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公司的核心竞争力 – 译学馆
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公司的核心竞争力

The Explainer: Finding Your Company's Core Competencies

The term core competence gets thrown around a lot,
核心竞争力这个术语被广泛应用
but it has a specific meaning,
而它是有具体含义的
one that’s especially important for strategists and companies with multiple
对于战略策划者和拥有多个业务部门或产品线的公司来说
business units or product lines.
这个含义非常重要
CK Prahalad and Gary Hamel, who introduced the concept,
CK Prahalad和Gary Hamel提出了核心竞争力的概念
described the diversified corporation as a large tree.
他们把多元化的公司比喻成一棵大树
The core products are the trunk and major limbs.
核心产品是树干和主枝
The business units are smaller branches,
业务部门是分枝
and the end products are the leaves.
终端产品是叶子
The core competence is the
核心竞争力则是
root system that provides nourishment and stability.
为大树提供养分和稳定性的根茎系统
It’s essentially what your organization
从本质上说 核心竞争力是指
knows about coordinating production and technology.
公司对生产和技术的协调能力
If you only compare end products,
如果只是比较终端产品
you’ll miss the real strength of your company.
你是无法了解公司真正实力的
To figure that out,
想了解实力
start by identifying specific core competencies,
首先要认清公司具体的核心竞争力
the five or six things at most that your company does better than anyone else.
即 至多5或6个比其他公司更具竞争优势的能力
These meet three requirements.
核心竞争力要满足三个条件
First, they provide access
第一 核心竞争力
to a wide variety of markets.
让公司能进入各种不同的市场
Consider what Honda knows about
本田凭借发动机技术
engines. It gives them a distinctive advantage in cars,
在汽车 割草机和发电机领域
lawnmowers and generators.
都具有独特的竞争优势
Second, core competencies contribute
第二 核心竞争力
to the benefits of the product as perceived by the customer.
能让客户感觉到终端产品的优势
Clearly Honda’s expertise in
本田发动机的专业技术
engines fits the bill here too.
显然也能满足第二个条件
Finally, core competencies
第三 核心竞争力
are hard for competitors to imitate.
不是竞争对手能轻易模仿的
It’s been tough for Honda’s
即便有更高的研发预算
competitors to match their engine
本田的竞争对手
design and development skills even with bigger R&D budgets.
也很难媲美本田的发动机设计和研发技术
Competencies not only bind existing businesses together.
核心竞争力不仅能把现有业务整合起来
They also nourish new lines of business.
而且还能拓展全新的业务类型
For instance, when Honda first decided to make cars,
例如 本田在首次决定制造汽车时
they knew they were capitalizing on what
就知道他们要充分利用
they’d learned about engines from years of making motorcycles.
多年在摩托车制造中所学的发动机知识
Understanding your competencies
了解自身的核心竞争力
can prevent you from making disastrous outsourcing mistakes.
能避免在外包业务上犯下灾难性的错误
Chrysler, for example,
例如 克莱斯勒公司
considered engines an expensive commodity
认为发动机是高价的商品
and outsourced them to Mitsubishi and Hyundai.
将发动机业务外包给三菱和现代
That didn’t work out so well for Chrysler.
这导致克莱斯勒公司发展得并不好
Knowledge fades if it’s not used.
知识不用就会消失
In a world of intense global competition,
在激烈的全球竞争中
understanding core competence
了解公司的核心竞争力
helps you figure out
有助于弄清楚
how to create sustainable advantage
如何为公司创造可持续性的优势
that’s more than just the sum of your current products.
这可比公司的现有产品重要多了

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核心竞争力是一个公司发展的根基

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