Tài liệu quản lý chiến lược trong kinh doanh HAY

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Tài liệu quản lý chiến lược trong kinh doanh HAY

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Tài liệu quản lý chiến lược trong kinh doanh HAY

Teizom, _ (R tots _ Liam Fahey & Robert M Randall MBA TRONG TAM TAY chil de, QUAN LIT CHIN LUVC Ngu'ai dich: Phan Thu Hie:u dinh: Trinh DiTc Vinh, MBA NHA MAT BAN TONG HOP THANH PHO HO CHI MINH TINH VAN MEDIA I I Edited by Liam Fahey Robert M.Randall The PORTABLE MBA in STRATEGY MBA TRONG TAM TAY - CHU HE QUAN LY CHIEN LUOC PHAN TINH VAN Ban quyen tieng Viet(c)2009 CONG TY 22 Trddng Quyen, P.6, Q.3, TP.1-16 Chi Minh Tel: (84-8) 3820.2831; Fax: (84-8) 3820.2826 Email: info@tinhvanmedia.com.vn - http://www.bwportal.com.vn co CuOn sach dttoc xuat ban theo hop dOng chuyen nhtrong ban quyen Ong ty CO Phan Tinh Van va John Wiley & Sons, Inc THE PORTABLE MBA IN STTRATEGY Copyright ,c)John Wiley & Sons, Inc The translation published by arrangement with John Wiley & Sons, Inc All rights reserved MBA TRONG TAM TAY Chu QUAN L`? CHIEN LU'OC Cutn sich duqc soft bin khuOn khd hqp tic gida: CONG TY CO PHAN TINH VAN 22 TWO') Eluytin, P.6, 0.3, TP.HCM Tel: 08.820.2826 - 820.28.31 - Fax 08.820.2826 Website: www.bwportal.com.vn Email: Intoetlehvanmedla.com.ve NHA SACH LOC 136 nu+ Dinh Chldu, P.6, 0.3, TP MCM Tel/Fax: 08.827.4172 - 090.308.4270 Muc luc Lei tu'a Lai cam on 17 PHAN CHIEN LUOC: CHIEN THANG TREN THI TRUONG 19 Quail tri chi6n1u0c thi tr116ng Liam Fahey va Robert M Randall 21 Chi6n1u6c tap doan quan tri nhom doanh nghi6p H Kurt Christensen 57 Chi6n1u6c don vi kinh doanh: tim ki6m 10i th6 canh tranh Anil K Gupta 93 Tang cuOng 101 th6 canh tranh thong qua clan him toan cau Michael E Porter 12 Chi6n1u0c danh cho doanh nglif6p nhO Irene M Duhaime 14 Clan luo'c kS", thuat s6 Jeffrey L Sampler 173 Chi6n luck chinh tit Quail tri moi trudng chinh tri xa hOi John F Mahon, Barbara Bigelow va Liam Fahey 191 PHAN CAC NHAN TO DAU VAO CHIN LUOC: PHANTiCH MOI TRUONG NGOAI TAI VA MOI TRUONG NOI TAI 219 Phac thao moi truOng kinh doanh David J Collis va Pankaj Ghemawat 221 Phan tich moi taxing vi mo: Am hie2u moi trudng ngodi nganh V.K Narayanan va Liam Fahey 243 MBA tam thy 10 With gia chin looc v6' tai san ctia doanh nghi'e‘p 275 Liam Fahey 11 Sang tao va tan dung nang lac cot lOi 301 C.K Prahalad, Liam Fahey va Robert M Randall PHAN HOACH DINH CHIEN LUOC: XAC DINH VA HANH GIA TO( CHON CHIEN LUOC 321 12 Hoach Binh chien lace: Xac Binh va danh gia ttly chon chin lace 323 Marjorie A Lyles 13 Ranh gia cac loa chon chin lace 351 George S.Day PHAN QUAN LY THAY DOI CHIEN LUOC: LIEN KET CHIEN LUOC VA HANH DONG 14.Thay doi chin lace: Cach t6 chin lai cOng ty (16 thuc hie -1 chi6n lu'oc Russell A Eisenstat & Michael Beer 15 Thay d6i chin lace: Tai idinh dang quy trinh van hanh nham thu'c thi chin looc 373 375 409 Ellen R Hart 16 Thay d6i chin lace: Quart tri chin lo6c thong qua N th6ng hanh chinh va lap 1(6 hoach 431 John H Grant va Nandini Rajagopalan 17 Thay d6i chin lu'oc tao phu'ong phap thoc thi phu hop v6i hoan canh 461 Julia Balogun va Veronica Hope-Hailey 18 Khong co cOng thi c chin lu'oc Ian Wilson 48 Lei tva M uc dich cua cuein MBA Trong tam tay — Chin luvc tai ban lan hai tuong to nhu An ban dau tien: cung cap to va kha nang thuc hanh tOi uu linh vuc quan tri chien luqc (hay chien luqc kinh doanh) cho cac d6i tuong dec gia sau: • Cac nha quan 1Y, nhfing ngiroi da c6 bang MBA quan tam den viec cap nhat kien fink ve quail tri chien ltroc • Bat ky dang lam viec tai cac cong ty muen tim hie'u ve muc dich, ban chat cling nhu cac quy trinh quan tri chien ltrac • Sinh vien — da tot nghiep hoac chua tot nghiep — can nhung to lieu co long cua cac nha to tuang hang dau linh vuc CuOn sach c6 the cung cap cac not dung can ban hoac nang cao lien quan den quart tri chien ltroc Mac dii da gift lai cau true cli nhu An ban dau tien, song phien ban Fan cling c6 mat s6 cai tien va thay d6i clang ke: • Nam chirong mai ma rang pham vi va tam bao phil cua viec phat tri6n va thuc thi chien luqc • Tai cau true va ma rang nam chtrang co not dung phan an.h su thay cloi hien tai va Wang lai ve IT thuyet va kha nang thuc hanh quan tri chien lux:N • Trong tat ca cac chtrang, tac gia da b6 sung cac phuang phap phan tich thuc hanh mai nhat, hoac vi du minh hoa ve cac tniang hop "thuc hanh tot nhat" ye quan tri chien Iliac kY nguyen thuong mai lien tir' Nhirng ngirai clang gap vao phien ban cling da tap hap nhiing to twang xuat chi:mg cua cac nhA lanh dao reii lac Mtroi bay nhan vat cong tac deu IA nhiling giao su hang &Au tai cac tnrang chuyen giang day ve kinh doanh c6 uy tin tai Hoa KS , va chau Au, nam s6 d6 la cac chuyen gia to van cai each M-5i Ong tac vien la mot chuyen gia linh vuc Oa minh; ho da tich lily duqc nhieu kinh nghiem lam viec tai cac t6 MBA tam thy chuc danh tieng, *rig dung cac nguyen IY, quy t5c, phuong phap duqc trinh bay mot each chi tiet tong chtrong sach Cac An phim da xuat bin ding nhu nhung hoat d6ng to van cila ho da dugc cong chUng biet den tren pham vi toan cau Muc "Thong tin Tac gia" phan cu6i cu6n se trinh bay chi tiet ve tich cua cac nhan vat Cujn MBA Trong t a m tay — Chien Ivor chU vao b6n van de sau: I Quan tri chi& hive la gi? Cac nha quan tri se lam cong viec gi ho tham gia vao hoat Ong quan tri chi& iliac? Quan tri chien luac c6 gi khac va vi lai khac vai cac loai quin tri khac, chang han nhu quan tri tai chinh hay quan tri ngu6n nhan luc? Vi guar' tri chi& lugc doing vai tr6 quan trong? Chien iliac la gi? Lam the nao de nhan biet duac chien luac cua mot cong ty? Chien iliac gift cac cong ty khac nhu the nao? Nhimg khac biet chit yeu chien luqc cua cac cong ty xet theo timg cap dt), chang han nhu chien luqc cua mot tap doan so vai chi& luac ctia met don vi kinh doanh? Cong ty nen lam gi mu6n thief lap hove thay d6i chien iliac cua minh? Nen thuc hien cac phan tich gi? Lam the nao de cong ty co the phan tich moi tnrgng kinh doanh? Lam the nao de cac nha quan tn co the tin hanh phan tich ve cong ty cua ho? M6t cong ty c6 the xac dinh, Oat trien va danh gia cac ilia chon chien iliac dm minh nhu the nao? Hien co nhcmg phuang phap phan tich nao? Yeu cau de thuc thi mot chien lugc? Cac nha quan tri thuc hien chien luuc nhu the nao? Cong ty se duqc dieu hanh tot hem nhu the nao vai mot quan diem thuc thi chien lugc mot each day du va hieu qua han? Vi can c6 su lien ket ch5t the Oita viec phat triers chien iliac va thuc thi chien hrgc? PHAN MOT: CHIEN LU'OC: THONG LINH THI TRU'ONG LY chinh cUa viec dau to nhan tai va nhftng ngtiOn luc quy gia vao hoat d6ng nghien dru, phan tich va phat then mot chien hoc — bat ke chien luac ducre cham chit, truyen dat va thuc thi nhu the nao — la no cho phep mot cong ty Oat triers manh a thi tnrgng ben ngoai, va d5c biet nhat IA the gigi cua khach hang va doi thu M6t chien luqc bao gOm tap hqp cac ilia chon — dau to vao san phgrn, phan khi:ic khach hang va cong nghe; chic n5ng va hinh thdc chao hang ding nhu attic dich vu; lua chon thi tnrang muc tieu va gia ca — cho phep cong ty thu but khach hang, ban san phim de tao lai nhuan va gift dirge khach hang Thieu mot chien luqc hieu qua, cong ty se khong the gieo cluvc nhfing hat gi6ng cong ve tai chinh thi truong tuong lai ding nhu thi ChU d6: Qu6n 19 chi6n lu'cic truerng hien th&i Chien iliac phai xac dinh duoc nhung phucmg each ginp cong ty c6 the vugt len tren d6i thu Khong co chi& lucre, mot cong ty se luon loon bi dOng truck dOi thn, mai rnai & vi the luOn phai doi ph6 vgi doi thu cUa minh Chuang gi6i thieu ve quart tri chien hive tren thi trugng -Ur Chuang den Chuang se chti vao chien luoc tit loi the khac nhau: (1) chien luoc tap doan, (2) chien luoc don vi kinh doanh, (3) chien luqc toan cau, (4) chien laic doanh nghiep nho, (5) chi& luoc s6 (digital strategy) va (6) chien lucre chinh tri Cac chuang se minh hoa day du ve moi lien he cling nhu tinh huu ich cua chien luqc d6i vgi bat err doanh nghiep nap Ro rang, nhiing thach auk cu the viec thiet ke va thuc thi chi& lirgc c6 sly khac biet rat lem qua cac lqi the Chuang — "Quan tri Chien lucre Thi truarng" cua Liam Fahey va Robert M Randall — cho rang chien lugc cua moi ding ty phai d6ng thari nham vao muc tieu dat nen tang cho sty cong Wang lai va no Inc vuot len tren doi thu moi tnrarng canh tranh hien De dat dirqc muc tieu nay, cac nha quan tri phai tinh den nhcmg thay clOi ca ban moi tnrang canh tranh chung d6i vgi hau het cac link vac Chuang neu Van tat ba yeu t6 then ch6t cua chien hive thi truong — pham vi, dac diem va muc tieu — 616ng thari chi each thdc ma cac yeti t6 c6 the ket hqp vat ba loci chien luqc khac — chien luac phat minh, chien luoc cai cach va chien lugc lai nhuan Phan ket fink se la nhUng thuoc tinh can ban cua chien loge Chuang — "Chien luqc Tap doan: Quail tri Nhom Doanh nghiep", cua H Kurt Christensen — dua cac chon lug ma nhimg nha quail tri cua cac cong ty da vien thuong phai d6i mat phai chon lua gicra nhung nganh kinh doanh tiem nang va nganh kinh doanh hien thari: Ho nen clau tu vao nganh kinh doanh nao? Ho nen tri hoan dau to hoac tham chi khong dau to vao nganh flak)? Nganh nao nen dirge phan chia, sau duqc phat tri6n va quart ly vgi tu each nhiing doanh nghiep hoan toan dOc lap? Lam the nao de tao sty hop luc va tang cuing sire manh gicra the don vi kinh doanh hoac cac link vac kinh doanh? Chuang se nghien cau ve ba phuang phap t6 chtic lai nhorn doanh nghiep cua mot tap doan: phat trien not bO, lien minh chi& lirgc va loci bO Chuang — "Chien luoc Dan vi kinh doanh: Tim kiem Lai the Canh tranh" cua Anil K Gupta — dua nhcmg each thIrc hoan thien chien luoc danh cho cac don vi kinh doanh thuOc ding ty da vien, cung cap nhting bai hoc ung dung d6i vai cac t6 eh& kinh doanh don le c6 quy mo lon Ong cong dua nam nhiem vu trung tam nham sang tao chien lilac cua din vi kinh doanh: (1) xac lap cac muc tieu don vi kinh doanh, (2) 'the dinh quy mo don vi kinh doanh, (3) xac Binh cac co s& lai the canh tranh du dinh, (4) thiet ke he thong chuOi gia tri dia don vi kinh doanh va (5) quail ly chuOi gia tri Chuang 10 MBA tong Cam tay se minh hoa ve phuung each ma cac nhiem vu se dua cac Itra chon tuung quan Chuang — "canh tranh Dia diem kinh doanh: Tang Lai the canh tranh thong qua Chien luoc Toan ecru" cua tac gia Michael E Porter — earth bac, rang cac chien lucre gia ciia cac tap down, don vi kinh doanh ho5c doanh nghiep nho dang dimg tnr6c ngdy cang nhieu ca hOi khong giai han ve lanh tht, dtrong dau vai nhieu dti thtit ti nhieu vnng mien khac va dti mat vai cac khach hang va nha cung cap doi hni quy mo hoat dOng tren pham vi qutc te Vi vay, bat kY cong ty nao mutn nam vi tri thong linh ho5c tra cong ty dan du ve nhOm san pham ho5c la* linh vuc cu the nao dO can phai chi vao cac van de cling nhu nht-ing thach fink lien quan den viec Oat trie'n va thuc thi met chien lugc town eau Porter se cung cap mot khuon man phan tich nhAm gitlp than hieu su canh tranh gitia cac dti thi tren vu dai qutc te Ong cung se giai thich tam quan cua chien ltroc dia diem: phuang each quyet dinh vung dia 1Y tai mot qutc gia ma cong ty se dal tru sOr chinh ho5c mot hay nhieu ca sO, khac ctla minh nhu R&D, san xuat, tiep thi hay ban hang Chuang — "Chien bloc dinh cho Doanh nghiep nho" ciia Irene M Duhaime — nhan mph tam quan cua chien hive doi vai cac doanh nghiep nhO c6 so nhan vien dtrOi 500, bao gam cac doanh nghiep mai tranh lap, doanh nghiep to doanh (thuang la cac cong ty kinh doanh mot san pham nhat) ho5c cac cong ty to nhan M5c di chien lugc se dim mot so thach thuc tieu bieu loci hinh cong ty nay, song cac cong ty nho cung phai tiep ate duung dau vai cac An de chien lucre trung tam nhu cid &roc ban den O cac chuong truck: Ho tham gia vao linh vuc kinh doanh nao va linh vuc dO co the thay di i nhu the nao'? Ho canh tranh bang each nao thu hut, gianh duqc va gifr chan duoc khach hang? Va, ho theo duti nhfing muc tieu nao? Chuang se giai thich moi lua chon so cac lua chon la dac biet dti vai — ho5c khac biet bOi — nhieu loci doanh nghiep nh6 khac nhau, chAng han nhu cac doanh nghiep moi tranh lap va cac doanh nghiep gia dinh da c6 theri gian boat dOng kha dai de Trong Chuang — "Chien lucre St"- Jeffrey Sampler se chUng minh mang Internet va nen kinh to dien fist Oat tri6n nhanh chong ma no tat da thach thirc nhfmg y Wong co ban ve chien Itroc cua ching to nhu the nao Ong liet ke cac nguyen fac mdi viec thOng linh the giOi so Chuang se me to chi tit ve lan song kinh doanh dien to - thong qua sir thay doi khong dtng deu va rang khAp ma no mang den — vira bleu trung cho co hOi 16n vim la moi hiem hoa chinh dti vai moi cong ty De ap dung nhfmg chien 'roc gianh thAng lgi the giai ma mang Internet &mg vai tro thtng sodi, cac cong ty se can phai khdo sat lai truck het la ban chat va luong tai san ciia ho , lam the nao ho c6 the khuyen khich va fang ctrOng doi mai (rigtroi m& dau chien Itroc mai), clang nhu lam the nao ho c6 the quyet dinh nhanh han va thong minh hon 206 MBA tam thy vien he tro cac no luc dm no nham thay d6i mOt dieu khoan phap the nao Cac nh6m ngtreri tieu dung yeti eau doanh nghiep cung cap flitting san phgm an toan hon Co clOng thirOng xuyen doi cong ty cam ket dat dtrov loi nhuan tai chinh cao hurl cho ho Phan lOn chien lucre chinh tri throe chti vao nhu cau va yeu sach cna ben hfru quan Danh Gia Rui Ro Vet Co' Hoi Hdp Tac Daub gia kha nang hop tac cling nhu nhfing riii ro fir cac ben him quan la viec rat quan dOi vOi cOng ty Trong so nhting cOng viec khac, six danh gia se chi phuomg each ma mOi ben hfru quan c6 the gay tac Ong len loi nhuan cua to chtic Viec quan la nen Itru y rang cac ca hOi hop tac c6 the khac mot each triet de gitia thuung truerng san pham va chinh tri cling gicra cac van de gay tranh cai ChAng han, pham vi nganh cong nghiep nu& giai khat, tinh canh tranh san pham la rat cao bai vi cac nha san xuat va cac nha &Mg chai clang canh tranh gianh thi phan Nhtmg, ke hoach tai the hay dong goi lai chai va hop thiec soda co kha nang clan tai su hop tac giira cac nganh nham dat dtrov giai phap chinh tri thOa clang a vOi tat ca cac dau thu nganh Moi Quan He Ghia Cac Ben Hieu Quan Co hai van de mang tinh quyet dinh hire quan den cac ben lien quan Thu nhat, mOi quan he gifra va s6 cac ben hal quan lien trien theo theri gian va lien he den nhang van de cu the Kh6 co the tim thay hai d6i thn canh tranh ding mot nganh la nhimg lien minh manh gap phai nhang van de gay tranh cai va ben d6i khang cua no lai d6i mat vOi nhang van de gay tranh cai khac Vi vay, mot van de dtroc giai quyet va mot van de khac Oat sinh, d6i Wong la phe d6i khang horn c6 the de dang ban be ttrung lai Mattel va Hasbro co the de clang tr& lien minh dang tin cay cria viec viec tim kiem su he tra tir chinh phu nham dap tat nguy co lam hang gia Thu hai, cac ben him quan lap mot trang web lien ket phdc tap ve cac mOi quan he tinh trang thay d6i lien luc Phtrang each ma cac cong ty chon lira de tuong tac vOi mot nha data to co the gay anh htrOng khong ng& den mOi quan he (h no voi cac nha dau to khac Nhiem vu tam chien luqc chinh tri, vay, la su danh gia lam the nao cac hanh &Ong hay quan diem ve mot van de nao dO cua to chirc co the anh huOng den cac mOi quan he vOi cac ben lien quan khac ve van de cling nhu ve tat ca cac van de khac ma cOng ty dang d6i mat Cac cong ty khong nhan tinh lien dOi cua cac van de va mOi quan he voi ben lien quan lai thuong pham phai nhiing sai lam chet Chu c16: QuAn 1/ chi6n hicic 207 Cac Mat Tran Hanh DOng Mat tran la nhfing dien dan cong Ong va rieng to not chien dich chinh tri dtrqc tien hanh Nhu da neu, chung co the chinh fink hoac khong chinh thin Ngay cong co nhieu mat tran chinh thirc bao gOm cac co quan phap the va cac co quan chinh tri (quOc te, quOc gia, yang, bang, dia phuang); cac mat tran -Loa an (6' moi cap d6, gOm co thuemg thuyet, hoa giai, phan xir chinh thirc) Trong viec thiet ke va thuc thi chien luqc chinh tri, cac cong ty can biet ve nhung khac biet quan Oda mat tran chinh thirc va kh6ng chinh thirc Mat tran chinh fink 1a cac the the cong dau tien va cao nhat Chting IA phan cua quy trinh chinh phu chinh thire va mang theo nhieu hinh fink chinh quyen Chung co the tao va cong co cac quy dinh va luat le M6i loai mat tran chinh thirc co quy trinh hoat d6ng dac thit, nhcmg b6 luat le, le thOi rieng Chang han, toa an moi cap d6, co nhting quy trinh phap luat xac dinh ro rang: nhfing tien le da duqc thiet lap anh hudrng den cac quy6t dinh va phucmg each ma cac luat sty co the tranh cai tinh cu the Ngtroc lai, hanh d6ng va thao luan pham vi cac mat tran khong chinh fink co the xay ben ngoai anh sang dm cong luan va tai mat cila cong chUng Ban than nhiing nguoi tham gia se quyet dinh cac quy luat cua cu6c choi va dieu gi, neu co, la nhan to thtic ep cac ket qua xay Kha nang gay anh huiing den "luat chai" mang den sty linh hoat lon hon de tim kiem giai phap Trai vai mat tran chinh thirc, se khOng co to trinh xac dinh r6 rang: no phu thu6c vao cac ben tham gia, hoat (16ng huang den th6a man loi ich lin cua ho, de quyet dinh dieu dO se dien nhu the nao Chang han, National Coal Policy Project khong co b6 may hay quy trinh chinh fink viec hop hanh Ntaing chil the tham gia se chuan bi can thiet Viec thao luan ve cac loai chien luqc phan sau cua chuang se chi su kho khan phai tach rieng cac mat tran khoi cac van de' gay tranh cai va cac ben him quan Cac ben him quan ve co ban co mot plurcrng tien l&mg nao Iva chon mat tran hanh d6ng Sty aunt lua not hanh Ong cua cac cong ty va ben him quan cua no la tam sty thay dOi the tran cua dau tranh chinh tri, va nhieu trukg hop, no anh huong nghiem den ket qua dia van de Nhieu vi du duos neu chuang se minh hoa ky nang lua chon mat tran cua cac ben hiru quan cho co lai nhat cho ho va tranh nhcmg mat tran khO gia tang hay tri nhuan Lay vi du, nganh hang khong Hoa KY biet r6 rang di" may bay cila ho lien quan den mot tai nan thuang vong hay chet ngtr6i a dau tren the giai, thi ho cong se do'i mat vai chuyen kien tong truac t6o an M Nhfing nguai di kien dua yeti sach tai toa an b6i vi toa se co khuynh huerng r6ng luqng han nhieu giai quyet cho nhting nguai phu thu6c va ngueri song sot 208 MBA tam tay Mac clU nhung nha van Ong hanh lang cho cac cong ty MS"' phan d6i kich liet ye se; lucmg va chi phi cho nhiing dun kien tap the chOng lai ho cua cac nhom vi moi truing va cac luat su, van c6 nhieu cong ty dung cach thua kien de ch6ng lai doi th i hoac phuc vu cho lai ich chinh tri hodc kinh to cua ho Manville, mot cong ty tong san xuat cac san pham chtra amiang, da lap h'q so' phi san Ara d6i xir v6i cac nan nhan bi benh ph6i phat sinh nhiem amiang nhu nhung chit nq ctia phien t6a chit khOng phai IA flitting nguyen don cac vu an clan skr Cac nh6m lai ich cong cong lua chon mat tran hanh Ong giOng nhu cac t6 chtic doanh nghiep da chon Thanh cong ma cac to chirc vi moi tn.rerng co dkrqc ngAn can viec thuc thi Cam ket Thkrang mai Tkr Bac N/15/ (NAFTA) bang cach dtra nhung tuyen b6 anh hu&ng moi nu.* IA mot vi du khac cua sach luqc CAC LOAI CHIEN LUQC CHINH TRI Co nhieu lua chon chitin Itrac cho cac to chuc ho moon quan ly cac van de, ben huu quan va cac mat tran hanh Ong (xem Bang 7.3) Khi ban ve nhung lua chon dieu quan IA nhac lai cac van de, ben him quan va cac mat tran tic Ong Ian moi van de dang m& (xem Khung 7.3, mot vi du ve sit anh htreMg In tinh cila Royal Dutch Shell) Phan I6n cac t6 chtic giai quyet nhieu van de cong Ilk Mac dit diet' d6 lam gia tang mtic cl& phirc tap, song flitting lua chon chitin Itrerc doi vccii 1)'T tong van de deu nhu Quin tri nhieu van de cloi h&j phai phan tich nhung can hen then chOt (xem Bang 7.3), di vao tam cila chitin luqc chinh tri va thuc thi no Hay xem xet truing hop cita BANG 7.3 NHUNG CAU HOt PHAN TICH CHIEN LUOC CHINH TRI QUAN TRONG Cac van de Hien co nhcing van de nao dang de doa t6 chic? O giai clop nao ctia cac van de, yang deri duac coi la van de? NhUng van de nao co nang se xuat hien twang lai gar)? Nhting van de nao t6 eh& nen -Ego va/hoac dAu tranh? Chung la flitting loai van de nao (ph6 quit, luat phap, chon loc hay ks-, thuat)? Cong ty clucyc gi/se cluqc gi tir moi van de? Hien nhting tay chon nao dang c6 de cong ty có thg dUng quan 1}% van de? Chu c16: Qu6n Ijr chie'n lu'dc 209 KHUNG 7.3 (TIEP THEO) Ben Min quan Nlifing ben hcru quan nao dang tham gia vao timg van de? Nhirng ben lulu quan nao c6 kha nang se tham gia vao van de? Nhi-mg yeu sach va nhu cau cua cac ben him quan? Cac ben hiru quan c6 kha nang gay nhfing tac dong gi doi vol t6 chUe? Nen tang quyen luc va sty anh hu&ng hien tai valhoac tuang lai caa t6 elide co lien quan den tUng van de? My tran MC'ii van de dang a mat tran nao? CO the thay d6i mat tran cua cac van de hien tai? Van de' tuong lai se xuat hien & mat tran nao? Cong ty co nhting kha nang chon Iva va hanh deng nao pham vi cac mat tran? Ford Motor cong ty phai deng thOi throng dau voi nhieu van de Ford phai dua met chinh sach chat the ve hieu qua nhien lieu, nhiem kheng xe hai, san xuat toan cau va doanh s6 o-to, Cam ket Tv Thuang mai Bac My, cac van de thuang thuyet cong doan va bao dam cong viec, ban chat bao thu cua thi truerng Nhat Ban, canh tranh quec te, va an toan xe hai Nhieu van de se nhfing van de cheng cheo len va cheng cheo len lai ich cua cac ben him quan Cac cong doan thi quan tam den viec lam, Luang bong, va loi ich, Ford phai xem xet chi phi cila xe hai tir quan diem dm ngtrei tieu dung Viec san xuat xe hai &Mexico co the se it ten kern han nhung cac cong doan se hanh deng the nao O Detroit? Xe hai IA met nguen o nhiem khong chinh, nhung viec cai thien hieu qua cilia no den hoi cong nghe ten kern va dieu dO lam giam tit kiem nhien lieu va tang chi phi mua xe doi vai nguiri mua Ong ty phai chi tat ca cac van de, va nhieu van de s6 chi &lac giai quyet tren mat trait chinh tri Nhung phAn tiep theo se cung cap nhiing vi du ve cac to eh& sir dung chien luqc chinh tri cong ty Chu de to chtiTc ve ca ban la van de gay tranh cai, mac di', can not re rang, viec xu tri vai met van de nhu vay dOi hoi phai phat trib chin luac ve quan IY cac ben hau quan va lua chon mat trait hanh deng De de clang cho cong viec phan tich, chUng toi tap trung chi lam each nao t6 chirc co the xoay trer met van de cu the hcrn la lam the nao no giai quyet nhieu van de ding Mc 210 MBA tam thy KHUNG 7.3 ROYAL DUTCH SHELL: LOAI BO DAN KHOAN DAU CU Thang nam 1995, cong ty cila Royal Dutch Shell tai Anh (so hiru 40% U.K va 60% Dutch) duqc Be Thuang mai va Cong nghiep Vuong quec Anh va Be trix6ng Mei tru6ng, va Uy ban Oslo-Paris (mot t6 chdc chau Au giai quyet cac vu chuyen nhuqng nudc ngoai) cho phep tha dan khoan ddu cu Brent Spar khong dung duqc nth xueng \Tung bien sau ctla bien BAc Da c6 hon 30 nghien cdu Ichac ma Shell da thuc hien thei gian han ben nam de nghien cdu vu 66 dan khoan a veng bien sau dua den ding met ket luan — viec b6 dan khoan xueng veng bien sau vita kinh to vita khong lam hai mei trueng Shell ding da tuan theo cac quy dinh phap luat c6 lien quan va chinh phu cac nu& chau Au khOng phan del ke hoach de xuat Vu b6 dan khoan dau Brent Spar tai tam sau nhat caa Bien BAc duqc xem nhu met tinh hueng: tinh trang cho dan khoan ngung hoat dung se gia tang vai nam tai du tru dau can kiet Shell cho rang quyet dinh la met thu tuc binh thuong, la met quyet dinh not be lien quan den hoat deng cea n6; no cling than tham gia vao tat ca cac to chdc ben ngoai, nhang t6 chdc co the chip thudn viec thi hanh quyet Tuy nhien, cac ke hoach cila Shell da bi hoan lai, cac nha hoat cleng chinh iri ctia to chdc Rea binh xanh leo len dan khoan de phan doi ke hoach phe thai rac T6 chtic bao ve mOi trudng, H6a binh xanh da cho rang clan khoan chda han 130 tan chat phong xa va chat dec se lam hai den mei trudng bien, de lai hau qua khong the khac phuc duqc T6 chtic bat dau phdc thao chien dich cua no vao thang chinh phii Anh quec thong bau se cho phep vtit be dan khoan xueng bien Viec vien ctia t6 auk H6a binh xanh ltru tru tren dan khoan Brent Spar khien Shell ngac nhien Shell van cho fang nghien cdu mei trueng sau rung cho thay cac phan c6 dan khoan Brent Spar se khong co tdc &Ong xau den mai trueng Bat chap nhting 1)"/ le day tinh cam tinh ctla to chtic flea binh xanh, cong &Ong khoa hoc not chung van thong qua viec d6 phe thai dan khoan xueng veng bien sau T6 chdc H6a binh xanh guy& dinh cong khai dua van de trudc cOng chimg NM-mg hanh deng an tuqng nhat cua t6 chdc din vao 30 thang 4, 1995, ben nha leo ntli kST cuu duqc dua den dan khoan bang be noi, cao 16p gi ciia dan khoan va to tr6i minh vao dan khoan Duac dieu khien b6i tong hanh dinh quec to ctia minh a Amsterdam, van phOng to chdc H6a binh xanh a Anh, Dtic va Ha Lan van lien tuc ket hop tan cOng chinh ChU (16: Qu6n ly chin lu'dc 211 KHUNG 7.3 (TIEP THEO) phu Anh tren mat tran truyen thong Nhor \Tao viec cong khai van de truac cong chung, t6 chic da khuay dOng mot cuOc t6y chay cac tram dich vu ctia Shell tai Ddc cting nhu tai cac khu vuc khac cila Tay Au Vu tay chay dAn den doanh thu tai cong ty cda Shell O Due bi giam sut Khi n6i gian mang tinh chinh tri bung len, cac tram xang dm Shell bi bo born, mot tram & Frankfurt bi dot chay Ket qua, sau vu ray chay nay, doanh se) cilia Shell & Due giam 20%, dOng th&i, t6 chtic Hoa binh xanh thong bao ket qua cuOc tham Y kien cho thay 85% chu xe !Jai Dlk se th chay Shell vi vu Brent Spar Cting khong co gi ngac nhien cac nhom chinh tri, ton giao va moi truorng ding vai cong chting, da gay ap luc d6i vOi chinh phu Duc nham ngan chan vu dO phe thai dan khoan va bao ve moi trurOng Bien Bac Trong QuOc hoi Duc, Shell da bi buOc tOi IA " de doa ca the giqi" Cling vori viec tac dOng den doanh thu dau & Ddc, t6 chtic moi truorng co the thuyet phuc nhieu chinh tri gia & chau Au rang vu dO rac thai dan khoan bien la mot y tuo'ng toi Tai HOi nghi Bien Bac vac thang nam 1995, vori sty Ong hO cua be: tru&ng cac nuarc Thuy Si, Bi va Phan Lan, cac bO tru&ng to Ddc va Dan Mach da tan cong bang mot cuOc khu chien nham vac dai dien Anh quOc, tranh luan rang Ice hoach giai quyet Brent Spar IA mot " hanh dOng coy pha hoai moi truorng" Ap luc dOn len Thii tudng Anh va buOc Ong phai bai bO quyet dinh cua chinh Vao then diem dien Hoi nghi thuqng dinh G7 vao 15 thang tai Halifax, Nova Scotia, John Major - ThU tuong Anh da phai chiu ap luc truk cong cluing cling nhu ap luc chinh tri ve viec loai 1)6 su h6 tra cua chinh phd doi vai vu phe thai Brent Spar Trong suOt Hoi nghi, vOi quan diem ca nhan, Thu tuong Duc da giai thich su bac bo ctia chinh phu nuot dOi vdri de nghi \rut bo chat pile thai dan khoan de trinh cho Pho Thu TuOng Ve phan mink, Shell gi6ng nhu mot can nha bi chia cat Thti Sau, thang nam 1995, thai diem sau mot tram xang dm Shell & Moerfelden-Walldorf Tay Dtic bi na phat dan, Peter Duncan, CEO oh Shell tai DUc da tuyen bo rang Shell hoan viec phe thai dan khoan xuOng bien de co the tham gia thao luan \Jai cac phan lien quan Gan nhu lap tuc, tuyen b6 bi mot phat ngon vien cila Shell tai Vurang queic Anh to chi cho rang " hoan toan khong co chtlt su that nao ca" Ngay 20 thang 6, tai cuOc hop hang tuan cua cac chuyen vien dieu hanh cao cap clia Shell, chil de chinh cua cuOc darn luan la Brent Spar Gido su Chris Fay, CEO clia Shell tai Vuong qu6c Anh, nhan thay ban than Ong dang 212 MBA tam thy KHUNG 7.3 (TIPP THEO) chin dung can gian du cUa cac chuyen vien diet' hanh cong ty con, dac biet la Duncan Giao sir Fay da bi thuyet phuc cham dirt Ice hoach dO phe thai xuo'ng bi6n Ti horn do, chi vai gia truk dan khoan xueng Nen, Shell tuyen b6 tir be ke hoach ban dau Thay vi vay, hang se than d6 dan khoan tren dat lien (v6i met chi phi rat cao va theo nhung thong tin thu thap duk, thiet hai mei truang co the ciing rat 16n) Chi phi be' sung c6 the se dirk nhang nguai dan (long thue tai Vuung quec Anh ganh he Cling voi tac hai mei truemg tieu cuc tir quyet dinh bai b6, cac bo trueing chinh phu Anh cling da bi Shell choc gian bing nhirng hanh deng cua minh Chinh phii da ngan can vu dO phe thai Ha vien Anh chi vai gier truk Shell tuyen be chinh thirc; cac quan chic Shell chua thong bao voi chinh phti truk tuyen 1)6 truk cong chting Nhieu co' quan truyen thong cung cam thay rang ho da bi t6 chtrc HOa binh xanh loi dung va lei keo, dac biet la sau t6 chic thira nhan rang met s6 thong tin tuyen truyen ve sir o nhiem tiem nang tit Brent Spar chira dung nhieu sai sot Quan Su Tien Trien Van He Miit Cach Viec IY cac van Sam Sua de se rat c6 loi cho t6 chirc Mac di] xir clang xuat hien la met cong viec kh6 khan, song t6 chirc cling nen Ilion Ilion chi &kg truk va thau torn cluvc van de xem xet de di gAng chu deng bang each hu6rng cac giai doan tien trien dau tien cila van de theo huarng c6 10 Ho co the thkrc hien viec bAng nhieu each, khong giai han ca viec tai xac dinh van de, thu hit cac ben hfru quan, hoac chuyen van de sang cac mat tran ma to chic lua chon Met vi du dien hinh rat n6i tieng cia viec quan ly so7n sty tien trier) dm van de la hanh deng ctia Johnson & Johnson (J&J) tinh chai lo dung thaw Tylenol, met san pham thu6c giam dau khOng can toa bac si Rui ro cho J&J rat cao: • Mat khach hang tieu dung va niem tin • Thiet hai tai chinh 16'n nit khOi thi truarng clan clan va san pham loi nhuan cao • Kha nang chiu phan ling tieu cue ve mat pita]) luat Ngay c6 chting cir rang met s6 chai lo san pham ciia hang da bi ma va chat dec an ben c6 the gay hall qua chet ngu6ri, J&J lap tirc thu hei het san pham tren cac ke hang xueng Hanh deng da nhan gu7 met dau hieu re rang va day arc manh den cac ben hfru quan then cite% ngtr6ri tieu dUng My va cac nha lam luat, rang cong ty khong chi cam IC& bao ve quyen loi ctia nguoi tieu dung ma bao ve sue khoe va skr Chu c16: Queen ljr chitin Iddc 213 an toan cho ho Quyet dinh da khong the dat duac twit each de clang Cuc dieu tra lien bang FBI, nhan t6 chu ch6t khac van de nay, mu6n J&J cu gift san pham cua cong ty tren thi tracing Vay nhung, J&J de xuAt ve trach nhiem phap ly dOi vai kha nang co them ngtrai thiet mang, FBI lui btrac Ket qua la, J&J c6 the chon mat tran de giai quyet van de tren thucmg tracing J&J tri lien lac lien tuc vai giai truyen thong, mot ben hfru quan quan khac Thong diep cua J&J gal den gi6i truyen thong la hang earn ket giai guy& hanh vi vi pham cua minh dOng thari dam bao fang se khOng bao gia de xay su c6 Wang tu NhAm dat duac muc dich sau nay, J&J nhanh chong chuyen van de sang mot mat tran khac: H5ng bat dau gap rut tien hanh mot Bien phap giai quyet van de cua minh duai hinh fink mot sang kien ve the the chung J&J de nghi FDA lap tilt dua yen cau d6i vai tat ca cac san pham nhu Tylenol phai duac thay the vO dung bang vat lieu bao dam ch6ng gia mao (MOt he qua cfla sang kien la chi phi ding vai viec tim giai phap cho van de fac rei se duac cac d6i thu canh tranh cua J&J ganh chiu) Them vac, do, J&J ding c6 vi the cila minh tn.r6c khach hang vai to cach mot cong ty lo Fang cho sty an toan cUa ho Nhu mot he qua to viec quan ly van de cilia cOng ty, cac ben hfru quan da vao cuec, va J&J da có the nhanh chong giai thieu lai san pham Tylenol Ira gianh lai thi phan cua minh Nguoc lai, cac nha dieu hanh Coca-Cola phan ang khOng nhanh nhay so vai kha nang cua minh tinh nhiem ban ee Bi Theo mot nha phan tich, cac chuyen vier' dieu hanh dm cong ty mat den vai de chn tru tien d6i vai van de.' LUc dO, chinh quyen da dinh hinh van de tam tri cOng chUng TO ch&c hanh dOng vi mei truang H6a binh xanh can thiep kha than vao viec sap xep mot chu6i hanh dOng nham thu htit su chti y rOng rai cua moi ngtrai d6i vai cac he qua tieu cue có the xay phe thai dan khoan dau ee bien Bac Khi leo len dan khoan phan d6i vu tha dan khoan xu6ng bin cho mr&c tran vao, ngueri cua t6 dau tren bin chac 1:15 mang den cho giai truyen thong ca hOi chip anh an tuemg Them vao do, t6 chdc dd chon "phien toa cua cong luan" nhu la mot mat tran de giai guy& van de a Tri Hoan Six Tien Trien Ctia Van He Met each khac de xoay tree son qua trinh tien trien dm van de la khong cho no tham nhap vao chuang trinh hanh dOng tir dau Lap chuong trinh hanh dOng la dOng chil dOng xem xet tie vo s6 van de lien tuc thay d6i va thai khon ngoan chon van de co kha nang thu but su quan tam Neu mot nhanh nao cilia co quan lap phap, mot co quan dieu tiet, met cap bac dia he thong to phap hoac nhfmg phan cu the dia gi6i a 214 MBA tam thy truyen thong tit' chi xem xet met van de (nghia la, dat no vao chumg trinh lam viec cUa Ito), thi sau van de se nhan durqc it tranh luan cua cong chung horn so vOi cac van de khac Trong met se trueng hqp, no co the khOng nhan duqc bat kY sty quan tam nao, va do khOng bao gier tra met "van de gay tranh car" Cac t6 chtic co the chon se vai chien luqc chi tiep nhan ct6i vai chtrang trinh hanh deng Met phuong phap la tir, chei thira nhan sir ten tai dm van de hoac khOng thira nhan la van de dang hien hfru Met se cong ty da thong qua sach luac lien quan den van de thuc ph6rn k y- thuat sinh hoc Met phtrong phap thd hai la tao xi-cang-dan cho van de bang cach boi nho nhling ngtrori Ong ho no Met se nhA khoa hoc da xem nhe nhimg lai tuyen be rang sir nong len cila trai dat dang dat den mire nguy hiem bang cach gan nhirng chting cd he trq cho tuyen be nhu san ph6m cUa cac nhom va cac t6 chirc "arc doah" Thu ba, to chtk co the ce gang thau tom van de bang cach chi mei quan tarn mang tinh bieu twang vori sty kh6 khan va truyen dat met cam giac rang hanh deng dang dien hoac sap xay den Cuei cimg, to chtic co the theo duei cac chien brae cam ket tai nguyen phong phti va chi phi cao de gift cho van de torch rai khOi chtrang trinh hanh cleng Ho cling co the thong qua nhung hanh deng nhu cac dau hieu ve bau cir kink to va luat phap , Chung toi khong khong dinh hieu qua cna bat cur loai nao se ben loci chien Iliac hay sach hoc vita neu Chting.toi chi ltru y rang chUng can duqc ap dung cong de gift cho met van de norm ngoai chuang trinh lam viec Met hien dien bat kY chtrang trinh lam viec chinh thUc va/hoac khong chinh thire, van de c6 the tao nhung deng minh khOng mong dqi, va ket qua co the rat khO du doan Tai Xac Dinh Van De: Tai Xac Dinh Van De Da Nam Trong Chuong Trinh Hanh DOng Bat chap nhirng no lire tot nhat cna cong ty, cac van de van - phat sinh, tien trim va ton tai a nhiing mat tran ma khong phai cong ty chon lira Tinh hu6ng cua lien doanh lien ket Mattel-Hasbro da cho thay viec gianh chien thang van de gay tranh cai ton tai met mat tran khong quen thuec IA kh6 khan den the nao Van de cang tien trien, cac ben hat quan cang c6 kha nang biet nhieu ve no, trinh bay hoac giai thick ve no, tr6c dinh imic de dAu ttr van no, va hinh chai uu tien cho met ket qua nhat dinh Met nhfing chien ltrqc quyen luc nhat c6 san cho cac t6 chtic la xac dinh lai van de, hoac nhan dinh lai van de do, cho cac ben hdu quan tiem nang va hien hau Bang cach kheo leo tai xac dinh van de, t6 chirc co the thay doi quan niem cua cac ben hitt quan ve sty dau to cua ho vao van de ChU d6: Qu'an 19 chi6n lu'Oc 215 Quyen Wang cua viec tai xac dinh hay tai dinh dang cac van de duac an chting hau het cac vi du da neu J&J tai dinh dang van de six co Tylenol tir vu vi pham cua san pham sang van de bao ve sire khoe va su an tan cho nguai tieu ding Nhiing nguai chOng lai nang lung hat nhan tai xac dinh van de tir chi phi thap hon va sty clOc lap ve nang luong sang van de an toan va an ninh TO eh& HOa binh xanh tai xac dinh van de tir vu dO phe thai dan khoan bien mot each an toan va kinh to sang van de o nhiem bien nghiem trong, mot tham hoa ma ho san sang lieu linh &mg ca mang song cua minh de phan khang Dieu quan la can phai nhanh chong xac dinh va tai xac dinh van de truce flitting nguth dOi khang co the nam bat va thao tang thong qua viec tai xac dinh van de cho co the thu but va tang cuong co s& cua cac ben hitu quan Wit vi du dien hinh IA cuoc tay chay nho vao nam 1964 6' California Cesar Chavez lanh dao DO khOng phai la cuoc tan cong chOng chit' dat dau lien (mot vi du ve van de phap 100 va lich sir cua nhting cuoc tan cong nhu the luon that bai Chavez da cong ve so nguai khac da that bai bci vi Ong quail IY duoc sly nhan thin ve van de deng thai khien no trO nen hap clan va phO bien Chavez va nhcmg nguai ung hO minh da phac thao cuoc tan cong nhu mot cuoc chien vi quyen lai cua tOc nguai thieu so bi dan ap, nIning cong nhan nhap cu, chtY kheng chi la mot mau than cong doan — quan ly nhu truck dO Nam 1964, quyen cong dan van la mot van de nhay cam, va quyen cua nhfmg nguai bi ap but la mot bleu Wong gia tri de gianh duoc sty chn y cua gici truyen thong va su hO tro khac: "Toi hien dien day" — mot nguai mac trang phuc muc sir n6i, "b6i vi day la met phong trao ngu6i ngheo kh6i xtr6ng nham cai thien vi the cua ho, va dau co ngu6i ngheo, a d6 co Chila" Nhung nguai ung hO khac Oat bieu nhieu dieu Wang to theo i6i not cua ho: Day la met phan cuoc chien chOng lai co the quyen lire cua xa hOi Loai Bo MOt Van He Ra KhOi Chuang Trinh Hanh DOng Trong nhieu truOng hop, ket qua lY Wong cho cac to chirc khOng chi la su chili dOng truck hay tai xac dinh.mOt van de, ma la su loai trir no MOt van de throe dat vao mot chuang trinh hanh dOng, viec loai bO no thuemg khong nam pham vi cac hanh dOng cua mot t6 chtic don le Su ket hop cua cac ben hilu quan dai dien cho nhieu quyen lai da dang thuOng la yeu to can thet nhat de viec "thii tieu" van de dat duoc cong Cac t6 chiic bi khieu khich co gang "tieu diet" mot van de he quA cua viec giai guy& van de lern (hay noi khac di, su dau trr cho van de dO cao) Nhieu to chirc da cong viec dua van de khOi khang trinh chinh thdc 216 MBA tam thy hoac khOng chinh (hilt cua minh bAng cach dinh clang lai sty dAu to cua cac ben hfru quan hien hfru va/hok m& rong hon nth cac ben hitu quan Mat minh hoa dien hinh cua nhting such Iliac dien vac) Want 1982 tai Massachusetts, mat dieu khodn phap the gay tranh cai duov cong ba de yeu cAu xac dinh rO cat chi phi strc khae Viec dtra vat) ap dung phap the phut sinh tir ap hit lien bang ve nhUng thay cloi viec quail 1/ va toan chi phi cua chtrang tranh cua chinh phu My/ ve chum soc arc kh6e nguai gia tren 65 tu6i Tieu bang da xem phap the nhix mat co hai tiem nang de co &RN su khtrac to cua chinh phi) lien bang Mot vai ben htiu quan da vao cuac: Vien Business Rountable, Hiep hai Benh vien da khoa Massachusetts (MHA), Hai Chin thap xanh, Phong Cong nghe cao, cac bac si, phOng Bdo hiem nhan tho va Hiep hai bdo hiem nhan tho cua Massachusetts (LIAM) Mat tam chinh cua phap the la giarn bat chi phi sire khoe va lam giarn vi the vuat trai cua Chu thdp xanh & tieu bang Dieu se cai thien vi the canh tranh cua cac cOng ty bdo hiem & Massachusetts linh vut chum soc sire kh6e Tdt cd deu thdy van de & day la "chinh such ngan chdn chi phi chain soc Ric kh6e" Dieu co strc hdp dAn I&n dOi vai doanh nghiep (no se lam gidm chi phi phuc vu cho cac lai ich cfia nguai lao dang) va ca nhan (no se lam giam chi phi chant soc suc kh6e) MHA cac bac si va hai Chu thdp xanh it to phap ling ve phe duyet han, song no co mat silt thu but va su ling ho ve chinh tri 16.n cua cong chUng, doanh nghiep Khi danh gia tinh nay, hai Chit thdp xanh da ltru )", rang neu nhtr phap the dtrot thong qua, ho buac phdi giam cac lai ich mang lai cho bun 300.000 nguai gia Nh6m ngikri hoAc la se hi them tien de dtrot htrong them cac phtic lai, nhan dim it lai ich hem, hoac la cd hai Hai Chu thdp xanh ghe tharn tat cd nhiing ngtroi dang sir dung dich vu de cho ho biet ve tac dang cua van de D6n Itrat nhom nguai tiep tuc gay mat phong trao quAn chUng rang rai — mot chien dich co t6 chdc vai nhitng cuac dien thoai den cat dai dien quAn chUng,.thu cho cac t& bao va dai dien giai truyen thong dien tfr Ket qua cua sty cong khai da ket the van de Du ludn lai chuyen sang chU de "sir Om stir ve lai ich clanh cho nguai gia" va khOng co mat nhom hay t6 chtrc nao muan ho tra quan diem dO mat cach tong khai LIEN KET CHIEN LUOC CHINH TRI VA CHIEN LUKYC CONG TY Nhu da neu tir dAu chucmg nay, chien luac chinh tri cua mat to chtic khong tach khOi chien 'trot kinh doanh cad nO Tren thuc t6' la hoan toan ngtrac lai Chien luac chinh tri c6 the anh htrong chien Iliac kinh doanh vai vo so phuang cach khac Thir nhdt, chi& luac chinh tri doi can thiet cho viec tau sang mat thuc the kinh don le Neu khong dung mat chien Iliac chinh tri kien guy& nhom thong lai de nghi tiep quail cua Mattel, Hasbro se khong tiep tuc tan tai de phut then va thuc thi chien ltrac to Chti c16: Qu'an ljt chi6n hick 217 kinh doanh ma no mu6n Thd hai, chien lugc chinh tri d8i co the can thiet cho six ding cua chien hrac kinh doanh Nhieu cong ty da dung chien lugc chinh tri de phat trie'n cac lien minh can thiet nham dat cac tieu chugn Icy thuat la tam d6i vgi cong tren thuang trugng cua san pham IBM On day da tuyen be se tree' met phan ciia met lien minh nganh gem cac cong ty nhu Compaq, HP, Microsoft va Intel, nham tao su an ninh tot han cho cac giao dich thuang mai dien Thu' ba, chien lugc chinh tri có the &mg Op clang ke hoac lam tr& ngai viec thuc hien nhUng khia canh hoat dong cu the cna met cong ty Shell da vO cang bat nga ve phIrcrng cach caa met ben huu quan ma no it a y - To chdc HOa binh xanh — dugc sir dung de co the dot nget can thiep vao ke hoach dugc be tri can than nhat cna hang viec cl6 phe thai dan khoan dau xu6ng nai sau nhat Men Bac Thd tu, chien hocchinh tri doi tai quan dei vgi viec tham nhap vao thuang trugng Lien minh chau Au da cam Coca-Cola mo Ong sty banh trugng cua minh sang thi trugng chau Au thong qua viec thau tom cac dong san pham dia nhting cong ty khac Trong nhieu nam, cac nha san xuat xe hoi Nhat da thuang luting de c6 the gia nhap vao thi trugng My thong qua su "han the to nguyen" (vi du nhu se luting xe hai ho co the xuat sang My) ma ho thiet lap v6i chinh phia My Thu' nam, ket qua tat yeti cua viec tham nhap dugc vao thong truerng la chien lugc chinh tri co the dong gop vao viec bao ve vi the tren thuang trugng ding ram chOng lai nhang ke mai gia nhap Cac cong ty 0-to va dien td My hu6ng lai tit Thea thuan Han the Tu nguyen vgi Nhat Nhiing kho khan ph6 bien viec tham nhap vao thi tnrong not dia Nhat Ban tao cho nhieu cong ty Nhat met nen tang not dia an toan de tir clO ma reng quec te TONG KET Khi xay dung chien lugc chinh tri, t6 chdc can nhan clang nhiing van de quan nhAt: nhfing ben hfru quan co kha nang la dong minh hay clei lap, lam the nao ho có the tac dong den van de va nhirng mat tran nao ma dO no co lai the ion cac ben him quan tiem nang va hien hilu khac Cac can hOi neu Bang 7.2 va 7.3 cho thay mO hinh phan tich can thiet Met nhung van de quan nhat da &roc quy& Binh, t6 chdc phai danh gia va t h uc thi cac lua chop chi& lugc da thao luan a-a& dO Vgi tec thay clei hien tai cua cac mat tran chinh tri va xa hai, co ye nhu khong có gi clang lo ngai de not rang cac nha quan 1y dang dang tnx6c nhieu van de vgi milt de da dang phong pha hem bao gig het Viec tra met nha gia kim lao luyen linh vuc chien lugc chinh tri 218 MBA Cam tay khOng la mot dieu xa xi nfra: no la mot ky nang mang tinh song CHU THICH Nhirng phan chircrng dugc rut tir cong trinh nghien cinr cua cac tac gia sau: B Bigelow, L.Fahey va J.F Mahon, "Political Strategy and Issue Evolution: A Framework for Analysis," Contemporary Issues in Business and Society Phien ban K.Paul (Lewiston, NY:Edwin Mellon Press, 1991) 1-26; J.F Mahon, "Corporate Political Strategy" Business in the Contemporary World (Thang 11 nam 1989): 50-62; va J.F Mahon, B.Bigelow, va L Fahey, Toward a Theory of Corporate Political Strategy, trinh bay tai cueN hop quOc gia cua Hoc vien Quail tri, Washington DC, Thang nam 1989 P.F Bartha, "Managing Corporate External Issues: An Analytical Framework", Business Quarterly (1982), 47:78-90 Constance L.Hays, "A Sputter in the Coke Machine", New York Times (30 thang nam 1999), pp Cl ILA C6 R.W Cobb Ira C.D Elder, Participation in American Politic: The Dynamics of Agenda Building (Baltimore: John Hopkins University Press, 1972), trang 72 Phan Hai CAC NHAN TO DAU VAO CUA CHIEN LUCIC: PHAN TiCH MOI TRUONG NGOAI TAI VA MOI TRIONG NOI TAI

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