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1、战略经济学,参考教材,战略经济学，Besanko, Dranove, Shanley and Schaefer, 中国人民大学出版社,本章文献,Teece,Economic analysis and strategic management，1984, California Management Review Mintzberg,1987,THE STRATEGY CONCEPT I: FIVE Ps FOR STRATEGY, California Management Review,导言：战略与经济学,本章结构： 一、从战略的定义看与经济学的关系 二、战略管理的发展历程与经济学 三、从现代
2、企业的演进理解经济学的边际原理,从一个案例来理解战略的定义,什么是战略,strategy is “the determination of the basic long-term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out the goals 钱德勒,The pattern of objectives, purposes or goals, and the major
3、policies and plans for achieving these goals, stated in such a way as to define what business the company is in or should be in and the kind of company it is or should be Andrews，1971,Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliv
4、er a unique mix of value.波特，1996,一个综合的定义：5P,Plan Ploy Pattern Position Perspective,plan,战略是有意识的、有企图的行为过程，应对环境的行动指南 事先有意识地确定,ploy,行动策略 兵者，诡道也。故能而示之不能，用而示之不用，近而示之远，远而示之近。利而诱之，乱而取之，实而备之，强而避之，怒而扰之，卑而骄之，佚而劳之，亲而离之。攻其无备，出其不意。 发展：敌进我退，敌驻我扰，敌疲我打，敌退我追。,Pattern,可以是理性的意图的，也可以是在一系列决策中自然而然产生的，它作为一种事后体会和总结成的模式而被追认
5、和存在。 表示不管是否意识到，一致性的行为或者说在决策序列中展示的一致性。,Pattern,Position,相对于竞争对手的定位 揭示企业所选定的经营范围、产品与市场组合以及独特的竞争优势 案例：新东方的初始定位,Perspective,企业的人格特点 通过主导的和共享的价值体系和管理逻辑来感知世界。 战略不是一个真实有形的物理存在，而是一种概念，一种概念化的存在，作为通过某种想像力虚构而成的记忆，储存于相关人士的脑海里。,战略定义与经济学的关系,经济学的要义： 资源稀缺、选择、最大化,二、战略管理的发展历程与经济学,(1) market opportunity; (2) firm comp
6、etence and resources; (3) managers personal values and aspirations; and (4) obligations to segments of society other than the stockholdersLearned et al., 1965 Learned, E. P., Christensen, C. R., Andrews, K. R., & Guth, W. D. 1965/1969. Business Policy: Text and Case (rev. ed.). Homewood, IL: Richard
7、 D. Irwin.,为什么用经济学研究战略,追求卓越 （彼得斯和沃特曼，1982） 采取行动；接近顾客；自主和创业精神；以人为本；亲身实践、价值驱动；坚持本业；组织单纯、人事精简；宽严并济 八个特征 基业长青（柯林斯，1996） 造钟，不是报时；利润之上的追求；保存核心，刺激进步；胆大包天的目标；教派般的文化；择强汰弱的进化；自家长成的经理人；永远不够好；协调一致 从优秀到卓越， （柯林斯，2001）,商业分析方法的问题 经济学强调解释规律，并强调适用条件 抽象力的重要性，考虑任何原则的适用条件,战略的框架,企业边界 市场与竞争分析 战略定位及其动态调整 内部组织,三、从现代企业的演进理解经
8、济学的边际原理,经济学的边际原则,交易成本的问题,1840, 1910 and Today,The years 1840, 1910 and 2003 represent widely disparate business conditions A historical analysis of business conditions illustrates the durability of fundamental economic principles behind business strategy,Conditions of Business in 1840: life without
9、a Modern infrastructure,Infrastructure in 1840,Infrastructure in transportation, communication and finance were poorly developed in 1840 Poor infrastructure was behind the dominance of small family firms in that period,Transportation in 1840,Though railroads had begun to replace horse and wagon for
10、transportation of goods, national railway network had not yet arrived Waterways used for long distance transportation was still in initial stages of development With poor transportation, producers were limited to local markets,Communication in 1840,缺乏基础的通信手段致使无法设置分支机构。影响铁路的运营时刻，从而阻碍了远距离商品传送 Postal s
11、ervice which was the dominant mode of long distance communication still relied on the horse 邮费昂贵，且邮递的速度取决于天气，以致于重要邮件自己传递 Telegraph was still in an early stage and was very expensive to use,Finance in 1840,Most businesses were partnerships and they found it difficult to obtain long term debt Shares o
12、f stock were not easily traded and cost of capital was high No institutional mechanism existed for handling business risk Futures trading 第一个期货市场1858年在芝加哥成立,Production Technology in 1840,Most factories used century old methods of production Use of standardized parts (prevalent in clocks and guns the
13、n) was just beginning Factories operated on the basis of internal contracts with supervisors leasing space, hiring workers and producing the goods,Government in 1840,Government was involved in large infrastructure investments such as canals and railroads Government also resolved commercial disputes
14、and set the rules of the game for the businesses 制订标准（例如时间标准）,Doing Business in 1840,Numerous intermediaries Farmers to factors to brokers agents to buyers Substantial price risk for participants,Business in 1840,Technology limited production to traditional levels Without transportation infrastructu
15、re and access to large markets, mass production technologies would not have been useful,Business in 1840,Without communication infrastructure, information on prices, sellers and buyers were not readily available Given the tremendous risk, banks were unwilling to finance business expansion Under thes
16、e conditions, businesses were small and informally organized,The world of 1910,Business Conditions in 1910,Mass production technologies made possible high volume low cost manufacture of goods(大规模生产过程、流水线、打字机、复写纸、加法机、垂直报告系统等的出现) Railroads dominated transportation and allowed mass distributors to reach widely scattered customers Telegraph and telephones greatly improved long distance communications,Finance in 1910,Securities markets traded shares of large industrial firms Credit bureaus made credit information easily accessible Public disclosure of accounting information was in vogue,
