Strategy

226 Pages·2011·5.51 MB·English

by  Valeri Beim

Back to Basics: Strategy
Backt oB asics:
Strategy
by
ValeriBeim
2011
Russell Enterprises, Inc.
Milford, CT USA
Back to Basics: Strategy
by
Valeri Beim
ISBN: 978-1-936490-49-1
© Copyright 2011
Valeri Beim
All Rights Reserved
No part of this book may be used, reproduced, stored in a retrieval system
or transmitted in any manner or form whatsoever or by any means, elec­
tronic, electrostatic, magnetic tape, photocopying, recording or otherwise,
without the express written permission from the publisher except in the
case of brief quotations embodied in critical articles or reviews.
Published by:
Russell Enterprises, Inc.
P.O. Box 3131
Milford, CT 0646U0SA
http:// www.russell-enterprises.c om
[email protected]
Translated from the Russian by Jim Marfia
Cover design by Janel Lowrance and Zymurit Nasilkowski
Printed in the United States of America
Tabloef C ontents
Preface 5
Chapt1e r
IntroductotO iuorTn h eme 9
GoalisnC hess 11
Chapt2e r
StratePgriicn ciples 16
PiecDee velopment 16
Chapt3e r
TheC enter 48
TheC entaenrd t heW ings 68
Chapt4e:rO penL ines 100
Chapt5e r
Weaknesses 140
TheT woW-eaknesPsr inciple1 71
Chapt6e:rC oordinating Fo1r8c2e s
Back to Basics: Strategy
Preface
Plyaincgh eisssi ntere-sbtuitnp grop erm ean-st haitsn ,o ats a
plyainagn dw inniinseg v emno rec onsequoefyn ocueor p pon'esn t
inetsert!i ng tebrlrbeil nude-ri tn iecsse asrtyh at
objecrteiavsefoo ntrsh eixs iisntt h e
Whicpha tlhesat dov iocrtiyna g amep osition.
ofc hess?
Sucrhe oanssa,lw yasc ontaiintn heed
Thrseuec pha thsk nwaonrT.eh fier stp osiatriaeos nu,p erfiooror nisetydi e
iasd iercatt toanctk h kei nwgi,tt hh ei ns omoeft hceo mponwehnitmcsah k e
aimet ihetrom atoer,t of orcteh eu pa c hepsoss itSiuocshnu .pi eorrities
opponiendn etef,n ditnhgaa ttt atcok a,r ues uaclallyal devda nt.Ta hgeerse
suffesre rimoautse rlioaslsT ehse. a rve aoruisk indofsa dvagnetsa,
secoinsad l stooo btain oefan osuogmhe tiimnme astr eiaolt,ht eirm iens
mateardivaaln ftoarg ea nw ienba;ust y t hmeo sdtvi eresleme entosft he
thtiism ieit sa chiebvyme eda nosfa posiAtdivoangn.et osaft hlea tttyepre
tatcicballo( ww wei nlolbt ee xaminianrcego mmornelfye tror peaodss itional
thcea soefa h orbrlbiel unbdyeo ru ra dvant.a ges
opponesnitnt,ch eme o rpel aying
experoinehena ctseh, le e osftse tnh isI nt hmea itnh,bi oso wki bleld evoted
happenBse.s itdareisn,io nnge steol tfo q uestoifco lnasfys isnipgo siiotnal
awasittiu pd smtiakfeorsmo n'es advantaangtdeh vsea oruiosp etriaons
opponieswn rto nognp riinpclaen,d thcaatbn e p erfowrimhtet deh m.
verhyam rfult oo nset vriinfgos re ­lf
reali!z)a.t ion Forn owl,e tl'osoa kta coulpeo f
exampalneds ,a t phroews -etonhrce e
And tthhiear ndd finailst hweaa yb se-nocfte h nee cesasdavrya ntages
tcehnicaanldc ,o nsstiosf s olwlyi nfluetnhcoeeu dt coofmt ehg eam e.
nuirsng trvieellsaym allv aarnide d a b c d e f hg
mataelro irp oistioandavla nttaog es
8
vcitoTryh.ip sa tmha yb et hvee yr
7
harsdtea,n dl aerinngto m aster
6
technwiiqcluolets htse t udpiloyauesr
mortei mteh alner anitnhgoe t her5
plyaingb i.ht as 4
3
Anda lthoaulgtlhh f eun damental
2
methoodfps ly a jIsu tl tiesuds ually
1
requtihraaetp lyaehra vdeif freent
lelvosef knowalnedddi geffer elnetv els a b c d e f hg
ofp repareaatcoihfoh tne,ms haornees PilulrysB-burn
imporgteannaetlcr harraiccst.Aten id Hasti1n98g5s
thati noi rsd:te owr i bny o bjecetyli v
5
Back to Basics: Strategy
Herwee h avae c las(sainvcde y r 23h.8R+e,ct .2;2. N .f8. 2 3.h4QN g6
tyipcaelx)a mlpeo f tshuec cuels 2sf4.hQ7+K f8 25.hQ8+N xh8
execuotfoi onnoe f t hbee ts-know2n6 x.hR8#.
methoofd sc noamtbaiitvteaa gcaki nst
thkei ng. 23.QKhf84 24.N+h K7g82 5.6N+f
Kf82 6N.x eK8x e82 7Q.g5c xd4
HarrNye lonsP ilulrsyab,l egernyd 2a8.Rh180-+
Amernip clyaaeorft hlea tteorft hhea lf a b c d e f g h
1t9hc enyt,mu ardeex cleelunste t hoef
8 8
tatcicali apreioctftui ihlepsso sition.
7 7
6 6
Theo penmionvge sh ioasft t aacrke
we-lklnotwoan n pyl yaer hwahhsoa d 5 5
sufificenetx peenrciseo lvtihneg 4 4
exalmepgsi vienann mya nuoancl h ess3 3
tatccis2:0 .BxhK7x+h!72 1.Ng5+ 2 2
Kg8O.n 2 1.. .gK 6W,h iwtien so nacte
by2 2g.3R,w heBnal chka nso d efense
agaitnhsfetta ajlmu po f twhheei t a b c d e f g h
knigfhoetrx, a pmlteo,t hee6 -usaq.r e Yusupolve-sIcClaosr doba
Howe,vi estrh oublend o ttehdta hte re Ubed1a99 7
arael scoa sienws h icshu cahk ing
maneumvaeyrb e w hasta vBealsc k Lookcilnogs aettli hpyso tsiifoornm a
formt ihast tka!c gambee twtewewone lnlo-wkpnl ayers,
a b c d e f g h wec asne iets si mriilttaoty h teat cical
motjisufte xmaineTdh.eS pnaish
8 8
grandmassutcecru mtboet dh e
7 7
temptoipnpgor ttuoen xietctyuih tosel d
6 6 (probsaebvleyr al huonld!dr)e d years
5 5 anwde -lrlegatrrcdikae,nd ld o owkh at
4 4 hapnpeed:
3 3
2 l.le. 4.1 .2NdB2x h21+.3 KxhN2g 4+
a b c d e f g h
8 8
a b c d e f g h
Ther esulstuiiatntgii ossn t andfaorr d7 7
comnbtaiioonfts ih sso rWth:i nteee ds6 6
tob rihnighs e apviye ctoet shh e- file5 5
asq uicakspl oys siwhbeltrehe,e a yn d
4 4
thken igwhitlc olm bitonc eh ectkem a
3 3
hiosp ponTehnect o.n tinwuaa:st ion
2 2
22.Rh!Q3e8O.t hreerlp ileosas swe ell:
22.f .62. 3h.8R+K x8h2 4Q.h4K+g 8
25.hQ7+ 8K 2f6.hQ8#2;2. c.x.d 4 a b c d e f g h
6
Preface
But aftfeorrc ertdeh pel yg 3!1( 4b.uKtK g63 6.RRhe24 3 7.hRxg2f xg2
no1t.4 Klg? ?Q h4, Wwhhiectnae n no3t8. RxgB2f3 39.f2R g44 0.Rea64
espceam atmea;t tersa lwshooau vled4 1.NcR7x a422 .K1c0-l
endbeadd floyhr i amft e1r.4 Kh3Q?d 6
15g.3[ 1.5xKg4N f6+1 .6gK5h 6+ Beofrder awcionngc lufosrmiw ohnast
1.7hK4Q h2;#1 .5RhlN xf2+1 .6hK4 weh avoeb serIsv heodul,kli etd os hare
g5!+1 .7xKg5Q g6+1 .8fK4Q g4#]a f ewi mptoarntth ou.gI htit sqs uite
1.5Q. h.6 +1 .6xKg4N e4#w)h,e int likeltyh eteshxeaa tlm epwsi lsle em
tunredou tth aBtla chka db eetno oo vercloym plteomx a nrye ad:te oros
opmtiitsiicnh iesv aluoaftt hilekoi enl ym anpyi ecteosmo,a npyo ssibilities,
ouotmceo fh iosp etriaoAnsd. e atilewdi tcho nsequtehnaactred esi cffiult,
analyosfti hspe o sbsitiliieisnt ihs sometiimmpeoss stioub nldeen,rd s.t a
copmlitceamdu lti-sptiiueaoctnei
showisne, v eproys sviabrtliieato hna tY ous hou'lbtde an rfaiodft ihsF.r om
follo(wIss h anlolot v beurrdmeyn mym anyye aorftsa r ineixnpgee nrcie,
read'ae trtsenwtitihto hne asnea sleysI kn owv erwye tlhloa ntae n tdh sea me
-jutsatkm eyw orfdoi r!t, W) hikteee psc hemsaset ricaalnp orviudsee ful
enouogfah n a dvanttowa igne . informtaott hineoo nv iacnetd ot he
strporneogsf sniaaoll ipkorev,i diietsd
14.Q .d.6 + packweidt ehn oghui nformaOtfi on.
couresaec,ht hoetfsw eo sweiaeln ld
After. Q.1g.451 .5NdxQeg461.6f3K,th e takaew atyh,aw th iccohr srpeontdos
kinaglr suotn osas aehf avweintW,hh iteh iosw nl evoefpl r eptair.oa n
keephiimnsag t eardivaanlt Aangtdeh .e re
aroet hpeors sviabrlieaw thiioccnohsu lHdere iitms o suts etofu slt umdayter ithaalt
alhsaov dee velsoiplmeaidr ly. habese ntak en frthoemg ameso fs trong
playseirsnth,ce ae c tithoenspsel aytakeers
15.4f exf3+1 6.Kxf3N d6f 17.Nde4a rceo ncebiavseuedpd o tneh idre ep
Nxe148. Qxe4b S1 9.B3d fS2 0.4Q fknowledogfthe e tru ths ofc hepslsaan yd,
Qe72 1.Keg2S 2 2.Qff342 3.dKl!?fi llweidthi nterestiindge as.
Nxe32+4 .KRcfl7 25.lR hBg4
26.QxRcc682 7.Qxb5 Ih avael wafolysl othwiedps ri ncwihpelne
presenmtinagte riimnay lbo oksan di mny
Andn owiw to ualpdp etahArar tt huars tra ining sessNioowna,sbo u.tht ee xamples
noto nlay m atreiablu,ta lsao wee xamined, whahta vwees een?
sigcnainafitdv atnagient hset rength
ofh ipso sitwihoiincnc,h h eisuss s ualFliysr to fa lwle,s awo naen tdh sea me
rfeerrteod aap so sitaidovnaanlt awgee-l.knl owtanc titceaclh n-ilqeuaed ing
Thiasd vanitsa gewa hlaltoW whsi tet oc omptleeloyp posrietse!uI lfwt es
tofi nitshhe gwaimtakeh i ngastitdaecb ke airnm intdh aitnt hsee cocnads e,
ofh iosw n. Blcaka,tf emra kitnhgse a circief,
commtientdo fu rtheerrr -owresl hle,
27a 62 8.eQ5Q xe2S9 .ed5xN xg2 mighhatv ceo mmtietadf ewm inor
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30.Ref3g 3l1. BcR4x c342. bxRcc47 inarcacicueisna na lredaffiidcyu lt
33.NRdx5c 43+4 .KKdti2 3 5.xRh7+p osi-tliotost,nh ehnid see famtu sbte
7
Backt oB asicSst:r ategy
condseirtehdoe bj cetivceorlreyc th ifsor cheasr omnio,ur seralfiynfionrg
ouotmceo ft hgeam eT.h is rgiisvete hsme o mefnortm a nsyh aarcpot ni.
tot hqeu eosn:tw ihyw atsh aet tsaock
powerifuntl h e cfiarssaent,wd h yd idT huwse a rvreia,tl asattt, h meo st
iftla slof asrh oirnt the Iswtea cso inmdp?toa rpnot int.
fotrh peu rpoofsg ei vianc ogm ptlee
answteotr ih qsu estthiIaoe tnn gageIdfa ,s hwaeva el reeaxdpyl aiintnh eed
int heen tpirrieevo ulse ng-tbhuytI , p ercedeixnagpm leosn,ce a nnloitv e
ams urnee,cs easr-dy iscussiosnu.c cuelsilsnycf heosnts a ctailcosn e,
whaetl sdeow en eeWde? need one
Herei ti s: retahseto hnaP ti blulr'sys morvei teealmle onfpt l aTyh.ie slm eent
combaitnisounc ceweadste hda hti si csa lslterda tegy.
positbieoofrne h es tarttehde
comnbaitiwoanss troenngo ughT htbeoo owkh iycohhu o lidyn o uhra nds
rendheisrsa cfirciiaatlt saucck cuels.si fsd ecdaitteoda dicsourosnte h e
Ino thweorr dtsh,e storfeh nigste hs seonfcs et rgayth,eo wi tu sually
posiltyaii ontn h aebi lyoi fth ipsi eceasp peoantr hsce h sebsoaarndwd,h aitt
tow okr togetihnte hrne e cersys caonsstoisf.
dierctiaonandl, is not h een emkyi 'nsg
lacokfa s uffiecnidte efnsTeo.g ethIeh ra,vw er itpterevni oaubsolcuyht e ss
thefsorem W hi'tsea ccuamtuelds traitnme ygb yo oLke ssIonnC sh ess
positaidovnaanlt. a ges Streagty( GmabiPtu bilctaioLndts. ,
200).3I nw orkoinntg h nieswb ooIk ,
Int hsee coenxda lmepB,al c'kfsor cest reidt oa vodieda lwiitnhag n tyh eme
hadn oyte atc hietvheasdatt g eof thwaatps er viocuosvleyir tneh doe t her
coopernaetcsieaosrtnyo o verchoimseb ookIn.t ihsI,h avmeo roer l ess
oppone'ndste efnsibavreer r.is succeeadnetdhd u,Ihs opteh aeta ch
wiclolm pletmheoent th er.
Anotwhaeyor f p uttinwgo utblhed:i s
Thes oel pernecsoefa cobmniativTeh ibso ok iwnaist iinatlelnfydor e d
moft oin tbhoead ,re veinfi ti s thowsheoa rtea kitnhgefi irrss tt eps
spuportebdya p layoeftr po -acsls studytihntegr ustu hnderltyhien g
tactmiacsatlie isry n,s uffibcaisefoinrst battloents hceh ebsosaBrudi.tst e ems
thsecu ceosfsa tactoipecaratli ont!om et hmaotr eex peenrciaendbd e tter­
Whaetl isnsee edYeodun? e etdoh avep repafrgiehdt ecrasna lseox tract
suffiicepnott enitnti hapelo sitIino sno!m teihnugs uelffor mt ihbso ok.
our secotnihdps o ctaesnheta,nid oa tl
yebte eanc culmtauebdyB alcakn,ad n I htohpsaeut ca hne xpansoifio tsnsp here
incorriemcpetrs snoi fto hpeo sbsitiliieso fu sefulwnienlsolhst a rtmh is bbuoto k,
ofh ipso si-toivoenr estiimtasmt aiyin ngs taetatadrd adcitt iinotnearle st. As
stre-nlgetIdhll estcota hsme is takeinmn y p revwiroiutsai ttnh gtisis,ma eg ain
deciswihoilnceh,id nt umt ot hleo ssI.a dvismeyr eadtehraastn rye sponse
fromt hewmh,a teimvtie grb hetw, i blel
Isnteoafid m metdeislaayc firciinhge, a ccebpytm eewd i tghr autdiet.
shouhladvg erd aualilmyp rotvheed
positoifho inas r mys,e ektion g ValeBreii m
comptleie tdse vpemleonatn sde t out Vienn2a01 0
8
Chpate1r:I n rtoudcitotno O urT heme
Web egaiswn e s houblyed x,p lainiincnh get sors e fteotr h vaitt caolm ponent
whawtei ntteons dt udy. oft hgea mceo ncneerdw itthh e
effecteixvpeal toiiootfsn m amlaltr eial
Friswte s houmlakde c elahro w thoerp oistioandavlag netsoa,rw ith
authhoirm sdeelfifn aelstl h meo sth oldaip nogs iitsnio omne wihnafte rior
imptoarntte ramsss otcewidia tthh es tiutaioanlsol,ft ihso cucrnrgia,s a
theumned deirs cussion. rluei,nt heen dmgea.)
Thimsu sbte d onbee,c aiutos ftee nN evheerlteIc sosn,s iiutds eertfu ogli ve
happtehnatsth orseeia ndbgu,mt o rea c elareexrpn laatiooftn h bea sainsd
especitaholdslieys cushsaivnecg o,n nectbieotnwse tehne two
diffreen(tsm oetimceosnd seirabfulnyd amecnotpmaoln eonftt hsge a me
dieffre!nu)tn denrdsitnoagfts hs ea meo fc hessi nttheaurtses :st tr aatnedg y
sujbcets oacuncrder ncTehsil.se atdos t atcicFsot.rh piuspr oslee',tts a kaen
conufsionw,h icthu rnistn o exapmloeu otfd ailleiy.f
misundenrdsitnaagnesdv etnot riandg
insuAlntdts h.ai tss ometwheid nog Howa bosuotm etthhiaintspg e rhaps
nonte ed. thmeo sfter qutea nnfda imilrao fleis'f
sitouna:st piae rsloena vhionmigetn h e
Fisrto fa llle',ts d eawli tthh tee rmm onrinogff,t od oh iosr h edra ily
strategy. businessa?s sLutemihtesp' esr son
intetnobd usay f ewt ihnglste;'a sl so
Srtaetgyu suamlelayn tseh mosts uppsohsheea s detcoui sdmeea ds s
genepralanlo fa cotnil,e avtihnegt ranstpio.or nta
wokrinogu t odfe tltatshiot e h tea ccatli
elmeetn( btyh wea yI,h avael shoa d Itis q uiltiek tehlabyte o,fr seh eev en
occastiogo inva ed efiniotfit hoenl eaves shhwoemi elh,la v dee cided
concoeftp atc taiswc esla ln,id ct a mew hisctho srhewe i vlilts i ins earocfh
oultki et hsiT:ac tiicnsv otlhvteea ss ksw hasth wea nttobs u y.
oft hmeo me,mn etantihnogps roebe lms
whircehq uais roel uhteiraoennn d o w.I)wt o ulaldsb oea g ood fiordh eetaro
figureb eofuotr ehhoawn idsgs ho ei ng
Buttih fsor muliaos f tlltihee ltpou si n tog etth erieno, t hweorr dwsh,i ch
the begsitnangoiefons ug rr e srecah,t rasnyssittae nmwd,h itcrha enrmssaf y
sof onro ww es haulslie to nlfyor ben eed(eadna dtw hicshts o)pt,o
reducptupirovsee Isnt.se awde,s halalr raitvh eed re stinatiwohne?r eA lso,
usaes o umra ignu itdhefe ol olwings houslhgdeo a fterwaridsfsh c,ea nnot
simpdleefit niiownh,o lulsyue lff or findw hasth iesl ookfionirgnt hfier st
prcatipcuaprlos e:ss tratiencgy h essst o(raess o methiampepse onris sf)h ,e
(ando nnylo tci hne scso!n)c eirntss edlfo ensol ti tkhepe r iocre ,a nyetlhsien g
wiht preparingf avorabalbeo iu(ttw hiscohm ethiampepste on!os) .
circumsftorad necciessti avcet oirc al
technoipecraalt i(oRnesm.e mtbheartA ndn o,wl et bruesad ko wtnih s
weg enaelrulsyte h tee r"met chniqsuien"g sutiluatari ointno i tesel ments,
9