Business Policy and Strategy_Assignment -1.doc

8/10/2019 Business Policy and Strategy_Assignment -1.doc

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CENTRE FOR CONTINUING EDUCATION

EXECUTIVE MBA(OIL & GAS MANAGEMENT)

ASSIGNMENT - 1

BATCH: 2011 JAN

SEMESTER: 4th SE M ES T E R

NAME: _ __

ROLLNO: _

ASSIGNMENT

FOR

Busi!ss "#$i%& '( St)'t!*&MBCG +4,

UNIERSIT. OF "ETROLEUM/ENERG.STUDIES


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SECTION-A

ATTEM"T AN. FOUR UESTIONS FROM 1 TO 34 5 6 20 M')7s8

1 9h't ')! th! uiu! ;!'tu)!s '( 'tt)i


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5or e$a"%le assu"e that a %ro0ect !s 67 "onths lon-# Ater sche'ul!n- the or1 you !'ent!y the cr!t!cal

%ath# There are 68 act!*!t!es !n the cr!t!cal %ath o *ar!ous 'urat!ons an' eort hours# The th!r' act!*!ty on

the cr!t!cal %ath as est!"ate' to e co"%lete' !n !*e 'ays ut actually too1 n!ne# The %ro0ect !ll no

ta1e 67 "onths an' 9 'ays to co"%lete# :elay!n- the act!*!ty y 9 'ays cause' the ent!re %ro0ect

'ea'l!ne to -o o*er y 9 'ays#

02 T!'@ hi)i*

To'ay2s orl' !- challen-e 4 h!r!n- an' reta!n!n- the torrent o s1!lle' %eo%le nee'e' to 1ee% your

or-an!3at!on -o!n-# So hat can you 'o to succee' !n th!s challen-e/ other than orry co"%la!n a lot

an' rant!cally s%en' "oney an' t!"e; One a%%roach rel!es on the el!e that %eo%le are

ass!-ne' to each ne h!re tea"# These !ll !nclu'e the "ana-er to ho" the %erson !ll re%ort se*eral

%eers %erha%s e*en a suor'!nate or to o the ne h!re# It "!-ht !nclu'e other "ana-ers or so"eone

ro"


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5!rst all the tea" !nter*!es the %ros%ect!*e can'!'ates e!ther !n'!*!'ually or !n -rou%s# The can'!'ates

ha*e een e$a"!ne' ro" "any %ers%ect!*es an' throu-h that %rocess the a'*anta-es an'

'!sa'*anta-es they oer as a ne h!re eco"e a%%arent# Then to 'ec!'e ho !s -o!n- to e -!*en an

oer the tea" "eets to cr!t!cally e$a"!ne each can'!'ate# A cr!t!cal ste% !s to '!scuss ho each one

stac1s u% a-a!nst the l!st o attr!utes the tea" a-ree' ere essent!al to success# The -rou% %rocess

ensures that h!''en !ases an' "!sse' s!-nals e"er-e an' the est can'!'ate !s selecte'#

S!$$i* '( #)i!t'ti#

The tea" a%%roach 1ee%s %ay!n- '!*!'en's ater the !nal select!on !s "a'e# That2s ecause these 'ays

"a1!n- an oer to a terr!!c can'!'ate !s har'ly the en' o the %rocess# E*en ater the can'!'ate acce%ts

the tea"2s 0o cont!nues# =a%!' or"s has !t set u% so the tea" !s res%ons!le or hel%!n- or!ent coach

an' u''y u% !th ne h!res# The co"%any has oun' th!s hel%s !nsure that ne e"%loyees -et o to a

-oo' start an' resol*e early %role"s 4 -ett!n- throu-h the !rst e "onths !thout %role"s usually

-uarantees lon-4ter" retent!on#

04 Missi# st't!@!t

A @issi# st't!@!t!s a state"ent o the %ur%ose o a co"%anyor or-an!3at!on !ts reason or e$!st!n-#

The "!ss!on state"ent shoul' -u!'e the act!ons o the or-an!3at!on s%ell out !ts o*erall -oal %ro*!'e a

%ath an' -u!'e 'ec!s!on4"a1!n-# It %ro*!'es @the ra"eor1 or conte$t !th!n h!ch the co"%any2s

strate-!es are or"ulate'#@ Eect!*e "!ss!on state"ents start y co-ently art!culat!n- the or-an!3at!on2s

%ur%ose#

M!ss!on state"ents oten !nclu'e the ollo!n- !nor"at!on? A!"(s) o the or-an!3at!on

The or-an!3at!on2s %r!"ary sta1ehol'ers? cl!entscusto"ers sharehol'ers con-re-at!on etc#


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Mc:onal's 4 @To %ro*!'e the ast oo' custo"er oo' %re%are' !n the sa"e h!-h4,ual!ty "anner

orl'4!'e that !s tasty reasonaly4%r!ce' & 'el!*ere' cons!stently !n a lo41ey 'Fcor an' r!en'ly

at"os%here#

o ey Mar1et? The ast oo' custo"er orl'4!'e

o Contr!ut!on? tasty an' reasonaly4%r!ce' oo' %re%are' !n a h!-h4,ual!ty "anner

o :!st!nct!on? 'el!*ere' cons!stently (orl'4!'e) !n a lo41ey 'Fcor an' r!en'ly

at"os%here#

Courtyar' y Marr!ott 4 @To %ro*!'e econo"y an' ,ual!ty "!n'e' tra*elers !th a %re"!er

"o'erate %r!ce' lo'-!n- ac!l!ty h!ch !s cons!stently %erce!*e' as clean co"ortale ell4

"a!nta!ne' an' attract!*e stae' y r!en'ly attent!*e an' e!c!ent %eo%le@

o ey Mar1et? econo"y an' ,ual!ty "!n'e' tra*elers

o Contr!ut!on? "o'erate %r!ce' lo'-!n-

o :!st!nct!on? cons!stently %erce!*e' as clean co"ortale ell4"a!nta!ne' an' attract!*e

stae' y r!en'ly attent!*e an' e!c!ent %eo%le

The "!ss!on state"ent can e use' to resol*e tra'e4os eteen '!erent us!ness sta1ehol'ers#

Sta1ehol'ers !nclu'e? "ana-ers & e$ecut!*es non4"ana-e"ent e"%loyees sharehol'ers oar' o

'!rectors custo"ers su%%l!ers '!str!utors cre'!torsan1ers -o*ern"ents (local state e'eral etc#)

laor un!ons co"%et!tors NGOs an' the co""un!ty or -eneral %ul!c# By 'e!n!t!on sta1ehol'ers aect

or are aecte' y the or-an!3at!on2s 'ec!s!ons an' act!*!t!es#

Accor'!n- to Vern McG!n!s a "!ss!on shoul'?

:e!ne hat the co"%any !s

L!"!te' to e$clu'e so"e *entures

Broa' enou-h to allo or creat!*e -roth

:!st!n-u!sh the co"%any ro" all others

Ser*e as ra"eor1 to e*aluate current act!*!t!es

State' clearly so that !t !s un'erstoo' y all

A @issi# st't!@!t (!;i!s i ' =')'*)'=h #) s# '& !tit&s )!'s# ;#) !ist!%! It !@


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05 C#)! %#@=!t!%i!s

A uiu! '

i@it't!( C#)! %#@=!t!%i!s ')! h't *i! ' %#@='& #! #) @#)! %#@=!titi! '('t'*!s

i %)!'ti* '( (!$i!)i* '$u! t# its %ust#@!)s i its %h#s! ;i!$( A$s# %'$$!( %#)!

%'='

@')7!t =#siti# '( @')7!t =#!) S!i#) @''*!@!t %'#t ;#%us # '$$ '%tiiti!s #; '


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Co"%etence Ach!e*e;$rovides potential

access to a wide

variety of markets

The 1ey core co"%etenc!es here are those that enale the creat!on o ne

%ro'ucts an' ser*!ces#

E'@=$!: 9h& h's S'*' !st'

custo"er actually %ay!n- or;

E'@=$!: 9h& h'! T!s%#

th! @')7!t ;#) #$i! *)#%!)& sh#==i*?

Core co"%etenc!es that "ean custo"ers *alue the Tesco#co" e$%er!ence so

h!-hly?

4 :es!-n!n- an' !"%le"ent!n- su%%ly syste"s that eect!*ely l!n1 e$!st!n-

sho%s !th the Tesco#co" e s!te

4 A!l!ty to 'es!-n an' 'el!*er a @custo"er !nterace@ that %ersonal!3es onl!ne

sho%%!n- an' "a1es !t "ore e!c!ent

4 =el!ale an' e!c!ent 'el!*ery !nrastructure (%ro'uct %!c1!n- '!str!ut!on

custo"er sat!sact!on han'l!n-)(ifficult for

competitors to imitate

A core co"%etence shoul' e %#@=!titi!$& uiu!? In "any !n'ustr!es

"ost s1!lls can e cons!'ere' a %rere,u!s!te or %art!c!%at!on an' 'o not%ro*!'e any s!-n!!cant co"%et!tor '!erent!at!on# To ,ual!y as @core@ a

co"%etence shoul' e so"eth!n- that other co"%et!tors !sh they ha' !th!n

the!r on us!ness#

E'@=$!: 9h& (#!s D!$$ h'! su%h ' st)#* =#siti# i th! =!)s#'$

%#@=ut!) @')7!t?

Core co"%etenc!es that are '!!cult or the co"%et!t!on to !"!tate?


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4 Onl!ne custo"er @es%o1!n-@ o each co"%uter u!lt

4 M!n!"!3at!on o or1!n- ca%!tal !n the %ro'uct!on %rocess

-

%r!ces

A co"%etence h!ch !s central to the us!ness2s o%erat!ons ut h!ch !s not e$ce%t!onal !n so"e ay

sh#u$( #t

stae' y %eo%le !th only as!c tra!n!n- cannot e re-ar'e' as a core co"%etence# Such a %rocess !s

h!-hly unl!1ely to -enerate a '!erent!ate' a'*anta-e o*er r!*al us!nesses#


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01 St)'t!*& ;#)@u$'ti# i@=$!@!t'ti# '( !'$u'ti# ')! #t s!=')'t! 't!) ti*ht

%#@=')t@!ts Justi;&

02 D!;i! I;#)@'ti# S&st!@s

I;#)@'ti# s&st!@s(IS) !s the stu'y o co"%le"entary netor1s o har'are an' sotare that %eo%le

an' or-an!3at!ons use to collect !lter %rocess create an' '!str!ute 'ata#6HHH9H

The stu'y r!'-es

us!ness an' co"%uter sc!ence us!n- the theoret!cal oun'at!ons o !nor"at!on an' co"%utat!on to

stu'y *ar!ous us!ness "o'els an' relate' al-or!th"!c%rocesses !th!n a co"%uter sc!ence '!sc!%l!ne#

ComputerInor"at!on Syste"(s) (CIS) !s a !el' stu'y!n- co"%uters an' al-or!th"!c %rocesses !nclu'!n-

the!r %r!nc!%les the!r sotare an' har'are 'es!-ns the!r a%%l!cat!ons an' the!r !"%act on soc!ety h!le

IS e"%has!3es unct!onal!ty o*er 'es!-n#

The h!story o !nor"at!on syste"s co!nc!'es !th the h!story o co"%uter sc!encethat e-an lon- eore

the "o'ern '!sc!%l!ne o co"%uter sc!ence e"er-e' !n the tent!eth century# =e-ar'!n- the c!rculat!on o

!nor"at!on an' !'eas nu"erous le-acy !nor"at!on syste"s st!ll e$!st to'ay that are cont!nuouslyu%'ate' to %ro"ote ethno-ra%h!c a%%roaches to ensure 'ata !nte-r!ty an' to !"%ro*e the soc!al

eect!*eness & e!c!ency o the hole %rocess# In -eneral !nor"at!on syste"s are ocuse' u%on

%rocess!n- !nor"at!on !th!n or-an!3at!ons es%ec!ally !th!n us!ness enter%r!ses an' shar!n- the

ene!ts !th "o'ern soc!ety#

O!)i!

S!l*er et al# (68) %ro*!'e' to *!es on (IS) an' IS4centere' *!e that !nclu'es sotare har'are

'ata %eo%le an' %roce'ures# A secon' "ana-er!al *!e !nclu'es %eo%le us!ness %rocesses an'

Inor"at!on Syste"s#

There are *ar!ous ty%es o !nor"at!on syste"s or e$a"%le? transact!on %rocess!n- syste"s o!ce

syste"s 'ec!s!on su%%ort syste"s 1nole'-e "ana-e"ent syste"s 'ataase "ana-e"ent syste"s

an' o!ce !nor"at!on syste"s# Cr!t!cal to "ost !nor"at!on syste"s are !nor"at!on technolo-!es h!ch

are ty%!cally 'es!-ne' to enale hu"ans to %eror" tas1s or h!ch the hu"an ra!n !s not ell su!te'

such as? han'l!n- lar-e a"ounts o !nor"at!on %eror"!n- co"%le$ calculat!ons an' controll!n- "any

s!"ultaneous %rocesses#

Th! I@='%t # E%##@i% M#(!$s

M!croecono"!ctheory "o'el

Transact!on costtheory

A-ency Theory

Di;;!)!ti'ti* IS ;)#@ R!$'t!( Dis%i=$i!s
http://en.wikipedia.org/wiki/Data_(computing)http://en.wikipedia.org/wiki/Information_systems#cite_note-0http://en.wikipedia.org/wiki/Information_systems#cite_note-1http://en.wikipedia.org/wiki/Information_systems#cite_note-2http://en.wikipedia.org/wiki/Information_systems#cite_note-3http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Computer_sciencehttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Computationhttp://en.wikipedia.org/wiki/Algorithmichttp://en.wikipedia.org/wiki/History_of_computer_sciencehttp://en.wikipedia.org/wiki/Data_integrityhttp://en.wikipedia.org/wiki/Microeconomichttp://en.wikipedia.org/wiki/Transaction_costhttp://en.wikipedia.org/wiki/Agency_Theoryhttp://en.wikipedia.org/wiki/Data_(computing)http://en.wikipedia.org/wiki/Information_systems#cite_note-0http://en.wikipedia.org/wiki/Information_systems#cite_note-1http://en.wikipedia.org/wiki/Information_systems#cite_note-2http://en.wikipedia.org/wiki/Information_systems#cite_note-3http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Computer_sciencehttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Computationhttp://en.wikipedia.org/wiki/Algorithmichttp://en.wikipedia.org/wiki/History_of_computer_sciencehttp://en.wikipedia.org/wiki/Data_integrityhttp://en.wikipedia.org/wiki/Microeconomichttp://en.wikipedia.org/wiki/Transaction_costhttp://en.wikipedia.org/wiki/Agency_Theory


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Inor"at!on Syste"s relat!onsh!% to Inor"at!on Technolo-y Co"%uter Sc!ence Inor"at!on Sc!ence

an' Bus!ness# S!"!lar to co"%uter sc!ence other '!sc!%l!nes can e seen as oth relate' '!sc!%l!nes an'

oun'at!on '!sc!%l!nes o IS# The 'o"a!n o stu'y o IS !n*ol*es the stu'y o theor!es an' %ract!ces

relate' to the soc!al an' technolo-!cal %heno"ena h!ch 'eter"!ne the 'e*elo%"ent use an' eects o

!nor"at!on syste"s !n or-an!3at!ons an' soc!ety# But h!le there "ay e cons!'erale o*erla% o the

'!sc!%l!nes at the oun'ar!es the '!sc!%l!nes are st!ll '!erent!ate' y the ocus %ur%ose an' or!entat!on

o the!r act!*!t!es#

In a roa' sco%e the ter" I;#)@'ti# S&st!@s(IS) !s a sc!ent!!c !el' o stu'y that a''resses the

ran-e o strate-!c "ana-er!al an' o%erat!onal act!*!t!es !n*ol*e' !n the -ather!n- %rocess!n- stor!n-

'!str!ut!n- an' use o !nor"at!on an' !ts assoc!ate' technolo-!es !n soc!ety an' or-an!3at!ons# The

ter" !nor"at!on syste"s !s also use' to 'escr!e an or-an!3at!onal unct!on that a%%l!es IS 1nole'-e !n

!n'ustry -o*ern"ent a-enc!es an' not4or4%ro!t or-an!3at!ons# Information )ystemsoten reers to the

!nteract!on eteen al-or!th"!c %rocesses an' technolo-y# Th!s !nteract!on can occur !th!n or across

or-an!3at!onal oun'ar!es# An !nor"at!on syste" !s not only the technolo-y an or-an!3at!on uses ut

also the ay !n h!ch the or-an!3at!ons !nteract !th the technolo-y an' the ay !n h!ch the technolo-y

or1s !th the or-an!3at!onJs us!ness %rocesses# Inor"at!on syste"s are '!st!nct ro" !nor"at!on
http://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Information_technology


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technolo-y(IT) !n that an !nor"at!on syste" has an !nor"at!on technolo-y co"%onent that !nteracts

!th the %rocesses co"%onents#

T&=!s #; i;#)@'ti# s&st!@s

A our le*el %yra"!' "o'el o '!erent ty%es o Inor"at!on Syste"s ase' on the '!erent le*els o

h!erarchy !n an or-an!3at!on

The 2class!c2 *!e o Inor"at!on syste"s oun' !n the te$too1s o the 6K7s as o a %yra"!' o

syste"s that relecte' the h!erarchy o the or-an!3at!on usually transact!on %rocess!n- syste"sat the

otto" o the %yra"!' olloe' y "ana-e"ent !nor"at!on syste"s 'ec!s!on su%%ort syste"s an'

en'!n- !th e$ecut!*e !nor"at!on syste"sat the to%# Althou-h the %yra"!' "o'el re"a!ns useul s!nce

!t as !rst or"ulate' a nu"er o ne technolo-!es ha*e een 'e*elo%e' an' ne cate-or!es o

!nor"at!on syste"s ha*e e"er-e' so"e o h!ch no lon-er !t eas!ly !nto the or!-!nal %yra"!' "o'el#

the "a0or role o the "ana-e"ent o the %lan#

So"e e$a"%les o such syste"s are?

'ata arehouses

enter%r!se resource %lann!n-

enter%r!se syste"s

e$%ert syste"s
http://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Transaction_processing_systemshttp://en.wikipedia.org/wiki/Management_information_systemshttp://en.wikipedia.org/wiki/Decision_support_systemshttp://en.wikipedia.org/wiki/Executive_information_systemshttp://en.wikipedia.org/wiki/Data_warehouseshttp://en.wikipedia.org/wiki/Enterprise_resource_planninghttp://en.wikipedia.org/wiki/Enterprise_systemshttp://en.wikipedia.org/wiki/Expert_systemshttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Transaction_processing_systemshttp://en.wikipedia.org/wiki/Management_information_systemshttp://en.wikipedia.org/wiki/Decision_support_systemshttp://en.wikipedia.org/wiki/Executive_information_systemshttp://en.wikipedia.org/wiki/Data_warehouseshttp://en.wikipedia.org/wiki/Enterprise_resource_planninghttp://en.wikipedia.org/wiki/Enterprise_systemshttp://en.wikipedia.org/wiki/Expert_systems


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-eo-ra%h!c !nor"at!on syste"

-loal !nor"at!on syste"

O!ce auto"at!on#

I;#)@'ti# s&st!@s %')!!) ='th'&s

Inor"at!on Syste"s ha*e a nu"er o '!erent areas o or1?

Inor"at!on syste"s strate-y

Inor"at!on syste"s "ana-e"ent

Inor"at!on syste"s 'e*elo%"ent

Inor"at!on syste"s

Inor"at!on syste"s !terat!on

Inor"at!on syste" or-an!3at!on

There are a !'e *ar!ety o career %aths !n the !nor"at!on syste"s '!sc!%l!ne# @+or1ers !th s%ec!al!3e'

techn!cal 1nole'-e an' stron- co""un!cat!ons s1!lls !ll ha*e the est %ros%ects# +or1ers !th

"ana-e"ent s1!lls an' an un'erstan'!n- o us!ness %ract!ces an' %r!nc!%les !ll ha*e e$cellent

o%%ortun!t!es as co"%an!es are !ncreas!n-ly loo1!n- to technolo-y to 'r!*e the!r re*enue#@

I;#)@'ti# s&st!@s (!!$#=@!t

Inor"at!on technolo-y 'e%art"ents !n lar-er or-an!3at!ons ten' to stron-ly !nluence !nor"at!on

technolo-y 'e*elo%"ent use an' a%%l!cat!on !n the or-an!3at!ons h!ch "ay e a us!ness or

cor%orat!on# A ser!es o "etho'olo-!es an' %rocesses can e use' !n or'er to 'e*elo% an' use an

!nor"at!on syste"# Many 'e*elo%ers ha*e turne' an' use' a "ore en-!neer!n- a%%roach such as the

Syste" :e*elo%"ent L!e Cycle(S:LC) h!ch !s a syste"at!c %roce'ure o 'e*elo%!n- an !nor"at!on

syste" throu-h sta-es that occur !n se,uence# An Inor"at!on syste" can e 'e*elo%e' !n house (!th!n

the or-an!3at!on) or outsource'# Th!s can e acco"%l!she' y outsourc!n- certa!n co"%onents or the

ent!re syste"#HA s%ec!!c case !s the -eo-ra%h!cal '!str!ut!on o the 'e*elo%"ent tea" (Oshor!n-

Gloal Inor"at!on Syste")#

A co"%uter ase' !nor"at!on syste" ollo!n- a 'e!n!t!on o Lan-eors !s?

a technolo-!cally !"%le"ente' "e'!u" or recor'!n- stor!n- an' '!sse"!nat!n- l!n-u!st!c

e$%ress!ons

As ell as or 'ra!n- conclus!ons ro" such e$%ress!ons#

Th!s can e or"ulate' as a -eneral!3e' !nor"at!on syste"s 'es!-n "athe"at!cal %ro-ra"#

Geo-ra%h!c Inor"at!on Syste"sLan' Inor"at!on syste"s an' :!saster Inor"at!on Syste"s are also

so"e o the e"er-!n- !nor"at!on syste"s ut they can e roa'ly cons!'ere' as S%at!al Inor"at!on

Syste"s# Syste" 'e*elo%"ent !s 'one !n sta-es h!ch !nclu'e?

.role" reco-n!t!on an' s%ec!!cat!on

Inor"at!on -ather!n-

=e,u!re"ents s%ec!!cat!on or the ne syste"
http://en.wikipedia.org/wiki/Geographic_information_systemhttp://en.wikipedia.org/wiki/Global_information_systemhttp://en.wikipedia.org/wiki/Office_automationhttp://en.wikipedia.org/wiki/System_Development_Life_Cyclehttp://en.wikipedia.org/wiki/Information_systems#cite_note-31http://en.wikipedia.org/wiki/Offshoringhttp://en.wikipedia.org/wiki/Global_Information_Systemhttp://en.wikipedia.org/wiki/B%C3%B6rje_Langeforshttp://en.wikipedia.org/wiki/Geographic_Information_Systemshttp://en.wikipedia.org/wiki/Geographic_information_systemhttp://en.wikipedia.org/wiki/Global_information_systemhttp://en.wikipedia.org/wiki/Office_automationhttp://en.wikipedia.org/wiki/System_Development_Life_Cyclehttp://en.wikipedia.org/wiki/Information_systems#cite_note-31http://en.wikipedia.org/wiki/Offshoringhttp://en.wikipedia.org/wiki/Global_Information_Systemhttp://en.wikipedia.org/wiki/B%C3%B6rje_Langeforshttp://en.wikipedia.org/wiki/Geographic_Information_Systems


13/46

Syste" 'es!-n

Syste" construct!on

Syste" !"%le"entat!on

=e*!e an' "a!ntenance#

I;#)@'ti# s&st!@s )!s!')%h

Inor"at!on syste"s research !s -enerally !nter'!sc!%l!nary concerne' !th the stu'y o the eects o

!nor"at!on syste"s on the eha*!or o !n'!*!'uals -rou%s an' or-an!3at!ons#


14/46

oul' e$%ect the" to 'o# Th!s "ay ren'er !nor"at!on syste"s research results '!!cult to un'erstan'

an' has le' to cr!t!c!s"#

To stu'y an !nor"at!on syste" !tsel rather than !ts eects !nor"at!on syste"s "o'els are use' such

as EAT.UT#The !nternat!onal o'y o Inor"at!on Syste"s researchers theAssoc!at!on or Inor"at!on

Syste"s (AIS) an' !ts Sen!or Scholars 5oru" Suco""!ttee on ournals %ro%ose' a 2as1et2 o

0ournals that the AIS 'ee"s as 2e$cellent2 an' no"!nate'? Mana-e"ent Inor"at!on Syste"s uarterly

(MIS) Inor"at!on Syste"s =esearch(IS=)ournal o the Assoc!at!on or Inor"at!on Syste"s(AIS)

ournal o Mana-e"ent Inor"at!on Syste"s(MIS) Euro%ean ournal o Inor"at!on Syste"s(EIS)

an' Inor"at!on Syste"s ournal (IS)#

A nu"er o annual !nor"at!on syste"s conerencesare run !n *ar!ous %arts o the orl' the "a0or!ty o

h!ch are %eer re*!ee'# The AIS '!rectly runs the Internat!onal Conerence on Inor"at!on Syste"s

(ICIS) an' theA"er!cas Conerence on Inor"at!on Syste"s(AMCIS) h!leAIS a!l!ate' conerences

!nclu'e the .ac!!c As!a Conerence on Inor"at!on Syste"s (.ACIS) Euro%ean Conerence on

Inor"at!on Syste"s (ECIS) the Me'!terranean Conerence on Inor"at!on Syste"s (MCIS) theInternat!onal Conerence on Inor"at!on =esources Mana-e"ent (Con4I=M) an' the +uhan

Internat!onal Conerence on E4Bus!ness (+

'!st!n-u!she' ro" other ty%es o 'ec!s!on !n three ays?

o M'*itu(!

Strate-!c 'ec!s!ons are !- 'ec!s!ons# They aect an ent!re or-an!3at!on or a lar-e %art o !t such as ahole '!*!s!on or a "a0or unct!on# An' they enta!l a s!-n!cant 'e-ree o !nteract!on !th the orl'

aroun' !tthe or-an!3at!onJs co"%et!tors su%%l!ers an' custo"ers#

o Ti@!-s%'$!

Strate-!c 'ec!s!ons set the '!rect!on or the or-an!3at!on o*er the "e'!u" to lon- ter"# But they !ll ha*e

a short4ter" !"%act as ellthe "e'!u" ter" "ay n!sh !n se*eral yearsJ t!"e ut !t starts at the en' o

th!s sentenceP +hat const!tutes "e'!u" or lon- ter" !ll 'e%en' on the or-an!3at!on an' the !n'ustr!es
http://en.wikipedia.org/wiki/EATPUThttp://en.wikipedia.org/wiki/Association_for_Information_Systemshttp://en.wikipedia.org/wiki/Association_for_Information_Systemshttp://en.wikipedia.org/wiki/Management_Information_Systems_Quarterlyhttp://en.wikipedia.org/wiki/Information_Systems_Researchhttp://en.wikipedia.org/wiki/Journal_of_the_Association_for_Information_Systemshttp://en.wikipedia.org/wiki/Journal_of_Management_Information_Systemshttp://en.wikipedia.org/wiki/European_Journal_of_Information_Systemshttp://en.wikipedia.org/wiki/Information_Systems_Journalhttp://en.wikipedia.org/wiki/Category:Information_systems_conferenceshttp://en.wikipedia.org/wiki/International_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/Americas_Conference_on_Information_Systemshttp://home.aisnet.org/displaycommon.cfm?an=1&subarticlenbr=34http://en.wikipedia.org/wiki/Pacific_Asia_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/European_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/European_Conference_on_Information_Systemshttp://ais.affiniscape.com/displaycommon.cfm?an=1&subarticlenbr=478http://en.wikipedia.org/wiki/Australasian_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/Australasian_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/EATPUThttp://en.wikipedia.org/wiki/Association_for_Information_Systemshttp://en.wikipedia.org/wiki/Association_for_Information_Systemshttp://en.wikipedia.org/wiki/Management_Information_Systems_Quarterlyhttp://en.wikipedia.org/wiki/Information_Systems_Researchhttp://en.wikipedia.org/wiki/Journal_of_the_Association_for_Information_Systemshttp://en.wikipedia.org/wiki/Journal_of_Management_Information_Systemshttp://en.wikipedia.org/wiki/European_Journal_of_Information_Systemshttp://en.wikipedia.org/wiki/Information_Systems_Journalhttp://en.wikipedia.org/wiki/Category:Information_systems_conferenceshttp://en.wikipedia.org/wiki/International_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/Americas_Conference_on_Information_Systemshttp://home.aisnet.org/displaycommon.cfm?an=1&subarticlenbr=34http://en.wikipedia.org/wiki/Pacific_Asia_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/European_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/European_Conference_on_Information_Systemshttp://ais.affiniscape.com/displaycommon.cfm?an=1&subarticlenbr=478http://en.wikipedia.org/wiki/Australasian_Conference_on_Information_Systemshttp://en.wikipedia.org/wiki/Australasian_Conference_on_Information_Systems


15/46

!n h!ch !t o%erates# In a ast4"o*!n- !n'ustry such as co"%uter sotare or consu"er -oo's 6K

"onths "ay e a lon- t!"e to th!n1 ahea'# In ca%!tal -oo's !n'ustr!es l!1e electr!c!ty -enerat!on or o!l

%ro'uct!on here ne ac!l!t!es ta1e se*eral years to %lan an' r!n- on strea" 67D68 years "ay e a

real!st!c t!"e hor!3on# It !s hel%ul to "easure t!"e4scales !n ter"s o %ro'uct l!e4cycles !th the short

ter" e!n- one %ro'uct l!e4cycle an' the "e'!u" ter" to# 5or "ost !n'ustr!es th!s -!*es a t!"e hor!3on

or the strate-!st o aroun' D8 years#

o C#@@it@!t

Strate-!c 'ec!s!ons !n*ol*e "a1!n- cho!ces an' co""!tt!n- resources !n ays that cannot e re*erse'

chea%ly or eas!ly# Th!s "ay "ean !n*est!n- lar-e a"ounts o "oney !n u!l'!n-s or h!-h4%role lon-4

ter" "ar1et!n- ca"%a!-ns or lar-e a"ounts o "ana-e"ent t!"e !n chan-!n- the ay an or-an!3at!on

o%erates#

It !s not alays easy to tell hat !s an' hat not a strate-!c 'ec!s!on !s# +hen a cloth!n- co"%any

launches a ne l!ne o cloth!n- as


16/46

A strate-y !s so"eth!n- thou-ht out !n a'*ance y a ch!e e$ecut!*e an' h!s or her to% "ana-e"ent

tea" an' %asse' 'on the or-an!3at!on or careully %lanne' !"%le"entat!on# Ater all the or'

Rstrate-yJ !s 'er!*e' ro" the Gree1 ter" strate-os "ean!n- a careully or"ulate' "!l!tary style %lan o

ca"%a!-n# :el!erate %lanne' or !ntent!onal strate-!es o th!s 1!n' occur !n or-an!3at!ons as ell# But

there has een !ncreas!n- reco-n!t!on that strate-!c '!rect!on o the hole or-an!3at!on can e sha%e' y

o%%ortun!st!c 'ec!s!ons that can ha%%en at any le*el !n the or-an!3at!on# These ha*e een ter"e'

e"er-ent strate-!es#

There are to s!-n!cant %role"s !th the 'el!erate%lanne' *!e o strate-y 'e*elo%"ent?

Not all the strate-!es that the to% tea" ants to ha%%en !ll ha%%en !n %ract!ce# .ro'ucts "ay not sell

ecause o chan-!n- custo"er tastes/ econo"!es "ay -o !nto recess!on/ an' %ol!t!cal en*!ron"ents

can chan-e su''enly#The strate-!es that are actually !"%le"ente' are oten not those that are 'e*elo%e' throu-h the

%lann!n- %rocesses#

An' so"et!"es the strate-!es that an or-an!3at!on a'o%ts are not hat !t oul' ha*e ante' to 'o !tsel

ut ha*e een orce' on !t# Strate-!es that are 'ec!'e' on !n a'*ance y the lea'ersh!% o the

or-an!3at!on are !nten'e' strate-!es# Those that are %ut !nto o%erat!on are (!$i

5or e$a"%le


17/46

As %#@='& *!ts

%#si(!)'ti# #; Ti@! h#)i# Di;;!)!t st)'t!*& @#(!s 's =!) (i;;!)!t ti@! h#)i# h'!

(is%uss!( i

Euro%e %art!cularly 'e*elo%e' !nto a "a0or strea" o research relat!n- to "!cro4strate-y an' strate-y as

%ract!ce# =esearchers ha*e !'ent!e' se*eral "o'es o strate-y4"a1!n- su""ar!3e' !n Tale# They also

oun' that e or-an!3at!ons ere loc1e' !nto a s!n-le ay o strate-!3!n-? !n "ost cases a nu"er o

"o'es ten'e' to o%erate !n %arallel#


18/46


19/46

Th! )'ti#'$ @#(!

.erha%s the "ost tra'!t!onal *!e on strate-y !s that o a rat!onal thou-ht4out %lanne' %rocess# Strate-!c

%lann!n- !n*ol*es a %rocess o analys!s the sett!n- o -oals an' tar-ets as a result an' the

"easure"ent o %eror"ance outco"es a-a!nst these# Analyt!cal tools "any o h!ch e shall co*er !n

th!s oo1 are use' to !'ent!y su!tale o%%ortun!t!es or %role" areas that nee' to e tac1le' lea'!n-

e*entually to a nal select!on o strate-y# Th!s style allos as "uch 'ata as %oss!le to e ta1en !nto

account hen 'e*!s!n- strate-y# The or-an!3at!onJs unct!onal an' -eo-ra%h!c un!ts !ll su"!t 'ata on

the!r sales costs ,ual!ty an' other !"%ortant as%ects o %eror"ance alon-s!'e the!r assess"ent o

en*!ron"ental con'!t!ons an' uture "ar1et %ros%ects# Central %lann!n- un!ts "ay a'' the!r on 'ata

aout 1ey "ar1ets an' so"et!"es consultants !ll e as1e' to -ather or collate the !nor"at!on#

There then ollos a %er!o' o conte"%lat!on '!scuss!on an' ne-ot!at!on eteen the tea" hose 0o

!t !s to r!te the %lan an' the o%erat!onal "ana-ers ho !ll e e$%ecte' to !"%le"ent !t# 5ollo!n- th!s

the ne %lan !ll e r!tten an' co""un!cate' to un!t "ana-ers#

These strate-!c %lans set out hat the or-an!3at!on !nten's to ach!e*e o*er ty%!cally a *e4year %er!o'#

They are oten an !"%ortant -u!'e to hat the sen!or "ana-e"ent el!e*e are the %r!or!t!es or the

or-an!3at!on an' act as an a!' to nanc!al %lann!n- an' u'-et!n- or lar-e4scale %ro0ects#

Althou-h %lann!n- %rocesses l!1e th!s are less ash!onale than !n the 6Q7s "any lar-e r"s or %ul!c

sector un!ts st!ll ha*e %lann!n- 'e%art"ents an' al"ost all or-an!3at!ons !ll ha*e so"e sort o strate-!c

or us!ness %lan that sets !n %lace hat they !nten' to 'o an' ho they !ll 'o !t# Many strate-y courses

an' te$too1s (!nclu'!n- th!s one e*en thou-h e th!n1 that %lann!n- !s not necessar!ly the "ost

!"%ortant ele"ent !n strate-!c "ana-e"ent) !"%l!c!tly or e$%l!c!tly acce%t the !"%ortance o %lann!n-techn!,ues#

Strate-!c %lans ha*e a role !n hel%!n- an or-an!3at!onJs "ana-ers to "a1e sense o hat !s ha%%en!n-

aroun' the" an' %lan or "a0or !te"s o e$%en'!ture ut they or1 est !n %re'!ctale stale

en*!ron"ents here th!n-s 'o not chan-e "uch ro" one year to the ne$t# They are oten too ul1y to e

use' as a -u!'e or "ana-ers !n the!r 'ay4to4'ay act!*!t!es an' eco"e out o 'ate as soon as there !s

any "a0or une$%ecte' 'e*elo%"ent !n the or-an!3at!on or !ts en*!ron"ent#

Th! %#@@'( @#(!Another tra'!t!onally !"%ortant *!e o strate-y the co""an' "o'e ocuses on the role o the lea'er or

to% "ana-e"ent tea"# The earl!est th!n1ers on strate-y too1 !t or -rante' that strate-y 'e*elo%"ent

as the %rero-at!*e o the ch!e e$ecut!*e ho oul' "a1e a 'ec!s!on that ha' een e*aluate' a-a!nst

alternat!*es !n a rat!onal "anner !ts outco"es assesse' 'on to the last 'eta!l# In other or's they

assu"e' strate-y4"a1!n- as a co"!nat!on o the co""an' "o'e an' the rat!onal "o'e e

'!scusse' !n the %re*!ous sect!on#


20/46

It !s natural to e$%ect to% "ana-ers to %lay a s!-n!cant role !n 'ec!'!n- at least hat the o*erall

!nten'e' strate-y ou-ht to e so that the co""an' "o'e !s l!1ely to eature !n "any or-an!3at!ons# But

research shos that !t !s not 0ust the ch!e e$ecut!*e an' the to% "ana-e"ent tea" ho sha%e strate-y

h!le "any to% "ana-ers s%en' *ery l!ttle t!"e th!n1!n- aout !t (less than 67 %er cent y one est!"ate)#

Much o sen!or "ana-ersJ t!"e !s 'e*ote' to other h!-h4%role tas1s l!1e co""un!cat!n- !ns!'e an'

outs!'e the or-an!3at!on an' sol*!n- o%erat!onal %role"s# An' not all lea'ers see !t as the!r role to

"a1e strate-y# So"e or e$a"%le el!e*e that ! they ocus on r!n-!n- the r!-ht %eo%le !nto the

or-an!3at!on or on ra"!n- the r!-ht 1!n's o rules an' *alues to hel% those %eo%le !n the!r 'ec!s!ons the

strate-y !ll essent!ally ta1e care o !tsel#

So the e$tent to h!ch the co""an' "o'e !nuences strate-!c 'ec!s!on4"a1!n- !ll 'e%en' u%on the

nature o the r" an' the %ersonal!ty o the lea'er# In a s"all or a youn- r" !t oul' e usual or the

oun'!n- entre%reneurs to e$ert a 'o"!nant !nuence on strate-y ut th!s ha%%ens !n lar-er r"s as ell#

In


21/46

o0ect!*e to h!ch all can as%!re# It also -!*es the" a clear reerence %o!nt or the!r 'ec!s!ons oth short

ter" an' lon- ter"# Th!s hel%s to a*o!' unnecessary costs that "!-ht ar!se ! o0ect!*es ere constantly

e!n- rene-ot!ate' or ! %ol!c!es on %ro'ucts ser*!ce le*els custo"ers an' "ar1ets ere cont!nually

e!n- altere'# Th!s "eans that or"al r!tten strate-!es eco"e less necessarythe or-an!3at!on

%ro-resses "ore or less s%ontaneously# An' the or-an!3at!onJs *alues !n res%ect o eth!cs an' soc!al

res%ons!!l!ty !ll stron-ly !nuence the e$tent to h!ch e"%loyees act !th honesty an' co"%ass!on

hen carry!n- out the!r or1 r!tten rules an' %roce'ures are not su!c!ent to ensure th!s#

Many r!ters su--est that a stron- sense o "!ss!on an' cor%orate %ur%ose !s !"%ortant or an

or-an!3at!onJs success#


22/46

Th!s "eans that strate-y4"a1!n- !n the -enerat!*e "o'e has a 'el!erate as ell as an e"er-ent

ele"ent# The 'el!erate %art !n*ol*es %utt!n- !n %lace an' nurtur!n- the a%%ro%r!ate cultural nor"s an'

the control an' rear' syste"s so that e"%loyees eel ale to %ursue %ro0ects on the!r on !n!t!at!*e an'

to ta1e r!s1s on the r"Js ehal !thout ear!n- %un!sh"ent ! those r!s1s 'o not %ay o# A nu"er o

authors !nclu'!n- To" .eters an' =oert +ater"an ha*e su--este' that th!s or" o strate-y4"a1!n- !s

!nherently su%er!or to others ecause o the 'e-ree o !nno*at!on that !t st!"ulates#

So"e theor!sts el!e*e that -!*en the r!-ht culture an' arch!tecture or-an!3at!ons can eco"e sel4

or-an!3!n- result!n- !n a constant o o !nno*at!*e 6 co"%et!t!*e "o*es h!le re'uc!n- the nee' or

costly "on!tor!n- an' control structures#


23/46

unchan-e' or lon- %er!o's h!le %oer hol'ers s,uale o*er the correct '!rect!on to ta1e#

5urther"ore the or-an!3at!on ten's to loo1 !nar's ocus!n- on !ts on !nternal rout!nes rather than the

outs!'e orl' so !t "ay lose touch !th !ts en*!ron"ent/ =eal4l!e A%%l!cat!on %ro*!'es an e$a"%le#

Et!)'$$& (!=!(!t @#(!

Outs!'e sta1ehol'ers such as -o*ern"ents or tra'es un!ons also re,uently ha*e a 'e-ree o %oer

o*er an or-an!3at!on# In the e$ternally 'e%en'ent "o'e o strate-y4"a1!n- th!s %oer !s e$erte'

result!n- !n the !"%ose' strate-!es e '!scusse' !n sect!on# It !s ,u!te co""only oun' alon-s!'e other

"o'es# Many %ul!c sector un!ts or or-an!3at!ons that rece!*e a %ro%ort!on o the!r !nco"e ro" %ul!c

sources such as the orchestra 'escr!e' !n =eal4l!e A%%l!cat!on are su0ect to the control o

-o*ern"ent a-enc!es# Co""erc!al or-an!3at!ons can also e l!"!te' !n hat they 'o or "ay e orce' to

'o th!n-s they oul' not other!se ha*e 'one# Br!t!sh A!rays !s constra!ne' y U an' Euro%ean

le-!slat!on an' y !nternat!onal treat!es that '!ctate to so"e e$tent here !t can y as ell as to hat

e$tent !t can collaorate !th other a!rl!nes#

The e$ternally 'e%en'ent "o'e eco"es %art!cularly not!ceale hen the or-an!3at!onJs en*!ron"ent !s

unstale or host!le re'uc!n- !ts sco%e or strate-!c "anoeu*re# Le-!slat!on on -reenhouse -as e"!ss!ons

has orce' so"e co"%an!es to restructure the!r "anuactur!n- %rocesses# E*en co"%et!tors can

so"et!"es !nuence "atters# Br!t!sh A!rays has ha' to res%on' to the lo4%r!ce strate-!es o Rno4r!llsJ

co"%et!tors such as =yana!r h!le Sony has nee'e' to n' a res%onse to co"%et!torsJ 'e*elo%"ents o

TVs !th LC: an' %las"a screens#

04 St)'t!*i% @''*!@!t is #t ' si*$! si@=$! '%ti#


24/46

5or the" the strate-!c 'ec!s!ons that they ta1e !ll e unct!onal ones# But or-an!3at!ons also o%erate as

us!nesses here all the unct!ons act to-ether to ach!e*e a %art!cular o0ect!*e# Such 'ec!s!ons relate

to the ty%es o custo"ers that are ser*e' or the -eo-ra%h!cal "ar1ets here the co"%anyJs %ro'ucts

are sol'# These are us!ness le*el strate-!c 'ec!s!ons# O*er t!"e us!nesses oten '!*ers!y !nto '!erent

areas/ %erha%s they 'e*elo% a ne ty%e o %ro'uct or "o*e !nto a nu"er o '!erent -eo-ra%h!cal

areas each o h!ch "ay ha*e the nee' or a sl!-htly '!erent ty%e o "ana-e"ent# So"et!"es these

us!nesses are relate' to one another so"et!"es they are not# So"et!"es they are se%arate le-al

ent!t!es so"et!"es not# But hen an or-an!3at!on has a ran-e o '!erent ty%es o us!ness !th!n !ts

%ortol!o !ts "ana-ers ha*e to ta1e 'ec!s!ons aout ho these us!nesses or1 to-ether an' ho "any

an' hat sort o us!nesses shoul' e !n !ts %ortol!o# These are cor%orate le*el strate-!c 'ec!s!ons#

Fu%ti#'$-$!!$ st)'t!*&

Each o an or-an!3at!onJs !n'!*!'ual unct!ons !ll ha*e !ts on unct!onal strate-y# 5or e$a"%le Br!t!sh

A!rays "!-ht ha*e a "ar1et!n- strate-y to !ncrease custo"er reco-n!t!on o !ts Clu +orl' ran' !ths%ec!!c tar-ets to e ach!e*e' o*er the ne$t to years or to !ncrease '!rect "a!l act!*!ty to certa!n

"ar1et se-"ents# A "a!ntenance strate-y "!-ht e to re'uce the re,uency o un%lanne' a!rcrat

rea1'ons a-a!n !th s%ec!!c tar-ets to e ach!e*e' !n a -!*en t!"e %er!o'#

Busi!ss-$!!$ st)'t!*&

A "o'ern a!rl!ne such as Br!t!sh A!rays has all the unct!ons outl!ne' !n Sect!on # an' "ore# The

cruc!al tas1 o !ts "ana-ers !s to 1n!t these '!s%arate -rou%s o s%ec!al!sts to-ether !nto a coherent hole

that 'el!*ers an all4roun' ser*!ce to !ts custo"ers# The %lanes "ust e rea'y to y at the sche'ule' t!"e!th "ot!*ate' hel%ul an' ell4tra!ne' sta on oar' ser*!n- %alatale oo' !n %lanes h!ch are as ull

as %oss!le o are4%ay!n- %assen-ers# A a!lure y any one unct!on hoe*er re"ote ro" the user can

lea' to %oor ser*!ce an' custo"er '!ssat!sact!on? or e$a"%le an IT a!lure can lea' to lon- chec14!n

,ueues# Th!s l!n1!n- to-ether o '!erent act!*!t!es to a'' *alue to users !s the essence o us!ness le*el

strate-y# Bus!ness4le*el strate-!es relate to?

o Choos!n- h!ch users an or-an!3at!on shoul' ser*e an' h!ch ser*!ces !t shoul' oer the"# They

"ay 'ec!'e to 'e*elo% s%ec!al!3e' out%uts so as to ocus on the nee's o a s"all -rou% or n!che o

custo"ers# Alternat!*ely they "ay o%t or less s%ec!al!3e' %ro'ucts that ser*e a lar-er "ass "ar1etho%!n- to -a!n econo"!es o scale# They "ay choose to '!erent!ate the!r %ro'ucts on the as!s o a

lo %r!ce relat!*e to co"%et!tors or to oer le*els o ser*!ce or eatures that co"%et!n- %ro'ucts 'o

not ha*e/o ota!n!n- !n%uts throu-h an eect!*e su%%ly cha!n an' then ut!l!3!n- the or-an!3at!onJs resources

!th!n a *alue cha!n that 'el!*ers those ser*!ces eect!*ely an' reasonaly e!c!ently/o :e*elo%!n- an arch!tecture that enales !nor"at!on to o !nto out o an' aroun' the or-an!3at!on

to allo the *alue cha!n to unct!on eect!*ely an' the or-an!3at!on to learn an' a'a%t# A su%%ly cha!n


25/46

!s the ay that the or-an!3at!on !s con-ure' to ota!n the !n%uts !t nee's at the %lace an' t!"e that !t

nee's the" to o%erate e!c!ently an' eect!*ely# 5or "any or-an!3at!ons th!s re,u!res close l!n1a-e

!th the *alue cha!n o 1ey su%%l!ers oten e$ten'!n- to the 'e*elo%"ent o co""on co"%uter

syste"s that e$chan-e !nor"at!on on the sales o s%ec!c %ro'ucts or ran-es# 5or !n'ustr!es such

as reta!l!n- or "anuactur!n- ota!n!n- su%%l!es ,u!c1ly an' rel!aly can e an !"%ortant source o

co"%et!t!*e a'*anta-e# Conte"%orary theory %laces a lot o e"%has!s on us!ness4le*el strate-!es

s!nce they 'eter"!ne ho ell an or-an!3at!on co"%etes !n !ts chosen "ar1ets (they are so"et!"es

reerre' to as co"%et!t!*e strate-!es)#

C#)=#)'t!-$!!$ st)'t!*&

Many or-an!3at!ons '!*ers!y the!r act!*!t!es as they -ro# They -ather a %ortol!o o "ore or less relate'

us!nesses# Sony starte' o as a s!n-le us!ness co"%any h!ch sol' r!ce "a1ers *olt"eters an'

other as!c electron!c %ro'ucts# It soon '!*ers!e' !nto !reless au'!o an' teleco""un!cat!ons

e,u!%"ent an' has s!nce stea'!ly !ncrease' !n s!3e an' sco%e# It no has *e "a!n us!ness areas(electron!cs -a"es "us!c %!ctures an' nanc!al ser*!ces) an' nu"erous su'!*!s!ons !n each o

these#

A r" !th a '!*erse %ortol!o o us!ness un!ts !s reerre' to as a cor%orat!on an' !t has an a''!t!onal

le*el o strate-!es that 'o not relate '!rectly to ser*!n- users !n !n'!*!'ual "ar1ets# These cor%orate4le*el

strate-!es the u%%er"ost le*el !n 5!-ure # relate "a!nly to estal!sh!n- a%%ro%r!ate arch!tectures

loo1!n- at h!ch us!nesses to enter an' e$!t an' "ana-!n- relat!onsh!%s eteen the"# Each o the

us!nesses "ay e a s!-n!cant concern !n !ts on r!-ht %ursu!n- !ts on us!ness4le*el strate-!es#


26/46

The conce%t o t actually has to ele"ents# The rst o these relates to t !th the en*!ron"ent#

:!erent en*!ron"ents ha*e '!erent character!st!cs? so"e or e$a"%le are aster chan-!n- than

others or "ore *ulnerale to -o*ern"ent !ntererence# A r"Js strate-y "ust e co"%at!le !th that

en*!ron"ent#


27/46

5or e$a"%le ! l!1e


28/46

ut unless !t !s lea'!n- to -oo' %eror"anceao*e all a -oo' return on ca%!tal e"%loye' then e!ther

t or '!st!nct!*eness !s lac1!n-#

Sust'i'


29/46

.ract!c!n- "ana-ers ace "any sources o uncerta!nty !n the!r strate-!c 'ec!s!ons# They are try!n- to

"a1e 'ec!s!ons that enale the!r or-an!3at!ons to co%e !th an uncerta!n en*!ron"ent an' the

un%re'!ctale react!ons o hu"an e!n-s !ns!'e the!r or-an!3at!on# An' they ha*e to ace the near

certa!nty that they !ll e ron- at least so"e o the t!"e# Successul or-an!3at!ons thereore nee'

so"e ay o a''ress!n- r!s1# There !s an !"%ortant '!erence eteen "ana-!n- r!s1 an' a*o!'!n- !t# In

the 6>7s se*eral r"s 'e*elo%e' cor%orate4le*el strate-!es that ere a!"e' at '!*ers!y!n- aay the!r

r!s1#

They 'el!erately ou-ht us!nesses that they thou-ht oul' -enerate h!-h %rots !n econo"!c

c!rcu"stances that oul' re'uce returns ro" the!r core us!nesses# Th!s strate-y as !nten'e' to let

the cor%orat!on -enerate stale h!-h returns ro" !ts %ortol!o# These r!s14a*o!'ance strate-!es ere

rarely successul# They ere ase' on earl!er strate-!c theor!es that ten'e' to o*erest!"ate the a!l!ty o

"ana-ers to a'' *alue to unrelate' us!nesses an' to un'erest!"ate the costs o '!*ers!cat!on# These

strate-!es also o*erloo1e' the econo"!c relat!onsh!% eteen r!s1 an' rear'y '!"!n!sh!n- the!re$%osure to r!s1 these r"s also re'uce' the %roa!l!ty o the!r "a1!n- e$ce%t!onally h!-h returns#

=!s1 "ana-e"ent strate-!es y contrast !n*ol*e ac,u!r!n- a 'eta!le' 1nole'-e o the r!s1s !n*ol*e' !n

a ran-e o us!nesses# Mana-ers then try to ensure that the r" has su!c!ent cash an' other resources

to re"a!n *!ale hen the en*!ron"ent !s una*ourale an' that !t can "a1e e$ce%t!onal %rots !n

a*orale c!rcu"stances# One actor that '!st!n-u!shes successul r!s1 "ana-e"ent ro" r!s1 a*o!'ance

!s "a1!n- the r!-ht strate-!c co""!t"ents# The Rr!-htJ le*el o strate-!c co""!t"ent an' the 'e-ree o

'!*ers!cat!on o r!s1 that !s a%%ro%r!ate !ll *ary across '!erent r"s !n '!erent !n'ustr!es# Strate-!c

'ec!s!ons !n*ol*e co""!t"ent !n the ollo!n- ays?

o They Rloc1 !nJ resources so that they cannot eas!ly e re'e%loye'# 5or e$a"%le hen r"s 'ec!'e to

launch a ne -enerat!on o %ro'ucts or !ntro'uce ne technolo-!es they !ll co""!t cash e$%ert!se

an' "ana-e"ent t!"e# They "ay nee' to u!l' ne s%ec!al!3e' research an' %ro'uct!on ac!l!t!es# I

the or!-!nal %ro'uct or technolo-y conce%t !s ron- then th!s t!"e an' "oney !s l!1ely to ha*e een

aste' (althou-h there "ay occas!onally e %rotale s%!n4os ro" the research act!*!ty) an'

another r" !ll ta1e the "ar1et# Th!s 1!n' o co""!t"ent can e seen !n !ts "ost e$tre"e or" !n

r"s l!1e Intel the "!cro%rocessor "anuacturer or Boe!n- the a!rcrat "a1er# In oth cases the!n*est"ent re,u!re' or a ne -enerat!on o %ro'ucts !s so lar-e that a %ro'uct a!lure "!-ht an1ru%t

the r"yet ! they 'o not "a1e the !n*est"ent/ r!*als are l!1ely to e"er-e to threaten the!r %os!t!on#o They Rloc1 outJ alternat!*e o%%ortun!t!es# A 'ec!s!on not to 'o so"eth!n-to %ull ac1 ro" an

!n*est"ent or to e$!t ro" an !n'ustry!s as strate-!c as a 'ec!s!on to -o ahea'# 5or e$a"%le

auto"o!le r"s that ha' not entere' the Ch!nese "ar1et y 6Q 1ne that they oul' not e ale

to 'o so or the oreseeale uture# The Ch!nese -o*ern"ent ha' alrea'y announce' that no ne

entrants oul' e %er"!tte' ater that t!"e an' Ch!nese culture ten's to a*our %eo%le an'


30/46

or-an!3at!ons that are %re%are' to u!l' relat!onsh!%s o*er a lon- %er!o'# Althou-h Ch!na re%resents a

*ast %otent!al "ar1et or cars r"s are n'!n- !t '!!cult to o%erate there at %resent# It !s ,u!te

%oss!le that a 'ec!s!on to stay out o the "ar1et there !s correctut !t !s certa!n that !t !s

!rre*ocale#o They co""!t resources to chan-!n- the or-an!3at!on# Th!s "ay !n*ol*e cash s%ent on tra!n!n- an'

consultancy "ana-e"ent t!"e s%ent 'e*elo%!n- an' !"%le"ent!n- chan-e %ro-ra""es an'

sta1!n- the or-an!3at!onJs re%utat!on !th custo"ers an' e"%loyees on -ett!n- the chan-e r!-ht# I

the chan-e a!ls the cash an' t!"e !ll ha*e een aste' an' the r"Js re%utat!on 'a"a-e'#


31/46

that !t as oten %oss!le to ha*e oth h!-hly rel!ale %ro'uct!on %rocesses an' lo %ro'uct!on costs# The

sa*!n-s ro" not ha*!n- to n' an' rect!y aulty out%ut "ore than %a!' or any e$tra costs assoc!ate'

!th the neer "anuactur!n- %roce'ures# S!"!larly so"e authors no el!e*e that the tra'e4o

'escr!e' !n Tale # eteen -loal o%erat!ons an' local cultural sens!t!*!ty !s s!"!larly a alse one

that !t !s %oss!le or Rtransnat!onalJ cor%orat!ons to -et the est o oth orl's#

H# st)'t!*i!s *# )#*

Althou-h so"et!"es "ana-ers can eha*e !n ays that lea' to the 'e"!se o the!r r" or the loss o

the!r on 0os th!s !s not co""on an' al"ost all o the %re*!ous '!scuss!on !n th!s cha%ter has

cons!'ere' strate-!c %rocesses that are !nten'e' to e enec!al or the or-an!3at!on an' !ts "a!n

sta1ehol'ers# Unortunately they 'o not alays en' u% that ay !n %ract!ce# In th!s nal sect!on e

cons!'er ho ell4!ntent!one' strate-!es can so"et!"es -o ron-/ ho -oo' !ntent!ons can lea' to

co"%et!t!*e '!sa'*anta-e an' ho strate-!es h!ch once ere a source o cons!'erale stren-th to a

r" can lea' to !ts 'ecl!ne an' e*en 'eath#

An or-an!3at!on can e cons!'ere' to e the outco"e o %re*!ous strate-!es that ha*e %ro*e' successul#

5uture strate-!es are selecte' at least !n %art ecause o?

o the or-an!3at!onJs culture h!ch has 'e*elo%e' o*er t!"e an' eco"e !ncreas!n-ly ho"o-eneous/

o the or-an!3at!onJs cons!'erale !n*est"ent o t!"e an' resources !n learn!n- ho to 'o so"e th!n-s

*ery ell/o the or-an!3at!onJs !nor"at!on an' -ather!n- syste"s h!ch are ocuse' on s%ec!c %re*!ously

!"%ortant en*!ron"ental eatures/

o The or-an!3at!onJs e$!st!n- sta1e4 an' %oer4hol'ers ho are l!1ely to ant to reta!n the!r status ,uo#

The !nter%lay eteen these *ar!ous actors "eans that or-an!3at!onsJ strate-!es so"et!"es eco"e

!na%%ro%r!ate to the!r en*!ron"ent ! !t chan-es# +e !ll no loo1 at so"e o the ays !n h!ch th!s

can ha%%en#

O)*'i'ti#'$ i!)ti'

One !"%ortant reason hy strate-!es can -o ron- concerns the s!3e an' syste"at!3at!on o "any

or-an!3at!ons# O*er t!"e they 'e*elo% structures an' syste"s h!ch are !nt!"ately !ntert!ne' !th other

syste"s an' structures# 5or e$a"%le or-an!3at!ons oten ha*e %rocesses or assess!n- "onthly

%eror"ance -ures# These are 'e%en'ent on other syste"s that -ather ra 'ata (%erha%s ro"

custo"ersJ on co"%uter syste"s) an' %ass these to those res%ons!le or 'o!n- the calculat!ons#

These %eror"ance -ures are then entere' !nto a syste" that e*entually collates all tel*e "onthsJ

-ures an' %uts th!s !nor"at!on !nto an annual re%ort# Th!s !s 0ust one relat!*ely s!"%le an' easy to

un'erstan' e$a"%le# Other or-an!3at!onal syste"s can e "uch "ore co"%le$# But e*en th!s stra!-ht

orar' e$a"%le !llustrates ho each %art o these syste"s !s %art o a cha!n o 'e%en'enc!es that "ay


32/46

e ,u!te har' to rea1 or restructure !thout "a0or '!sru%t!on or cost# The reco-n!t!on that !t !s e$tre"ely

har' to "o*e lar-e or-an!3at!ons ar ro" the %ath that they are alrea'y on has le' to so"e theor!sts

,uest!on!n- hether or-an!3at!ons can chan-e at all# I they cannot they !ll only sur*!*e ! they ha%%en

y chance to e su!te' to the!r en*!ron"ent# The clear %arallels !th the :ar!n!an theory aout the

sur*!*al o s%ec!es le' so"e researchers to stu'y %atterns !n the !rth an' 'eath o or-an!3at!ons !n the

sa"e ay that !olo-!sts stu'y %atterns !n %o%ulat!ons o %lants an' an!"als# These r!ters notaly

M!chael #9) "eans that the 'ec!s!ons they ta1e are

alays l!"!te' y the!r a!l!ty to %erce!*e the o%t!ons that are a*a!lale# Ine*!taly thereore so"e o the

est strate-!c o%t!ons are not cons!'ere'# +orse than th!s so"et!"es e*en o%t!ons that oul' enale a

r" to sur*!*e are not not!ce' or are !-nore' e*en thou-h collea-ues "ay "a1e strenuous eorts to

r!n- these to the attent!on o the 'ec!s!on4"a1er (see +hat Can Go +ron- #6)#St)'t!*i% ()i;t

The %rocess y h!ch a co"%anyJs strate-!es eco"e !ncreas!n-ly '!stance' ro" the nee's o !ts

custo"ers or the en*!ron"ent !n h!ch !t o%erates !s calle' strate-!c 'r!t or strate-!c sl!%#

Strate-!c 'r!t ha%%ens -ra'ually or three reasons# 5!rst an or-an!3at!onJs ho"o-eneous *alues an'

el!e syste" shut out R'e*!antJ strate-!es h!ch are re0ecte' as e!n- Rnot hat the or-an!3at!on 'oesJ#

These 'e*!ant strate-!es hoe*er "ay e those h!ch oul' allo the or-an!3at!on to a'0ust to !ts

custo"ersJ chan-!n- nee's or see1 out ne custo"ers#Secon' "ana-ers are constra!ne' !n the!r react!ons to chan-es they %erce!*e !n the!r en*!ron"ent y

the!r on l!"!te' e$%ectat!ons o hat chan-e shoul' e# Th!r' e$!st!n- %oer hol'ers !th!n the

or-an!3at!on are l!1ely to re0ect no*el strate-!c su--est!ons s!nce any chan-es !n*ol*e' "!-ht un'er"!ne

the!r on %oer %os!t!ons#

So"e chan-es "ay e !"%le"ente' an' !"%ro*e %eror"ance to so"e e$tent thus 'elu'!n- the

co"%anyJs "ana-ers that they are "ana-!n- chan-e eect!*ely# O*er t!"e hoe*er the r"Js nanc!al

%eror"ance eco"es !ncreas!n-ly ea1 an' !t eco"es a%%arent that so"eth!n- ra'!cal nee's to e

'one# So"et!"es the necessary chan-e !s ach!e*e' throu-h the ta1eo*er o the r" Occas!onallye$!st!n- "ana-ers can the"sel*es r!n- aout th!s chan-e as they real!3e the ser!ousness o the!r

%os!t!on#


33/46

technolo-y or-an!3at!ons ha*e een oun' to %rocee' throu-h a %rocess o t!"e4%ace' e*olut!on a or"

o cont!nuous %ro'uct an' or-an!3at!onal 'e*elo%"ent h!ch results !n re-ular ut ,u!te ra'!cal strate-!c

lea%s#

C#@=!t!%& t)'=s %#)! )i*i(iti!s '( th! I%')us =')'(#

Another '!st!n-u!she' aca'e"!c ho has r!tten on the a%%arent !ne*!ta!l!ty o strate-!c 'ecl!ne an' the

!ncreas!n- !na%%ro%r!ateness o strate-!c 'ec!s!ons o*er t!"e !s :anny M!ller# sta1e y .har"a Ca%!tal

has !ts -roth strate-y#


34/46

The la !th a re*enue o =s# Q8 crores !s a"on- to% three .atholo-!cal las !n In'!a !th Atlant!c (=s# QQ

crores) an' .ac!!c (=s# 88 crores)# et !ts "ar1et share !s only o =s# 877 crores "ar1et# The to%

!r"s co""an' only > as a-a!nst 97498 y the!r counter%arts !n the USA#

There are aout 7777 to 677777 stan' alone las en-a-e' !n rout!ne %atholo-!cal us!ness !n In'!a

!th no syste" o "an'atory l!cens!n- an' re-!strat!on# That !s hy :r# Su1u"ar has not -one or

ac,u!s!t!on or 0o!nt *entures# s!$ las ha*e een accre'!te' nat!onally hereon "any lar-e hos%!tals ha*e not thou-ht o accre'!tat!on/

The Colle-e o A"er!can %atholo-!stsJ accre'!tat!on o :eyJs la oul' hel% !t to reach cl!ents outs!'e

In'!a#

In :eyJs La the !o4che"!stry an' loo' test!n- e,u!%"ents are san!t!3e' e*ery 'ay# The ar co'!n-

an' auto"ate' re-!strat!on o %at!ents 'o not allo any !'ent!ty "!$4u%s# E*en rout!ne tests are

con'ucte' !th h!-hly so%h!st!cate' syste"s# Techn!cal e$%ert!se enales the" to carry out 6>87 *ar!ety

o tests# Sa"e 'ay re%orts are a*a!lale or sa"%les reach!n- y %#"# an' y Q a#"# ne$t 'ay or

sa"%les ro" 877 collect!on centers locate' across the country# The!r techn!c!ans or1 roun' the cloc1unl!1e co"%et!tors# '%hi!!(? 15

9h't (# u u(!)st'(


35/46

+!thout a *!s!on o here e oul' l!1e to e e can cont!nue h!1!n- *ar!ous tra!ls throu-h l!e cl!"!n-

"ounta!n ater "ounta!n only to '!sco*er each t!"e that eJ*e arr!*e' so"ehere e really 'onJt ant

to e#

Noth!n- as e*er create' !thout a *!s!on# It -u!'es us -!*es us '!rect!on an' %ur%ose an' can ser*e

as a %oerul "ot!*ator or those aroun' us an' oursel*es#

In or'er to truly -u!'e an' "ot!*ate a *!s!on "ust?

6# Be al!-ne' !th the core *alues o oth the !n'!*!'uals an' the us!ness#

# Be eect!*ely co""un!cate' to an' acce%te' y e*eryone !n*ol*e' !n the us!ness#

The "ore %rec!se an' 'eta!le' you can e !n r!t!n- a 'escr!%t!on o your *!s!on o the uture the eas!er !t

!ll e to co""un!cate !t to others an' -a!n the!r co""!t"ent to !t an' the "ore l!1ely you !ll e to

ach!e*e !t# Be!n- ale to art!culate a clear *!s!on o the uture !s essent!al ! you e$%ect e"%loyees an'

ser*!ce consultants to hel% you -et there# Success co"es throu-h r!n-!n- aoar' %eo%le as

%artners e"%loyees or consultants !th core *alues that !t ell !th the us!ness an' ho

un'erstan' an' acce%t the us!ness "!ss!on an' *!s!on as "atch!n- closely !th the!r on#

:e*elo%!n- *!s!ons an' "!ss!ons that are truly share' ta1es t!"e eort ener-y an' co""!t"ent# ou

canJt e$%ect that 0ust ecause you 'e*elo% "!ss!on an' *!s!on state"ents rea' the" at a sta "eet!n-

an' e*en han' the" out !n %r!nte' or" that e*eryone !ll !""e'!ately acce%t an' or1 toar' ach!e*!n-

the"# ou nee' to al1 the tal1 an' e totally co""!tte' to the" yoursel !rst an' then '!scuss the"

!th your e"%loyees an' consultants at least e!-ht or ten t!"es eore they !ll el!e*e youJre really

ser!ous an' e-!n to !nternal!3e these state"ents#

9h't is th! (i;;!)!%!

V!s!on state"ent co"es !rst M!ss!on state"ent co"es ne$t


36/46

9 V!s!on state"ent !s l!1e a Short ter" -oal M!ss!on state"ent !s l!1e a lon- ter" -oal

8 V!s!on !s here the co"%any shoul' -o

ro" here D !n ter"s o *olu"es %ro'uct

"ar1ets etc# th!s !s also lon- ter" ut

%erha%s a shorter ter" than the "!ss!on#

M!ss!on !s hat the us!ness e$!sts or D the roa'

%ur%ose o the us!ness hat the %ro"oters create'

the co"%any or or hat the current %eo%le !n char-e

o the aa!rs D BO: an' sharehol'ers th!n1 o !t# 5or

e$a"%le hat roa' consu"er nee's the co"%any

shoul' e ser*!n- !n the lon- run# The t!"e ra"ehere !s the lon-est#

> *!s!on !s a state"ent o

so"e 'es!re' uture state (as an

e$a"%le M!crosot2s *!s!on as a

co"%uter on e*ery 'es1 an' !n e*ery

ho"e)#

The "!ss!on state"ent (h!ch

or!-!nates !th the "!l!tary) shoul' e !nor"at!onal# It

shoul'

tal1 aout hat you 'o ho you 'el!*er !t an' ho

your cl!ents are#

Q alays start !th *alues####h!ch then

'r!*e the *!s!on

an' then the "!ss!on

K V!s!on as so"eth!n- you ant to ach!e*e

or create# It2s a ay o !"%le"ent!n- !n

the orl' that you are an' ant to e

(your "!ss!on)#

I th!n1 M!ss!on co"es eore V!s!on# I l!1e Ste%hen

Co*ey2s a%%roach to M!ss!on State"ents !n h!s oo1

5!rst Th!n-s 5!rst# An' ro" h!s a%%roach a M!ss!on

State"ent !s a state"ent o ho you are an' ant to

e 44 hether as an !n'!*!'ual or a co"%any# It !s a

state"ent o your core *alues that -u!'e you ho

you see your %ur%ose or e!n- 44 as a hu"an e!n-

or an or-an!3at!on#

V!s!on tal1s aout the uture as%!rat!on M!ss!on states our reasons or e$!stence as anor-n!asat!on or %ur%ose#

67 V!s!on co"es !rst# V!s!on !s a "ental

%!cture o hat I ant to -et or see# Th!s

coul' %erta!n to anyth!n- !n l!e "oney

%ro%erty health %roess!on soc!ety etc#

asolutely anyth!n- you can th!n1 o#

V!s!on !s a Conce%t# V!s!on !s an I'ea#

M!ss!on !s the ay you -o aout ach!e*!n- hat you

ant to -et or see# (V!s!on#) M!ss!on !s the Act!on

.lan the Ga"e .lan the Metho'olo-y#

66 V!s!on lon- ter" -oal l!1e e#-# ater

6747 years here you !ll e or hat !tthe ult!"ate result you ant# e#-# *!s!on

o In'!a or 67 years !s? to eco"e a

'e*elo%e' country

M!ss!on !s ho you reach there to ach!e*e your *!s!on#

"!ss!on !ll e ? -et e'-e !n technolo-y a-r!culturean' e'ucat!on

6 V!s!on !s the *!s!le hor!3on %oer o

see!n- the uture to ach!e*e

Or-an!3at!on2s uture %lan to 'ec!'e

M!ss!on !s to acco"%l!sh the *!s!on !th a t!"e ra"e#


37/46

hat to ach!e*e !th an Act!on4.lan#

6 A *!s!on !s a real!st!c cre'!le attract!*e

an' !ns%!r!n- uture *!e or your

or-an!3at!on/ A co"%ell!n- 'rea" as

clearly state' challen-!n- an'

"ean!n-ul

An act!on or!ente' state"ent o an or-an!3at!onJs

reason or e!n-# The o*erall %ur%ose o the

or-an!3at!on an' hy !t !s !n us!ness# Says hat e

'o ho e ser*e an' here#

69 V!s!on? !ts hat or-an!3at!on a!"s or

ho%e to reach an' !t shoul' e

challen-e or the" an' so"e t!"e

lea'ers !n or-an!3at!on ho set the

*!s!on also !t short sentence 8 to Q

or's# V!s!on co"es !rst#

M!ss!on? sentence 'escr!e hat !s the or-an!3at!on

an' there

act!*!t!es an' hose there custo"er hat they

%ro'uce or the"

68 V!s!on !s @+


38/46

V!s!on !s !rst hen !ts !terate' (re'uce') to M!ss!on#

6K V!s!on !s a roa' an' an !ns%!r!n-

state"ent o hat the or-an!3at!on

!nten's to eco"e !n the uture# It !s

usually the as%!rat!on or the 'rea"s o

an entre%reneur oun'ercha!r"an an'

!s lar-ely e$%resse' !n co"%et!t!*eter"s thou-h !thout clearly s%ec!y!n-

the "eans to ach!e*e those as%!rat!ons#

In other or's *!s!on !s the a!l!ty to

oresee the uture#

An' a "!ss!on state"ent !s the reason or the

e$!stence o the or-an!3at!on# In other or's a

"!ss!on state"ent ansers @hat the co"%any

stan's or;@# It enl!sts *ar!ous o0ect!*es h!ch

su--est the reasons or the e$!stence o the !r"

es!'es outl!n!n- *ar!ous ays throu-h h!ch theor-an!3at!on coul' e ale to actual!3e !ts *!s!on an'

"o*e toar' atta!n"ent o a susta!nale co"%et!t!*e

a'*anta-e#

6 2V!s!on2? +here an !n'!*!'ual or

or-an!3at!on ant to e !n uture#

2M!ss!on2? The strate-y act!on to ach!e*e the *!s!on y

an !n'!*!'ual or-an!3at!on#

M!ss!on !s oten an act!on or -rou% o !n'!*!'uals that are or"e' !th the !ntent o act!on# V!s!on hoe*er

!n at least one sense !s a conce%tual th!n- s!"!lar to the !'eal o a real th!n-# These to oth ha*e %lace

an' oten ha*e %lace to-ether !n the real!3at!on o -oal#

M!ss!on can reer to a -rou% o !n'!*!'uals the act that a -rou% or !n'!*!'ual !s to carry out or to the

act!ons !n*ol*e' !n the co"%let!on# In -eneral these -rou%s or or-an!3at!ons !t one or to class!!cat!ons#

A"on- the "ore co""on !s the -rou% that enters !nto a ore!-n area# The other !s a -rou% that !s

stat!onary an' -enerally these are rel!-!ous outreach to a co""un!ty !n nee'# The as!c conce%t !s

s!"!lar the outreach/ hether throu-h enter!n- a ore!-n lan' or a se%arate' ract!on o a co""un!ty#

M!ss!on can also reer to the s%ec!!c act that !s to e carr!e' out as !n the case o a "!ss!on state"ent#

The %art!cular act!ons !n*ol*e' !n co"%let!on o the "!ss!on state"ent "ay also e reerre' to as

"!ss!ons# Generally these !ll e clearly 'e!ne' an' "any "!ss!ons "ay e !n*ol*e' !n the

acco"%l!sh"ent o an o*erall -oal# There are "ult!%le 'e!n!t!ons o "!ss!on that arenJt relate' to these

conce%ts#

V!s!on -enerally reers to a conce%t# The !'ea that an !n'!*!'ual hol's as the ult!"ate -oal !s that

!n'!*!'ualJs *!s!on# So"e *!s!ons "ay e "ore or less clear# V!s!ons "ay also chan-e 'ur!n- the course

o eorts toar' a *!s!on ut 'ue to the!r conce%tual nature they are not necessar!ly real!st!c an'

thereore "ay not chan-e# The real!ty o a -rou% o or-an!3at!on "ay see" to "ean'er or 'e%art ro"

the *!s!on as a result o th!s# These are not the only 'e!n!t!ons o *!s!on so"e are rather "e'!cal or

!olo-!cal !n nature an' "ostly unrelate'#


39/46

9h't isi# D) Su7u@') h'( 't th! ti@! #; ih!)it'%! #; D!&s L'


40/46

.ro*!'e %ost-ra'uate tra!n!n- to the %atholo-!sts y Ne Me-a las h!ch can '!rectly h!re

talente' & tra!ne' %ost -ra'uate %atholo-!sts !nto h!s cha!n us!ness#

(3) A%uisiti#:

Ac,u!s!t!on o .lat!nu" la !n Mu"a!#

Inus!on o =s#K Crores or a > sta1e y .har"a Ca%!tal

(4) E='si#:

In 68? Only 6 :eyJs La !n :elh!#

T!ll 77? 9 las !n the Nat!onal Ca%!tal =e-!on (NC=)#

In 77? Q las across the country#

.resently ? 6 las

Ne$t 4 years? L!1ely to -o to 87 las

F#$$#i* ')! th! @'i 7!& ;!'tu)!s %#t)i

H'i* t!%h#$#*& #;


41/46

1 u'$it& #; s!)i%!:

S!$ las ha*e een accre'!te' nat!onally

All las ha*e %ro%er l!cense an' re-!strat!on !th local -o*t# author!ty

The !o4che"!stry an' loo' test!n- e,u!%"ents are san!t!3e' e*ery 'ay#

2 Uiu!!ss T!%h#$#*i%'$:

The ar co'!n- an' auto"ate' re-!strat!on o %at!ent 'one to a*o!' "!$4u%s o !'ent!ty#

Techn!cal e$%ert!se to carry out 6>87 *ar!ety o tests

, ui%7 s!)i%!s:

Sa"e 'ay re%orts are a*a!lale or sa"%l!n- reach!n- y %#"#

877 collect!on centers across the country or sa"%le collect!on !tJs re%ort on ne$t 'ay o

sa"%le collect!on#

4 Di;;!)!ti'ti# '%%)!(it'ti#:

Techn!c!ans or1 roun' the cloc1 unl!1e co"%et!tors#

S!$ las ha*e een accre'!te' nat!onally

The colle-e o A"er!can %atholo-!stJs accre'!tat!on o :eyJs la#

=out!ne tests are con'ucte' !th h!-hly so%h!st!cate' syste"s#

5 T)&i* t# t#= #th!) s!*@!ts:

Ne "e-a la are e!n- u!lt to encash %recl!n!cal an' "ult!4center cl!n!cal tr!als !th!n In'!a

Ne "e-a la %ro*!'e %ost-ra'uate tra!n!n- to the %atholo-!sts#

M'i $'


42/46

1 St)'t!*i!s


43/46


44/46

As =!) @& #=ii# ;#$$#i* %#u$(

or %resent %ro'ucts or ser*!ces !n %resent "ar1ets throu-h -reater "ar1et!n- eorts#

As alrea'y :r# Su1u"ar ha*!n- 877 collect!on centers across the country h!ch !n'!cates the a*a!la!l!ty

o %ro%er cha!ns or h!s laoratory %atholo-!cal analys!s ser*!ce# By a'o%t!n- ollo!n- e$%ans!on

strate-y *!a hu an' s%o1e "o'el he can !ncrease "ar1et share#

Hu< '( S=#7! M#(!$

:!erent a%%roaches ha*e !nclu'e' e$%ans!on *!a hu an' s%o1e "o'els (one reerence la 4 "any

collect!on centers) ... !n!t!at!*es I.Os an' rece!*!n- un'!n- ro" %r!*ate e,u!t!es#

M#(!$ (!s%)i=ti#:


45/46

# Satell!te las ee' reerence las an' oer a l!"!te' test "enu# These can e e!ther one' or

ranch!se'#

# Collect!on centers are locate' !n hos%!tals nurs!n- ho"es %atholo-y las 'octorsJ cl!n!cs etc#


46/46

, A hu*! uuti$i!( %'='%it&?It also !n'!cates sa"e that :r# Su1u"ar nee' to ut!l!3e' these y strate-!c all!ance !th others h!ch

ult!"ately lea's to !ncrease !n -roth#

4 N# J#it !tu)!s it# ! ')!'s:As :r# Su1u"arJs La "eet!n- ,ual!ty stan'ar' alon- !th accre'!te' nat!onally# By a'o%t!n-

ac,u!r!n- "er-er!n- local la across country he can !"%ro*e the stan'ar' o those las#

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Business Policy and Strategy_Assignment -1.doc