Set up Enterprise Dynamic Strategy Map by System Thinking- A Case Study of A Company

• Main Authors: Tung-chih Huang, 黃同鋕
• Other Authors: Yi-min Tu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/qpuuvx

碩士 === 國立中山大學 === 高階經營碩士班 === 96 === Although the operations of enterprise includes four perspectives – finance, customer, internal business processes, learning and growth, the content of each perspective can be further divided into many subjects according to the different characteristic of each enterprise or business field. Among each perspective, they all have causal relationship directly or indirectly. Very often, the other perspectives will be impacted when the strategy or performance of one perspective has been changed, and the final overall performance of enterprise will also be affected via this kind of relationship. Because the relationship among these perspectives is complicated and the problem of time delay is serious, it is difficult for a manager to make correct decisions in this complicated operation system. Once the wrong strategy is taken, the growth of enterprise will be postponed, or even worse, the enterprise will be out of business by the potential risk that caused by the wrong strategy. For instance, the magic development stories of Wonder Techs and People Express are both very typical examples. This research takes A Corporation as the object of case study. Through the collection and study of domestic and foreign relative literature, paper and theses, this case study will help the object company find out the opportunity and its orientation on the present and future market environment by STEP analyzing, inspect the company’s competition and threat by Michael E. Porter’s Five Basic Competitive Forces Analysis, and survey the strength, weakness, opportunity and threat of the company on the market by SWOT method. And finally, the causal relationship diagram of the enterprise operations can be drawn by system thinking methodology with the four-perspective framework of balanced scorecard from the overall view of enterprise. The analysis of this causal relationship feedback diagram will check the influence of the whole enterprise’s operation system by all kinds of operation activities, and even, can set up the enterprise’s Dynamic Strategy Map based on this study. The Dynamic Strategy Map will help the manager analyze the operation strategy through the angle of the whole system operations to avoid just emphasizing on the short-term performance and neglecting the necessary of the long-term fundamental measures required for running the enterprise forever. Moreover, it can also assist the manager to pursue the high leverage point from the causal feedback diagram to be the key performance indicator for improving the enterprise’s operation quality and enhancing its competitiveness, and to allocate the limited resources on the most suitable places to create best benefit. This case study takes the present condition of A Corporation as the research scope. Restricted by company’s specific characteristic and present operation condition, the findings of this research cannot be applied to the other enterprises directly. But by comparing with the similar operation activities of the other enterprise or group, the causal relationship feedback among these operation activities still have the same direction of trend with the object enterprise logically. Therefore, the analysis in qualitative aspect will still have its reference value for the other enterprise.