Strategic Intent[战略意图]
(Hamel Prahalad)

知识中心

1989年，Gary Hamel和C.K. Prahalad的一篇标题为《战略意图》（Strategic Intent）的文章，引起了战略观念的突破，具有划时代的意义， 这篇文章当时发表在了《哈佛商业评论》上。 Hamel和Prahalad认为，企业若想达到成功，必须在企业内部大力宣传自己的战略意图，实现企业战略目的与战略手段的和谐。

什么是战略意图？ 释义

Hamel和Prahalad为战略意图所下的定义是： 一个雄心勃勃的宏伟梦想，它是企业的动力之源， 它能够为企业带来情感和智能上的双重能量，藉此企业才能迈上未来的成功之旅。 如果把企业的战略体系架构（即包括功能配置、竞争力获取、资源重组在内的高端蓝图）比喻为企业的大脑的话，那么战略意图则是企业的心脏。 战略意图应该表现出一种迎接未来挑战的张力——当前的资源与能力不足以完成企业所面临的任务和挑战。
 

战略意图的属性

Hamel和Prahalad认为战略意图具有以下三个方面的属性： 方向、发现和命运。

1. 方向的感觉（Sense of Direction）。 企业对于构建今后十年左右的市场和竞争地位的观点。 它是企业对于未来的看法，为企业提供统一的、深入人心的方向感。
2. 发现的感觉（Sense of Discovery）。 战略意图要能够于各种资源、能力中区分出： 着眼于未来的独特竞争能力。 它能够带领企业员工去探索新的竞争天地。
3. 命运的感觉（Sense of Destiny）。 战略意图还有一定的情感成分， 它能够让员工感知到其内在价值。

战略意图流程的三个步骤

1. 制定战略意图。全面包含上述三个方面的属性。
2. 设置挑战。 寻找和认定企业所将面临的适当的挑战，并与全体员工对此展开沟通交流， 使他们深信不疑，随时准备迎接挑战。由此，这些挑战就转变成了实现企业战略意图的手段和动力。 例如： 假设加能公司的战略意图是 “击败施乐”， 面临的一项挑战可能是 开发价格在1000美元左右的家用复印机。
3. 战略意图授权。 战略意图执行过程中， 必须要认识到实现战略意图要靠企业每一个员工的参与。 此时，企业高管的任务是汲取众人的智慧： 变传统的下行沟通方式为上行沟通方式，从企业内部不断获取新的思想和主意。

这种企业战略，或者更宏观地说，这种战略思维方式产生于二战后日本企业戏剧性上升的大背景之下。 二战后，日本经济迅速崛起，逐渐实现了其主宰世界市场的野心。当时，在西方社会看来，日本的这一战略意图是极不现实的， 不管是从日本的资源来看，还是从其竞争能力来看。 但是，在这个社会内部的各个层面，确实就产生了并持续保持着这么一股强烈的在经济领域赢取世界的意图， 这个宏伟的战略意图最终成为日本企业用10-20年夺取全球市场领袖地位的竞争基础。

参考书： Hamel & Prahalad - Competing for the future [中译本《竞争大未来》，北京昆仑出版社，1998]

论坛 关于以下内容的论坛讨论：战略意图。您可以在下方提出有关此主题的问题、分享您的经验、报告新的发展或解释一些事情。 开始一个新的论坛主题关于战略意图 在这里分享您的知识（或提出问题）   🔥 新 企业如何执行战略意图？ 一个企业的和管理者的雄心非常重要。... 3   Setting the Challenge of Strategic Intent Should the challenge (always) be declared publicly?... 182   2条评论 4 Dimensions of Strategic Intent Strategic Intent has four key dimensions and it is important to discern their inter-relatedness and distinctness at the same time. The Four Dimensions of Strategic Intent are: 1. The Desired Future S... 125   1条评论 Start Every Activity with an Intent We tend to forget that an intent paves the way to reach any objective. If we don't formulate an intent, that means we don't have any objective. Of course, things can be done without an intent, but yo... 7   Intent vs Strategic Values Strategic intent must be underpinned by strategic values. The corporate world must understand that an obsession to win or achieve strategic intents notwithstanding, clear and 'sacred' strategic values... 6

最佳实践 关于战略意图的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 🥇 Measuring the Attributes of Strategic Intent How to measure these three attributes: sense of direction, sense of discovery and sense of destiny?... 127   🥈 Strategic Intent - 2 Quotes I like 2 sentences about S.I. From Competing for the Future: Page 148: ".. Strategic intent aims to create employee excitement, not just employee satisfaction", and Page 142 &ff: "direction, discove... 98   🥉 Strategic Intent accommodates all sides It is hard to translate individual strategies of people in a company into corporate strategies. That is why a company has to have strategic intent in order to synergize individual concepts and compete... 71   2条评论 Intent-Intent Made strategic Strategic intent provides for the right frame of direction as well as geared towards the achievement of the company's common destiny as opposed to commonly observed motivations of success in most mana... 70   Strategic Intent Demands Strategic Intent demands equal commitment from mind, body, and soul. Its an obsession. It is to walk thro the journey with clear-cut agenda to reach the destination of ultimate supremacy, distinct lea... 52   1条评论 Strategic Intent Creates a Shared Obsesssion The strategic intent concept helps to increase the abilty of an organization to achieve its strategic purpose by creating a strong shared desire or even obsession across the organization to achieve it... 51   You're Lost without Intent Without strategic intent you are lost and as good as travelling in the dark without a torch. Strategic intent provides one with the weapon to overcome future hurdles.... 50

专家提示 关于Strategic Intent（英语）的高级见解。在这里，您将找到专家的专业建议。 Weaknesses of Strategic Intent Strategic Intent Compared to Vision, and Mission In an article Campbell and Yeung distinguish between vision, mission and strategic intent. According to the authors: - ... Three Functions of a Mission (Statement) Reasons for Creating a Mission (Statement) Defining the mission statement is a major part of the strategic planning process. A mission has three functions or goals... Content of Value Statements Strategy, Leadership Common Topics in organization�s value statements, include: - Commitment to such outcomes as customer satisfaction and ... 3 Stages of Cultural Change Creating Cultural Change with Strategic Intent In his 1994 paper "Leadership and Strategic Intent" Charles E. Smith identified three main stages in the process of cult... How to Articulate, Communicate and Deliver on a Corporate Purpose Statement How to Create a Corporate Purpose Statement, Corporate Mission, Organizational Purpose, Organizational Mission A Corporate Purpose Statement (CPS) has at least 3 major functions: market definition, employee motivation and external ... A Corporate Theory: Long-term Handhold and Guidance in Turbulent Times? Inside-out Corporate Strategy, Corporate Visioning According to Professor Todd Zenger, companies should focus less on competitive advantage (this isn't what really interes... Success Story of Benetton Impact of Strategic Intent on Organanizational Success The impact of a consistent Strategic Intent on an organization can be better understood analyzing the success story of a... 4 Types of Mission Statements Which Type of Mission Statement is Right for Your Firm? Missions that have been formulated by company's can be very different from each other, depending on their goals / functi... Dealing with Barriers in Strategic Intent Overcoming Constraints in Executing Strategic Intent Thinking about a future that is �unthinkable�, according to current standards, raises immediately the image of the pract... Impact on Performance Strategy, Formulation Mission In a comparison of the performance of companies with �high-content� mission statements versus those with �low-content� m... Strategic Intent in No-Profit (Peter Drucker) Motivate by Strategic Intent Peter Drucker, famous management guru once said: �The best management practice and most innovative methods now come from... Strategic Intent and Organizational Culture Effects of Implementation When companies start adopting the Strategic Intent concept initially that didn't change much. In a first stage what real... Putting Purpose at the Core of Strategy Works Strategy, CSR, Stakeholder Management IMD Professor Malnight A. O. Presented results of 8 years of study on high growth in companies, initially considering 3 ... Strategic Intent Examples Practical Cases - Dr. Robert Barthelemy, Program Director of the National AeroSpace Plane Program, NASP was willing to create and manage...

信息来源 有关战略意图的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 Perspective: Biography Prahalad (1941-2010) Developing a Broader Perspective towards the Ideas of Prahalad A short biography on C.K. Prahalad's career and ideas.... Strategic Intent Short Summary Short article on Strategic Intent....

研究链接 自动跳入有关以下内容的其他有用资源战略意图。 新闻 视频 简报   书比人好 学术的 更多

比较：  Ashridge Mission Model[Ashridge使命模型]  |  Value Based Management[价值管理]  |  Core Competence[核心竞争力]  |  Bottom of the Pyramid[金字塔底层]  |  Moral Purpose[道德目的]  |  Clarkson Principles[克拉克森原则]  |  Intrinsic Stakeholder Commitment[内部相关者认同]  |  Strategic Stakeholder Management[利益相关者战略管理]  |  Seven Surprises[七大惊奇]  |  Stakeholder Value Perspective[利益相关者价值观]  |  Shareholder Value Perspective[股东价值观]  |  Spiral Dynamics[螺旋动力学]  |  Co-Creation[共同创造]

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