Name: 【TED】Philip Evans: 資料如何改變商業模式 (Philip Evans: How data will transform business)
Uploaded: 2015-04-30T02:32:50.000Z
Duration: 13 min 58 s

I'm going to talk a little bit about strategy

business strategy has always been premised

and, in fact, changing quite dramatically,

and that therefore what that will drive us to

owes its origins to two intellectual giants:

波士頓諮詢公司的創辦人布魯斯．亨德森

and Michael Porter, professor at the Harvard Business School.

以及哈佛商學院的教授麥可·波特

Henderson's central idea was what you might call

the Napoleonic idea of concentrating mass

你可以稱之為大規模專注對付弱勢，

against weakness, of overwhelming the enemy.

there are many phenomena which are characterized

by what economists would call increasing returns --

And therefore he found a logic for investing

in order to achieve competitive advantage.

of essentially a military concept of strategy

He pointed out, correctly, that that's all very well,

他提出，正確地說，該假設很好

but businesses actually have multiple steps to them.

但是商業應用上還有更多的步驟

and each of those components might be driven

A company or a business might actually be advantaged

一家公司可能在某些活動上佔優勢

in some activities but disadvantaged in others.

He formed the concept of the value chain,

essentially the sequence of steps with which

a, shall we say, raw material, becomes a component,

我們可以舉例，從一個原材料變成零組件

becomes assembled into a finished product,

And this idea of the value chain was predicated

what holds a business together is transaction costs,

organizations are more efficient at coordination

and therefore the nature and role and boundaries

因而這種合作的本質、角色和分界

of the cooperation are defined by transaction costs.

that the whole edifice of business strategy

that those premises are, in fact, being invalidated.

事實上，這些假設前提，是不成立的

First of all, let's think about transaction costs.

首先，讓我們思考一下交易成本

There are really two components to transaction costs.

One is about processing information, and the other is about communication.

其一是資訊處理，另一種是溝通

These are the economics of processing and communicating

as they have evolved over a long period of time.

自從波特和亨德森首次將他們的理論

資訊處理和溝通已被完全地轉變

communications costs have actually been falling

which is why communication, the Internet,

because if transaction costs are the glue

假如交易成本是將價值鏈串聯的要件

that hold value chains together, and they are falling,

There is less need for vertically integrated organization,

組織做垂直整合的必要性也越小

In particular, it then becomes possible for

to use their position in one step of the value chain

or disintermediate the competitor in another.

That is not just an abstract proposition.

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【TED】Philip Evans: 資料如何改變商業模式 (Philip Evans: How data will transform business)

essentially

scale

strategy

structure