苹果公司的价值创新和执行力研究

Apple’s Value Innovation and Execution Capabilities

价值创新战略是新的竞争环境下提出的一种新的战略逻辑。实行价值创新的企业另辟蹊径,开创蓝海,为企业带来丰厚的利润。然而,单纯的价值创新逻辑导向并不意味着其必然成功。价值创新能否成功,需要高超的执行能力加以支持,需要整合的、和谐的企业运营过程给予保证。本研究以苹果公司创新绩效和过程为例进行了分析,在此基础上提出了将战略与执行相结合的基于价值创新战略的企业过程管理能力的构建方向,以期在推动相关理论深化、繁衍的同时,为我国企业基于顾客价值进行的创新实践活动提供一些启发和指导。

Value innovation is a new strategic logic in the new competitive environment.The firms which make value innova tion try to find some new way and create blue ocean.They get generous profit from that strategy.However,the simple value innovation orientation does not mean inevitable successes.A successful value innovation needs excellent execution,an inte grated and harmonious operation process as well.This paper takes App.Inc.as an example to analyze the innovation perfor mances and process.Then the paper gives some future direction on firms’ process management capability which combines strategy with execution and base on the value innovation strategy.This paper contribute to the theory development,and have some implication on Chinese firms’practice of innovation which is based on customer value.