文档介绍：现代企业文化定义概述
Business Definition
Agenda
The business definition concept
Applications
Business definition steps
Cliec decisions.
Costs
Competitors
Incur unnecessary costs
Forgo opportunities to capture synergies
Do not transfer experience
Underinvest in important R&D initiatives
Overlook relevant competitive threats
Miscalculate “market share”
Set inappropriate performance targets
Overlook relevant capacity changes
Misjudge true cost position
Customers
Neglect profitable customer segments
Over-invest in unprofitable customers
Forgo opportunities to capture synergies
Misjudge relevant market trends
Overlook relevant geographies
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Examples of Incorrect Business Definition
Business Definition
Some respected companies have missed profit opportunities or suffered unnecessary losses because they did not define their businesses correctly.
American Express
Allegis
Saatchi & Saatchi
Charge cards and credit cards are separate
Charge cards and credit cards are one business - plastic money
Charge card division lost money due to poor cost position and misguided marketing efforts
Airlines, hotels and rental cars are one business - caring for travelers worldwide
Airlines, rental cars and hotels are three separate businesses
The combination provided little value to customers: Allegis was split up
Advertising and consulting are one business --service to global business executives
Advertising and consulting are separate businesses
Company suffered severe losses due to inability to transfer experience, lack of focus, and tainted image
Company
A better business definition
Consequences of incorrect business definition
How management defined the business
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Business Definition
Analytic Consequences of Incorrect Business Definition ()
Business definition must be the starting point of any Bain case because defining a business incorrectly can adversely affect strategic analysis and decision making.
If we define a business incorrectly...
Incorrect