Тема №2: Маркетинговые стратегии.

Alignment

In 2010 the Rotterdam School of Management together with the Erasmus School of Economics introduced the S-ray Alignment Scan, which is a visual representation of strategy measured against the level of understanding and implementation of various parts of the organization. In 2011 Erasmus University of Rotterdam introduced S-ray Diagnostics, a spin-off of this cooperation, focused on measuring strategic alignment of organizations. Whittington outlined three other approaches to strategic management thinking. They have in common responsiveness to factors other than the profit maximization and market position goals of the classic approach.

With the advent of stagflation in the 1970s, rising trade union actions in some countries, wide-scale regional conflicts, rising oil prices, etc., strategy development began to explicitly consider stakeholders other than the firm's executives. Objections by other stakeholders could obstruct or even prevent implementation.

Processual strategic management incorporates steps to manage/resolve such conflicts via negotiation and compromise.

Evolutionary

Evolutionary strategic management attempts to accelerate strategy development by breaking it into multiple smaller changes, with ongoing review enabling more rapid adjustments to the original plan. A major facet of evolutionary strategic management is a population ecology model, in which firms in an industry are seen akin to a population of animals.

For some firms, the business environment including technology, finance and regulation change too quickly and unpredictably for multi-year planning processes to address effectively. Evolutionary approaches, while not optimal for a particular environment, allowed the organization greater flexibility to adapt to unexpected change.

Задание 1.

1.1. Определите, является утверждение:

The S-ray Alignment Scan was introduced in 2010.

a. истинным

b. ложным

c. тексте нет информации

1.2. Определите, является утверждение:

Evolutionary strategic management accelerates firms’ development.

a. истинным

b. ложным

c. тексте нет информации

1.3. Определите, является утверждение:

Evolutionary approaches often are adapted by organizations.

a. истинным

b. ложным

c. тексте нет информации

Задание 2.

Укажите, какой части текста (1,2,3,4,5) соответствует следующая информация:

A major facet of evolutionary strategic management is a population ecology model.

Strategy development began to explicitly consider stakeholders other than the firm's executives.

Задание 3.

Ответьте на вопросы:

1. What was introduced in 2010?

a. the S-ray Alignment Scan

b. S-ray Diagnostics

2. What is a major facet of evolutionary strategic management?

a. finance and regulation change

b. a population ecology model