Professional Documents
Culture Documents
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THIS CHAPTER WILL HELP YOU UNDERSTAND:
LO 1 Why it is critical for company managers to have a clear strategic
vision of where a company needs to head and why.
LO 2 The importance of setting both strategic and financial objectives.
LO 3 Why the strategic initiatives taken at various organizational levels
must be tightly coordinated to achieve companywide
performance targets.
LO 4 What a company must do to achieve operating excellence and to
execute its strategy proficiently.
LO 5 The role and responsibility of a companys board of directors in
overseeing the strategic management process.
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WHAT DOES THE STRATEGY-MAKING,
STRATEGY-EXECUTING PROCESS ENTAIL?
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FIGURE 2.1 The Strategy-Making, Strategy-Executing Process
Strategy Strategy
Making Execution
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STRATEGIC MANAGEMENT PRINCIPLE
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STAGE 1:DEVELOPING A STRATEGIC VISION,
A MISSION STATEMENT, AND A SET
OF CORE VALUES
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STRATEGIC MANAGEMENT PRINCIPLE
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TABLE 2.1 Wording a Vision Statementthe Dos and Donts
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ILLUSTRATION Examples of Strategic
CAPSULE 2.1
VisionsHow Well Do They
Measure Up?
Vision Statement for Coca-Cola
Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy peoples desires and needs.
Partners: Nurture a winning network of customers and suppliers; together we create
mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
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ILLUSTRATION Examples of Strategic
CAPSULE 2.1
VisionsHow Well Do They
Measure Up?
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211
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ILLUSTRATION Examples of Strategic
CAPSULE 2.1
VisionsHow Well Do They
Measure Up?
For which of these businesses is it the most
difficult to create a vision statement?
How does the scope of a business affect the
language of its vision statement?
How would you reword the Coca-Cola
mission statement to reduce it to less than
100 words?
(Coca-Cola currently = 121 words)
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212
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COMMUNICATING THE STRATEGIC VISION
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214
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PUTTING THE STRATEGIC VISION IN PLACE
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WHY A SOUND, WELL-COMMUNICATED
STRATEGIC VISION MATTERS
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216
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DEVELOPING A COMPANY MISSION STATEMENT
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THE IDEAL MISSION STATEMENT
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LINKING THE VISION AND MISSION
WITH CORE VALUES
Core Values
Are the beliefs, traits, and behavioral norms that
employees are expected to display in conducting the
firms business and in pursuing its strategic vision
and mission.
Become an integral part of the firms culture and what
makes it tick when strongly espoused and supported
by top management.
Matched with the firms vision, mission, and strategy
contribute to the firms business success.
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220
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CORE CONCEPT
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221
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ILLUSTRATION Patagonia, Inc.:
CAPSULE 2.2
A Values-Driven Company
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ILLUSTRATION Patagonia, Inc.:
CAPSULE 2.2
A Values-Driven Company
Specific
Characteristics of
Quantifiable Challenging
Well-Stated
(Measurable) (Motivating)
Objectives
Deadline for
Achievement
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225
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CORE CONCEPT
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226
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CORE CONCEPT
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227
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CHARACTERISTICS OF STRATEGIC INTENT
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228
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THE IMPERATIVE OF SETTING
STRETCH OBJECTIVES
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THE NEED FOR SHORT-TERM AND
LONG-TERM OBJECTIVES
Short-Term Objectives:
Focus attention on quarterly and annual performance
improvements to satisfy near-term shareholder
expectations.
Long-Term Objectives:
Force consideration of what to do now to achieve
optimal long-term performance.
Stand as a barrier to an undue focus on short-term
results.
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CORE CONCEPTS
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WHAT KINDS OF OBJECTIVES TO SET
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SETTING FINANCIAL OBJECTIVES
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235
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THE NEED FOR A BALANCED APPROACH
TO OBJECTIVE SETTING
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236
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GOOD STRATEGIC PERFORMANCE IS THE KEY
TO BETTER FINANCIAL PERFORMANCE
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ILLUSTRATION
CAPSULE 2.3
Examples of Company Objectives
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STAGE 3: CRAFTING A STRATEGY
Strategy Making:
Addresses a series of strategic hows.
Requires choosing among strategic
alternatives.
Promotes actions to do things differently from
competitors rather than running with the herd.
Is a collaborative team effort that involves
managers in various positions at all
organizational levels.
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STRATEGY MAKING INVOLVES MANAGERS
AT ALL ORGANIZATIONAL LEVELS
Senior Executives
Fashion the major strategy components involving their areas of
responsibility.
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WHY IS STRATEGY-MAKING OFTEN
A COLLABORATIVE PROCESS?
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A FIRMS STRATEGY-MAKING HIERARCHY
Two-Way Influence
How to strengthen market position and gain competitive
Business advantage
Strategy Actions to build competitive capabilities of single businesses
Monitoring and aligning lower-level strategies
Two-Way Influence
Add relevant detail to the hows of the business strategy
Functional Area
Provide a game plan for managing a particular activity in ways
Strategies
that support the business strategy
Two-Way Influence
Add detail and completeness to business and functional
Operating strategies
Strategies Provide a game plan for managing specific operating activities
with strategic significance
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244
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Orchestrated by Corporate Strategy
FIGURE 2.2 the CEO and (for the set of businesses as a whole) In the case of a
A Companys other senior How to gain advantage from managing a set of
single-business
executives businesses
Strategy- company, these
two levels of the
Making strategy-making
Hierarchy Two-Way Influence hierarchy merge
into one level
Business
Orchestrated by the senior executives of Business Strategy strategythat is
each line of business, often with advice orchestrated by
(one for each business the firm has diversified into)
the company's
from the heads of functional areas within How to gain and sustain a competitive advantage for
CEO and other
the business and other key people. a single line of business top executives.
Two-Way Influence
Two-Way Influence
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CORE CONCEPTS
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246
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UNITING THE STRATEGY-MAKING HIERARCHY
Corporate-level
Business-level
Functional-level
Operational-level
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247
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STRATEGIC MANAGEMENT PRINCIPLE
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248
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A STRATEGIC VISION + OBJECTIVES +
STRATEGY = A STRATEGIC PLAN
Elements of a Firms
Strategic Plan
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249
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STAGE 4: EXECUTING THE STRATEGY
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251
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MANAGING THE STRATEGY EXECUTION PROCESS
(CONTD)
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252
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STAGE 5:EVALUATING PERFORMANCE AND
INITIATING CORRECTIVE AJUSTMENTS
Evaluating Performance:
Deciding whether the enterprise is passing the three
tests of a winning strategygood fit, competitive
advantage, strong performance.
Initiating Corrective Adjustments:
Deciding whether to continue or change the firms
vision and mission, objectives, strategy, and/or
strategy execution methods.
Based on organizational learning.
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STRATEGIC MANAGEMENT PRINCIPLE
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THE ROLE OF THE BOARD OF DIRECTORS
IN CORPORATE GOVERNANCE
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ILLUSTRATION Corporate Governance Failures
CAPSULE 2.4
at Fannie Mae and Freddie Mac