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8/8/2019 Creativitatea-cap.2 Inovarea i Strategia ntreprinderii
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2
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ILQDQFLDUHWHKQRORJLFHUHOD LRQDOH care vor angaja firma pe termen lung, cu scopul de a-i conferiXQDYDQWDMFRQFXUHQ LDOGHFLVLYGXUDELOLSRVLELOGHDS UDW
Strategia UHSUH]LQW DOHJHUHDGRPHQLLORUGHDFWLYLWDWHvQFDUHvQWUHSULQGHUHDvQ HOHJHV ILH
SUH]HQW LDORFDUHD UHVXUVHORU DVWIHO vQFkWHD V VH PHQ LQ LV VH GH]YROWH (n acele domenii
alese).
6H GHILQHWH domeniul de activitate,FDUHHVWHXQLWDWHDHOHPHQWDU YL]DW GHRVWUDWHJLHFDfiind DQVDPEOXODFWLYLW LORUXQHLvQWUHSULQGHUL FDUHSUH]LQW HOHPHQWHVLPLODUHvQ FHHDFHSULYHVFUHVXUVHOH L FRPSHWHQ HOH L FDUH DX DQVH GH VXFFHV FRPXQH. Fiecare din domenii va avea o
VWUDWHJLHSHQWUXFDUHVHYRUXUP ULHOHPHQWH nivelul de angajare n domeniu; RELHFWLYHOHLFOLHQWHODYL]DW DOHJHUHDHOHPHQWHORUGHDYDQWDMFRQFXUHQ LDO tehnologiile folosite; integrarea veUWLFDO PRGXOGHGH]YROWDUHDOLDQ HSRVLELOH LQWHUFRQH[LXQLOHFXDOWHDFWLYLW LVWUDWHJLFHDOHvQWUHSULQGHULL
(OHPHQWHOHFDUHGHWHUPLQ SR]L LRQDUHDVWUDWHJLF DvQWUHSULQGHULLVXQW *DPDGHSURGXVHSHFDUHRUHDOL]HD] 3LD DVDXSLH HOHYL]DW (e); 0RGXOGHGLVWULEX LHLGHFRPHUFLDOL]DUHDSURGXVHORU 9ROXPXOYkQ] ULORU Tehnologiile folosite; $FWLYLWDWHD5'LDFKL]L LLOHGHWHKQRORJLH Sistemul financiar-contabil.
,129$5($,675$7(*,$NTREPRINDERII
2.1. (OHPHQWH GHILQLWRULL SHQWUX DYDQWDMXO FRQFXUHQ LDO DOntreprinderii
2.2. Strategiile firmei2.3. Strategiile tehnologice2.4. 3R]L LRQDUHDVWUDWHJLF DvQWUHSULQGHULL
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Fig. 2.3.2-2. Bonzai-ul firmei Toray.
Folosind baza, se pot uOWHULRUGH]YROWDDOWHSURGXVHXLWLO] QGWHKQRORJLLGLQDFHHDLIDPLOLHn jurul unuipivot de diversificare (V.Beretta, Politique et strategie d'entreprise, Ed.d'Org. 1985):
Fig. 2.3.2-3 Utilizarea
pivotului pentru diversificarea
produselor.
Fig. 2.3.2-4. Axele de
OHJ WXU vQWUH IXQF LLOHvQWUHSULQGHULL L WLSXULOH GHLQRYD LLSHFDUHOHGHWHUPLQ
,QRYDUHDGHSURFHV2SWLPL]DUHDILQDQ ULLSURGXF LHL 2SWLPL]DUHD SURGXVHORU L DUH HOHOHORU GH GLVWULEX LH 2SWLPL]DUHDsistemului de organizare a ntreprinderii. 5.
2SWLPL]DUHD vQFDGU ULL L IXQF LRQ ULLserviciului R & D. 6. Autogestiune,
cointeresarea personalului firmei. 7. Formarea,optimizarea personalului din aval. 8. Metode
noi de gestiune financiar - FRQWDELO 0HWRGH QRL GH VXV LQHUH D YkQ] ULORU Inovarea de produs.
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Elementul distinctiv Exemple de element distinctiv ([HPSOXGHILUP
Resurse umane )RUPDUHDLYDORULILFDUHDUHVXU selorumane
IBM
R & D -FDSDFLWDWHDGHDU VSXQGHIRDUWHrapid unor noi cereri ale clientelei
- capacitatea de a dezvolta produse cu
totul noi
- capacitatea de a crea noi servicii.
BENETTON
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Proiectare Originalitatea designului APPLE
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Marketing &UHHUHDXQHLLPDJLQLGHPDUF PROCTER & GAMBLEService Asigurarea unui service complet n Romnia, XEROX
Exemple.
)LUPD%2(,1*DLPSXVWUDQVSRUWXODHULDQFLYLOIRORVLQGDYLRDQHFXUHDF LHRGDW FXPRGHOXOGHDWXQFLDUHXLWSHUPDQHQWV VHPHQ LQ vQIUXQWHGDUSULPXODYLRQGHSDVDJHULFXUHDF ie aIRVWSURGXVGHILUPDHQJOH] %2$&DFHDVWDQXDUHXLWV VHLPSXQ GDWRULW XQRUSUREOHPHOHJDWHGHRERVHDODPHWDOXOXLFDUHDXFRQGXVODDFFLGHQWH%RHLQJDOXDWDFHVWHHOHPHQWHvQFRQVLGHUD LHLDavut succes, deci tot o strategie "n spate" a apOLFDWFHOSX LQODvQFHSXW
0LQROWDFDUHGH LQHDSHSLD DDPHULFDQ VXEGLQSRQGHUHDIRVWSULPDFDUHDLQWURGXVvQ1985, sistemul autofocus, care i-DSHUPLVV GH LQ vQGLQSLD vQGHWULPHQWXOOXL&DQRQcare a trecut de la 40 % la 2DYDQWDMSHFDUHDUHXLWV L-OS VWUH]HDSRL
Philips a fost primul care a lansat compact-GLVFXOGDUD IRVWGHS LWXOWHULRUGH FHLFH DXIRORVLW SROLWLFD vQ VSDWH 6RQ\ L 0DWVKXVKLWD 7RW R SROLWLF vQ VSDWH D DGRSWDW L ,%0 ODcalculatoarele SHUVRQDOH GDU IRU D VD L-D SHUPLV V VH LPSXQ vQ ID D OXL $SSOH L V FUHH]Hstandardul cel mai utilizat azi, PC-ul.