企业战略管理培训教程223.pptVIP

September 2002 NJU 贾良定 * 第十二讲 横向战略的战略分析 1.The Growing Importance of Horizontal Strategy 2.Intrrelationships Among Business Units 3.The Steps of Formulating Horizontal Strategy 4.Interrelationships and Diversification Strategy 5.Organizational Mechanisms for Achieving Interrelationships 6.How to Manage Horizontal Organization? Horizontal strategy is a coordinated set of goals and policies across distinct but interrelated business units. It is required at the group, sector, and corporate levels of a diversified firm. It does not replace or eliminate the need for separate business and/or business unit strategies. Rather, horizontal strategy provides for explicit coordination among business units that makes corporate or group strategy more than the sum of the individual business unit strategies. 1.The Growing Importance of Horizontal Strategy ⑴Diversification philosophy is changing ⑵Emphasis is shifting from growth to performance ⑶Technological change is proliferating interrelationships and making them more achievable ⑷Multipoint competition is increasing 2.Intrrelationships Among Business Units ⑴Tangible Interrelationships ①Procurement Interrelationships. Source: common purchased inputs; Possible forms of sharing: joint procurement. ②Technological Interrelationships. Source: common product(or process) technology, common technology in other value activities, one product incorporated into another, interface among products; Possible forms of sharing: joint technology development, joint interface design. ③Infrastructure Interrelationships. Source: common firm infrastructure needs, common capital; Possible forms of sharing: shared raising of capital, shared cash utilization, shared accounting, shared legal department, shared government relations, shared hiring and training, etc. ④Production Interrelationships. Source: common location of raw materials, identical or similar fabrication(or assembly) process, identical or similar testing/quality control procedures, common fact