JulieSession1&2

UnderstandingGlobalStrategy

了解全球化戰(zhàn)略Theworldeconomyismovingawayfromnationaleconomiestoaninterdependentglobaleconomicsystem,calledglobalisation.Thenewglobaleconomyprovidesopportunities,butalsopresentschallenges全世界的經(jīng)濟(jì)正在從各國(guó)經(jīng)濟(jì)分離狀況走向一個(gè)各國(guó)相互依存的全球經(jīng)濟(jì)體系,這就是所謂的全球一體化.新的全球經(jīng)濟(jì)既提供了機(jī)遇,也體現(xiàn)了挑戰(zhàn).1LearningObjectives學(xué)習(xí)目的Understandwhatismeantbytheterm‘globalisation’了解全球一體化的含義Befamiliarwiththemaincausesofglobalisation

熟悉全球一體化的主要起因Understandwhyglobalisationisnowproceedingatarapidrate了解當(dāng)今全球一體化快速發(fā)展的原因Appreciatehowchanginginternationaltradepatterns,FDIflows,differencesineconomicgrowthratesandtheriseofmultinationalcorporationsarechangingthenatureoftheworldeconomy體會(huì)不斷變化的國(guó)際貿(mào)易格局,外國(guó)直接投資流向,經(jīng)濟(jì)增長(zhǎng)率間的差異和新跨國(guó)公司的崛起等是如何改變世界經(jīng)濟(jì)的性質(zhì)Understandthemainargumentsinthedebateovertheimpactofglobalisationonemployment,income,environmentalpoliciesandnationalsovereignty理解有關(guān)全球一體化對(duì)就業(yè),收入水平,環(huán)境法規(guī)和國(guó)家主權(quán)的沖擊等問(wèn)題討論中的主要論點(diǎn)Appreciatethatglobalisationgivesrisetomanyopportunitiesandchallengesforbusinessmanagers認(rèn)識(shí)全球一體化給企業(yè)經(jīng)理人帶來(lái)的機(jī)遇和挑戰(zhàn)J1&2Feb022WhatisGlobalisation?

什么是全球一體化?(第1章)Globalisationistheshifttowardamoreintegratedandinterdependentworldeconomy.Ithastwocomponents:

全球一體化是指朝著更為一體化和更為相互依存方向發(fā)展的世界經(jīng)濟(jì).它由兩部分組成:Theglobalisationofmarkets:formanyproducts,theworldisbecomingonehugeglobalmarketplace.However,therearestillsignificantlocalmarkets市場(chǎng)全球一體化:對(duì)于許多產(chǎn)品來(lái)說(shuō),世界正形成一個(gè)巨大的全球市場(chǎng).然而,還是有很多顯著的地區(qū)性市場(chǎng)(P6).Theglobalisationofproduction:thereisatendencytosourcegoodsandservicesfromdifferentlocationstolowercoststructuresand/orimprovequality.ABoeing777jetaircrafthas132,500componentparts,whicharemanufacturedby545suppliersaroundtheworld.Boeingdoesthisbecausethesesuppliersarebestattheirparticularwork,butalsointhehope(expectation)thatthecompanywillwinordersfromthecountriesconcerned生產(chǎn)全球一體化:是指從不同的地區(qū)尋求不同的產(chǎn)品和服務(wù),以降低成本和/或提高改善質(zhì)量的趨勢(shì).例如波音777大型客機(jī)由132,500個(gè)主要零部件組成,由分布于全世界的545家供應(yīng)商生產(chǎn).波音這樣做的原因是這些供應(yīng)商在其專業(yè)領(lǐng)域里是最好的,此外波音公司也期望從這些國(guó)家航空公司贏得重要訂單.(P8)J1&2Feb023

Competinginthemarketplacesislikewar.Youhavejnjuriesandcasualities,andthebeststrategywins.市場(chǎng)中的競(jìng)爭(zhēng)就象戰(zhàn)爭(zhēng).你可能會(huì)受傷和有所損失,而只有當(dāng)你擁有最好的策略時(shí)才能贏. JohnCollins

約翰.考林斯

Youdonotchoosetobecomeglobal.Themarketchoosesforyour,itforcesyourhad.你不必選擇要成為全球化.市場(chǎng)會(huì)為你選擇,它會(huì)迫使你走向全球化. AlainGomez

艾林.高米茲J1&2Feb024DriversofGlobalisation

全球一體化的推動(dòng)者(P9-14)Decliningtradeandinvestmentbarriers:GATT,WTO降低貿(mào)易和投資壁壘:關(guān)稅及貿(mào)易總協(xié)定(GATT),世界貿(mào)易組織(WTO)Theroleoftechnologicalchange科技發(fā)展的作用 (a) microprocessorsandtelecommunications 微處理器和電信業(yè) (b) theinternetandworldwideweb(e-commerce) 因特網(wǎng)和萬(wàn)維網(wǎng)(電子商務(wù)) (c) transportationtechnology運(yùn)輸技術(shù) (d) implicationsfortheglobalisationofproduction 科技發(fā)展對(duì)生產(chǎn)全球一體化的影響 (e) implicationsfortheglobalisationofmarkets 科技發(fā)展對(duì)市場(chǎng)全球一體化的影響J1&2Feb025TheChangingDemographicsoftheGlobalEconomy正在變化的世界經(jīng)濟(jì)人口分布(P14)Thechangingworldoutputandworldtradepicture(notetableonp17–especiallythefiguresforChina) 世界產(chǎn)出與世界貿(mào)易格局的變化(在英文課本第17頁(yè)的表格-尤其注意有關(guān)中國(guó)的數(shù)據(jù))Thechangingforeigndirectinvestmentpicture(notefigureonp19)外國(guó)直接投資的變化概況(課本P17頁(yè)的圖1-4)Thechangingnatureofthemultinationalenterprise 跨國(guó)企業(yè)的變化特征

(a) non-USmultinationals

非美跨國(guó)公司

(b) theriseofmini-multinationals(AustralianexamplesincludeSolaandCochlear)小型跨國(guó)公司的興起(澳大利亞的例子包括Sola和Cochlear)Thechangingworldorder世界秩序的改變Theglobaleconomyofthe21stCentury 21世紀(jì)的全球化經(jīng)濟(jì)J1&2Feb026PopulationChange人口變化1804:1Billion 1804年:1億1927:2billion 1927年:2億1960:3billion 1906年:3億1974:4billion 1974年:4億1987:5billion 1987年:5億1999:6billion 1999年:6億2050:9billion 2050年:9億J1&2Feb027AgeStructure(%,1997)

年齡結(jié)構(gòu)(%,1997年)國(guó)家 小于15歲超過(guò)65歲澳大利亞日本英國(guó)美國(guó)印度尼西亞亞洲非洲J1&2Feb028SelectedSocial&EconomicIndicators2000

人口(百萬(wàn))GDP增長(zhǎng)實(shí)際GDP增長(zhǎng)(美元)澳大利亞美國(guó)德國(guó)日本新加坡中國(guó)J1&2Feb029ManagingintheGlobalMarketplace全球市場(chǎng)管理(P25)Astheworldshiftstowardsatrulyintegratedglobaleconomy,morefirms–bothlargeandsmall–arebecominginternationalbusinesses隨著世界朝向真正的經(jīng)濟(jì)全球化轉(zhuǎn)化,更多的公司-大和小的公司-都正在變成國(guó)際性企業(yè)Managersofthesefirmsneedtorealisethatmanaginganinternationalbusinessdiffersfrommanagingadomesticbusiness:這些公司的管理者都需要認(rèn)識(shí)到管理國(guó)際性企業(yè)和管理純粹的國(guó)內(nèi)企業(yè)是有所不同的:

(a) countriesdifferinmayways(despitetalkofthe‘globalvillage’)

國(guó)與國(guó)之間在很多方面是不同的(這與所談?wù)摰摹暗厍虼濉睙o(wú)關(guān))

(b) businesspracticesvaryfromcountrytocountry

國(guó)與國(guó)之間在商務(wù)實(shí)踐中存在著不同

(c) managementbecomesmuchmorecomplex管理更趨于復(fù)雜(d) internationalfinancialtransactionsarenecessary 國(guó)際性的財(cái)務(wù)交易是必需的J1&2Feb0210TotalGlobalStrategy

總?cè)蚧瘧?zhàn)略Corebusinessstrategy1.Developcorebizstrategy開(kāi)發(fā)核心商務(wù)戰(zhàn)略2.Internationalisethestrategy國(guó)際化戰(zhàn)略3.Globalisethestrategy全球化戰(zhàn)略ABCD核心商務(wù)戰(zhàn)略J1&2Feb0211TheGlobalisationTriangle全球一體化三角Benefits/costsGlobalStrategyLeversIndustryDriversOrganisationFactors全球化戰(zhàn)略杠桿行業(yè)推動(dòng)因素組織因素利益/成本J1&2Feb0212Multinational(M)andGlobalStrategy(G)

多國(guó)化和全球化戰(zhàn)略GlobalintegrationcontrastswiththeMapproach,inwhichcompaniessetupcountrysubsidiariesthatdesign,produce,andmarketproductsorservicestailoredtolocalneeds.

全球一體化與多國(guó)化方式相反,它是讓公司在不同的國(guó)家開(kāi)設(shè)分公司,按當(dāng)?shù)厥袌?chǎng)的需求來(lái)進(jìn)行產(chǎn)品的設(shè)計(jì),生產(chǎn),以及提供市場(chǎng)產(chǎn)品或服務(wù)MultilocalstrategyvsGstrategy多樣本地化戰(zhàn)略和全球化戰(zhàn)略Mcompaniesknowthefirsttwostepswillbutnotthethird

多國(guó)化公司懂得初始的兩步驟但不懂得第三步Grunscountertotheacceptedwisdomoftailoringfornationalmarkets

全球化戰(zhàn)略與普遍接受的按國(guó)內(nèi)市場(chǎng)需求定做的想法截然相反J1&2Feb0213ModelsofStrategies

戰(zhàn)略模型Localonly當(dāng)?shù)貞?zhàn)略Export出口戰(zhàn)略International國(guó)際戰(zhàn)略Multinational多國(guó)戰(zhàn)略global全球戰(zhàn)略J1&2Feb0214IndustryGlobalisationDrivers

行業(yè)國(guó)際化推動(dòng)因素

Market 市場(chǎng)Cost

成本Government 政府Competitivedrivers 競(jìng)爭(zhēng)驅(qū)動(dòng)因素Theydeterminetheindustryglobalisationpotential它們決定了行業(yè)全球一體化的潛力J1&2Feb0215GlobalStrategyLevers

全球化戰(zhàn)略杠桿Marketparticipation市場(chǎng)的參與productsandservices產(chǎn)品和服務(wù)activitylocation活動(dòng)位置Marketing營(yíng)銷competitivemoves競(jìng)爭(zhēng)性移動(dòng)J1&2Feb0216Management&OrganisationFactorsAffectingGlobalStrategy

影響全球化策略的管理和組織因素Organisationstructure組織結(jié)構(gòu)managementprocesses管理過(guò)程People人Culture文化-Theydeterminetheabilitytodevelopandimplementglobalstrategy它們決定了開(kāi)發(fā)和實(shí)施全球化戰(zhàn)略的能力J1&2Feb0217Benefits&CostsofGlobalStrategy

全球化戰(zhàn)略的益處和成本Reducingcosts降低成本Improvingquality提高質(zhì)量Enhancingcustomerpreference注重顧客的喜好increasingcompetitiveleverage提升競(jìng)爭(zhēng)杠桿standardisation-notfullysatisfycustomersanywhere標(biāo)準(zhǔn)化–并不是任何地方都令顧客滿意concentration-reducingresponsiveness專注–減少應(yīng)答uniformmarketing-reducingadaptation統(tǒng)一的營(yíng)銷–減少適應(yīng)性integrating-sacrificinginindividualcountry 一體化–在某一國(guó)家犧牲J1&2Feb0218Simplycatchinguptowhereothershavealreadybeenisnecessarytostayinthegame-butthewinnerwillultimatelybetheorganisationwiththebestabilitytoinventnewgames.簡(jiǎn)單地跟進(jìn)別人已在的領(lǐng)域,是能夠參加游戲的基本條件–但只有那些最有能力發(fā)明新的游戲的組織才是最后的贏家.G.Hamel1998J1&2Feb0219Gapbetweentherichandpoor:貧富差距：One-sixthoftheworld’speopleproduce78%oftheoutputandreceive78%oftheworld’sincome,anaverageof$70aday.Three-fifthsoftheworld’spopulationinthe61poorestcountriesreceive6%oftheworld’sincome,lessthan$2aday.六分之一的世界人口生產(chǎn)78%的全球產(chǎn)出，獲取78%的全球收入，日均$70。五分之三的人口分布在61個(gè)窮國(guó)，只占全球收入的6%，日收入不足$2。slideJ1&2Feb0220TheGlobalisationDebate:ProsperityorImpoverishment?全球一體化的辯論:繁榮還是貧困?(P22)

Despiteacompellingbodyoftheoryandevidencesupportingglobalisation,ithasitscritics.Theyareconcernedaboutthematterslistedbelow.However,ahardcoreofdemonstratorsaremembersofsmallTrotskyitepartieswithverydifferentagendas無(wú)論支持全球一體化的理論和案例是多么的不容置疑,它仍具有一定的批評(píng)者.他們都關(guān)注于以下這些問(wèn)題.然而,一個(gè)非常堅(jiān)定的描述是由少部分的托洛茨基主義者所提出的非常不同的議題.Globalisation,jobsandincome全球一體化,就業(yè)和收入Globalisation,labourpoliciesandtheenvironment 全球一體化,勞工制度和環(huán)境Globalisationandnationalsovereignty(theWTOandG7areparticulartargets)全球一體化和國(guó)家主權(quán)的關(guān)系(世界貿(mào)易組織和七國(guó)組織是特別的目標(biāo))J1&2Feb0221CaseAnalysis1案例分析1Whyusingcases?“Becausewisdomcan’tbetold”為什么要運(yùn)用案例？“因?yàn)橹腔蹮o(wú)法言傳”O(jiān)bjectives:increasingunderstandingofwhatshoulddo;buildskillsinsizingupstrengthsandweakness;identifyingissuesneedtobeaddressed;evaluatingstrategicalternatives;formulatingworkable