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战略败局:企业战略决策失败案例分析

战略败局:企业战略决策失败案例分析

作者:谷征

出版社:清华大学出版社

出版时间:2023-03-01

ISBN:9787302618553

定价:¥55.00

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内容简介
  战略管理作为工商管理学科的重要课程,旨在培养学生站在企业高层管理者的角度,通过全面梳理和系统分析企业的目标、外部环境、内部能力等方面,鉴别出适合自身发展的方向和途径,以获取竞争优势,实现可持续卓越绩效的谋篇布局。 失败案例极具学习价值,是企业管理者避免犯低级错误,提高决策成功率的重要借鉴。企业的成功基于创新,创新基于差异化,成功的创新基于符合市场真实需求的差异化。而企业的失败,殊路同归,无论企业性质、规模、业务领域,失败的逻辑具有共性。“成功的路有千百种,失败的路只有这几条。”深刻理解企业失败的逻辑和原因,可以帮助管理者根据前车之鉴,规避决策陷阱,减少决策失败的风险,对企业运营意义十分重大。 然而,失败的企业案例非常稀缺。一方面,绝大多数企业不愿公开自身错误,以免影响品牌形象。另一方面,失败企业的管理往往比较松散粗放,案例开发所需的基础材料和数据难以收集。 因此,本书开发的5个中国企业的战略决策失败案例,对在我国市场中拼杀的企业管理者极具学习价值。其中,美亚汽车因企业已被母公司收购,企业不再运行,愿以其实际经历和教训为工商管理学习者提供样本。A渔业公司和A农牧公司均为我国大型农牧业集团,案例基于实际调研完成,本书中隐去企业名称和可能辨识出具体企业名称的内容。中国A乳业公司和汇源集团的案例,基于上市公司披露数据和公开材料的二手数据开发,不涉及公司内部商业机密。以上5篇案例,均已被中国管理案例共享中心收录。
作者简介
  谷征,英国雷丁大学亨利商学院哲学博士(管理学方向),中国农业大学农林经济管理专业管理学博士。中国农业大学经济管理学院教师,副高职称,硕士生导师。现任中国农业大学MBA教育中心执行主任。曾赴美国哥伦比亚大学、纽约大学、加拿大西安大略大学毅伟商学院等多国院校访问。在企业战略、公司治理、农业产业链一体化领域有深入研究和丰富的实践经验,为工商管理硕士(MBA)讲授“战略管理”课程。撰写专著3部,开发管理案例20余个。多次应邀接受央视、北京卫视、新浪、腾讯等媒体采访。
目录

目录


第1章 绪论 ······························································································1


1.1 问题导向原则 ·····································································································1


1.2 战略管理的目的 ·································································································2


1.3 研究战略决策失败案例的价值 ·········································································2


1.4 企业战略决策失败的主要表现形式 ·································································3


1.5 朴素逻辑与战略逻辑的关系 ·············································································4


1.6 本书目的与结构 ·································································································4


第2章 汇源败局 ·······················································································6


2.1 案例正文 ·············································································································6


2.2 思考题 ···············································································································22


2.3 分析思路 ···········································································································23


2.4 理论依据与分析 ·······························································································24


2.5 关键要点及总结 ·······························································································35


第3章 “全球有机奶第一股”A乳业公司的战略摇摆 ·····························37


3.1 案例正文 ···········································································································37


3.2 思考题 ···············································································································55


3.3 分析思路 ···········································································································55


3.4 理论依据及分析 ·······························································································57


3.5 关键要点及总结 ·······························································································72



第4章 搁浅的海上巨轮——A渔业公司多元化战略的困局 ····················74


4.1 案例正文 ···········································································································74


4.2 思考题 ···············································································································89


4.3 分析思路 ···········································································································89


4.4 理论依据及分析 ·······························································································91


4.5 关键要点及总结 ·····························································································104


第5章 令人惋惜的美亚汽车 ·································································106


5.1 案例正文 ·········································································································106


5.2 思考题 ·············································································································119


5.3 分析思路 ·········································································································119


5.4 理论依据及分析 ·····························································································120


5.5 关键要点及总结 ·····························································································135


第6章 倒在风口上的昔日巨头——A家政公司 ····································138


6.1 案例正文 ·········································································································138


6.2 思考题 ·············································································································155


6.3 分析思路 ·········································································································156


6.4 理论依据及分析 ·····························································································157


6.5 关键要点及总结 ·····························································································169


第7章 企业战略决策失败的共性原因及启示 ·······································171


7.1 战略的本质 ·····································································································171


7.2 企业战略的类别 ·····························································································173


7.3 案例企业决策失败的共性表现和原因 ·························································174


7.4 战略决策的关键要点 ·····················································································176


7.5 战略决策失败案例的启示 ·············································································179


参考文献 ·································································································182





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