[分享]哈佛经典－《经营之道》
<p><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">大公司管理者，越来越多地要面对一个重要挑战</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">——“</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">做什么</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">”</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。因为，组织赖以建立和经营的设想已经与现实情况不再吻合。而正是这些设想塑造着组织的一切行为，支配着组织做什么和不做什么，界定着组织认为有意义并为之奋斗的结果。这些设想涉及到市场，涉及到对客户和竞争对手以及他们的价值观和行为的认识，涉及到技术及其动态，涉及到公司的优势和劣势。这些设想涉及到公司何以赚钱。它们就是我所说的</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">“</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">经营之道</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">”</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">（</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">theory of the business</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">每个组织，不管是否从事商业经营，必得有一个经营原理。经营原理分为</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">3</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">个部分。首先是关于组织所处环境的设想，包括社会及社会结构、市场、客户以及技术；其次是关于组织特定使命的设想；第三是关于完成组织的使命所必需的核心竞争力的设想。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">关于环境的设想决定了一个组织的赚钱方式。关于使命的设想决定了组织希望为之奋斗的有意义的结果。关于核心竞争力的设想，决定了组织为了保持领导地位而必须精擅的本领。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">一套行之有效的经营原理应该符合</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">4</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">个要求</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">:1</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">．关于环境、使命和核心竞争力的设想必须符合客观现实。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">2</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">．关于环境、使命和核心竞争力三方面的设想必须相互契合。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">3</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">．经营原理必须为组织中的所有成员所理解。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">4</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">．经营原理必须得到不断的检验。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">长期存续的经营原理几乎不存在。当一套经营原理初显衰象时，我们就应开始重新询问：关于环境、关于使命、关于核心竞争力，什么样的设想最能客观准确地反映当前的现实？</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">我们需要采取预防措施，必须在组织中建立一个监督和检验自身经营原理的机制；我们需要尽早做出诊断；我们还需要对陷于僵滞的原理进行再思考，并采取有效的行动来改变政策和做法，只有如此，方能使组织行为符合所处环境的新现实、符合组织使命的新含义，并符合有待培养和获得的新核心竞争力。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">预防措施只有两种。第一种措施是丢弃，即有系统有意识地将原有设想丢弃。第二种是研究业务之外的动向，尤其是研究非客户群体（</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">noncustomers</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">要尽早诊断问题，管理人员必须留心一些征兆。组织达到预定目标之时，往往也是其经营之道过时之日。快速增长是组织经营之道濒临险情的一个确凿的征兆，还有两个更为明显的征兆。其一是意外的成功</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">——</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">不管是自己的还是竞争对手的；其二是意外的失败，同样，也不管是自己的还是竞争对手的。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">创建、保持和恢复一套经营原理，需要的不是天才，是勤奋；不是聪明，是意识。圣贤一样的</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">CEO</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">相信，一旦达到目标或出现快速增长，就必须对经营的原理进行认真的再思考。他们并不把意料之外的失败只是当成一次意外，也不把这种失败只是当成某位下属不能胜任工作的结果，而是把它视为</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">“</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">系统失灵</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><font face="宋体, MS Song">”</font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的先兆。同时，他们从不为意料之外的成功骄傲，而是把它视为对自己原有设想的挑战。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;"><br/><font face="宋体, MS Song"> </font></span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">他们还相信，经营原理的老化确实是一种威胁到生命的病变。他们了解并相信外科医生那颠扑不破的原则，这也是关于有效决策的最古老的训诫：病变不会因牵延时日而自愈，惟有明决快断，方能防患于未然。</span></p>
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