SUMMARIZED BY DR.TANAI CHARINSARN
SEPTEMBER 14, 2017
Is a Large Organization Easily Sustainable?
"A large organization"
Certainly... has an advantage when compared to competitors.
Certainly... excels in marketing investments, as having more resources means reaching more customers.
Certainly... wields high negotiation power.
Certainly... is highly prepared on all fronts, including research units, staff teams, and up-to-date IT systems.
Tom Peters, a renowned strategist popular among readers in the strategy field, wrote a highly acclaimed book called "In Search of Excellence." In the book, he ranked large companies that had achieved past success, identifying various factors that contributed to their successful business operations. However, as time passed, reports have shown that many companies once ranked in that list faced problems and eventually closed down. Even some companies that managed to survive weren't as competitive as before. This raises the thought-provoking question: does the size of an organization guarantee its future success?
SUMMARIZED BY DR.TANAI CHARINSARN
AUGUST, 6 2017
WRITTEN BY JEFFREY L CRUIKSHANK
The Apple Way is a book that will take you on a journey into the business practices, failures, successes, and innovation behind the renowned company's rise to global prominence. The success of products like the iPod and the iPad may seem like proof of success, but this book sheds light on the behind-the-scenes struggles that Apple faced. The experiences conveyed in this book offer valuable insights and perspectives for readers to apply in creating their own company's "way."
The content of the book showcases how Apple has evolved in developing its products over the years. It starts with Lisa, an innovative computer technology introduced in 1983 that was ahead of its time but suffered from instability, incompatibility with other computers, and a high price. This is in stark contrast to the success of the iPod, which was introduced with a contemporary design, captured consumer interest, and revolutionized how people listened to music, making their lives more comfortable.
What's intriguing about this book is the continuous learning of a technology-driven company like Apple. The consistent commitment to developing high-quality products and the customer's exceptional experience with the brand make Apple users confident that the company anticipates issues before they occur. This way, Apple has full control over the user's experience from every angle.
Foresight plays a crucial role in Apple's approach to business. Having a vision, inspiration, and aligning financials with proper strategies might not be sufficient. Organizations should identify what's essential within their own organizations and give it the significance it deserves. Additionally, it emphasizes the importance of adopting various management techniques, such as designing products that leave customers breathless, providing diamond-level customer service, and keeping your operating system flexible.
Another interesting aspect is building the Apple cult that began in the late 1970s. Apple attempted to create a cult-like following for its brand and products. They sought out influential figures first, like salesmen who could connect with consumers, keeping product prices below market rates, making employees comfortable with their products, creating top-notch products, and working closely with user groups. This allowed users to feel privileged and helped build a passionate user community. Steve Jobs became the ultimate symbol of Apple.
When it comes to crafting a company's strategy, maintaining a steady core and not frequently changing is crucial. Continual refinements and the involvement of individuals, like CEOs and experienced managers in strategic decision-making, are essential for the efficient passage of policies. This is another takeaway from the book.
The most critical factor that keeps Apple relevant today is its clear and uncluttered competition landscape. Finding a niche in the market, fighting on your own terms, and creating a strong brand are essential. But it remains to be seen whether Apple's way, without a powerful leader like Steve Jobs, will continue to succeed in the highly competitive world.
SUMMARIZED BY DR.TANAI CHARINSARN
22 MAY 2017
WRITTEN BY JORGE A. VASCONCELLOS E SA
The book " Strategic Chess Moves” is a must-have guide for business planning. It offers an engaging presentation of various strategies with real-world case studies, allowing readers to explore the diversity of strategies applicable in different situations. The four key principles outlined in this book are as follows:
No Preset Conclusions: This means that everyone has an equal chance of success or failure, depending on how these strategies are employed and the timing used.
Timelessness: Success with these strategies is based on established rules. Those who make the fewest mistakes are most likely to succeed.
Business is Uncertain: Business is inherently uncertain, and these principles are particularly important in this context.
Strategies Matter: The strategies matter significantly as the business battlefield has no end.
The book presents 14 strategic movements, categorized into six attack strategies and eight defense strategies. The choice between attacking or defending depends on the specific circumstances at the time. Detailed explanations of each strategic movement are compared with real-world business practices. The book also recommends the appropriate timing for using each strategy.
One of the real-world examples discussed in the book is the conflict between the British army and the Zulu army in 1879. This battle highlights the four distinct characteristics in the given situation, including understanding the characteristics and plans of the enemy, focusing, selecting the right battlefield, and creating surprise for the enemy.
The six attack strategies are as follows: Guerrilla, Bypass, Flanking, Frontal Attack, Undifferentiated Circle, and Differentiated Circle. These strategies are employed when entering a single segment of the market. The last two (Undifferentiated Circle and Differentiated Circle) are used when entering two or more segments.
In the case of defense strategies, the eight strategies are as follows: Signaling, Obstructing Entry, Global Servicing, Attack to Preempt, Squeezing, Defensive Counterattack, Holding Steady, and Withdrawing. Most defensive strategies aim to protect the market you're already in, while the last five defensive strategies are used to respond to competitive challenges and are generally more likely to succeed.
The book emphasizes the importance of being prepared for constant change, as the business battlefield has no end. Success is achieved by those who are steadfast and resolute in conducting business, even when taking just one step.
Additionally, the book introduces the concept of a corporate alliance, which means the integration of different types of alliances. The impact of these alliances increases as there is more interaction between organizations. Different forms of alliances are discussed in detail in the book.
Being ready to adapt to change is crucial, as business competition never truly ends. Success depends on those who stand firm and unwavering in their business pursuits, even with just one step forward.
SUMMARIZED BY DR. TANAI CHARINSARN
APRIL 2, 2017
WRITTEN BY CHRIS ANDERSON
This book is a translation of Chris Anderson's work that discusses the Long Tail strategy based on the observation of the changing phenomenon in the world from the old limits to the new world full of endless opportunities. Anderson has studied, gathered data, conducted in-depth analysis, and summarized interesting principles, not just from an economic perspective, but from a viewpoint that affects everyone in the online world. It's a virtual world with numerous choices and limitless resources. The content of the book is designed to provide valuable insights, especially for those in business and commerce, enabling them to learn and adapt swiftly to ensure sustained growth and survival.
The book explores how the world has evolved, emphasizing that the culture of the future is no longer about popular products (Hits), but about products that were once considered unsellable (Misses) or niche markets, consisting of thousands of subdivisions. These niche markets provide an invaluable opportunity for new front-facing service businesses that gather the demands of new products or needs and cater to them or even redefine tastes.
Moreover, Anderson discusses how the distribution of online products differs from traditional product distribution, primarily due to the absence of physical and time limitations. He notes that today, due to the internet, the cost of access for consumers has decreased, making the long tail of the sales curve extend further. It allows for more efficient consumption, increased sales, and the delivery of tailor-made content to the public.
Anderson coined the term "Long Tail" from the distribution curve of sales, which shows the significant impact of the strategy. The strategy includes three main components:
Producers: The ease of production allows almost anyone to create products that were previously considered professional. This results in a rapid increase in content, expanding the long tail of sales.
Reduced Consumer Costs: Internet access significantly reduces the cost of reaching consumers. It increases the flexibility of niche markets in the tail and efficiently enhances sales.
Supply and Demand Efficiency: Efficient connections between supply and demand through various means such as word-of-mouth marketing through social networks, blogs, and, more importantly, search engines, contribute to cost-effective searches for content or niche products.
The key to thriving in the Long Tail business model is to offer everything to consumers and help them find what they want. In the world of entertainment and news information, the limitations of product placement and product distribution have disappeared along with the monopolization of the product world. It has given way to the potential power of digital technology, which we can observe in our everyday culture. This phenomenon is likely to expand and spread to all aspects of our lives. The question for tomorrow is not whether having more choices is good or bad; it's what we truly desire. In the endless aisle, everything is possible.
