Тема №2: Маркетинговые стратегии.

Текст 1.

Concepts/approaches of strategic management

Strategic management can depend upon the size of an organization, and the proclivity to change of its business environment. These points are highlighted below:

A global/transnational organization may employ a more structured strategic management model, due to its size, scope of operations, and need to encompass stakeholder views and requirements.

An SME (Small and Medium Enterprise) may employ an entrepreneurial approach. This is due to its comparatively smaller size and scope of operations, as well as possessing fewer resources. An SME's CEO (or general top management) may simply outline a mission, and pursue all activities under that mission.

Whittington (2001) highlighted four approaches to strategic management. These are Classical, Processual, Evolutionary and Systemic approaches.

Mintzberg stated there are prescriptive (what should be) and descriptive (what is) approaches. Prescriptive schools are "one size fits all" approaches that designate "best practice" while descriptive schools describe how strategy is implemented in specific contexts.

No single strategic managerial method dominates, and remains a subjective and context-dependent process.

Задание 1.

1.1.Определите, является утверждение:

Strategic management can depend upon the size of an organization only.

a. истинным

b. ложным

c. в тексте нет информации

1.2. Определите, является утверждение:

A global/transnational organization may employ a more structured strategic management model.

a. истинным

b. ложным

c. тексте нет информации

1.3. Определите, является утверждение:

Management model may vary according to the strategies used.

a. истинным

b. ложным

c. тексте нет информации

Задание 2.

Укажите, какой части текста (1,2,3,4,5,6) соответствует следующая информация:

Prescriptive schools describe how strategy is implemented in specific contexts.

General top management may simply outline a mission, and pursue all activities under that mission.

Задание 3.

Ответьте на вопросы:

1. What does strategic management depend upon?

a. structured strategic management model

b. the size of an organization, and the proclivity

c. entrepreneurial approach

2. What do prescriptive schools describe?

a. how strategy is implemented in specific contexts

b. strategic managerial method

c. scope of operations

Текст 2.

Strategic change

In 1968, Peter Drucker (1969) coined the phrase Age of Discontinuity to describe the way change disrupts lives. In an age of continuity attempts to predict the future by extrapolating from the past can be accurate. But according to Drucker, we are now in an age of discontinuity and extrapolating is ineffective. He identifies four sources of discontinuity: new technologies, globalization, cultural pluralism and knowledge capital.

In 1970, Alvin Toffler in Future Shock described a trend towards accelerating rates of change. He illustrated how social and technical phenomena had shorter lifespans with each generation, and he questioned society's ability to cope with the resulting turmoil and accompanying anxiety. In past eras periods of change were always punctuated with times of stability. This allowed society to assimilate the change before the next change arrived. But these periods of stability had all but disappeared by the late 20th century. In 1980 in The Third Wave, Toffler characterized this shift to relentless change as the defining feature of the third phase of civilization (the first two phases being the agricultural and industrial waves).

A number of strategists use scenario planning techniques to deal with change. The way Peter Schwartz put it in 1991 is that strategic outcomes cannot be known in advance so the sources of competitive advantage cannot be predetermined. The fast changing business environment is too uncertain for us to find sustainable value in formulas of excellence or competitive advantage. Instead, scenario planning is a technique in which multiple outcomes can be developed, their implications assessed, and their likeliness of occurrence evaluated. According to Pierre Wack, scenario planning is about insight, complexity, and subtlety, not about formal analysis and numbers.

Some business planners are starting to use a complexity theory approach to strategy. Complexity can be thought of as chaos with a dash of order. Chaos theory deals with turbulent systems that rapidly become disordered. Complexity is not quite so unpredictable. It involves multiple agents interacting in such a way that a glimpse of structure may appear.

Задание 1.

1.1.Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

The fast changing business environment is too uncertain for us to find sustainable value in formulas of excellence or competitive disadvantage.

1.2. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Chaos theory deals with turbulent systems that rapidly become disordered.

1.3.Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Strategic change is due to new technologies, globalization, and cultural pluralism.

Задание 2.

Выберите наиболее подходящий заголовок для каждого параграфа:

1. A complexity theory approach

2. Scenario planning techniques

3. Accelerating rates of change

4. Sources of discontinuity

Задание 3.

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

Complexity involves multiple agents interacting in such a way that a glimpse of structure may appear.

Scenario planning is a technique in which multiple outcomes can be developed.

Times of stability allowed society to assimilate the change before the next change arrived.