The enterprise strategic management new concept: effective advantage is the kingly way

Enterprise do strategic management, often use three famous concept: the key success factors, competitive advantage and core competitive power. But three strategy and what is the relationship? Many people are not clear. In fact, the three concepts are limited.

Strategic management have two main analysis ways: one is from the outside in the industrial structure analysis and analysis of competitors, 2 it is by inside and the resources standard enterprise concept. Among them, the key success factors corresponding industry structure, and competitive advantage the corresponding rivals, both of which is the first kind of way from analysis. And the core competitiveness of the enterprise's own corresponding resources, power attribute, belongs to the second way from analysis.

Too general "key success factors"

The key success factors is to point to an industry, those that have the most impact on enterprise in the market success factors. Through the analysis of the influence factors find potter five competitive forces, to find out the key factor, that is the key success factors. Then according to the enterprise the key success factors of have the status and degree of matching strategy for analysis, that the enterprise to a particular key success factors of strategic choice: keep the lead, and strengthen the development, maintain development or reduce investment, etc.

The starting point of the key success factors of the industry in the definition. In the traditional business model, the enterprise in the face of the customers and the product is a single, and the judge also relatively easy. But many innovative business model is a cross-industry, at this time the want delimit the enterprise industry is great difficulties. Such as apple's iPod and iTunes is as a player hardware, digital music or online shop? No matter which kind of division is difficult to reach a consensus. Besides these business so intertwined, a symbiotic, not one plus one equals two so simple.

Even more of a single customer and product, the key success factors as the determination of surface so simple. For example, for electrical home appliances manufacturers is concerned, its key success factors there must be the channel resources. But in fact, the channel resources can be divided into electrical appliances chain stores, retail stores, electronic business channel, TV shopping channels, etc. The different channels of the resource capacity to far, not a key success factors can summarized.

In addition, even if the division is clear, all competitors in the industry to pursue the same key success factors, will only lead to key success factors of the price rises, product prices to fall, most of the competitors can only get social average profit, or zero economic profits (minus the opportunity cost accounting profit). Therefore, the key success factors eventually lead to is perfect competition or monopolistic competition, to seek lasting absolute dominant position for the enterprise market is unattractive.

In a circular arguments "competitive advantage"

Competitive advantage refers to can make the enterprise competition to provide better than the difference of the value of the symmetry or not. If the key success factors in the same industry, industry emphasized "common" factors of words, so competitive advantage is more stress on "difference" and "asymmetric". That "you have me have, you have my best". This kind of competition advantage can come from static resources, also can come from dynamic ability. Static resources can be enterprise own, for example, Microsoft in PC operating system, relative Linux character, having more ordinary users the size of the market, also can be through the partners and the government of the gain of stakeholders. For example, a few years ago China mobile than China telecom is concerned, has the Chinese government issued 2 G wireless communication operators licence. Dynamic capabilities including technical know-how, research and development ability, to the customer's understanding, innovation and transformation of the ability. For example, Intel in relative to AMD and the rapid development of the power to make its can continuously introduce higher speed, more computing power and lower cost of CPU resources.

But competitive advantage is still born out of industry and industry analysis, so there is a similar problem: how to define the industry in which the firm and industry? How to define the enterprise competition? Due to competition advantage stressed differentiation, can make the same industry different enterprise have positive economic profit, the key success factors and different. The reason behind the difference is, the key success factors are mainly applied in the perfect competition or monopolistic competition market, many competitors, rival behavior doesn't directly influence on the enterprise; And competitive advantage is mainly in the category of application oligarchs market, strong rivals only several, analysis the behavior of the competition to be more important, more to be thinking about how to realize the differentiation.

But the concept of competitive advantage is suspected of circular arguments. See a resource capacity have competitive advantage, to see whether it can provide better value. But not before in practice, how to tell it to better provide value? If want to wait until after the practice to the judge, but at the moment, argue it is competitive advantage and the significance?

Funny "core competencies"

The concept of core competence was made by the enterprise strategic management experts C.K. Oprah's something DE and G. Hamel asked in 1990, mainly shows that the enterprise internal have value, the scarce, not imitate, not replace, organized resources and ability. For example, dell for enterprise users PC direct selling series of resources will meet the requirements of the core competitive power. Including dell's timely purchasing system, the assembly manufacturing system, satisfy personalized needs phone and Internet marketing platform and online customer service support system, etc. The four system has value, the scarce, difficult to imitate, difficult to replace, and one integrated mass, formed the core competitiveness of the dell.

However, at the same time satisfy the five standard resources are hard to find. Have a lot of resources from not satisfied split alone scarce, not imitate, irreplaceable conditions, together they provide huge competitive advantage. So to explain: is the combination of the whole resource capacity to meet all five standards, causes the enterprise to get more than competitors strong market position, prompting form "how to say are right" circular arguments.

In addition, because of the core competitiveness of the standard is extremely high, some standard and difficult to define clear, therefore resource capacity and enterprise performance relations are mystification. Successful, means that you have the core competition ability; Failure is says that you have no core competitive ability, the guiding significance of enterprise Co., LTD. More important, the core competitiveness don't value business model, this brings up a question: in the concept of core competence of the so-called "organized"??? What??? Industry? Business model? Organizational structure? Business process? Don't know. The organization to blur and mystification is "core competencies" concept respected reason, but also its difficult to really the crux of the application.

Starting from the business model of "key resources"

Business is stakeholder trading structure, key resources is an important deal structure support behind resources and ability. Say simply, the key resource capacity refers to: support trade structure was established, the enterprise "need" have the resources and ability.

Here need to emphasize two points: first, the key resources ability is relative to the business model character, so different industry enterprise may need to have the same resources combination, as long as their business model is the same. And for the same industry for the enterprise, business model if different, need resources combination also different. So, is the enterprise business models rather than the industry in the enterprise to need to have decided the resource capacity. Second, the concept of emphasis make trade structure was established, the enterprise "need" have the resources ability, so is a priori judgement and not the judgment of the event. For example, in establishing a retail chain enterprise before, it can be concluded that it needs to have the resources, and then to look for these resources have the ability of stakeholders, seek cooperation, thus forming the whole transaction structure configuration. Request a enterprise have above all resources are unrealistic, even if all have, in a enterprise internal is not economic. Therefore, can actually have the resources by looking for the ability of stakeholders, formed a complete trading structure, this is the business model.

If the enterprise selected the business model, needed resources skills can be prejudged, press diagram suo ji to find partners but also feasible, and therefore, the key resources can be identified, can design, for the enterprise to have more of the guide.

New concept: "effective advantage"

So, what exactly have characteristics of the resource capacity to have advantage? The key success factors and competitive advantage limitations, core competence is too broad, and that the three different extent make the circular arguments, posterior logic mistakes, has been all is difficult to have substantial guiding significance to the enterprise. Key resources focusing on business model, prior to the enterprise to "need" have the resource capacity proposed the guiding opinions, clear, can be identified, can design. Therefore, the key resources of the concept of the enterprise itself and the ability of resource ability level, we put forward "effective advantage" concept.

"Effective advantage" refers to the kind of resources: the level of more than the average market level, at the same time and the enterprise business models that trade structure fit high (such as table 1).

Table 1 for effective the concept of advantage, have three key: first, whether to have advantage, to see specific trade structure and decide. To some extent, in addition to "effective advantage", the rest of the three kinds of resource capacity to dissipation cost and because can't create value, so is "disadvantage". For example, xerox r&d center of research and development ability strong, but not because of technology innovation into business model innovation, let the value of technology dissipation. This is "invalid advantage", and eventually become disadvantages instead. Conversely, p&g internal product development innovation ability is not necessarily the strongest, but through the "creative supermarket" was a great success. Was "innovation" belongs to the key p&g disadvantage, but through the appropriate trade structure design, become effective advantage.

Second, the shortage of resources (key disadvantages) and excess (invalid advantage), to see specific trade structure and decide. Each round business model change means resources the new configuration. The transformation from manufacturing services, the original capacity may from less than into superfluous, and the original service team may be from surplus become insufficient.

Third, the shortage of resources and excess, to look at specific stakeholders concerned. As A resource capacity, in the enterprise is A surplus, but to enterprise B may be insufficient, there is the possibility of trading. Therefore, strengthening and maintain effective advantage, the key weaknesses, invalid advantage, has nothing to do with resources by the reconstruction of the trade structure, transaction or transformation into effective seek advantages, is the enterprise sustainable advantage in an effective way.

In the apple learned the eight management experience

SaQin · agger wal-mart (Sachin Agarwal) is now the CEO of Posterous, he worked in apple for 6 years, and learn a lot of valuable experience.

Apple is a company set the enthusiastic fan and the hatred in a company. But undoubtedly, it was a great success, and all the way up the standard.

As we said earlier, it's success, in part because the company really is just beginning stage--in the huge as an engineer for absolute core, emphasize the minimum level of bureaucracy, and concerned about the staff of the enterprise culture.

SaQin · agger office during the wal-mart engineer, learned many apple's management style. In the beginning construct simple blog platform, before he has six years in apple work experience.

"I enjoy working there · · · choose to leave, for me is an unusually difficult decision," he said.

1. Science and technology company should be leading by the engineer and is by no means a manager.

The wal-mart agger told us, apple is completely by the engineer to completely dominant. "They don't have a lot of product management," he said, "most of the project team is a very small, but it is by the engineer to control."

The most important is, 'said agger most managers itself is an engineer. "And is not a product or MBA,", that is, management project people understand technology, know that it is necessary to project what, what really relevant.

2. The manager and employee is established between respect culture.

Agger 'said, because most of the manager has a strong engineering background, "product managers and write the code, and not too many boundaries between". "Both between is mutual respect"

"My manager in the promotion to manager, before apple did 10 years of engineer... It makes me want to work harder to make an impression." Agger 'said.

The respect of the enterprise culture, and small and closely linked the project team, the mystery of success is apple a key reason.

3. Give sufficient employee freedom and independence to improve products.

In apple, if the employee is use the product, found a puzzling problem, they solve free, and not through the layers of bureaucracy is approved.

All projects are driven by long-term goals, 'said agger, but the best thing is from the engineers.

4. With challenges makes people grow up.

Managers will pass to exceed the wal-mart agger ability outside of the difficult task to challenge him. "But I learned," he said.

And stand in the point of view of the managers in the beginning of employment within six months, he set out to manage the project.

Apple is very good at developing its employees, and provide what they need the technology and to grow with the company, he said.

5. The deadline is critical.

Apple required to the deadline absolute execution, and never delay, agger 'said.

"As for the quality, I learned the one is, won't send out a not" apple quality products ", even if sometimes, but not cut down the timely comes out again, "he said.

"Especially in beginning stage · · · has been construction, but can't put into production and construction again," he added, "but at this moment, it is good and to observe and emphasize date."

6. Don't play with opponents "characteristics/function" competition

"Apple not agree to their products' game play 'characteristics,"' said agger, because the company focus on their own products on the target, and not take it with competitors, and thinking about in the same level beyond them.

The mission is "deeply rooted in the enterprise culture of", he added. Employees don't focus on the opponents in to do--they were driven innovations, and take out can challenge the operation mode of the products.

7. Hire people who your products with strong passion.

According to the wal-mart agger said, "in the apple of work is the really, really, really want to on the apple's people"

"I · · ·, is also an apple fan, this does not matter, is not a bad thing!" He said. "I will redouble efforts to work for the company, because my life is to believe in it."

Passion is in the process of hiring a key factors-managers are looking for is really to the company, it's the product, the integral style and mission have passion.

Agger this brings to mind the wal-mart Posterous: "we are looking for a everyone said," we love this product, this is we want to work place. "

8. Emphasize work and life of the importance of balance.

The wal-mart agger tell us, apple's is to emphasize that work and life balance. "You work hard at the same time, but they will let you enjoy the free time," he said.

From the perfect health care to Christmas and the Thanksgiving holiday generous holiday, 'said agger, people like to the employees of the company to provide work environment. "Apple certain-their motto is we love work here, we work hard, but once all the has known, finish, you should go to enjoy life"

9. Not only should be in the beginning maintenance enterprise culture, more should be in it become a big company (extra a experience).

As we said earlier, because a strong beginning, apple has always maintained a success.

From within the project without bureaucracy to engineer as the core of the culture, and to emphasize enthusiasm and loyalty of workers, the big company is still keep the original enterprise culture.

Culture is its towards a key to success. And it's a very appropriate for work place is not surprising.

Ten most popular single vocational high ranking

1. The consulting company

Consulting company which are engaged in research and development, and sell soft science "wisdom" of the company, and said that the "consultants". This kind of the company belongs to a commercial company, receive the intent of the prospect and requirement, use special knowledge and experience, with the mental work provide specific services.

Consulting company is to help enterprises and entrepreneurs, through solving management and management problems, to identify and seize the new opportunity, strengthen the learning and implementing reform to realize the goal of enterprise of a kind of independent, professional consulting services.

2. Accounting firm

Single reason: more women that men less, work overtime is the norm.

Accounting is the main unit of measurement for money, to increase economic efficiency as the main target, use special methods of enterprise, organs, institutions and other organizations play economic activities comprehensive, integrated, continuous, accounting and the supervision system, to provide accounting information, and along with the social economy development, gradually open forecast, decision-making, control and analysis of an economic management activity, is that the economy is an important part of the management activities.

Accountants in accordance with state provisions of the financial system, serious and strict enforcement of financial plan, budget, observe the income system, cost and expense standard range, distinguish capital channel, reasonable use fund, complete financial guarantee shall be handed over to the task.

3. Public relations, advertising company

Single reason: to know a lot of people, but the work to other relations little relationship.

Public relations is a organization to reach a specific goal, in between the internal and external organization staff between organization, to build up a good relationship between the science. It is a conscious management activities. In the organization of a kind of good public relations to set up, it needs a good public relations activities to the implementation of the planning and implementation of.

But now in the society popular with a wrong idea, mistook pr understood as "a public relations girl" or something. This is a great benefit to the public relations this science and art in the development of our country, the comprehensive study at public relations, sets up the correct public relations consciousness.

4. Law firm

Single reason: the attorney for the rigorous career has been romantic index was sentenced to very low, female lawyers will more let men fear a few minutes.

Lawyer (lawyer, solicitor, attorney) is different from the ancient encourages, shape division. Refer to legally acquired a lawyer's practice certificate, accept the authorization or designated for the parties to provide legal services to the practicing personnel.

According to the nature of work division, the lawyer can be divided into full-time lawyers and part-time lawyer, according to the scope of business division, the lawyer can be divided into civil law, criminal law and administrative law, according to the service object and the work identity, divided into social lawyers, corporate lawyer and office lawyer.

5. Designer clothing

Single reason: good clothing designer forever in "innovation and" condition, is difficult to keep long-term relationship between the old passion.

Fashion designer is to point to to the clothing lines, color, color, texture, light, space, artistic expression and structure of the model.

To be a fashion designer is not an easy thing, not only need a certain talent, and more need to understand learning method and work hard work, can we have learned something.

6. Makeup girl, modelling division

Single reason: woman piles of place, as time passes without feeling. Women don't think this industry and man too more feminine.

With the development of society, the artistic adaptation, life artistic trend has become increasingly evident, people in the pursuit of perceptual the beauty while also much attention to form, individual character beauty and intellectual beauty unification; On the other hand, the diversity of make-up should be very obvious use, make up no longer limited to performing arts category, has extended to the commercial photography, the sports show, advertising, the film and television production, stage, music making, Chinese and foreign GePaiPian, model fashion, clothing accessories, journal of publishing, cosmetic products image speak, public image consultant, star of private makeup girl in the field.

In the 21 st century, makeup girl has become the emerging, fashionable general profession (type of work).

7. The IT industry, network company

Single reason: staff are all too young.

Network company originally refers to provide network service of Internet content providers ICP company, provide Internet access ISP company, providing content managed IDC providers and wireless access, network game, network video, network of service and school and so on engineering companies, such as China netcom and telecommunications network service, they provide network integration, the line erect, all kinds of network services.

And now the meaning of stretched, become as long as we are dealing with network of that network company, now generally refers to do website construction and network promotion company. For example: tecent company, sohu, sina companies, big companies, netease company, baidu company, Tom company and so on.

8. Reporter, editor

Single reason: contact with many things, loftiness, small tolerance.

Media engaged in information collection and news reports of the people who work are usually called Reporter (Journalist or Reporter); Reporter belong to a career.

An interview, media information collection and collecting way, usually by journalists and be for information object face-to-face.

9. Acting just yet

Single reason: too many choices, not start. A are deliberately to remain single, is in order to support the audience.

In drama, the drama refers to the use art to the literature of the script character image creation became a stage character image performer.

Actor generally have deep life basis and skilled performance skills. In the creation of the style, can generally be points ecru actor and character actor two kinds. But no matter which kind of actors, in art creation must have all their creative personality and creation style.

10. Athletes

Single reason: to distinguish the gender of the team, often the behind closed doors training, circle is too small.

Today's athletes a word, originated in ancient Greece, "naked" means. From ancient Greek sculpture, we can also see athletes are naked.

This can be traced back to the ancient Olympic Games, it is required to participate in competition athlete must wear skins clothes, but in a game, a young player with a lion skin suddenly fall off, he immediately naked. But he ignored these, continue to adhere to the game and beat all opponents, and take the title.

MBA concern: high efficient management time become the master of time

Attitude decides the value of time

At the lecture, Mr. Wang with a video, elaborated on to you the key to time management does not lie in technology, but in recognition of the value of this. He said that in the workplace society now people need to keep a state, need more of how to efficient management time have a clear understanding.

Later, Mr. Wang is the basic knowledge of time management are discussed briefly in this paper. He thinks, focus on the completion goals, that is the definition of time management. Set with clear, valuable target, time management will be more meaningful. Mr. Wang also points out that the life and the time is in the life most precious two big assets, both are necessary. The display enthusiasm, warm attitude and promote efficiency, it is time to management of three elements, everyone should pay attention to the strategy in the same time, more care about executive power; The results of the attention in the same time, more care about process; In the discovery of problems at the same time, more opportunity to gather; In the implementation of the division of labor at the same time, more insist on cooperation, like this can produce efficiency.

Efficient time management creates

In talking about how to carry out the effective time management problems, Mr. Wang classified into the important, low important, emergency, low emergency four classes, and that in order to manage, plan, with reduced and elimination of four different ways to deal with the corresponding four categories. Also, for the different important events of the urgency of different time distribution is highly efficient work time distribution.

He also to the common ten big time trap make induction, and how to use direct type, type, such as type excuse euphemism three ways to say "no", how to make the best use of the "quiet time", in the absence of goals to change the priorities, how to develop good habits, self motivation, it puts forward some feasible solutions.

Finally, Mr. Wang again with a paragraph of text video, for the presence of the classmates expounds the pattern is the future of a workplace into a correct attitude, and points out that, technology and ideas should be everyone in the future that enters duty field must be considered in the two problems. Activities finally, Mr. Wang encouraged students to keep a confident, and so we have charm, influential, and to "think what others dare not to think of, listen to other people didn't want to listen to, do what others do not want to do, see what nobody else could see" create a more brilliant idea pattern of future.

EMBA required: the board of directors of the ruling in marketing

Marketing control right

Enterprise leadership to marketers have any idea? The CEO of enterprise is in you and the Marketing Department enough attention? Many marketers are trying to prove his worth the board of directors of the enterprise, but people still seems there's a question: marketing activities of enterprise business development exactly how much of a role?

Much of the marketing personnel think the marketing personnel are facing a pile of data at a loss, or they were surprised to stare big eyes and looked at the marketing personnel failed to really understand investment income, it will be a lot of money into social media.

One who has worked in many enterprises of the corporate executive said: "in recent years, a marketer got lost. After long ago recession and budget crunch, the image of the marketers no longer so tall, its action was questioned."

Other business people think, the enterprise marketing not as badly as mainly depends on a large sum of money on advertising, now of the marketing activities pay attention to understand the target population, and more effective to use the digital media, and allow the marketing activities more influential. They think that, in the enterprise marketing activities, marketers will not able to creative marketing methods and enterprise business bottom line very well together.

A enterprise by one of the members of the board of directors said: "older marketing personnel and marketing agencies are now trying to get better investment returns, they use of digital channels, the way is experience marketing and sponsorship activities. Marketing team should be creative and return on investment together."

To this and another view: "they must fully understand the digital channel, because they are now really haven't to do the job."

A don't wish to be named, managing director of the famous brand, customers already in the digital revolution "in the right of master, which may cause damage to the enterprise Marketing Department. He said: "the digital revolution on marketing activities has had a huge impact and marketers are in the digital revolution of the decision-making power loss danger. But in the customer experience many of marketing innovation is very has the technology of sex drive. If talked about the development of the enterprise, control of not Marketing Department say, but IT team or digital team."

If let other departments in control the consumer insight, so Marketing Department in the enterprise will face the danger of losing position, the director general manager said: "Marketing Department if want to keep his status, must ensure they can play a guiding role for innovation activities, to understand the idea of consumers."

Attention should be paid to the enterprise business department work, don't ignore their influence to the customer, therefore, marketers and technical personnel communication must be, not their own separate to take action. "Everyone wants to have some exclusive in his own things, but if the IT department and sales department can't close cooperation, so in the cooperation process both sides will show a rejection, the work's development is very bad." The director general manager said, "this requires marketers must know very well the IT team functions."

There are other evidence, the IT department and sales department in digital communication strategy by who controls differences. Accenture (Accenture Interactive) published in 2010 by a survey report shows that the members of the board of directors think digital marketing strategy is by the IT department and Marketing Department to control, this is obviously lose touch with reality phenomenon.

Accenture survey 600 chief marketing officer and chief information officer, then found, 58% of the chief information officer says he is enterprise digital marketing activities exploits. However, only 19% of the chief marketing officer for the chief information officer said positive status, in contrast, 70% of the chief marketing officer thinks he is a business enterprise of digital marketing dominates.

For accenture marketing analyst Michael s aston villa (Michael Svilar) is concerned, chief information officer and chief marketing officer can become enterprise digital marketing leader, but they will quickly, the flexibility to work hand in hand. He said: "the decision more with real-time, so people must remember that let business strategy is more flexibility, not just make a year after that let people plan implementation, this kind of practice is relatively more sluggish."

Marketers if not learn how to through the technology to spread the information, so their work will diminish, s villa warned: "the key to the problem is how to use data, not to spend 3 months time to analyze data and conclusions, and then not below. This requires marketers should have a different attitude, and the need to see more of the technical knowledge, for marketing work has not limited to understand the market. Because marketers can not very well understand the technology, so more should pay great attention to the team."

IT experts and marketers are usually in efforts to foster a beneficial to both sides working relationship, but because the marketing team can't and other department is very good for business communication, and so could be to other department brought some difficulty.

Lack of business consciousness

For Marketing Department and another indictment, a financial service enterprise of the Marketing Department director said, Marketing Department is not able to know very well the consumer insight into how useful commercial information, can't let enterprise benefit. Most of the indicators to measure customer brand is "satisfaction", but the Marketing Department director said, sometimes, Marketing Department lack of business sense, don't know how to use the data from the survey, cannot the data analysis conclusion and practice.

"When the enterprise is in the most horrible market environment, Marketing Department will usually draw a lot of" customer satisfaction "chart and collect a bunch of data, but then but have not carry out the corresponding action." The director said, "but the chart, the X and Y function only function, we don't see some and into the marketing practice analysis conclusion, if can in these aspects, improvements made so we can prove a job whether a visualization earnings. Enterprise"

Obviously, the visualization of earnings means that must have additional sales. And because the recession before, the enterprise will return on investment as a priority. Therefore, it is in the Marketing Department, the financial department and purchasing department will be more involved in the marketing work.

The director said, since the recession, enterprise emerge in the new board of directors role, such as the chief risk officer, therefore, marketing director seems less important. He said: "the board of directors have only then a few directors, and in the present market climate is concerned, the risk control officer will have mastered the enterprise right."

To this point, consulting services Teletext Holidays's marketing director marc cloth Ross Abraham (Mark Bloxham) agrees. He thinks that the financial department will now be more involved in the marketing activity, this approach can help establish customer relationships. He said: "this recession has let consumers are very cautious, in this situation, the Marketing Department can use past the understanding of the market and brand trust and customers to establish relations."

And the financial department work together, can let marketing staff know larger financial expenditure project to help generate what benefit, at the same time also can more closely around the target market development marketing activities.

· SiLaiDu resort (Marcus Leyden) before the supermarket chain anfield somerset who (Somerfield) of the purchasing department, is now consulting institutions Bright sourcing of the governor's, he said, marketers should be more careful thought how to better with less money to do more.

"The real challenge is, whether they can use less than 70% of the budget spending finished the sales task. But many people do not take the time to make market survey, better understand the market, finally can't win better investment return."

This is the purchasing department help marketing reputation place. For SiLaiDu speaking, marketers have been used to line before purchasing activities, but now they must XiGuanXian on purchase way, and online purchase way is in the procurement department under the supervision of. He explained: "with marketers offline purchasing activities are more '(', I think that marketers can buy his way through online for win credibility."

Marketing Department and finance department and purchasing department of cooperation between the more closely, Peter Williams (Peter Williams) as a fashion department store Selfridges before the chief executive and chief financial officer, he said, marketing team can and financial team to cooperate more harmonious, but now all of the marketers must know the budget for enterprises in every department of with what benefits.

Williams is now online fashion retailers ASOS non-executive about that no budget benefit consciousness of the marketing activities, he said: "for many years, I and all kinds of dealt and marketers, including a people think that budget in marketing strategy is insignificant problem, he says: don't worry, it can always solve."

The budget of the careless attitude to consider sometimes may cause friction between departments appear. Starr, director of human resources before David Smith (David Smith) admit, marketing budget is sometimes a let a person produce envy feeling topic. He said: "marketing director usually can be seen as a board of directors's richest person, because people think he controlled a lot of money."

For all the business department of the enterprise concerned, budget allocation for becoming increasingly important. And the difficulty is that marketers get the final called marketing budget money, however it seems to have Marketing Department and other departments are separated.

If Marketing Department to close down, not with other business department hand in hand to cooperate, this kind of practice is to build customer relationship, one of famous brand of a standing director so review said. Marketing Department must try to protect the interests of its clients and should, therefore, are more focused play its role the gatekeeper. But he warned: "Marketing Department facing lose 'business department for the risk of'. Therefore, in addition to protect their clients and should strive to achieve enterprise total goal."

London, dean of school of business: leadership can measure

To put in to the time standing in the right place this "good luck", and successful leadership to distinguish, just as we need to put in the wrong time standing in the wrong position "bad luck", and failure to distinguish the leadership.

Evan Andrew lake mann (Andrew Likierman)

Julius Caesar · (Julius Caesar) is a successful leader? Genghis khan? Simone polly anwar (Simon Bolivar)? Napoleon Bonaparte (Napoleon Bonaparte)? The answer is obvious-each of them the illustrious meritorious military service. Although napoleon was eventually defeated, but can say he is a failure? After all, defeat before in Waterloo, he played so much of the battle, and he in politics and the law for comprehensive reform France nearly 200 years of management system to lay the solid foundation.

Then look to politicians. You think of Bill Clinton (Bill Clinton) is a successful leader? George Bush, George w. Bush)? Tony Blair (Tony Blair)? Vladimir Putin (Vladimir Putin?) ? This is a more controversial topic. Some people in the heart may early controversial, and some people might say, now judges are premature. The history of the bush and Blair to judge may be in the next 20 years in Iraq depends on the situation.

Finally turned to look in the business world. Business leaders success or not, usually to wait until after death can be fatal, despite a few exceptions, such as Bill Gates (Bill Gates), the southwest airlines of the Herb keller Hector (Herb Kelleher) and Jack Welch (Jack Welch). The conditions used in Henry Ford (Henry Ford) and Alfred Sloan (Alfred p. Sloan) body, nature is a problem. But for now the CEO, it is equipped stores, the fight is not yet over will jump to conclusions especially dangerous-bear stearns and north stone bank in the face before the credit crisis, has been highly successful leaders to receive admiration.

How to test the success of the leadership degree? Lists a bunch of successful leaders have characteristics is not enough. Must understand what measure success leadership will meet, and how to overcome them.

Prepare step 1:

The measure of agreement

Whether do you also like Warren this nice (Warren Bennis) that it is very difficult to define leadership, but when you face a good leader and to recognize when? If so, your trouble is, when talking about what is successful leadership, the definition of success for leadership between different into the danger of misunderstanding.

The danger is there, all kinds of leadership definition on the proof of that. Senior reporter, the management in one hundred, "the author of Stewart g reina (Stuart Crainer) summarized nine kinds of important leadership theory: the great man theory, characteristics, power and influence the theory, the theory of socialist theory behavior, contingency situation theory, theory and transaction of leadership theory, attribution theory and transformational leadership theory. And London business school professor Rob · GeFei (Rob Goffee) and Gareth Jones (Gareth Jones) is always emphasize authenticity and skills; The inheritance forever "author, management experts Jim Collins (Jim Collins) think modesty is very important; Harvard business school Abraham · lai pierced this Nick (Abraham Zaleznik) pay attention to individual character characteristic; "The team to create" author, leading to learn authority John Lord Adair (John Adair) claims value teamwork and meet the individual needs; American political leadership studies, a pioneer of the American government and political "author James MacGregor Burns · (James MacGregor Burns) focusing on the change of the charismatic leader force; And the father of the leading change John Scott (John Kotter) are looking to establish direction, solidarity leader employees, inspire and motivate the ability of his employees.

Therefore, to agree on the definition of the leadership, is the important measure success leaders beginning, because it avoids problems that may occur in the future. But this is just the start and is not the end. To be leaders doesn't mean that have success, is like sitting in the driver's does not mean that has become a good driver.

Prepare step 2:

Focus on results and not investment

The mere possession of strategy, operation skills or personal characteristics (driving force, inspiring force, open-minded, etc), does not mean that the success of the leadership. Leaders may have all the skills and qualities, but still can't succeed. Success is the result of emphasized, not characteristics. If the shareholders think you are will be the company to a wrong direction, so even if you because they have the extraordinary leadership, is of no significance. The high turnover on the proof CEO people will success and related results, not leadership style or characteristics. British airways CEO Bob Irene (Bob Ayling) and British veteran pesticides manufacturers of Rentokil CEO Clive Thompson (Clive Thompson) is two vivid CEO, before be regarded as a model managers, but with no can bring to the company good performance and was arrested.

Prepare step 3:

Ensure that data are reliable

The use of measure success leadership how data reliability, is one of the major performance measure the actual problem. Suppose you want to himself and other leaders for comparison, other leaders especially rivals may not disclose so much information, especially some they make the disclosure but not the success of plan. Therefore, to get sufficient, about the other leaders data very difficult. In this situation, can only be based on the available information for evaluation.

The leader is not always the best judge their achievements. Many leaders are better for mistakes and find reasons to admit defeat, so the leaders of self evaluation are usually can't do believe.

For external people concerned, the integrity of the data and the meaning of more sensitive. Stalin language take sarcastically said: "the key is not who's vote count, but who in the calculation of votes." Leaders often to data collection and to present the way has a strong influence. Only in a crisis situation, people will go to strict review report the correctness of the situation. Just like enron Jeff Skilling (Jeff Skilling) or control the largest dairy manufacturer of one of parmalat group's Mr Tanzi (Tanzi) family, any claims of success, if can't get independent verification of verification, all need to be taken seriously and not take it for granted.

Sure the preparation of the steps after the measure success leadership would be easier.

The first step: set framework

Target to reach an agreement to define leadership made once, it must establish more precise targets. Is to realize the organization transformation, still want to let a operation good organization improve lean degrees, diligence, degrees and development speed? Use jargon, is implementing transformational leadership, transactional leadership or? Is to make the team construction, or training future leader? In order to implement the acquisition, merger is, or to ensure survival?

In the larger organization, set the goal should be part of the annual assessment process content. In a small organization, this process may not be so formal, but clear goal is still very important. If possible, to implement for the written text. For those who are looking for the organization of the leader for executives, set a goal is also important, only control targets to calm the selected want personnel type.

For those who committed to purchase or diversification strategy of transformational leader, it is not difficult to measure performance. However, for the transaction type a leader's job is difficult to track results, such as higher operation efficiency, higher morale, or more effective talent management plan. For external personnel concerned, measure these is brutally hard. For example, CaiChe (Dieter Zetsche) in Daimler and Chrysler after failed to merge to companies back to operation orbit. In these events, it's not difficult to that these leaders success of leadership.

But to assess "invisible champions" leadership, is difficult. The enterprise leader little-known, not only for the company and is not a listed company, and because its leaders are often transactional leader, for the enterprise did not unremitting efforts made known to the public, so not as famous for enterprise to bring the ceos of the change that is easy to measure. According to the measure of the leader transactional goals, from identifiable secondary missions this Angle to set to reach target tracking necessary leadership elements.

Find the appropriate to compare object successful leaders is relative, and must start from control goals. The target must be predetermined (later again determine a goal absolutely can't accept), with the passage of time in response to environmental changes may need to change, not necessarily all goals are to reach. However, the leader of the target set by a degree will judge its success is one of the key elements. John Brown (John Brown) through a series of giant acquisition, let the British oil into the world. Also because of this, that he was convicted for the early twenty-first century a successful leaders.

However, only achieving the goals and not enough. Goal setting in what level depends on the comprehensive function of many factors. Sometimes, people tend to take aim too little low, so easy to achieve. Therefore, must also controls a related the comparison group. A company's share price may be falling, but if other companies do not break as fierce (some of these companies and even on the brink of bankruptcy), it is likely that the company's leadership is very successful.

To grasp the opportunity to assess in addition to control target and contrast at the same level of related groups, still can DuiZhaoBen can be agreed to judge the results of leadership, including whether catch or gave up the chance. Good management and outstanding leader of a difference lies in that the former pay more attention to the existing plan and goal, and the latter is not only pay attention to the current plan, also on additional opportunity to grasp. These opportunities do not easily measured, miss chance to want a very long period of time will clearly revealed. Arnold temperature stoke (Arnold Weinstock) in a general electric (UK) during the company CEO, has been known as the great industry leaders. But hindsight, he was obviously in the last few years missed several important opportunity.

To grasp the opportunity, only implement internal comparison is useless. Needs in the same field in the industry or in the same comparison, through the judgement to examine, others are how to seize the opportunity to send the door, or why not take a chance. YaoMa · AoLiLa (Jorma Ollila,) is an example. He led the nokia of Finland a domestic company from small development become Ericsson and MOTOROLA such industry giants of the long-term competition. Retail myth, the ikea founder Ingvar Kamprad (Ingvar Kamprad) is a classic example.

The second step: with judgment to be interpreted

However, with the goal of setting, colleagues and the opportunity to measure leadership, it is difficult to obtain the result of the be clear at a glance. For example, several big Banks around the world or public institutions in different regulatory environment. Engineering and pharmaceutical giant in many different types of market operation, provide portfolio of products are also different. Therefore, to determine who is the banking industry or any other industry success leader, always need to rely on judgment.

Another obstacle is the key element of a judge leadership lags. When a leader who was viewed as a successful step down, people will be congratulated him on his achievements, says he never is irreplaceable. However, after a few weeks, they will often appear suspect and the voice of the question. The acquisition of a really so successful? We really need to enter the market? And so on. The reason that has this kind of situation, part of the reason is because people get used to the new leadership; However, be investigated for the deeper reason we will find, and it is usually the leadership and in (even in its before taking office) of the actions of the lag of the effect.

For example, in the economic crisis, the victim of the enterprise is a lagging effect the country. Their problem, at bottom, its is years ago decided to venture of financial instruments with decision making.

Facing a lagging effect, the leader can rarely retreats, even management godfather jack Welch also can't miss. In his departure, general electric shares of the poor performance make its increasingly criticized. Because people think, the company should be in a better state continue to grow. To measure the success of the organization leader degree, how to deal with a lagging effect is perhaps the most difficult challenge all a. So, to today's CEO jump evaluation is dangerous, to measure its success in degrees, must will be a lagging effect as a problem to look at.

Finally, we have to put in to the time standing in the right place this "good luck", and successful leadership to distinguish, just as we need to put in the wrong time standing in the wrong place, and failure to distinguish the leadership. Maxim have cloud: "a rising tide lifts all boats." In real estate, successful leaders should not only experience real estate prices rose all of the period, the more need to withstand the regular appearances of periodic recession test. The problem is, the success of an enterprise can produce a kind of halo effect, evaluation will need to ensure that when the enterprise's success and leadership role to distinguish.

Third step: try to meet the needs of the different stakeholders

You probably don't want to just let you people described as a successful leaders. When you know that a CEO is depends on the exploitation of child labor in Bangladesh just earned a profit more, also can't again concurs says he be a great leader. There's no need to let every stakeholders of the definition of successful leadership agreed, even explicitly set goals for the meaning of success everyone will not. Armor made excess profit, could mean that b labor surplus. Or rather, this may mean that all other people excessive carbon emissions.

So, different stakeholders views may be oil and water don't mix, like some union or environmentalists point of view and some of the management measures irreconcilable. If this is so, in the measure of leadership, we have to admit that the diversity of views. In the public opinion survey, Richard Branson (Richard Branson) is seen as a highly successful leaders, and Tom Bruce bowen (Tom Bower 's) to the writing of Branson but think he without very biography builds. This biography belongs to a kind of external review, we can think it without prejudice, has the independence, can also think that it is a kind of let a person can't bear malicious slander. But, unless, virgin group collapse, otherwise people is not possible for branson leadership of reaching agreement.

To obtain success of leadership

Successful leadership does not mean leaders to do something, or they are what identity, not only look at their leadership organization made what achievements (this may be many other factors). As mentioned above, the successful leadership is representative of, the comparison predefined target, the comparison industry peers and opportunity way, eventually succeed at results.

Also must keep in mind that leadership is not only connected with high-level organization. Although we illustrative examples are well-known CEO, but all levels of leadership measure is also very important. To want to measure their success degree leader, the following a few to vital:

Should ensure you set your goals (from the point of view of the results and investment), so others-especially to evaluate your performance in the future--clearly what's your goal.

A find relevant to compare object.

A aware of opportunity (caught and miss) is how to handle.

A reading information, admitted that measure success leadership the existing problems, and take steps to ease. If you are a transactional leader, make sure you set the target can be defined. If the lagging effect exists, that establish several milestone.

A must realize that the outcome depends on how to judge; If you don't trust yourself judge, let a person have independence to help you judge.

In the measure of the leadership or colleagues, what really matters is not finally come to the conclusion, must be set a goal, but in looking for comparative objects, realize the importance of the opportunities these process the benefits, but to find the vocal friends (this is your gold mine). For external people speaking, it is to build a vague impression into full information based on the judgment. Successful leadership is a kind of elusive character, and fine add measure.