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2

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Strategia UHSUH]LQW DOHJHUHDGRPHQLLORUGHDFWLYLWDWHvQFDUHvQWUHSULQGHUHDvQ HOHJHV ILH

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alese).

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(OHPHQWHOHFDUHGHWHUPLQ SR]L LRQDUHDVWUDWHJLF DvQWUHSULQGHULLVXQW *DPDGHSURGXVHSHFDUHRUHDOL]HD] 3LD DVDXSLH HOHYL]DW (e); 0RGXOGHGLVWULEX LHLGHFRPHUFLDOL]DUHDSURGXVHORU 9ROXPXOYkQ] ULORU Tehnologiile folosite; $FWLYLWDWHD5'LDFKL]L LLOHGHWHKQRORJLH Sistemul financiar-contabil.

,129$5($,675$7(*,$NTREPRINDERII

2.1. (OHPHQWH GHILQLWRULL SHQWUX DYDQWDMXO FRQFXUHQ LDO DOntreprinderii

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Fig. 2.3.2-2. Bonzai-ul firmei Toray.

Folosind baza, se pot uOWHULRUGH]YROWDDOWHSURGXVHXLWLO] QGWHKQRORJLLGLQDFHHDLIDPLOLHn jurul unuipivot de diversificare (V.Beretta, Politique et strategie d'entreprise, Ed.d'Org. 1985):

Fig. 2.3.2-3 Utilizarea

pivotului pentru diversificarea

produselor.

Fig. 2.3.2-4. Axele de

OHJ WXU vQWUH IXQF LLOHvQWUHSULQGHULL L WLSXULOH GHLQRYD LLSHFDUHOHGHWHUPLQ

,QRYDUHDGHSURFHV2SWLPL]DUHDILQDQ ULLSURGXF LHL 2SWLPL]DUHD SURGXVHORU L DUH HOHOHORU GH GLVWULEX LH 2SWLPL]DUHDsistemului de organizare a ntreprinderii. 5.

2SWLPL]DUHD vQFDGU ULL L IXQF LRQ ULLserviciului R & D. 6. Autogestiune,

cointeresarea personalului firmei. 7. Formarea,optimizarea personalului din aval. 8. Metode

noi de gestiune financiar - FRQWDELO 0HWRGH QRL GH VXV LQHUH D YkQ] ULORU Inovarea de produs.

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Elementul distinctiv Exemple de element distinctiv ([HPSOXGHILUP

Resurse umane )RUPDUHDLYDORULILFDUHDUHVXU selorumane

IBM

R & D -FDSDFLWDWHDGHDU VSXQGHIRDUWHrapid unor noi cereri ale clientelei

- capacitatea de a dezvolta produse cu

totul noi

- capacitatea de a crea noi servicii.

BENETTON

SONY

ACCOR

Proiectare Originalitatea designului APPLE

LogLVWLF ODLQWUDUH Optimizarea costurilor deaprovizionare

CARREFOUR

)DEULFD LH - Flexibilitatea utilajelor-2UJDQL]DUHDSURGXF LHLSHQWUXDVHUYLUHSHGHQXPHURLFOLHQ L

BENETTON

McDONALD

Marketing &UHHUHDXQHLLPDJLQLGHPDUF PROCTER & GAMBLEService Asigurarea unui service complet n Romnia, XEROX

Exemple.

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0LQROWDFDUHGH LQHDSHSLD DDPHULFDQ VXEGLQSRQGHUHDIRVWSULPDFDUHDLQWURGXVvQ1985, sistemul autofocus, care i-DSHUPLVV GH LQ vQGLQSLD vQGHWULPHQWXOOXL&DQRQcare a trecut de la 40 % la 2DYDQWDMSHFDUHDUHXLWV L-OS VWUH]HDSRL

Philips a fost primul care a lansat compact-GLVFXOGDUD IRVWGHS LWXOWHULRUGH FHLFH DXIRORVLW SROLWLFD vQ VSDWH 6RQ\ L 0DWVKXVKLWD 7RW R SROLWLF vQ VSDWH D DGRSWDW L ,%0 ODcalculatoarele SHUVRQDOH GDU IRU D VD L-D SHUPLV V VH LPSXQ vQ ID D OXL $SSOH L V FUHH]Hstandardul cel mai utilizat azi, PC-ul.