Microsoft is bought " period authority "

Chen Xiaoping

"Not, I won't be done weller than Suo Ni, absolutely. Absolutely..

Lei Na of Michael Er · (the advisory adviser that Michael Raynor) is De Qin company, what write in its " strategic paradox " in, he is detailed and analytic the case that Suo Ni Betamax and MiniDisc fail twice, however, should ask about " chair by you suppose, may do weller? " Lei Na's reply is blunt.

Look in Lei Na, popularize Betamax and MiniDisc, the strategy that Suo Ni pursues has successful woof, "Clear strategy wishs scene, adamantine acceptance -- include to produce what product, gift its what kind of idiosyncratic, the sale gives what kind of customer, the product with the most high grade production or the cheapest product -- and huge natural resourc dog stairs best buy dvd discovery best buy es supports " , the likelihood of exclusive misfortune is little portion luck.

For instanc dvd discovery e MiniDisc player is born from 1993, suo Ni is tremendous to this technology and investment of relevant record company, the hope borrows this by " listen " the times enters smooth dish period, however, the development that replaces sexual technique ever since is Suo Ni however only then expect do not, the occurrence of Internet and file try-before-you-buy software and apply jointly, the progress of technology of hard disk driver, still have be based on show the MP3 player development that put, your MP3 player and malic IPOD " digital portable dog stairs for car player " a new force suddenly rises, push the market share that held MiniDisc quickly.

In the past teach say, most strategy should be built go up in specific to future belief, make choice of the strategy, the enterprise is about to be carried out absorbedly, "However, the market is such forecast hard, if forecast a fault at first, although do,was opposite, still be destined to be able to fail " . Thunder accept say. In other words, if direction was not chosen,be opposite, acceptance the more sturdy, resource is abounded the more, go more likely black all the way, confront complete failure. Uptodate firm commitment and the uncertainty that did not come conflict each other, form thunder accept title to indicate " strategic paradox " .

Should how look upon a few make classic case because of firm commitment, for instance the small Thoms Watson of IBM gamble, march computer domain, or does henry · Ford introduce automation line clingingly auto industry? "I had studied IBM, IBM still paid close attention to other spheres at the same time at that time; Old Ford times, actually a lot of people are doing identical business, but majority closed down, see Ford survived to come down only. " Lei Na is responded to, not little to going similar successful case, he thinks to exist " the bias of survival " -- the high income of the simple strategy company that investigator sees survival only, did not see the company of similar strategy topples group by group however. And look in Lei Na, the success of survival, it is luck merely sometimes. For instance, 20 centuries 70 time, feng Tian's a new force suddenly rises needs to be attributed to oil crisis, if industry leader general motors dog crates large dogs wants to forecast competitive change, not should with a view to is potential competitor, want to study politics of fringe of middle east ground however!

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So, with respect to company high level character, how ought to solve " strategic paradox " ? Of Lei Na solving is, have government of division of labor to acceptance and strategic uncertainty, "High-level controller should pay close attention to the management of strategic uncertainty, rock-bottom controller is in charge of short-term program, with a view to fulfils the commitment that already made " .

High-level controller should not pay close attention to short-term result too much, this belief platitude, but in thunder accept eye, a lot of CEO are unidentified still in. "A lot of already the short-term uncertainty with significant with a view to of some risk management practice, if supply chain, company reputation is waited a moment, ignored wrong strategy to give commitment however brought risk and answer measure " , lei Na thinks, "Any is forced that often intervene current the CEO of financial standing has enough energy unlikelily to pay close attention to the strategy " .

More distinctive is, lei Na thinks the part of CEO locates is not to make the strategy the choice is affirmatory perhaps, and should side overweight is built " strategic period counterpoises " , how does means basis solve key uncertainty to foster seek the capacity that replaces the strategy effectively. "In did not come 10 years or the company inside 20 years can grow what position, forecast the result accurately impossibly, accordingly, investment activity should mirror this kind of unpredictability, try a gender and the exploration of immediately meet an emergency is burgeoning the target that the market, technology and commercial pattern should become firm controller gain to weichi. " thunder accept say.

The middle-level grade of the company, the leader layer that runs a department namely will be in charge of trying to choose in the strategic option of top layer establish, since this one pace, the choice that makes emulative strategy begins to form, become only of certain key assume when be being proved to be a mistake, controller just considers the risk that the tactic of a choice occurs. Pass crucial to rushing factor, the risk of uncertainty is able to control. Then, the function controller of lower layer class need not worry about strategic uncertainty too much, endeavor to cash acceptance is OK.

"Strategic purpose is not to decide how its gain a success, no matter how future develops,ensure however, the certain essential factor of the company is in a likelihood to score a success from beginning to end locally. " Lei Na admonishs. In the book, he is used " strategic period counterpoises " the best selling dog crates large the concept sees form afresh of Microsoft multinomial buy act.

20 centuries 90 time metaphase, internet is arisen and the market basis that technology, medium and telegraphic polymerization may weaken Microsoft, TV and mobile telephone also make the growth opportunity with interactive new content stage by stage. To the most popular selling dog stairs answer prospective uncertainty, 1994 - during 2005, microsoft is mixed in telegraphic, medium technical domain everywhere chip in, undertook 200 multinomial buy and invest an activity. For instance, investment makes an appointment with 4 billion dollar to develop and roll out Xbox gam dog stairs e console; Be aimed at a mobile telephone, PDA and other intelligence equipment are designed, the design developed window CE operating system; Reach its to MSNBC the investment that accessary website MSNBC.com is as high as 220 million dollar, the online business that transforms MSN to the other service such as search, news, email is comprised is wrapped; Invest 5 billion dollar at AT&T/MediaOne of cable television provider, explore a television to carry a box on the head to regard another kind of new service as the likelihood of platform.

The net income that Microsoft depends on one billion four hundred and ten million and sixty-five thousand four hundred and eight dollars and the hundreds cash of 100 million flows, invest these business, "What be equivalent to buying a material benefit only is strategical safe " , more what is more,the rather that, in core business all growth opportunities get developing later, just meet to these project bankroll. Lei Na thinks, a variety of logic that buy deed are not Microsoft coherent and consistent, oppugn " want to become ' platform ' desire is very clear, but use what device, through what method, him Microsoft cannot decide. " however, cleverer than what Er · builds Ci lie not to make commitment at him, created the investment combination that an objective period counterpoises however, no matter concern how is uncertainty solved, can succeed to obtain ready-made.

Perhaps, lei Na about " strategic paradox " with " strategic period authority " the language that can use more unripe activation undertakes generalizing -- the person calculates calculate as the day, make preparation of good two tactics. To this, de Qin management seeks advice from big China area to be in charge of copartner to apply also can have the same feeling oneself, "We help a client make the strategy, past is to use 6 months, and now (mere) 3 months, the circumstance may change. Entrepreneur makes the strategy cannot blindly by subjective volition, seek ideal status, one's own wishful thinking, need two tactics to prepare very much actually, admittedly sightless wind makes helm, turn too fast, but also cannot too hold to. But a most popular selling dog crates large lso cannot too hold to..