战略转型中的一致性——康尼格拉公司战略转型及其启示  

Consistencies during Strategic Transformations:The Case of ConAgra

作　　者：马浩[1] 

机构地区：[1]北京大学国家发展研究院,北京100871

出　　处：《华中师范大学学报（人文社会科学版）》2015年第4期32-39,共8页Journal of Central China Normal University:Humanities and Social Sciences

摘　　要：战略转型通常意味着企业经营领域和运营方法的重大变革。然而,成功的战略转型背后往往蕴藏着某种前后自洽的一致性。正是这种一致性赋予企业独特的性格特点和清晰的外在形象。通过阐释美国食品巨头康尼格拉公司在过去40多年中的演进过程,本文试图勾勒它在几任CEO主政下战略转型过程中展现的惊人的一致性:利润至上、品牌崇拜、兼并剥离、顺应外部潮流、营造组织与战略的匹配、保持核心业务和主要收入来源稳定,以及慎重选择符合公司使命的领军人物。对于战略转型中一致性的了解和把握,有利于对转型过程的管理与掌控。Strategic transformations typically involve major changes in a firms business portfolio as well as its modus operandi.However,it is interesting to note that successful transformations could feature some noticeable consistencies in a host of areas that help shape the firms identity and mobilize its internal energies.This article dissects the consistencies found during the strategic transformations occurred at the American food giant ConAgra in the last 40 years or so.These consistencies include：driven by profit target,brand worshiping,using acquisition and divestiture,keeping abreast with changing environment and consumer taste,fitting organizational structure with firm strategy,maintaining a set of core businesses to insure steady sources of revenue,and careful selection of mission-driven CEOs who both identify with and exemplify the above mentioned consistencies.It is expected that the examination of such consistencies will help managers better understand and deal with the challenges of strategic transformations.

关 键 词：康尼格拉 战略转型 利润至上 品牌崇拜 兼并剥离 

分 类 号：F416.82[经济管理—产业经济] F272