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竞争优势是一个不断变化的目标,应远离那种略带静态意味的竞争观念,如市场份额、差异化、低成本、核心竞争力等,而让企业处于一种建立动态能力的状态。组织只有把创造危机作为超越自身界限的手段,才可能处于一种永久变革和创新的状态。单纯的顾客导向是具有局限性的,企业在某种意义上必须超越消费者个人的偏好。现代商业的首要法则,不仅仅是发现并实现顾客需要,而是想象和创造需求。在易变的竞争环境中,战略不再仅仅是价值链中一系列固定活动的安排,而是创造整个价值系统。对合作观念的强调并不排斥和妨碍竞争,对竞争精神的强调也应以不妨碍和谐和共赢为前提,应将二者有机地结合起来。
Competitive advantage is an ever-changing goal. Stay away from the somewhat static concept of competition, such as market share, differentiation, low costs, core competencies, etc., leaving the business in a state of dynamic capacity building. Only by creating crises as a means of transcending one’s own boundaries can the organization be in a state of permanent change and innovation. Simple customer-oriented has its own limitations. In a certain sense, the enterprise must surpass the personal preferences of consumers. The first rule of modern commerce is not just to discover and fulfill customer needs, but to imagine and create needs. In a volatile competitive environment, the strategy is no longer just a series of fixed-activity arrangements in the value chain, but the creation of an entire value system. The emphasis on the concept of cooperation does not exclude or impede competition. The emphasis on competition should also be premised on not hindering harmony and win-win situation, and the two should be organically integrated.