Master classic:Business managementAvenue Authors: Peter Drucker

 

　　ItIn the not so distant past, probably is20Century40In the late 1980s or50Before that time in the early 1990s, was not yet appear today so many new management "astrology" -- downsizing, outsourcing, total quality management, economic value analysis, benchmarking, process reengineering and so on, these tools in any one called a crossbow strength vector. But, in addition to outsourcing and business process reengineering, the design purpose of these tools is nothing but a "new" approach to "old" work, solve is "how to do" problems.

However, managers, especially those who long for a large company successful care managers, but increasingly to face another challenge -- "do what". The following story is already be known to all: a yesterday or super star company, now finds itself business depression, frustration again and again, many obstacles, and even could be facing a doomed crisis. This phenomenon not only America, in Japan, in Germany, in Holland, in France, in Italy, in Sweden, this phenomenon can be found everywhere; in the commercial field outside of the trade unions, government agencies, hospitals, museums and churches are It is often seen., but also occur in these areas the crisis seemed to feel more at a loss.

The fundamental cause of the crisis, not managers to hit things, is not even because they do not do. In fact, in most cases, managers are doing the thing to do, but toil with no gain. So, why will have this strange? Investigate its reason, is the idea of the organization's establishment and management has no longer coincide with reality. And it is these ideas to shape the organization of all acts, governs the organization to do and what not to do, defines the organization believes that meaningful and strive for results. These ideas relate to the market, related to the understanding of customers and competitors and their values and behavior, and relates to the technical and dynamic, involving the company's strengths and weaknesses. These ideas relate to how companies can make money. It is what I say"Way of business"(Theory of the business).

Each organization, regardless of whether or not to engage in business, there must be a business principle, a clear, pursues the principle does not stop, focused and convincing. So this principle and its power of true.L809Years, German politician and scholar Wilhelmer von Humboldt (Wilhelm von Humboldt) in a new education principle under the guidance of University (founded in BerlinUniversity of Berlin). In the Hitler years ago100For many years, his theory has decided the German university education, especially in the areas of academic and scientific research.1870Years, the world's first comprehensive Bank (Deutsche BankDeutsche BankThe founder and first)CEOGeorg Siemens.Georg Siemens), there is a clear management principle -- the enterprise financing, through the development of industry, the time still in the agricultural society be split German unification. It is in this under the guidance of business principle, Deutsche Bank established less than20The years to become financial institutions throughout Europe come first on the list; and, after the two World War, inflation and Hitler's baptism, still can keep the status date. Also in theL9Century70S, Japan Mitsubishi group (Mitsubishi) was founded based on a new operating principle on explicit. Not toL0Years, this principle makes the Mitsubishi in the rise of the Japanese talent showing itself; and within20Years, the principle of the Mitsubishi became some of the first truly multinational enterprises list.

Operating principle can explain such as General Motors (General Motors) andIBMCompany success -- the company in20Century was dominated American economy, it also can explain these companies continue to encounter frustrations. In fact, in the world at present the reason why there is so many successful businesses cachexia, its basic reason lies in the management of their outdated.

 

　　EachWhen a big enterprise, especially a triumphant companies in trouble, they always put the blame on the sluggish, complacent, arrogant, and bureaucracy caused by large institutions. This explanation sounds quite reasonable, but it rarely hit the mark, and few words in fact. The letter does not let us have a look the big America company recently troubled, have a look two so-called "bureaucracy full" typical among them the most attention and most blamed.

Early in the beginning of the invention of the computer,IBMThe company has a firm belief -- the computer will go the same way with the development of electric power.IBMSure but also can prove scientifically: the future of computer in central station. Central station is a function of keeping large mainframe computers can be powerful, terminal user access number. All in all, whether it is economics, information logic, or technology are promptedIBMNo doubt he gets to the conclusion that the. However, in the central station type, information processing system host architecture was created based on the upcoming, invented by the two young men of the first personal computer suddenly killed out. At that time, all of the computer manufacturers believe that the personal computer is a ridiculous thing, because the memory, it does not have the necessary database, speed and computing ability, thus they concluded that the personal computer will be lost. In fact, this conclusion Xerox Co (Xerox). In the early years, when the team has made the first Xerox personal computer. However, computer manufacturers also can not think of how, when the "congenital malformation of the freaks" -- is the first apple computer (AppleMcintosh (is), then the machineMacintosh) -- in the market just one appearance, people not only in love with it, but also really out of pocket.

Throughout history, large companies have refused to accept the reality in its encounters the accident.L888Years, Carl Zeiss Company (Zeiss)CEOAt the sight of Kodak Brownie camera (the new appearanceKodak Brownie) said, "this is just a stupid, short-lived fashion stuff, not three years will disappear." At that time, the German company dominant position in the world of photography equipment on the market like a century laterIBMIn the computer market. In the face of personal computer host, most manufacturers have made the same indifferent reaction. This business can be a long list of AmericaControl DataCompany, Ltd. (universal automatic computerUnivac),BurroughsThe company and theNCRCompany, Europe (Siemens companySiemensNixdorf (), Ltd.Nixdorf),Machines BullCompany and International Computers Limited (ICLHitachi company (Japan)HitachiFujitsu Corporation () andFujitsu).IBMIs the main manufacturing industry overlord, its sales is the sum of all other computer manufacturers sales, Gao Ye the profit record. It can make the same with other computer makers reaction. In fact, it should have the same reaction. But on the contrary,IBMImmediately accepted the reality of personal computer as a newborn thing. Almost overnight,IBMPut those has been proved and the time tested policies and regulations aside, not one but two mutually compete group established to design more simple personal computer. After a few years,IBMThe company has become the world's largest personal computer maker, has become the industry standard setter.

This achievement in the commercial history hitherto unknown, you can't see any bureaucratic, slow or arrogant shadow here. However, although has the incomparable resilience, flexibility and a spirit of humility, a few years laterIBMCompany or in large computer business and personal computer business into a quagmire -- suddenly paralyzed, lost the ability to act decisively, also lost the ability to change.

The case of General Motors is also puzzling.20Century80In the early 1990s, the company's main business -- passenger car manufacturing paralyzed. But in the past few years, GM has acquired two large enterprises: Hughes Electronics (Hughes ElectronicsAnd (Ross Pero)Ross PerotUnder the Eds Company ()Electronic Data Systems). Analysts at the time that the two companies have developed to the saturated state, accusing GM not afterwards, spending money. Who can know the general motors in the short several years, makes a saturated said Eds Company turnover and profit growth of two times.L0Years laterL994Years, Eds Company has a market value of GM paid price6Times, turnover and profits have also reached the originalL0Times as much.

Is GM acquired Hughes Electronics Co Ltd and Eds Company run in the same groove. This is a military monopoly enterprises, large-scale but earn little. GM will be receiving in his long, USA military industry an ulcer qianli. However, in the general motors under the management of military products, the Hughes Co's profit has not decreased, but increased, and became the only one military products successfully entered the large-scale civil engineering field. It is worth mentioning that, for this acquisition accounts or the last the accountants, these people skills in the automotive business,30Years in addition to their effect on GM, never to work in other companies, or to be more specific, they work in the financial sector has never been outside. However, is precisely the way some people made our amazing achievements. In the two M & A case, they have to do is to perform a GM policy, the way and procedure.

This story is not new in GM.80Years ago, the company is in a fit of merger and acquisition tide set up. Since then, one of the core competitiveness of GM is "throwing good money after bad" acquisitions that well run but the saturated state of the enterprise, as the company early in the acquisition of Buick Company,AC Spark PlugThe company and theFisher BodyThe company, then the company into a world class enterprises. In terms of mergers and acquisitions, almost no company can catch up with GM's performance, while general motors is certainly not by virtue of bureaucracy, sluggish in action or arrogance accomplish this great work. However, GM executives how to think those who know nothing at all, a good performance in their business practices, but suffer a big in the company's main business.

 

　　PassMotors andIBMCompany policies, practices and activities, has been effective in the past decades; even in the GM today, when they are used in a new business, the effect is still good. However, these policies, practices and acts on them, and have taken here for business and no longer functions. How do you explain it? This is because the real situation of each enterprise is facing great changes have taken place, and they want to have not the same. In other words, the situation has changed, and the enterprise's road has failed to keep pace.

　　IBMThe company is not the first to make flexible reaction to a personal computer for this class of new things. Prior to this, the company had mutations in a basic strategy.L950Years, when the top of the world in the fields of computerUnivac(universal automatic computer company) demonstrate the multi function computer prototype design, previous computer is single function.IBMThere are two more early computers were made in20Century30In the late 1960s andL946Years, but they can only be astronomical calculation.UnivacLaunch multi function computer prototype,IBMIs developing for the Canadian Arctic sage (Semi-Automatic Ground Environment,SAGE) machine, the function of the machine is only one -- on the enemy early identification. SeeUnivacNew product,IBMThe development of advanced immediately abandoned the original single function machines strategy, make yourself the best engineers immediately began toUnivacTo perfect the structure of the machine, and on this basis to design the first multi-purpose computer can be machinery instead of manual repair.3Years later,IBMThe world's largest computer manufacturer and leading practice circle. The invention of the computer is notIBM, butIBMFlexibility, speed and humble spirit can help it inL950Year ushered in the computer industry.

However, once in theL950Years of adjuvantIBMThe same idea of success,30Years after its failure has become the culprit.20Century70In timeIBMThe company's philosophy, "computer" or50In the computer, rise but personal computer has broken the idea. Mainframe computers and personal computer is no longer as power station and electric oven that can be in a company under the eaves. The power station and electric oven is two kinds of different business, but also have a mutual dependence, complementary relationship. Large computer and personal computer is a bitter enemy. Moreover, their basic definition of information but also conflict with each other: for large mainframe computers, information means that memory; and for the personal computer system without control, information means software. Construction of a power station and electric oven although they must be as independent business operation, but can be owned by the same company entity, like Ge Corp for decades do; and mainframe computers and personal computers are unlikely to live together peacefully in the same entity.

　　IBMThe company tried to combine these two business. Because of the personal computer business to grow the most quickly, companies can not be classified under large mainframe computers, this business, the company won't will optimize the allocation of resources to a large mainframe computer business. At the same time, because of the large mainframe computer services companies are still the reliable source of income, the company is unable to go to all lengths to develop personal computer business. Finally, about the "computer or the computer" view or more straightforward to say, "the computer industry is hardware driven industry" views to be in straitened circumstancesIBMCompany paralyzed.

GM had had more thanIBMManaging the company more competitive, more successful, this principle has created the world's largest, the most profitable manufacturer.7OYears, GM is almost never suffered setbacks, it is unique in the history of business. It is the business principle of "Reticulation" -- ideas about market and customers and about the core competence and organizational structure of ideas together.

Since the last century2OIn the early start, GM will think, America automobile market value is uniform extremely stable, according to the different income groups to subdivision. In this case, the condition "Shang" second-hand resale price is the only management can control the independent variables. The higher up, the trade, the customers will naturally improve their new car purchase level, also is to that kind of cars better buy rate for GM profits. According to the operating principle, manufacturers frequently or significantly change models will only reduce car price.

In the interior of GM, the marketing idea and the production plan is fit, the latter consideration is how to organize the production in order to obtain the maximum market share and the highest profit. In this operating principle, general motors to implement in a very long period of time are in mass production, only in each new model year do minimal modifications. Thus, to achieve maximum uniform format launched each year to market models in quantity, and the fixed cost per vehicle is reduced to a minimum.

Then, GM executives according to assume that these markets and production aspects of organization structure -- set up a semi independent nature of the division, each division is responsible for only one income group. The company also specifically to the division of the highest priced models instead of the adjacent responsible for higher income groups division's lowest priced models overlap. In the second-hand car prices high, this approach is almost forced consumers to buy more high-level car.

In the long7OYears, GM's management principles can carry the world before one. Even in the most difficult world economic depression, GM also unscathed, and constantly in the market gains. However, to the2OCentury7OIn the late 1960s, GM about market and production plan doesn't work. When the market in accordance with the "way of life" into unstable group. One of the many factors income just decided to buy, but is no longer the only factor. At the same time, lean production (1ean manufacturing) created a small scale economy, which makes the adjustment of product model and short-term business in the long-term operation of the uniform standard products, lower cost, higher profit.

General Motors in these situations is not clear, it just can't believe that (GM's unions still do not believe). It is to rely on "patch" to cope with this problem. GM retained income group division division based on the original, but each department has begun to provide a "wealth Xian Yi" models. It also attempts to carry out automation in large-scale, long-term production process, in order to lean against small scale economy. Therefore, it lost about300Billion dollars. GM at the pneumatic, pains, spend lots of money to "patch" approach although perverse, but it will cope with the past. However, these "patch" for customers, dealers and GM's own staff and management confusion. But in the meantime, GM neglected their real market growth -- light trucks and minivans, it is originally a road to be way ahead in the market.

 

　　AfterThe camp principle into3A part. The first is about the idea of the organization environment, including the social and social structure, market, customers and technology.

The second is about the idea of tissue specific mission. Sears Roebuck (Sears,Roebuck and Company) during the first World War and the subsequent mission, will define their own to do USA family bosom purchaser.10Years later, Marks & Spencer (of Great BritainMarks and SpencerThe mission definition) for their: do the first classless retailer to drive the British social change. Also in the first World War and the following years, Att Corporation (AT&TThis definition) their mission: to ensure that the USA every home and business to use the phone. The mission of the organization is not necessarily how magnificent, GM set for their mission is very modest -- became the "land of motor transport equipment" leader, "this is the land of motor transport equipment" is a small Alfred Sloan (Alfred P．Sloan,Jr) is proposed.

Third is the assumption about the core competence necessary to accomplish the mission of the organization. For example, founded in1802Years of West Point (AmericaWest Point), will define their own core competitiveness in order to cultivate the ability to trusted leaders.1930Around the year, Marks & Spencer will define their own core competitiveness as the ability to determine, design and development of commodity marketing, rather than purchasing power.1920Years ago, the Att Corporation will determine their own core competitiveness is to enable the company to the technical leadership steadily lower fees and the continuous improvement of service.

Assumption of environmental decisions an organization to make money the way. Assumption about the mission determines the organization wants to strive for meaningful results, also is the organization hopes to transcend the economic and social fields. Ideas about core competitiveness, determines the organization must be able to maintain a leadership skills.

It all sounds so simple can't simple. However, after years of hard work, unless the thinking and experiment, otherwise very difficult to set a clear, throughout and effective management principle. And every organization cannot do without such a way of business.

Then, a set of effective management principle should accord with what requirements? This requires a total of4A:

　　1At assumption about the environment, the mission and core competitiveness must accord with the objective reality.20Century2OIn, from England (ManchesterManchester)4A young man (on one's uppers, Simon MaxSimon Marks) and his3Brothers in law that ordinary parity shop should become change agents. At that time, the first World War has been deeply shaken the class structure of British society, a large number of new buyers emerged in their pursuit of high quality and inexpensive goods, fashion, for example, women's underwear, women's shirts and socks -- these are the first successful product marks & spencer. Marks & Spencer started to systematically develop their own core competitiveness. These capabilities are marks & Spencer had not once have never heard of. In the past, the retailer's core competitiveness has been the strong purchasing power, and Marks & Spencer is concluded: the customer is a business, rather than manufacturers. Therefore, should be designed and developed by businessmen rather than manufacturers responsible for product, followed by merchants looking for manufacturers to produce according to the design, specification and cost. And spent a total of five to eight years, the new definition of business to spread and be accepted by the traditional product supplier. Prior to this, the suppliers are always regard themselves as the "manufacturer", rather than "subcontractor".

　　2At assumption about the environment, the mission and core competitive ability three aspects must fit each other.The biggest advantage of GM's perhaps lies in this. It is by virtue of the advantages, General Motors has been in a dominant position in the market for decades. The assumption about the market and on the best manufacturing processes can be said with the perfect idea created by nature.20Century20In the mid-1990s, GM to recognize our own need to develop new core competitiveness -- need to have manufacturing process financial control ability and theory, a set of related funds transfer which, GM invented the modern cost accounting method and the first reasonable fund transfer process.

　　3. business principles must be understandable to all members of the organization.When the organization has just started, this is relatively easy to do. But after entering the success of the organization, they gradually began to think the management principle is most probably it did not actually happen things, more and more do not pay attention to. Next, the organization began to become careless and lazy, muddle along; members work together for instant success, not for the right way, only a matter of expediency, not thinking, no doubt, only remember the answers to the questions but forgot the problem itself. So, the business principle of "culture", be culture to substitute standards? The operating principle is the criterion.

　　4. business principle must be constantly test.Operating principle is not engraved on the stone tablet inscriptions, it is not constant. Operating principle is a hypothesis, and is about the social, market, customer, technology of these changing things hypothesis. Therefore, the ability of self innovation must become part of the operating principle of the indispensable.

 

　　ASome operating principle influence is very strong, and can stretch for a long time. However, they are "artificial", can not be open in time, but in this day and age, duration of operation principle almost does not exist. Each operating principle are outdated, the failure of the day. Those who had the same as the cornerstone of support20Century20Operating principle American in large enterprises is such. This is the operating principle of General Motors and Att Corporation,IBMThis is the principle, Deutsche Bank and its "universal bank" is still true today. No time is allowed for explanation., this also is in the rapid disintegration of Japan "Consortium" (Keiretsu) body.

When the operating principle at the end of the first response, almost always self, always love his head buried in the sand, when the right to what did not happen. The second reaction is trying to patch, like20Century80In the early 1980s GM practices, or like today Deutsche Bank did. In fact, the Deutsche Bank for the German company backed by a sudden unexpected crisis, this shows that the management of Deutsche Bank has no longer works. That is to say, Deutsche Bank has been unable to achieve their original intention -- on the modern enterprises to implement effective control.

However, methods of patch has be of no avail. In contrast, when a business principle showed ring like, when we feel those handed down once we grow up with idea has been unable to meet the needs of the times, we should start to re think, re ask: about environment, a mission, a core competence, what assumptions can objectively reflect the current reality?

 

　　TheWhy, asked, then what needs to be done? We need to take preventive measures, that is to say, a mechanism must be established a supervision and inspection of their own business principles in the organization; we need to make the diagnosis as early as possible; we also need to rethink the principle in rigidity, and to take effective action to change policies and practices, only in this way, the new meaning of the organization act in accordance with the new reality, the environment in accordance with the organization's mission, and meet the needs of new culture and core competitiveness.

　　Take preventive measuresPreventive measures are only two. But as long as you persevere, it is enough to make the organization maintain vigilance, and makes it possible to quickly change their and their operating principle. The first measure, I calledDiscard. Every two years, the organization shall, according to each product, each kind of service, each policy, each distribution channel, such a question: if we had not entered these areas, we can enter now? Policies and practices have been adopted by questioning, organizations can force yourself to examine the management principle, force yourself to test the original ideas, force yourself to ask ourselves: why five years ago started look so bright prospects, but now so bleak? Because we made a mistake? Because we do not originally should do? Because we do the things to do is prove futile?

At this time, if not a conscious of the original idea of discarding, organizations will be numerous firms will be trapped, optimal resource waste in shouldn't do or not to do. The results, when new opportunities as the market, technology and core competitiveness changes occur, the organization will develop these opportunities because of the lack of necessary resources, especially because of a lack of talented staff and patients. In other words, when the organization's business philosophy is no longer valid, it will not be able to respond positively to the new opportunities.

Research in the business is second kinds of preventive measures, especially the non customer groups (Noncustomers). A few years ago, walking management aims to understand the truth (within the organizationWalk-around management) is emerging, this management way is important. There are equally important to understand as much as possible customers -- this is perhaps the most rapidly developing fields in information technology. However, the first signs of significant changes in internal or rarely organization own customer base body, they are almost always the first performance in non clientele. After all, the customer is always the customer more than non. The retail giant WAL-MART (Wal-MartThe USA) in the consumer market is the proportion of customersL4%. This has the enviable, but it also means that the consumer goods market and86%People are not WAL-MART customers.

In fact, more recently, the importance of non customers an excellent illustration of nothing else, it is USA Department store. The peak period of development in the department store is about20Years ago, it was in the USA besides food retail market in the proportion of customers30%. The stores are very care about their customers, often do a survey among the customers. However, for the rest of the70%Not their customers who ignore. They can't find a reason to care what should these not their consumers. Assuming business principles of them, who can in the department store to buy things most people are shopping in a department store.50Years ago, this hypothesis is consistent with the reality of the. However, when the baby boomers adult, this argument is no longer available. For this generation of people in the mainstream groups -- women who are educated in the double income family, determinants of price did not choose the shopping place, time is the primary factor, because this generation of women do not have the time to go to the Department store. The department store intentnesses just staring at their customers, so until a few years ago was forced to wake up. But this time, they have is a deserted house., this generation of people want to hold the baby boomers, too late. The Department Store from the painful experience learned a lesson: Although customer orientation (Customer driven) is essential, but for an organization that was not enough, it must be with the market oriented (Market driven).

　　Early diagnosisEarly diagnosis, managers must pay attention to the signs. Reaches a predetermined target, often also is the management of out of date date. Therefore, reach the goal should not be to celebrate the excuse, but should be re thought the opportunity.2OCentury5OIn the mid-1990s, the Att Corporation has completed its mission -- let every family, every enterprise with the phone USA. So, some senior company director proposed to re evaluate the operating principle, the company for example, will have achieved the goal of local call business from developing future business separation; the long-distance telephone services as the new starting point to the global telecommunication field expansion. However, their views ignored. As a result, a few years after the Att Corporation go from bad to worse, and finally by the antitrust action would be snatched from the jaws of death. While antitrust action pass laws to do, is the company's management had refused to take the initiative to do.

Rapid growth is another strong sign organization operation way on the verge of danger. Any organization in the short time scale increases twice or two times, due to its original ideas will no longer apply for development too fast, the scale is too large. Even the Silicon Valley (Silicon Valley) companies recognize that once the size of the company to employees must wear badges, then by everyone go out drinking beer to strengthen communication would be inappropriate. However, the rapid growth of the challenge is deeper ideas, policies and practices. Don't say the growing, is always maintains the steady movement, the organization must also be environmental, mission and core competitiveness problems are reconsidered.

It comes to the organization management of the road no longer works, there are two more obvious signs. One is the unexpected success -- whether it is their own or competition; the second is the unexpected failure, also, no matter their competitors.

When the import of Japanese cars to Detroit (Detroit) the three big automobile group (general, Ford, Chrysler) pushed into a corner, the Chrysler Corporation (Chpysler) has been a complete exceeding one's expectations of success. At that time, Chrysler traditional passenger car business market share is shrinking, shrinking faster than general and Ford (Ford) faster, but its design works -- minivan jeeps and new, sales have rocketed. At that time, occupy the American light truck market big boss status or GM, have no equal in the design and the quality of the products, but the company did not strengthen the light truck production capacity. Mini vans and light trucks today mostly for manned, and in accordance with the traditional statistical rules, they usually are classified as commercial vehicles, rather than a passenger vehicle. The general is the automobile to such a plan. If GM is noted as the strength of A new force suddenly rises. their competitors Chrysler, it maybe earlier know to envision themselves, the relevant market and the core competitiveness is no longer valid. Small freight car and light truck market from the beginning with the income effect has nothing to do, they are rarely affected by second-hand car discount. The most unbelievable is: in the manufacture of light trucks, general motors in theL5Years ago already quite close to what we today call "lean production".

Exceeding one's expectations of failure and success as exceeding one's expectations, are ill, should be taken seriously, as should seriously treat a60The first heart attack "old age mild attack".60Years ago, when the world recession, Sears concluded that the automobile insurance has become a "accessories", rather than financial products, thus believe that sales of automobile insurance is in line with their "become USA family bosom buyer" the mission. Everyone thought Sears was crazy, but, almost immediately, the automobile insurance has become Sears's most profitable business. When20Years, that is20Century50Time, Sears concluded that the diamond ring has become a necessity rather than a luxury, so the company has become the world's largest (probably the profit the most abundant) diamond retailers. According to this logic,L981Years, Sears concluded that investment products (Investment products) has become American family consumer goods, so the acquisition of Dean Witter (Dean Witter), and the office moved into Sears's shop. But this decision has brought it to a disaster. American the public clearly does not think his financial needs is the "consumer goods". When Sears finally gave up this approach, and the Dean Witter moved out of the company as an independent business, Dean Witter immediately grow sturdily.L992Years, Sears Dean Witter sale, received considerable profit.

If Sears can see it "USA family investment supplier" dream will ruin in its business principle, not a mistake, it can still rule the roost in their own market70Began in the restructuring and repositioning, rather than wait for theL0Years after doing this thing; it will be in the acquisition of Dean Witter failed, likeJ.C.Penny (J.C．Penney) and several other rivals immediately to the market homogeneity this whole concept question, regardless of whether the concept of Is it right? Themselves and other large retailers over the years the strategic foundation.

　　PrescriptionFor many years, we have been looking for the hand-held wand miracle worker, hoping he will be patient Gaohuangshu organization "point" to profit. However, create, maintain and restore a set of management principles, doesn't have to be Gen Gi Khan or Da Vinci that such a genius when leadership. What we need is not a genius, is diligent; not clever, is consciousness. This is theCEOHave money for.

There is individualCEOSuccessfully changed their own business management company. Merck Co.Merck)CEOBy focusing on research and development of high profits, a breakthrough patented drugs, the company built the world's most successful pharmaceutical enterprises. Later, theCEOBuying large dealers a generic drugs and generic drugs, the operating principle, fundamentally change. When he took this approach, there is no "dangerous" to emerge, and the Merck Co's performance looks very good. Coincidentally, a few years ago, the world's leading consumer electronics manufacturers Sony Corp (SonyNew postCEO, also changed the operating principle of company. He bought the Hollywood (Hollywood) a film company, and by virtue of this acquisition, the enterprise foothold from seeking hardware of software manufacturer into software producers can create hardware market demand.

However, in addition to these saintsCEOAlso, there are many talentedCEOTheir business has teeter. We don't expect a miracle worker cure, still less can we expect them to operating principle outdated make the dead come back to life. When people with these is regarded as a miracle worker when people talk, they will always strongly denied by charisma, vision, or what miraculous power. They say he is starting from the diagnosis and analysis. They believe that, once they reach a target or rapid growth, you must think seriously about the operating principle. They are not the contrary to expectation failure just as an accident, nor the failure is only as a subordinate is not competent for the work results, but take it as "threatened system failure". At the same time, they never successfully proud contrary to expectation, but take it as to their original ideas challenge.

They also believe, aging management principle is indeed a life threatening disease. They understand and believe the surgeon that be able to withstand heavy battering principle, which is about the effective decision of the oldest admonition: lesions not pull delay, and self-healing, but tomorrow must break soon, to nip in the bud.

　　"(Harvard Business Review",2004-1. Management of network resourcesWww.earm.cn/Tian Chengjie2011-3-19Arrangement.

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　　Peter Drucker, known as the master of masters, the father of modern management. It is because of him, scientific management gradually change to a new way of thinking. Drucker thinks that the administration is philosophy, he did not go to the specific analysis of the management task but to find the general principles of various management tasks. In its management idea, management is reduced to a series of general task. In his view the goal is more important than function, for which he created the concept of management by objectives. This is Drucker in the "Harvard Business Review" published article31Article.