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   ,      -.      .      .      ,         :    ,     -.        ,     . - ,      .   .       ,     . .  -    .    .       . ,      .   .     ,  ,      蠖   .       ,      - .  ,      .    ,      .       .    ,  ,    .         .          .




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  ,       .   .      ,    .       6090%. ,     ,      (  젖   9).       ,    ,  ,         50%[1 - Carlos, J.F. C?ndido & Srgio P. Santos. Strategy implementation: What is the failure rate? Journal of Management & Organization 21 (2). February 2015, pp. 237262. https://www.researchgate.net/publication/264004530_Strategy_implementation_What_is_the_failure_rate (https://www.researchgate.net/publication/264004530_Strategy_implementation_What_is_the_failure_rate).].   :   -    ,       ,    - ,        .    ,         .      ,      .          .




1.3.  


     ,      2008.     , ,   .        .       ,    -.    .    ,       ,      ,   [2 -           .  ,         .].                (Het Nieuwe Normaal)[3 - Jacques Pijl, Het nieuwe normaal: De 27 spelregels om te over/even in de nieuwe economie. Haystack, 2014.].

-   . -      ,     ,    .     : -    -  ,   .        ,    .  ,                   -[4 - Adam Hayes. 20 Industries Threatened by Tech Disruption, Investopedia. February 6, 2015. http://www.investopedia.com/articles/investing/020615/20-industriesthreatened-tech-disruption.asp (http://www.investopedia.com/articles/investing/020615/20-industriesthreatened-tech-disruption.asp).].

     :      10%  .      Netflix      .   ,               ,     . , ,   -    ,     .       ,      ,    ,    . ,   Netflix   .  ,          600000 .  ,  ,    , .    75% ,   ,   ,   .   Netflix       .

 .  ,     ,   ,    ,       [5 - Triple Helix Research Group (Stanford University), The Triple Helix Concept. http://riplehelix.stanford.edu/3helix_concept (http://riplehelix.stanford.edu/3helix_concept).].             ,     .    ࠖ Brainport Eindhoven.    ,     ,  ASML (  )  Philips Medical.   Yes! Delft,   -   --,           [6 - Maurits Kreijveld, De kracht van platformen: Nieuwe strategieen voor innoveren in een digitaliserende were/d. Vakmedianet. 2014.].                   ,   , MIT  ..

     .   ,           ,    .           ,  ,     .          .     .     ,      .       ,      ;   Vestia    -     ,           .

       ,  ,          . Watson  IBM           .

   .  VINT,         Ҡ  Sogeti,  2033.         [7 - Sander Duivestein, Aniel Kalicharan & Roland Wessel,     VINTI Sogeti,    Design to Disrupt. June 17, 2014. https://www.sogeti.ni/updates/nieuws/vint-onderzoek-voorspelt-beursnoteringen-van-5-jaar-vanaf-2033 (https://www.sogeti.ni/updates/nieuws/vint-onderzoek-voorspelt-beursnoteringen-van-5-jaar-vanaf-2033).].       Fortune500  1950.  75,   2001. ,   2012.    15;              (Creative Destruction)[8 - Richard N. Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market-And How to Successfully Transform Them. Crown, 2001.].       .   Standard&Poors ,   1958.      61,  1980-젖 25,   2011-젖 18[9 - Driek Desmet, Ewan Duncan, Jay Scanlan & Marc Singe, Six building blocks for creating a high-performing digital enterprise, McKinsey & Company, September 2015. http://www.mckinsey.com/business-functions/organization/our-insights/six-building-blocks-for-creating-a-high-performing-digital-enterprise (http://www.mckinsey.com/business-functions/organization/our-insights/six-building-blocks-for-creating-a-high-performing-digital-enterprise).].      ,  75%    S&P5002014.   2027.[10 - Marla Capozzi, Vanessa Chan, Marc de Jong & Erik A. Roth, Meeting the innovation imperative: How large defenders can go on the attack, McKinsey & Company, July 2014. http://www.mckinseyonmarketingandsales.com/meeting-the-innovation-imperative-how-large-defenders-can-go-on-the-attack (http://www.mckinseyonmarketingandsales.com/meeting-the-innovation-imperative-how-large-defenders-can-go-on-the-attack).]       2010.   .    ,          ,     .    100%,          .  ,     .  ,   .

, ,       ,   .1.  :    ,     , , .








   XXI.   ,      XX.      :      ,       ,        頖     .     ,   ,   ,    ,     .     ,       .    ,        .




1.4.   


 XX.          .      (General Motors), 堖     (Walmart)   (Amazon).   XXI.   .             .            ,        .

     Forrester Research  ,       , .       :             -   ,   .  ࠖ          [11 - James McQuivey. Digital disruption. Unleashing the Next Wave of Innovation. Amazon Publishing, 2013.].

20         .      -      [12 -  .  :  -      / . . . . .:  , 2004.].     .            .  -       -:  ,  ,     .       ,  ,     [13 - James McQuivey. Digital disruption.].    ,       ,      ,  10.     .          10%   .       100.    ,          .

             .  ,   ,    .

   .     Airbnb,    ,   S-       .     ,   --.    : S-  !  .  -    ,      .      , ,    ,   .    ,     ,     ,        .  2011.     ,         The Wall Street Journal      [14 - Marc Andreessen. Why software is eating the world. The Wall Street Journal, August 20, 2011.].    ,  12    ,        ,       ,        : Facebook, Twitter, YouTube, Uber, Airbnb, Snapchat, Instagram, Fitbit, Spotify, Dropbox, WhatsApp  Quora[15 -    ,    Salesforce.].

,      ,     .     ? ?  ? ?  ,        ,  ,         :        ,      .     ,      .        : ,    ,  ,        ,      40%.  ,       ,          [16 - Menno Lanting, Olietankers en speedboten: Wendbaar werken in de 27e eeuw. Business Contact, 2014.].    ,           .




1.5.  


  ,             .  ,      .       VUCA , , , [17 - Volatility, Uncertainty, Complexity, Ambiguity;       .    . .].        ,     ,  ,        ,    .     ,    .               .        Uber     11, ,      ,  .      , , ,   ,       . ,      ,   ,        ,    ,     .

   -.   ,    ,    ,       .      ,      .   : 1990-    Philips      Apple.    Philips      ,      . Apple,  ,     ,  ,      .

,      VUCA,   .      ,       :       ;       ,  ,   ;     ,   ;       ,        ,  .

  ,     VUCA   ,      .     ,      ,      . ,     ,     ,         ,    .              ,       .      .  , ,     ,    ,       .




1.6.   


     ,   .       ,          . -              ,  .            .           ,    ,    .       ,       .  ,           ,    ,      .

 ,   ,   ,           .        ,    .   ,    ,      ,       ,   (Strategy That Works)     [18 -  .  ,  :        / . . . . .: ,   , 2014;  . .     / .   . . , . . .: , 2016; Paul Leinwand & Cesare Mainardi, Strategy that Works. Harvard Business Review Press, 2016.].      ,       .

 蠖       . ,    ,        .      MIT      ,    400    ,           80  ,    ,       [19 - Donald Sull, Rebecca Homkes & Charles Sull, Why Strategy Execution Unravels-and What to Do About It, Harvard Business Review, March 2015. https://hbr.org/2015/03/why-strategy-execution-unravelsand-what-to-do-about-it (https://hbr.org/2015/03/why-strategy-execution-unravelsand-what-to-do-about-it).].            [20 - Strategy setting and execution remains top board priority, Consultancy.uk (http://consultancy.uk/), March 23, 2016, www.consultancy.uk/news/3431/strategy-setting-and-execution-remainstop-board-priority (http://www.consultancy.uk/news/3431/strategy-setting-and-execution-remainstop-board-priority); Executie en verandering belangrijkste uitdagingen van strategieproces, Consultancy.nl (http://consultancy.nl/), June 27, 2016, https://www.consultancy.nl/nieuws/12613/executie-en-verandering-belangrijkste-uitdagingen-van-strategieproces (https://www.consultancy.nl/nieuws/12613/executie-en-verandering-belangrijkste-uitdagingen-van-strategieproces).].




1.7. 


 蠖  ,         ?  (Turner Consultancy)      .    60    ,     ,             .              ,    .                .      ,         .    70  .         - :        ?  ,          ;         Turner,         .

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  ,  ,      ,      .   ,      ,          .     ,      .

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 ,  ,    :    Turner Consultancy,   ,   ,         .       ,    ,    .

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 2019.

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jpijl@turner.nl

@JPijlTurner

https://nl.linkedin.com/in/jacquespijl (https://nl.linkedin.com/in/jacquespijl)

#strategyisexecution









2

    :   



   /     /    /     ? /   

     ?  Turner Consultancy    ,       .         ,    .         ,      47.




2.1.   1:      



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https://hbr.org/2004/04/the-ambidextrous-organization (https://hbr.org/2004/04/the-ambidextrous-organization)

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2.1.2. 廠     .   


       ;          : ,    .    ,  ,   . ,         .           - .   ,    ,      .     ,   ,      (  ).         ( )     ( ). -  Amazon       - ( ).          (    ).     Google  Apple:         (  ),       ,   -      - (    ).       .

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 3: .   ,      ,    

  .   ,            .      ,          ,             .            ,      .    ,     ,          .   ,      ,        ,      ?     ,       .   ( -  Ford)  :      ,   ,     ,     .     .

  ,    ,     ,   Microsoft  Apple[22 - Steve Blank, Why Tim Cook is Steve Ballmer and Why He Still Has His Job at Apple, Weblog, October 24, 2016. https://steveblank.com/2016/10/24/why-tim-cook-is-steve-ballmer-and-why-he-still-has-his-job-at-apple/ (https://steveblank.com/2016/10/24/why-tim-cook-is-steve-ballmer-and-why-he-still-has-his-job-at-apple/).].  ,      Microsoft     Apple     ꠖ ,   .   ,       ,     -.       -.      ,   頖    ,  .        .

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   3,   ,   .      .            ,    .       -.            :  ,  ,     [23 -  .  :    / . . .   . .: , 2020;  . :      / . . . . .: , 2020.].        ,    . ,   ,   .      .  ,             . ,   ,   ,    .          .        ,     ,      .         ,    .  ,       ,  .      堖    .        ,  .       :     ,    .        ࠖ   .








   3,   ,     -.         :      ,         .        ,  ,          ,     . ,  ,    :      .  -          .         ,     ,      3      .          3.    Alcatel-Lucent  British Telecom   :         .   4,   ,  ,                3.   ,    . ,   ,   , ,           .      ,            (    Uber)    .     ,          3.

       .            1,           10%.       ,   .         2008.,       .         ,     2   .  ,    ࠖ  ,     Kodak  Nokia. -  ,    ,    -[24 - Michael Moesgaard Andersen & Flemming Poulfelt, Beyond Strategy: The Impact of Next Generation Companies. Routledge, 2014.].  ,     ,   : DSM[25 - Wilco Dekker & Jonathan Witteman, Toen vierde hoogmoed nog hoogtij, de Volkskrant, March 24, 2014.], GE[26 - Brad Power, How GE Stays Young, Harvard Business Review, May 13, 2014. http://blogs.hbr.org/2014/05/how-ge-stays-young (http://blogs.hbr.org/2014/05/how-ge-stays-young).]  Toyota[27 - Brad Power, Make Your Organization Anti-Fragile, Harvard Business Review, June 24, 2013. http://blogs.hbr.org/2013/06/make-your-organization-anti-fr (http://blogs.hbr.org/2013/06/make-your-organization-anti-fr.).].       3  .        ,    .       General Electric  Toyota   , ,  ,  Uber  Airbnb.             4.

      3.  ,   ,    ,     .          .      -   ,     .

 ,    47,   ,       (, ,   ,          ).

http://www.vox.com/2014/5/19/5731494/the-new-york-times-probably-wont-implement-its-brilliant-innovation (http://www.vox.com/2014/5/19/5731494/the-new-york-times-probably-wont-implement-its-brilliant-innovation)

  ?     -     ,   ,       .




2.2.   2:  



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2.2.1.     


          .      .

           .       .   ,     .       :  .       Het Financieele Dagblad    :       ,       ,   ,   ,      ,      .          - .             .       ,  ,    ,        [28 - Annet Aris, Is strategie nog wei strategie? Het Financieele Dagblad, March 3, 2016.].

   ,      .     ;   ,           .   ,      .         ,   [29 - Pijl, Het nieuwe normaal.].    , ,       .       ,                .       . ,    - ,  .     堖     .

    ,    ?    .        .    , ,  ,     .           :      ,           .    .     蠖   ,         ,     .    ,           , ,      ,    ,   [30 -  .  ,  :       .]. ,    ,    ()    ,  ,   .     .     ,    ,    ,    ,       .    , ,           [31 - Pijl, Het nieuwe normaal, p. 6467.].  ,        ,  ,       [32 - .  .,  .  :  ,   / . . . . .: ,   , 2014; Hans van der Loo, Energy boost: Voor jezelf, je team en je organisatie. Presteren omdat je er zin in hebt. Van Duuren Management, 2013.].         .            25%   ,   [33 -  .,  .  .].

 ,      .  .6 ,            ,   .

         .         [34 - Eelke Pol, Wendbaarheid: Of hoe Darwin toch een beetje gelijk heft, https://www.managementsite.nl/wendbaarheid-nieuw-organiseren (https://www.managementsite.nl/wendbaarheid-nieuw-organiseren).].            :  蠖        [35 - Lee Dyer & Richard F. Shafer, From human resource strategy to organizational effectiveness: Lessons from research on organizational agility, Cornell University, CAHRS. Working Paper 9812, February 6, 1998. http://digitalcommons.irl.cornell.edu/cgi/viewcontent.cgi?article=ll24&context=cahrswp (http://digitalcommons.irl.cornell.edu/cgi/viewcontent.cgi?article=ll24&context=cahrswp).].      ,      .    .  MIT ,       37%     30%      .    The Economist ,  90%           [36 - Economist Intelligence Unit, Organisational Agility: How Business Can Survive and Thrive in Turbulent Times, March 2009. http://www.emc.com/collateral/leadership/organisational-agility-230309.pdf (http://www.emc.com/collateral/leadership/organisational-agility-230309.pdf).].   ,            .           ,  ,    .

    ,   .   6,     ,          .   :      蠖  ,  ,       ;         .   ,    .        -    ,    ,    .       .        .   ,   堖 ,   .








https://youtu.be/tL_sQddBtU4 (https://youtu.be/tL_sQddBtU4)

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2.2.2. 堖  ,  堖  :   


  (soft capabilities)       .   ,   Shell,       ,     . ,        .         :          (soft capabilities).     ,   ,          ,     ,      .

  ,        ,     [37 -  .,  . ,  :         / . . .    . .:  , 2014.].         ,     .      .    ,       ,    2,2      .

            ,   .     .     , ,    .  컠 ,   - . Turner Consultancy     - SECA.NU (http://seca.nu/).              [38 - . http://seca.nu/ (http://seca.nu/).].

        .  ,  , , ,      ,     ,       . ,           .

        .        ,        ,   .   䠖     ,           ,          .         6  2.




    頖 SECA.NU (http://seca.nu/)


Turner Consultancy  -       SECA.NU (http://seca.nu/).   ,                  .       . SECA.NU (http://seca.nu/)   25 ,   ,        .       :    ( ),    (   ),    (  )     (  ).       .

   :       . ࠖ  ,   .         .    ,         .   ,         ,       .    ,   ,     ,      .  ,      ,    [39 - Jay W. Lorsch & Emily McTague,Culture is not the Culprit, Harvard Business Review, April 2016.].

 ,       ? !   .     컠     .  ,     ,   .    ,        .  ,       ,    ,      .           ,    .             .   ,  ,        ,     .    ,   .

            .    ,     . ,     ,   .    -     .        ,      .           ,  ,         ,    ( ).        ,  .         ,    - .     軠        [40 - Pijl, Het nieuwe normaal, p. 7677.].        -.      ,       .     ,      .   ,       .         .      : , ,    .    ,     ,      [41 - Pijl, Het nieuwe normaal, p. 77.].     :   ,       ,    . :  蠖 ,  蠖 .      .




2.2.3.  蠖   ,  


     -.         -.    -: , , , ,    .      ,    ,       .   蠖     -,      .

  ,     .       .          ,       .

,     ,      .             ,      .    ,     ,     ,    .       ,     .

               .     ( ) ,  :           .        .       ,        ,  ,      .    - ,         :         .               .  , ,   蠖 ,    ,   ,     .




2.3.   3: ,    



     ,       [42 - Jacques Pijl, Digitale lnnovatie: Verstoor of wordt verstoord! Test het lnnovatie & Digitale Quotient van uw organisatie. Turner, June 9, 2016. http://www.turner.ni/wp-content/uploads/160705-Digitale-lnnovatie-Turner-White-paper-juni-2016.pdf (http://www.turner.ni/wp-content/uploads/160705-Digitale-lnnovatie-Turner-White-paper-juni-2016.pdf).].          . ,   ,   .           . 99%        ,       Apple, Google  Amazon.  ,   ,     .

 2015.  ,           510%     [43 - Desmet etal., Six building blocks.].       .      ,    .        ,  ,     .           .

 ,   蠖   ,     .  ,  ,    ,    . ,    , - - .   ,          [44 - Angela Maiers, Making Serendipity Tactical: Is Randomness Part of Your Leadership Strategy? Switchandshift.com (http://switchandshift.com/), December 29, 2013. http://switchandshift.com/making-serendipity-tactical-is-randomness-part-of-your-leadership-strategy (http://switchandshift.com/making-serendipity-tactical-is-randomness-part-of-your-leadership-strategy).].      .

        .     -,   ,      .       ,  IDQ (Innovation and Digital Quotient)[45 - Pijl, Digitale innovatie.].       ,           .  IDQ   ,       ,     ,     .

   ,    ,        :

1.    .

2.  .

3.     .




  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=65873274)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Carlos, J.F. C?ndido & Srgio P. Santos. Strategy implementation: What is the failure rate? Journal of Management & Organization 21 (2). February 2015, pp. 237262. https://www.researchgate.net/publication/264004530_Strategy_implementation_What_is_the_failure_rate (https://www.researchgate.net/publication/264004530_Strategy_implementation_What_is_the_failure_rate).




2


          .  ,         .




3


Jacques Pijl, Het nieuwe normaal: De 27 spelregels om te over/even in de nieuwe economie. Haystack, 2014.




4


Adam Hayes. 20 Industries Threatened by Tech Disruption, Investopedia. February 6, 2015. http://www.investopedia.com/articles/investing/020615/20-industriesthreatened-tech-disruption.asp (http://www.investopedia.com/articles/investing/020615/20-industriesthreatened-tech-disruption.asp).




5


Triple Helix Research Group (Stanford University), The Triple Helix Concept. http://riplehelix.stanford.edu/3helix_concept (http://riplehelix.stanford.edu/3helix_concept).




6


Maurits Kreijveld, De kracht van platformen: Nieuwe strategieen voor innoveren in een digitaliserende were/d. Vakmedianet. 2014.




7


Sander Duivestein, Aniel Kalicharan & Roland Wessel,     VINTI Sogeti,    Design to Disrupt. June 17, 2014. https://www.sogeti.ni/updates/nieuws/vint-onderzoek-voorspelt-beursnoteringen-van-5-jaar-vanaf-2033 (https://www.sogeti.ni/updates/nieuws/vint-onderzoek-voorspelt-beursnoteringen-van-5-jaar-vanaf-2033).




8


Richard N. Foster & Sarah Kaplan, Creative Destruction: Why Companies That Are Built to Last Underperform the Market-And How to Successfully Transform Them. Crown, 2001.




9


Driek Desmet, Ewan Duncan, Jay Scanlan & Marc Singe, Six building blocks for creating a high-performing digital enterprise, McKinsey & Company, September 2015. http://www.mckinsey.com/business-functions/organization/our-insights/six-building-blocks-for-creating-a-high-performing-digital-enterprise (http://www.mckinsey.com/business-functions/organization/our-insights/six-building-blocks-for-creating-a-high-performing-digital-enterprise).




10


Marla Capozzi, Vanessa Chan, Marc de Jong & Erik A. Roth, Meeting the innovation imperative: How large defenders can go on the attack, McKinsey & Company, July 2014. http://www.mckinseyonmarketingandsales.com/meeting-the-innovation-imperative-how-large-defenders-can-go-on-the-attack (http://www.mckinseyonmarketingandsales.com/meeting-the-innovation-imperative-how-large-defenders-can-go-on-the-attack).




11


James McQuivey. Digital disruption. Unleashing the Next Wave of Innovation. Amazon Publishing, 2013.




12


 .  :  -      / . . . . .:  , 2004.




13


James McQuivey. Digital disruption.




14


Marc Andreessen. Why software is eating the world. The Wall Street Journal, August 20, 2011.




15


   ,    Salesforce.




16


Menno Lanting, Olietankers en speedboten: Wendbaar werken in de 27e eeuw. Business Contact, 2014.




17


Volatility, Uncertainty, Complexity, Ambiguity;       .    . .




18


 .  ,  :        / . . . . .: ,   , 2014;  . .     / .   . . , . . .: , 2016; Paul Leinwand & Cesare Mainardi, Strategy that Works. Harvard Business Review Press, 2016.




19


Donald Sull, Rebecca Homkes & Charles Sull, Why Strategy Execution Unravels-and What to Do About It, Harvard Business Review, March 2015. https://hbr.org/2015/03/why-strategy-execution-unravelsand-what-to-do-about-it (https://hbr.org/2015/03/why-strategy-execution-unravelsand-what-to-do-about-it).




20


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21


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23


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24


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26


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28


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29


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30


 .  ,  :       .




31


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33


 .,  .  .




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35


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37


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38


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39


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40


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41


Pijl, Het nieuwe normaal, p. 77.




42


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43


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44


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45


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