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Business Strategy Defined生意战略定义

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Leadership领导才能

Information Com-munication &

Technology信息沟通和科技力量

Human Re-sources

人力资源Business

Units生意单位

Financials财务

-Defined -

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Mobilize Change Through Leadership 通过领导才能实现变化

Align the Organization

to The Strategy 统一阵线联盟

Make the Strat-egy

Everyone’sEveryday Job 每人每日跟进战略

Translate the Strategy to Op-erational Terms 把战略演变成可实际操作的

Make The Strategy A Continual

Process 战略是个周而复始的流程

The Wheels of Change 变化的齿轮

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Translate the Strategy to Operational Terms

把战略演变成可实际操作的The Means Justify The

End行动方式决定结果

Invest in the tangible 投资有形的东西Solid Product 硬件产品and intangible 投资无形的东西Human Capital 人力资产assets of the organization. However, some ingredients are frozen, some are stale and others are active and fresh. 即为企业的资产。然而，一些成分是冷冻的，一些不新鲜了，其余的是有活力的。

Formal reporting structures are replaced with strategic channels that will enable daily communi-cation and feedback to and from all employees and customers战略性的渠道代替正式的报告结构，这样使得日常员工和客人之间的双向沟通和反馈发挥作用。

Align the Organization to the Strategy统一阵线联盟

Make Strategy Everyone’s Everyday Job

每一个每天都跟进战略

Communicate your vision and strategy to the front line

与一线员工交流沟通远景和战略

The commitment of all employees and their active contribution is essen-tial and necessary in making a successful strategy a reality 全体员工的承诺和积极奉献是成功实现战略目标的必要必须因素。

Strategy-Focused organizations require that all employees understand the strategy and conduct their day-to-day business in a way that contributes to the success of the

strategy. 关注战略的组织要求其全体员工理解战略目标并将此体现在每天的工作中，以确保战略的成功实现。Must a consorted effort to educate every employee on all levels in the organization

about the key strategic components. 必须相互协作给各个级别的员工教授重要战略因素。

Make Strategy a Continual Process

战略是一个周而复始的流程Most organization, the management process is built

around the Financial plan. Meetings take place to dis-cuss Financial performance. 大多数机构的管理都以财务计划为前提。会议内容通常也是讲财务状况。

There are no meetings at which managers discuss strategy. 85% of manage-ment teams spend less than one hour per month discussing strategy. 管理人员从不开会讨论战略问题。 85% 的管理团队每一个月花不到 1 个小时来讨论战略。An effective leader is much like a navigator guiding a vessel on a long journey, always sensing the shifting winds and currents and adopting the course and

fine-tuning their strategy. 一位高效的领导者就像领航员一样，在长途旅途上随时根据风向和水流调整航线和策略。Building on the principle that Strategy is everyone’s everyday job, empowers em-

ployees by giving them knowledge needed to do his or her job. 建立“每日每人跟进战略”这种原则，通过给予员工所需的知识技能来发挥作用。

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MOBILIZATION 实施The organization must be UNFROZEN 机构必须是解冻的Transformational change begins at the top. The first job for executive leadership at a strategy-focused organization is to make the need for

change obvious to all. Once the change process is launched, executives establish a governance process to guide the transition. 演变是自上而下的。作为关注战略机构的行政领导者第一步要让全体员工认识改变明显性。一旦改变流程开始，行政经理需要建立统一监管体制带领整个变化过程。

This process defines, demonstrates and reinforces the new cultural values to the organization. The competitive land-scape is constantly changing, so strategies must constantly evolve to reflect shifts in opportunities and threats. 此流程在机构中定义，展示和加强这种新兴的文化价值。竞争环境不断变化着，因此战略也必须不断地进化，并反映在机会和威胁的转化中。

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Three actions must be taken by the leader领导者必须采取的三个行动

Establish a sense of urgency to remedy the situation 建立紧迫感补救现状

Create a guiding coalition and team spirit 创建有指导性的联盟和团队精神

Develop a vision and a strategy发展远景目标和战略

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Many companies today moving away from performance management system

by recognizing the limitations of managing only with financial numbers 许多公司现在从局限于

财务数据为管理模式转型to 到

strategy-focused organization 关注战略的机构emphasizing customer satisfaction and employee development and training. 强调顾客满意度，员

工发展和培训的模式 Balanced Strategy

requires five components;平衡的战略包括 5 个步骤

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Planning计划

Coordi-nating协作

Com-manding指挥

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Planning

计划involves considering the fu-

ture, deciding the aims of the organization and developing a plan of action 包含对未来的展望，制定机构的目标和行

动计划Organiz-ing 组织involves gathering the re-

sources necessary to achieve these aims and structuring the

organization to complete its activities. Both of these roles

remain crucial. 集中必要的资源来实现目标，组织机构完成各个工作活动。这两项都

起到决定性作用Coordi-

nating 协作

involves focusing and, in par-ticular, unifying People’s ef -

forts to ensure success. 包括关注，特别指联合人力共同

努力保证成功。

Com-manding 指挥

is very important in order to achieve the optimum return

from people. 对于在人力上达到最佳的结果至关重要

Con-trolling掌控

involves monitoring that ev-erything works as planned, making adjustments where

necessary. 监督管理是否是按照计划在操作工作，必要

时进行调整。

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and success through answering question such as:通过回答下列问题实现成功

Where are we now? 我们的现状是什么？ Where do we want to be? 我们的目标是什么？ How we’re going to get there? 怎么样达到目标？

When designing a strategic thinking organization, you must consider long-term competitive advantage 在规划战略思考的机构时，必须考虑长期的有竞争力的优势

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Develop and communicate a powerful -

compelling vi-sion of the fu-ture 制定和沟通一个强有力并且强制性的

远景目标

Structure and lead the orga-nization in the most effective and appropri-ate way 架构并领导机构使用最有效和适

当的方式

Control the skills neces-sary to im-

plement and realize the vi-

sion 掌控实施技能知识来实

现远景目标

These include energy and drive, determination, ca-pacity for hard work, ex-ceptional communication

skills and the ability to empower and motivate others and to act as a

role model 投入精力，驱动力，决心和能力在辛勤的工作中，额外的沟通技巧和能力可以激励影响他人，做一

个模范榜样

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The Turnaround Strategist 扭转局面的战略家The decision making approach focuses on turning around the performance of an organization in decline. To achieve turnaround success, it is important to implement new control systems quickly and to focus on the reasons for decline and reverse them. It is therefore, necessary to forecast and manage uncertainties. This requires intuition, creative insight and the ability to respond to events quickly, effectively and imagi-natively. 决定的制定是为了扭转企业业绩表现下滑的状况。为了达成目标，重要的是要快速推行新的控制系统和了解业绩下滑原因并加以纠正。因此，有必要预测和管理不确定因素，这就要求运用直觉，洞察力，能力对事件做出快速，有效和预测上的回应。

Continuous improvement 持续提高is always to be valued, but there are times when more dramatic change is needed. 总是需要进行衡量，必要情况下有多次大的变动。Controlling Costs 控制成本

is one way of boosting profits and reducing losses. One of the most important factors in controlling cost is attitude. Create an understanding throughout the organization of the financial facts of business life 是提高效益和降低损失的一种方法。控制成本中最主要的一个因素是态度。在企业的财务组织里建立相互理解的氛围。

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Reducing Costs & Improving Efficiency 降低成本和提高效率

Even when things are going well, we still have to be absolutely dedicated to decreasing costs. It is not something you have to do when things are difficult, it is something you have to do all the time and in every area of the business. 在经营状况良好时，我们仍然要做到降低成本。这并不是在状况不佳时才要贯彻的事情，而要在日常工作的各个经营方面执行。

Achieving low costs is not so difficult. What matters is having the right costs and high motivation. If you have low costs and people are unhappy, then you have bad results. Keeping employees motivated, energized and excited is the most important aspect to succeeding with your strategy. This must remain an ongoing process. 做到低成本并不困难。 关键是成本控制得当的同时，维持高涨的积极性。如果成本降低了但是员工不愉快，最后结果也不好。保持员工的积极性，精力饱满和兴奋度，对于战略成功达成至关重要。这是一个持续进行的过程。

Setting realistic targets us also important. Reliability in achieving the target matters as much as the target itself. 建立可实现的目标很重要。实现目标的可靠性可操作性与目标本身一样重要。

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Translating the Strategy Into Desired Outcomes把战略变成所需要的结果Mission 使命

• Why We Exist 我们存在的作用是什么？

Core

Value

s

• What We Believe in 我们信仰的是什么？

Vi-sio

n

• What We Want To Be 我们想要成为什么

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Translating the Strategy Into Desired Outcomes把战略变成所需要的结果Strate

gy战略

• Our Game Plan 我们的计划

Proc

esses 流程

• Implementation 实施

Strate-gic Ini-tia-tive

s 战略上的主动性

• What

We Need To

Do 我们需要做什么

Personal Objectives 个人目标

• What I Need To

Do 我

需要做什么

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four-prong approach to succeeding with ourStrategy 战略成功的四种方法

Internal Business

Pro-cesses内部营业流程

Learning &

Growth 学习和成长

Cus-tomer 顾客

Financial 财务

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Financial 财务The strategy for growth & profitabil-

ity 实现增长和利润的战略 Customer 顾客The strategy for creating value from the perspective

of the customer 从顾客角度来创造价值的战略Business Pro-cesses 营业流程The strategic priorities for various business processes

which create customer satisfaction 创造顾客满意度的各项营业流程优先的战略Learning & Growth 学习和成长Set priorities to create a climate that supports orga-

nizational change, innovation and growth 优先创造出支持机构变化，创新和成长的大气候

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Revenue Growth Strategy 收入增长战略

Financial 财务• Productivity生产

力• Increase Revenues增加收入• Profitable Growth利润增长

Customer 顾客• Brand Image品牌

形象• Consistency持续

性• Price 定价• Positive Experi-

ence 正面的经历• Customer Acquisi-

tion 顾客收获• Customer Reten-

tion 维持顾客

Business Pro-cesses 营业流程

• Strive For Excellence力求优异• Core Competencies 核

心能力• Customer Focus 关注

顾客• Employee Morale 员工

士气• Develop New Products发展新产品 • Innovation 创新革新• Increase Customer

Value 提高顾客价值

Learning and Growth 学习和成

长• Strategic awareness战略上的意识• Goal Alignment 统

一目标• Staff Competency 员

工能力• Training 培训• Confidence 自信

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Empowering and Mobilizing People with the overall Strategy 人们实施实现总体战略Managing Knowl-edge & Information 管理知识和信息Fostering Creativ-ity and Innovation 培养创造力和革新力Focusing on Con-tinuous Improve-ment 关注持续发展Getting the Corporate Culture Right 正确的企业文化

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Strategic Outcomes 战略上的成果Effective Processes 有效的流程Motivated and Prepared Workforce 有动力和有准备的劳动力Satisfied Customers 满意的顾客

Satisfied Owners 满意的业主

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Strategy Consists of Various Themes 战略由各种主题构成

Improve operating efficiency提高运营效率

Improve growth in core segments 提高核心部分的增长

Improve operating margins by streamlining your business 通过流线性生意来改善经营毛利率

Reduce the cost of People employed 降低人员成本

Increase sales through improved retail channels/alliances 提高零售渠道来增大销售

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Knowledge Management Strategy 知识管理战略

Customer Intimacy 顾客亲密度

Product Innovation产品创新

Operational Excellence优异的运营

Capture KnowledgeAbout Customers掌握対客服务知识

Understand Customer Needs了解顾客需求

Empower Front-Line Staff授权一线员工 Ensure that Everyone

knows the Customer确保每一个员工认识我们的客人 Make Company knowl-

edge to Customers给顾客介绍我们的服务产品

Reduce Time to Market减少市场上面的时间 Commercialize new Prod-

ucts Faster快速使得新产品商业化 Ensure that Ideas Flow from Customers and Front-

Line to R&D保证一线员工和顾客的建议达到管理层 Re-use and re-apply tested

knowledge and method回顾和应用被验证过的知识和方法

Reduce Cost降低成本 Improve Quality

提高质量 Use “Know-How” from

Top-Performing units to others从最佳表现部分开始使用“知道如何操作”

Don’t Reinvent the Wheel不要浪费精力做重复工作

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The benefits of Scenario Planning 场景计划的好处• Scenario planning helps provide a better understanding of how different

factors affecting a business effect each other. It can reveal linkages be-tween apparently unrelated factors and most importantly, it can provide

greater insight into the forces shaping the future, delivering real compet -itive advantage. 场景计划帮助我们更好理解事物各个因素如何相互影响。可以揭示表面没有关系的因素之间的连系，最重要的是能够

帮助提高洞察力来塑造前景，发挥出真正的竞争优势。

Understanding the Present 了解现状

• Scenarios should be designed to challenge established views and to over-come Business-As-Usual complacency and to enable both established

formulas and new ideas to be tested. 设计的场景要有挑战性，能够征服“一如既往”的自满和有能力对建立的公式和新的想法经行测

试。

Overcoming Com-placency 克服自满

• Scenarios encourages the opening of minds to new possibilities and the excitement of thinking about how they may be realized. 场景鼓励开放

式的思想，接受新的可能性以及如何实现目标的活跃思想。

Stimulating Creativ-ity and Innovation 激发创造力和革命

力

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The benefits of Scenario Planning 场景计划的好处• Scenarios help people to understand their environment, consider the

future, share knowledge and evaluate strategic options. 场景帮助人民理解环境，思考未来，分享知识和评估战略上的观点。

Promote learn-ing促进学习

• Scenarios attempt to look beyond our more limited mindsets, recog-nizing that possibilities are influenced by a wide range of people. 场景试图帮助我们超越有限的习惯思维，认识到很多人可以影响发

展可能性。

Promote Action and Own-ership of the Strategy

Process 促进行动实施和战略流程的拥有权

• Scenario planning works because it looks beyond current assign-ments, facts and forecasts. It allows discussions to be uninhibited and

it creates the conditions for a genuinely effective shared sense of purpose to evolve. 场景计划发挥作用是因为它超越现有的分配，事实和预估。在场景中的讨论是不受限制的，可以创造出一种真

正的有效的相互分享的目标感，不断进化。

Create Shared View 创造分享

的意见

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Human Resources Management Process 人力资源管理战略

Customer Fo-cus关注顾客

SelfConfidence自信心

Organiza-tionAwareness 企业意识

Concep-tualThinking 概念思想

Relation-shipBuilding关系建立Impact and

Influence影响和改变Interper-sonal

Under-standing人际间的理解

Adding

Va

lueTo

the C

us-

tomer

增加顾客的价值

Recognizing

Market

Opportuni-

ties

认知市场计划

Delive

ring

Result

s

传递结果

Working

withCol-

leagues

相互协作

DevelopingOthers发展其他

TeamLeadership 团对领导力

Holding PeopleAccountable 保持人员可数性

AnalyticalThinking解析思想InformationSeeking 寻求信息ConcernFor Quality关注质量

Initiative主动性

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