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CHNG 6. CHIN LC CNG TY: HI NHP DC, A DNG HO CC CHIN LC LIN MINH
CHNG 6. CHIN LC CNG TY: HI NHP DC, A DNG HO CC CHIN LC LIN MINH KHI QUT Tp trung vo mt lnh vc kinh doanh n l Hi nhp dc To gi tr thng qua hi nhp dc Bt li ca hi nhp dc Chi ph qun l v cc hn ch ca hi nhp dc CC PHNG N HI NHP DC Cc hp ng ngn hn v u gi cnh tranh Cc lin minh chin lc v hp ng di hn Thit lp cc mi lin h hp tc di hn Khai thc ngun bn ngoi chin lc v cng ty o. A DNG HA To gi tr thng qua a dng ha Chi ph qun l v gii hn ca a dng ho Tht bi ca a dng ho a dng ho lin quan v khng lin quan CC LIN MINH CHIN LC

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KHI QUT Chin lc cp cng ty ch yu nhm tm kim lnh vc kinh doanh m cng ty c th tham gia cc i ha kh nng sinh li di hn. Mi cng ty c th c nhiu la chn v lnh vc kinh doanh tham gia cnh tranh. Tt nhin, iu c ngha l n c th chn ch tp trung vo mt lnh vc kinh doanh; hoc c th a dng vo mt s lnh vc kinh doanh khc nhau; v trong chui gi tr n cng c th hi nhp dc ngc chiu t sn xut cc u vo cho mnh hay xui chiu pht tn cc u ra. Nu cng ty chn a dng ho vt ra khi mt ngnh n l v vn hnh kinh doanh trong nhiu ngnh, ngha l n phi s dng chin lc a dng ho cp cng ty. Chin lc a dng ho cp cng ty cho php s dng cc nng lc ct li ca n theo ui cc c hi t mi trng bn ngoi.1 c bit, trong trng hp s hi t gia cc ngnh ny ang to ra mt c hi cn phi s dng n chin lc a dng ho. Cc chin lc a dng ho ang ng vai tr quan trng trong cc cng ty ln.2 Trong cng ty a dng ho s tn ti hai cp chin lc tch bch, l: chin lc kinh doanh (hay chin lc cnh tranh) v chin lc cng ty (cp ton cng ty). Mi n v kinh doanh trong cng ty a dng ho chn mt chin lc kinh doanh nh l cch thc cnh tranh ca n trong mt th trng - sn phm nht nh. Chin lc cp cng ty tr li hai cu hi then cht, l, (1)cng ty gm cc hot ng kinh doanh no v (2) cng ty s qun l cc hot ng kinh doanh ra sao. Nh vy, chin lc cp cng ty xc nh cc hnh ng m cng ty thc hin nhm ginh li th cnh tranh bng cch la chn, qun tr mt nhm cc hot ng kinh doanh khc nhau cnh tranh trong mt s ngnh v th trng sn phm. Trong mi trng cnh tranh ton cu hin nay, cc nh qun tr cp cao nn xem cng ty ca h nh l mt t hp cc nng lc ct li, khi h la chn cc n v kinh doanh mi v quyt nh cch thc qun tr chng. V mt l lun, v thc tin chin lc cp cng ty c th gip cng ty to ra thu nhp trn trung bnh bng vic sng to gi tr tng thm. Gi tr ca mt chin lc cp cng ty c xc nh bi mc sinh li ca t hp cc n v kinh doanh di s qun l ca cng ty so vi vic chng c th tn ti trong cc hnh thc s hu khc.3 Ngha l, chin lc cng ty hu hiu lm cho tng th cc n v kinh doanh c c thu nhp tng hp vt qu nhng g m n c th lm nu khng c chin lc, n gp phn lm tng kh nng cnh tranh chin lc ca cng ty, v em li cho cng ty thu nhp trn trung bnh.4

W. P.Wan & R. E. Hoskisson, 2003, Home country environments, corporate diversification strategies and firm performance, Academy of Management Journal, 46: 2745; 2 E. H. Bowman & C. E. Helfat, 2001, Does corporate strategy matter? Strategic Management Journal, 22: 123 3 A. Campbell, M. Goold, & M. Alexander, 1995, Corporate strategy:The question for parenting advantage, Harvard Business Review, 73(2): 120132. 4 M. Goold & A. Campbell, 2002,Parenting in complex structures, Long Range Planning, 35(3): 219243; J. B. Barney, 2002, Gaining and Sustaining Competitive Advantage, 2nd ed.,Upper Saddle River, NJ: Prentice-Hal

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Chin lc a dng ho sn phm cp cng ty quan tm n phm vi cc ngnh, cc th trng h s tham gia cnh tranh, chng hn, cch thc m cc nh qun tr mua, to lp v bn cc n v kinh doanh khc nhau lm cho cc k nng v sc mnh ca cng ty ph hp vi cc c hi hin hu. Vi hi vng a dng ho thnh cng gip lm gim s bin ng kh nng sinh li ca cng ty nh thu nhp to ra cc n v kinh doanh khc nhau. Do cc chi ph lin quan n pht trin v kim sot khi a dng ho, nn mt cch l tng, t hp cc n v kinh doanh phi lm cn bng cc chi ph v li ch ca a dng ho. V d, ngy cng nhiu cc cng ty ca " nn kinh t truyn thng" a dng ho vo cc lnh vc kinh doanh Internet v thng mi in t vi mong mun pht trin mt t hp cn i thch hp. a dng ho i hi phi c cc chin lc cp cng ty hay chin lc a doanh. Cc chin lc a doanh thng gn cng ty vi nhiu mi trng ngnh v th trng sn phm khc nhau, v i hi cc cu trc t chc c o. L gc ang thnh hnh v a dng ho gi ra cho doanh nghip nn a dng vo cc th thng mi khi d tha ngun lc, kh nng, v nng lc ct li lm tng cng dng sng to gi tr. Kh nng thnh cng chin lc s tng ln khi cc nh qun tr cp cng ty xc nhn rng cng ty d tha cc ngun lc, kh nng v nng lc ct li sng to gi tr trc khi la chn v n lc thc hin chin lc cp cng ty.5 6.1. Tp trung vo mt lnh vc kinh doanh n l Vi nhiu cng ty, h li nh ra rng chin lc thch hp nht vi mnh li khng phi l mt chin lc hi nhp hay a dng ha. Thnh cng i vi h l ch tp trung cnh tranh mnh m trong phm vi mt lnh vc kinh doanh n l (mt ngnh hay th trng n l). V d McDonalds tp trung vo lnh vc thc n nhanh, Coca-Cola tp trung vo nc gii kht, Sear tp trung vo bch ha bn l. iu th v l c Coca-cola v Sear cng c mt thi theo ui cc chin lc a dng ha. Coca-Cola trc kia s hu Columbia Pictures v mt hot ng kinh doanh ch bin ru; Sear th s hu Allstate Insurance, Caldwell Banker (mt hot ng kinh doanh bt ng sn), v Dean Witter (mt doanh nghip dch v ti chnh). Tuy nhin, h sm nhn ra rng a dng ha gy ra lng ph ch khng gip h to gi tr, cui cng, h buc phi loi b bt cc hot ng kinh doanh ca mnh, quay li tp trung vo mt hot ng n l. u im ca chin lc tp trung vo mt lnh vc kinh doanh l gip cng ty c th tp trung cc ngun lc vt cht, cng ngh, ti chnh, qun tr v cc nng lc cnh tranh ca mnh cnh tranh thng li trn mt lnh vc. Chin lc ny c th rt quan trng trong cc ngnh tng trng nhanh, bi cng ty cn tp trung mnh cc ngun lc, cng l ni s em li nhun di hn rt cao, nu thit lp v duy tr c li th cnh tranh mnh m. Khng ch c cc cng ty tng trng nhanh c li nh tp trung cc ngun lc v nng lc ca mnh vo mt hot ng kinh doanh. Mt s cng ty a dng ha hot ng trong cc ngnh bo ha, h c th cm thy ngun lc khan him ca mnh b dn tri qu mng cho nhiu hot ng, v gim hiu sut l hu qu kh trnh khi. a dng ha ca Sear sang cc dch v ti chnh v

T. J. Waite, 2002, "Stick to the coreor go for more?" Harvard Business Review, 80(2): 3141.

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bt ng sn l mt bng chng v vic lm phn tn s ch ca cc nh qun tr cp cao khi hot ng kinh doanh bn l vn l ct li ca n, chnh iu ny lm gim kh nng sinh li trong hot ng bn l. Cn vi Coca-Cola phi vn hnh mt hot ng kinh doanh gii tr nh Columbia Pictures cng lm phn tn s quan tm ca cc nh qun tr cp cao khi lnh vc kinh doanh ct li l nc gii kht. Trong nhng trng hp nh vy vic ct gim bt cc hot ng tp trung vo hot ng ct li l cch lm khn ngoan. Li th khc ca vic tp trung vo mt hot ng kinh doanh n l, l, cng ty s gn cht hn vo cng vic ca mnh. Ngha l cng ty nn hng vo lm iu m bn thn n hiu bit tt nht. iu gip cng ty trnh c sai lm khi a dng ha vo cc ngnh m n t hiu bit v ni m cc ngun lc v nng lc ca n t c gi tr. V d, nm 1991, cng ty in t tiu dng Matsushita mua li nhm nhc v phim MCA ca M. Tuy nhin, cc nh qun tr c kinh nghim ca Masushita nhn thc ngay rng h bit rt t v c lnh vc kinh doanh nhc ln phim. Nhng c gng vng v ca Matsushita xy dng chin lc hng dn cho cc nh qun tr cp cao ca MCA tr nn quan liu xa ri thc t. Mt s cc nh qun tr ca MCA ri khi cng ty; mt s khc li gn nh l ni lon, b qua nhng c gng can thip vo vn hnh MCA ca nhng iu hnh ngi Nht. iu ny chng t rng s rt nguy him nu chng ta trong mt lnh vc kinh doanh m mt trong nhng yu t thnh cng l ti sn con ngi. Matsushita ngay lp tc t thy rng h ang c gng sa cha cc vn qun tr trong mt ngnh kinh doanh m h thiu hiu bit. Nm 1995, n loi b MCA, tha nhn h tng mc phi mt li lm t gi. (theo bo co ca Matsushita n b l 2 t USD). Tuy nhin, vic tp trung vo ch mt ngnh kinh doanh cng c nhng bt li. Thc t cho thy, trong chng mc no , hi nhp dc l cn thit to gi tr v thit lp mt li th cnh tranh lin quan n hot ng kinh doanh ct li. Hn na, cc cng ty ch tp trung vo mt hot ng kinh doanh n l c th b mt cc c hi to gi tr v sinh ra li nhun cao hn nh a cc ngun lc v nng lc ca cng ty sang cc hot ng khc. 6.2. Hi nhp dc Chin lc hi nhp dc ngha l cng ty ang sn xut cc u vo cho chnh mnh (Hi nhp v pha sau, hay ngc chiu) hoc pht tn cc u ra ca chnh mnh (hi nhp v trc hay xui chiu). Mt cng ty thp m cung cp cho nhu cu qung st ca n t ngun qung st ca chnh cng ty l minh ha cho s hi nhp dc ngc chiu. Hnh 6-1, ch ra bn giai on chnh trong chui sn xut t nguyn liu n vt liu v ngi tiu dng. Nu mt cng ty c hot ng c bn giai on lp rp, hi nhp ngc chiu ngha l n dch chuyn n hot ng ch to trung gian v sn xut nguyn vt liu. Hi nhp xui chiu c ngha l dch chuyn n hot ng phn phi. Trong mi giai on ca chui l mt bc gia tng gi tr vo sn phm. iu c ngha l mi cng ty mt giai on ly sn phm c sn xut giai on trc v chuyn ha n theo nhng cch thc nht nh lm tng gi tr ri sau chuyn n cc cng ty giai on sau trong chui v sau rt l n ngi tiu dng cui cng. Hnh 6-1: Chui cung cp in hnh

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Nguyn liu

Nh

ch

to

Lp rp

Phn phi

Ngi

tiu

dng

trung gian

cui cng

Chng hy xem xt chui sn xut trong ngnh my tnh c nhn, c minh ha trong hnh 6-2. Trong ngnh ny, cc cng ty cung cp nguyn vt liu bao gm gm c bit, ha cht v kim loi nh Kyocera ca Nht, cng ty sn xut cht nn gm (ceramic) cho cc bn dn. Cc cng ty ny bn cc u ra ca mnh cho cc nh ch to sn phm trung gian. Cc nh ch to trung gian bao gm Seagate, v Micron Technology, chuyn ha cc vt liu gm, ha cht v kim loi m h mua v thnh cc chi tit, b phn cho my tnh cc nhn nh cc b vi x l, chp b nh, hay cc a cng. Trong qu trnh , h gia tng gi tr vo cc nguyn vt liu m h mua sm. Cc b phn ny sau c bn ti cc cng ty lp rp nh Apple, Dell, Compaq, h s dng cc b phn v chuyn thnh cc my tnh c nhn, - l qu trnh cc nh lp rp gia tng gi tr vo cc chi tit b phn h mua v. Phn ln cc my tnh hon chnh sau c bn cho cc nh phn phi nh Office Max v Computer World hoc ti cc nh bn l bn cho cc khch hng cui cng. Cc nh phn phi cng gia tng gi tr vo sn phm bng cch lm cho n c th s dng i vi khch hng v bng vic cung cp cc dch v h tr. Nh vy, gi tr c gia tng ti mi giai on trong chui t nguyn vt liu n khch hng. Theo cch ny, hi nhp dc chnh l cch m cc cng ty chn cnh tranh trong cc giai on ca chui t nguyn vt liu n khch hng. Vi ngnh my tnh c nhn, hu ht cc cng ty khng hi nhp vo cc giai on lin tip. Tuy nhin, cng c mt s ngoi l. Intel hot ng trong c hai giai on ch to trung gian v giai on lp rp ca ngnh. N chnh l mt cng ty hi nhp dc, bi n khng ch sn xut cc b vi x l v cc con chp cho my tnh c nhn m cn lp rp cc my tnh c nhn cho cc cng ty di tha thun ch to thit b nguyn gc (OEM Original Equipment Manafacturer) cho cng ty xui chiu t nhn hiu cho n l Intel PC. Bn cnh hi nhp xui chiu v ngc chiu, cng c th phn bit gia hi nhp ton b v hi nhp hnh chp (xem hnh 6-3). Mt cng ty hi nhp hon ton khi n pht tn ton b u ra ca qua cc hot ng n s hu. Hi nhp hnh chp khi cng ty mua t cc nh cung cp c lp thm vo vi vic cung cp ca chnh cng ty, hay khi n pht tn cc u ra ca mnh ti cc u mi c lp thm vo vi cc u mi ca chnh cng ty. Li th ca hi nhp hnh chp so vi hi nhp hon ton c tho lun phn sau. Hnh 6-2: Chui sn xut trong ngnh my tnh c nhn

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Nguyn liu

Nh ch to trung gian V d: In tel Seagate Micron Technology

Lp rp

Phn phi

Ngi

tiu

dng

cui cng V d: Aple Compaq Dell V d: Computer World Office Max

V d: Dow Chemical Union Carbide Kyocera

Bn cnh hi nhp xui chiu v ngc chiu, cng c th phn bit gia hi nhp ton b v hi nhp hnh chp (xem hnh 6-3). Mt cng ty hi nhp hon ton khi n pht tn ton b u ra ca qua cc hot ng n s hu. Hi nhp hnh chp khi cng ty mua t cc nh cung cp c lp thm vo vi vic cung cp ca chnh cng ty, hay khi n pht tn cc u ra ca mnh ti cc u mi c lp thm vo vi cc u mi ca chnh cng ty. Li th ca hi nhp hnh chp so vi hi nhp hon ton c tho lun phn sau. Hnh 6-3: Hi nhp hnh chp

Nh cung cp

Khch hng

Nh cp

cung

Khch hng

6.2.1. To gi tr thng qua hi nhp dc Mt cng ty theo ui hi nhp dc thng xut pht t mong mun tng cng v th cnh tranh ca hot ng kinh doanh nguyn thy hay ct li. L do cng ty theo ui chin lc hi nhp l: (1) Cho php cng ty to lp cc ro cn vi cc i th cnh tranh mi,

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(2) Thc y u t vo cc ti sn chuyn mn ha nng cao hiu qu, (3) Bo v cht lng, (4) Lm cho vic lp k hoch c ci thin. To lp cc ro cn nhp cuc S dng chin lc hi nhp dc ngc chiu kim sot cc ngun u vo ch yu hay hi nhp dc xui chiu kim sot cc knh phn phi, cng ty c th to ra cc ro cn nhp cuc i vi cc i th mi vo ngnh ca n. Chin lc hi nhp vi mc thch hp s gii hn s cnh tranh trong ngnh, do cho php cng ty i hi mc gi cao hn v to ra li nhun ln hn so vi cc iu kin khc. hiu c lun c ny chng ta xem xt mt v d ni ting t nhng nm 1930 v chin lc nh vy. Vo lc by gi, Alcoa v Alcan ang dn u ngnh luyn nhm thng mi. Nhm vn c pht sinh t qung b xt. Mc d b xt l mt qung c hm lng nhm thp n khng c ngha thng mi trong vic khai thc v luyn nhm. Trong nhng nm1930, mi ch pht hin c mt lng ln trm tch b xt c hm lng nhm m bo luyn nhm thng mi. Trm tch ny o Ca ri b thuc Jamaica. Alcoa v Alcan hi nhp dc ngc chiu v mua quyn s hu lp trm tch ny. Hnh ng to ra mt ro cn thm nhp vo ngnh nhm. Cc i th cnh tranh tim tng b ngn cn bi h khng c cch no c c qung b xt cht lng cao, tt c thuc quyn s hu ca Alcoa v Alcan. Nu buc phi s dng b xt cht lng thp, cc i th t thy rng nu thm nhp ngnh s chu bt li v chi ph. Tnh th ny tip tc duy tr cho n nhng nm 1950 khi ngi ta tm ra trm tch b xt cht lng cao mi Australia v Indonesia. Trong nhng nm 1970 v 1980, trong ngnh my tnh c nhn, IBM v Digital Equipment cng theo ui chin lc hi nhp dc tng t nh vy. Cc cng ty ny ch to cc b phn chnh ca my tnh nh b vi x l, chp nh, thit k v lp rp my tnh, sn xut phn mm chy trn my tnh, bn sn phm cui cng trc tip n ngi s dng. Ban u tnh hp l ca chin lc ny ch nhiu b phn then cht v phn mm s dng trong my tnh cha ng yu t c quyn. Cc cng ty ny lp lun rng bng vic to ra cng ngh c quyn h c th hn ch s tip cn ca i th do to ra nhng ro cn nhp cuc. Do , khi IBM a ra h thng my tnh c nhn PS/2 gia nhng nm 1980, n thng bo rng cc b cu thnh c tch hp cng ngh c quyn c sn xut bi IBM. Chin lc ny vn hnh tt t nhng nm 1960 n u nhng nm 1980, sau n tht bi, c bit trong ngnh my tnh c nhn v phn on my ch. Vo u nhng nm 1990, nhng ngi thc hin km nht trong ngnh my tnh, li chnh l nhng cng ty theo ui chin lc hi nhp dc nh IBM v Digital Equipment. Ti sao nh vy. iu ny c gii thch bng vic p dng cc tiu chun m v phn cng v phn mm my tnh lm v hiu ho cc li th ca cc cng ty my tnh ang hi nhp dc rng ri. Hn na, cc cng ty my tnh c nhn nh Dell v Compaq thy rng h c th c th nhanh chng gi bn quyn k thut v lm ging ht cc

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chi tit c tnh c quyn m cc cng ty nh IBM tng lm v th l h nhanh chng ph v ro cn nhp cuc ny. Thc y u t vo cc ti sn chuyn mn ha Mt ti sn chuyn mn ha l ti sn c thit k thc hin mt nhim v c th v gi tr ca n s gim ng k nu s dng vo cc nhim v khc. Ti sn chuyn mn ha c th l mt chi tit my c s dng rt chuyn bit, hoc c th l mt b quyt, k nng m mt cng ty hay mt c nhn c c thng qua hun luyn v tri nghim. Cc cng ty (v cc c nhn) u t vo ti sn chuyn mn ha, bi v, iu cho php h h thp chi ph ca s sng to gi tr v/hoc to ra s khc bit r rng hn gia sn phm ca h v ca i th cnh tranh, do , d dng nh gi cao hn. Mi cng ty u t vo thit b chuyn mn ha v n mun h thp chi ph ch to, tng cht lng hoc n c th u t vo pht trin kin thc cng ngh chuyn mn ha cao nh pht trin sn phm tt hn i th. Do vy, chuyn mn ha c th l c s t c li th cnh tranh cp n v kinh doanh. Mt khc, nhng cng ty nh vy c th gp kh khn khi phi thuyt phc cc cng ty khc cc giai on k tip trong chui sn xut t nguyn vt liu n ngi tiu dng u t cc ti sn chuyn mn ha. thc hin tnh kinh t lin quan vi cc u t nh vy, cng ty phi hi nhp dc vo cc giai on k cn v t mnh u t. V d, chng ta hy tng tng Ford pht trin b ch ha kh mi c thit k c o cht lng cao, hiu sut cao. B ch ha kh lm tng hiu qu nhin liu, t s gip to s khc bit gia t ca Ford v cc i th, v Ford c c mt li th cnh tranh. Ford phi quyt nh c c quyn v b ch ha kh (hi nhp dc) hay hp ng ch to vi mt nh cung cp c lp (mua t bn ngoi). Vic ch to cc b ch ha kh ny yu cu u t ln vo cc thit b m ch s dng cho mc tiu ny. Do tnh c o ca thit k, thit b khng th s dng ch to loi ch ha kh khc ca Ford hay ca bt k hng sn xut t no khc. Nh vy, u t vo thit b ny chnh l u t vo cc ti sn chuyn mn ha. Mt nh cung cp c lp no m Ford yu cu u t vo ti sn nh vy c th lp lun rng nu n lm theo yu cu n s tr nn ph thuc vo Ford, bi v ch c Ford l khch hng s dng cc u ra ca thit b ny. Nh cung cp cm nhn rng tnh th ny, h t t Ford vo a v c quyn lc v thng lng v lo ngi Ford c th s dng tnh th ny chn p gim gi cho cc b ch ha kh. Ri ro khin nh cung cp khng mun u t vo thit b chuyn mn ha. Ngc li, chnh Ford cng cm thy s s ph thuc qu mc. N c th lp lun rng vic k hp ng sn xut cc b ch ha kh vi mt nh cung cp c lp khin n phi ph thuc vo nh cung cp v mt loi u vo c ngha sng cn. Do cc thit b chuyn mn ha sn xut b ch ha kh, Ford s khng th d dng chuyn vic t hng ti cc nh cung cp khc, n gin l v h khng c cc thit b . Ford nhn thy hnh nh iu ny ang lm tng thm kh nng thng lng cho nh cung cp v lo ngi rng nh cung cp c th s dng sc mnh thng lng y yu cu gi cao hn.

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S ph thuc ln nhau do u t vo ti sn chuyn mn ha, khin Ford s hp ng vi bn ngoi cn nh cung cp li s thc hin cc u t nh vy. Thc cht ca vn chnh l s thiu tin tng. C Ford ln nh cung cp u khng hon ton tin tng vo s trung thc trong tr chi ny. S thiu tin tng sinh ra t ri ro v s b tc, l vic ginh li th bi mt bn i tc kinh doanh sau khi vic u t vo cc ti sn chuyn mn ha c thc hin. V ri ro ny, Ford c th cho rng con ng an ton nht c cc b ch ha kh ny l phi t mnh ch to. T v d trn thy rng t c mt li th cnh tranh nh u t vo mt ti sn chuyn mn ha ri trao i vi cc cng ty khc, ri ro b tc l mt s cn tr v khng th thc hin u t. Trong cc trng hp nh vy, tim nng cnh tranh c c t chuyn mn ha s bin mt. phng s bin mt , cc cng ty s hi nhp dc theo cc giai on lin tip trong chui gi tr. Bo v cht lng sn phm Hi nhp dc cn c l do l bo v cht lng. Hi nhp dc cho php cng ty tr thnh mt ngi ng vai tr to khc bit trong ngnh kinh doanh ct li. Ngnh sn xut chui l mt minh ha cho vn ny. V mt lch s, cc cng ty nhp khu chui M phi i mt vi s bin i cht lng chui nhp t chu M khi th qu chn khi th cha chn. gii quyt vn ny, cc cng ty thc phm ca M, nh General Food, hi nhp dc ngc chiu c th kim sot cc ngun cung. Kt qu l h c th phn phi chui theo tiu chun cht lng vo thi im tiu dng ti u. Nh cht lng ca nhn hiu ny, ngi tiu dng c th sn lng tr gi cao hn. Nh vy, vic hi nhp dc ngc chiu n lm ch cc vn cy, cc cng ty chui to lp s tin tng ca khch hng, cho php h i hi gi cao hn. Tng t nh trng hp McDonalds, khi n quyt nh m nh hng u tin Mat xc va. Ban u McDonalds gp rt nhiu bt li, khi mun phc v n ung vi cht lng tng ng cc ni khc, v th, n phi hi nhp dc v pha cc ngun cung m bo cung ng cho cc nhu cu ca mnh. Cht lng c chua v tht sn xut Nga qu thp. Nh vy, bo v cht lng sn phm ca mnh, McDonalds lp cc trang tri sn xut b sa, tri chn nui, cc vn rau ca mnh cng nh cc xng ch bin thc phm Nga. iu tng t cng xy ra i vi hi nhp dc xui chiu. Vic s hu cc im bn trong knh phn phi l cn thit nu cn cc tiu chun cho dch v hu mi v cc sn phm phc tp cn c bo tr. V d, trong nhng nm 1920 Kodak s hu cc im bn l phn phi cc thit b nh. Cng ty cm thy rng cc ca hng lp ra c cc k nng cn thit bn v phc v cc thit b nh ca n. Tuy nhin, nhng nm 1930 Kodak quyt nh rng n khng cn s hu cc ca hng bn l ca n na bi v cc ca hng khc bt u cung cp s phn phi v phc v m bo cho sn phm Kodak. Sau cng ty t b vic bn l. Ci thin vic lp k hoch

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i khi ngi ta lp lun rng li th ca chin lc hi nhp dc l s thun li hn trong hoch nh, vi vic kt hp cht ch cc qu trnh lin tip nhau. V d, vo nhng nm 1920 Ford gt hi nhiu thnh cng bng vic kt hp cht ch v hoch nh vi hi nhp ngc chiu. Vic giao hng cho Ford phi hp n mc sao cho qung st c giao cho cc xng luyn thp ca Ford vng H ln c chuyn ti cc khun ng c ch trong vng 24 gi. Nh vy, Ford gim thp mt cch ng k chi ph ca n nh trnh phi gi lng tn kho qu ln. Cht lng lp k hoch tin s nng ln nh hi nhp dc c th cho php cng ty p ng tt hn vi cc thay i nhu cu t ngt, hay c th a sn phm ca n ra th trng nhanh hn. Mt tnh hung trong ngnh sn xut b vi x l u nhng nm 1990 chng t iu ny. Lc by gi, nhu cu v b vi x l ang mc cao cha tng thy, v hu ht cc nh my sn xut b x l u s dng ht cng sut. Lc , mt s cng ty ch to b vi x l chuyn mn ha vic thit k chp ri hp ng ch to vi bn ngoi gp phi s bt li v chin lc. V d, nm 1991 Chips & Technologies thit k thnh cng dng vi x l Intel 386, Chips&Tecnologies gi dng chp ny ti Texas Instruments (TI) ch to. N phi ch n 14 tun TI c th lp k hoch sn xut. Ch trong mt thi gian ngn, gi ca b x l 386 gim xung t 112 USD xung cn 50 USD. Khi TI sn xut ra dng Intel386, Chips&Tecnologies n mt i th phn tt nht. Phi chng nu Chips&Tecnologies hi nhp dc n ch to n khng b mt i c hi ln nh vy. 6.2.2. Bt li ca hi nhp dc Hi nhp dc cng c nhng bt li ca n. ng k nht bao gm: (1) bt li v chi ph, (2) bt li pht sinh khi cng ngh ang thay i nhanh, v (3) bt li khi nhu cu khng d kin c. Cc bt li ny hm rng li ch ca hi nhp dc khng phi lun r rng nh nguyn thy ca n. Cc bt li v chi ph Mc d hi nhp dc thng ha hn li th v chi ph sn xut, song chnh hi nhp dc cng c th pht sinh chi ph nu cng ty phi cam kt mua sm cc u vo t nhng nh cung cp do chnh cng ty s hu, trong khi gi mua t cc ngun bn ngoi li thp hn. V d, trong nhng nm 1990s General Motors t lm 68% cc chi tit, nhiu hn bt k cc nh sn xut t khc (Chrysler l 30%, Toyota l 28%). Chin lc hi nhp dc ny lm cho GM tr thnh nh sn xut c chi ph cao nht trong s cc cng ty sn xut t ln trn th gii. Nm 1992, GM phi tr lng v phc li cho cng nhn trong cc xng t M ca n l 34,6 USD mt gi thc hin nhng cng vic m i th ca n thc hin bi vic mua t nh cung cp c lp khng c kin kt vi gi ch bng mt na. Nh vy hi nhp dc c th c bt li chi ph khi cc ngun cung do cng ty s hu c chi ph vn hnh cao hn so vi cc ngun cung c lp. Cc ngun cung m cng ty s hu c th c chi ph vn hnh cao so vi cc nh cung cp c lp, bi v cc nh cung cp do cng ty s hu thy rng h lun c th bn cc u ra ca h cho cc

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b phn khc ca cng ty. Khng cn phi cnh tranh nhn cc n hng, lm cho h t tp trung vo vic h thp chi ph vn hnh. Qu thc, cc nh qun tr b phn cung cp c th li vo kh nng chuyn dch chi ph n cc b phn khc ca cng ty, thng qua gi cao hn, h khng h mun tm cch h thp chi ph. Nh vy, thiu tnh ci tin c th lm pht sinh chi ph vn hnh. Tuy nhin, vn c th l t nghim trng hn, nu cng ty dng chin lc hi nhp hnh chp hn l hi nhp hon ton, bi v cn phi c cnh tranh vi cc nh cung cp c lp mi c th lm gim chi ph ca cc nh cung cp do cng ty s hu. Thay i cng ngh Khi cng ngh thay i nhanh c th t cng ty vo nhng nguy him lin quan n cng ngh lc hu. Hy xem xt mt nh ch to radio nhng nm 1950 hi nhp ngc chiu v mua li nh my sn xut bng in t. Vo nhng nm 1960 khi m bn dn thay th n in t - mt b phn chnh trong radio, cng ty ny thy rng n b gn vi mt hot ng kinh doanh b li thi v cng ngh. Vic chuyn sang bn dn cng ng ngha vi vic b i cc u t vo ngnh n in t. Do , cng ty khng sn lng chuyn sang bn dn, vn s dng n in t trong radio ca mnh. Cn lc cc i th cnh tranh khng lin kt rnh rang c th chuyn nhanh sang cng ngh mi. Chnh bi cng ty kh kh vi sn phm li thi ca mnh, n nhanh chng b mt th phn. Nh vy, hi nhp dc c th ngn cn kh nng ca mt cng ty trong vic thay i cc nh cung cp hay h thng phn phi ca n p ng cc thay i cng ngh. Nhu cu khng chc chn Hi nhp dc cng c th c ri ro trong iu kin nhu cu khng th d kin hay khng n nh. Khi nhu cu n nh, c th qun tr tng i d vi mc hi nhp cao hn. Nhu cu n nh cho php hoch nh tin v phi hp tt hn cc lung sn xut gia cc hot ng khc nhau. Nhng khi cc iu kin nhu cu khng n nh hay khng d kin c, s rt kh t c s phi hp cht ch gia cc hot ng hi nhp. Vn y l cn i nng lc gia cc giai on ca mt qu trnh. V d, mt nh ch to t c th hi nhp dc ngc chiu bng vic mua li mt nh cung cp b ch ha kh c nng lc p ng nhu cu ca mnh. Tuy nhin, nu nhu cu v t gim ng k, nh ch to t s cm thy mnh b gn vi mt hot ng kinh doanh vn hnh vi mc huy ng cng sut thp. R rng, y l iu khng kinh t. Nh ch to t c th trnh iu ny bng vic tip tc mua b ch ha kh trong th trng m hn l t mnh sn xut chng. Nu cc iu kin nhu cu khng d kin trc, hi nhp hnh chp c th hi t ri ro hn l hi nhp hon ton. Khi mt cng ty ch hi nhp mt phn trong tng s nhu cu u vo t cc nh cung cp do chnh mnh s hu, vo lc nhu cu xung thp n c th gi ngun cung cp ca mnh vn hnh y bng vic t hng dnh ring cho chng. 6.2.3. Chi ph qun l v cc hn ch ca hi nhp dc Chng ta bit rng hi nhp dc c th to ra gi tr, song n c cng c hn ch ng k do thiu ng c thc y i vi cc nh cung cp do cng ty s hu khin h gim chi ph vn hnh ca h, thiu mm do chin lc khi cng ngh thay i, hoc nhu cu khng chc chn. Cng vi cc dng chi ph ny cn c chi ph qun l pht sinh do hi nhp dc. Chi ph qun l l chi ph vn

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hnh t chc. Chi ph ny ny sinh t s km hiu lc ca b my qun l. Chi ph qun l t ra mt gii hn v mc hi nhp dc m cng ty c th theo ui mt cch hiu qu; n gi rng hi nhp dc ch c ngha vi cng ty khi m gi tr sng to ra bi chin lc nh vy ln hn chi ph qun l lin quan n vic bnh trng phm vi ca t chc ti cc hot ng tng thm ngc chiu hay xui chiu. Ni chung, khng phi lc no hi nhp dc cng c tim nng to ra gi tr. Mc d hi nhp dc v nguyn thy c th c tc ng thun li, gi tr sng to ra bi s hi nhp n cc lnh vc xa hn na so vi hot ng kinh doanh ct li ca cng ty s dn dn t n mc bin. Cng n gn mc gi tr sng to bin ca hi nhp dc, chi ph qun l lin quan n vic bnh trng phm vi cng tr thnh gnh nng trn cc gi tr mi sng to ra. Khi tnh th ny xut hin, c th cng ty t n mt gii hn i vi hi nhp dc. Tuy nhin, iu rt c ngha v mt t duy l vic theo ui chin lc hi nhp dc hnh chp c th l cch gim chi ph qun l hi nhp hn l hi nhp hon ton. Nguyn do l hi nhp hnh chp c kh nng to ra ng c cc nh cung cp cng ty s hu gim chi ph vn hnh v gip cng ty tng kh nng p ng vi cc iu kin nhu cu bin i. Khi n gim bt tnh km hiu lc ca t chc do chi ph qun l. 6.3. CC PHNG N HI NHP DC Cc li th lin quan n hi nhp dc lm ny sinh cu hi liu c th thu hi c li ch ca hi nhp dc hay khng, nu khng phi b ra chi ph qun l lin quan. Cc li ch ca hi nhp dc c th thu c thng qua cc hot ng cung cp t cc cng ty khc hay khng? C rt nhiu phng n p ng cc cu hi ny. Trong mt s tnh th nht nh, cc cng ty c th hng nhng li ch lin quan n hi nhp, m khng nht thit phi gnh chu tt c cc chi ph qun l, nu h gia nhp vo cc mi lin h hp tc lu di vi cc thnh vin kinh doanh ca h. Cc mi lin h lu di nh vy thng c coi l cc lin minh chin lc. Ngc li, ni chung cc cng ty khng th hng li ca hi nhp dc nu nh h tham gia cc hp ng ngn hn vi cc i tc kinh doanh ca h. hiu ti sao li nh vy, trc ht, chng ta xem xt v cc vn lin quan n cc hp ng ngn hn. Sau , chng ta s c bit quan tm n cc lin minh chin lc v cc hp ng di hn nh l cc phng n ca hi nhp dc v qua bn n cc cch thc to lp cc mi lin h lu di vi cc i tc kinh doanh ca h. 6.3.1. Cc hp ng ngn hn v u gi cnh tranh Mt hp ng ngn hn l mt hp ng kt thc trong phm vi mt nm. Nhiu cng ty tng s dng cc hp ng ngn hn mua cc u vo hay bn cc u ra ca mnh. Cc cng ty ch to xe t s dng chin lc u gi cnh tranh thng lng gi cho chi tit c sn xut t mt s nh cung cp khc nhau l mt v d c in v hp ng ngn hn. V d cng ty GM thng t chc u gi t mt s cc cng ty khc nhau sn xut mt chi tit no v hp ng mt nm s thc hin vi cng ty no c chi ph thp nht. Cui mi nm, hp ng li c

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a ra nh gi cnh tranh. Nh vy, khng c g bo m rng cng ty ginh c hp ng trong nm nay li c th gi c trong nm sau. Li ch ca hp ng ngn hn l thc p cc nh cung cp lun gi gi ca h thp mc thp nht. Nhng iu ny ng ngha vi vic khng c cam kt di hn no gia cng ty vi cc nh cung cp c bit. iu ny gy hu qu l lm cho cc nh cung cp do d trong vic u t vo cc ti sn chuyn mn ha cn thit ci tin thit k v nng cao cht lng cc chi tit, hay ci thin vic lp k hoch tin phi hp vi cng ty. Thc vy, do khng c mt bo m no v vic tip tc duy tr quan h cung cp cho cng ty trong nm sau, nh cung cp s t chi thc hin cc u t vo ti sn chuyn mn ha. Cn cng ty li c th phi hi nhp ngc chiu c c cc li ch ca chuyn mn ha. Ni cch khc, do thiu cc cam kt di hn vi nh cung cp u vo, chin lc hp ng ngn hn v u gi cnh tranh s gy kh khn cho cng ty trong vic hng li t hi nhp dc. iu c th s khng thnh vn nu s hp tc cht ch gia cng ty v cc nh cung cp l khng cn thit to iu kin cho vic u t vo cc ti sn chuyn mn ha, ci thin vic lp k hoch tin v cht lng. Trong cc trng hp nh vy, u gi cnh tranh c th l ti u. Tuy nhin, khi nhu cu ny l bc thit, th chin lc u gi cnh tranh s l mt hn ch nghim trng. iu ng quan tm l c nhng du hiu cho thy GM t t mnh vo mt th bt li trong cnh tranh khi h chp thun quan im u gi cnh tranh gia cc nh cung cp. Nm 1992, cng ty ny yu cu cc nh cung cp chi tit phi gim gi ca h 10%, khng quan tm n cc tha thun nh gi trc . Trong thc t GM hy b cc hp ng hin c v c thc p chp thun chnh sch ca n bng vic e da gt b nhng nh cung cp khng ng vi vic gim gi. Mc d hnh ng nh vy c th c li trong ngn hn, nhng li pht sinh cc chi ph di hn nh: mt i s tin tng ln nhau v c s th ch gia cng ty v cc nh cung cp. Theo mt s bo co, mt vi cng ty tuyn b ct gim vic nghin cu v cc chi tit ca GM trong tng lai. H cng biu l thi u tin ph bin cc tng mi vi Chrysler hay Ford, hay c hai t c cch tip cn hp tc, tin n cc quan h lu di vi cc nh cung cp. 6.3.2. Cc lin minh chin lc v hp ng di hn Cc hp ng di hn l cc mi lin h hp tc lu di gia hai cng ty. Cc tha thun nh vy thng c cng b nh l cc lin minh chin lc. c trng ca cc tha thun ny l mt cng ty ng cung cp cho cng ty khc v cng ty khc ng lin tc mua t nh cung cp ; c hai cng cam kt tm cch thc h thp chi ph hoc nng cao cht lng u vo cho qu trnh sng to gi tr ca cc cng ty pha di ca chui. Nu iu t c, mi lin h n nh nh vy cho php cc cng ty tham gia lin minh chia s gi tr c th to ra do hi nhp dc trong khi li trnh c nhiu chi ph qun l lin quan n vic phi s hu mt giai on k tip trong chui sn xut t nguyn vt liu n ngi tiu dng. Do , cc hp ng di hn c th thay th cho hi nhp dc.

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Cc mi lin h hp tc m nhiu cng ty sn xut t Nht bn thc hin vi cc nh cung cp chi tit ca n (H thng keiretsu) minh ha cho thnh cng ca hp ng di hn. Nhng mi lin h nh vy c th ko di n hng thp k. Trong iu kin , cc cng ty sn xut t cng vi cc nh cung cp ca mnh lun c gng tm ra cch thc mi to gi tr gia tng, v d p dng h thng tn kho JIT, hay hp tc thit k cc chi tit-b phn nhm ci thin cht lng, h thp chi ph. Nh l mt b phn ca qu trnh ny, cc nh cung cp sn sng u t mnh vo cc ti sn chuyn mn ha phc v tt hn nhu cu ca cc cng ty t. Nh vy, nhng ngi sn xut t Nht bn c c kh nng hng li ch ca hi nhp dc m khng h phi chu cc chi ph qun l lin quan. Cc nh cung cp chi tit- b phn cng c li trong cc mi lin h di hn nh vy, h tng trng cng vi cng ty, h cung cp v chia s cc thnh cng ca cng ty. Ngc li vi cc i th Nht bn, cc cng ty sn xut t M v mt lch s h thch theo ui s hi nhp chnh thc. Theo mt s nghin cu, vic tng chi ph qun l do hi nhp dc rng ri hn lm cho cc cng ty nh GM v Ford vo th bt li tng i so vi cc i th cnh tranh Nht bn. Hn na, khi cc cng ty t ca M quyt nh khng hi nhp dc, h cng khng nht thit tham gia vo cc mi lin h di hn vi cc nh cung cp chi tit c lp. Thay vo , h li s dng v th p o ca mnh theo ui chin lc u gi cnh tranh tn cng, kch thch cho cc nh cung cp chi tit c lp cnh tranh ln nhau. Hin nay, t duy ny dng nh cng ang dn dn thay i. 6.3.3. Thit lp cc mi lin h hp tc di hn Do s thiu tin tng v lo ngi b nh tr khi phi u t vo cc ti sn chuyn mn ha phc v cng ty khc, cc cng ty nn lm nh th no t c cc lin minh chin lc lu di n nh vi cc cng ty khc? Cc cng ty nh Toyota lm th no pht trin cc mi lin h lu di vi cc nh cung cp ca n? Mi cng ty c th thc hin mt s bc i c th m bo rng cc mi lin h di hn c th hot ng v gim bt cc nguy c ngi tham gia tht ha trong cc tha thun. V pha cng ty u t cc ti sn chuyn mn ha, t trong nhng bc i quan trng l yu cu i tc ca n c mt con tin. Ni cch khc l thit lp mt cam kt tin cy v c hai pha to dng mi lin h lu di. Dng con tin Dng con tin c ngha l mt s bo m rng i tc gi cam kt ca mnh. Mi lin h hp tc gia Boeing v Northrop minh ha cho tnh th ny. Northrop l nh thu ph ch yu cho lnh vc my bay thng mi ca Boeing, cung cp rt nhiu loi chi tit, b phn cho my bay Being 747 v 767. phc v cho nhu cu c th ca Boeing, Northrop u t ng k vo cc ti sn chuyn mn ha. V mt l lun, do cc chi ph tim n lin quan n cc khon u t nh vy, Northrop b ph thuc vo Boeing, v Boeing vo v th c th bi c vi cc tha thun trc v c th s dng e da chuyn vic t hng n cc nh cung cp khc nh mt sc p lm gim gi. Tuy nhin, trn thc t, Boeing khng lm nh vy bi v chnh n cng l mt nh cung cp ch yu cho lnh vc v kh phng th ca Northrop, cung cp nhiu chi tit cho my bay

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nm bom Steath. Boeing cng phi u t ng k vo cc ti sn chuyn mn ha phc v cho nhu cu ca Northrop. Nh vy, hai cng ty ny ang vo th ph thuc ln nhau. Boeing khng bi c vi bt k tha thun gi no vi Northrop, bi n bit rng Northrop cng c th p tr tng t. Mi cng ty gi mt con tin m c th s dng bo m chng li s bi c n phng ca bn kia trong cc tha thun gi. Cc cam kt tin cy Mt cam kt tin cy l mt li ha c kh nng tin tng h tr cho vic pht trin mt mi lin h di hn gia cc cng ty. hiu c khi nim cam kt c kh nng tin tng chng ta hy xem xt mi lin h gia General Electric (GE) v IBM. GE l mt trong nhng nh cung cp chnh v cc chip bn dn cho IBM, rt nhiu con chp c chuyn bit ha theo yu cu ca IBM. p ng nhu cu c th ca IBM, GE phi u t ng k vo cc ti sn chuyn mn ha, cc ti sn ny t c gi tr vi cc nhu cu khc. Hu qu l GE ph thuc vo IBM v phi i mt vi ri ro IBM c th s dng li th ny i hi h thp gi. V l lun, IBM c th d phng nhu cu ca n v e da chuyn ti nh cung cp khc. Tuy nhin, GE gim ri ro ny bng cch buc IBM tham gia mt cam kt mua cc con chp ca GE trong 10 nm. Hn na, IBM ng chia s chi ph pht trin cc con chp chuyn bit, do gim chi ph u t ca GE vo cc ti sn chuyn mn ha. Nh vy, bng vic t cam kt mt cch cng khai vi mt hp ng di hn v t mt khon tin vo pht trin cc con chp chuyn bit ha, IBM v c bn to ra mt cam kt ng tin cy mua sm lin tc cc con chp ca GE. Duy tr cc nguyn tc th trng Khi cng ty tham gia vo mi lin h di hn n c th b ph thuc vo i tc km hiu qu. Bi trong quan h ny, i tc khng phi cnh tranh vi cc t chc khc trn th trng v lnh vc kinh doanh ca cng ty, i tc c th thiu ng c thc y hiu qu chi ph. Do , khi cng ty tham gia vo mi lin h hp tc di hn n nn ch p dng s nguyn tc th trng vi i tc ca mnh. Cng ty gi cng lc hai th sc mnh. Th nht, cc hp ng di hn cng phi nh k thng lng li, ni chung l khong nh k bn hay 5 nm. Nh vy, i tc bit rng nu h thc hin cc cam kt khng y , cng ty c th t chi tip tc duy tr hp ng. Th hai, s dng chnh sch khai thc ngun song song, l trng hp cng ty tham gia vo mt hp ng vi hai nh cung cp v cng mt chi tit (V d nh Toyota lm). Cch ny cho php cng ty c mt hng ro chng li s ngang ngnh c th c mi nh cung cp, mi bn cng nhn thc rng nu khng chiu theo s tha thun, cng ty kia c th chuyn ton b hot ng kinh doanh sang i tc khc. iu e da ny t khi r rng, bi v iu s i ngc li tinh thn ca vic to dng mi lin h lu di. Song nhn thc v vic khai thc ngun song song l a mt yu t ca nguyn tc th trng vo mi lin h, ra hiu cho cc nh cung cp hiu rng nu cn thit, h c th b thay th lp tc. Tm li, bng vic thit lp cc cam kt c th tin cy hay bng vic gi cc con tin, cc cng ty c kh nng s dng nhng hp ng di hn ginh c nhiu gi tr tng ng vi hi nhp dc,

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m khng phi chu cc chi ph qun l ca vic hi nhp dc chnh thc. Qua y, cng lu rng h thng JIT ngy cng tr nn quan trng nh l mt cch thc gim chi ph v nng cao cht lng lm tng sc p thc y cc cng ty tham gia vo cc tha thun di hn trong nhiu ngnh. Cc tha thun ny c th ngy cng ph bin trong tng lai. Tuy nhin, khi mt tha thun nh vy khng th thc hin c cng ty c th phi vin n mt s hi nhp dc chnh thc. 6.3.4. Khai thc ngun bn ngoi chin lc v cng ty o. i lp vi hi nhp dc l khai thc ngun sng to gi tr t bn ngoi gm cc nh thu ph. Trong nhng nm gn y, r rng c mt s dch chuyn cc hot ng khng ct li ca nhiu doanh nghip n ra bn ngoi. Qu trnh ny thng bt u khi cng ty nhn ra u l cc hot ng sng to gi tr ang lm nn tng li th cnh tranh ca mnh (kh nng gy khc bit hay cc nng lc ct li). tng chung trong tnh th nh vy l s gi cc hot ng to gi tr ct li ny trong cng ty. Sau , cc hot ng cn li s c xem xt xem c th c cc nh cung cp thc mt cch hu hiu v hiu qu nhng hot ng ny hn so vi cng ty hay khng. Nu c th, cc hot ng ny s c a n cc nh cung cp. Mi quan h gia cng ty v cc nh cung cp thng c xy dng nh cc mi lin h hp ng di hn, mc d trong mt s trng hp c th da trn c s u gi cnh tranh. Thut ng cng ty o dng m t cc cng ty theo ui vic khai thc cc ngun ngoi lc chin lc. Trong nhng nm gn y, Xerox da nhiu vo khai thc ngun ngoi lc chin lc. Cng ty xc nh nng lc gy khc bit ca n lin quan n thit k v ch to h thng my ph t copy. gim chi ph thc hin cc hot ng khng ct li, Xerox a ra cho cc cng ty khc thc hin nhiu hot ng. V d, Xerox c cc hp n ng 3,2 triu USD vi Electronic Data System (EDS) trong cc hp ng EDS vn hnh tt c mng vin thng v my tnh ni b ca Xerox. Nh mt b phn cu thnh ca mi lin h ny, 1700 nhn vin ca Xerox chuyn sang EDS. Bi v, mi lin h ny gn EDSvi vic u t ng k vo cc ti sn chuyn mn ha , Xerox lm cho n tr thnh mt lin minh hp tc di hn. V d khc l trng hp ca NIKE, hng ch to giy th thao ln nht th gii, a ra bn ngoi tt c cc hot ng ch to cho cc i tc Chu , trong khi gi li nng lc ct li v marketing v thit k sn phm trong cc doanh nghip ca n. Khai thc ngun ngoi lc chin lc c mt s li th. Th nht, nh a cc hot ng khng ct li ra bn ngoi cho cc nh cung cp ang thc hin cc hot ng c th ny hiu qu hn, cng ty c th gim chi ph cho mnh. Th hai, bng vic khai thc cc hot ng sng to gi tr ct li ca nh cung cp c nng lc gy khc bit v mt hot ng c th, cng ty c th to ra kh nng gy khc bit tt hn sn phm cui cng ca mnh. Tin chc rng, mt khi cng ty khng b vng bn bi cc nh cung cp ni b, n c th chuyn i d dng cc hot ng sng to gi tr khng ct li gia cc nh cung cp thch ng mt cch d dng. Tuy nhin, cng cn phi nhn thc mt cch y nhng bt li ca vic khai thc cc ngun ngoi lc chin lc. Khi khai thc ngun ngoi lc v mt hot ng, cng ty c th mt i c kh

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nng hc tp t hot ng v c hi chuyn n thnh mt kh nng gy khc bit mi. Sau , c cng ty c th gp ri ro l s thiu vng chc nng no d dn cng ty vo th bt li chin lc, c bit l khi chc nng tr thnh c tnh cnh tranh quan trng trn th trng. Mt tai hi na l khi lm dng cc ngun ngoi cng ty c th tr nn qu ph thuc vo mt nh cung cp no . Trong di hn, iu ny c th lm cng ty b tn thng nu s thc hin ca nh cung cp tr nn xu i, hay khi nh cung cp s dng nng lc ca h yu cu cng ty mc gi cao hn. Mt iu khc lin quan, l s hng hi s dng chin lc khai thc ngun ngoi lc, cng ty c th i qu xa n mc khai thc c cc hot ng sng to gi tr l trng tm cho vic duy tr cc li th cnh tranh cho mnh. Lm nh vy, h c th mt i kh nng kim sot s pht trin ca mt nng lc trong tng lai, v dn n hu qu suy gim hiu sut. iu ny khng c ngha l khng nn theo ui chin lc khai thc ngoi lc, m hm c bn l nhc nh cho cc nh qun tr nn xem xt cn thn thit hn ca chin lc ny trc khi theo ui n. 6.4. A DNG HA La chn ln th ba vi mt cng ty khi n chn la cc lnh vc kinh doanh ca mnh cnh tranh l a dng ha. C nhiu l do cng ty chn chin lc a dng ho. Ni chung, chin lc a dng ho thng hng ti mc tiu gia tng gi tr. Chin lc a dng ho thnh cng s to ra gi tr cho cng ty nh vic to ra nhng iu kin cho php cc n v kinh doanh ca cng ty p dng cc chin lc cp kinh doanh lm tng thu nhp gim chi ph. Chin lc a dng ho cng cn xut pht t l do lm tng sc mnh th trng tng i so vi i th. Nh chng ta bit, iu ny thng thng gn vi hi nhp dc. Cng c nhiu l do khc s dng a dng ho m c th khng gn vi mc tiu tng gi tr. Trn thc t a dng ho, cng c th c cc hiu ng khng r rng lm tng chi ph, gim thu nhp v gi tr ca doanh nghip. Cc l do ny bao gm c a dng ho tng sc mnh cnh tranh ca cng ty v theo cch lm gim sc mnh ca i th, (nh lm gim li th ca hng khc bng vic mua li cc im phn phi tng t), a dng ho cng l m rng phm vi ca t hp cc n v kinh doanh, phn no gim bt ri ro. Bi v a dng ho c th lm tng qui m ca cng ty v theo lm tng th lao cho cc nh qun tr, nn n cng tr thnh ng lc bn trong ca cc nh qun tr. n mt mc no n c th c tc dng lm trung ho hay c th lm gim gi tr. C hai loi a dng ha ch yu, l a dng ha lin quan v a dng ha khng lin quan. a dng ha lin quan l vic a dng ha vo hot ng kinh doanh mi m c lin quan vi hot ng hay cc hot ng kinh doanh hin ti, bng s tng ng mt hay nhiu b phn trong chui gi tr ca mi hot ng. Thng thng, cc lin kt ny da trn s tng ng v ch to, marketing, hay cng ngh. Vic a dng ha ca Philip Morris vo ngnh bia vi s mua li Miller Brewing l mt v d v a dng ha lin quan, bi v c s tng ng v marketing gia kinh doanh bia v thuc l (c hai l kinh doanh sn phm tiu dng trong thnh cng da vo cc k nng nh v nhn hiu). a dng ha khng lin quan l a dng ha vo lnh vc kinh doanh mi, m khng c lin quan r rng vi bt k cc lnh vc kinh doanh hin c.

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6.4.1. To gi tr thng qua a dng ha Hu ht cc cng ty tnh n a dng ha ngay khi xut hin cc ngun lc ti chnh di tha so vi ngun lc cn thit duy tr li th cnh tranh trong hot ng kinh doanh ban u hay ct li ca h. iu ng quan tm l s phi u t cc ngun lc d tha ny nh th no to ra gi tr. Cc cng ty a dng ha c th to gi tr bng ba cch: (1) Thng qua qun tr ni b vt tri, (2) bng vic chuyn giao cc nng lc gia cc hot ng kinh doanh, (3) bng vic thc hin tnh kinh t v phm vi. Qun tr ni b vt tri Thut ng qun tr ni b ch cch thc m cc nh qun tr cp cao ca mt cng ti qun tr cc n v ph thuc v cc c nhn trong t chc. Trong cng ty a dng ha, cc nh qun tr cp cao phi thc hin qun tr phi mt cch hu hiu lc cng vic qun tr kinh doanh. a dng ha c th to gi tr khi cc gim c cp cao ca cng ty qun tr cc n v kinh doanh khc nhau trong t chc tt hn so vi trng hp cc hot ng ny thc hin cc cng ty c lp. l iu khng d thc hin. Tuy nhin, cc qun tr cp cao phi bng cch no pht trin cc k nng qun tr kinh doanh v thc y cho u no ca cc n v kinh doanh ny thc hin hiu sut vt tri. Xem xt cc cng ty thnh cng trong vic to gi tr thng qua qun tr ni b vt tri nhn thy c mt s c im chung. Th nht l, khuynh hng xp cc n v kinh doanh ca cng ty vo cc b phn c lp. V d, Tyco c cc b phn cho nhng sn phm y t dng mt ln, h thng an ton, v lnh vc kinh doanh cc chi tit in t. Th hai l, khuynh hng qun l phi tp trung cc b phn c lp. Cc nh qun tr cp cao khng b gn vi cc hot ng hng ngy mi b phn, m h ch t ra cc mc tiu ti chnh rt thch thc cho mi b phn, nh gi k lng v mt chin lc ca cc nh qun tr trong mi b phn t c cc mc tiu ra, gim st hiu sut tng b phn, thc y cc nh qun tr quan tm n hiu sut ny. Th ba l, cc c ch gim st v kim sot ni b ny lin kt vi h thng tr lng khuyn khch ly tin, thng cng cho nhn s ca b phn v vic t hay vt cc mc tiu hiu sut. Mc d chin lc ny c v nh tng i d theo ui, nhng trong thc t n cn cc qun tr cp cao rt gii thc hin iu . Mt bin th ca cch tip cn ny l chin lc ti cu trc hay mua li, da trn c s gi nh rng mt cng ty vi h thng qun tr ni b vt tri c th to gi tr bng vic mua li cc doanh nghip khng hiu qu, qun tr km v ci thin hiu qu ca chng. Chin lc ny c th xem nh a dng ha bi v cng ty b mua li khng phi trong cng ngnh vi cng ty mua li. Hiu qu ca cng ty b mua li c th ci thin theo nhiu cch khc nhau. Trc ht, cng ty mua li thng thay nhm qun tr cp cao ca cng ty b mua li bng mt nhm qun tr vin tch cc hn. Sau , nhm qun tr mi gi bn tt c cc ti sn khng sn xut nh my bay cho qun tr, vn phng cng ty xa x, v tinh gim b my qun l. H cng c ng vin thm nhp vo hot ng kinh doanh mua li tm ra cc cch thc ci thin hiu qu, cht lng, s ci tin v p ng khch hng. Hn na, ng vin nhm qun tr cp cao mi v cc nhn vin khc

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ca n v b mua li thc hin cc hot ng nh vy, vic tng lng ca h nn gn vi ci thin hiu sut ca n v. Cng ty mua li nn thit lp cc mc tiu hiu sut cho cng ty b mua li sao cho n phi ci thin ng k v hiu qu hot ng. Cng ty cng gi cho nhm qun tr cp cao mi nhn thc rng nu khng ci thin hiu sut ph hp vi cc mc tiu ny trong mt khong thi gian nh h c th mt vic. Cng ty mua li thit lp h thng lng thng nh mt ng c thc y cc nh qun tr mi ca cng ty b mua li tm kim cc cch thc ci thin hiu qu ca n v mnh. Chuyn giao cc nng lc Chin lc a dng ha ca cc cng ty thng da trn c s chuyn giao cc nng lc tm ra cc n v kinh doanh mi lin quan n hot ng kinh doanh hin c theo mt hay nhiu chc nng sng to gi tr - V d, qun tr vt liu, qun tr marketing, ch to v nghin cu pht trin. H mun to ra gi tr nh vo cc k nng gy khc bit trong mt hay nhiu chc nng sng to gi tr ci thin v th cnh tranh ca n v kinh doanh mi. H c th dng phng n mua li mt cng ty trong mt lnh vc kinh doanh khc nu tin rng mt s k nng ca cng ty b mua li ny c th ci thin hiu qu ca cc hot ng sng to gi tr hin ti. Nu thnh cng, s chuyn giao nng lc nh vy c th gim thp chi ph ca vic to gi tr trong mt hay nhiu n v kinh doanh ca cng ty hay cho php mt hay nhiu n v kinh doanh ny thc hin cc chc nng sng to gi nh s gy khc bit v gi tng thm. Vic chuyn giao cc k nng marketing ca Philip Morris ti Miller Brewing, c l l mt trong cc v d kinh in v cch thc to gi tr qua chuyn giao cc nng lc. Nh vo cc k nng nh v nhn hiu v marketing, Philip Morris i tin phong trong vic tung ra Miller Lite, mt sn phm m c coi l nh ngha li ngnh bia v chuyn Miller t v tr th su n v tr th hai trong th trng. vn hnh mt chin lc nh vy, cc nng lc ang c chuyn giao phi bao gm cc hot ng quan trng i vi vic thit lp mt li th cnh tranh. Thng thng, tt c cc cng ty nh vy cho rng c mt s tng ng no l to gi tr. Vic GM mua li Hughes Aircraft n gin ch bi v cc nh ch to t ang i vo lnh vc in t, cn Hughes th tng lin quan n lnh vc ny. C l, y l hnh ng in r v c lng qu mc tnh tng ng gia cc n v kinh doanh. n nay, vic mua li tht bi, vic ny khng h em li bt k li ch mong mun no cho GM, v th cnh tranh ca n khng h ci thin. Trong k nguyn cng ngh, c mt nhm cc cng ty to ra nng lc n by nh mt phong cch sng. Nhm ny bao gm, 3M, Hewlett Packard, Canon, v Thermo Electron (c m t trong tnh hung kt thc). Mi cng ty trong s ny, pht trin mt b k nng nht nh (cc nng lc) m sau h gy tc ng n by n cc sn phm mi trong lnh vc a dng ho. V d Canon khi u nh mt nh ch to my nh, thnh cng trong th trng ny Canon pht trin cc k nng v c kh chnh xc, quang hc v vi in t. Kt qu l Canon nh b k nng ny sn xut mt ph sn phm rng hng n cc th thng khc nhau, bao gm my

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fax, my in laser, my scan v photo copy. y gi tr pht sinh bi vic vn dng cc k nng c pht trin h tr mt c hi kinh doanh ri li vn dng ti mt c hi khc. Tnh kinh t v phm vi Vic chia s cc ngun lc nh nh xng ch to, cc knh phn phi, cc chin dch qung co, v chi ph R&D cho hai hay nhiu hn cc n v kinh doanh s ginh c u th tnh kinh t ca phm vi. Mi n v kinh doanh tham gia chia s ngun lc s phi u t t hn vo chc nng c chia s. V d chi ph qung co ca General Electric, bn hng v cc dch v h tr khc cho cc thit b in t ca n thp bi v chi ph ny c phn b cho mt ph rng cc sn phm. Tng t, mt trong nhng ng c ng sau cuc sp nhp nm 1998 gia Citicorp v Travelers thnh Citigroup l n s cho php Travelers bn cc sn phm bo him v cc dch v ti chnh thng qua mng li ngn hng bn l ca Citicorp. Mt khc, s sp nhp cn gip c nhm s dng tt hn ti sn hin c- l mng li ngn hng bn l. Nm c s lin quan gia tnh kinh t ca phm vi v tnh kinh t ca qui m l mt iu quan trng. V d, bng vic to ra cc b phn cho hot ng lp rp ca hai hot ng kinh doanh ring bit, mt nh my ch to cc b phn c th hot ng vi mc huy ng nng lc sn xut cao hn, do vic thc hin tnh kinh t v qui m gp phn thm vo tnh kinh t v phm vi. Nh vy, mt chin lc a dng ho da vo tnh kinh t ca phm vi c th gip mt cng ty t ti v th chi ph thp trong mi n v kinh doanh ca cng ty. Do , a dng ho thc hin tnh kinh t v phm vi c th l cch thc thch hp h tr chin lc chung cp n v kinh doanh v dn o chi ph. Tuy nhin, ging nh s chuyn giao v nng lc, a dng ho nhm vo tnh kinh t v phm vi ch c th t c khi gia mt hay nhiu n v kinh doanh c nhng s tng t ng k v cc chc nng to gi tr ca cc hot ng mi v hin ti trong cng ty. Hn na, cc nh qun tr cn nhn thc rng chi ph qun l cho nhng phi hp cn thit t c tnh kinh t v phm vi trong mt cng ty thng vt nhng g m chin lc ny c th em li. V vy, ch nn theo ui chin lc ny khi s chia s c th sinh ra mt li th cnh tranh ng k trong mt hay nhiu n v kinh doanh ca cng ty. Cc hot n v kinh doanh giy v bng v sinh ca Procto&Gamble l mt v d tt nht v vic thc hin tnh kinh t ca phm vi. Cc hot ng kinh doanh ny chia s chi ph cho vic thu mua nguyn vt liu (nh giy) v pht trin cng ngh cng nh sn phm mi. Hn na, s lin kt cc lc lng bn cho c hai sn phm ny trong cc siu th, vn chuyn c hai dng sn phm ny chung trong mt h thng phn phi. S chia s ngun lc ny cho c hai n v kinh doanh mt li th chi ph cho php h c chi ph thp hn cc i th a dng ho km hn. 6.4.2. Chi ph qun l v gii hn ca a dng ho Trong khi s a dng ho c th to ra gi tr cho mt cng ty, song cng c nhiu kin tri ngc nhau. V d, bng mt nghin cu v a dng ho ca 33 cng ty ln ca M trong thi k 15 nm, Michael Porter quan st thy cc cng ty phi r b nhiu n v m h tng mua li a dng ho hn l s n v m h ang gi li. ng kt lun rng cc chin lc a dng

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ho ca hu ht cc cng ty tiu hao nhiu gi tr hn so vi phn gi tr n to ra. Ni chung, mt s ln cc nghin cu cng i n cng kt lun cho rng m rng a dng ho c khuynh hng lm gim i hn l ci thin kh nng sinh li ca cng ty. Chi ph qun l vt qu gi tr m chin lc a dng ho to ra l mt nguyn nhn khin chin lc ny tht bi trn phng din thc hin mc tiu tng gi tr l do. Mc chi ph qun l l mt hm s ca hai nhn t: S lng cc n v trong danh mc n v kinh doanh ca cng ty; v mc phi hp gia cc n v khc nhau trong cng ty thc hin gi tr t chin lc a dng ho. S lng cc n v kinh doanh. S lng cc n v kinh doanh trong danh mc ca mt cng ty cng ln cng gy kh khn cho cc nh qun tr cng ty nm c tnh phc tp ca mi n v kinh doanh. n gin l bi v cc nh qun tr khng c thi gian x l tt c cc thng tin cn thit tc ng n k hoch chin lc ca mi n v kinh doanh. Vn ny bt u pht sinh General Electric vo nm 1970. Khi m gim c iu hnh Reg Jones lu : Ti c gng xem xt mi bn k hoch mt cch chi tit nht. C gng ny ly i v s thi gian v t mt gnh nng khng khip ln vai gim c iu hnh. Sau ti nhn ra rng d cho ti c lm vic chm ch nh th no i na ti cng khng th hiu bit mt cch su sc k hoch ca hn bn chc n v kinh doanh l t ca cng ty. Qu ti thng tin trong cc cng ty a dng ho rng ri c th a qun tr cp cng ty n cc quyt nh phn phi ngun lc ch da trn cc phn tch hi ht v v th ca mi n v kinh doanh. V d, mt n v kinh doanh ha hn li khng c cp vn u t, trong khi cc n v kinh doanh khc li nhn qu nhiu so vi kh nng ti u t mt cch c li cho hot ng ca n. Hn na, s thiu hiu bit v cc hot ng ca qun tr cp cng ty c th tng c hi cc nh qun tr cp n v kinh doanh la di cc nh qun tr cp cng ty. V d, cc nh qun tr cp n v kinh doanh c th li thc hin yu km cho cc iu kin cnh tranh kh khn, ngay c khi thc cht l do qun tr yu km. Nh vy, s qu ti thng tin gy ra s km hiu qu ng k trong cc cng ty a dng ho rng ri, n l tiu tan cc gi tr do a dng ho to ra. S km hiu qu th hin qua vic ngun ngn qu trong phm vi cng ty v tht bi trong vic qun tr cng ty, tht bi trong vic khuyn khch v tng thng cc hnh vi tch cc tm kim li nhun ca cc nh qun tr cp n v kinh doanh. S km hiu qu pht sinh t qu ti thng tin c th xem nh mt b phn ca chi ph qun l trong m rng a dng ho. Tt nhin, cc chi ph ny c th gim n mc c th kim sot nu mt cng ty gii hn phm vi a dng ho ca n. Kt hp gia cc n v kinh doanh. C vic chuyn giao cc nng lc gy khc bit v vic t c tnh kinh t v phm vi i hi s phi hp cht ch gia cc n v kinh doanh. C ch qun l cn thit cho s phi hp ny gy ra chi ph qun l.

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Tuy nhin, vn s trm trng hn nu chi ph qun l tng ng k li do cng ty thiu kh nng nhn din nhng ng gp li nhun ring ca mi n v kinh doanh, trong khi n li ang chia s ngun lc vi cc n v kinh doanh khc trong n lc nhm t c tnh kinh t v phm vi. Hnh 6-4: S dng chung b phn Marketing & bn hng

Cng ty m

Sn phm ni tr

Marketing& Bn hng

Thc phm ng gi

Khch hng

Hy xem xt mt cng ty c hai n v kinh doanh - mt n v sn xut sn phm ni tr (nh nc ra chn v x phng git), mt n v khc th sn xut thc phm ng gi. Sn phm ca c hai n v kinh doanh u phn phi qua siu th. h thp chi ph ca vic sng to gi tr, cng ty m quyt nh gp chung cc chc nng marketing v bn hng ca mi n v kinh doanh. Vic gp chung cho php cc n v kinh doanh chia s chi ph ca cng mt lc lng bn (mt lc lng bn c th bn c sn phm ca c hai n v) v nhn c s tit kim chi ph t vic s dng chung cng mt h thng phn phi vt cht. Cu trc t chc cn thit t c iu ny c th tng t nh m t trong hnh 6-4. Cng ty c t chc thnh ba b phn: b phn sn phm ni tr, b phn thc phm ng gi, v b phn marketing. Mc d, s sp t nh vy c th to gi tr, song n cng c th pht sinh cc vn v kim sot v lm tng chi ph qun l. V d, nu s thc hin b phn sn phm ni tr bt u suy gim, vic xc nh xem ai s phi chu trch nhim, - ngi qun tr b phn sn phm ni tr hay thc phm ng gi- l mt cng vic kh khn. Thc vy, mi b phn c th s tha cho b phn kia v vic thc hin yu km: B phn sn phm ni tr li cho cc chnh sch marketing ca b phn marketing, ngc li, b phn marketing li li cho b phn sn xut sn phm ni tr lm ra cht lng sn phm km, chi ph cao. Mc d nhng vn i loi nh th ny c th gii quyt nu qun tr cng ty kim ton mt cch trc tip cc hot ng ca c hai b phn sn xut, nhng lm nh vy li tn km c v thi gian ln cc n lc qun tr. By gi bn hy tng tng tnh th trong cng ty ang c to ra gi tr bng vic chia s cc ngun lc R&D, ch to v marketing cho 10 n v kinh doanh ch khng phi l ch c hai. R rng, cc vn trch nhim c th tr nn ht sc ti t. Qu thc, iu s tr nn su sc n cc mc mi n lc gn trch nhim u ch gy ra s qu ti thng tin nghim trng trong cho qun tr cng ty. Khi iu ny xut hin, qun tr cng ty s mt i s kim sot cng ty mt cch

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c hiu lc. Nu trch nhim khng th ch ra, hu qu m cng ty gnh chu c th l do cc quyt nh phn b ngun lc yu km, do s yu km t chc cp cao v cp qun tr cng ty thiu kh nng khuyn khch cc hnh vi tch cc tm kim li nhun nhng nh qun tr cp n v kinh doanh. Ton b s km hiu qu ny c th c xem nh mt b phn chi ph qun l ca a dng ho thc hin tnh kinh t ca phm vi. Cc gii hn ca a dng ho a dng ho c th to gi tr cho mt cng ty, song iu ny cng khng th trnh khi cc chi ph qun l. Trong trng hp hi nhp dc, s tn ti ca chi ph qun l t ra mt gii hn v mc a dng ho m cng ty c th theo ui. Chin lc a dng ho ca mt cng ty ch c ngha khi gi tr m n to ra ln hn chi ph qun l phi hp cc hot ng kinh doanh do s bnh trng phm vi ca t chc . Mt ln na nhc li rng s lng cc n v kinh doanh trong cng ty cng ln cng yu cu s phi hp cc gia chng v cng tng chi ph qun l. V th mt cng ty c hai mi n v kinh doanh, tt c cc n v ny phi c chia s ngun lc s pht sinh chi ph qun l ln hn so vi cng ty ch c mi n v v khng c n v no phi chia s cc ngun lc. Hm ca mi lin h ny qu r rng. c bit, s cc n v kinh doanh trong danh mc ca cng ty cng ln cng yu cu s phi hp gia chng v cng nhiu kh nng gi tr to ra bi a dng ho khng theo kp cc chi ph pht sinh bi chin lc ny. Khi iu ny xut hin, ngha l cng ty t n mt gii hn kh nng sinh li ca phm vi a dng ho. Tuy nhin, nhiu cng ty vn c tip tc a dng ho vt qu gii hn ny v hiu sut ca h gim xung. gii quyt vn ny cc cng ty nh vy phi gim phm vi ca n bng cch ct gim bt. 6.4.3. Tht bi ca a dng ho a dng ho gp phi khng t tht bi trong vic lm tng gi tr. Thc t cho thy nhiu cng ty sai lm ngay trong mc tiu ca a dng ho. iu ny c bit ng i vi nh a dng ho nhm pha trn ri ro hay t mc tng trng cao hn, hai l do thng c cc nh qun tr vin dn cho a dng ho. L l bin h cho mc ch pha trn ri ro l a dng ho s c tc dng pha trn cc dng thu nhp c tng quan khng hon ton to ra mt dng thu nhp n nh. Ngi ta cho rng khi b tr ri ro, th dng thu nhp s n nh hn, gim ri ro ro v n v chnh l quan tm ti thng ca ngi ch doanh nghip. Tuy nhin nhn thc gin n nh vy b qua hai nhn t. Th nht, cc c ng c th d dng trnh ri ro vn c trong vic gi chng khon c bit bng vic a dng danh mc chng khon ca h, v h c th lm nh vy vi chi ph thp hn nhiu so vi cng ty. Vy th, khng phi v quan tm ti thng ca ti thng ca c ng, m cng ty phi c gng a dng ho ri phi gnh chu hiu sut s dng cc ngun lc km ci. Th hai, nghin cu su v ch ny cho thy rng a dng ho khng phi l cch thc rt hiu qu b tr ri ro. Chu k kinh doanh ca cc ngnh khc nhau khng phi l iu c th d dng tin on, trong bt k trng hp no tc

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ng ca chng n li nhun thng t quan trng hn l s suy sp ca nn kinh t, m chnh iu ny li tc ng mt cch ng lot ln cc ngnh. L do th hai ca a dng ho l tng trng cao hn, y khng phi l mt chin lc cht ch bi v bn thn s tng trng khng nht thit bao hm s to gi tr. Tng trng nn xt mt tc dng ph m khng phi l mc tiu ca mt chin lc a dng ho. Tuy nhin, i khi cc cng ty a dng ho ch v l do tng trng. 6.4.4. a dng ho lin quan v khng lin quan Mt vn quan trng m cng ty phi gii quyt l a dng ho vo mt lnh vc kinh doanh hon ton mi hay cc n v kinh doanh c lin quan vi cc n v kinh doanh hin c bi tnh tng ng ca chui gi tr. C s khc bit gia a dng ho lin quan v khng lin quan. Theo nh ngha, cng ty a dng ho lin quan c th to gi tr bi vic chia s cc ngun lc v chuyn giao cc nng lc gia nhng n v kinh doanh. N c th thc hin trong mt vi qu trnh ti cu trc. Ngc li, v khng c tnh tng ng gia chui gi tr ca cc hot ng kinh doanh khng lin quan, mt cng ty a dng ho khng lin quan khng th to gi tr bng cch chia s cc ngun lc hay chuyn giao nng lc. a dng ho khng lin quan c th to gi tr ch bi vic theo ui mt chin lc mua li v ti cu trc. Trong so snh vi a dng ho khng lin quan, a dng ho lin quan c nhiu cch to gi tr hn, nn dng chin lc ny thng c u tin hn. Hn na, vi a dng ho lin quan, cc cng ty ang dch chuyn vo nhng lnh vc m cc nh qun tr ca h c t nhiu s hiu bit, nn chin lc ny cng thng c xem l t ri ro hn. Nhng l l ny c th gii thch cho hin tng hu ht cc cng ty a dng ho thuc v dng a dng ho lin quan. Nhiu nghin cu cho thy cc cng ty a dng ho lin quan thng c mc sinh li bin cao hn so vi cc cng ty a dng ho khng lin quan. C th gii thch nh th no khi cc cng ty a dng ho lin quan li c li hn so vi a dng ho khng lin quan. Cu tr li tht n gin. Chi ph qun l pht sinh do s lng cc n v kinh doanh trong danh mc ca cng ty v phm vi kt hp cn thit gia cc n v kinh doanh khc nhau thc hin gi tr t chin lc a dng ho. Mt cng ty a dng ho khng lin quan khng nht thit phi phi hp gia cc n v kinh doanh, nh vy n ch phi i ph vi chi ph qun l pht sinh t s lng cc n v kinh doanh trong danh mc. Ngc li, trong cng ty a dng ho lin quan cn phi t c s phi hp gia cc n v kinh doanh khi n thc hin gi tr thng qua chia s ngun lc v chuyn giao cc k nng. Do , cc cng ty a dng ho lin quan phi i ph vi chi ph pht sinh c t s cc n v trong danh mc v s kt hp cc n v. Nh vy, mc d ng l cc cng ty a dng ho lin quan c th c nhiu cch to gi tr hn so vi cc cng ty a dng ho khng lin quan nhng h phi chu chi ph qun l cao hn lm vic . Cc chi ph cao hn ny c th ly bt i t li ch cao hn m n mi to ra, lm cho chin lc khng sinh li hn so vi chin lc a dng ho khng lin quan. Bng 7-1 lit k cc ngun to gi tr Bng 6-1 So snh cc a dng ho lin quan v khng lin quan

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Chin lc a dng ho lin quan a dng ho khng lin quan

Cch thc to gi tr Ti cu trc Chuyn giao cc k nng Ti cu trc

Ngun pht sinh chi ph S lng n v kinh doanh Tnh kinh t ca phm vi S lng cc n v kinh doanh

Nh vy, lm th no cng ty chn gia chin lc a dng ho lin quan v khng lin quan? iu ty thuc vo vic so snh gia gi tr tng thm tng ng v chi ph qun l lin quan vi mi chin lc. Trong vic so snh ny, nn lu rng cc c hi to gi tr t a dng ho lin quan l mt hm s ca vic m rng tnh tng ng gia cc k nng cn thit cnh tranh trong hot ng kinh doanh ct li v cc k nng cn thit cnh tranh trong cc lnh vc thng mi v cng nghip khc. Nu cc k nng ca cng ty c chuyn mn ho n mc lm cho n kh ng dng ra bn ngoi lnh vc kinh doanh ct li, n s c rt t c hi a dng ho lin quan . V d, do tnh tng ng gia sn xut thp v cc hot ng thng mi cng nghip khc rt t, hu ht cc cng ty thp a dng ho vo cc ngnh khng lin quan. Vy, khi no th cc cng ty vt ra bn ngoi lnh vc kinh doanh ct li? Cu tr li l, khi cc cng ty c cc k nng chuyn mn ho thp, h c th tm c nhiu hn cc c hi a dng ho lin quan bn ngoi hot ng ct li. V d, cc cng ty ho cht (nh Dow Chemical v Dupont) v cc cng ty c in (nh General Electric). Do , cc c hi h to gi tr thng qua a dng ho lin quan nhiu hn. Nh vy, mt cch ph bin cc cng ty hng vo a dng ho lin quan khi (1)cc k nng ct li ca cng ty l thch hp vi mt phm vi rng ri cc tnh th thng mi cng nghip khc nhau v (2) chi ph qun l ca vic thc thi khng vt qu gi tr c th c to ra nh chia s ngun lc v chuyn giao k nng. iu kin th hai ch c kh nng tin hnh cho cc cng ty a dng ho mc va phi. a dng ho lin quan mc cao, chi ph qun l c th s ly i gi tr c to ra nh a dng ho v lc chin lc c th khng c li. Cng theo logic , cng ty tp trung vo a dng ho khng lin quan khi (1) cc k nng hot ng ct li ca cng ty c chuyn mn ho cao v t c ng dng ra ngoi chc nng ct li ca cng ty; (2) qun tr cp cao ca cng ty c kinh nghim trong vic mua v xoay chuyn cc n v kinh doanh yu km; v (3) chi ph qun l ca vic thc thi khng vt qu gi tr c to ra bi vic theo ui mt chin lc ti cu trc. Tuy nhin, iu kin th ba khng thch hp vi cc cng ty a dng ho cao . Nh vy, khng c vn g khi cng ty theo ui chin lc a dng ho lin quan hay khng lin quan, s tn ti ca chi ph qun l cho thy c nhng hn ch thc t i v mc a dng ho mt cch c li. 6.5. CC LIN MINH CHIN LC a dng ho c th khng c li ch yu l do chi ph qun l lin quan n vic thc thi chin lc. V th, c mt cch thc hin gi tr lin quan n a dng ho, m khng cn phi chu cng mc chi ph qun l, l tham gia vo mt lin minh chin lc vi mt cng ty khc khi s mt lin doanh mi.

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Trong bi cnh ny, cc lin minh chin lc ch yu l nhng tho thun gia hai hay nhiu cng ty chia s ri ro, chi ph, v li ch lin quan n vic pht trin cc c hi kinh doanh mi. Nhiu lin minh chin lc c to lp nh l cc lin doanh chnh thc trong mi bn chim mt phn vn gp. Cc lin minh khc c to lp theo cch ca mt hp ng di hn gia cc cng ty trong h chp nhn thc hin cc hot ng lin kt m cc bn cng c li. Cc tho thun lm vic vi nhau hay cc d n lin doanh R&D thng theo hnh thc ny. Cc lin minh chin lc l mt la chn c th chp nhn khi mt cng ty mun to gi tr bng vic chuyn giao cc nng lc hay chia s ngun lc gia cc n v kinh doanh a dng ho thc hin tnh kinh t ca phm vi. Cc lin minh to ra cho cng ty mt khun kh c th chia s cc ngun lc cn thit thit lp mt n v kinh doanh mi. Cc lin minh chin lc c th l phng n cho php cc cng ty trao i cc k nng b sung to ra mt lot cc sn phm mi. V d, xem xt lin minh gia United Technologies v Dow Chemical to ra cc chi tit composite trn c s plastic cho ngnh hng khng. United Technologies trong ngnh ny (n ang sn xut cc my bay trc thng Sikorsky), v Dow Chemical c nhng k nng pht trin v ch to cc composite plastic. Lin minh cn n United Technologies n ng gp cc k nng hng khng tin tin ca n v Dow Chemical c cc k nng pht trin v ch to composite to ra mt lin doanh trong mi bn gp 50% vn. Lin doanh thc hin nhim v pht trin, ch to, v marketing mt ph sn phm composite mi trong ngnh hng khng. Thng qua lin minh, c hai cng ty u tham gia vo lnh vc mi. Tm li, h c th c li lin quan ti a dng ho lin quan m khng cn phi kt hp cc hot ng mt cch chnh thc hoc mt mnh gnh chu chi ph cng nh ri ro pht trin sn phm mi. Chi ph qun l gim khng phi Dow Chemical cng khng phi bi United Technologies m rng t chc ca mnh v c hai cng ty u khng phi kt hp cc vic chuyn giao k nng ni b. ng hn, do vic hp nht, lin doanh c th hot ng nh mt cng ty c lp v c Dow v United Tecnologies u nhn c tin di hnh thc c tc. Tt nhin, cng c nhng s khng hi lng trong nhng lin minh nh vy. V li nhun phi b chia s vi cc i tc tham gia, trong khi a dng ho hon ton mt cng ty c gi ton b li nhun. Vn khc na l khi mt cng ty tham gia vo mt lin minh n phi chp nhn ri ro c th cc mt cc b quyt vi cc i tc lin minh, m sau ny, trong tng lai h c th s dng cc b quyt nh th cnh tranh trc tip vi cng ty. V d nhn c cc kinh nghim t Dow Chemical v composite, United Technologies c th hu b lin minh v t sn xut cc vt liu c bn ny. Tuy vy, ri ro cng c th gim nu Dow c mt cam kt tin cy t United Technologies. Bng vic tham gia vo mt lin doanh, ch khng phi l mt lin minh cht ch. United Technologies phi a ra mt cam kt nh vy bi v n phi u t mt lng ng k vn. Do , nu United Technologies c gng t sn xut vt liu nha composite n phi cnh tranh trc tip vi chnh mnh.
TM TT CHNG

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Mc ch ca chng ny l xem xt cc chin lc cp cng ty khc nhau m cng ty theo ui cc i ho gi tr ca mnh. Ni dung chnh ca chng ny gm c Cc chin lc cng ty lm tng gi tr cho cng ty, cho php n hay mt hoc nhiu n v kinh doanh thc hin mt hay nhiu chc tng to gi tr mc chi ph thp hoc bng cch to ra s khc bit yu cu mc gi cao hn. Tp trung vo mt lnh vc kinh doanh lm cho cng ty c th hng ton b cc ngun lc qun tr, vn, cng ngh v cc kh nng vo cnh tranh thnh cng ch trn mt lnh vc. n cng m bo rng gn b vo vic thc hin iu m h c th lm tt nht. Cng ty tp trung vo mt lnh vc kinh doanh c th b mt c hi tng gi tr thng qua hi nhp dc v/hoc a dng ho. Hi nhp dc c th cho php mt cng ty t c mt li th cnh tranh bng vic gip to ra cc ro cn nhp cuc, thc y u t vo cc ti sn chuyn mn ho, bo v cht lng sn phm, v gip ci thin vic hoch nh gia cc gia on ring r trong chui gi tr. Bt li ca hi nhp dc bao gm cc bt li chi ph khi cc ngun cung cp ni b ca cng ty c chi ph cao, v thiu tnh mm do khi cng ngh ang thay i nhanh hoc khi nhu cu khng chc chn. Tham gia vo mt hp ng di hn c th cho php cng ty th c nhiu li ch lin quan vi hi nhp dc m khng cn phi chu cng mc chi ph qun l. Tuy nhin, trnh ri ro lin quan n vic cng ty b qu l thuc vo cc i tc ca n, mt cng ty tham gia vo hp ng di hn cn tm c mt cam kt tin cy t pha i tc ca n hay thit lp mt tnh th khng ch ln nhau. Khai thc ngun bn ngoi c tnh chin lc i vi cc hot ng to gi tr khng phi ct li c th cho php mt cng ty h thp chi ph ca n, to ra s khc bit v sn phm tt hn, s dng tt hn cc ngun lc khan him, p ng nhanh chng vi cc iu kin th trng ang thay i. Tuy nhin, khai thc ngun bn ngoi c tnh chin lc c th c tc ng bt li nu cng ty khai thc bn ngoi cc hot ng to gi tr quan trng hoc nu n tr nn qu l thuc vo cc nh cung cp ch yu cung cp cc hot ng ny. a dng ho c th to gi tr thng qua vic theo ui mt chin lc ti cu trc, chuyn giao nng lc v thc hin tnh kinh t v phm vi. Chi ph qun l ca a dng ho l mt hm s ca ca s lng cc n v kinh doanh c lp trong cng ty v phm vi kt hp gia cc n v kinh doanh ny. a dng ho ho vi ng c chia s ri ro hay c c tng trng cao hn thng ko theo s suy gim v gi tr. a dng ho lin quan thng s dng hn so vi a dng ho khng lin quan bi v n cho php cng ty cam kt hn na vo cc hot ng to gi tr v gim ri ro. Nu cc k nng ca cng ty

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l khng th chuyn giao th cng ty li khng c la chn no khc ngoi vic theo ui mt chin lc a dng ho khng lin quan. Cc lin minh chin lc c th cho php cng ty thu c nhiu li ch hn so vi a dng ho lin quan n khng cn phi chu cng mc chi ph qun l. Tuy nhin khi tham gia vo mt lin minh cng ty c th phi chu ri ro cc b quyt ca mnh ri vo tay i tc. C th cc tiu ho ri ro ny nu cng ty c c mt cam kt tin cy t pha i tc. CU HI THO LUN 1- Ti sao mt cng ty li tp trung kinh doanh ca mnh vo mt lnh vc n l? 2- Trnh by cc li ch, bt li v chi ph ca hi nhp dc? 3- Nu cc phng n hi nhp dc? Trnh by cc u nhc im v iu kin ng dng ca mi phng n? 4- Trnh by li ch, bt li v cc chi ph ca a dng ha lin quan v khng lin quan? 5- ngha ca cc lin minh chin lc? Nhng vn cn ch trong cc lin minh l g? 6- Vi cc cng ty nh General Motor v Ford ti sao trong qu kh h li rt c li khi hi nhp ngc chiu n cc nh my ch to chi tit b phn. Ti sao hin nay c hai cng ty ny u mua t bn ngoi nhiu hn? 7- Trong nhng iu kin no vic tp trung vo mt lnh vc kinh doanh ph hp vi mc tiu cc i ho gi tr c ng? Ti sao? 8- General Motor hi nhp dc trong nhng nm 1920, a dng ho trong nhng nm 1930, v bnh trng ra nc ngoi trong nhng nm 1950. Gii thch nhng s pht trin ny theo hng s sinh li ca chin lc. Theo bn, ti sao hi nhp dc l chin lc u tin m mt cng ty tp trung vo mt lnh vc kinh doanh theo ui. 9- Cc hot ng sng to gi tr no cng ty nn khai thc t nh cung cp c lp. Ri ro no lin quan n vic khai thc cc hot ng ny 10- Khi no mt cng ty nn chn chin lc a dng ho lin quan, khi no th chn chin lc a dng ho khng lin quan? Tho lun iu ny trong ngnh ch to in t v ngnh ng tu vin dng?

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TI LIU THAM KHO 1- Alex Miller (1998). Strategic Management 3rd Ed. Irwin/McGraw-Hill 2- Charles W.L. Hill, Gareth R.Jones (2002) Strategic Management : An intergrated Aproach, 5th Ed. Houghton Mifflin. 3- Chistopher G. Worley, David E.Hitchin, Walter L.Ross (1996), Integrated Strategic Change: How OD Builds Competitive Advantage, Addion-Wesley Publishing Company. 4- Irene Chow, Neil Holbert, Lane Kelley, Julie Yu (1997), Business Strategy: An Asia-Pacific Focus, Prentice Hall 5- Gregory G.Dess, G.T Lumpkin, Marilyn L.Taylor (2004), Strategic Management, Irwwin/McGraw-Hill 6- Henry Mintzberg, James Brian Quinn, John Voyer (1995), The Strategy Process, Collegiate Ed.Prentice Hall. 7- Michiel R.Leeder, Harold E. Feason (1997), Purchasing & Supply Management, 11th Ed. Irwwin/McGraw-Hill 8- Peter Wright, Mark J. Kroll, John Parnell (1996), Strategic Management : Concepts and Cases 3rd Ed. Prentice Hall 9- Thomas L. Wheelen, J. David Hunger (2004) Strategic Management and Business Policy 9th. Prentice Hall. 10- William C. Frederick, James E. Post, Keith Davis (1992), Business and Society: Corporate Strategy, Public Policy, Ethics, 7th Ed, McGraw-Hill,Inc