TAP CHl PHATTRIEN NHAN Ll/C - S6J (bB[»20
QUAN LY CHIEN Ll/OC TRONG TO CHUfC:
NGUON GOC, T R I / O N G P H A I VA CAC DONG TU TUdNG
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T6M TAT
Bdi viet ndy trinh bdy cdc plian lich. ddnh gid ve nguon goc, tntdng phdi vd cac dong IU lUdng ctia qudn ly chien lu(>c trong tdchdc. Bdi viei khgi thdc khia cgnh Uu, nhudc cua moi trudng phdi vd moi dong IU ludng. I<lhi7ng kliia cgnh ndy vdn di khong dupc trinh bdy chi tiet irong cdc gido trinh gidng dgy. IU vdn ve qudn ly chien lupc. Cdc nhin mpl chieu se khien cho cdc nhd qudn ly dp dung mat cdch mdy mdc cdc md hinh. Viec hieu cdc Uu, nhUdc vd sU tien trien cua cdc trudng phdi, ddng IU mdng se giup cho nhd qudn tri d cdc doanh nghiep cd mpt nen Idng ly thuyet vdng chdc giup hn hinh lhanh cdc chien ludc da dang vd cd khd ndng thich dng vdi mpi hodn cdnh. bien co cug moi Irudng kinh doanh dang thay doi lien tlic.
Tir k h o a : nguon goc qudn ly chien luac trong to chiic; Irudng phdi qudn ly chien lupc Irong id chdc: cdc ddng tu tudng cda qudn ly chien lupc trong td chdc.
1. Nguon goc cua khai niem chien liTOc Nam 1945, chien tranh The giffi lan hai ket Khdi niem chien lifdc c6 nguon goc til Hy thuc, thi trU5ng My da trSi qua mot sU biing Lapcodai. Bracker(1980, trang 219) cho rang
tlt "chien lupc" .xudt phdt tii cdc chien lUdc gia Hy Lgp, nd mang nghTa gdc Id lap ke'hogch tieu di^l mpl ke thil khdc thdng qua viec sd dung hieu qud nguon lUc."
Ngay nay, chien lade dildc xem nhu mot khai niem lien quan den chien tranh van con co anh hudng ldn. bSng chihig la sU pho bien giua cac nha lanh dao kinh doanh cho cuon sach ban ve chien tranh d the ky 19 cija Karl von Clausewitz (Witzel, 2012). Karl von Clausewitz va nhiing
no thuong mai. McKieman (1992) binh luan rang dieu nay buoc nhieu cong ty My phdi suy nghi lai ve he thong ke hoach kinh doanh c i a hg. De thifc hien viec md rpng cong suat va doi pho vdi sU bimg no, cac cong ty bit dfc ttt bo cac chu ky ngan sach ngan ban (dai khodng mpt nam), de ung hp cac ky thuat lap ke hoach dai han hon (til 2 den 5 nam). Su phat trien cua phuong phap lap ke hoach va dau tu nay da tao ra mpt dpng lUc dang ke khi mpt so nguSi tham gia vao cac boat dpng hoach dinh ngUSi khac da phat tiien khai niem chien lUdc chien lUdc thdi chien cua quan dpi Hoa Ky hoan toan lien quan de'n viec theo dudi thanh quay trd lai ddi song dan sU. NgUni noi tieng cong chien thSng trong chien tranh. nhat la Robert McNamara, da trd thanh Chu tich cua cong ty san xuat xe hdi - Ford Moinr ' TS Quan m Kinh doanh. Bo mon Phuong phap nghien cuu - - . . . i. • .
•.hoa Ouan m - Tmcmg Dai hoc Kmh lc TP.HCM. Company, ong tUng lam ngoai truong dudi thdi
CA0QU6C V|£T - QUANLyCHlgNLUQC...
John F Kennedy va ning Ii chu tjch Ngin hing The gidi (Moore, 1992).
2. Ke hoach dai han vi sti ra ddi cua quan ly chien liTdc
De ddi phd vdi sU phit trien cdng nghe, kinh td vi td chdc mdi vi dang thay ddi nhanh chdng sau 1945, cic doanh nghiep cua My da bit dau ip dung cic ky thuit lap kd hoach dii han. Yeu cau dau tidn cua kd hoach dii han la xdc djnh cic muc tieu cua td chflc, sau dd thiet lap cic kd hoach de dat dddc cic muc tieu dd vi cudi cflng li phan bd ngudn lUc, thdng qua ngin sich vdn phu hdp vdi cic kd hoach.
Muc dfch chfnh cua qui trinh niy li giim khoing cich thddng xiy ra gifla mdc dp nhu cau mi mpt cdng ty mong ddi, Ien kd hoach vd mdc dp nhu cau thdc sd xiy ra (Fox, 1975).
Do dd, lap kd hoach dai han Ii mdt cd chdde vach ra cic xu hddng vi xay kd hoach cho cac hinh dpng can thidt de dat dddc cic muc lieu ling trudng da xac djnh. Ti't ci diu thien vl cdc myc tiSu tai chfnh vi kiem soit ngan sich.
Tuy nhien, qui trinh nay khdng cd kha nang du bio chinh xie nhu cau uong tUdng lai, va van dl khoing Udng gifla nhu cau dU kidn vi nhu eau thUc te van cdn (nghia li ngUdi lap kd hoach khdng ludng trUdc dddc khoing cich gifla nhu cau dd kidn vi nhu cau thUc td).
Ke hoaeh dii han da that bai vi nhieu Iy do den td ben uong npi bp td chdc vi moi trddng ben ngoii (McKieman, 1992). Trong npi bp td chflc, nhieu he thdng lap kd hoach lien quan ft nhilu den viec phan ti'ch cic xu hudng ban hang uong qua khd. Chung ft chu y den nhdng thay ddi ve kinh te, cdng nghe hoic xa hdi, hoic hanh ddng cua cac ddi thu cnnh iranh
Ddi vdi mdi uudng ben ngoii, uong nhiJng nam 1960, ting tmdng thj phan d mdc cao di nhudng chd cho mdc tang trUdng thap hdn, din ddn su canh Uanh gia tang khi sd lUdng cic cdng ty ngiy cing ting len. Ket qui li cic nhi hoach djnh chidn lUdc phii thfch nghi vdi mpt thd gidi kinh doanh cd tang trddng khdng dn djnh; luc nhanh luc cham hoic bj gian doan mpl cich khd Iddng. Ngoii ra, cic cd hdi vi mdi de dpa khdng ludng trUdc da xui't hien. Ke tfl dau nhflng nim 1970, eic thj trudng day bidn ddng. dU thfla vi han che ngudn ldc da inh hddng den viec hoach djnh chidn Iddc (Koch, 1995).
Cac ky thuat lap kd hoach dai han khdng the ddi phd vdi mdi trddng hdn loan nhU the, die biet la dp chfnh xie cua du bdo. Ngoai ra, bin cha't cua kinh doanh d My da bdi dau thay ddi. Tang trudng chim hdn vi canh tranh gia ting din ddn tinh uang cic doanh nghiep ddn le ldn, tmdc diy cd the thdng tri mpt nginh, di bj thay thd bdi cic tap doin da qudc gia hoat dpng trong mot loat cac nginh vi thj trudng ngay cing canh tranh khdc liet.
De ddi phd vdi sU xua't hien cua cic tap doan vi sd that bai cua kd hoach dai han, vio cudi nhflng nim I960, khii niem quin ly chidn Iddc bat dau ra ddi. Khdng gidng nhd lap ke hoach dii ban, quan ly chidn Iddc tip tmng vao cic gia djnh ma d do mdi trUdng lam nin tang cho xu hudng thi trddng va sd kdt hdp cic kha nang thay ddi cua cac xu hddng cd the xiy ra, va nd khdng dua tren gii dinh ring cd the dim bao mot mdc ling trddng day du (Mintzberg va Quinn, 1991). Do dd, quin Iy ehien Iddc tip tmng manh hdn vao viec giinh tili phan tfl cac ddi thu canh tranh (De Wit va
CAO QUUe v i t I - UUrtfN LT ^ r
Meyer. 2010).
Quin l\ chien lUdc da cd mpt cii nhin rpng hdn vi tinh vi hdn vl mdi tmdng td chflc so vdi lip kd hoach dii ban (McKieman. 1992).
Cic CEO dilu hanh cic doanh nghiep ldn. da dang hoat ddng trong mdi tntdng phdc tap.
phii quan ly danh muc dau td da nginh, phflc tap hdn. Vf du nhu lip doan General Electric, djnh vi vi dinh gii cd hpi thj trddng cua cic ddn vj kinh doanh chidn lUdc (SBU) cua hp vi quydt dinh xem cd nen phit trien, bin hoic ddng cfla chung hay khdng. Cich lidp can
"djnh vi"" niy ddi vdi quan ly chidn Iddc. the hien Uong "mo hinh luc lUOng cgnh tranh'' cua Porter (1980, 1985), di cbi phdi ihUc tien quin ly chidn lUdc tfl nhdng nim 1960 ud di, vi md hinh niy vin cdn ip dung cho ddn ngiy nay (Johnson vi cdng sd, 2011; Rigby vi Gillies. 2000). SU ndi tidng cua md hinh Porter khien nhilu cdng ly dp dung mdt cich cdng nhic, miy mdc, vi khdng can suy nghi.
Nd khien cac doanh nghiep ton tai tU duy ring ndu khdng hoic khdng cd tiim ning ud thinh cdc ngUdi di dau uong ITnh \ Uc cua chung. lhi se bj bin thdo hoic ddng cfla (Koch. 1995).
Slace> (2010) va nhilu ngUdi khic chi ra ring cich tiep can quin ly chidn Iddc niy md li chien lUdc nhU mpt quy Uinh mang tfnh ly m'. theo do cic nhi quin ly thu thip dfl lieu cihig. djnh lupng ve cdng ly cfla hp vi phan u'ch thdng tin niy de dUa ra quydl djnh ve tddng lai. Tuy nhien, tfl cudi nhflng nim 1970 uddi. quan diem 1\ tri vl chien lUde tren da bj tan cdng ngiy cing ting, ghi nhin bdi Henry Mintzberg (1978. 1987. 1998, 2007). NhUng ldi chi trich chfnh cua cich tiep can Iy tri ddi vdi chidn lUdc md ti d ba diem. Thd nhat. dfl
lieu cflng. djnh Iddng khdng ddng tin cii> hoic khdng fl md hd hdn dfl li?u djnh tfnh. Thd hai, cic id chflc va nhi quan ly khdng phai la cac tiiUc till ly tri (thinh thoing ho van ra quyel djnh Uen tnSc giac \a cam xuc). Cudi cflng, chidn lupc cua mdt td chflc co khi ning xual hien tfl nhflng hinh ddng ngoii y mudn vi hiu qui khdng Iddng trddc dddc uong mpt khoang thdi gian tfl bal ky qui trinh lap kd hoach vi thdc hien cd chu dfch nio (Abdallah vi Langley, 2014: Mirabeau vi Maguire, 2014; Petligrew va cpng sU. 1992; Slacey, 2010).
3. Xie dinh chien lUdc: sU xung dot giuTa cac trudng phai
Nhflng tranh luin tren cho thay, gidng nhU nhieu khii niem khic Uong lmh vUc quin ly, cd nhilu cich tiep can chidn lUdc nhUng khdng cd cieh nio dddc chap nhan tuyet ddi (Slacey, 2010). Ngay ci mpl trong nhflng ngddi lien phong cua chidn lUdc kinh doanh nhU Igor Ansoff (1987), di cinh bio ring chidn lUdc li mpt khii niem khd nim bit vi hdi trdu tUdng.
Dilu niy cd nghia li thay vi din den sd ro ring Ihay cho sd lu md cua kd hoach dai han thi tuyen bd ve quin ly chien lUdc cua eic hpc gii. nhi nghien cflu bao trUde sU xuat hien cua mdt loat cic quan diem khic nhau vi thudng gay nham lan (Kay vi cdng sU, 2003).
Td nhflng nim 1960, hai trudng phdi tU tudng da dau uanh vdi nhau: tmdng phii Ke hoach (Planning) va tmdng phai Thidt kd (Designing). TrUdng phai Kd hoach dua tren cac quy trinh chuan mdc, dio tao chuan mUc, phan tfch chuan mdc va mpt lUdng ldn dfl Heu dinh lUdng. Gii dmh cd bin cua nd li mdt chidn lUdc cd the dUdc ket hdp vi hoal ddng
CAO QU6C VI^T - QUAN LY CHIEN LUOC.
gidng nhu mdt co miy. No dan den viec tao ra c i c bd phan kd hoach mang tfnh chidn Iddc uong c i c id chflc ldn, b i o c i o true tiep cho gidm ddc d i l u hinh (Mintzberg v i cpng sU, 2009).
Cha d6 ciia UUdng phii Ke hoach l i Igor Ansoff. Ong la mpt ky sU, n h i loan hpc, n h i chien lUdc quan sU v i n h i nghien cdu van hanh ngUdi My gdc Nga, ngUdi d i edng b d cong trinh "'Chien lugc cdng ty" xuait b i n n i m 1965 rai ndi tidng (Koch, 1995; Martinet, 2010). Trong cudn sach n i y , dng g i i dinh ring muc dfch cua mpt cdng ty la tdi da hda ldi nhuan (maximisation) va dng md ta q u i n ly chidn lUdc l i sU quan t i m chu ydu den mdi trudng ben ngoii, thay vi ben trong cua cdng ly. Ddc biet dng nhan manh sU phu hdp cua sin pham vdi thj uudng (ma Iran hdn hdp thj uudng s i n pham). Ansoff da chi ra r i n g c i c td chflc can dilu chinh chidn Iddc cua hp de ket hdp cic thi trddng m i hp dang hoat dpng h o i c mudn boat dpng v i c i c s i n pham m i chung
s i n xua't hoac du djnh s i n xua't. Nhin vao gdc phan td thfl 1 (hinh 1 ben dudi), Ansoff lap luan rang ndi mpl td chdc dang b i n c i c s i n pham hien cd v i o c i c thj trddng dang boat ddng thi doanh nghiep can mpt chidn Iddc tham nhap thj tmdng nham muc dfch chidm thi phan ldn hdn.
Tuy nhien. nhin v i o gdc phan td thd 4, ndi cdng ty mudn b i n s i n pham mdi vao thj trddng mdi, nd se can mpt chidn lupc da dang hda. Cdng trinh cua Ansoff cung cap bp khung cho c i c n h i q u i n ly ri't nhilu danh sich k i l m u a va bieu do de cho phep hp rut ra c i c muc lieu, d i n h gia sfle manh ldng hpp gifla c i c bd phan k h i c nhau cua mpt td chflc, d i n h g i i ho sd ning lUc cua nd v i quydt djnh c i c h thdc, va each md rpng thj UUdng. Tuy nhien, mpl sd hpc g i i nhan xet, cdng trinh cua Ansoff (cham ngdn cua trUdng phii Ke hoaeh ndi chung) d i khdng phit trien them.
Md hinh ma Iran Ansoff ciing cho mot dd b i o tang Uddng khdng dang tin cay (Koch, 1995;
Hinh 1: M a t r a n S i n p h a m - thi t r d d n g Ansoff (1987)
Cac sin pham dang ldn tai Cac san pham mdi
Cac thi tnrdng dang hoal ddng
Cac thi tnrdng mdi
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Chien lirpc xam nhap thi tnrdng (1)
/ ^
Chien luac phit trien thi tnrdng (3)
Chien lupc phat trien sin pham mdi (2)
Chien lupc da dang hda (4)
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i CAO QUOC Vit I - u u A N j ^ V ^ ^ i ^ ^ ,:,^c...
Mintzberg va cpng sU. 2009).
Tmdng phai Thidt ke, chia se mpt sd lip luin vdi trddng phii Kd hoach. nhUng di ip dung mdt each tidp can ft chuan mUc \ a ft miy mdc hdn. Nd di dl xui't mdt md hinh quin ly chidn Iddc nhan manh sU can ihidl phii dat dddc sd phu hdp gifla ning lUc ben uong cua mdt td chflc vi cic ning luc ben ngoii ma nd phii ddi mil. Cic nin ling cua tntdng phii Thiet ke nim uong lic pham cua Alfred Chandler, mdt uong nhdng nhi kinh id hpc ndi tidng va cd inh hddng nhi't trong the he cua dng. Ddng gdp chi'nh cua dng cho trudng phii Thiet kddUdc die hien trong cdng trinh "Chien luac vd cdu tnic'' xual ban nim 1962. dUa Uen mpl nghien cdu ldn \e cic lip doin Hoa Ky tfl nim 1850 ddn 1920. Trong tic pham niy. Chandler (1962) djnh nghia chidn lUdc li xie djnh cdc mue dfch dii ban cd bin vi cic muc tieu ciia mpl doanh nghiep.
vi viec ip dung cic eich thdc hinh ddng vh phan bd eic ngudn ldc can thiet de thdc hien cic muc lieu niy. Cudn sich ciJng dl xui't ba quy dinh quan upng ddi vdi viec quin ly
chien lUpc d cic id chflc. Dau tien, mdi cau uuc id chdc nen xui't phit id chien Iddc cua nd chd khdng pbii dddc x.ic djnh bdi mdt so cich tdt nhi't. Thd hai. bin ta\ hflu hinh cua ban quan uj. quan Upng hdn bin ui> vd hinh Adam Smitii cua tiii trUdng uong viec dip dng nhu cau cua khach hing. Cudi cung, cic td chflc ldn can phan ci'p vd phan chia de duy Ul tfnh canh uanh.
Mic du cdng \ ice ciia Chandlerchdng minh cd inh hudng ri't ldn trong viec djnh hinh cic cupc tranh luin vl chien Iddc. nhflng ddng ldc Ihuc sU ciia UUdng phdi Thidt kd den tfl cong viec cua nhdm hpc gid vl quin ly cua TrUdng Kinh doanh Harvard, die biet li Kenneth R Andrews. Md hinh chien lUpc dUdc phat Uien cua Andrew vi cic ddng nghiep cua dng tap tmng chu ydu vio viec dinh gii mpt tinh hudng ben ngoii vi ben trong td chdc. Cdng tnnh cua Andrew rat noi tidng hien nay vdi ten gpi md hinh phan tfch SWOT (xem Hinh 2).
Muc dfch cua phin tfch SWOT li cho phdp mdt td chdc danh gii cic diem manh vi diem Hinh 2: Ma tran phan tich SWOT (Andrew, 1980)
Cac yeu td ben trong cua doanh nghiep
Cac yeu td ben ngoai cua doanh nghiep
Cac diem manh
Cac CO hpi
C i c diem yeu
Cac nguy ca/de dpa
CAO QU6C VI$T - QUAN LY CHIEN LUOC...
yeu ben trong cua minh phu thudc vio cd hpi vi nguy cd do mdi uUdng ben ngoii mi nd hoal dpng (Andrew, 1980). Dua u-en dinh gii niy. cic id chdc sau dd tao ra vi dinh gii mot sd chien lUpc de chpn ra chien lUdc tdt nhat (Johnson vi cpng sU, 2011).
Cd the thay, trddng phii Thidt ke Ii mdt tien bd cua trUdng phii Ke hoach. Trong khi Ansoff vi trudng phii Ke hoach coi chidn lupc gan nhu chl lien quan ddn mdi quan he gifla cdng ty vi mdi trUdng ben Uong cua nd lhi Chandler, Andrew vi trudng phai Thidl kd cd cdi nhin rpng hdn. Cich tidp can cua nd xem x^t ddn cic ydu td b6n Uong va ci ben ngoii.
Cu the, uudng phii Thiet ke xem cic van dl nhu cd cdu td chdc, quy trinh sin xuat vi cdng nghe vl cd bin li chien lUdc. Mdi trUdng ben ngoii inh hUdng den ndi bd, vi ngUdc lai. Do dd, quin ly chien Iddc phii bao gdm toin bd cdc pham vi cua td chdc vi khdng dddc gidi han d mpt khfa canh nio, bao gom ci xie djnh hon hdp thi trddng sin pham (Andrew, 1980;
De Wit vi Meyer, 2010). Dieu niy mang Iai cho chung ta mpl dinh nghTa tddng ddi rd ring nhdng van cdn nhieu md hd. Henry Mintzberg tuyen bd can phii nhan thflc rd rang cd nhieu dinh nghia vl chidn lupc vi chung ta can sfl dung chung de boat dpng.
4. Phddng phap tidp can chien litdc: Tu tddng dong Ke ddn so vdi dong Phan tich
Khi xie djnh chien Iddc, ban luin ve cic dinh nghia khic nhau cfla chidn lUdc dddc dl xui't bdi Mintzberg vi cdng sU (2009) va Johnson vi cdng sU (2011), cd hai van dl can dupe xem x^t. Thd nhi't, chidn Iddc Ii mot qui trinh hav kdt nua cua mot aua trinh? Thd hai.
chien Iddc li mdt hien tddng hdp Iy ve kinh td hay la mpl hien tUdng mang tfnh xa hpi cfla td chdc?
Kdt hdp hai cau hdi niy vdi nhau, cd the thiy ring cd hai ddng td tddng song song, canh Uanh nhau. Ddng tU tUdng dau tien, ddng Ke dan, coi chidn lUdc li mpt quy Uinh cd kiem soit, cd chu dfch, dda uen md hinh hdp ly cfla viec ra quydl dinh, tao ra cic chien Iddc cd chu y hoin loan (Ansoff. 1965; Argenti, 1974).
Ddng td tddng thfl hai, ddng Phdn tich, quan lam nhilu hdn ddn viec hieu cich thdc mi cic id chdc thuc sU xiy ddng chidn lUdc thay vi quy dinh cich td chdc xay dUng ra nd, lip luan cd bin cua ddng Phin tfch xem chidn Iddc la kdt qua cua cic qui trinh chfnh tri va xi hpi phdc tap lien quan ddn viec ra quydt djnh cua td chflc (Hamel vi Prahalad , 1989;
Mintzberg va cdng sd, 2009).
Td tudng ddng Ke ddn phit uiln td cic sang kidn lap kd hoach dii ban cua thip nien 1940 vi 1950 va chu ydu nhdm vio cic ngddi thuc hien chidn lUdc. Thdng qua cdng viec cua cic tmdng phii Ke hoach va UUdng phai Thidt kd, ddng niy chidm Uu thd trong thUc lien kinh doanh uong nhfllig nim 1960 vi 1970. Cic td chdc khdng chi xem chidn lUpc li mdt quy trinh hpp ly cua nin kinh td ma cdn xem xet cic lUa chpn vi tinh hihi dung cua nd vi chu ydu gidi han uong cac van dl Uen quan den tdi da hda tiij phan vi ldi nhuin (Ansoff, 1965;
Porter, 1980). Tuy nhien, vdi sd vd mpng ngiy cang tang gifla cac hpc gia va cic nha thdc hinh quin trj vl viec dp dung de mang lai khi ning canh uanh. mpt bien the mdi cfla phUdng phip nay di xuat hien vio nhflng nim 1980.
CAO QUdC VIET - Q U A J N ' L I CHJUH
trudng phai Dinh vi (the Positioning school) Tmdng phai Dinh vi dUdc gSn lien vdi ten tuoi cua giio sU tai Trudng Kinh doanh Harvard - .Michael Porter (1980. 1985), ngudi van dUdc nhieu ngudi coi la nha tU \ an hang dau the gidi ve chien lUdc (Moore. 2011).
Cong trinh cua Porter da tiep Ihem sUc manh cho each tiep can theo tu tudng ddng Kc ddn vk duy tri sit thong tri ciia ddng tU tudng nay trong thuc lien van hanh chien lUdc cho den ngay nay (Johnson \a cpng sU. 2011; Teece vii cpng su. 1997: Witzel. 2012). SU khdc biet chfnh giUa trudng phai Djnh vj va trudng phai Ke hoach cung nhU trUdng phai Thi^t ke the hien d mpt so'diem chi'nh. Hai tntdng phai Ke hoach va Thiet ke deu khong dat ra gidi han cho cdc chien lUdc cd the xay ra trong bat ky tinh huong nao. NgUdc lai. tnidng phai Dinh vi lap luan rSng chi cd mpt vai chien lUdc chinh gilip cho mpt doanh nghiep cd the dUdc bio ve va dUdng dau trUdc cac doi thu hien tai v<i tUdng lai.
Cho den ngiiy nay. ba trUdng phai chien lUdc thupc ddng Ke ddn dii va dang con chi phd'i viec thitc hanh chien lupc trong cac to chttc ke ttt nhflng nam 1960. Ly do cho dieu nay do la, thU nhat. nhflng ngudi de xuat dat ra mpt each cd chu dinh de giai quyet cac nhu cdu cOa nganh cdng nghiep va thUdng mai bang each cung cap cho cac doanh nghiep mpt ke hoach chi tiet cho viec xHy dung va thflc hien chien Ifldc. Thfl hai. cac hpc gia da lUdng tac chat che vdi mpt so' nha tfl van hang dau. dac biet la tap doan tU vain Boston va cac trudng kinh doanh (vi du nhu Harvard), de thuc day cong viec cua hp va dieu chinh nd theo nhu cau cua cac to chflc. Bang each cung
cd \a thuc da\ lin nhau. lien minh ba nha (nh4 nghien cflu. nha tU van va nhi g"*" '^'^'^l nay da tao ra mot niem lin manh me ma i.ac ^ chflc, dac biet la nhflng to chflc ldn. cam thay hp se VUdt qua mpi nguy hiem. thich * * • _
TU tudng ddng Phan tich. bii dau xua't hien vio nhflng nam 1970, the hien bp mSt quin ly chien lUdc mang tinh hoai nghi va matig tinh hpc thuat hdn. Ddng phan tich coi chiSn lUdc khong phai la mot qua trinh ma la ket qua cua mpt qua trinh. Nhflng ngfldi de xuat ddng Phan tich nhan manh chien Ifldc khdng phii la viec xay dung cac ke hoach chi tiet.
Trong mpi trfldng hdp ho cho r^ng do la mdt each tiep can sai lam, cac khia canh to chflc va xa hpi da hinh thinh nen chien lUdc. Hp cho ring kha nang ciia mpt to chflc, ve mat cau true, he thd'ng, cpng nghe va phong cich quin ly, ban che pham vi cac Ifla chpn chien Ifldc ma td chflc cd the theo duoi. TUdng tU nhu mpt ca nhan, nang lUc cua mpt ngUdi se quyet dinh cac chien lUdc phat trien ca nhin mi ngudi dd theo duoi. Vi du nhfl, mpt ngUdi khpng cd nang lUc ve tinh toin, yeu ve tfl duy phan tich thi cd le khdng nen chpn cac nganh khoa hpc thien ve tinh loan cho sfl nghiep ciia minh.
Do do, theo mpt nghTa rat thuc, luong quyet dinh hang ngay lien quan den viec phat trien kha nang cua doanh nghiep quyet dinh hudng chien lUdc cua nd, chfl khdng phai ngupc lai (Mintzberg va cpng sU, 2009).
Nhan vat quan trpng trong tu tudng ddng Phan tfch la Henry Mini/bcrs! ngudi dUdc coi la hpc gii quin tri hang dau thap nien 70.
Khai niem chien lUdc khan cap cua Mir tzberg (1978) dupc coi la thay doi cich hieu
CAO QU6C V | £ T - QUAN LY CHjgN LlfOC...
phat trien chien lUdc (Mirabeau vi Maguire, 2014). Vdi khai niem chiSh lUdc khan cap, Mintzberg giai thfch ly do tai sao mdt chien lUdc theo ke hoach cua to chflc, muc tieu ma nd dit ra de dat dfldc, hiem khi giong nhu chien lUdc da thUc hien, muc tieu mi nd thUc sfl dat dUdc. Mintzberg chp rang cac to chflc bat dau vdi mpt chien Ifldc dfl dinh, nhflng do sfl md ho, ky vpng khdng thUc te hoic hoan canh thay doi, chien lUdc dfl dinh da siip do (Abdallah vi Langley, 2014). Dieu niy li do cic to chflc phii ddi phd vdi cac sU kien xay ra bat ngd tren cd sd nhflng gi dang xiy ra hang ngiy, vi dUa tren cic quyet dinh dUdc dua ra, chien lUdc phit tnin vi thay doi vdi mpt so yeu td bi loai bd va cic yeu to khac xua't Men (Mintzberg 2007; Mirabeau vi Maguire, 2014). Trong nhieu trudng hdp, cic nhi quan ly thim chf cd th^ khdng nhin ra tic ddng cua cic quyet dinh hing ngiy nhu vay do'i vdi chien Ifldc. Tuy nhien, do cic quyet dinh nhu vay dupc dUa ra de do'i phd vdi cac sfl kien thay doi, chien lUdc theo ke hoach se thay doi, vdi cic yeu td' chien lUdc ndi bat ket hdp vdi cic yen toed chu y cdn lai cua chien Ifldc theo ke hoach de hinh thanh chien Ifldc khan cap noi len cua to chflc.
Mdt vai VI du rd ring nhat ve cac sfl kien bat ngd cd inh hudng ldn de'n chien Ifldc li cudc khung hoang tii chi'nh nam 2008, quyet dinh Brexit ciia Vfldng qud'c Anh nim 2016 va cudc khung hoing do dai djch COVID 19 vio dau nim 2020. Vio dau nam 2007, cac chie'n lUdc dfl dinh ciia hau het cic to chflc dich vu tii chfnh xoay quanh ting tnidng doanh so', va ting ldi nhuan. De'n cudi nam 2007, vdi sit bi'ip "o c"n. ifhij"" b'^^'^o 1'". H'jnj^ f^gc chieii
Ifldc di thuc hien tap trung vao viec ddi phd vdi tang trudng giim va ldi nhuan giim - trong mpt sd trudng hop. chie'n lUdc theo dudi chfnh li su sdng cdn (Doran, 2008). TUdng tfl, trong bien cd Brexit, ci d Vuong qudc Anh vi phan cdn lai cua chau Au, khdng ke den nhflng ndi khac trong nen kinh te toan cau, cic ke hoach chien Ifldc trUdc Brexit ciia cac cdng ty da phai dUdc xay lai vdi ving, va nhieu cdng ty vin khdng chic chin ve hudng di trong tUdng lai cua hp (Campbell vi Inagaki, 2016). Mpt vf du dien hinh gan diy la sfl thieu nhi't quin cua Tata ve nha miy thep Port Talbot tai Vfldng qud'c Anh. Sau thdng bio bat ngd vao thing 3 nam 2016 rang nha miy se ddng cfla, sau dd Tata tuyen bd se ban nd. Tuy nhien, vio thing 7 nam 2016, Tata da thay ddi quyet dinh ve ci hai Ifla chpn vi tiet 16 ke hoach cflu nha miy bing cich sip nhap doanh nghiep thep chiu Au cua minh vio mpt lien doanh vdi ddi thu ngfldi Dflc - ThyssenKrupp. Tat ca dieu niy xiy ra vio thdi diem mi ngudi ta cho ring Brexit se lim cho cac vu sap nhap mang tfnh chie'n lUdc nhfl vay khdng hap din.
Mpt bien cd' gan day li COVID 19 xiy ra cudi nam 2019. Khdng mpt doanh nghiep nao cd the ludng trudc dai dich. Khi dai dich xiy ra, mpi chie'n lUdc cu, da hoach dinh trudc khdng the van hinh. Vi du nhu trudng hdp cac cdng ty may ctia Viet Nam trong bdi cinh dai dich.
Phin flng thay ddi nhanh chdng ve mat chien Ifldc phai diln ra ngay lap tflc. Cac doanh nghiep chuyen sang hudng san xui't khau trang y te' de xuat khau thay vi chet vdi ke hoach sin xua't quan ao khdng cd thj trfldng dau ra (Binh. 2020).
Trii ngfldc \di chie'n Ifldc da dfldc thflc
CAO QUOC VIET - QUAN t i C H i j i i i S ^ hien cua nhieu cdng l> phfldng Ta>. cac cdng
ty Nhat Ban di nhan dUdc nhieu ldi khen ngdi trong nhieu nim qua vi khi nSng ihiet lap va theo dudi thinh cdng cac muc tieu chie'n lUdc dii ban, die biet li cam ke't cua hp ddi vdi muc tieu chien lUOc (Hirota vi cdng sU, 2010). Hamel va Prahalad (1989) cho rang thinh cdng trong kinh doanh cua doanh nghiep Nhat Bin khdng dua tren cac chien lUdc chi tiet vi dupc can nhic ky ludng. mi dUa tren tam nhin chie'n lupc - cam ket cua cac nhi quin ly Nhat Bin trong viec tao ra vi theo dudi tam nhin tUdng lai mong mudn ciia hp. Tam nhin sau dd dupc sfl dung de gin kci mpt td chflc Iai vdi nhau \a cung ci'p cho nd mpt muc dfch chung ma tat ca deu cp the ddng gdp. Cd bang chflng manh me cho thay sfl dong thuan chie'n ifldc nay cd inh hfldng tfch cflc de'n hieu qui td chflc (Kellermanns va cdng sfl. 2011). Mdt phan quan trpng ciia sfl dpng thuin chie'n Ifldc niy la viec xie dinh va phit trien cac nang Iflc va kha ning cdt ldi can thie't de dat dfldc tam nhin cua td chflc.
Cich tie'p can chie'n Ifldc nay hien dfldc gpi la quan diem chie'n ludc dua tren ngucn luc (the Resource-Based Vieiv - RBV).
RBV da hap dan ddi vdi nhieu hpc gii phudng Tiy ve chien lupc (Bartkus va Classman. 2008; De Wit va Meyer. 2010).
Kay (1993) sfl dung thuat ngfl "distinctive capabilities - nang Iflc dac biet", chfl khdng phai "core competences - ning Iflc cdt ldi", de lap luin ring mdt nang lUc die biet cua mdt cdng ty thudc bdn khia canh: danh tieng, cau true (nghia la c:ic ciiu tnic va lien ket ben trong va ben ngoai). sfl ddi mdi sing tao vi tii san. Ka\ khing dinh ring kha nang canh
u-anh cua id chflc khdng phu thudc \ ai kc hoach chie'n Ifldc nio mi phM *""^ ^ ' ^ tfnh ddc dio vi sfle manh ning li"-' *-''' Chi'nh nhflng dieu na\ cho phep mot id chflc tan dung cac cd hdi va tranh cic nidi de dpa, cho du cd the dia'v tntdc hay khdng. Tfldng tfl. Stalk va cdm: sfl (1992) sfl dung thuat ngfl
"core capability - ning Iflc cdi ldi". trong viec de cap de'n mot tap quan vi thdi quen kinh doanh cua td chflc; va Grant (1991) dl xua't mdt khung phan ti'ch ldi the canh tranh ciia cdng ty cin cfl tren nguon Iflc vi khi nang.
Ci mdt mflc dp nio dd, lap luan cua Kay, Stalk va cdng sU; Grant dUdc bd sung cho khii nidm chie'n lupc khan cap cua Mintzberg (1987). Dfla tren bang chflng tfl nhieu cdng ty phfldng Tay ma dng da nghien cflu, Mintzberg lip luan rang cic cdng ty thinh cdng khdng bit dau vdi cic kg' hoach chie'n lUdc chi tiet.
Thay vio dd, cac chie'n ludc cua hp xuat hien theo thdi gian tfl md hinh cua cic quyet dinh mi hp dim nhin vl cic khia canh chi'nh ciia hpat ddng.
Rd ring, cd nhung diem tUdng ddng gifla each tiep can chie'n Ifldc vi / hoac nang lUc cua ngfldi Nhat ddi vdi chie'n lupc, quan didm ve chie'n Ifldc cua Mintzberg vi cac nang Itic dac biet cua Kay, Stalk va cdng su cflng nhfl Grant. Tuy nhien. doanh nghiep Nhit cd f thflc thflc hien tam nhin chung ciia hp vi cd y thflc theo dudi nd (Hirota vi cdng su, 2010), trong khi cich tiep can khan cifp, thieu khii niem "tam nhin" va nghi ngd ve sil hien dien cua y dinh.
Ddi vdi Slacey (2003. trang 319 . 2())
"Chien lupc duac hieu Id cdc md hinh phdt triin ciia indi bdn sue td chdc. Chien luo
CAO QU6C VlfT - QUAN LV CHI^N LUOC...
nhu bdn sdc cua mgt td chdc lien tuc duac xdy di/ng vd ban hanh trong sU tuang tdc vdi thifc tien cua td chdc. "Ddi vdi Macintosh vi MacLean (2001), chidn Iddc cung cd mot khfa canh khan cap ddi vdi nd, nhUng mot u'nh ning chfnh cfla chien lUdc Ii xie djnh vi duy tri sU phu hdp cfla cic quy tac tao Uai tU cua td chflc. Dd li sd hien dien cfla cic quy tic lao uat tu thfch hdp cho phep md hinh hinh dpng nhait quin vi cd ldi, tfl dd xui't hien, hinh thinh nen chien lUdc cua td chdc.
Brown vi Eisenhardt (1997) nhan manh rang muc dfch cua cic quy tic tao trat td la de gifl cho mpt td chflc boat ddng d ria cua sd hon loan. Cic tic gia niy cho rling muc dfch cua chien lupc li tao ra mdt to chflc ma nd cd the td td chflc. Hp thi'y kha ning tU td chdc Ii ri't quan trpng de duy ui vi / hoic phat trien cic quy tic tao Uai td phu hdp va do do mang Iai sU tiiay ddi cd ldi. Watson (1997, trang 273) binh luan ring "Mgt cdch de xem xet mdi quan he cua cdc td chdc vdi cdc td chdc khdc lrong moi trudng la xem chiing cd lien quan den qud trinh chgn lgc tu nhien: cugc chien sinh ton trong he thdng sinh thdi md chiing la mgi phdn cua nhdm ... Chiing trdi qua cd hai bien the ke hogch vd khdng cd ke'hogch trong hinh dgng ciia chiing, vd, chu ye'u thdng qua cdc qud trinh cgnh tranh, mdi trifdng chgn ra hinh dgng phii hgp nhdt vdi td chifc. Sau do, cdc td clnic "giii lgi hinh dgng phii hgp nhdt"
thich h{fp.
Su may min hoac sU ngiu nhien trong mdi trudng kinh doanh cung cd mat trong tic pham cfla cdc hpc gii nhd YukI (2013) va Weick (1979). Weick, die biet, xem thd gidi I .^^, A^^^u i^ ™A. „^. „ ^ uA . . „ „ „ ^^ t5 j^hflc
khdng the lip kd hoach chi tidt. Abdallah vi Langley (2014) cung thu hut su chu y khi nhan manh ddn nhflng han chd ip dil len kd hoach chidn lUdc bdi sU md hd. Dilu nay cd the din ddn sd nham lan, thidu quyet doin vi phan minh muc dfch khi cac nhi quin Iy cd ging thUc hien chung. Sd md hd niy sinh khdng chi vi tUdng lai khd du doin mi cdn bdi vi cac nhi quin ly cd xu hudng dUa ra dd doan dda tren nhiJng gi hp ky vpng chung xiy ra vi tim kidm bing chdng dd ho trd cho sU ky vpng niy. dieu niy cd the din ddn cic muc tieu miu thuan vi khdng cd can cd (Hartford, 2016).
Pettigrew (1987) thdc hien mpt cich tidp can chidn lUdc theo quy trinh, xem cic td chflc chu yeu Ii mdt he thdng chinh Uj, trong do cic nhdm vi ci nhan, dUdi vd bpc ly luan hdp ly, tim cich huy ddng sU hd trd vi hdp phip hda viec theo dudi chidn lUdc vi hinh dpng thuc day hoic duy tri ldi fch ci nhin hoac cic bp phan. Cic nhdm hoic ci nhan cu the cd the dat ddpc vi tri thdng trj, nhdng sd thdng trj do ludn chju cic dilu kien mdi trudng vi cau true td chdc hien hanh. Do do, Pettigrew bic bd quan diem rang chidn lUdc Ii mpt qui trinh hdp ly cua linh toin vi phin tfch cd chu di'ch.
Thay vio do, dng tin ring chidn lUdc id chflc - mac du thUdng bi che giau bdi cac thuit ngfl hdp ly vi phan tfch - ihUc te li kdt qui cua sU kdt hdp cua cic cupc di'u tranh chi'nh trj ndi bp, gifla cic nhdm va ca nhin dang tim cich tic dpng ddn chfnh sich, vi ip ldc cung nhd ring bupc mdi UUdng ben ngoii.
Tu tudng ddng Phan tfch cung cd mpl sd bidn die khic, ding chu y nhat la cic bien the xem vai ud vi tfnh cich cua cic nhi linh dao
CAO QU6C VIET - Q U A N LY C H l g N j U S ^
li >e'u td chinh quvei dinh chie'n Ifldc thinh cdng (Bennis va Nanus. 1985). Nhflng ngfldi de xuat ddng niy dfldc thd'ng nha't bdi mpt sd ye'u to. ching ban nhu nd Iflc tim hidu hdn li quy djnh chien Ifldc. Tuy nhien, djnh hfldng cua chung chu yeu phuc vu cho ddi tUdng hpc thuit chfl khdng phii ddi tfldng kinh doanh vi quan diem cua hp \ e cac td chflc xi hdi phflc tap hoat ddng trong tinh trang nguy hidm, ning ddng vi mdi tntdng khdng the doin tntdc. Trong khi dd, nhflng ngfldi dl xua't cac ye'u td tao nen tfl tfldng ddng Phan n'ch bj chia re bdi sfl nhi'n manh cua hp vap cic khfa canh khac nhau cua chie'n Ifldc nhfl chinh tri, nginh cdng nghiep, mdi trfldng chung, van hda td chflc vi qud'c gia, lanh dao.
5. Ket luan va ham y cho nha quan tri Tdng ket vl ngudn gdc. trfldng phii vi cac ddng tfl tfldng quan ly chien Ifldc qua nhilu thdi gian va giai doan phat trien khic nhau di cho thi'y mdt sfl thieu nhi't quin vl ndi dung vi ban chi'l cua quin ly chie'n Ifldc. Sfl thieu nha't quin niy se mang lai nhilu khd khin cho nhi quin tri khi hp can mdt nin ting ly thuyet
\e chie'n Ifldc va quin ly chien Ifldc. Cac due ke't. binh luin vi vi dinh gii cho thi'y mci trfldng phai, ddng tfl tudng deu cd nhflng mat flu vi nhfldc nha't dinh. Khi ap dung quan ly chien Ifldc vao doanh nghiep hoic td chflc cua minh, cic nhi quan tri can chu y den flu, nhfldc cua tflng trfldng phii, tflng md hinh.
Wen cinh kinh dpanh trong tfldng lai thay ddi nhu the nao li dilu khdng mdt ai cd the dfl bio chfnh xuc dfldc. Nhi quan trj phii Ifldng tntdc ring ti't ci cic chie'n lUdc theo ke hoach cd the phai thay ddi bi't ky luc nio phu thudc vio cic bien cd dien ra hing ngiy. hing gid.
Nhu vay. mdt \ai kjch ban phdng ngtta c o c:ic chie'n lUOc khan c:Vp flng pl"* "^', ' " t "
canh theo quan diem cii.i .Mintzberg can thiet.
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