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From Strategy to Business Models and to Tactics从战略到商业

From Strategy to Business Models and to Tactics从战略到商业

ID：39065630

大小：1.49 MB

页数：45页

时间：2019-06-24

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1、FromStrategytoBusinessModelsandtoTacticsRamonCasadesus-MasanellJoanEnricRicartWorkingPaper10-036Copyright©2009byRamonCasadesus-MasanellandJoanEnricRicartWorkingpapersareindraftform.Thisworkingpaperisdistributedforpurposesofcommentanddiscussiononly.Itmaynotbereprod

2、ucedwithoutpermissionofthecopyrightholder.Copiesofworkingpapersareavailablefromtheauthor.*FromStrategytoBusinessModelsandtoTactics†‡RamonCasadesus-MasanellJoanEnricRicartNovember2009AbstractThenotionofbusinessmodelhasbeenusedbystrategyscholarstoreferto“thelogicoft

3、hefirm,thewayitoperatesandhowitcreatesvalueforitsstakeholders.”Onthesurface,thisnotionappearstobesimilartothatofstrategy.Wepresentaconceptualframeworktoseparateandrelatebusinessmodelandstrategy.Businessmodel,weargue,isareflectionofthefirm’srealizedstrategy.Wefindt

4、hatinsimplecompetitivesituationsthereisaone-to-onemappingbetweenstrategyandbusinessmodel,whichmakesitdifficulttoseparatethetwonotions.Weshowthattheconceptsofstrategyandbusinessmodeldifferwhenthereareimportantcontingenciesuponwhichawell-designedstrategymustbebased.

5、Ourframeworkalsodeliversaclearseparationbetweentacticsandstrategy.Thisdistinctionispossiblebecausestrategyandbusinessmodelaredifferentconstructs.*WethanktheEditorsandtwoanonymousReviewersaswellasparticipantsintheLongRangePlanningconferenceonbusinessmodelsheldatthe

6、CassBusinessSchoolinDecember2008.WehavebenefitedfromdiscussionswithMBAstudentsandexecutiveeducationprogramparticipantsatHBSandIESEwhereweteachasecond-year,case-basedelectivetitled“CompetingthroughBusinessModels.”Casadesus-MasanellisgratefultotheHBSDivisionofResear

7、chandIESEBusinessSchool’sPublic-PrivateSectorResearchCenter.RicartisgratefultotheCarlSchrøederChairatIESE.Allerrorsareonlyours.†AssociateProfessor,HarvardBusinessSchool.MorganHall233.Boston,MA02163,USA.Email:casadesus@gmail.com‡CarlSchrøederProfessorofStrategicMan

8、agement,IESEBusinessSchool.AvenidaPearson,21.08034Barcelona,Spain.Email:ricart@iese.eduI.IntroductionThefieldofStrategyhasevolvedsubstantiallyinthepastt

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