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1、Thereadingreportofunittwo201133030040312会计（4）班王婷慧1.ThetheoryofthebusinessNotinaverylongtime,manycompaniesarefacedwithproblems,thatis,yesterdaytheyweresuperstarsbuttodaytheyfindthemselvesstagnatingandfrustrated,introubleand,often,inaseemlyunmanageablecrisis.Therootcauseo
2、fnearlyeveryoneofthesecrisesistheassumptionsonwhichtheorganizationhasbeenbuiltandbeingrunnolongerfitreality.Inthisbackground,Druckerputsforwardthetheoryofthebusiness,whichareassumptionsaboutshapinganyorganization’sbehavior,dictatingitsdecisionsaboutwhattodoandwhatnottod
3、o,definingwhattheorganizationconsidersmeaningfulresults,identifyingcustomersandcompetitors,technologyanddynamics,acompany’strengthsandweakness.Everyorganization,whetherabusinessornot,hasatheoryofthebusiness.Indeed,avalidtheorythatisclear,consistent,andfocusedisextraordi
4、narilypowerful.TheUniversityofBerlinisanexample.Similarly,thetheoryofthebusinessexplainsboththesuccessofcompanieslikeGeneralMotorsandIBM.Infact,whatunderlinesthecurrentmalaiseofsomanylargeandsuccessfulorganizationsworldwideisthattheirtheoryofthebusinessnolongerworks.Wha
5、tcanexplainthefactthatatbothIBMandGMthepolicies,practices,andbehaviorsthatworkedfordecades-andinthecaseofGMarestillworkingwellwhenappliedtosomethingnewanddifferent-nolongerworkfortheorganizationinwhichandforwhichtheyweredeveloped?Therealitiesthateachorganizationactually
6、faceshavechangedquitedramaticallyfromthosethateachstillassumesitliveswith.Putanotherway,realityhaschanged,butthetheoryofthebusinesshasnotchangedwithit.Atheoryofthebusinesshasthreeparts.First,thereareassumptionsabouttheenvironmentoftheorganization:societyanditsstructure,
7、themarket,thecustomer,andtechnology.Second,thereareassumptionsaboutthespecificmissionoftheorganization.Third,thereareassumptionsaboutthecorecompetenciesneededtoaccomplishtheorganization’smission.Thevalidtheoryofthebusinesshasfourspecifications.Firstly,theassumptionsabou
8、tenvironment,mission,andcorecompetenciesmustfitreality.Secondly,theassumptionsinallthreeareashavetofitoneanoth
