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1、第1頁，共29 頁,1,中華民國 九十七 年 五 月 三 日,課程名稱：領導與競爭優勢指導教授：曾燦燈教授RA7944147 劉公權RA7961084 王雨晴RA6967053 ANANYA,高階領導人的策略領導,第2頁，共29 頁,報告大綱,文獻回顧如何執行策略領導個案分析結論,第3頁，共29 頁,報告大綱,文獻回顧 領導的定義 領導的意義與內涵 領導與管理的差異 策略領導的意涵 策略領導的定義 策略管理的定義 策略領導的關鍵 具體執行,領導的定義:,領導者有效的影響被領導者努力工作以達成領導者要追求的目標這種過程或活動稱為領導。,第5頁，共29 頁,綜觀有關領導之文獻，學者大多將領導理論分
2、為:特質理論(trait theory)、行為理論(behavioral theory)及全變理論(contingency theory)三類，近年來有關於領導理論的新趨勢，以轉換型領導(transformational leadership),領導的意義與內涵,第6頁，共29 頁,與交易型領導(transactional leadership)為代表，其意義與差別分數如下：,領導的意義與內涵,第7頁，共29 頁,上圖 轉換型領導與交換型領導的組成要素資料來源：orthoues,2001,第8頁，共29 頁,領導與管理的差異,領導是做對的是事 vs.管理是把事做對,第9頁，共29 頁,Hamb
3、rick&Mason(1984)提出高階階梯理論(Upper Echelom Theory)明確指出，組織的結果主要是受領導者本身的價值觀和認知的影響，而不是公司的董事會或環境因素。雖然，組織策略的形成也可能是由下而上，但是Hambrick and Mason強調，領導者是組織中最能對組織策發揮獨一無二的影響效果。經過數年的發展，高階階梯理論被認為是策略領導的前身(Cannella and Monroe,1997)。,策略領導的意涵,第10頁，共29 頁,策略領導的定義：個人具預測、提出願景、保持彈性、策略性思考、並與他人合作倡導變革的能力，以為組織創造一個具有生命活力的未來（Strategi
4、c leadership is defined as a persons ability to anticipate,envision,maintain,flexibility,think strategically,and work with others to initiate changes that will create a viable future for the organization.）,策略領導的定義（一）,第11頁，共29 頁,策略是管理者為達到公司目標所採用的行動方向與準則，也是公司推動業務的基本方向。因此，策略管理是企業經營管理的首要工作，主要的內涵包括決定公司經營
5、的範疇、決定如何經營才可獲利、或是如何經營才可全身而退，而仍具有存活能力。,策略管理的定義（二）,第12頁，共29 頁,策略管理就程序而言，包括兩大階段：策略規劃與策略執行。策略規劃涉及分析公司所面臨的內、外在環境，並依此決定適當的策略行動方案。而策略執行包括組織結構的調整因應，及其他為順利推動策略行動方案所進行的相關業務，以追求在最適當的環境下推動策略方案。,第13頁，共29 頁,具體而言，策略是建立公司整體目標的方法，而目標包括公司的長期目標、行動方案與資源分配的優先順序；策略是用來定義公司競爭的範疇；策略是一種對內、外環境的具體反應，以達到公司永續的競爭優勢；策略也具體地界定公司的管理工
6、作。這四種定義說明了策略的具體內容，而策略管理的主要目標便是冀求這四項具體內容或業務，能在有效果與高效率下進行，使公司能在產業中占有一席之地。,第14頁，共29 頁,策略領導的本質：指導組織建立架構，以決定未來的特質及方向。協助公司領導者：收集及分析情報、建立策略願 景、發展執行計畫、採取行動，並追蹤執行成果。保持決策過程在組織各層級的一致性。巧妙閃避目前流行、但可能有致命危機的短期策略論。,第15頁，共29 頁,策略領導的關鍵,策略領導需要藝術與紀律並用。藝術指的是具有創意、跳脫窠臼、海闊天空的思考方式。例如：構思出幾個可行的策略遠景方案，供高層策略小組進行評估，或是新產品開發、推敲各種可能
7、的企業經營情境、找出決策的依循標準，以及策略性、刻意地造就新的企業文化。同樣的，在溝通既定策略、爭取支持與認同的過程當中，也需要發揮創意。,第16頁，共29 頁,策略領導的關鍵,紀律在策略的思考或執行過程中都是非常重要的。例如：首先要能設計並執行一個計畫，其中包括上百個專案、上千個子專案，以作為策略執行的先決條件，這個工程其實並不容易。另外要確保決策在組織上下都能維持一致性，也不是一件簡單的事。許多組織的領導者都堅信，以紀律來貫徹策略的設定與執行之必要性。,第17頁，共29 頁,在某家全球知名的重型機具製造公司中，高階團隊非常用心的研議了一項策略，他們有明確願景，且承諾共同投入，一切都已就緒，
8、準備放手一博。該企業出身北美洲的總經理素來享有威名，他為這個新策略所訂的溝通計畫非常簡單：他特製了一卷宣傳錄影帶，分送該企業位於全球各地的營運據點，以此教育員工，並試圖爭取大家的認同。結果，員工對該影片的接受度非常低，這一點也不奇怪因為海外員工使用英文的比例本來就不高，對於,第18頁，共29 頁,他那種美式表達更是陌生。結果，一個對組織每位成員都非常重要的策略訊息，因為無效的包裝而被全盤否決。,第19頁，共29 頁,大多數的管理團隊通常都十分盡責、忠誠，而且擁有最佳的策略動機。然而他們都有其共通的缺點，以至於可能在以下幾個重要策略流程中失敗：策略遠景的擬定。根據客觀事實、相關資訊形成的假設，家
9、 以各種情境分析，藉此擬定策略願景。策略願景的溝通與執行。使組織內與執行策略的關鍵人物充分理解，並各司其職以配合策略執行的過程。,第20頁，共29 頁,策略遠景的更新。持續確保公司擬定的策略願景是適當而靈活的，並能持續保有原來的動力。,第21頁，共29 頁,策略擬定與執行的五大階段,策略情報的搜集與分析策略擬定策略專案總規劃策略執行策略監控、檢討及更新反覆回饋,第22頁，共29 頁,當組織為了未來的成功預作準備時，最重要的內部因素就是策略的擬定及策略領導。領導包含了願景的建立、發展、激勵、溝通及參與，這是讓策略擬定邁向成功的原動力。策略制訂之後，其執行是否能成功，完全要靠問題解決系統的運作。這
10、個系統能運用資訊、凝聚共識、探索機會，並且化危機為轉機，因此該系統的品質、效能及速度將會決定組織是否能順利由願景跨入執行階段。,第23頁，共29 頁,其他因素,企業流程目標人員能力組織架構資訊/知識管理企業文化,第24頁，共29 頁,團隊的整合,領導者的策略小組適當的人選良好的判斷能力熱誠與勇氣合作策略思考的能力：抽象思考的能力、全面性的觀點、創意、善於表達、對於含糊不清的容忍度、對於長期發展的使命感。,第25頁，共29 頁,領導者在策略領導的特殊角色,當策略小組開始擬定策略時，領導者應該已經做了兩個決定：選定策略小組成員，並且選擇依個完整的流程來進行策略的五大階段。儘管領導者的洞察力及專業知
11、識在某些與內容相關的部份是非常有價值的，他對整個小組與整體流程的責任將會明顯影響最後的結果。因此，領導者必須謹慎的面對以下的問題：,第26頁，共29 頁,哪些小組成員展現出思想領袖的特質？他們所扮演的角色是否能充分發揮他們在策略思考上的長處？他們在策略思考上的整體素質如何？有沒有漏掉哪些可以幫助我們更好的人？在工作上，有哪些力量超出了高階團隊的掌控範圍外？,第27頁，共29 頁,身為公司領導者執行長，我是否已經做了所有該做的努力，支持小組進行突破性的思考及創意發展？我是否能確保我們是在描繪願景而非進行規劃？如果策略小組被困在某些議題中，我是否有足夠的勇氣動用自己的領導特權？,個案分析:,北台塑
12、、南奇美專制合理之領導王永慶(經營之神)。人物素描 成功、卓越、巔峰、多金的代名詞。領導風格 專制合理之領導。領導策略-瘦鵝論(韌性逮到機會，會迅速吸取養分)以低成本為優勢。管理理念 追根究底，實事求是，點點滴滴求其合理化宏觀自然之領導許文龍(壓克力之父)。人物素描 灑脫、自在，不愛上班的董事長。領導風格 宏觀自然之領導。領導策略-知己知彼 知人善用(惜才)。管理理念 消滅管理,第28頁，共29 頁,個案分析:,雅芳:轉換型領導 策略:建立個人品牌 行銷自己,第29頁，共29 頁,個案分析:,American Express:Always Creative:Create different c
13、ards for different needs,its a way for their marketing.First one with reward.Understand customers needs.Baby Boom:,第30頁，共29 頁,第31頁，共29 頁,結論,策略可說是在企業中最常用、卻又最被濫用的名詞。在經濟全球化的今日，策略性思考經常被拿來跟網路公司、電子商務、企業購併等熱門問題劃上等號。過去幾年來，每個產業都被購併狂潮所席捲，史的策略性思考與領導被矮化為回應式策略、直覺、老二哲學，以及為了安撫股東與證劵分析師的應急之道。,第32頁，共29 頁,現今企業若是缺乏脈絡清晰
14、且前後一貫的策略，其危險程度將比過去任何時期都更為嚴重。而那些空有策略方向，但其執行態度輕率、過程與品質粗劣的企業，所面臨的危機也同樣重大，這些都是未來領導人所要思考的問題。,What are Strategies?,Strategies are broad,directional statements of purpose.They tell company what it wants to do and where it wants to be:they are the companys market guides.Increasing sales,introducing and repo
15、sitioning products,entering and discovering new consumer segments,and overcoming consumer objections are all strategies that the companys concerted efforts strive too reach.,A strategy is often difficult to develop.Most people write strategies that are too specific and insufficient as a directional
16、statement.Strategies are guides for the marketing process and reflect the policies of the company,not procedures.Plan are procedures and should not be devised until strategies are well developed.Conversely,strategies should not contain the operational,detailed information found in the plans.,The bes
17、t way to understand strategies is to see an example.,Student Background Form,Name:Team(Instructors Use):Classification Freshman Sophomore Junior Senior Graduate:Major:Marketing Other Business OtherResidence On Campus Far from CampusEmployment None:Part-Time Full-TimeAre Most f Your Classes:Day Night
18、Consumer Behavior Psychology,Business Report WritingPrinciples of MarketingMarketing StrategyInformation Systems/Management ScienceAt least one semester of StatisticsOtherOtherComputer SkillsWord ProcessingSpreadsheetsHave you used a personal computer and modem to communicate with campus computers?H
19、ave you completed a major business project in any other course?Other Information Desired by Information Desired by the Instructor:,YOUR PERSONAL PLAN,You should have a plan for graduating and beginning a career.Use the form below to begin your personal plan.I.Goals and Objectives I will graduate byS
20、pecial skills that you will develop before graduation,e.g.,computer graphics,business writing,interviewing skills,etc.Describe,in detail,what your life will be five years after graduation your job,Salary,location,family status,etc.,II.PlansList the course you still need to take in order to graduate,
21、the semester in which you will take them,and the grade you intend to receive in each.USE A SEPARATE FOR ADDITIONAL ROOM IF NECESSARY.Course Title Semester GradeDescribe some of the specific steps that you will take to achieve your five year goals.For example,if you want to make$40,000 per year,what
22、steps will you take to achieve this?Be both specific and brief.USE A SEPARATE SHEET FOR ADDITIONAL ROOM IF NECESSARY.III.EvaluationNow,evaluate your current progress toward your goals.Is it Poor Satisfactory ExcellentAlso,provide a brief assessment of the objectives themselves.Do you feel that they
23、are realistic and attainable?Can you easily reach them or will they be very difficult to attain?,GROUP INFORMATION SHEET,YOUR NAME:Team:MEETING TIMES:Regular MeetingAlternate#1Alternate#2GROUP COMPOSITIONTEAM MEMBER:PHONE:SPECIAL SKILLS:,Client Interview form,Name Of FirmAddress Contract PhoneGenera
24、l Information:Years in operation and background:Major products,product line,or services:Customers:Geographical distribution:,Client Interview form Cont.,Descriptive Characteristics(Age,Sex,Income,Occupation,Marital Status,etc.):Do you have customer groups that differ significantly from each other?If
25、 so,how?Are there customer groups you think you should be reaching but arent?If so,What do you think is the reason they arent being reached?Are all of your potential customer groups sufficiently aware of your product or service?If yes,why do you do think that?If not,why not?,Client Interview form Co
26、nt,Competition:Who do you believe to be your major competitor(s)and is(are)the particular strength(s)of each?Competitor Major StrengthsPricing:How important is pricing in maintaining your competitive position?How are your prices compared to your competitor(s)?How do you set your prices changes?Adver
27、tising:How important is advertising in maintaining your competitive position?What does your advertising say?How much(or how often)do you advertise?Where do your advertise?Do your competitors advertise more or less than you do?Do you think their advertising is effective?,Client Interview form Cont,Sa
28、les Promotion:Are sales,special prices,coupons or other promotional items important to the success of your business?Which kinds do you and your competitors use?Do you use these methods to attract new customers or to build loyalty among existing customers?Distribution or Location:How important is dis
29、tribution or location in maintaining your competitive position?How is your location compared to your competitors?Personal selling and customer service:How important is personal and/or customer service in maintaining your competitive position?How is your sales staff compared to your competitor(s)?,Cl
30、ient Interview form Cont.,Major Decisions:Are there major decisions in any area of your business that you are contemplating within the next year?Decision#1:#2:Major alternatives:Greatest uncertainty about alternatives:What would you like to know that would help reduce this uncertainty?OTHER INFORMAT
31、ION,PEER EVALUATION,The purpose of this is to allow you to evaluate the relative contribution of your group to the project you have performed.Your instructor may ask you to assign a score to the overall contribution of each team member,or she/he may ask you to evaluate individual areas as well as th
32、e overall contribution.I n making your evaluation,you should divide 100 points among the members of the group,other than Thus,the total in each column should be 100.You will not evaluate yourself.However,you may use the“Comments”space at the bottom of the form,as well as the back,to mention specific
33、 aspects of your performance,or to provide written comments about the team members.,Price/Contribution Analysis,In the spaces below,list each product that is offered by your client.Next to it,list the total variable costs for that product.If you are unable to determine the exact variable cost,make a
34、n estimate.Your client may be hesitant to share some of this information with you,Copy this form for more room.Product Selling PriceVariable Cost(Type and Dollar Value)Contribution MarginNow,use the information above to calculate the total contribution margin for this company.For consistency,choose
35、the same sales period for each product.For example,calculate the number of units sold for a certain week,month,etc.Sales Mix CalculationSales Period to,ProductUnit contribution MarginNumber Sold Total Contribution MarginTotal,Analyzing Promotional Effectiveness,Use the form below to rate the effecti
36、veness of each promotion.Copy this form for more room.If you have some calculations to reinforce your evaluation,attach them to this form.Promotion Calculations Attached?Success Rating(PoorGood),Analyzing Your Competition,Use this as a guide for analyzing the competition.Copy this from if you need m
37、ore room.Competitor:Address:Organization:Parent company:Subsidiaries:Marketing Director:His/Her experience:Description of sale organization:,Product name and description:Sales changes in the product:Price structures:Distribution:Type of promotions and probable costs:Description of the market segment
38、s the completion serves:Most outstanding benefits the product offers these segments:Weaknesses of the product in relation to these segments:How their product compares with yours:Where is this competitor on the Benefit/Segment Matrix?Major strategy for competing with this product:,Segmenting The mark
39、et,Carefully write in all information gathered on each segment,Be specific.You may wish to make copies of this form for extra room.Primary segment:Demographic variables common to this segment:Geographic origins:Usage-rate and other usage features:Secondary segment:Demographic variables common to thi
40、s segment:Geographic origins:Usage-rate and other usage features:Tertiary segment:Demographic variables common to this segment:Geographic origins:Usage-rate and other usage features:,Predicting Market Growth or Decline,Use the following list as a log for cataloging the information that you hope to a
41、cquire.Make copies of this form for more room.Market SegmentType of Information Needed to Predict Growth or Decline Source of Information,The market environment,Use the spaces below to carefully analyze the environmental variables that affect your client.Start with the most obvious conditions first
42、and then proceed to the more subtle variables.After listing each environmental influence,list the opportunities or challenges that each presents.Make copies of this form if you need more room.Legal,LegalPoliticalTechnologicalSocialEconomic Variable Opportunity/Challenge,The marketing Strategy Grid,O
43、n the grid below,place your clients company and the Competition.Then,list the reasons for your decision.,The Marketing information System,Use the forms that are contained in this Appendix to define your clients MIS.Information needs and likely sources for that information:Information Category Curren
44、t CustomerGeneral CustomerCompletiveEnvironmentalMarketing EfficiencyOthers:,Information Needed:,Who Needs It?Why do people need this information?Where can it be found?Source1)Source 2)Who is responsible for compiling it?When is it due?How should it be presented?(Circle one)Graph or ChartReportForm
45、ON its ownWhen should the data be reported?,Writing your Strategy,Write your major strategy statement.Including all five parts discussed in An Example of a Strategy.Be brief and realistic.You can further develop your strategy later.You may wish to make copies of form for future use.,Setting Objectiv
46、es,In the spaces below,establish some objectives for your company.Use this opportunity to demonstrate that each objective meets the three criteria:Measurable,Attainable,and Timely.Make copies of this form if you need more room.Measurable Goals that are quantitative are measurable.Make sure notes abo
47、ut the types of measures used and where the information can be found.Attainable.Use some of the Math of Marketing that you will learn from Chapter Nine of this to demonstrate the ability to reach the objective.Timely If a goal has a time limit on it is timely.The system used below will require a tim
48、e frame.It is not necessary to re-justify timeliness.ObjectivesShort-term(within 6 months)Objective:Demonstrate ability to attain:,Writing The Basic Selling Idea,Step 1.Assessing User Needs.In the Benefit/Segment Matrix section,you examined your segments needs.Your list of benefits should fit these
49、needs.Primary segment name:Unfulfilled needs:Secondary segment name:Unfulfilled needs:Tertiary segment name:Unfulfilled needs:,Step 2:Assessing Product Benefits.Describe of your product that meet the needs of the segments.If the benefits do not needs,then something is wrong.Either redesign your prod
50、uct or redefine your segment.Write the benefits of your product in the spaces below.Primary segment name:Benefits that needs:Secondary segment name:Unfulfilled needs:Tertiary segment name:Unfulfilled needs:The Language of PromotionsThe words used in a BSI translate into advertisements.For this reaso
