ΠΠΎ ΠΏΡΠΈΡ ΠΎΠ΄Π° Π² The Boston Consulting Group ΠΠΆΠ°Π½ΠΌΠ΅Π΄ΠΆΠ°Ρ Π½Π° ΠΏΡΠΎΡΡΠΆΠ΅Π½ΠΈΠΈ Π½Π΅ΡΠΊΠΎΠ»ΡΠΊΠΈΡ Π»Π΅Ρ ΡΠ°Π±ΠΎΡΠ°Π» Π² ΡΠ°Π·Π»ΠΈΡΠ½ΡΡ Π΄Π΅ΠΏΠ°ΡΡΠ°ΠΌΠ΅Π½ΡΠ°Ρ Π² Π Π΅Π·Π΅ΡΠ²Π½ΠΎΠΌ Π±Π°Π½ΠΊΠ΅ ΠΠ½Π΄ΠΈΠΈ. Π’Π°ΠΊΠΆΠ΅ ΠΎΠ½ ΡΠ°Π±ΠΎΡΠ°Π» Π²ΠΎ ΠΡΠ΅ΠΌΠΈΡΠ½ΠΎΠΌ Π±Π°Π½ΠΊΠ΅.
ΠΠ½ ΠΏΠΎΠ»ΡΡΠΈΠ» ΡΡΠ΅ΠΏΠ΅Π½Ρ Π΄ΠΎΠΊΡΠΎΡΠ° ΡΠΈΠ»ΠΎΡΠΎΡΠΈΠΈ Π² Π¨ΠΊΠΎΠ»Π΅ ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΡ ΠΈ ΠΌΠ΅ΠΆΠ΄ΡΠ½Π°ΡΠΎΠ΄Π½ΡΡ ΠΎΡΠ½ΠΎΡΠ΅Π½ΠΈΠΉ ΠΈΠΌΠ΅Π½ΠΈ ΠΡΠ΄ΡΠΎ ΠΠΈΠ»ΡΡΠΎΠ½Π° ΠΏΡΠΈ ΠΡΠΈΠ½ΡΡΠΎΠ½ΡΠΊΠΎΠΌ ΡΠ½ΠΈΠ²Π΅ΡΡΠΈΡΠ΅ΡΠ΅, ΠΎΠΊΠΎΠ½ΡΠΈΠ» ΠΠ»ΡΡ-ΠΊΠΎΠ»Π»Π΅Π΄ΠΆ ΠΠ΅ΠΌΠ±ΡΠΈΠ΄ΠΆΡΠΊΠΎΠ³ΠΎ ΡΠ½ΠΈΠ²Π΅ΡΡΠΈΡΠ΅ΡΠ° ΡΠΎ ΡΡΠ΅ΠΏΠ΅Π½ΡΠΌΠΈ Π±Π°ΠΊΠ°Π»Π°Π²ΡΠ° ΠΈ ΠΌΠ°Π³ΠΈΡΡΡΠ° ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ ΠΈ ΠΠΎΠ»Π»Π΅Π΄ΠΆ Π‘Π΅ΠΉΠ½Ρ Π‘ΡΠΈΠ²Π΅Π½ ΠΠ΅Π»ΠΈΠΉΡΠΊΠΎΠ³ΠΎ ΡΠ½ΠΈΠ²Π΅ΡΡΠΈΡΠ΅ΡΠ° ΡΠΎ ΡΡΠ΅ΠΏΠ΅Π½ΡΠΌΠΈ Π±Π°ΠΊΠ°Π»Π°Π²ΡΠ° ΠΈ ΠΌΠ°Π³ΠΈΡΡΡΠ° ΠΈΡΡΠΎΡΠΈΠΈ.
ΠΠΆΠ°Π½ΠΌΠ΅Π΄ΠΆΠ°Ρ ΠΆΠΈΠ²Π΅Ρ Π² ΠΡΠΌΠ±Π°Π΅ ΡΠΎ ΡΠ²ΠΎΠ΅ΠΉ ΠΆΠ΅Π½ΠΎΠΉ ΠΠ°Π»Π²ΠΈΠΊΠΎΠΉ ΠΈ Π΄Π²ΡΠΌΡ ΡΡΠ½ΠΎΠ²ΡΡΠΌΠΈ ΠΠΌΠ°ΡΡΠΈΡ ΠΈ ΠΠ΄Π²Π°ΠΉΡΠΎΠΌ.
Π‘Π½ΠΎΡΠΊΠΈ
1
Rita G. McGrath, Β«The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your BusinessΒ». ΠΠΎΡΡΠΎΠ½: Harvard Business Review Press, 2013.
2
* Π‘ΡΠ°Π½Π΄Π°ΡΡΠ½ΠΎΠ΅ ΠΎΡΠΊΠ»ΠΎΠ½Π΅Π½ΠΈΠ΅ Π΅ΠΆΠ΅Π³ΠΎΠ΄Π½ΠΎΠ³ΠΎ ΡΠΎΡΡΠ° ΡΡΠ½ΠΎΡΠ½ΠΎΠΉ ΠΊΠ°ΠΏΠΈΡΠ°Π»ΠΈΠ·Π°ΡΠΈΠΈ (ΠΠ‘Π°Ρ) Π·Π° Π΄Π΅ΡΡΡΡ Π»Π΅Ρ (Π»ΠΎΠ³Π°ΡΠΈΡΠΌΠΈΡΠ΅ΡΠΊΠ°Ρ ΡΠΊΠ°Π»Π°).
β Π£ΡΡΠ΅Π΄Π½Π΅Π½Π½ΡΠΉ Π°Π±ΡΠΎΠ»ΡΡΠ½ΡΠΉ ΡΠΎΡΡ Π²ΡΡΡΡΠΊΠΈ Π² ΠΏΡΠΎΡΠ΅Π½ΡΠ°Ρ Π·Π° Π΄Π΅ΡΡΡΠΈΠ»Π΅ΡΠ½ΠΈΠΉ ΠΏΠ΅ΡΠΈΠΎΠ΄ (Π»ΠΎΠ³Π°ΡΠΈΡΠΌΠΈΡΠ΅ΡΠΊΠ°Ρ ΡΠΊΠ°Π»Π°).
3
Martin Reeves, Claire Love, and Philipp Tillmanns, Β«Your Strategy Needs a StrategyΒ», Harvard Business Review, ΡΠ΅Π½ΡΡΠ±ΡΡ 2012.
4
ΠΠ±ΡΡΠΆΠ΄Π΅Π½ΠΈΠ΅ ΠΊΠΎΠΌΠΏΠ°Π½ΠΈΠΈ Mars Π² Π½Π°ΡΡΠΎΡΡΠ΅ΠΉ ΠΊΠ½ΠΈΠ³Π΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΈΠ½ΡΠ΅ΡΠ²ΡΡ, ΠΊΠΎΡΠΎΡΠΎΠ΅ Π°Π²ΡΠΎΡΡ ΠΏΡΠΎΠ²Π΅Π»ΠΈ Ρ ΠΠΎΠ»ΠΎΠΌ Π‘. ΠΠ°ΠΉΠΊΠ»Π·ΠΎΠΌ (Π²ΠΎΠ·Π³Π»Π°Π²Π»ΡΠ²ΡΠΈΠΌ Mars) Π² Π°ΠΏΡΠ΅Π»Π΅ 2014 Π³ΠΎΠ΄Π°, ΠΈ Π΄ΠΎΠΏΠΎΠ»Π½Π΅Π½ΠΎ Π΄Π°Π½Π½ΡΠΌΠΈ ΠΈΠ· Π΄ΡΡΠ³ΠΈΡ ΠΈΡΡΠΎΡΠ½ΠΈΠΊΠΎΠ² (Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΡΠΊΠ°Π·Π°Π½ΠΈΡΠΌΠΈ).
5
Tata Consultancy Services, Β«Corporate FactsΒ», ΡΠ°Π·Π΄Π΅Π» About TCS, Π΄Π°Π½Π½ΡΠ΅ ΠΏΠΎΠ»ΡΡΠ΅Π½Ρ 7 ΠΌΠ°Ρ 2014 Π³ΠΎΠ΄Π°, http://www.tcs.com/about/corp_facts/Pages/default.aspx; Times Internet Limited, Β«Circuit of GloryΒ», Β«Times of TataΒ», Economic Times, 14 ΠΌΠ°Ρ 2014, http://economictimes.indiatimes.com/timesoftata.cms. ΠΠ±ΡΡΠΆΠ΄Π΅Π½ΠΈΠ΅ Tata Consultancy Services (TCS) Π² Π½Π°ΡΡΠΎΡΡΠ΅ΠΉ ΠΊΠ½ΠΈΠ³Π΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΈ, ΠΏΠΎΠ»ΡΡΠ΅Π½Π½ΠΎΠΉ ΠΎΡ ΠΠ°ΡΠ°ΡΠ°Π΄ΠΆΠ°Π½Π° Π§Π°Π½Π΄ΡΠ°ΡΠ΅ΠΊΠ°ΡΠ°Π½Π° (Π³Π΅Π½Π΅ΡΠ°Π»ΡΠ½ΠΎΠ³ΠΎ Π΄ΠΈΡΠ΅ΠΊΡΠΎΡΠ° TCS) Π² Ρ ΠΎΠ΄Π΅ ΠΈΠ½ΡΠ΅ΡΠ²ΡΡ Ρ Π°Π²ΡΠΎΡΠ°ΠΌΠΈ Π² ΠΈΡΠ½Π΅ 2014 Π³ΠΎΠ΄Π°, ΠΈ Π΄ΠΎΠΏΠΎΠ»Π½Π΅Π½ΠΎ Π΄Π°Π½Π½ΡΠΌΠΈ ΠΈΠ· Π΄ΡΡΠ³ΠΈΡ ΠΈΡΡΠΎΡΠ½ΠΈΠΊΠΎΠ² (Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΡΠΊΠ°Π·Π°Π½ΠΈΡΠΌΠΈ).
6
Β«Quintiles Named Preferred Provider in Phase I Market ReportΒ», Wall Street Journal, 9 Π°Π²Π³ΡΡΡΠ° 2013, http://online.wsj.com/article/PRCO-20130809-908208.html ΠΠ±ΡΡΠΆΠ΄Π΅Π½ΠΈΠ΅ ΠΊΠΎΠΌΠΏΠ°Π½ΠΈΠΈ Quintiles Π² Π½Π°ΡΡΠΎΡΡΠ΅ΠΉ ΠΊΠ½ΠΈΠ³Π΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΈΠ½ΡΠ΅ΡΠ²ΡΡ, ΠΊΠΎΡΠΎΡΡΠ΅ Π°Π²ΡΠΎΡΡ ΠΏΡΠΎΠ²Π΅Π»ΠΈ Ρ ΠΠ΅Π½Π½ΠΈΡΠΎΠΌ ΠΠΈΠ»Π»ΠΈΠ½Π³ΡΠΎΠΌ (ΠΎΡΠ½ΠΎΠ²Π°ΡΠ΅Π»Π΅ΠΌ Quintiles) ΠΈ Π’ΠΎΠΌΠΎΠΌ ΠΠ°ΠΉΠΊΠΎΠΌ (ΠΈΡΠΏΠΎΠ»Π½ΠΈΡΠ΅Π»ΡΠ½ΡΠΌ Π΄ΠΈΡΠ΅ΠΊΡΠΎΡΠΎΠΌ Quintiles) Π² ΡΠ΅Π²ΡΠ°Π»Π΅ β ΠΌΠ°ΡΡΠ΅ 2014 Π³ΠΎΠ΄Π°, ΠΈ Π΄ΠΎΠΏΠΎΠ»Π½Π΅Π½ΠΎ Π΄Π°Π½Π½ΡΠΌΠΈ ΠΈΠ· Π΄ΡΡΠ³ΠΈΡ ΠΈΡΡΠΎΡΠ½ΠΈΠΊΠΎΠ² (Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΡΠΊΠ°Π·Π°Π½ΠΈΡΠΌΠΈ).
7
Liu Jie, Β«Paying Price for Success in CommerceΒ», China Daily, Biz Updates, 3 ΡΠ΅Π²ΡΠ°Π»Ρ 2014, http://www.chinadaily.com.cn/beijing/2014-02/03/content_17272245.htm
8
Sara Lepro, Β«American Express to Cut 7,000 JobsΒ», Huffi ngton Post Business, 23 Π½ΠΎΡΠ±ΡΡ 2011, http://www.huffingtonpost.com/2008/10/30/american-express-to-cut-7_n_139476.html. ΠΠ±ΡΡΠΆΠ΄Π΅Π½ΠΈΠ΅ ΠΊΠΎΠΌΠΏΠ°Π½ΠΈΠΈ American Express Π² Π½Π°ΡΡΠΎΡΡΠ΅ΠΉ ΠΊΠ½ΠΈΠ³Π΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΈΠ½ΡΠ΅ΡΠ²ΡΡ, ΠΊΠΎΡΠΎΡΠΎΠ΅ Π°Π²ΡΠΎΡΡ ΠΏΡΠΎΠ²Π΅Π»ΠΈ Ρ ΠΠ΅Π½ΠΎΠΌ Π¨Π΅Π½ΠΎ (Π³Π΅Π½Π΅ΡΠ°Π»ΡΠ½ΡΠΌ Π΄ΠΈΡΠ΅ΠΊΡΠΎΡΠΎΠΌ Amex) Π² Π°ΠΏΡΠ΅Π»Π΅ 2014 Π³ΠΎΠ΄Π°, ΠΈ Π΄ΠΎΠΏΠΎΠ»Π½Π΅Π½ΠΎ Π΄Π°Π½Π½ΡΠΌΠΈ ΠΈΠ· Π΄ΡΡΠ³ΠΈΡ ΠΈΡΡΠΎΡΠ½ΠΈΠΊΠΎΠ² (Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΡΠΊΠ°Π·Π°Π½ΠΈΡΠΌΠΈ).
9
David A. Kaplan, Β«Mars Incorporated: A Pretty Sweet Place to WorkΒ», Fortune, 17 ΡΠ½Π²Π°ΡΡ 2013, http://fortune.com/2013/01/17/mars-incorporated-a-pretty-sweet-place-to-work/
10
ΠΠ°Π½Π½ΡΠ΅ ΠΎ ΡΡΠΎΠΈΠΌΠΎΡΡΠΈ Π±ΡΠ΅Π½Π΄ΠΎΠ² ΡΠΌ. Π½Π° Π²Π΅Π±-ΡΠ°ΠΉΡΠ΅ Mars Π² ΡΠ°Π·Π΄Π΅Π»Π΅ Β«How We WorkΒ», Π΄Π°Π½Π½ΡΠ΅ ΠΏΠΎΠ»ΡΡΠ΅Π½Ρ 8 ΠΌΠ°Ρ 2014 Π³ΠΎΠ΄Π°, http://www.mars.com/global/home ΠΠΌΠ΅ΡΠΈΠΊΠ°Π½ΡΠΊΠΈΠΉ ΡΠ΅ΠΉΡΠΈΠ½Π³ Β«MarsΒ» ΡΠΌ. Π² Forbes, 12 ΠΌΠ°Ρ 2014, http://www.forbes.com/companies/mars/
ΠΠ±ΡΡΠΆΠ΄Π΅Π½ΠΈΠ΅ ΠΊΠΎΠΌΠΏΠ°Π½ΠΈΠΈ Mars Π² Π½Π°ΡΡΠΎΡΡΠ΅ΠΉ ΠΊΠ½ΠΈΠ³Π΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΈΠ½ΡΠ΅ΡΠ²ΡΡ, ΠΊΠΎΡΠΎΡΠΎΠ΅ Π°Π²ΡΠΎΡΡ ΠΏΡΠΎΠ²Π΅Π»ΠΈ Ρ ΠΠΎΠ»ΠΎΠΌ Π‘. ΠΠ°ΠΉΠΊΠ»Π·ΠΎΠΌ (Π²ΠΎΠ·Π³Π»Π°Π²Π»ΡΠ²ΡΠΈΠΌ Mars) Π² Π°ΠΏΡΠ΅Π»Π΅ 2014 Π³ΠΎΠ΄Π°, ΠΈ Π΄ΠΎΠΏΠΎΠ»Π½Π΅Π½ΠΎ Π΄Π°Π½Π½ΡΠΌΠΈ ΠΈΠ· Π΄ΡΡΠ³ΠΈΡ ΠΈΡΡΠΎΡΠ½ΠΈΠΊΠΎΠ² (Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΡΠΊΠ°Π·Π°Π½ΠΈΡΠΌΠΈ).
11
Sebastian Joseph, Β«Cadbury and Mars Push to Boost Chocolate Sales in Slow Summer MonthsΒ», Marketing Week: News, 13 ΠΈΡΠ»Ρ 2013, http://www.marketingweek.com/2013/07/17/cadbury-and-mars-push-toboost-chocolate-sales-in-slow-summer-months/
12
Bruce D. Henderson, Β«The Product PortfolioΒ», BCG Perspectives, 1970, https://www.bcgperspectives.com/content/Classics/strategy_the_product_portfolio/
13
ΠΠ½ΡΡΠΈΡΡΡ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΉ BCG, Β«Average Operating Margin 2007β012Β». ΠΠ½Π°Π»ΠΈΠ· ΠΎΡΠ½ΠΎΠ²Π°Π½ Π½Π° Π΄Π°Π½Π½ΡΡ Compustat ΠΈ CapitallQ.
14
David J. Lynch, Β«Thousands of Layoffs by DHL, ABX Air Hit Wilmington, OhioΒ», USA Today, 13 Π΄Π΅ΠΊΠ°Π±ΡΡ 2008, http://usatoday30.usatoday.com/money/economy/2008-12-15-wilmington-dhl-abx-air-layoffs_N.htm
15
Igor H. Ansoff. Β«Corporate Strategy. An Analytic Approach to Business Policy for Growth and ExpansionΒ» (ΠΡΡ-ΠΠΎΡΠΊ: McGraw-Hill, 1965).
16
Bruce D. Henderson, Β«The Experience CurveΒ», BCG Perspectives, 1968, https://www.bcgperspectives.com/content/classics/strategy_the_experience_curve/
17
Henderson, Β«The Product Portfolio.Β»
18
Richard Lochridge, Β«Strategy in the 1980sΒ», BCG Perspectives, 1981, https://www.bcgperspectives.com/content/classics/strategy_strategy_in_the_1980s/
19
Michael Porter, Β«How Competitive Forces Shape StrategyΒ», Harvard Business Review, ΠΌΠ°ΡΡ β Π°ΠΏΡΠ΅Π»Ρ 1979, 137β45.
20
Birger Wernerfelt, Β«A Resource-Based View of the FirmΒ», Strategic Management Journal 5 (1984): 171β180; Jay Barney, Β«Firm Resources and Sustained Competitive AdvantageΒ», Journal of Management 17, β 1 (1991): 99β20; Π‘. K. Prahalad and Gary Hamel, Β«The Core Competence of the CorporationΒ», Harvard Business Review, ΠΌΠ°ΠΉ-ΠΈΡΠ½Ρ 1990.
21
George Stalk, Philip Evans, Lawrence E. Shulman, Β«Competing On Capabilities: The New Rules of Corporate StrategyΒ», Harvard Business Review, ΠΌΠ°ΡΡ-Π°ΠΏΡΠ΅Π»Ρ 1992.
22
Bob Cramer, Β«With Developed Markets Reaching Maturity and Emerging Markets Slowing Down, What Will Drive Future Growth?Β» Bidness Etc., 5 ΡΠ΅Π²ΡΠ°Π»Ρ 2014, http://www.bidnessetc.com/business/thehousehold-and-personal-products-industry-dark-clouds-on-the-horizon/
23
Ivan Marten and Andrew Mack, Β«The European Power Sector: Only the Nimble Will ThriveΒ», BCG Perspectives, ΠΌΠ°ΡΡ 2013, https://www.bcgperspectives.com/content/articles/energy_environment_european_power_sector_only_nimble_will_thrive/
24
Frank Klose and Jonas Prudlo, Β«Flexibilization: The New Paradigm in Power GenerationΒ», BCG Perspectives, ΠΈΡΠ½Ρ 2013, https://www.bcgperspectives.com/content/articles/energy_environment_flexibilization_new_paradigm_in_power_generation/; Cornelius Pieper et al., Β«Solar PV Plus Battery Storage: Poised for TakeoffΒ», BCG Perspectives, ΠΈΡΠ»Ρ 2013, https://www.bcgperspectives.com/content/articles/energy_environment_solar_pv_plus_battery_storage_poised_for_takeoff/: Deutsche Telekom, Β«QIVICON Wins Innovation Prize and Gains New PartnersΒ», Qivicon: Media Information, 7 ΡΠ΅Π½ΡΡΠ±ΡΡ 2014, https://www.qivicon.com/en/meta/media-relations/qivicon-wins-innovation-prize-and-gains-newpartners