60. 描述企业使命的例子Otis Elevator
Key Market: To provide any customer
Contribution: a means of moving people and things up, down and sideways over short distances
Distinction: with higher reliability than any similar enterprise in the world.
61. 描述企业使命的例子McDonald’s
Key Market: To offer the fast food customer
Contribution: food prepared in the same high-quality manner world-wide, tasty and reasonably priced.
Distinction: delivered in a consistent, low-key decor and friendly atmosphere.
65. 企业战略所涉及的决策变量The Pattern
of Actions
That Define
StrategyActions to Improve
Short Term ProfitsDiversification
Responses to
Changing Conditions
Fresh Offensive to
Gain Market Edge
Product Line, Quality, or Service
Geographic
CoverageForward or
Backward IntegrationHow Key Functions
Are Managed
Pursuing New
OpportunitiesDefensive Moves