战略败局：企业战略决策失败案例分析

　　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。

　　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

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