad-hocculture)
Maintainorganizationalfocusonproductbusinessonly
Investinmoreaggressive
brandbuilding
Focusonshort-termprofitabilityby“utilizingpeople”efficiently
Emphasisonprocessesand
disciplinedexecution
15
Source:SecretsofSoftwareSuccess,
NewYorkTimes,USsecuritiesfirmEvessen
NOONECANGOITALONEINSOFTWARE
SAPlaunchedaglobal“SAPPartnerAcademy”,aninternationalinstituteofhighereducation**justtotrainitspartners
MicrosoftspendsmorethanUSD600millioneveryyearjuston
coachingitspartners,andhandsout96%ofthetotalvaluetopartners
Baandecidedtohand80%ofthetotalvalueofBaaninstallationsitspartners
981125MU_262423_074v3.i
Successfulsoftwarecompanieshaveonaveragefourtimesasmanypartnersasthelesssuccessfulones
“IntheERP-software-businessyoucannotsurvivewithoutpartners”
“Noonecandoitby
“Partneringisabsol-utelyfundamentaltothesuccessofasoftwarecompany”
“Morethan50%ofoursuccessisduetopartnering”
themselvesanymore.Thecompaniesthatdonotunderstandhowtotrulyparner
willgetleftbehind”
GrahamSharman,PresidentBaanInvestment*
RichardRoy,GeneralManagerMicrosoftGermany
HenningKagermann,CO-CEO,SAP
JohnChambers,PresidentCisco
Ciscosignsupsomanyalliesperyearthatithiresnewpartneringmanagersalmosteverymonth
*NewVanenburgVenture
**Firstofsuchakindworldwide
16
Source:SecretsofSoftwareSuccess,Intuit,pressclippings
USD
Intuitstockprice
80
60
Similar
threatsfrom
lackof
partnersfor
SoftwareAG
andApple
25
12/95
7/976/9898
981125MU_262423_074v3.i
INTUIT’SPARTNERINGMOVES
“Itwaseitherpartner
orperish”
BusinessWeekJune1998
•Intuitfacedincreasingthreatfromon-linefinancialservices
•In1997,founderScottCookdecidedtoredirect
Intuitfromastand-alonesoftwarecompanytoaninternetsoftwareandserviceprovider
“Wehadtosublimateouregoandbecomepartofsombodyelse’sbusiness”
WilliamHam’sJr.,CEOIntuit
•Inthefirstsixmonthsof1998aloneIntuitalliedwith12companies
•Examples:Excite,FinancialTimes,StandardandPoorAmericaOnline,CNNfn,banks
17
Source:SecretsofSoftwareSuccess
Complementaryproductorservicepartners
partners
R&D
Marketingpartners
Implementationandmaintenancepartners
•OracledatabasesforSAPR/3
•RetailbackofficesoftwarefromNaviplusforNavisionERPsystem
•Intershopsoftware•Professionalservices
promotionviahardwareexpertsHPandSiliconGraphics
playersErnstandYoung,CoopersandLybrandAndersenConsultingetc.withSAP,Baan,Peoplesoftetc.
•DistributionandlogisticsmodulesfromLanhamforNavision
•FinancialTimesandAmericaOnlineinfosforIntuit’swebplatform
•NiceSystemsvoiceloggingsoftwareviaIPC,Siemens,Aspect
•BetareleasesbylargeproductfirmstoprofessionalservicesfirmslikeTCS(India)
•ProfessionalservicefirmsadERPplayers
981125MU_262423_074v3.i
PARTNERSALONGTHEVALUECHAINCLOSINGCRUCIALGAPS
Typesofpartners
Gapstoclose
Requirementsoutsidekeycompetencies
Keepingwithextermelyshorttime-to-marketsequences
•AndersenandSAPjointdevelopmentinutilitiesandfinancialsector
•MicrosoftcarPCSoftwarejointdevelopmentwithcarmakers
•BetaversionsforearlyapplicationbuildingfromMicrosoftforKHK
Buildingmarketpenertrationvolume
•SunJavalicensing
toOracle,IBM,
Netscape(750,000
Javadevelopersin
1998)
•Intershopproductco-
marketingwith20
corepartnersand500
salespartnersincl.
HP,Sun,Silicon
Graphics
1
Source:SecretsofSoftwareSuccess18
Document
managementsoftwarefirms
•IXOS
•FileNet
•Documentum
ERP
implementationconsultants
•Andersenconsulting
•CoopersandLybrand
•Ernst&Young•
•
Software
Database
implementation toolproviders
•Intellicorp
•IDSScheer
•
•
•
manufacturers
•Oracle
•Informix
•
•
•
Hardware
manufacturers
•Compaq
•Dell
•IBM
•
•
•
匾匾
1
1 1 1111 1 1 1 1
1111
11
11
1
1
匾匾
1111111
匾 匾 匾匾匾匾匾1匾匾匾匾1匾匾匾匾1
1
1
1
1
1
1
1
1
1
1
1
1
Inthecarindustry,that
羹羹羹羹羹羹羹羹
羹羹
WW
•
•
•
1111
981125MU_262423_074v3.i
PARTNERSFARBEYONDTRADITIONALSUPPLIERS
Partners
listedin
SAP’s
1998
supplierconferencebooklet
1
1
111111111
111111111
1
1
1
1
1
1
匾匾
111111111111匾111111111111匾111111111111匾111111111111匾 1 1 1 1 1111111111 1111111111
1 111111111
11111
11111
1
wouldmeancustomers
1
decidewhomakesthe
11111111
羹羹
breaks,theseatsandthe
11111111
111111111
engineoftheirBMWand
1
1
1
1
1
11
11
羹
羹
whoassemblesit
1
羹羹
1
Customerscanselectprovider
fromeachgroup
Source:SecretsofSoftwareSuccess19
981125MU_262423_074v3.i
BALANCEDECISIONS-PEOPLEMANAGEMENT
Managementareas
Keybalancestofindwithinthetop5areas
Partnering
…versus...
Growthemarket,but
shareitwithpartners
Focusonasmallermarket,
but“takeitalone”
Maintainorganizationalfocusonproductbusinessonly
Investinmoreaggressive
brandbuilding
Servicestrategy
…versus...
…versus...
“professionaltouch”
Marketing
People
management
Investindevelopingandretainingpeoplelong-term
…versus...
Focusonshort-termprofitabilityby“utilizingpeople”efficiently
Development
Emphasisoncreativityand…versus...Emphasisonprocessesand
flexibility(ad-hocculture)disciplinedexecution
Newsoftwarepositionsp.a.
+50.000(exampleUS)
GLOBALSOFTWAREWORKERSHORTAGE
48,000
Increasingdemandfor
softwareworkersdrivenby
•Stronggrowthintraditionalsoftwaremarket(18%p.a.)
•Explodingnewsegmentswithhighdemandforsoftwareknowledge(e.g.,internet)
981125MU_262423_074v3.i
Numberofcomputersciencegraduates(exampleUS)
26,000
1984868890929496
Decreasingsupplyofcomputersciencegraduatesuntil1998
•Supplycycleseveralyearsbehinddemandcurve
•Jobprospectsweresignificantlylowerintheearly90s
Globalshortageofsoftwareworkers
•346,000vacantITpositionsintheUS(200,000intheSiliconValleyalone),approx.500.000inEurope
•Extremehighturnoverrates(20%p.a.)
•Mostimportantgrowthobstacleforsoftwarecompanies
Source:SecretsofSoftwareSuccess,Estimations20
Advantages
HIGHTURNOVER
Averagestaffturnover
Percentp.a.,(US,1997)
21
17
11
23
SteelAuto-RetailElectro-Software
mobilenicsand
services
981125MU_262423_074v3.i
+
+
+
+
Desiredrefreshment/avoidanceoflegacy
PushinnovationthroughnewideasFacilitatechange
Newleadsforrecruitingcandidates
Disadvantages
-
-
-
-
Knowledgedrain
Lossofpersonalrelationshipstocustomers
Replacementcost
Culturalerosion
"Wedonotregarda20percentturnoverrateasbeingtoocritical.Onthecontrary,ithelpsustoconstantlybringinnewideasandnewfreshthinking"
KerryLamson,VPMarketingOracleApplications
Source:SecretsofSoftwareSuccess21
Source:SecretsofSoftwareSuccess22
Successful
turnovermanagement
TURNOVERMANAGEMENT
Retainkey
people
selectively
Hire
according
toculturalfit
Bringingnewhiresuptospeedfast
981125MU_262423_074v3.i
Examples
•AlargeSVcompanygivesitsmanagersasystemtotrackthe"walk-away-value"(i.e.thevalueofstockoptionsanemployeewouldloseifheleftthecompanynow)fortheiremployeesonadailybasis–ifthisvaluegetstolowforkeyemployeesmangerscantakecountermeasures
•AtaMichiganbasedcompanytheCEOintroduceda"Typicalprofileofourcompany’semployee"basedon”Company-values"tosupportrecruiting–sincethenturnoverhasdecreasedsignificantly
•CISCOintroduced“FastStart”adedicatedprogramtobringnewhiresuptospeedincludingspecialized"facilitiesteams"forsettinguptheinfrastructure(e.g.,Fax,phone,mail)aswellassophisticatedsystemsofautomatede-mailstomanagerstoremindthemoftheirdutieswithnewemployees
Source:SecretsofSoftwareSuccess23
981125MU_262423_074v3.i
COMPARISONUS-EUROPE
Staffturnoverrates
inpercentp.a.
21
7
EuropeUS
Comparisonofpeaksalarywith
averagesalary
Peaksalaryaspercentageofaverage
183
115
EuropeUS
Otherretainmentmeasures
•Stockoptions
•Topdeveloperconferences(Platinum)
Source:SecretsofSoftwareSuccess24
“Technologyfocus”
•Focusoncuttingedgetechnology
•“Topdevelopersclub”withannualtechnologyconferencesfeaturingtalksofreknownindustryspecialists
rewardanemployee
Greatsoftware
cultures
“Livingforcustomervalue”
•Focusonbusinessvalue
•“Lowtechapproach”
•Emphasisonhighbusinessethicsandstandards
•Mostimportantthingtolookatwhenhiringnewemployeesis“Abalancedpersonality“
981125MU_262423_074v3.i
EXAMPLESOFSOFTWARECOMPANIES’CULTURES
“Funplacetowork”
•Selfrunaerobicclasses,companyrockband,frequentbeachparties,carraces
•CEOevenperformedHawaiiandancedressedinwigskirtto
“Workhard–playhard”
•Claimstohavehighestcombinedcompensationpackageintheindustry
•Extremelybottomlineoriented
•Specialpartiesfortopperformers(likefreeboatrideswiththecompanyboatorspontaneoustripstotheCarribean
Source:SecretsofSoftwareSuccess25
981125MU_262423_074v3.i
BALANCEDECISIONS-DEVELOPMENT
Managementareas
Keybalancestofindwithinthetop5areas
Partnering
Servicestrategy
Marketing
People
management
…versus...
Growthemarket,but
shareitwithpartners
Focusonasmallermarket,
but“takeitalone”
Maintainorganizationalfocusonproductbusinessonly
Investinmoreaggressive
brandbuilding
Focusonshort-termprofitabilityby“utilizingpeople”efficiently
…versus...
…versus...
“professionaltouch”
Investindevelopingand…versus...
retainingpeoplelong-term
Development
Emphasisoncreativityand…versus
flexibility(ad-hocculture)
.Emphasisonprocessesand
disciplinedexecution
Processanddiscipline
•Quickstaffing(Startprojectfaster)
•Limitedplanningefforts(Savetime)
•Emphasisoncodingnotondesignandtesting(Onlycodingis“productive“)
•Noorfewdefineddevelopmentprocesses(Processeshampercreativityandflexibility)
•Deliverallfeaturespossible(Themore
26
981125MU_262423_074v3.i
SOFTWAREDEVELOPMENT-BALANCEDECISIONS
Creativityandflexibility
Practice(rationaleorbelief)
Practice(rationaleorbelief)
•Qualitystaffing(Havingthebestteamismostimportant)
•Elaboratedplanning(Planningsavestimelater)
•Elaborateddesignphase-earlystartoftesting(Gooddesignandearlytestingmakeabetterproduct)
•Strictlydefinedprocessesthroughoutthewholedevelopmentprocess
(Processesensurequality)
•Disciplinedfeaturepriorisation(Avoid
featuresthebetter)
featurecreep)
Balanceisoftenshiftedtowards“creativityandflexibility“dueto:
•Unexperiencedmanagers
•Extremetimepressure
•Pressurefrommarketing,customersandcompetitors
•Highuncertainty
27
Source:SecretsofSoftwareSuccess
Probabilityofprojectcancellation(totalfailure)asafunctionofprojectcomplexity
Probabilityofprojectcancellation(inpercent)
100
75
50
25
0
10100100010000100000
Projectsize(functionpoints)
981125MU_262423_074v3.i
SOFTWAREDEVELOPMENT-RESULTS
Reasons
•Enormouscomplexity
–e.g.Windows95=11Millionslinesofcode,SAPeven30Millionlinesofcode
–„Softwareproductsareamongthemostcomplexentitiesmeneverbuilt-maybeonlytheegyptianpyramidswerecomparablegiventhetechnicalcapabilitiesoftheirtime“
CapersJones
•Enormousuncertainty
–Unclear(andchanging)customerrequirements
–Designuncertainties(impactofsmalldesignchangesonthefinaloutcomecanbesignificant-predictionisextremelydifficult)
–Changingtechnologicalenvironment(productsusingacertainplatform,e.g.anoperatingsystem,usuallymust
change,whentheplatformchanges)
100%
100%
Nevertheless...
OntheCMMScaleof
softwareprocessmaturity
morethan75%ofall
surveyedcompanies
ranked
1-CHAOS
INVESTINPROCESS
981125MU_262423_074v3.i
ILLUSTRATIVE
Realexperienceofprojectsthat…
...paylittleattentiontoprocess
Thrashing
Productivework
Process
Startofproject
Endofproject
Percent
ofeffort
...focusearlyonprocess
Thrashing
Productivework
Process
Startofproject
Endofproject
Elaborateddevelopmentprocesses
–shortentimetomarket
–decreasecost
–reducedefects-increasequality
–improvemorale(contrarytocommonbelief)
ExampleLockheed:After5yearsofprocess
improvementdefectswerereducedby90%,timetomarketby40%,costby75%
Source:SecretsofSoftwareSuccess28
Source:SecretsofSoftwareSuccess29
Degreeofuncertainty
Downstream
Requirements
analysis
Design/
Integration
andtesting
Upstream
phase
Maintenance
Coding
phase
Time
981125MU_262423_074v3.i
TWOPHASESWITHVERYDIFFERENTEMPHASIS
Examplecompany
2phaseprocess:
Idea&Designphase
•Ideacreationisfocus
•Playfulandinformalatmosphere(peopletalkintheaisles,coffeecornersfrequentlyused
•„Wearesittinginacircleandholdhands“
CTO
ImplementationPhase
•Rigorousanddisciplinedimplementationisfocus-nodistractionpermitted
981125MU_262423_074v3.i
Successfulcompaniesareabletodividealargeprojectintosmallsectionsthatcaneasilybemonitored
Shareofdefineddevelopment
projectslastinglessthan1.5months
Percent
Successfulcompanies
Lesssuccessfulcompanies
11
4
981125MU_262423_074v3.i
Successfulcompanieshavetighterprojectmanagement
Frequencyofcomparisonoftargetvs.
actualprojectperformance
Days
18
11
Byprojectmanager
35
26
Byinternalsteering
committee
Successfulcompanies
Lesssuccessful
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