管理者都深知战略的重要性;然而,战略迫使他们面对难以捉摸的未来,这让人恐惧。更糟的是,选定某个战略意味着放弃其他可能性,而错误选择可能毁掉他们的职业生涯。面对战略决策困局,出于避险本性,管理者往往依赖熟悉的工具,计算出企业发展方向。为提高市场份额或打入新市场,他们往往花数周甚至数月时间详细筹划,估算企业应对各项资产和能力投入多少,并测算长期成本 Managers are well aware of the importance of strategy; however, it is frightening that the strategy is forcing them to face the elusive future. Even worse, choosing a strategy means giving up other possibilities, and wrong choices can ruin their careers. In the face of the dilemma of strategic decision-making, out of the nature of safe-haven, managers often rely on familiar tools to calculate the direction of business development. To increase market share or enter new markets, they often take weeks or even months to plan in detail to estimate how much the firm should invest in assets and capabilities and to measure long-term costs