IBM 新興市場商機管理_HBR Case
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IBM faced revenue decline in the 1990s and initiated the Emerging Business Opportunities (EBO) management system in 2000 to foster new ventures. The EBO framework focuses on leadership, strategic development, resource allocation, and monitoring, aiming to identify and capitalize on billion-dollar market opportunities. It emphasizes the importance of long-term strategy over short-term gains while addressing failures in execution and resource management.
IBM 新興市場商機管理_HBR Case
- 1. HBR 2005 EMERGING BUSINESS OPPORTUNITIES AT IBM (A) 2011/4/22 劉基欽
- 2. IBM 個案背景 • IBM於90年代營收衰退，並且錯過許多的發展 的機會，IBM開始警覺 • 邀請許多顧問與專家研討原因，及試圖提出解 決方法，於是IBM 於2000年提出EBO (新興市 場商機管理)並開始使用 • EBO提供給全公司用於創造新創事業的架構 • 使用對象：5~7年間能發展為十億美元規模、 有利可圖，且對公司而言是全新領域的事業
- 3. 90年代營收衰退根本原因 • 管理系統獎酬執行長—注重短期效果，而較不注重 策略事業單位的建立 • 過度於專注現有市場 • 現有商業模式，強調維持現有獲利與增加EPS，而 不是採取行動來追求更高的P/E s. • 對於新興市場採取不適當的方法，來收集與使用市 場情報(EX. 財務分析) • 缺乏選擇、驗證、募資、終止新事業的原則與機制 • 許多事業單位失敗在執行上(缺乏創業精神、缺乏建 立小企業的技能、缺乏持續資金的投入)
- 4. Three horizons of growth
- 6. Elements of the EBO Management System • Leadship • Strategy development • Resources • Tracking and monitoring
- 7. Leadship • 安排資深經理人來帶領新事業 • Competencies(核心能力) – H2主管 會建立組織 – H3主管 喜歡探索、實驗、挑戰既有假設 • Recruitment and selection – 早期EBO主管皆是精心挑選的，現已成為正式IBM執行長的 接班流程 • Career Path – EBOs, CEO… • Performance evaluation – Same performance review process – Difference metrics
- 8. Strategy Development • EBO Leader must be “Strategic Clarity” – 深入了解市場、目標顧客的組成、現存與需要的能力 以及下一步的方向 • Engaging the marketplace – PR與媒體溝通佔策略發展的一大部份 • Review Meeting – Focus on “Strategic Clarity” – Cover “strategy development” and “execution” – “identify Opportunity gaps”, sources of values, target customers, sustainable competitive advantage
- 9. Resouces • Securing Funds – Offer a Funding approach that don’t need lot of data • Finding People – 3~4人 – Leader,strategy, marketing expert, operations, finance expert • Maintaining support
- 10. Tracking and Monitoring • Milestone reporting – Project-based milestones – Leading indicators of progress on achieving nonfinancial objectives • Financial metrics – Need to develop a business case – Period is 5~10 years • Strategy and business maturity – Red, yellow, green scoring system – Developing a clear strategy, defining an exceutable model, winning in the marketplace