Balanced Scorecard: Não é fácil fazer a transição

sexta-feira, maio 03, 2013

Não é fácil fazer a transição

A propósito deste postal "Todos sabem fazer, mas poucos sabem vender" refere-se que as empresas portugueses do sector de iluminação têm vantagens competitivas no B2B. Depois, refere-se que o futuro é o ter marca e subir na escala de valor para o B2C.
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Entretanto, numa acção de formação esta semana apresentei esta imagem:

No lado esquerdo, o mapa da estratégia de uma empresa de calçado que aposta no B2B.
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No lado direito, o mapa da estratégia de uma empresa de calçado que aposta no B2C.
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Diferentes prioridades, diferentes "preocupações", diferentes modelos mentais.
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Passar de um modelo B2B para um modelo B2C não é pêra doce, muitos políticos e "espertos" pedem essa mudança. Só que se trata de uma mudança que não pode, não deve ser imposta.
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É uma mudança que deve ser decidida pelas empresas.

1 comentário:

Bruno Fonseca disse...: excelente o quadro.

o sector da iluminação, bem como o do mobiliário, é bastante interessante.

em relação ao mercado em si, trata-se de saber o que se vai trabalhar. uma coisa é trabalhar activamente nos canais de distribuição (essencialmente casas de decoração e mobiliário), clientes finais (por norma com referências na imprensa especializada) ou então nos prescritores (arquitectos têm um peso considerável neste ponto).

são 3 canais diferentes. o investimento a ser feito é também muito diferente (enquanto que na distribuição existe maior esforço no processo produtivo e na optimização, no cliente final é mais importante o investimento em marketing e na marca, design e inovação).

é um bom exemplo.; 3 de maio de 2013 às 11:13

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"It is widely believed that restructuring has boosted productivity by displacing low-skilled workers and creating jobs for the high skilled."Mas, e como isto é profundo:"In essence, creative destruction means that low productivity plants are displaced by high productivity plants." Por favor voltar a trás e reler esta última afirmação.
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"Lovaglia’s Law: The more important the outcome of a decision, the more people will resist using evidence to make it."

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"Das Leben, das uns gegeben ist, ist uns nicht als etwas Fertiges gegeben, sondern wir müssen es uns gestalten, und zwar jeder sein eigenes."
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“It is not the strongest of the species that survives, nor the most intelligent; it is the one that is most adaptable to change.”

"o Marketing só existe a partir do pensamento estratégico, caso contrário "não resulta""
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"Perder diversidade é como arrancar páginas de um livro. Quantas páginas poderemos arrancar até deixar de compreender o enredo?"
The great enemy of the truth is very often not the lie – deliberate, contrived and dishonest – but the myth, persistent, persuasive, and unrealistic. Belief in myths allows the comfort of opinion without the discomfort of thought."

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"Un desastre està punt de succeir a Espanya. El malentès de la gravetat de la crisi costarà car als inversors, ja que tindrà profundes conseqüències per a tot el sistema bancari europeu", afirma.

Entre d'altres coses, Mauldin diu que "els inversors estan fumant crack si creuen que els bancs espanyols són entre els més forts d'Europa, ja que estan amagant les seves pèrdues".

“… there are no “sunset” industries condemned to disappear in high wage economies, although there are certainly sunset and condemned strategies, among them building a business on the advantages to be gained by cheap labor”

"o vencedor da vida, o optimista que vive em incesto com o próprio ego, é o traço mais frágil do líder"

"We shall not grow wiser before we learn that much
that we have done was very foolish."
You may not be able to change the world but can at least get some entertainment & make a living out of the epistemic arrogance of the human race.

"I wanted you to see what real courage is, instead of getting the idea that courage is a man with a gun in his hand. It's when you know you're licked before you begin but you begin anyway and you see it through no matter what. You rarely win, but sometimes you do."

“Trust your guts. But not too much!”

"Customers will try 'low-cost providers,' because the majors have not given them any clear reason not to." "

"Natal é quando as Crianças pedem e os Pais pagam. Défices é quando os Pais pedem e as Crianças pagam."

"A imprevidência dos povos é infinita, a dos governos é legal"

"What a man sees depends both upon what he looks at and also upon what his previous visual-conceptual experience has taught him to see"

“The leaders first task is to be the trumpet that sounds a clear sound”

"lamented the lack of any systematic data on the scale of unfunded IOUs that care-free politicians have handed out like confetti."

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O problema não é o consumo. O problema é o consumo assente em endividamento."

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When it becomes more difficult to suffer than change, you will change"

"Hope is not a strategy and a crisis is a terrible thing to waste"

The more you can see of the present, the more you can see of the future"

Yes, You can change the future, but only changing the present"

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“The single biggest reason companies fail is they overinvest in what is, as opposed to what might be."

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"A estabilidade é uma ilusão"

"When we create the conditions of possibility, the universe becomes our co-conspirator"

Thinking about doing is not doing. Talking about doing is not doing. Doing is doing."

"'God has created me to do him some definite service. He has committed some work to me which he has not committed to another'.

...

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"confusing testosterone with strategy is a bad idea"

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"O Portugal que pára sem orçamento é precisamente aquele que vive dele e que há todo o interesse em parar."

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"Promising never to raise taxes, without reaching a deal on spending, really means a high and rising commitment to future taxes."

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"os bancos não financiam a economia, a poupança sim"

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"Life’s tough. It’s tougher if you’re stupid"

"O homem de bem exige tudo de si próprio; o homem medíocre espera tudo dos outros"

"Change is a threat when done to me, but an opportunity when done by me."

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"Built to last" is bad economics. Built to do something great" is the better idea. Think: "Creative destruction."

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“You’ve got to start with the customer experience and work back toward the technology – not the other way around”

"Strategy as the "smallest set of - intended or actual - choices and decisions sufficient to guide all other choices and decisions sufficient to guide all other choices and decisions."

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"Weird things happen when you take price out of the equation for consumers"

"‘It’s so damn complex. If you ever think you have the solution to this, you’re wrong and you’re dangerous.’"

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"Stressors are information"

“If you hear a “prominent” economist using the word ‘equilibrium,’ or ‘normal distribution,’ do not argue with him; just ignore him, or try to put a rat down his shirt.”

"The advantage of experiences over things for most of us is that we can make them seem unique, which = scarce, which = value"

"Pedras no caminho?

Guardo todas, um dia vou construir um castelo"

"Without risk, faith is an impossibility."

"Não posso com quem vive a achar que os outros lhe devem sempre alguma coisa."

"In a world of increasing automation, our ability to perform tasks is not nearly as important as our ability to dream. The questions we need to ask are not ones of action, but ones of meaning"

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"what's fairness gotta do with pricing based in value?"

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“Price is emotional”

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"Our obsession with scalability is getting in the way of unleashing the potential of the 21st century."

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"Debt may have ended up as a problem, but it always starts out as a solution."

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