Тема №3: Управление персоналом

Competitive advantage

Part 3

The 1980s also saw the widespread acceptance of positioning theory. Although the theory originated with Jack Trout in 1969, it didn’t gain wide acceptance until Al Ries and Jack Trout wrote their classic book “Positioning: The Battle For Your Mind” (1979). The basic premise is that a strategy should not be judged by internal company factors but by the way customers see it relative to the competition. Crafting and implementing a strategy involves creating a position in the mind of the collective consumer. Several techniques enabled the practical use of positioning theory. Perceptual mapping for example, creates visual displays of the relationships between positions. Multidimensional scaling, discriminant analysis, factor analysis and conjoint analysis are mathematical techniques used to determine the most relevant characteristics (called dimensions or factors) upon which positions should be based. Preference regression can be used to determine vectors of ideal positions and cluster analysis can identify clusters of positions.

In 1992 Jay Barney saw strategy as assembling the optimum mix of resources, including human, technology and suppliers, and then configuring them in unique and sustainable ways.

Michael Hammer and James Champy felt that these resources needed to be restructured. In a process that they labeled reengineering, firm's reorganized their assets around whole processes rather than tasks. In this way a team of people saw a project through, from inception to completion. This avoided functional silos where isolated departments seldom talked to each other. It also eliminated waste due to functional overlap and interdepartmental communications.

In 1989 Richard Lester and the researchers at the MIT Industrial Performance Center identified seven best practices and concluded that firms must accelerate the shift away from the mass production of low cost standardized products. The seven areas of best practice were: simultaneous continuous improvement in cost, quality, service, and product innovation, breaking down organizational barriers between departments, eliminating layers of management creating flatter organizational hierarchies, closer relationships with customers and suppliers, intelligent use of new technology, global focus, improving human resource skills.

Задание 1.

1.1.Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Seven best practices help firms accelerate the shift away from the mass production of low cost standardized products.

1.2. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Crafting and implementing a strategy doesn’t involve creating a position in the mind of the collective consumer.

1.3. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Positioning theory improves human resource skills.

Задание 2.

Укажите, какой части текста (1,2,3,4) соответствует следующая информация:

Preference regression can be used to determine vectors of ideal positions and cluster analysis can identify clusters of positions.

Michael Hammer and James Champy felt that these resources needed to be restructured.

Задание 3.

Ответьте на вопросы:

1. Who wrote the classic book “Positioning: The Battle For Your Mind”?

a. Richard Lester

b. Jay Barney

c. Al Ries and Jack Trout

2. What are seven best practices for?

a. acceleration the shift away from the mass production of low cost standardized products

b. assembling the optimum mix of resources

c. functional overlap and interdepartmental communications