COMMERCE 4KF3 Lecture Notes - Executive Sponsor, Brainstorming, White Elephant
Document Summary
Problem: a discrepancy (or gap) between some current state of affairs and some desired state of affairs. Where you are vs. where you want to be. The rational decision making process: define the problem, identify the decision criteria, allocate weights to the criteria, develop the alternatives, evaluate the alternatives, select the best alternative. Strategic thinking involves three steps: where are we now, where do we want to be, how do we get there? (de culver, 2000, page 7) Focus on customer instead of market: strategy highlights what is really important for an organization. Overemphasizing technology: technology is a tool but it is not a solution. Focusing on wrong customers: apple vs. rim. Searching for perfection: avoid losing sight of goals. Pest analysis: political, economic, social, technological. Industry analysis: no specific process, newspapers, financial reports and strategic statements, bloomberg, corporate websites, see what your competitors are doing. Company analysis: financial health and social health, market research and surveys.
