Michael Porter (MichaelE.Porter) believes that corporate strategy is a series of actions that separates the company from its competitors. It refers to the long-term vision of the management (top) level to achieve goals. Operational management is about doing things well, while formulating strategies is about doing things right. Therefore, corporate strategy is the core joystick for the company’s future success. There is a lot of literature on this issue today: from advice and advice to detailed description of the strategic process, to the guidance of design strategy seminars, there are various books and articles on all aspects of strategic deployment for reference. So it seems that there is never a lack of successful corporate strategies-but in fact 70% of them are failures, they are not used in practice, or incompletely used in practice, or merely as expressions The good draft paper was put in the drawer. Common reasons are management and employees’ resistance to change, inappropriate corporate culture, or lack of urgency.
How to play a positive role in strategy formulation? For this reason, we have proposed an “independent strategy” as an alternative to traditional strategic deployment methods. In addition, it should be pointed out that from the relevant findings of behavioral strategy research, people should not be completely rational when formulating strategies; on the contrary, they can be positively or negatively affected by the environment.
Changes in strategic management: autonomous strategy
In recent years, the process of strategy formulation has undergone tremendous changes.
Strategic focus: past and present
In the past, the company’s operations were like a machine with meshing gears. Employees are gears that can be quickly replaced in this machine. People think gears are not as important as the machine itself. Efficiency and calculability are the reasons for investment decisions. Today, Internet companies like Google make cars; private homeowners can also rent out their personal homes through platforms like Airbnb, becoming competitors of hotel companies. As a result, the neoclassical logic of the past has become invalid in today’s market: the predictability of market development is reduced, and investment must be made according to the “impact criterion”, not just from a financial perspective. For example, Jeff, the founder of Amazon? Jeff Bezos has always believed that corporate growth is more important than profit maximization. The success is that whoever has an impact on the customer will become a part of the customer’s life. The focus of the definition of disruptive innovation is not the level of creativity, but the scope of its activities in the market and the influence it exerts.
Enterprises have gone through the upgrade from immutable machines to organisms, which has also increased the importance of employees as organism cells and carrying all organizational information. In order to be able to respond in a timely manner to complex, uncertain, and unclear environmental conditions, agility is the guiding principle of today’s strategic development. Agility refers to the enterprise’s responsiveness, flexibility, speed and direct ability to adapt to new environmental conditions. In the process of agile strategy formulation, short-term meetings-usually half a day to two days-plan the company’s possible development direction and determine the priorities, rather than long-term and detailed planning of future goals. In order to obtain multiple perspectives in the discussion, in addition to senior management, representatives of various working groups and subject matter experts will also participate in the meeting. Subsequently, the person in charge selected by the meeting participants reviewed the feasibility of the plan. If the established goals pass the review, they will become part of the constantly updated corporate strategy map. In the next step, a special project team is responsible for the overall planning and implementation of the company. Because of regular short-term strategy meetings (about every three months), the company’s strategy is always adapted to the current environment. At the same time, this method also takes into account that strategic development is not a linear process, but a parallel and intertwined process of analysis, elaboration and implementation.
The focus of strategic development is to find a “blue ocean strategy.” The blue ocean strategy was created by W. Money, a scientist at the European Institute of Business Administration. Kim (W.ChanKim) and Renee? This is based on case studies and empirical investigations by Renée Mauborgne. The goal of the blue ocean strategy is to discover emerging industries in addition to the existing red markets, so as to avoid competition. Use business model innovation to develop new customer groups instead of continuing to develop and optimize the original business model. In their book “DerBlaueOzeanalsstrategie” (DerBlaueOzeanalsstrategie), Jin and Mobgne provide practitioners with various methods that can help them systematically develop the “blue” market. No matter which method the company uses, it can find innovative business model ideas: Obviously, companies like taxi service provider Uber or housing rental agency Airbnb have used this business model innovation to reverse Existing market logic. In this way, the survival opportunities of traditional enterprises that still focus on resource accumulation and core competitiveness are reduced.
In the past, the decision-making of enterprises was based on cost leadership strategy, differentiation strategy and supplementary strategy, while independent strategy is another concept proposed for today’s innovation-driven world. Autonomy has the meaning of “confidence” and is a positive attitude of change. Unlike the traditional business model optimization method, this concept focuses on different business model innovations. The strategy formulation process is regarded as a non-linear evolutionary adaptation process. This method does not focus on core capabilities, but tries a series of new business models in the most different fields. A business model includes the description of the product or service architecture and the participants needed to implement it, so it describes how a business idea should work. By combining the proven business model improvement and optimization with innovative business methods with varying degrees of aggressiveness, new organizational energy has been generated. According to Heike? According to Professor HeikeBruch, companies can use this power to operate and shift markets in a focused manner. Traditional strategic development tends to be resigned and moderately slow, while the goal of independent strategic methods is to generate creative energy through the combination of progressive and radical innovation.
The organizational principles of strategy implementation have also changed, from the original bureaucratic control system to the elite control principle focusing on performance and ability. The identity of the speaker is no longer so important, what is important is the content of the speech. The disappearance of organizational boundaries means that companies are increasingly cooperating or negotiating with external stakeholders on strategic issues, no longer just to optimize their company’s market position, but in the process of complex and collaborative strategic development , Think more comprehensively and sustainably.