Documentos de Académico
Documentos de Profesional
Documentos de Cultura
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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ESTE CAPÍTULO LE AYUDARÁ A ENTENDER:
LO 1 Qué deben hacer los gerentes para ejecutar la estrategia con
éxito.
LO 2 Por qué contratar, capacitar y retener a las personas
adecuadas constituyen un componente clave del proceso de
ejecución de la estrategia.
LO 3 Una buena ejecución de la estrategia requiere la creación y
actualización continua de los recursos y capacidades de la
organización.
LO 4 Lo que se debe considerar al establecer una estructura
organizativa de apoyo a la estrategia y organizar el esfuerzo de
trabajo.
LO 5 Los pros y los contras de la toma de decisiones centralizada y
descentralizada en la implementación de la estrategia elegida.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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ESTRATEGIA DE EJECUCIÓN
Ejecución de la estrategia
● Está impulsada por las operaciones, que implica la
gestión de personas y de procesos
● Es un trabajo para todo el equipo de administración,
no sólo unos pocos gerentes sénior.
● Puede tomar mas años de tiempo para desarrollarse
como una verdadera competencia que implementar
la estrategia.
● Requiere un compromiso con determinacion con el
cambio, la acción y el rendimiento.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
10–3
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UN MARCO PARA EJECUTAR LA ESTRATEGIA
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10–4
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CORE CONCEPT
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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Las 10 Tareas Básicas del Proceso de Ejecución de
FIGURA 10.1 Estrategias
Chapter 10
Chapter 11
Chapter 12
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10–6
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LOS PRINCIPALES COMPONENTES DEL
PROCESO DE EJECUCIÓN DE LA ESTRATEGIA
1. Personal de la organización con 6. Adoptar las mejores prácticas y
gerentes y empleados capaces de procesos de negocio que impulsen la
ejecutar bien la estrategia. mejora continua en las actividades de
2. Desarrollar los recursos y las ejecución de estrategias.
capacidades organizativas 7. Instalar información y sistemas
necesarios para una ejecución operativos que permitan al personal de
exitosa de la estrategia. la empresa llevar a cabo sus funciones
3. Crear una estructura organizativa estratégicas de manera competente.
de apoyo a la estrategia. 8. Atar recompensas e incentivos
4. Asignar recursos suficientes directamente al logro de objetivos
(presupuestarios y de otro tipo) al estratégicos y financieros.
esfuerzo de ejecución de la 9. Inculcar una cultura corporativa que
estrategia. promueva la buena ejecución de la
5. Instituir políticas y procedimientos estrategia.
que faciliten la ejecución de la 10. Ejercer el liderazgo interno necesario
estrategia. para impulsar la implementación de la
estrategia hacia adelante.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
10–7
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
STRATEGIC MANAGEMENT PRINCIPLE
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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FIGURA 10.2 Construir una Organización Capaz de la Ejecución de
Estrategias Competentes: Tres Tipos de Acciones Primordiales
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10–10
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
STRATEGIC MANAGEMENT PRINCIPLE
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
PERSONAL DE LA ORGANIZACIÓN
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STRATEGIC MANAGEMENT PRINCIPLE
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
RECLUTAR, CAPACITAR Y RETENER EMPLEADOS
CAPACES
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ILLUSTRATION Desarrollo de la gestión en
CAPSULE 10.1 Deloitte Touche Tohmatsu Limited
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10–16
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STRATEGIC MANAGEMENT PRINCIPLE
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10–17
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DESARROLLO Y CREACIÓN DE RECURSOS Y
CAPACIDADES CRÍTICAS
Adquirir Acceso a
Desarrollar capacidades a caácodades a
capacidades través de través de
internamente fusiones y asociaciones de
adquisiciones colaboración
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
STRATEGIC MANAGEMENT PRINCIPLE
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10–19
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
DESARROLLO DE CAPACIDADES
INTERNAMENTE
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STRATEGIC MANAGEMENT PRINCIPLE
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
ESTABLECER OBJETIVOS AMBICIOSOS: DE LA
CAPACIDAD A LA COMPETENCIA
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ADQUIRIR CAPACIDADES A TRAVÉS DE
FUSIONES Y ADQUISICIONES
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ACCESO A LAS CAPACIDADES A TRAVÉS DE LAS
ASOCIACIONES COLABORATIVAS
Participar en una
Externalizar la Colaborar con una
asociación
función que requiere empresa que cuenta
colaborativa con el
las capacidades a un con recursos y
fin de aprender
proveedor clave u capacidades
cómo el socio hace
otro proveedor complementarios
las cosas
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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EL PAPEL ESTRATÉGICO DE LA FORMACIÓN DE
LOS EMPLEADOS
El Entrenamiento es Importante en:
● Ejecución de una estrategia que requiere diferentes
habilidades, capacidades competitivas y métodos
operativos.
● Esfuerzos organizacionales para desarrollar
competencias basadas en habilidades.
● Suministrar de conocimientos técnicos a los
empleados cuando la tecnología cambia rápidamente
pone a una empresa en peligro de perder su
capacidad de competir.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
CAPACIDADES DE EJECUCIÓN DE LA
ESTRATEGIA Y VENTAJA COMPETITIVA
Capacidades Superiores de Ejecución de Estrategia:
Son difíciles de imitar y procesos socialmente complejos
que tardan mucho tiempo en desarrollarse.
Maximizan los recursos de la organización y las
capacidades competitivas en apoyo del modelo de
negocio.
Reducen los costos y permiten a las empresas ofrecer
más valor a los clientes.
Permiten que una empresa reaccione más rápidamente a
los cambios del mercado, venza a los competidores al
mercado con nuevos productos y servicios y obtenga un
dominio indiscutible del mercado.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
ILLUSTRATION Capacidades de ejecución de estrategias
CAPSULE 10.2 de Zara: Minorista de Moda Rápida
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COINCIDENCIA DE LA ESTRUCTURA
ORGANIZATIVA CON LA ESTRATEGIA
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
STRATEGIC MANAGEMENT PRINCIPLE
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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FIGURA 10.3 Estructurar el Esfuerzo de Trabajo para Promover
la Ejecución Exitosa de la Estrategia
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DECIDIR QUÉ ACTIVIDADES DE LA CADENA DE
VALOR REALIZAR INTERNAMENTE Y CUÁLES
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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ILLUSTRATION ¿Qué Actividades de Cadena de
CAPSULE 10.3 Valor Subcontrata Apple y Por Qué?
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ALINEAR LA ESTRUCTURA ORGANIZATIVA DE LA
FIRMA CON SU ESTRATEGIA
Estructura Organizativa
● Comprende el arreglo formal e informal de tareas,
responsabilidades, líneas de autoridad y relaciones
de presentación de informes para la empresa.
La Estructura esta alineada con la Estrategia cuando:
● Su diseño contribuye a la creación de valor para los
clientes.
● Sus piezas están alineadas entre sí y también se
ajustan a los requisitos de la estrategia.
● Reduce los costos operativos a través de menores
costos burocráticos y eficiencias operativas.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
CORE CONCEPT
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
ENLAZANDO EL TIPO DE ESTRUCTURA
ORGANIZACIONAL CON LOS REQUISITOS DE
EJECUCIÓN DE LA ESTRATEGIA
Capacidades y
Estructura multidivisional Competencias
(Forma divisional o M)
Control
Estructura de matriz Centralizado o
(Compuesto o Combinado) Descentralizado
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
CORE CONCEPTS
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CORE CONCEPTS
Enfoques
Toma de Toma de
Organizativos
Decisiones Decisiones
Centralizada para la Toma de Descentralizada
Decisiones
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(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
10–41
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
10–42
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
10–43
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
STRATEGIC MANAGEMENT PRINCIPLE
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10–44
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
CAPTURA DE CALCES ENTRE UNIDADES DE
NEGOCIOS EN UNA ESTRUCTURA
DESCENTRALIZADA
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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STRATEGIC MANAGEMENT PRINCIPLE
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FACILITAR LA COLABORACIÓN CON SOCIOS
EXTERNOS Y ALIADOS ESTRATÉGICOS
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CORE CONCEPT
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
10–48
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PERSPECTIVAS ADICIONALES SOBRE LA
ESTRUCTURACION DEL ESFUERZO DE
TRABAJO
(c) 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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