Sistematizar a criação de valor!!!

A conselho de Rick Kash adquiri em segunda mão um livro de 1994 “The Value Imperative” de James McTaggart, Peter Kontes e Michael Mankins.
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O sexto capítulo, “Strategic Determinants of Value Creation” inclui um texto que continua super-actual:
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“In addition to understanding the impact that competitive forces have on profitability, most managers lack an economic framework that explicitly links the forces of competition and a business unit’s competitive position directly to value creation. This leads to two common problems. First, most managers have no clear understanding of the competitive advantages that are likely to create value and those that are unlikely to do so. As a result, most businesses invest as though all competitive advantages are equally likely to create wealth and, therefore, underexploit their most valuable assets. (Moi ici: Já o escrevi aqui no blogue, esta situação leva a que as empresas, muitas vezes, se substimem... Ah!!! Como podia esquecer Flávio Silva?) Second, in the absence of an economic framework that clearly delineates the strategic determinants of value creation, many large, diversified companies seize upon the latest ideas for building competitive advantage and mandate that every business unit pursue the same general strategic direction, even though these businesses compete in very different markets, with very different competitive requirements. (Moi ici: É a mania das boas-práticas. Quando é que as pessoas vão aprender que não existem boas-práticas em abstracto)
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In our view, having an economic framework that explicitly links competitive forces directly to value creation is not just a good idea, it is a necessity. (Moi ici: Como o mapa da estratégia) In order to systematically create value, managers must understand how their business unit’s competitive performance in the product markets impacts its value in the capital markets.”