CHNG 8 THIT K CU TRC T CHC & H THNG KIM SOT

VAI TR CA CU TRC T CHC PHN CNG THEO CHIU DC PHN CNG THEO CHIU NGANG KT HP V C CH KT HP KIM SOT CHIN LC L G? CC H THNG KIM SOT CHIN LC VN HO T CHC CC H THNG TH LAO KHEN THNG CHIN LC TM TT CHNG V CU HI THO LUN

- 235 -

KHI QUT
Thc thi chin lc l cch thc m mt cng ty to ra cc sp t c tnh t chc cho php h theo ui chin lc ca mnh mt cch hu hiu nht. Thit k t chc c ngha l chn cch kt hp c cu t chc v h thng kim sot cng ty c th theo ui chin lc ca mnh mt cch hu hiu - to gi tr v li th cnh tranh bn vng. C cu t chc xc nh cc quan h bo co, cc th tc, nhng hng dn, h thng quyn lc v cc qu trnh ra quyt nh.1 C cu t chc v h thng kim sot mang hai vai tr ch yu: Th nht, phi hp cc hot ng ca cc nhn vin sao cho h lm vic mt cch hiu qu thc thi chin lc lm tng li th cnh tranh v Th hai, ng vin nhn vin, cung cp cho h ng c t c s vt tri v hiu qu, cht lng, s ci tin v p ng khch hng. C cu t chc v kim sot nh hng cch thc x s v xc nh cch thc h s hnh ng trong vic thit lp t chc. Nu mt gim c iu hnh mi mun bit ti sao h phi cn nhiu thi gian v nhiu ngi ra quyt nh trong cng ty; ti sao li thiu s hip tc gia b phn bn hng v ch to; hay ti sao li t c cc ci tin sn phm, th cu tr li h cn phi tm nm chnh trong m hnh c cu t chc, h thng kim sot, v cch thc phi hp, ng vin cc hnh vi ca t chc. V th, mt phn tch v cch thc c cu v kim sot c th dn n nhng thay i bn thn chng v cn ci thin c vic phi hp v ng vin. M hnh t chc tt cho php t chc ci thin kh nng to gi tr v ginh li th cnh tranh. Rt kh pht trin mt c cu t chc c th h tr mt cch hu hiu chin lc ca cng ty. Tnh khng chc chn n cha trong cc mi quan h nhn qu, mi trng cnh tranh nng ng v nn kinh t ton cu thay i nhanh chng chnh l nguyn nhn ch yu gy ra cc kh khn cho s tng thch ca c cu t chc vi chin lc.2 Khi cc yu t ca c cu c thit k ph hp vi cc yu t khc, n s thc y vic thc hin chin lc mt cch hu hiu. Do vy c cu t chc l mt b phn quyt nh ca qu trnh thc thi chin lc hu hiu.3 C cu ca cng ty xc nh cng vic phi lm v lm th no i vi mt chin lc hay cc chin lc nht nh. Nh vy c cu t chc nh hng n cch thc lm vic v ra quyt nh ca cc nh qun tr. Bng vic h tr thc thi chin lc, c cu t chc lin quan n cc qu trnh thc hin cc nhim v ca t chc.4

B. Keats & H. ONeill, 2001, "Organizational structure: Looking through a strategy lens," Handbook of Strategic Management, Oxford, UK: Blackwell Publishers, 520542
2 3

J. D. Day, 2003, "The value in organization", The McKinsey Quarterly, Number 2: 45 H. Barkema, J. A. C. Baum, & E. A. Mannix, 2002, Management challenges in a new time, Academy of Management Journal, 45: 916930.

4 C. M. Fiol, 2003, "Organizing for knowledge-based competitiveness: About pipelines and rivers", Managing Knowledge for Sustained Competitive Advantage, San Francisco: Jossey-Bass, 6493

- 236 C cu t chc hu hiu to ra tnh n nh cho cng ty n thc hin thnh cng cc chin lc v duy tr li th cnh tranh hin ti, ng thi cng cung cp tnh linh hot cn thit pht trin cc li th cnh tranh cho chin lc tng lai.5 Ni cch khc, tnh n nh ca c cu cung cp cho cng ty kh nng qun tr cc cng vic hng ngy mt cch kin nh v c th d on trc6, trong khi tnh linh hot ca c cu cung cp cc c hi khai thc cc kh nng cnh tranh v phn b ngun lc cho cc hot ng s nh dng li th cnh tranh ca cng ty n thnh cng trong tng lai.7 Mt cu trc t chc tt phi cho php cng ty khai thc cc li th cnh tranh hin ti trong khi li cho php n pht trin cc li th mi.8 Nhng bin i trong chin lc hin ti ca cng ty hay vic la chn mt chin lc mi cn n nhng thay i c cu t chc. Tuy nhin, cc nghin cu cho thy tnh ca t chc thng cn tr cc n lc thay i t chc, thm ch ngay c khi m hiu sut t chc bao hiu n lc phi thay i c cu.9Trong nghin cu ca mnh, Alfred Chandler thy rng cc t chc thay i c cu ca h ch khi s km hiu qu thc p n phi lm nh vy.10Cc cng ty dng nh thch c cu hin ti v cc mi lin h quen thuc cho n khi hiu sut ca n gim n mc m s thay i l tuyt i cn thit.11 Hn na, cc nh qun tr cp cao s phi kt lun rng c vn trong c cu t chc cng ty (hay trong chin lc ca n), nh th c ngha l cc la chn trc ca h khng phi l tt nht.12 Chnh bi v cc khuynh hng tr tr ny, thay i c cu t chc thng c vin dn n cc c ng khi h khng mun chp nhn hiu sut nh vy na. Mc d tnh ca t chc l c tht, song cng khng t nhiu cng ty thay i trc khi hiu sut gim ng k. Thi hn thch hp thay i c cu khi cc nh qun tr cp cao nhanh chng nhn thc rng c cu hin ti khng to ra s hp tc v nh hng cn thit cng ty thc hin thnh cng cc chin lc ca n.13 C cu ca mt t chc gn con ngi vi cc nhim v v vai tr (phn cng) v ch r cch thc nhng con ngi ny kt hp vi nhau (kt hp). Tuy nhin, c cu t chc khng t n cung cp hay hm cha c ch ng vin con ngi. V th cn c kim sot. Mc ch ca kim sot chin lc l cung cp cho nh qun tr (1) mt cng c ng vin nhn vin lm vic hng ti mc tiu ca t chc, (2) nhn r cc phn hi gip t chc v cc thnh vin ca n thc hin tt.

5 R. D. Ireland, J. G. Covin, & D. F. Kuratko, 2003, "Antecedents, elements and consequences of corporate entrepreneurship as strategy" , Proceedings of the Sixty-third Annual Meeting of the Academy of Management, ISSN 1543-8643 6 G. A. Bigley & K. H. Roberts, 2001, "The incident command system: Highreliability organizing for complex and volatile task environments", Academy of Management Journal, 44: 12811299. 7 J. Child & R. M. McGrath, 2001, "Organizations unfettered: Organizational form in an information-intensive economy", Academy of Management Journal, 44: 11351148. 8 T. W. Malnight, 2001, "Emerging structural patterns within multinational corporations: Toward process-based structures, Academy of Management Journal, 44: 11871210 9

B.W. Keats & M. A. Hitt, 1988, "A causal model of linkages among environmental dimensions, macroorganizational characteristics, and performance", Academy of Management Journal, 31: 570598. A. Chandler, 1962, Strategy and Structure, Cambridge, MA: MIT Press. J. D. Day, E. Lawson, & K. Leslie, 2003, "When reorganization works", The McKinsey Quarterly, Number 2, 2029. M. Robb, P. Todd, & D. Turnbull, 2003, Untangling underperformance, The McKinsey Quarterly, Number 2, 5259. C. H. Noble, 1999,The eclectic roots of strategy implementation research, Journal of Business Research, 45: 119134.

10 11 12 13

- 237 Chng ta c th hnh dung, c cu ging nh mt ci khung, cn kim sot li cung cp cho n cc bp tht, cc gn, dy thn kinh v b cm ng cho php cc nh qun tr iu chnh v chi phi cc hot ng ca n. Trong chng ny, chng ta xem xt cc c cu t chc m ngi qun tr chin lc c th s dng phi hp v ng vin nhn vin. Chng ta xem xt vic s dng cc h thng kim sot kt hp vi c cu t chc kim sot, ng vin v tng thng cho cng ty v cc b phn chc nng. Chng ta cng nghin vic s dng cc c cu t chc v h thng kim sot khc nhau tng ng vi cc chin lc khc nhau. Sau khi c cc chng ny, bn c th hiu cc nguyn tc c bn ng sau vic thit k li c cu t chc v h thng kim sot v bn s c th chn m hnh t chc hp l cho vic thc thi chin lc.

- 238 -

8.1. VAI TR CA CU TRC T CHC Chin lc ch c th thc thi thng qua c cu t chc, v th, sau khi xy dng chin lc cho cng ty cc nh qun tr phi thc hin ngay bc tip theo, l thit k c cu t chc. Cc hot ng to gi tr ca mi thnh vin t chc s t c ngha tr khi c mt c cu t chc gn con ngi vi cc nhim v v kt ni cc hot ng ca nhng con ngi vo b phn khc nhau. Mi mt chc nng trong t chc cn phi pht trin mt nng lc gy khc bit thng qua mt hot ng to gi tr theo hng tng hiu qu, cht lng, ci tin, v p ng khch hng. Nh vy, mi chc nng cn c trong mt c cu phi c thit k r rng, qua c th chuyn mn ho, pht trin cc k nng, v t nng sut cao hn. Tuy nhin, khi cc chc nng tr nn chuyn mn ho hn, mi b phn li thng theo ui cc mc tiu ring ca mnh mt cch m qung, h nh mt kh nng nhn nhn yu cu truyn thng v phi hp vi cc chc nng khc. V d, cc mc tiu ca R&D l tp trung vo ci tin v thit k sn phm, cc mc tiu ca ch to thng l hng ti hiu qu. mc cho cc hot ng t thn nh vy din ra, cc chc ny s t c ting ni chung vi cc chc nng khc v b l cc c hi to gi tr thng qua cc hot ng phi hp. C cu t chc l phng tin cc nh qun tr c th phi hp cc hot ng gia nhng chc nng hay cc b phn khc nhau nhm khai thc y cc k nng v nng lc ca h. V d theo ui mt chin lc dn o chi ph cng ty phi thit k mt c cu thc y s phi hp cht ch gia cc hot ng ca b phn ch to vi R&D, qua m bo rng cc sn phm ci tin c th c sn xut theo cch thc hiu qu v tin cy. c c li ch t s cng hng gia cc b phn, ngi qun tr phi thit k cc c ch cho php mi b phn c th truyn thng v chia s cc cc k nng v hiu bit ca mnh. Mc tiu ca chng ta trong phn ny l xem xt cc khi c bn ca c cu t chc hiu c cch thc nh hng cc hnh vi ca con ngi, cc chc nng v b phn. 8.1.1. Cc khi ca c cu t chc Cc khi c bn ca c cu t chc l s phn cng v kt hp. S phn cng l cch thc trong cng ty phn b con ngi cc ti nguyn cho cc nhim v ca t chc to gi tr. Ni chung, mc phn cng cng cao nu s cc chc nng hay b phn trong mt t chc cng ln, kh nng chuyn mn ho cao v c k nng ring bit th. V d, cng ty GM vi hn 300 b phn khc nhau v vi v s cc b phn bn hng, R&D, thit k khc nhau, s c mt s phn cng cao hn nhiu so vi cng ty ch to a phng hay mt nh hng. Trong khi quyt nh cch thc phn cng t chc to gi tr v nh qun tr chin lc thc hin hai s la chn: Th nht, phn phi quyn ra quyt nh trong t chc kim sot cc hot ng to gi tr tt nht, gi l cch phn cng theo chiu dc. V d, cc nh qun tr cng ty phi quyt nh giao ph bao nhiu quyn lc c cho cc nh qun tr cp b phn hay chc nng. Th hai, quyt nh phn b con ngi v nhim v cho cc chc nng v cc b phn tng kh nng to gi tr ca h; l cc la chn phn cng theo chiu ngang. V d cc b phn bn hng v marketing nn ring bit hay nn kt hp thnh mt. u l cch thc tt nht phn chia lc

- 239 lng bn hng ti a ho kh nng phc v khch hng ca n, - phn theo khch hng hay theo vng? Kt hp l cch thc m cng ty phi hp con ngi v cc chc nng t c cc nhim v ca t chc. Khi c cc chc nng to gi tr khc bit, h phi theo ui cc mc tiu v mc ch ring. T chc phi to ra c cu sao cho c th phi hp hot ng ca cc chc nng v b phn khc nhau hng h theo ui chin lc. T chc s dng cc c ch kt hp cng nh cc h thng kim sot khc nhau thc y s phi hp v hp tc gia cc chc nng v b phn. T chc cng thit lp cc chun mc, cc gi tr v nn vn ho chung h tr s ci tin, thc y s phi hp. Tm li, s phn cng ch cch thc cng ty phn chia cc b phn (chc nng hay b phn) v sau s kt hp l cch thc cc b phn c th phi hp vi nhau. Hai qu trnh ny gn vi nhau mt cch cht ch xc nh cch thc hot ng ca c cu t chc v cch thc qun tr chin lc c th to gi tr thng qua cc chin lc la chn ca mnh. 8.1.2. S phn cng, kt hp v chi ph qun l Vic thc thi mt c cu nhm kt hp v thc y cc hot ng rt tn km. Chi ph hot ng ca mt c cu t chc v h thng kim sot c gi l chi ph qun l. Vi c cu cng phc tp chi ph qun l cng cao. V d cng ty cng phn cng chuyn mn ho cao cc nh qun tr cng ng vai tr c bit v cng cn cc ngun lc mi nh qun tr thc hin vai tr mt cch hiu lc. Lc , cng cn nhiu cc nh qun tr trnh cao, tr lng cao v cng cn nhiu nhn vin, cui cng chi ph qun l cng cao. Tng t, cng ty cng kt hp cht ch, cng cn nhiu thi gian gp nhau phi hp hot ng. Thi gian qun tr cng l tin bc, v nh vy, mc kt hp cng cao cng tn km chi ph iu hnh c cu. Chi ph qun l lin quan vi thc thi chin lc cao c th lm gim li nhun ca cng ty nhanh chng thm ch cn nhanh hn so vi vic xy dng mt chin lc km, v do chng tc ng trc tip n hiu nng c bn ca t chc. y chnh l nguyn nhn v sao vic thit k t chc tt li quan trng nh vy. Nh rng li nhun l lch gia thu nhp v chi ph. Trong phng trnh ny, chi ph qun l l mt b phn ln nm pha chi ph. Do , thit k t chc km (v d, mt t chc c qu nhiu cp trc tuyn hoc mi lin h km) gy ra chi ph cao, lm gim li nhun. Ngc li, thit k t chc tt, tit kim chi ph qun l c th cho cng ty mt li th v chi ph, chnh iu ny s sn sinh li nhun.

- 240 Thit k t chc cng tc ng ln pha thu nhp ca phng trnh li nhun. Nu cc nh qun tr chin lc chn c cu ng n kt hp cc hot ng to gi tr, h s nng cao kh nng to gi tr ca cng ty, i hi mc gi cao hn v do tng thu nhp. Do , thit k t chc tt c th tc ng ln c thu nhp ln chi ph ca phng trnh li nhun. l nguyn nhn v sao vic thc thi chin lc l mt vn sng cn. Trong mi trng cnh tranh ngy nay, ngy cng nhiu cc cng ty ti c cu hay ci t c cu ca h ci thin cn bn hiu nng thng qua mt m hnh t chc tt. V vy, chng ta cn thit phi hiu cc nguyn tc ng sau vic thit k c cu t chc.
Hnh 8-1: Quan h gia thit k t chc v li nhun

Thit k t chc

Tit kim chi ph qun l xut hin do c cu t chc

Nng cao cc k nng to gi tr ca cng ty Dn n li th khc bit v kh nng i hi gi cao

Dn ti li th chi ph thp

TNG LI NHUN

8.2. PHN CNG THEO CHIU DC Mc ch ca phn cng theo chiu dc l xc nh mi quan h bo co gia nhng con ngi, nhim v v cc chc nng tt c cc cp ca mt cng ty. V c bn, iu ny c ngha l cc nh qun tr chn s cp trc tuyn thch hp v tm hn him sot cho vic thc thi chin lc ca cng ty mt cch hiu lc nht. H thng trc tuyn thit lp c cu quyn lc t cp cao nht n cp thp ca t chc. Tm hn kim sot l s lng cc thuc cp m mt nh qun tr c th qun l trc tip. V c bn nu la chn mt c cu thp vi t cp trc tuyn th tm hn kim sot rng, hay ngc li c cu cao vi nhiu cp th tm hn kim sot tng i hp (Hnh 8-2). Cc c cu cao c nhiu cp trc tuyn mt cch tng i so vi qui m; c cu thp c t cp trc tuyn mt cch tng i so vi qui m. V d, mt nghin cu ch ra rng con s bnh qun ca cp trc tuyn vi mt cng ty s dng 3000 nhn vin l 7. Nh vy, mt t chc c chn cp trc tuyn trong trng hp s l

- 241 cao v c 4 cp trc tuyn c ngha l thp. Vi 30000 nhn vin v nm cp trc tuyn nh trong trng hp ca Microsoft c coi l c c cu tng i thp. Cc cng ty chn s cp m h cn thit trn c s chin lc ca n v cc nhim v chc nng cn thit thc hin chin lc ny. V d, cc cng ty cng ngh cao thng theo ui chin lc gy khc bit da trn dch v v cht lng. Do vy, cc cng ty ny thng c c cu thp cho cc nhn vin t do trong vic p ng cc nhu cu khch hng khng cn phi c s gim st. iu then cht ca vn l s phn b quyn lc v trch nhim trong t chc phi ph hp vi nhu cu ca cc chin lc cp cng ty, cp n v kinh doanh v cp chc nng.
Hnh 8-2: Cc kiu c cu t chc

1 2 3 4 5 6 7 C cu cao 3 C cu thp 2 1

8.2.1. Cc vn vi c cu t chc cao Khi mt cng ty tng trng v a dng ho, s cc cp trong h thng quyn lc trc tuyn tng ln cho php n kim sot v phi hp mt cch c hiu lc cc hot ng ca nhn vin. Cc nghin cu ch ra rng s cp trc tuyn tng ng vi qui m cng ty c din t trong Hnh 8-3 Cc cng ty vi xp x 1000 nhn vin thng s dng bn cp trc tuyn: Gim c iu hnh, ph gim c b phn, ngi gim st cp 1 v nhn vin trong nh my. Vi cng ty 3000 ngi s tng s cp ln n 8. Tuy nhin, c mt vi iu ng quan tm xy ra vi con s ny khi s nhn vin khong hn 3000. Thm ch khi cng ty tng trng ti mc 10000 nhn vin hay hn na s cp trc tuyn him khi tng vt qua 9 hay 10 cp. Khi t chc tng trng, cc nh qun tr dng nh c gng hn ch s cp trc tuyn. Cc nh qun tr c gi cho t chc c s cp thp nht c th c v tun th nguyn tc ti thiu ho chui mnh lnh. Nguyn tc ny pht biu rng mt t chc nn chn ti thiu ho s

- 242 cp quyn hnh cn thit thc thi chin lc ca n. Cc nh qun tr c gi h thng trc tuyn thp nht c th c bi v khi cng ty tr nn qu cao, cc vn pht sinh s lm cho chin lc kh thc thi v sinh ra chi ph qun l. Mt vi nhn t pht sinh chi ph c din t trong hnh 8-4 v s c tho lun trong phn sau. Hnh 8-3: Quan h gia s cp trc tuyn v s nhn vin

S cp trc tuyn

10 9 8 7 6 5 4

100

3000 2000 S nhn vin

10000

Cc vn phi hp. Qu nhiu cp trc tuyn gy cn tr vic truyn thng v phi hp gia cc nhn vin v cc chc nng lm pht sinh chi ph qun l. Truyn thng gia cc cp cao n cp thp thc hin theo mt chui mnh lnh di hn. iu ny dn n s km linh hot v mt thi gian ng k a ra mt sn phm mi ti th trng hay duy tr s pht trin cng ngh. V d, trong trng hp ca Federal Express, s truyn thng v phi hp l vn sng cn. Do , trnh vn ny xy ra vi h, cng ty cho php ti a ch 5 lp qun tr t cp gim c iu hnh ti nhn vin. Ngc li, trong trng hp ca Procter&Gamble c mt c cu trc tuyn cao, cng ty phi cn n khong thi gian gp i so vi i th cnh tranh a ra mt sn phm mi. ci thin s phi hp v gim chi ph, cng ty thay i c cu ca n v gim s cp trc tuyn. Cc cng ty khc cng h thp c cu tng tc truyn thng v lm quyt nh

- 243 Hnh 8-4 Nhn t pht sinh chi ph

Qu nhiu qun tr trung gian

C vn v ng vin

C vn v phi hp

Mo m v thng i

Chi ph qun l

Lm mo m thng tin. Tinh vi hn, nhng rt quan trng, l, vn thng tin b bp mo pht sinh khi c cu trc tuyn v quyn lc ko di. i dc xung pha di ca c cu, cc nh qun tr cc cp khc nhau (v d cc nh qun tr cp b phn v cp cng ty) c th hiu sai thng tin, hoc l ct xn mt cch tnh c cc thng ip hoc l ch phc v cc li ch ca mnh. Trong c hai trng hp, thng tin t cp cao khng th khng b nh hng khi n c a ch ca n. V d, mt yu cu chia s kin thc ch huy ca tng b phn nhm t c li ch cng hng c th khng c nhn thy hay b b qua ch v cc nh qun tr b phn coi n nh l s e do n quyn lc hay s t ch ch h. Thng tin c dch chuyn ln pha trn h thng trc tuyn cng c th b bp mo. Cc thuc cp c th ch chuyn n nhng ngi gim st cc thng tin m cm thy c li cho s ci thin v tr ca h trong t chc. S cp trong h thng trc tuyn cng nhiu, cng c nhiu c hi cho cc thuc cp bp mo thc t, do chi ph qun l cho vic qun l h thng trc tuyn cng cao. Tng t, chi ph qun l s tng ln nu cc nh qun tr cnh tranh vi nhau. Khi h c t nguyn gn gi ngi gim st, h s c thu thp cc thng tin c li cho cc li ch ca mnh gy tn km cho t chc. iu ny cng lm suy gim qu trnh kt hp. Cc vn ng vin. Khi s cp trc tuyn cng ln, quyn lc ca mi nh qun tr trong tng cp b gim xung. V d, xem xt tnh hung ca hai t chc vi qui m xc nh mt t chc ch c ba cp trc tuyn, mt t chc khc c ti by cp trc tuyn. Cc nh qun tr trong cng ty c c cu thp s c nhiu quyn lc hn, v khi quyn lc cng tng, s ng vin ca h cng c hiu lc, h cng chu trch nhim nhiu hn v hiu sut ca cng ty. Mt khc, khi c t nh qun tr hn, hiu sut ca h d nhn thy hn v h c th k vng s tng thng ln hn nu kinh doanh thnh t. Ngc li, trong mt cng ty c c cu t chc cao, kh nng thc hin quyn lc ca cc nh qun tr b hn ch, v cc quyt nh ca h lun b nhng ngi gim st xem xt mt cch k lng. Kt qu l, cc nh qun tr c nh r b trch nhim v t chi chp nhn ri ro m iu ny li rt cn thit cho vic theo ui cc chin lc mi. Cui cng, hu qu l lm tng chi ph qun l bi phi tn nhiu thi gian cho s phi hp cc hot ng. Nh vy, khun kh c cu ca mt cng ty c nh hng mnh m n vic ng vin con ngi trong t chc v l cch thc thc thi chin lc.

- 244 Qu nhiu qun tr cp trung gian. Mt tr ngi khc ca cc c cu cao l c qu nhiu cp trc tuyn, cng c ngha l c qu nhiu cc nh qun tr trung gian, v vic s dng cc nh qun tr tr nn tn km. Cc chi ph nh lng bng, vn phng, cc th k s l khon chi tiu khng l trong mt t chc. Trong nhng nm 1990 cc cng ty nh IBM, GM, Compaq v Procter&Gamble lm gim thp c cu qun l ca h v ct gim hng ngn nh qun tr. Ch nh vy thi cc cng ty ny c hng t li nhun, h t phi ng vin kim sot mt s ln cp trong h thng trc tuyn v mt s ln nh qun tr. Cc cng ty ngy cng nhn thc r rng v chi ph ca nh qun tr, h s lin tc tinh gin h thng qun l trc tuyn, gim s cp v do gim s cn b qun l h thp chi ph qun l, khi phc kh nng sinh li. Mt bng chng l khi cc cng ty tng trng v thnh cng, h thng thu nhn s v to ra cc v tr mi m khng ti tc ng ca cc hnh ng ny n h thng trc tuyn. Sau ny, khi cc nh qun tr xem xt li c cu , mt iu kh ph bin l phi gim s cp qun l do cc bt li nh nu ra. Cnh tranh ngy cng tng, cc cng ty cng phi thu gn c cu t chc, gim chi ph v phi c kh nng p ng nhanh hn vi cc c hi v e do. Tm li, nhiu vn pht sinh khi c cu cc cng ty tr nn qu cao v chui mnh lnh qu di. Trong nhng trng hp nh vy, cc nh qun tr chin lc c khuynh hng mt s kim sot trong h thng trc tuyn, iu ny ngha l h mt i kh nng kim sot chin lc ca mnh. iu bt hnh thng n vi mt c cu t chc cao l lm suy gim ch khng phi l thc y, ng vin v phi hp gia cc nhn vin v cc chc nng, kt qu l bng n chi ph qun l. Mt cch vt qua nhng vn nh vy, hay ch t cng phn no gim chi ph qun l l phi tp trung ho quyn lc, giao quyn xung cc mc thp hn trong h trc tuyn cng nh cp cao.

Tp trung hay phi tp trung?

Quyn lc tp trung khi cc nh qun tr cp cao trong h thng trc tuyn gi li quyn lc lm cc quyt nh quan trng nht. Quyn lc phi tp trung nu n c giao cho cc b phn, cc chc nng, cc nh qun tr v cc cng nhn cc cp thp ca t chc. Bng vic giao quyn cc nh qun tr c th tit kim chi ph qun l v trnh c cc vn truyn thng v phi hp bi v khng phi gi mt cch thng xuyn thng tin ti cp cao ca t chc lm quyt nh. Phi tp trung c ba li ch cn bn. Th nht, cho php cc nh qun tr chin lc ginh nhiu thi gian hn cho cc quyt nh chin lc. Cc nh qun tr chin lc giao trch nhim ra cc quyt nh iu hnh xung cc qun tr trung gian, v cc nh qun tr gn nht, h gim c s qu ti thng tin, v tp trung hn vo cc quyt nh chin lc, do cc quyt nh ca h hiu qu hn. Th hai, lm cho t chc thch ng vi cc iu kin a phng, s ng vin v trch nng cao nhim ca h. Nh vy, t chc s mm do hn, gim chi ph qun l bi v cc nh qun tr cp thp hn c giao quyn ra quyt nh mt cch tc thi. Th ba, khi cc qun tr cp thp hn c giao quyn ra cc quyt nh quan trng s c t nh qun tr gim st h v ni vi h phi lm g. t nh qun tr hn c ngha l chi ph qun l t hn.

- 245 Nu phi tp trung ho c hiu qu nh vy, ti sao khng phi tt c cc cng ty u phi tp trung ho vic ra quyt nh ca mnh v trnh c cc vn ca c cu qun l cao? Cu tr li l tp trung ho cng c li ch ca n. Tp trung ho vic ra quyt nh cho php phi hp tt hn cc hot ng t chc cn thit theo ui chin lc cng ty. Nu cc nh qun tr tt c cc cp u c th ra quyt nh ca mnh, qu trnh hoch nh tng th tr nn kh khn hn, v cng ty c th mt s kim sot qu trnh ra quyt nh chung. Tp trung ho cng c ngha l cc quyt nh ph hp vi cc mc tiu ca ton t chc. Khi cc hot ng chi nhnh ca cng ty gim dn v d Merrill Lynch tp trung ho bng vic thit lp h thng thng tin cc nh qun tr cng ty kim sot tt hn cc hot ng chi nhnh. Tng t, Hewlett Packard tp trung ho trch nhim nghin cu v pht trin cp cng ty cung cp mt chin lc cng ty trc tip hn. Hn na, trong thi k khng hong, tp trung ho quyn lc cho php lnh o mnh m hn nh cc quyn lc c tp trung vo mt ngi hay mt nhm. S tp trung ny cho php ra quyt nh nhanh chng v s hng ng c phi hp trong ton t chc. 8.3. PHN CNG THEO CHIU NGANG Nu phn cng theo chiu dc lin quan n phn chia quyn lc, th phn cng theo chiu ngang tp trung vo phn chia v nhm gp cc nhim v p ng mc tiu kinh doanh. Bi v, ti mt mc ln nht nh, cc nhim v ca mt t chc l mt hm s ca chin lc, quan im ch o l cc cng ty nn chn mt dng phn cng theo chiu ngang hay c cu ph hp vi chin lc ca h. C l ngi u tin lm iu ny l Alfred D. Chandler. Sau khi nghin cu cc vn ca t chc cc cng ty ln ca M nh Du Pont v GM khi cc cng ty ny tng trng v a dng ho nhng thp k u ca th k 20, Chandler i n hai kt lun: (1)v nguyn tc cu trc ca t chc tu theo chin lc ca cng ty hay ni mt cch khc l phm vi v cc nhim v m n chn theo ui v (2) c cu ca cng ty thay i khi chin lc ca h thay i theo thi gian. Cc loi c cu m cng ty s dng gm: 8.3.1. C cu n gin C cu n gin l c cu trong ngi ch-ngi qun tr lm tt c cc quyt nh v theo di mi hot ng trong khi cc cn b lm vic nh l s m rng quyn gim st. Thng thng trong tnh hung ny, mt ngi l ngi ch thc hin hu ht cc nhim v qun tr. Trong c cu n gin bao gm mt s cc quan h khng chnh thc, mt vi qui tc, chuyn mn ho hn ch, h thng thng tin n gin. Bi n khng cn nhng sp t chnh thc v s tn ti t chc, v phn cng theo chiu ngang rt thp bi v cc nhn vin thc hin nhiu nhim v. C cu ny thng c s dng cc cng ty nh, cc doanh nghip chuyn mn ho, nh bun, nh hng, dch v sa cha, thu khon sn xut mt loi sn phm hay cc sn phm t lin quan cho mt phn on th trng c th. C cu n gin cng s dng thch hp vi cc chin lc tp trung, chin lc cp kinh doanh khi doanh nghip cnh tranh bng vic cung cp mt tuyn sn phm n l, vo mt th trng theo a l . Mt v d kinh in v c cu ny l Apple Computer trong giai on u tin, l s lin doanh gia hai ngi. Steven Jobs v Steven Wozniak lm vic vi nhau trong mt ga ra thc hin tt c nhim v cn thit cho vic thng mi ho cc my tnh cc nhn ca h. H mua cc chi tit

- 246 b phn, lp rp chic my tnh u tin v a n n vi cc khch hng. Tuy nhin, ngay khi sn phm ca n thnh cng v c th trng chp nhn c cu n gin ny tr nn li thi. tng trng v thc hin tt c cc nhim v cn thit cho vic bnh trng cng ty nhanh chng, Apple cn mt dng phn cng theo chiu ngang phc tp hn. N cn thit u t cc ngun lc lm tng h tng ca s pht trin v nng cao kh nng gy khc bit ca mnh. Mc d vic pht trin mt c cu phc tp hn lm pht sinh chi ph qun l, iu ny c th chp nhn c min l c cu ny to ra gi tr cho cng ty s dng n. 8.3.2. C cu chc nng Khi cng ty tng trng, c hai iu ny sinh. Th nht, phm vi ca cc nhim v phi thc hin m rng ra. V d, r rng rng n cn phi c cc hot ng ca mt k ton, hay mt nh qun tr sn xut, hay mt chuyn gia marketing thc hin vic kim sot i vi cc nhim v chuyn mn. Th hai, nu khng phi l mt t chc, th khng mt ai c th thc hin thnh cng mt nhim v m khng tr nn qu ti. Trong trng hp , ngi sng lp khng th ng thi sn xut v bn sn phm c na. Cu hi t ra l gp nhm nhng cng vic g, hay thc hin cch thc phn cng theo chiu ngang no, c th p ng nhu cu tng trng ca cng ty theo cch no hiu qu nht vi chi ph thp nht? Cu tr li cho hu ht cc cng ty l mt c cu chc nng. Cc c cu chc nng. L s gp nhm nhng con ngi trn c s kinh nghim v chuyn mn chung ca h, bi v h s dng cc ngun ti nguyn ging nhau. V d cc k s c gp nhm li vi nhau trong mt chc nng bi v h thc hin cc nhim v ging nhau v s dng cc k nng hay ti nguyn ging nhau, v d nh sn xut, k ton, marketing, R&D, k thut, v ngun nhn lc.14 Hnh 8-5 din t mt c cu chc nng in hnh Hnh 8-5: mt c cu chc nng in hnh

Tng gim c Nghin cu & Pht trin Bn hng & cu chc nng Qun C Ch to vt liu Marketing tr Thit ch to k

Mi mt th hin mt s chuyn mn ho chc nng- nghin cu pht trin, bn hng v marketing, ch tov mi mt chc nng tp trung vo cc nhim v c chuyn mn ho ca mnh.

14

J. R. Galbraith, 1995, Designing Organizations, San Francisco: Jossey-Bass, 25.

- 247 -

a. Li ch ca c cu chc nng
Trc ht, nu con ngi thc hin cc nhim v tng t nhau c gp nhm li vi nhau, h c th hc tp ln nhau v s tr nn gii hn, chuyn mn ho v nng sut cao hn.15 Th hai, h c th gim st ln nhau m bo cho tt c u thc hin cc nhim v mt cch hiu qu v khng ln trn trch nhim ca mnh. Kt qu l, qu trnh lm vic tr nn hiu qu hn, gim chi ph ch to v tng tnh linh hot cho vic iu hnh. Th ba, l gip cho cc nh qun tr c kh nng kim sot tt hn cc hot ng ca t chc. Nh nu trn, c th s c nhiu kh khn khi tng s cp ca h thng trc tuyn. Tuy nhin, nu ngi ta c gp nhm vo cc chc nng khc nhau, mi chc nng c ngi qun l ca mnh th to ra mt s h thng trc tuyn, v cng ty c th trnh c c cu qu cao. V d, s c mt h thng trc tuyn trong ch to v mt h thng trong chc nng k ton v ti chnh. Vic qun tr kinh doanh tr nn d dng hn vi cc nhm khc nhau chuyn mn ho cc nhim v khc nhau v c qun l tch bit nhau.

b. Bt li ca c cu chc nng
Khi p dng c cu chc nng, cng ty s tng mc phn cng theo chiu ngang qun l cc nhim v phc tp hn. C cu ny cho php n duy tr s kim sot khi n ang tng trng. V vy, n c th phc v tt cho cng ty trong giai on bt u tng trng v a dng ho. Nu cng ty c nhiu s khc nhau v a l v bt u hot ng trong nhiu v tr hoc n bt u sn xut mt ph rng ri cc sn phm, cc vn kim sot v phi hp s pht sinh lm gim kh nng phi hp cc hot ng ca n v tng chi ph.16 Cc vn truyn thng. Khi cc h thng trc tuyn ca mi chc nng tin trin, cc chc nng tng trng tch bit hn vi cc chc nng khc. iu ny s ngy cng kh khn trong vic truyn thng gia cc chc nng v phi hp cc hot ng ca chng. Cc vn truyn thng ny ny sinh t cc nh hng chc nng. Cng phn cng chuyn mn ho, cc chc nng khc nhau cng pht trin theo cc nh hng khc nhau v ny sinh cc kh khn v rc ri cho t chc. Mi chc nng c cc nh hng thi hn v mc tiu ring. Mt s chc nng, v d chc nng ch to, nhn vn trong khun kh ngn hn v tp trung vo t c cc mc tiu ngn hn nh gim chi ph ch to. Trong khi cc chc nng khc, v d nh R&D li nhn s vt theo quan im di hn v mc tiu ca h ( l, ci tin v pht trin sn phm) c th c mt nh hng n mt vi nm. Cc nhn t ny c th lm cho mi chc nng pht trin mt quan im khc nhau v cc vn chin lc t ra trc cng ty. V d, chc nng ch to c th thy cc vn chin lc nh l gim chi ph, chc nng bn hng thy cn tng mc p ng khch hng, cn R&D th c th thy nhu cu to sn phm mi. Trong nhng trng hp nh vy, cc chc nng c vn v truyn thng v phi hp vi cc chc nng khc v chi ph qun l tng ln.

B. Keats & H. ONeill, 2001, "Organizational structure: Looking through a strategy lens", in M. A. Hitt, R. E. Freeman, & J. S. Harrison (eds.), Handbook of Strategic Management, Oxford, UK: Blackwell Publishers, 520542.
16

15

P. R. Lawrence & J. W. Lorsch, 1967, Organization and Environment, Homewood

- 248 Cc vn o lng Khi tng chng loi sn phm, cng ty s cm thy kh khn trong vic nh gi s ng gp ca mi sn phm hay nhm sn phm ti kh nng sinh li chung ca mnh. Hu qu l cng ty c th sn xut ra cc sn phm khng sinh li m khng nhn ra n v c th ra quyt nh phn b ti nguyn khng tt. Ngha l h thng o lng ca cng ty khng sc p ng yu cu ca mnh. Cc vn v tr Cc nhn t v tr cng gy cn tr vic truyn thng v phi hp. Nu mt cng ty ang sn xut v bn sn phm trn nhiu vng khc nhau, th h thng kim sot tp trung trong c cu chc nng khng cn thch hp na, bi v cc nh qun tr trong nhng vng khc nhau phi linh hot p ng cho mi vng. Nh vy, c cu chc nng khng tinh vi x l vic a dng ho theo vng. Cc vn chin lc i khi do cc nh qun tr b vng bn vo gii quyt cc vn truyn thng v phi hp m lng qun cc cn nhc chin lc c th gy hiu ng tng hp ca tt c cc nhn t. Hu qu l cng ty c th b mt nh hng v khng ginh c cc li th t cc c hi mi trong khi chi ph qun l li tng ln. y chnh l mt du hiu cho thy cng ty vn cha t ti mc phn cng thch hp hng ti mc tiu ca n. Lc , cng ty cn thay i t hp ca s phn cng dc v ngang thc hin mt cch hu hiu cc nhim v c tnh t chc nhm nng cao li th cnh tranh cho cng ty. iu c bn hm trong du hiu mt nh hng l bn thn cng ty pht trin nhanh hn c cu ca n. Cng ty cn phi u t ti nguyn ca mnh nhiu hn pht trin mt c cu tinh vi hn, c th p ng c cc nhu cu ca chin lc cnh tranh. Tt nhin, nh th s rt tn km song iu quan trng l cng ty c th to ra gi tr tng thm ln hn chi ph qun l ca vic iu hnh c cu, ch c th vic p dng c cu mi c ngha. 8.3.3. C cu nhiu b phn C cu nhiu b phn bao gm cc b phn hot ng, mi b phn i din mt n v kinh doanh ring bit, hay mt trung tm li nhun trong ngi qun tr cp cao giao ph trch nhim iu hnh cc hot ng hng ngy v chin lc cp n v kinh doanh cho ngi ng u b phn. Mi b phn m trch mt hot ng kinh doanh c lp, khc bit vi h thng trc tuyn chc nng ring ca mnh.17 C cu nhiu b phn c hai ci tin c bn so vi c cu chc nng, cc ci tin ny gip cho cng ty vn c th tng trng v a dng ho m khc phc c cc vn ny sinh t s mt kim sot. Cc ci tin l: Th nht, mi ph sn phm hay n v kinh doanh c t trong mt n v c lp c tt c cc chc nng h tr. V d, PepsiCo c hai b phn nc gii kht v thc phm n nhanh - mi b

17

J. Greco, 1999, Alfred P. Sloan, Jr. (18751966): "The original organizational man", Journal of Business Strategy, 20(5): 3031.

- 249 phn c cc chc nng ca mnh nh marketing, R&D. Kt qu l c mt mc phn cng theo chiu ngang cao hn. Th hai, lp ra vn phng cng ty gim st cc hot ng b phn v thc hin kim sot ti chnh i vi mi b phn. Cc cn b cp cng ty c nhim v gim st cc hot ng ca cc nh qun tr chc nng v b phn, v hnh thnh thm mt cp trong h thng trc tuyn ca cng ty. Do , trong c cu nhiu b phn mc phn cng dc cao hn so vi c cu chc nng. Hnh 8-6 trnh by mt c cu nhiu b phn in hnh trong mt cng ty ho cht ln nh Du Pont. Mc d cng ty ny c th d dng c by mi b phn hot ng, ch c ba b phn - Du m, dc phm v plastic - c th hin y. Nh mt n v kinh doanh c lp, mi b phn c mt mng y cc dch v h tr. V d, mi b phn c phng nhn s, bn hng, k ton ring. Mi b phn hot ng nh mt trung tm li nhun, iu ny lm cho cc cn b qun l cp cng ty d dng kim sot v nh gi cc hot ng ca mi b phn. So vi c cu chc nng, c cu nhiu b phn c chi ph qun l vic iu hnh mt rt cao. S lng cn b ln gy ra gnh nng chi ph chnh, v cc cng ty nh GM v IBM c hng ngn nh qun tr trong bin ch cn b qun l cng ty thm ch n vn gi khi khi lng kinh doanh ca h gim xung. Tng t, vic s dng cc b phn theo sn phm vi cc hot ng h tr chuyn mn nh R&D, nghin cu marketing, cng l pht sinh chi ph rt ln. Tuy nhin, mt ln na khng nh nu chi ph qun l tng ln c b p bi vic to gi tr cao hn, vic dch chuyn n c cu phc tp hn vn c ngha. Mi b phn cng c th p dng mt c cu thch hp nht i vi n. Nh hnh 11-6 cho thy b phn du m s dng c cu chc nng bi cc hot ng ca n l tiu chun ho; b phn dc phm c c cu nhm sn phm; v b phn plastic c c cu ma trn. Tng t, cng ty GM iu hnh ton b cng ty bng mt c cu nhiu b phn, nhng mi b phn li t chc theo cc nhm sn phm khc nhau da trn kiu t m n sn xut. Trong c cu nhiu b phn, cc hot ng hng ngy ca mt b phn no s do cc nh qun tr b phn chu trch nhim; ngha l cc nh qun tr b phn chu trch nhim iu hnh. Cn b cp cng ty bao gm cc thnh vin ban gim c cng nh cc qun tr iu hnh cp cao chu trch nhim gim st cc k hoch di hn v cung cp hng dn v cc d n gia cc b phn. Cc cn b ny c trch nhim chin lc. Vi nhim v kt hp b phn c lp, qun tr cng ty c phn cng mc cao chuyn mn ho cao hn c v chiu dc ln chiu ngang. Hai ci tin ny to ra kh nng kim sot c bit kt hp tng trng v a dng ho. Chng ta cn nghin cu su hn v cc li th v bt li ca c cu ny.

a. Cc li th ca c cu nhiu b phn
C cu nhiu b phn c nhiu li th bi n t ra hu hiu c cp cng ty ln cp cc b phn. C cu ny c th a kh nng sinh li ca cng ty n nh cao mi, bi v, chng cho php t chc iu hnh mt phc hp nhiu loi chin lc cp cng ty khc nhau. C cu nhiu b phn c cc li th c th nh sau: Nng cao kh nng kim sot ti chnh cp cng ty

- 250 Trong c cu nhiu b phn,kh nng sinh li ca cc b phn kinh doanh c th nhn thy mt cch d dng. Bi v, mi b phn l mt trung tm li nhun, kim sot ti chnh c th p dng cho mi b phn trn c s tiu chun li nhun. Ni chung, cc hot ng kim sot ny bao gm vic thit lp cc mc tiu, gim s thc hin mt cch thng xuyn, v can thip c chn lc mi khi c cc vn pht sinh. Qun l cp cng ty cng c v th tt hn phn b cc ngun lc ti chnh ca cng ty cho cc b phn ang cnh tranh. Kh nng nhn bit hiu sut ca cc b phn c ngha l qun l cp cng ty c th xc nh cc b phn no nn u t vn vi mong mun c c thu nhp ln nht.18 Theo ngha ny, vn phng cng ty v th nh nh u t hay ngn hng trong mt th trng vn ni b, hng lung vn n cc hot ng sinh li cao. Hnh 8-6: C cu nhiu b phn in hnh

Tng gim c Cc cn b qun l cng

Du m

Dc phm

Plastic

Du m c cu chc nng

Dc phm c cu nhm sn phm

Plastics c cu ma trn

Tng kh nng kim sot chin lc C cu nhiu b phn gii phng cc cn b cp cng ty khi trch nhim iu hnh. Nh vy, cc cn b c th dnh thi gian d tnh cc vn chin lc rng ri hn v pht trin nhm p ng vi cc thay i mi trng. C cu nhiu b phn cng cho php tng hnh dinh ca cng ty c

18 B. Keats & H. ONeill, 2001, "Organizational structure: Looking through a strategy lens", in M. A. Hitt, R. E. Freeman, & J. S. Harrison (eds.), Handbook of Strategic Management, Oxford, UK: Blackwell Publishers, 520542.

- 251 c cc thng tin thch hp cho chc nng hoch nh chin lc. V d, cc n v kinh doanh c lp l mt iu kin ban u cn thit cho hoch nh danh mc. Tng trng C cu nhiu b phn cho php cng ty vt qua gii hn v t chc i vi s tng trng ca n. Bng vic gim s qu ti thng tin trung tm, cc nh qun tr cp cng ty c th iu khin nhiu cc n v kinh doanh hn. H c th xem xt cc c hi cho s pht trin v a dng ho hn na . Cc vn v truyn thng gim xung v c th s dng cng mt b tiu chun kim sot ti chnh v k ton i vi tt c cc b phn. Cc nh qun tr cp cng ty cng c kh nng p dng mt chnh sch qun tr gip can thip khi c vn pht sinh.19 Theo ui hiu qu ni b mt cch mnh m Trong mt c cu chc nng, s ph thuc ln nhau ca cc phng chc nng ngha l vic thc hin ring l trong mi chc nng bn trong cng ty m khng khng th o lng bng mt tiu chun khch quan. V d kh nng sinh li ca chc nng ti chnh, chc nng marketing, hay chc nng ch to khng th nh gi c lp, bi n ch l mt b phn trong tng th. Thng thng, iu ny c ngha l trong c cu chc nng thiu i kh nng nh gi v tnh t chc do kh c th pht hin vic s dng cc ngun lc chc nng no khng hiu qu. V d, lnh o chc nng ti chnh c th s dng nhiu cn b hn mc cn thit gim sc p cng vic bn trong b phn ca mnh v dn n kh nng c nh gi v th cao hn. Tuy nhin, trong mt c cu nhiu b phn, hiu qu c bit ca mi b phn t ch c th quan st v o lng trc tip trn c s li nhun n sinh ra. Nh vy, s t ch lm cho cc nh qun tr b phn chu trch nhim v s thc hin ca mnh. Nh vy, vn phng cng ty trong v th tt hn tm ra s km hiu qu.

b. Nhng bt li ca c cu nhiu b phn

C kh nng do c cu nhiu b phn c mt s li th mnh m, ngy nay n dng nh tr thnh la chn a thch ca hu ht cc cng ty ln a dng ho. Qu vy, nhiu nghin cu cho thy cc cng ty ln s dng c cu ny tt hn c cu chc nng. Tuy vy, c cu nhiu b phn cng c nhng bt li ca n. Vic qun tr tt c th trnh c mt s bt li ny, nhng cng c mt s bt li khc tr nn c hu khi c cu hot ng v cn phi lin tc ch tm trong qu trnh qun tr. Cc bt li gm: Vic thit lp mi lin h quyn lc gia cng ty v b phn Quan h quyn lc gia tng hnh dinh cng ty v cc b phn phi thit lp ng n. C cu nhiu b phn to ra mt cp mi trong h thng trc tuyn- cp cng ty. Vn lin quan n vic ra quyt nh l bao nhiu quyn lc v s kim sot dnh cho vic iu hnh cc b phn v bao nhiu quyn lc c gi li cp cng ty.

19 R. E. Hoskisson, C.W. L. Hill, & H. Kim, 1993, "The multidivisional structure: Organizational fossil or source of value?" Journal of Management, 19:269298

- 252 Vn ny c lu tin bi ngi sng lp ra General Motor, Alfred Sloan. ng lp ra c cu nhiu b phn GM, v tr thnh cng ty u tin s dng c cu ny. Lc , nm b phn sn xut t quen thuc ca GM c lp ra, l: Chevrolet,Pontiac, Oldsmobile, Buick, v Cadillac. Tuy nhin, iu m Sloan nhn ra l khi tng hnh dinh gi li qu nhiu nng lc v quyn hnh, vic iu hnh cc b phn b thiu quyn t ch cn thit pht trin chin lc kinh doanh m c th p ng tt nht cho nhu cu ca b phn. Mt khc, khi giao qu nhiu quyn lc cho cc b phn h li theo ui cc mc tiu b phn, t lu n n nhu cu ca ton cng ty. V th khng th nhn c tt c cc li ch tim tng ca s cng hng nh ni n trn. Nh vy, vn trung tm trong vic qun tr c cu nhiu b phn l quyn hnh nn c tp trung nh th no cp cng ty v nn phi tp trung ho giao quyn cho cc n v n mc no. Vn ny phi c quyt nh mi cng ty vi s tham chiu n bn cht ca cc chin lc cp cng ty v cp n v kinh doanh ca n. Khng d dng c cu tr li cho vn ny, v theo thi gian, khi mi trng thay i hay cng ty thay i chin lc ca mnh, s cn i gia kim sot cp cng ty v cp n v b phn cng phi thay i. Bp mo thng tin. Nu tng hnh dinh cng ty qu nhn mnh vo thu nhp trn vn u t mi b phn- v d, t mc tiu thu nhp trn vn u t qu cao v nghim ngt- cc nh qun tr b phn c th chn cch bp mo thng tin m h cung cp cho cc nh qun tr cp cao v t v cho tnh th hin ti v kh nng sinh li nhun tng lai. Cc b phn c th ti a ho li nhun ngn hn, c l bng vic ct gim chi ph pht trin sn phm hay u t vo R&D v marketing. iu ny khin cng ty phi tr gi t trong tng lai. Vn ny r rng l ny sinh t vic kim sot ti chnh qu cht. Cnh tranh v ti nguyn Vn th ba ca c cu nhiu b phn l chnh cc b phn cng cnh tranh vi nhau v ti nguyn, v s ganh ua ny cn tr s xut hin cc li ch cng hng hay tnh kinh t v phm vi. V d, vi lng tin c nh s phn b cho cc b phn. Ni chung, b phn no chng t c t l thu nhp trn vn u t cao nht s nhn c phn ln nht trong s tin . Vi phn u t ln hn, h c th mnh hn thi k sau, do , cc b phn mnh tr nn mnh hn. Hu qu l, cc b phn cnh tranh mt cch tch cc v ti nguyn v iu khin h lm gim i s phi hp gia cc b phn. nh gi chuyn dch Cnh tranh b phn c th cng dn ti cc cuc u tranh v nh gi chuyn dch. t gi chuyn dch gia cc b phn l mt trong cc vn quan trng ca hi nhp dc v hi nhp dc c lin quan. Cuc ganh ua gia cc b phn phc tp ho vn t gi hp l. Mi b phn cung cp c gng t gi cao nht cho cc u ra mnh cc i ho thu nhp cho vn u t cho b phn. Cnh tranh nh vy c th lm xi mn hon ton nn vn ho cng ty v lm cho cng ty tr thnh mt ch tranh lun. Nhiu cng ty gp rc ri v cnh tranh gia cc b phn. Tt nhin, c th khuyn khch cnh tranh, nu nh qun tr tin rng n dn ti hiu sut cc i. Tp trung nghin cu v pht trin ngn hn

- 253 Nu mc tiu thu nhp trn vn u t do cng ty t ra qu cao, s c mt nguy him, l cc b phn s ct gim u t cho nghin cu pht trin ci thin hiu sut ti chnh ca b phn. Mc d, iu ny thi phng hiu sut ca n v trong ngn hn, song n tim tng nguy c gim kh nng pht trin sn phm mi ca b phn v dn ti gim li nhun di hn. V th, cc cn b cng ty phi kim sot cn thn cc tng tc ca h vi cc b phn bo m rng c th t c cc mc tiu ngn hn ln di hn. Chi ph qun l V mi b phn c cc hot ng chuyn mn ho ca mnh, nh ti chnh, R&D, nn qun l c cu nhiu b phn rt tn km. R&D l hot ng c bit tn km, v th mt s cng ty tp trung chc nng ny cp cng ty phc v cho tt c cc b phn. Vic trng lp cc dch v chuyn mn ho khng thnh vn nu li ch ca vic c cc hot ng chuyn mn ho ring bit c th b p c chi ph. Hn na, cc nh qun tr chin lc phi quyt nh xem vic trng lp c th bin minh c v mt ti chnh hay khng. Trong thi k suy thoi, cc hot ng thng c tp trung, c bit l cc dch v t vn v chc nng hoch nh; tuy nhin, mi b phn vn c duy tr nh l mt trung tm li nhun. Cc li th ca c cu nhiu b phn phi cn bng vi cc bt li ca n, cc bt li c th c qun tr bng cch lin tc theo di, v cc nhm qun tr chuyn nghip phi thng xuyn nhn thc v cc vn bn trong. C cu nhiu b phn hin nay ang c xu th ln t, cc ch li ca n th hin r rng nh nhng phng tin qun tr trong cc cng ty nhiu b phn kinh doanh. 8.3.4. C cu ma trn Khc xa vi cc c cu ni trn, c cu ma trn c xy dng trn hai dng phn cng ch khng phi ch c mt nh trong c cu chc nng. Trong m hnh ma trn, cc hot ng trn trc dc c nhm gp v phn cng theo chc nng nh: thit k ch to, bn hng v marketing, R&D. Chng ln m thc phn cng dc ny l mt kiu phn cng theo chiu ngang, trn c s phn bit theo sn phm hay theo d n. Kt qu ca hai cch phn cng l mt mng li phc tp cc quan h bo co theo cc d n v chc nng nh trong hnh 8-7 Vi c cu ma trn, ngi ta s dng mt loi phn cng dc c bit, mc d thng l rt thp, vi t cp trc tuyn, song cc nhn vin trong ma trn c hai th trng: Mt th trng chc nng, ngi ng u ca mt chc nng, v mt th trng d n ngi chu trch nhim qun tr cc d n ring. Cc nhn vin lm vic trong nhm d n vi cc chuyn gia t cc chc nng khc nhau. Cc nhn vin ny phi bo co vi th trng d n v cc vn d n v vi th trng chc nng ca mnh v cc vn chc nng. Tt c cc nhn vin lm vic trong nhm d n c gi l cc nhn vin c hai th trng v chu trch nhim truyn thng, phi hp gia cc chc nng v cc d n. u tin, c cu ma trn pht trin v c p dng bi cc cng ty thuc nhng ngnh cng ngh cao nh ngnh hng khng, ngnh in t v d TRW v Hughes Aircraft. Vi cc cng ty , iu ct yu thnh cng l phi pht trin cc sn phm hon ton mi vi tc cao trong mi trng cnh tranh v khng chc chn. H cn mt c cu vi nhng c tnh c th p ng yu cu ny, nhng c cu chc nng th qu sc km linh hot c th thc hin vai tr phc tp cng nh s tng tc gia cng vic nhm p ng yu cu pht trin sn phm mi. Hn na,

- 254 cc nhn vin trong cc cng ty ny thng c trnh cao, chuyn nghip v thc hnh tt trong iu kin lm vic linh hot, t ch. C cu ny t yu cu s kim sot trc tuyn t nhng ngi gim st. Cc thnh vin nhm t kim sot hnh vi ca mnh, v s tham gia trong nhm d n cho php h gim st cc thnh vin khc trong nhm v hc tp ln nhau. Hn na, khi d n tri qua cc giai on khc nhau cn cc chuyn gia khc nhau t cc chc nng khc. V d, trong giai on u d n cn n cc chuyn gia trong R&D; sau sang giai on sau li cn cc chuyn gia t chc nng thit k ch to v marketing tnh ton chi ph v cc d n marketing. Khi nhu cu v cc loi chuyn gia thay i, cc thnh vin nhm c th chuyn n cc d n khc cn n dch v ca h. Do , c cu ma trn c kh nng s dng cc k nng ca nhn vin nhiu nht, khng nhng th khi d n hin hnh kt thc v d n mi li xut hin. Hnh 8-7 C cu ma trn

Tng gim c Cc qun tr chc nng

Thit ch to Qun tr d n/sn phm D A D B D C D D n n n n

k Bn hng v marketing

Ti chnh

R&D

Mua sm

Cui cng, mc t do nht nh c cu ma trn khng ch to ra s t ch ng vin nhn vin, m cn cho cc qun tr cp cao t do tp trung vo cc vn chin lc, bi h khng b vng bn vo cc vn iu hnh. Trn cc phng din , c cu ma trn l mt cng c tt to ra tnh linh hot gip phn ng nhanh vi cc iu kin cnh tranh. Tuy nhin, c cu ma trn cng c mt vi bt li. Th nht, chi ph qun l iu hnh ca c cu ny rt cao so vi c cu chc nng. Bi c cu ny c khuynh hng s dng cc nhn vin trnh cao do c tin lng ln cc chi ph lin quan rt cao. Th hai, dch chuyn nhn vin lin tc trong ma trn,

- 255 ngha l cn phic thi gian v chi ph thit lp cc mi lin h nhm mi v loi b cc d n. Th ba, kh qun l cc nhn vin hai th trng, rt d ny sinh vn khi h cn phi i gia cc quan tm theo d n hay theo chc nng, v phi cn thn trnh cc xung t gia cc chc nng v d n v ngun lc. Theo thi gian, c th cc nh qun tr d n s gi vai tr lnh o trong vic hoch nh v thit lp mc tiu, nh vy, c cu ma trn s gn ging nh c cu sn phm hay c cu nhiu b phn. Nu cc mi lin h chc nng v d n khng c kim sot tt c th dn n tnh trng u tranh quyn lc gia cc nh qun tr, gy ra s nh tr v suy gim ch khng tng tnh linh hot. Cui cng, t chc cng ln cng kh thc hin c cu ma trn bi v cc mi lin h nhim v v vai tr tr nn phc tp. Trong tnh hung , ch c mt la chn l c cu nhiu b phn. Vi cc li th v bt li nh vy, c cu ma trn ni chung ch c s dng khi chin lc cng ty bo m cho n. Nu khng c im ny, vic s dng mt c cu phc tp qu mc cn thit ch dn n chi ph qun l cao hn. Trong cc mi trng th trng /sn phm nng ng nh cng ngh sinh hc, my tnh li ch ca c cu ma trn v tnh linh hot v ci tin vt qu chi ph s dng n, v th c cu ny thng c coi l la chn thch hp. Tuy nhin, cc cng ty trong giai on bo ho ca chu k ngnh hay h thng theo ui chin lc chi ph thp nn t khi la chn c cu ny chnh bi v chi ph vn hnh n qu cao. 8.3.5. C cu nhm sn phm Trong nhng nm gn y, c mt ci tin c cu l c cu nhm sn phm. Li th ca n tng t nh c cu ma trn, nhng vn hnh d hn v chi ph thp hn nhiu, bi v cc nhn vin c t chc thnh nhm xuyn chc nng mt cch thng xuyn, nh hnh 8-8. Hnh 8-8 C cu nhm sn phm Tng gim c R&D Bn hng & marketing Qun vt liu tr

Thit ch to

Nhm sn phm

Ging nh trong c cu ma trn, trong c cu nhm sn phm, nhim v c chia theo tuyn sn phm hay d n gim chi ph qun l v tng kh nng qun l, gim st v kim sot qu trnh ch to. Tuy nhin, thay v c thit k tm thi cho cc d n khc nhau nh trong c cu ma trn, cc chuyn gia chc nng c b tr trong cc nhm xuyn chc nng mt cch n nh.

- 256 Kt qu l, chi ph lin quan n vic phi hp cc hot ng thp hn nhiu so vi c cu ma trn khi cc nhim v v mi lin h bo co thay i nhanh. Nhm xuyn chc nng c thnh lp ngay khi bt u qu trnh pht trin sn phm mi, do mi kh khn u c th gii quyt sm trc khi n xut hin cc vn thit k li nghim trng. Khi tt c cc chc nng c u vo trc tip t khi bt u, chi ph thit k v k n l chi ph ch to c th gi mc thp. Hn na, vic s dng nhm xuyn chc nng s lm tng tc ci tin v p ng khch hng, v khi quyn lc c phi tp trung ho giao cho nhm, vic ra cc quyt nh c th ra nhanh hn. 8.3.6. C cu theo a l Trong c cu theo a l, cc vng a l tr thnh c s quan trng ca vic gp nhm cc hot ng t chc. V d, mt cng ty c th phn chia cc hot ng ch to ca n v thit lp cc nh xng ch to nhiu vng trong quc gia. iu ny cho php n p ng cc nhu cu ca khch hng theo vng v gim chi ph vn ti. Tng t, cc t chc dch v nh chui cc ca hng hay ngn hng c th t chc cc hot ng marketing v bn hng ca h trn mt vng, ng hn l trn mt quc gia, hng ti gn khch hng ca h hn. Hnh 8-9: C cu theo a l

iu hnh vng iu hnh vng

iu hnh vng

iu hnh trung tm Tng gim c

iu hnh vng

C cu theo a l cho php kim sot tt hn so vi c cu chc nng, bi v n c mt s h trc tuyn theo vng thc hin cc cng vic m trc kia ch do mt h trc tuyn n l m nhim. R rng mt cng ty nh Federal Express cn iu hnh bng mt c cu theo a l tho mn mc tiu ca cng ty, l: giao hng ngy hm sau. Cc t chc mua bn hng ho ln, nh Neiman Marcus, Dillard Departement Stores v Wal-mart, cng dch chuyn n c cu theo a l

- 257 ngay sau khi n tin hnh thit lp cc ca hng xuyn quc gia. Vi loi c cu ny, nhu cu n, mc, cc vng khc nhau( v d, qun o ma h Ty nam, o khoc min ng) c th c x l theo yu cu. ng thi, nh c chc nng mua sm c duy tr tp trung, mt t chc trung tm c lp ra c th mua cho tt c cc vng. Nh vy, trong vic s dng c cu theo a l cng ty c th va t c tnh kinh t v qui m trong vic mua sm, phn phi va gim chi ph v cc vn phi hp v truyn thng. Neiman Marcus pht trin mt c cu theo a l tng t nh trong hnh 8-9 qun tr chui ca hng trn ton quc. Trong mi vng n thit lp mt nhm ngi mua theo vng p ng cc nhu cu trong mi vng a l V d, vng pha ty, ng, bc v vng trung tm. Nhng ngi mua theo vng cung cp thng tin cho nhng ngi mua trung tm thuc tng hnh dinh cng ty, y h kt hp nhu cu ca cc vng li t c qui m kinh t v m bo theo tiu chun cht lng cao ca Neiman Marcus lm nn tng li th khc bit ca cng ty. Do , nhng ngi mua duy tr vic mua sm trn phm vi ton quc. Tuy nhin, cng dng ca c cu ma trn, c cu nhm sn phm, c cu a l ph thuc vo qui m ca cng ty, rng ph sn phm, v cc vng ca n. Nu cng ty bt u a dng ho theo cc sn phm khng lin quan hay hi nhp dc vo mt ngnh mi, cc c cu ny khng th p ng c vi a dng ho tng thm, v cng ty phi chuyn n c cu nhiu b phn. Ch c c cu nhiu b phn l tinh vi p ng vi nhu cu ca mt cng ty ln vi nhiu loi kinh doanh. 8.4. KT HP V C CH KT HP Nh chng ta bit mi t chc phi chn mt dng phn cng thch hp p ng chin lc. Cng phn cng, th cng yu cu cng ty phi dch chuyn t c cu chc nng sang c cu nhiu b phn. Tuy nhin, phn cng ch l quyt nh u tin phi lm trong khi thit k t chc. Quyt nh th hai l phi to ra mt mc kt hp cn thit lm cho c cu t chc hot ng hu hiu. Kt hp ch mc phi hp cc hot ng cn t c to gi tr v lm cho chng ph thuc ln nhau. C th tm lc mt n gin v thit k cu trc hot ng hu hiu l mc phn cng cng cao cng i hi mc kt hp cao. Do , nu mt cng ty s dng mt hnh thc phn cng cng phc tp n li cng cn mt hnh thc kt hp phc tp t c mc tiu ca mnh.

a. Cc dng c ch kt hp
C mt lot c ch kt hp m mt cng ty c th s dng tng mc kt hp ca n khi mc phn cng ca n tng ln. Cc c ch ny c m t t n gim n phc tp nh sau Tip xc trc tip. Mc ch ca tip xc trc tip gia cc nh qun tr l to ra mt khung cnh trong cc nh qun tr t cc b phn, chc nng khc nhau c th lm vic vi nhau cng gii quyt vn . Cc nh qun tr t cc chc nng khc nhau c mc tiu v quan tm khc nhau nhng c quyn hnh ngang nhau v do h c khuynh hng cnh tranh hn l hp tc khi xung t pht sinh. V d, trong mt c cu chc nng in hnh, nhng ngi ng u ca mi chc nng c quyn hnh nh nhau, im chung gn nht ca quyn hnh l gim c iu hnh. Do , nu pht sinh tranh ci, khng c c ch gii quyt xung t ngoi tr quyn ca th trng.

- 258 Trn thc t, du hiu v xung t xy ra trong cc t chc chnh l s cc vn gi ln cho qun tr cp trn gii quyt. iu ny tiu hao thi gian v n lc qun tr, lm chm tr vic ra quyt nh chin lc,v gy kh khn trong vic to dng vn ho hp tc trong cng ty. V l do ny m ni chung cc cng ty chn c ch kt hp tinh vi hn kt hp cc hot ng b phn v chc nng tng h nhau. Cc vai tr lin lc trong cc b phn tng h. Mt cng ty c th ci thin s hp tc cc chc nng tng h thng qua vai tr lin lc. Khi khi lng tip xc gia hai b phn hay chc nng tng ln, mt trong nhng cch thc ci thin s kt hp l c ra mt cn b t mi chc nng hay b phn chu trch nhim kt hp vi chc nng b phn khc. Cc qun tr vin ny c th gp g hng ngy, hng tun hay hng thng tu theo yu cu. Hnh 8-10a m t bn cht ca vai tr lin lc, du chm ch nh qun tr trong mi chc nng chu trch nhim kt hp vi chc nng khc. Trch nhim kt hp l phn cng vic trn ngy ca nh qun tr, nhng thng qua nhng vai tr ny hnh thnh cc dng quan h thng xuyn gia cc nh qun tr, ni lng hn cc cng thng gia cc b phn. Hn na, cc vai tr lin lc cho mt cch thc chuyn giao thng tin trong t chc, l iu quan trng trong cc t chc ln, t ch s dng cc nhn vin c th khng bit ai ngoi b phn ca h. Hnh 8-10: Cc c ch kt hp

a: Vai tr lin lc Bn hng Sn xut b: Lc lng hay nhm c nhim Bn hng

Sn xut

Thit k ch to b: Vai tr kt hp Plastic Vai kt hp

R&D

Du m

Lc lng c nhim tm thi. Khi c hn hai chc nng hay b phn chia s cc vn chung, tip xc trc tip v cc vai tr lin lc s b hn ch, bi v h khng to ra y s phi hp cn thit. Gii php trong trng

- 259 hp l p dng mt c ch kt hp tinh vi hn c gi l cc lc lng c nhim. Bn cht ca cc lc lng c nhim c biu din trong hnh 8-10b. Mi chc nng hay b phn s phn cng mt nhn vin, nh vy, mt lc lng c nhim s c lp ra gii quyt nhng vn c th. V c bn, lc lng c nhim l mt u ban c bit, v cc thnh vin chu trch nhim bo co li cho cc b phn ca mnh v cc vn t ra v cc gii php ngh. Cc lc lng c nhim ch c tnh tm thi bi v mt khi cc vn c gii quyt, mi thnh vin s tr v vai tr c trong b phn ca h hay li c phn cng vo cc lc lng c nhim khc. Cc thnh vin ca lc lng c nhim cng thc hin nhiu nhim v bnh thng ca h trong khi trong lc lng c nhim. Cc nhm thng xuyn Trong nhiu trng hp, cc vn t ra bi mt lc lng c nhim xy ra lin tip. i ph vi cc vn ny mt cch hiu qu, t chc cn phi thit lp mt c ch kt hp thng xuyn, l nhm thng xuyn. V d, nhm thng xuyn l u ban pht trin sn phm mi chu trch nhim la chn, thit k v marketing cc sn phm mi. Mt hot ng nh vy, r rng l phi vin n s kt hp thch ng gia cc chc nng nu mun cc sn phm mi thnh cng, v mt c ch kt hp thng xuyn thc hin iu ny. V d, Intel nhn mnh lm vic nhm. N thnh lp mt h thng cc nhm t vn da trn gn 90 nhm xuyn chc nng lp chin lc chc nng trong cc lnh vc nh thit k ch to, marketing v pht trin chin lc cp kinh doanh. Tm quan trng ca nhm trong c cu qun l khng th nhn mnh mt cch thi qu. V c bn, cc nhm thng xuyn l cc u ban thng trc ca t chc, v nhiu nh hng chin lc ca t chc c xy dng ph hp vi chng. Trong mt nghin cu v cch thc m cc nh qun tr s hp tc s dng thi gian, Henry Mentzberg pht hin ra rng hn 60% thi gian ca h trong cc u ban ny. Nguyn nhn khng phi l hnh chnh m ng hn vic kt hp c th ch l tp trung, cc cuc hp trc tip cc nh qun tr c th hiu c quan im ca ngi khc v pht trin chin lc t chc. Cng ty cng phc tp cc nhm cng tr nn quan trng . Cc vai kt hp Hot ng ca vai kt hp ch l thc y s kt hp gia cc b phn v chc nng; l mt cng vic hng ngy. Nh trong hnh 8-10c ch ra, vai kt hp l s c lp ca cc n v ph thuc hay cc n v c tch hp li. Ngi ta s dng mt chuyn gia c lp thng l mt nh qun tr cp cao c kinh nghim trong vic lin kt cc nhu cu ca hai b phn. Cng vic y l phi hp qu trnh ra quyt nh gia cc b phn v phng ban, do hng cc li ch cng hng t s hp tc t c. Cc b phn kt hp i khi s vai kt hp qu ln ngi ta thit lp mt b phn kt hp tng hnh dinh ca cng ty. Bnh thng, iu ny ch xut hin trong cc cng ty a dng ho qui m ln khi h nhn thy nhu cu kt hp gia cc b phn rt ln. B phn ny ch yu gm cc nh hoch nh chin lc, v do , c th gi l b phn hoch nh chin lc. Cc tng hnh dinh cng ty b tr nhn vin vo mt c cu b phn c th xem nh mt mt phn kt hp t trin vng b phn.

- 260 C cu ma trn Cui cng, khi s phn cng rt cao v cng ty phi c th p ng nhanh chng vi mi trng, c cu ma trn tr thnh mt phng thc kt hp thch ng. Ma trn cha nhiu c ch kt hp a tho lun. Cc cn b tiu d n kt hp gia cc chc nng v cc d n, ma trn xy dng trn nn tng ca cc lc lng c nhim tm thi.

b. Kt hp v kim sot
R rng, cc hng c mt s ln kin v kt hp v kim sot khi cc hng ny tng mc phn cng ca mnh nh l h qu ca qu trnh tng trng v a dng ho. Vn thc thi i vi cc nh qun tr, l lm ph hp gia mc phn cng vi mc kt hp p ng cc mc tiu ca t chc. Lu rng trong khi phn cng qu cao m kt hp khng y c th lm cho qu trnh thc thi tht bi, iu ngc li cng vy. Ngha l, vic kt hp mc phn cng thp vi s kt hp cao s dn n vic kim sot qu mc, t chc b hnh chnh ho, trong t chc mc linh hot v tc p ng gim xung ch khng phi tng ln theo mc kt hp. Bn cnh , kt hp qu mc rt tn km cho cng ty bi v n tng chi ph qun l. V nhng l do ny, mc tiu l phi ra quyt nh mc kt hp ti u cn thit p ng mc ch v mc tiu ca t chc.Cng ty cn iu hnh mt c cu n gin nht lin quan n vic thc thi chin lc ca n mt cch hu hiu. Thc t, cc c ch kt hp ch l cc cng c trc nht m cng ty theo ui tng kh nng kim sot v kt hp cc hot ng ca n; cc h thng thng tin hin i s l cng c th hai.

c. Cc h thng thng tin v c cu t chc

S tin tin ca h thng thng tin, phn mm v cng ngh Internet ang c tc ng quan trng n cc nh qun tr v cc t chc. Bng vic ci thin kh nng ca cc nh qun tr trong vic kt hp v kim sot cc hot ng ca t chc, v bng vic gip cc nh qun tr lm cc quyt nh c hiu lc hn cc h thng thng tin da trn c s my tnh hin i tr thnh mt b phn trung tm ca c cu t chc. Ngy cng c bng chng r rng rng h thng thng tin c th l mt ngun li th cnh tranh ca cng ty; cc t chc khng p dng h thng thng tin tin tin dng nh th bt li. Trong phn ny, chng ta xem xt cch thc tng trng nhanh chng ca h thng thng tin my tnh ho ang tc ng n c cu t chc v li th cnh tranh. Trc s pht trin ca h thng thng tin trn c s my tnh, khng c phng n cho h thng trc tuyn c th ng vng, m bt chp cc vn thng tin lin quan n n. S pht sinh nhanh chng ca h thng thng tin trn c s my tnh gn lin vi s tr hon hay h thp c cu trc tuyn ca t chc v mt s dch chuyn hng v phi tp trung ho ngy cnh mnh m, cng nh cc lung thng tin ngang trong t chc. Bng vic cung cp cho cc nh qun tr mt cch in t cc thng tin kh hon chnh, ng lc v cht lng cao, h thng thng tin hin i gim nhu cu v cc h thng trc tuyn cao. H thng thng tin hin i gim gim nhu cu v mt h trc tuyn cho chc nng nh mt phng tin kim sot cc hot ng ca t chc. Hn na, n gim nhu cu qun l trc tuyn cho phi hp cc hot ng ca t chc. H thng th in t, s pht trin ca cc chng trnh phn mm chia s ti liu mt cch in t, s pht trin ca Internet lm tng hon ton cc lung thng tin theo chiu ngang trong

- 261 phm vi t chc. S pht trin ca mng my tnh trong ton t chc d b cc ro chn truyn thng gia cc b phn, v kt qu l ci thin c hiu sut, vt tri v hiu qu, cht lng, s ci tin,v p ng khch hng. Mt nguyn nhn lm tng hiu qu l s dng h thng thng tin hin i c th gim s nhn vin cn thit thc hin cc hot ng ca t chc. Hin nay, vi s tr gip ca h thng thng tin s lp qun tr ca Eastman Kodak gim t 13 xung ch cn 4. Cn Intel thy rng bng vic p dng h thng thng tin tinh vi n gim s cp qun tr t 10 cp xung cn 5 cp. Nh vy, cng ngh thng tin tin tin c th ci thin tnh cnh tranh ca mt t chc. Do , vic tm kim li th cnh tranh ang hng n pht trin nhanh chng v p dng h thng thng tin hin i. Bng vic ci thin kh nng lm quyt nh ca cc nh qun tr, h thng thng tin hin i gip t chc nng cao v th cnh tranh ca n. Tuy nhin thc y s dng h thng thng tin hin i v lm cho c cu t chc hot ng, cng ty cn phi to ra mt c cu kim sot v khuyn khch ng vin con ngi v cc n v ph thuc lm tng hiu sut ca t chc. Trong chng sau chng ta tho lun v cc h thng kim sot chin lc m t chc c th s dng lm cho c cu t chc hot ng mt cch hiu qu. 8.5. KIM SOT CHIN LC L G? Kim sot chin lc l qu trnh trong nhng ngi qun tr gim st vic thc hin ca mt t chc cng nh cc thnh vin ca n nh gi cc hot ng xem chng c c thc hin mt cch hiu lc v hiu qu hay khng, nh thc hin hnh ng sa cha ci thin s thc hin nu n khng thc s hiu lc v hiu qu. Trc ht, cc nh qun tr chn chin lc v c cu t chc m h hy vng s cho php t chc s dng cc ti nguyn hiu qu nht to gi tr cho khch hng. Th hai, cc nh qun tr chin lc to ra cc h thng kim sot gim st, nh gi xem trn thc t chin lc v c cu ca t chc c ang lm vic nh d nh hay khng, cch thc h ci thin, thay i nu n khng hot ng nh mong mun. Kim sot chin lc khng ch l cng c phn ng vi cc s kin sau khi n pht sinh m n cn l cng c duy tr cho t chc ng hng, tin on trc cc s kin c th pht sinh, p ng mt cch nhanh chng vi cc c hi mi xut hin. Nh chng ta nhc n trong chng 1, nh chin lc ch ni m nh m cc nh qun tr chin lc c to dng cc ti nguyn v nng lc chi phi mi trng ca h, nhng cng bao gm s tp trung ch ca t chc vo ngha ca chin thng; ng vin con ngi bng vic truyn thng gi tr ca mc tiu; to c hi cho s ng gp nhm v c nhn; duy tr lng nhit tnh s dng mc ch mt cch kin nh hng dn phn b ti nguyn. R rng, n cha ng sau khi nim nh chin lc l mt vin cnh ca kim sot chin lc, n nh mt h thng thit t cc mc tiu v mc ch y tham vng cho tt c cc nh qun tr v nhn vin v sau pht trin cc thc o hiu nng m ko cng v khuyn khch cc nh qun tr v nhn vin khai thc ht sc mnh thc hin. Do , kim sot chin lc khng ch l cch thc tt gim st t chc hay cc thnh vin ca n t c mc tiu hin ti hay cch thc tt doanh nghip s dng cc ti nguyn hin c ca mnh. N cn duy tr vic ng vin v tp trung cc nhn vin vo cc vn quan trng t ra

- 262 vi t chc hin ti, tng lai, v duy tr cho cc nhn vin lm vic vi nhau cng tm ra cc gii php c th gip t chc thc hin tt hn theo thi gian.

a. Tm quan trng ca kim sot chin lc

hiu tm quan trng ca kim sot chin lc, hy xem xt cch thc m gip cc nh qun tr t c s vt tri v cht lng, ci tin, hiu qu v p ng khch hng cho khch hng, bn khi cn bn to dng li th cnh tranh ca cng ty. Kim sot v hiu qu xc nh cch thc t chc khai thc ti nguyn ca mnh hiu qu n mc no, cc nh qun tr c th o lng mt cch chnh xc bao nhiu n v u vo (nguyn vt liu, v cc th khc) cn thit to ra mt n v u ra. H cng phi c th o lng s lng cc n v u ra (sn phm, dch v) m h to ra. Mt h thng kim sot cha ng cc thc o cho php cc nh qun tr nh gi xem h sn xut cc hng ho v dch v hiu qu nh th no nh tm ra cch thc sn xut hiu qu hn. Cc thc o nh vy ni vi cc nh qun tr l h thnh cng nh th no. V d, khi cc nh qun tr ca Chrysler quyt nh chuyn sang c cu nhm sn phm thit k, ch to cc mu xe hi mi, h s dng cc cng c o lng nh thi gian thit k mt mu xe mi, mc tit kim chi ph trn mi sn phm sn xut ra nh gi xem c cu mi ny hot ng tt n mc no. Khi h s dng cc thc o ny so snh hiu sut ca c cu mi so vivi c cu c., h thy rng c cu mi vn hnh tt hn. Khng t ra h thng kim sot, cc nh qun tr khng nim v t chc ca h ang hot ng tt nh th no v cch thc m h c th thc hin tt hn, s thc th cc hiu bit nh vy ang ngy cng tr nn quan trng trong mi trng cnh tranh hin nay. Kim sot v cht lng Ngy nay cnh tranh gia cc t chc v cht lng hng ho v dch v ngy cng tng. V d, trong ngnh cng nghip t, trong mi khong gi c, cc t ny cnh tranh vi t khc v cc c tnh, mu m, tin cy theo thi gian. V th khch hng mua xe Ford Taurus, GM cavalier, Chrysler Intrepid, hay Honda Accord ph thuc nhiu vo cht lng sn phm ca mi cng ty. Kim sot t chc c vai tr quan trng trong vic xc nh cht lng ca cc sn phm, dch v, bi v n cho cc nh qun tr s phn hi v cht lng sn phm. Nu cc nh qun tr trong mt t chc nh Chrysler o lng c mt cch chc chn nhng li phn nn ca khch hng v s lng t mi b tr li sa cha, h s c s nhn din tt v cht lng m h to ra. C ngha l h thc s c mt xe t khng c s c hay cha? Cc nh qun tr chin lc to ra mt h thng kim sot m c th kim sot chc chn cht lng ca hng ho dch v v do h c th lin tc ci thin cht lng theo thi gian- iu cho h mt li th cnh tranh. Qun tr cht lng ton b, mt h thng kim sot trn ton t chc c th tp trung vo ci thin cht lng, gim chi ph. Kim sot v ci tin

- 263 Kim sot chin lc cng c th gip tng mc ci tin trong t chc. Ci tin thnh cng khi cc nh qun tr to ra mt thit t mang tnh t chc trong thc y s sng to, v trong quyn hnh c phi tp trung ho do mi ngi cm thy c t do th nghim v chp nhn ri ro. Quyt nh v mt h thng kim sot thch hp khuyn khch chp nhn ri ro l mt thch thc qun tr ln, v nh tho lun phn sau mt nn vn ho t chc tr nn quan trng trong bi cnh ny. V d, Chrysler khuyn khch mi nhm sn phm thc hin, cc nh qun tr cp cao gim st vic thc hin ca mi nhm mt cch tch bch trn c s vic gim chi ph v tng cht lng mi nhm. Sau thng cho mi nhm trn c s h thng thng gn vi s thc hin ca h. V trong mi nhm sn phm cc nh qun tr nh gi s thc hin c nhn ca cc thnh vin nhm, v hu ht cc nhn vin ci tin c s thng tin v tng thng trn c s mc thc hin ca h. Hnh 8-11: Qui trnh qun tr chin lc

Thit lp s mnh v cc mc tiu

Pht trin mt chin lc v c cu

To cc h thng kim sot chin lc o lng:

Hiu qu Cht lng p ng khch hng o lng hiu sut ti chnh

Kim sot v p ng khch hng Cui cng, cc nh qun tr chin lc c th gip t chc ca h p ng tt hn cho khch hng nu h pht trin mt h thng kim sot cho php s tip xc gia cc nhn vin v khch hng thc hin tt n mc no. Vic gim st hnh vi ca cc nhn vin c th gip cc nh qun tr tm cch tng mc thc hin ca nhn vin, c l bng vic khm ph cc lnh vc hun

- 264 luyn k nng c th gip cc nhn vin, hay bng vic tm ra cc th tc mi cho php cc nhn vin thc hin cng vic ca h tt hn. Khi cc nhn vin bit rng cc hnh vi ca h b gim st, h c th tp trung hnh ng hng v khch hng. V d, gip ci thin dch v khch hng Chrysler thng xuyn iu tra v kinh nghim ca h vi cc nh bn bun Chrysler. Nu mt ngi bn bun c qu nhiu li phn nn t pha khch hng cc nh qun tr ca Chrysler nghin cu t m tm ra cn nguyn cc vn v a ra gii php. Nu cn, h c th e do gim s t cho ngi bn bun thc p h ci thin dch v khch hng.

b. Cch tip cn phiu ghi im trong kim sot chin lc

Chng ta bit rng kim sot chin lc i hi pht trin cc thc o s thc hin cho php cc nh qun tr va nh gi cch thc h s dng ti nguyn to gi tr tt n mc no, va nhn thy cc c hi mi cho vic to gi tr trong tng lai. Mt m hnh ngy cng c s dng rng ri gip cc nh qun tr to ra mt kiu h thng kim sot chin lc ng n, tng cng s thc hin ca t chc l m hnh phiu ghi im Theo m hnh phiu ghi im, cc nh qun tr chin lc nh vo thc o ti chnh truyn thng o lng s thc hin nh li nhun, thu nhp trn vn u t v nh gi s thc hin ca t chc. Nhng thng tin ti chnh, d rt quan trng, nhng t n khng nh gi. Nu cc nh qun tr chin lc mun c c mt bc tranh chn thc v t chc, thng tin ti chnh cn c b sung thm vi cc thc o thc hin khc ch nh rng t chc t c bn khi ca li th cnh tranh- hiu qu, s ci tin, cht lng v p ng khch hng - tt n mc no. Bi kt qu ti chnh ch n gin cho cc nh qun tr bit kt qu ca cc quyt nh m h thc hin. Cc thc o khc lm phog ph bc tranh thc hin ny bng vic cho nh qun tr bit mt cch chnh xc t chc ang to dng bn khi li th cnh tranh nh hng s thc hin trong tng lai. Mt phin bn ca cch thc iu hnh phiu ghi im c trnh by trong hnh 12-1. Da trn cc mc tiu v s mnh ca t chc, cc nh qun tr chin lc pht trin mt b chin lc to dng li th cnh tranh nhm t c cc mc tiu ny. Sau h lp mt c cu t chc s dng cc ti nguyn t c li th cnh tranh. nh gi xem chin lc v c cu ang hot ng c tt khng, cc nh qun tr s pht trin cc thc o c th vic thc hin m c th nh gi bn khi cnh tranh ang c thc hin th no. Hiu qu C th c o bi chi ph sn xut, s gi cn thit sn xut mt sn phm, v chi ph nguyn vt liu. Cht lng C th o con s ph phm, s sn phm khuyt tt tr li t khch hng, v mc tin cy theo thi gian. S ci tin. C th o bng s sn mi c a ra, v thi gian cn thit pht trin mt th h sn phm mi trong s so snh vi s cnh tranh, u t hay chi ph pht trin sn phm.

- 265 Mc p ng vi khch hng C th o bng s khch hng lp li, mc giao hng ng hn, m mc phc v khch hng. Theo R.S Kaplan v D.P. Norton ngi pht trin cch tip cn ny th : Phiu ghi im nh mt ng h hay n hiu trong mt bung li my bay. Vi mt nhim v phc tp iu khin hay li mt my bay, phi cng cn cc thng tin chi tit v nhiu iu ca chuyn bay. H cn cc thng tin v lng nhin liu, tc gi, cao, im n v cc tn hiu khc m tm tt mi trng hin ti v d kin. Ch nh vo mt cng c c th tht bi. Tng t nh vy, tnh phc tp ca qun tr yu cu ngi qun tr c th ng thi thy mt vi lnh vc khc. Con ng to dng mt li th cnh tranh ca nh qun tr chin lc nu chuyn sang s thc hin ca t chc s c o lng bng cch s dng cc thc o ti chnh nh ngn qu, tng trng doanh s hng qu, tng trng th phn, v thu nhp trn vn u t hay vn ch. Da vo mt nh gi ca mt lot cc thc o trong phiu ghi im, cc nh qun tr chin lc c th nh gi li s mnh v cc mc tiu. H c th hnh ng sa cha cc vn hay khai thc cc c hi mi bng vic thay i chin lc ca t chc v c cu, chnh l mc ch ca kim sot chin lc. 8.6. CC H THNG KIM SOT CHIN LC Cc h thng kim sot chin lc l cc h thng thit t mc tiu, o lng, v phn hi chnh thc cho php cc nh qun tr chin lc nh gi xem cng ty c t c s vt tri v hiu qu, cht lng, s ci tin, p ng khch hng v thc thi chin lc ca n thnh cng hay khng. Mt h thng kim sot c hiu lc nn c 3 c tnh. Th nht, n nn mm do p ng khi cn thit vi cc s kin khng d kin trc. Th hai, n phi cung cp cc thng tin chnh xc, cho mt bc tranh chn thc v s thc hin ca t chc. Th ba, n cung cp cho cc nh qun tr nhng thng tin kp thi bi v nu ra quyt nh da trn cc thng tin li thi ngha l nm chc phn tht bi trong tay. Trong hnh 8-12 ch ra bn bc thit k h thng kim sot chin lc c hiu lc 8.6.1. Cc bc kim sot chin lc

a. Thit lp cc tiu chun v mc tiu m c th nh gi vic thc hin

Cc tiu chun v cc mc tiu m nh qun tr chn l nhng con ng nh gi s thc hin ca n. Cc mc tiu c th pht sinh t chin lc cng ty ang theo ui. V d, nu cng ty theo ui chin lc chi ph thp, th vic gim 7% chi ph mt nm l mc tiu. Nu cng ty kinh doanh dch v nh Wal-mart hay Mc Donald, tiu chun ca n c th bao gm cc mc tiu thi gian phc v khch hng hay cc hng dn v cht lng thc phm.

- 266 -

b. Thit lp cc h thng gim st v o lng bo hiu cc tiu chun v mc tiu c t c hay khng
Cng ty thit lp cc th tc nh gi cc mc tiu hot ng tt c cc cp trong t chc c t c hay khng. Trong mt vi tnh hung, vic o lng thc hin gn nh trc tip. V d, cc nh qun tr d dng xc nh s khch hng m nhn vin ca h phc v bng cch thng qua s ho n t s qu. Tuy nhin, trong nhiu trng hp o lng vic thc hin rt kh khn bi v t chc c cc nhim v phc tp. Lm cch no cc nh qun tr xem xt b phn R&D ca h ang hot ng c tt khng trong khi b phn ny cn n 5 nm pht trin sn phm? Lm cch no cc nh qun tr o lng vic thc hin ca cng ty khi cng ty thm nhp vo mt th trng mi v phc v cho cc khch hng mi? H s nh gi th no bit cc b phn ang tch hp tt hay khng? Cu tr li cho nhng trng hp nh vy l cc nh qun tr cn s dng n nhiu loi h thng kim sot khc nhau. 8-12 : Cc bc thit k h thng kim sot chin lc

Thit lp cc tiu chun v mc tiu To ra cc h thng o lng v gim st

So snh vic thc hin vi cc mc tiu thit lp nh gi kt qu v hnh ng sa cha nu cn

c. So snh vic thc hin hin ti vi cc mc tiu c thit lp

Cc nh qun tr nh gi xem vic thc hin c lch hay khng v lch bao nhiu so vi tiu chun v mc tiu thit lp trong bc 1. Nu vic thc hin cao hn cc nh qun tr c th nhn nh rng cng ty t mc tiu qu thp v c th phi tng ln trong k ti. Ngi Nht ni ting v cch thc m h s dng cc mc tiu trn dy chuyn sn xut kim sot chi ph. H lun c tng hiu sut v tng tiu chun lm ch cc nh qun tr hng ti. Mt khc, nu

- 267 thc hin qu thp, cc nh qun tr phi quyt nh xem c iu chnh hay khng. Quyt nh ny s d dng nu khi nguyn nhn ca vic hot ng km c th nhn din v d chi ph lao ng cao. Tuy nhin, thng gp hn l cc nguyn nhn dn n thc hin km rt kh pht hin. Chng c th pht sinh t nhng nhn t bn ngoi nh khng hong hay t nhn t bn trong. V d, phng th nghim nghin cu pht trin c th c lng khng ht cc vn cn phi tnh n, hay chi ph qu mc ca cng vic khng d kin trc c. Tuy nhin d sao th cng cn phi c bc 4 d. Cc hnh ng iu chnh bt u khi cc tiu chun v mc tiu khng t c Giai on cui cng trong qu trnh kim sot l thc hin hnh ng sa cha cho php t chc p ng cc mc tiu ca mnh. Hnh ng iu chnh nh vy c th lm thay i loi chin lc hay c cu. V d, cc nh qun tr c th u t cc ti nguyn nhiu hn ci thin hot ng R&D, a dng ho hay thm ch quyt nh thay i c cu t chc. Mc ch l lin tc nng cao v th cnh tranh ca cng ty. 8.6.2. Cc cp ca kim sot chin lc Cc h thng kim sot chin lc c pht trin o lng s thc hin bn cp trong t chc: Cp cng ty, cp b phn, cp chc nng v c nhn. Cc nh qun tr tt c cc cp phi pht trin mt lot cc thc o nh gi s thc hin tng cp. Cch tip cn phiu khi im ch ra rng cc thc o ny phi lin quan cht ch vi mc tiu t c s vt tri v cht lng, hiu qu, ci tin, v p ng khch hng. Tuy nhin phi cn thn m bo rng cc tiu chun c s dng tng cp khng gy ra cc kh khn cho cp khc- v d cc c gng ca cc b phn ci thin s thc hin ca mnh c th gy xung t vi hiu sut ca cng ty. Hn na, vic kim sot mi cp c th da vo iu m cc qun tr cc cp di c th chn lm h thng kim sot ca h. Hnh 8-13 din t cc mi lin h ny Hnh 8-13: Cc cp kim sot Cc nh qun tr cp cng ty (t cc s kim sot cung cp bi cnh cho) Cc nh qun tr cp b phn (t s kim sot cung cp bi cnh cho) Cc nh qun tr cp chc nng (t s kim sot cung cp bi cnh cho) Qun tr vin cp c s

- 268 -

8.6.3. Cc loi kim sot Bng 8-1 ch cc h loi h thng kim sot chin lc khc nhau m cc nh qun tr c th s dng gim st v phi hp cc hot ng ca t chc. Mi loi trong s cc h thng ny kim sot ny v vic s dng n cc cp khc nhau cng ty, b phn, chc nng, c nhn - s tho lun phn tip theo. Bng 8-1 Kim sot ti chnh Gi c phiu ROI Kim sot u ra Cc mc tiu b phn Cc mc tiu chc nng Cc mc tiu cc nhn Kim sot hnh vi Ngn sch Tiu chun ho Qui tc v th tc Vn ho t chc Gi tr Chun mc X hi ho

a. Cc kim sot ti chnh

Nh ch ra trn, cc thc o chung nht m cc nh qun tr v cc bn hu quan khc s dng gim st v nh gi vic thc hin ca cng ty l cc kim sot ti chnh. Ni chung, cc nh qun tr chin lc chn cc mc tiu ti chnh m h mong mun cho cng ty mnh t c, nh tng trng, kh nng sinh li, thu nhp cho c ng, sau h o lng xem cc mc tiu ny c t c hay khng. Mt l do cho thc o ti chnh tr nn ph bin l n rt khch quan. Hiu sut ca mt cng ty c th so snh vi cng ty khc bng gi th trng ca c phiu, thu nhp trn vn u t, th phn, hay thm ch l ngn qu, do cc nh qun tr, cc bn hu quan khc, c bit l c ng c mt s cch xem xt hiu sut cng ty ca h trong mi lin h vi cc cng ty khc. Gi c phiu l thc o hu ch v hiu sut ca cng ty ch yu bi v gi c phiu c xc nh mt cch cnh tranh bi s ngi bn v ngi mua trn th trng. Gi tr c phiu l mt tn hiu v s k vng ca th trng v hiu sut tng lai doanh nghip. Nh vy cc chuyn ng ca gi c phiu cung cp cho cc c ng s phn hi v hiu sut ca cng ty v cc nh qun tr ca n. Gi th trng ca c phiu ng vai nh mt thc o quan trng v hiu sut v cc nh qun tr cp cao quan st n mt cch cht ch v nhy cm vi nhng ln xung ca n c bit khi n gim xung. V d khi gi c phiu ca Ford Motor khng tng ln c vo nm 1996, gim c iu hnh Alex Trotman lu n cc phn nn ca c ng rng chi ph pht trin sn phm v gi xe t ca n qu cao. p li, ng tng bc gim chi ph v y thu nhp trn vn u t v gi c phiu ca cng ty ln. Cui cng, bi v gi c phiu phn nh thu nhp tng lai di hn t c phiu, n c th c coi nh mt tn hiu v tim nng di hn ca cng ty. Thu nhp trn vn u t (ROI), c xc nh bng cch chia thu nhp rng cho vn u t, l mt loi kim sot ti chnh ph bin khc. cp cng ty, hiu sut ca ton cng ty c th c nh gi trong so snh vi cc cng ty khc xem xt hiu sut tng i ca n. V d cc nh qun tr cp cao c th nh gi xem cc chin lc ca h c vn hnh tt hay khng khi so snh hiu sut ca cng ty h vi cc cng ty tng t. Trong ngnh my tnh c nhn, cc cng ty nh Dell, Compaq v Apple s dng ROI nh gi hiu sut tng i ca n vi cc i th ca h. V d, ROI ca Apple ang gim tng i so vi Dell v Compaq. Theo cc nh phn tch,

- 269 nguyn nhn l do va chm ci tin sn phm va chm phn ng vi cc chuyn ng ct gim gi ca i th. ROI cng c th c s dng trong cng ty, cp cc b phn nh gi hiu sut iu hnh ca mt b phn bng vic so snh vi cc n v kinh doanh t do tng t hay cc b phn ni b khc. Thc vy, mt l do cho vic s dng c cu nhiu b phn l mi b phn c th c nh gi nh mt trung tm li nhun c lp. Do , cc nh qun tr c th o lng trc tip hiu sut ca mt b phn vi cc b phn khc. General Motor chuyn n s dng c cu nhiu b phn mt phn v n c th s dng tiu chun ny. N cho cc nh qun tr ca GM cc thng tin v chi ph tng i ca cc b phn khc nhau, cho php h phn phi vn da trn hiu sut tng i. Tng t, cc cng ty ch to thng lp cc phn xng sn xut cc a im khc nhau, ni a hay ton cu, do h c th o lng hiu sut tng i ca v tr ny vi v tr kia. V d, Xerox c th nhn din s km hiu qu tng i ca cc b phn M bng vic so snh vi kh nng sinh li ca n vi cc i tc ca n Nht bn. ROI l mt dng kim sot mnh m cp b phn, ch yu l khi cc nh qun tr b phn c tng thng trn c s hiu sut thc hin ca h so vi cc b phn khc. Cc nh qun tr thnh cng nht c thng tin tr thnh nhng ngi k tc iu hnh cng ty. Tht bi trong cc mc tiu gi c phiu hay ROI cng ch ra rng cn c hnh ng sa cha. N bo hiu nhu cu i vi cng tc t chc cng ty p ng cc mc tiu ca cng ty, v vic t chc nh vy c th l s thay i c cu hay bn v thanh l cc n v kinh doanh. N cng ch nh yu cu v lnh o chin lc mi. Trong nhng nm gn y, gim c iu hnh ca cc cng ty American Expess, Digital Equipement, Westinghouse v GM u b trc xut bi ban gim c bt bnh, mt ht tinh thn v s suy gim hiu sut ca cng ty h so vi i th cnh tranh.

b. Kim sot u ra
Trong khi cc mc tiu v kim sot ti chnh l mt phn quan trng ca cch tip cn phiu ghi im, n cng cn thit pht trin cc mc tiu v kim sot, cho cc nh qun tr bit cc chin lc ca h c tt hay khng trong vic to ra li th cnh tranh, to lp cc nng lc v kh nng gy khc bit dn n nhng thnh cng trong tng lai. Cc nh qun tr chin lc cn s dng kim sot u ra, khi h mun thc thi cch tip cn phiu ghi im, thit lp cc mc tiu v thc o nh gi hiu qu, cht lng, s ci tin, v p ng khch hng. Kim sot u ra l mt h thng kim sot trong cc nh qun tr chin lc c lng hay d kin cc mc tiu thc hin thch hp cho mi b phn, phng ban, nhn vin sau o lng s thc hin lin quan ti cc thc o ny. Thng thng, h thng thng ca cng ty kt ni vi s thc hin cc mc tiu ny, do , kim sot u ra cng cung cp mt c cu khuyn khch ng vin nhn vin tt c cc cp trong t chc. Cc mc tiu b phn Cc mc tiu b phn ni r k vng ca cc nh qun tr cng ty v mi b phn lin quan n vic thc hin trn mi c tnh nh hiu qu, cht lng, s ci tin, v p ng khch hng. Ni chung, cc nh qun tr cng ty t ra mc tiu thch thc cho cc b phn khuyn khch cc nh qun tr cp b phn to ra cc chin lc v c cu c hiu lc trong tng lai. V d

- 270 General Electric, Gim c iu hnh Jack Welch lp ra cc mc tiu thc hin mt cch r rng cho hn 150 b phn ca cng ty. ng k vng mi b t n v tr s mt hay s 2 trn phng din th phn trong ngnh ca n. Cc nh qun tr b phn c t ch mt cch ng k xy dng chin lc p ng nhng mc tiu ny ( tc l tm cch tng hiu qu, ci tin, cht lng) v cc b phn tht bi s b ct b. Cc mc tiu c nhn v chc nng Kim sot u ra cp c nhn v chc nng l mt s ni tip ca kim sot b phn. Cc nh qun tr b phn t ra cc mc tiu cho nhng nh qun tr chc nng m s cho php b phn t c mc tiu ca n. Nh cp b phn, cc mc tiu chc nng c thit lp khuyn khch pht trin cc nng lc m c th cung cp cho cng ty mt li th cnh tranh. Cng bn khi li th cnh tranh (hiu qu, cht lng, ci tin v p ng khch hng) ng vai nh cc mc tiu nh gi s thc hin ca mi chc nng.V d, trong chc nng bn hng, cc mc tiu lin quan n hiu qu (nh chi ph cho doanh s), cht lng (nh s tr li) v p ng khch hng( nh thi gian cn thit p ng nhu cu khch hng) c th c thit lp cho ton chc nng. Cui cng, cc nh qun tr chc nng thit lp ra cc mc tiu m cc nhn vin t c cho php ton chc nng t mc tiu ca mnh. V d nhn vin bn hng c th c giao mc tiu c th ( lin quan ti mc tiu ca chc nng) m h cn t c. Sau , cc chc nng v nhn vin c nh gi da vo vic h c t c mc tiu ca h hay khng, thng doanh s thng c gn vi thnh tch t c. Vic t c mc cc mc tiu ca h l du hiu chin lc ca cng ty ang vn hnh v p ng cc mc tiu ca t chc. Chin lc hnh ng 12-1 m t gim c iu hnh ca cng ty Cypress Semiconductor s dng h thng thng tin ca cng ty v mng intranet nh mt dng kim sot u ra.

c. Qun tr theo mc tiu

s dng kim sot u ra hiu qu nht, nhiu t chc thc thi vic qun tr theo mc tiu. Qun tr theo mc tiu (MBO management by objectives) l mt h thng nh gi cc nh qun tr bi kh nng ca h t cc mc tiu c th ca t chc hay thc hin cc tiu chun v p ng vi ngn sch iu hnh. Qun tr theo mc tiu cn cc bc sau: 1- Thit lp cc mc tiu c th ti mi cp ca t chc. Qun tr theo mc tiu bt u khi cc mc tiu ton b t chc nh cc ch tiu hiu sut ti chnh nh ni. Sau , vic thit lp cc mc tiu lan to xung pha di ca t chc khi cc nh qun tr cc b phn v cc chc nng thit lp cc mc tiu ca h nhm t c mc tiu cng ty. 2- Lm cho vic thit t mc tiu thnh mt qu trnh tham gia . Mt b phn quan trng ca qun tr theo mc tiu l, ti mi cp cc nh qun tr ngi li cng vi cc n v ph thuc xc nh cng nhau cc mc tiu thch hp, kh thi v quyt nh v ngn sch cn thit t c mc tiu. Do , cc thuc cp tham gia vo qu trnh thit lp mc tiu, chnh qu trnh ny l cch thc gn cc cam kt t c mc tiu v p ng ngn sch ca h. 3- nh k xem xt qu trnh hng n p ng cc mc tiu.

- 271 Mt khi cc mc tiu c th c chp thun, cc nh qun tr tt c cc cp, cc nh qun tr phi chu trch nhim thc hin chng. Theo nh k, cng vi cc thuc cp cc nh qun tr phi tin hnh nh gi qu trnh. Thng thng vic tng lng, thng tin nn gn vi qu trnh t mc tiu v nhng nh qun tr t c mc tiu s c tng thng nhiu nht. Chng ta cng s nghin cu vn thit k h thng thng nh th no ng vin cc nh qun tr v cc nhn vin khc trong c t chc. Zytec nh ch to hng u v cc b ngun cho my tnh v cc thit b khc l mt v d minh ha v h thng qun tr theo mc tiu. Cng ty ny b ra thi gian ng k pht trin mt h thng MBO c hiu lc. Tt c cc nh qun tr v cng nhn ca Zytec c gn vo qu trnh thit lp mc tiu. Trc tin, cc nh qun tr cp cao lp ra su nhm xuyn chc nng lp ra k hoch 5 nm cho cng ty v t mc tiu chung cho mi chc nng. Sau k hoch ny c xem xt li bi cc nhn vin trong tt c cc lnh vc ca cng ty, nhng ngi nh gi tnh kh thi v a ra cc ngh s sa i v ci thin n nh th no. Mi chc nng s dng cc mc tiu chung ny vo k hoch t cc mc tiu c th hn cho mi nh qun tr trong tng chc nng, sau nh qun tr cp cao xem xt li cc mc tiu c th ny. Zytec, h thng MBO bao trm ton t chc; vic thc hin va c xem xt li hng nm v trin vng 5 nm gn vi k hoch 5 nm ca cng ty. H thng MBO ca Zytec thnh cng n mc n khng ch lm gim chi ph m cn gip cng ty ginh c phn thng Baldrige v cht lng. Tuy nhin, vic s dng kim sot khng thch hp cng s gy ra nhiu phin toi. Thc vy, nu s dng khng thch hp kim sot u ra cng c th thc y xung t gia cc b phn. Ni chung vic xc nh cc mc tiu trn din rng nh mc tiu ROI, cho mi b phn c th dn n trit tiu kt qu nu cc b phn c gng mt cch n phng cc i ho li nhun b phn khng c li cho mc tiu ca cng ty. Hn na, t c mc tiu u ra cc b phn c th bp mo cc con s v gn n vo vic thc hin chin lc cc s liu lm cho n c v nh tt. Tm li, cc nh qun tr chin lc cn s dng cch tip cn phiu cho im thit k mt h thng kim sot u ra m c th thc y kh nng sinh li lu di. Thc t, kim sot u ra phi c s dng gn vi cc kim sot hnh vi v vn ho t chc cc hnh vi chin lc ng n phi c khuyn khch.

d. Cc kim sot hnh vi

Bc u tin trong thc thi chin lc l cho cc nh qun tr thit k ng n c cu t chc, nhng cho c cu hot ng cc nhn vin phi bit r cc hnh vi no cn thc hin. Nu cc nh qun tr phi ni vi tng nhn vin v nhng g phi lm cng c h thng trc tuyn th s v cng tn km, v pht sinh chi ph qun l; do , cc nh qun tr chin lc nh n cc kim sot hnh vi. Kim sot hnh vi l kim sot thng qua vic thit lp mt h thng bao hm ton din cc qui tc cc th tc nh hng cc hnh ng ca cc b phn, cc chc nng v c nhn. Khi s dng kim sot hnh vi, khng ch trng vo cc mc tiu c th m nhn mnh tiu chun ho cch thc t c chng. Cc qui tc tiu chun ho hnh vi v lm cho c th d kin

- 272 trc c kt qu. Nu cc nhn vin tun th qui tc, th cc hnh ng c thc hin v cc quyt nh c x l ng nht. Kt qu c th d kin v chnh xc, v l mc ch ca kim sot. Cc loi kim sot hnh vi chnh l cc ngn sch iu hnh v tiu chun ho. Cc ngn sch iu hnh. Mt khi cc nh qun tr mi cp c giao mc tiu cn t c, s lp ra cc ngn sch iu hnh nhm qui nh cch thc cc nh qun tr v cng nhn t c mc tiu ny. Ngn sch iu hnh l mt bn k hoch chi tit ch r cch thc cc nh qun tr s s dng ti nguyn ca t chc t cc mc tiu t chc mt cch hiu qu. Mt cch chung nht, cc nh qun tr mt cp phn b cho cc nh qun tr cp thp hn cc s lng ngun lc c th c s dng to ra hng ho hay dch v. Mt khi c ngn sch, cc nh qun tr phi quyt nh cch thc phn b cc gi tr bng tin cho cc hot ng khc nhau. Cc nh qun tr cp thp hn c nh gi trn c s kh nng tn ti vi ngn sch v s dng n tt nht. V d cc nh qun tr b phn kinh doanh my git ca GE c th c mt ngn sch 50 triu USD pht trin v bn dng sn phm my git mi, v h s phn b ngn sch ny bao nhiu cho R&D, thit k ch to, bn hng v cc lnh vc khc sao cho b phn sinh ra thu nhp ln nht v to ra nhiu li nhun nht. Ni chung, cc t chc ln i x vi mi b phn nh mt trung tm li nhn c lp, v cc nh qun tr cp cng ty nh gi s thc hin ca mi b phn bi nh hng tng i ca n ti kh nng sinh li ca cng ty. Hnh ng chin lc 12-3 m t cch thc cc cng ty Nht bn s dng ngn sch hot ng v thit lp cc mc tiu thch thc nng cao hiu qu. Tiu chun ho. Tiu chun ho ch cch thc ra quyt nh sao cho cc hnh vi ca nhn vin tr nn c th d kin. Trn thc t, c ba iu m cng ty c th tiu chun ho: cc u vo, cc hot ng chuyn i, v cc u ra. 1- Tiu chun ho u vo. L cch gip cng ty c th kim sot hnh vi ca c con ngi ln ti nguyn. iu ny c ngha l cc nh qun tr kim sot cc u vo theo cc tiu chun thit lp trc hay cc nh mc sau quyt nh cc u vo no cho php i vo t chc.V d nu ni n cc nhn vin th tiu chun ho l xc nh r cht lng v cc k nng h cn phi c, sau ch c ng vin no c y cht lng v k nng mi c chn. Nu cc u vo bn n l nguyn vt liu hay cc chi tit b phn cng c xem xt tng t. V d yu cu i vi cc b phn chi tit cht lng cao v

- 273 dung sai chnh xc gim thiu cc vn trong sn xut giai on ch to. H thng tn kho ng thi hn (JIT) cng gip tiu chun ho dng cc u vo. 2- Tiu chun ho cc hot ng chuyn i. Mc ch ca tiu chun ho cc hot ng chuyn i l lp chng trnh cc cng vic sao cho chng c th lm ng cch, ng lc. Cc kim sot hnh vi, nh cc qui tc v cc th tc, l cc cng c ca lnh o nh n cng ty c th tiu chun ho lng vt liu a vo. V d cc nh hng nh McDonald v Burger King tiu chun ho tt c cc hot ng nh hng ca h, kt qu l cc mn n nhanh ca n c tiu chun ho. 3- Tiu chun ho u ra. Mc tiu ca tiu chun ho u ra l xc nh cc c tnh hiu sut ca sn phm v dch v cui cng nn l g. V d kch thc v dung sai ca cc sn phm cn p ng nh th no. m bo rng cc sn phm ca h c tiu chun ho, cc cng ty p dng h thng kim sot cht lng v s dng cc tiu chun khc nhau o mc tiu chun ho ny. Mt tiu chun c th l s sn phm khch hng tr li, hay s phn nn ca khch hng. Trn mt dy chuyn sn xut, chn mu nh k cc sn phm c th ch nh cng c p ng c cc c tnh hiu sut hay khng. nhn mnh vo cnh tranh nc ngoi, cc cng ty thng dnh nhiu ti nguyn hn tiu chun ho u ra, khng ch gim chi ph m cn gi khch hng. Nu cc c tnh hiu sut ca sn phm p ng khch hng, h s lin tc mua sn phm ca cng ty. V d, nu khch hng mua mt chic t Nht bn v khng c vn g v hot ng ca n, th hi h s quyt nh mua li nh th no ln sau? l l do cc cng ty nh nhng nh sn xut t li ch trng n cht lng sn phm ca h. H bit tm quan trng ca tiu chun ho sn phm nh th no trong th trng cnh tranh. Cc qui tc v th tc. Ging nh cc loi kim sot khc, s dng kim sot hnh vi cng tim n mt s cc cm by. Nu t chc mun trnh khi cc vn chin lc h cn nhn thc v qun l thch hp. Cc nh qun tr cp cao phi cn thn gim st v nh gi li ch ca kim sot hnh vi theo thi gian. Cc quy tc rng buc con ngi v dn n cc hnh vi d kin trc, c tiu chun ho. Tuy nhin, cc qui tc rt d c thit lp, nhng li kh loi b, nh th theo thi gian s qui tc m t chc s dng c khuynh hng tng ln. Khi c nhng s pht trin mi ngi ta s c thm cc quy tc, thng thng cc quy tc c li khng b loi b, v cng ty tr nn hnh chnh qu mc. Do , cng ty v con ngi trong dn tr nn km linh hot v chm phn ng vi cc thay i hoc cc tnh hung bt thng. S km linh hot nh vy c th gim li th cnh tranh ca cng ty do vic gim thp nhp ci tin v gim s p ng khch hng.

- 274 Bn trong t chc cng vy, s tch hp v phi hp c th gim xung mt phn v cc quy tc cn tr truyn thng gia cc chc nng. Cc nh qun tr phi thng xuyn cnh gic v sn sng cho cc c hi gim s qui tc v th tc cn thit qun tr kinh doanh v nh l lun u tin loi b qui tc hn l thm cc qui tc mi. iu quan trng l gim thiu cc quy tc v th tc. Tuy nhin, cc nh qun tr li thng xuyn sao lng nhim v ny, v thng ch khi c mt s thay i v lnh o chin lc mi a cng ty v ng hng. 8.7. VN HO T CHC Chc nng u tin ca kim sot l nh hng hnh vi ca cc thnh vin trong t chc bo m h ang hng theo cc mc tiu ca t chc v thc hin cc hnh ng sa cha nu vic thc hin khng p ng. Tuy nhin, chc nng th hai l gi cho cc thnh vin ca t chc tp trung t duy v nhng g tt nht cho t chc ca h trong tng lai v gi cho h tm kim cc c hi s dng cc ti nguyn v nng lc ca t chc to gi tr. Vn ho t chc c v tr quan trng ca h thng kim sot chin lc c th phc v ng thi cho c hai chc nng k trn. 8.7.1. Vn ho t chc l g? Vn ho t chc l tp hp cc gi tr v chun mc c th c chia s bi con ngi v cc nhm trong mt t chc v kim sot cch thc h tng tc ln nhau v vi cc bn ngoi t chc. Cc gi tr ca t chc l cc nim tin v tng v cc loi mc tiu m cc thnh vin ca t chc nn theo ui v cc loi hay cc tiu chun hnh vi m cc thnh vin ca t chc nn s dng t c cc mc tiu ny. Jack Welch l gim c iu hnh ca General Electric ni ting v ng nhn mnh nhng gi tr t chc bao gm qun tr doanh nghip, ch s hu, tnh trung thc, tht th, v truyn thng rng ri. Bng vic nhn mnh qun tr v ch s hu, Welch c gng lm cho GE khng ging nh mt b my quan liu ln m n ging nh mt tp hp ca cc cng ty nh hn v rt thch ng. ng nhn mnh vo vic trao cho cc nh qun tr cp di quyn t ch ng k trong vic ra quyt nh v khuyn khch h chp nhn ri ro, iu lm cho h ging vi ch doanh nghip hn l nhng vin chc cng ty. Nhn mnh ca Welch vo cc gi tr nh trung thc tht th v truyn thng ci m l mt phn nh nim tin ca ng rng mt cuc i thoi ni b ci m l cn thit cho iu hnh thnh cng GE trong tng lai. T cc gi tr t chc pht trin cc chun mc t chc, l cc hng dn hay cc k vng qui nh cc loi hnh vi thch hp ca cc nhn vin trong nhng tnh hung c th v kim sot hnh vi ca cc thnh vin t chc hng ti cc thnh vin khc. Chun mc ca cc hnh vi i vi ngi lp trnh Microsoft, - mt cng ty my tnh v phn mm ln nht th gii - l lm vic nhiu gi v c ngy ngh, mc bt c g cho l d chu (khng bao gi phi com l v cravat), n ung vt cho vui, truyn thng qua email v h thng intranet hin i. Vn ho t chc vn ng nh mt loi kim sot trong cc nh qun tr chin lc c th chi phi phn no qua cc gi tr v chun mc pht trin trong t chc. Cc gi tr v chun mc xc nh cc hnh vi l thch hp hay khng thch hp, nh hng v chi phi cch thc m cc thnh vin ca n i x. V d, cc nh qun tr chin lc nh Jack Welch nui dng mt cch cng phu cc gi tr, m qua truyn n cc thuc cp rng h c thc hin vai tr ca mnh theo cch thc nng ng v ci

- 275 tin. ng thit lp v h tr cc chun mc tuyn b rng l ngi qun tr v cc nhn vin cm thy t do th nghim, t chp nhn thm ch c khi nguy c tht bi cao. Cc nh qun tr cp cao ca cc cng ty nh Intel, Microsoft, v Sun Microsystem cng khuyn khch nhn vin chp nhn cc gi tr nh vy v h tr h cam kt vi ci tin nh l ngun li th cnh tranh ca h. Tuy nhin, cc nh qun tr khc cng nui dng cc gi tr nhc nh cc nhn vin lun n ho, cn trng trong i x vi ngi khc, tham kho kin cp trn trc khi lm cc quyt nh quan trng, ghi cc hnh ng ca h ra giy v nh vy h c th chu trch nhim nu c iu g xy ra. Cc nh qun tr ca cc t chc nh cc cng ty ho du, cc cng ty ti chnh, bo him cc t chc m thn trng l cn thit - c th khuyn khch n ho, cn trng khi lm quyt nh. V d nh trong mt ngn hng hay qu h tr nguy c mt ht tin ca ngi u t lm cho vic tip cn cn trng nghin cu t m l thch hp. Nh vy, chng ta c th k vng rng cc nh qun tr ca cc loi t chc khc nhau s c gng mt cch cng phu nui dng v pht trin cc gi tr v chun mc ca t chc ph hp nht vi chin lc v c cu ca h. Hnh 8-14 : Cc cng c x hi ha vn ha t chc

Cc sch lc x hi ho

Cc k hiu, biu tng v cu chuyn

Cc nghi thc v ngy l

Cc chun mc v gi tr

S tng thng ca t chc

Vn ho chc

X hi ho t chc L thut ng c s dng m t cch thc con ngi hc tp vn ho t chc. Thng qua x hi ho, con ngi ng ho v hc tp cc gi tr ca vn ho nh h tr thnh cc thnh vin ca t chc. Kim sot thng qua vn ho l c tc ng mnh nht bi v mt khi cc gi tr ny c ng ho v tr thnh mt phn ca cc gi tr c nhn , h s phc tng cc gi tr ca t chc m khng cn phi ngh ngi g v chng. Thng thng cc gi tr v chun mc ca vn ho t chc truyn n cc thnh vin ca n thng qua cc cu chuyn, cc vt tng tng v ngn ng m con ngi trong t chc s dng cng nh bng cc cng c khc (xem hnh 8-14). C nhiu cu chuyn v Sam Walton v v s tn tin ca ng (v d ng thng li mt ci xe khng mui ba mi nm. V trong mt ngi nh khim nhng) cng c cho chin lc ct gim chi ph v cch tip cn thn trng. Mt s nghi thc v ngy l m Wal-mart s dng l hoan h Wal-mart vo mi bui sng ca hng mt ngy extravaganza ln hng nm mi tt c cc cng s c thnh tch cao n.

- 276 8.7.2. Vn ho v lnh o chin lc Bi v, c c cu t chc (thit k nhim v v quan h bo co) v vn ho t chc nh hng hnh vi ca nhn vin, nn iu ct li l phi lm ph hp gia c cu t chc v vn ho thc hin chin lc thnh cng. Lm cch no thit k v to ra cc vn ho? Ni chung vn ho t chc l sn phm ca lnh o chin lc. nh hng ca ngi sng lp Trc ht, vn ho t chc c to ra bi s lnh o chin lc do ngi sng lp v cc nh qun tr hng u cung cp. Ngi sng lp c bit quan trng trong vic xc nh vn ho, bi v, ngi sng lp in su cc gi tr ca h v phong cch qun tr vo t chc. V d, s n ho ca Walt Disney chi phi cng ty m ng thnh lp n ko di rt lu sau khi ng cht. Cc nh qun tr s phi th nghim vi cc dng gii tr mi bi v h s Walt Disney s khng thch n. Phi cn n mt nhm qun tr mi di s lnh o ca Michael Eisner ci t vn mnh cng ty cho php n i ph vi nhng thc t ca mt ngnh gii tr mi. Nh mt v d khc, hy xem xt trng hp Hewlett Packard mt ngi lnh o c tn nhim trong ngnh thit b in. Cng ty thnh lp nm 1940, vn ho ca n l mt sn phm t nhin t cc nim tin c nhn mnh m ca ngi sng lp, Bill Hewlett v Dave Packard. Bill v Dave, to ra vn ho Ca Hewlett Packard trong mt bn tuyn b chnh thc v cc gi tr c bn ca HP l phc v cho mi ngi c lin quan trong cng ty mt cch chnh trc v cng bng, bao gm khch hng, cc nh cung cp, nhn vin, c ng v x hi ni chung. Bill v Dave thit lp cc gi tr ny v to ra vn ho ca HP bng vic thu nhng ngi c cng t tng v cc gi tr ny hng dn h t hnh ng nh nhng nh qun tr. Nh mt sn phm t nhin, cc cam kt ca h vi nhn vin l mt chnh sch cho thy HP khng phi l mt cng ty ch bit thu v sa thi. Nguyn tc ny c kim nghim kht khe vo nhng nm 1970 khi m s suy gim kinh doanh y cng ty n ch phi p dng chnh sch hai tun chn ngy, b d tha 10% nhn vin v cng nhn lm vic vi s gi t hn 10%. Trong khi cc cng ty khc sa thi bt cng nhn, HP gi li ton b nhn vin, cam kt ca cng ty vi nhn vin vn c nhn mnh v tn trng. Nh vy, cc gi tr c pht trin bi ngi sng lp ca Hewlett Packard gip hng dn cc hnh ng qun tr HP v hng dn trc tip chnh sch khng sa thi. Nh vy, cc cam kt vi nhn vin m hnh ng ny gip nui dng mt lc lng lao ng nhit tnh HP sn lng gn b v thnh cng ca cng ty. Kt qu cui cng l s thc hin vt tri ca cng ty theo thi gian. Phong cch lnh o m ngi sng lp to ra c truyn n cho cc nh qun tr cng ty, v khi cng ty tng trng, n c bit hp dn cc nh qun tr v nhn vin mi nhng ngi cng

- 277 chia s cc gi tr. Hn na, cc thnh vin ca t chc ch tuyn chn nhng ai chia s gi tr ca h. Nh vy, vn ho ca cng ty ngy cng khc bit khi cc thnh vin tr nn ging nhau hn. Nhng u im ca cc gi tr c chia s v vn ho chung l iu lm tng s tch hp v ci thin s kt hp gia cc thnh vin trong t chc. V d ngn ng chung l iu c trng ni ln trong t chc, v con ngi chia s cng nhng nim tin v gi tr thc y s hp tc gia cc nh qun tr. Tng t, cc quy tc v cc th tc v s gim st trc tip s t quan trng khi cc chun mc v cc gi tr kim sot hnh vi v ng vin nhn vin. Khi cc thnh vin t chc mua c phn bng cc gi tr cc chun mc v gi tr vn ho, iu ny gn h vi t chc v tng s cam kt ca h tm cch thc mi gip h thnh cng. Do , nhn vin thch t gn mnh vo cc mc tiu ca t chc hn, h lm vic tch cc pht trin cc k nng v nng lc mi t c mc tiu ny. C cu t chc Lnh o chin lc cng tc ng n vn ho t chc thng qua vic nh qun tr thit k c cu t chc- Ngha l cch thc m cc nh qun tr phn chia quyn hnh v phn chia cc mi quan h cng vic. V d, Michael Dell l ch tch ca Dell Computer lun lun c gng gi c cu cng ty mc thp nht c th c, phi tp trung ho quyn hnh n cc nh qun tr v nhn vin cp thp hn, nhng ngi ng mi chu so c gng gn gi khch hng nht c th c. Do , Dell h to c vn ho phc v khch hng, trong nhn vin vt khi cc cch thc ca mnh cung cp dch v khch hng tt hn. Tri li, Henry Ford I thit k cng ty ca mnh c c quyn kim sot tuyt i vi vic lm quyt nh. Thm ch ng cn nghin cu k cc hot ng ca nhm qun tr cp cao ca mnh, v ngi k nhim Henry Ford II, tip tc qun tr cng ty vi cch thc tp trung ho cao. iu ny lm cho Ford trong mt nn vn ho m cc nh qun tr tr nn bo th v s phi chp nhn ri ro, ri cng ty c bit n nh mt cng ty chm ci tin. Nh vy, cch thc m t chc thit k c cu ca mnh tc ng ti cc chun mc v gi tr vn ho trong t chc. Cc nh qun tr cn phi nhn thc thc t ny khi thc thi chin lc ca mnh. 8.7.3. Cc vn ho c kh nng thch ng v tr tr t c mi trng n nh trong mt thi gian di. Do , nu t chc mun tn ti, cc nh qun tr phi thc hin nhng hnh ng cho php t chc thch ng vi thay i ca mi trng. Nu h khng thc hin nhng hnh ng nh vy, h c th nhn phi i mt vi s gim nhu cu v nhng sn phm ca mnh.

- 278 Trong phn trc chng ta thy rng cc nh qun tr c th to ra mt vn ho khuyn khch cc nhn vin tm ra nhng cch thc mi pht trin cc nng lc ca t chc khai thc cc c hi mi t mi trng. Cc bng chng nghin cu lm r iu ny. Trong mt nghin cu 207 cng ty, John Kotter v James Heskett phn bit gia vn ho thch ng v vn ho tr tr. Cc vn ho thch ng l cc vn ho khuyn khch c sng kin v, tng thng sng kin cc nh qun tr cp trung gian v cp thp. Cn vn ho tr tr trong l s n ho v thn trng, khng c s ch ng trong mt b phn qun tr trung gian v cp thp, thm ch sng kin c th l hnh vi khng c khuyn khch. Theo Kotter v Heskett, cc nh qun tr trong t chc vi vn ho thch ng c th to ra nhng thay i v cch thc hot ng ca t chc, bao gm thay i v chin lc v c cu, cho t chc thch ng vi cc thay i pht sinh t mi trng bn ngoi. iu ny thng khng thy trong cc t chc c vn ho tr tr. Do , cc t chc vi nn vn ho thch ng d tn ti hn trong cc mi trng thay i, v cng v th, n c hiu sut cao hn cc t chc c vn ho tr tr. Kotter v Heskett c bng chng thc t v iu ny khi nghin cu 207 cng ty. Khi t chc c nn vn ho tr tr, nhiu vn chin lc c th pht sinh. V d, nu tt c cc qun tr cp cao chp nhn cc chun mc v gi tr, h s khng th li t chc theo hng chin lc mi khi mi trng thay i v cc i th cnh tranh mi hay yu cu cc cng ngh mi thay i. Hn na, vi c cu m h thit k, ch th hin cch thc h hot ng, v t khi nhn thy tc ng ca c cu ti cc chun mc v gi tr vn ho. Nh vy t chc c th khuyn khch tnh . V d, cc nh qun tr IBM khng th nhn ra nhng du hiu v my tnh kh ln, mt b sa ca h ang b tn cng bi s pht trin mnh m ca cc my tnh c nhn vi nhng phn mm mng v tng tc, cho n khi s xoay tr tr nn qu mun. S m qung ca c ngun gc t nguyn l ca vn ho IBM rng my tnh kh ln lun l mu sn phm thng tr v my tnh c nhn ch l s b sung thm vo cho my tnh kh ln. Hn na, c cu tp trung v cao ca IBM khin cho vic ra quyt nh chm chp, khuyn khch pht trin cc chun mc v gi tr bo th lm ngi qun tr ngi ri ro khng sn lng th thch vi nguyn trng Chng ta cng tng ni n lch v nhn thc c th bp mo qu trnh ra quyt nh. Theo thi gian cc chun mc v cc gi tr vn ho ca t chc c th lm lch qu trnh ra quyt nh v lm cho cc nh qun tr khng nhn thc c thc t ca tnh hung m cng ty ca h ang i mt. trnh cc vn lnh o chin lc ngay t khi n pht sinh, cn ht sc cn thn khi tp hp nhm qun tr cp cao.

- 279 8.7.4. Tp hp nhm qun tr cp cao Tp hp nhm qun tr cp cao gip cho vic nh hng chin lc ca cng ty, nhn cch v vin cnh ca cc thnh vin nhm to nn cc chun mc v cc gi tr cho cc qun tr cp thp hn i theo. Cc nh nghin cu thy rng khi cng ty c nhm qun tr cp cao gm nhiu ngi khc nhau, vi cc nh qun tr ly ra t cc nn tng chc nng khc nhau, t cc nn vn ho t chc hay cc quc gia khc nhau, th nhng e do v tnh tr tr v ra quyt nh sai lm gim xung v vn ho tr nn thch ng hn. Mt trong nhng l do dn n tht bi ca IBM trong vic thay i l hu ht cc nh qun tr cp cao t bn trong cng ty v t b phn my tnh kh ln. H hon ton s dng mt lot cc kinh nghim hiu bit tng t v pht trin cc chun mc, gi tr tng t nhau. Khi Coca-Cola kt lun rng nhm cc nh qun tr cp cao ca h tr nn qu thun v ng nht h phi tuyn chn li mt cch cng phu nhm qun tr cp cao mi, bao gm gim c iu hnh, cc quc gia qun tr chin lc ton cu ca n. Ging nh Coca-Cola, nhiu t chc ngy cng ch n vic hoch nh cho vic k tc iu hnh trong nhm qun tr cp cao, do h c th qun tr vn ho ca mnh theo thi gian. 8.7.5. Cc c trng ca nn vn ho cng ty mnh v thch ng Mt vi nghin cu trong lnh vc ny c gng lt t cc c trng chung m cc nn vn ho cng ty mnh v thch ng chia s v tm xem c cc gi tr c bit lm ni bt cc vn ho thch ng, nhng cn thiu cc c trng ca cc nn vn ho yu v tr tr. Mt nghin cu sm hn nhng vn c nh hng thuyt phc l m t ca T.J. Peters v R.H. Waterman v cc gi tr v tiu chun c trng cho cc cng ty thnh cng v vn ho ca n. Hai ng ch ra rng cc t chc thch ng c ba b gi tr chung. Th nht, cc cng ty thnh cng c cc gi tr thc y mt xu hng hnh ng. Nhn mnh vo t ch v nh doanh nghip, V d cc nhn vin c khuyn khch chp nhn ri ro to ra sn phm mi, thm ch khng chc rng sn phm mi c th thng li. Cc nh qun tr gn cht vi cc hot ng hng ngy ca cng ty v khng ch n gin lm chin lc t ci thp ng quyn lc mt cch c lp, cn nhn vin c mt cch tip cn hng v gi tr, thc hnh Th hai, pht sinh t bn cht ca s mnh cng ty. Cng ty phi gn vi nhng g n thc hin tt nht v duy tr vic kim sot cc hot ng ct li ca n. Mt cng ty c th d dng b nh lc hng khi theo ui cc hot ng bn ngoi lnh vc chuyn mn ca n bi v cm nhn v kh nng c thu nhp nhanh chng. Cc nh qun tr nn nui dng cc gi tr gn vi mt lin kt cht ch trong mt hot ng kinh doanh m n nhn thy l tt nht. Cng ty cng phi thit lp mi lin h vi khch hng nh mt cch thc ci thin v th cnh tranh ca n. Sau cng, ai l ngi bit r v s thc hin cng ty hn nhng ngi trc tip s dng hng ho v dch v ca n? Bng vic nhn mnh cc gi tr nh hng vo khch hng, cc t chc c th bit c nhu

- 280 cu ca khch hng, v ci thin kh nng pht trin cc sn phm v dch v m khch hng mong mun. Tt c cc gi tr qun tr ny th hin r rt trong cc cng ty nh Microsoft, Hewlett Packard v Toyota, h lun chc chn v s mnh ca mnh v tng bc duy tr n. Th ba, lin quan vi cch thc iu hnh t chc. Cng ty nn c gng thit lp mt m hnh t chc c th ng vin nhn vin lm vic tt nht. Vn c trong b gi tr ny l nim tin rng nng sut c c thng qua con ngi, v rng quan tm n c nhn l cng c ch yu cng ty c th to ra mt khng kh ng n cho cc hnh vi tch cc. Nh William Ouchi nhn xt, mt trit l tng t trn ngp khp cc cng ty Nht bn. Nhiu cng ty M nh Eastman Kodak, Proctor&Gamble v Levi Trauss rt ch ti cc c tnh ny nhn vin ca h. Nhn mnh vo ti kinh doanh v tn trng nhn vin dn n vic thit lp mt c cu gip to ra phm vi rng ri nhn vin lm quyt nh v ng vin h. Bi v, mt cu trc n gin v mt i ng mng l thch hp nht vi tnh th ny, c cu nn c thit k ch mt s va phi nh qun tr v s cp thc hin cng vic. T chc nn phi tp trung ho mt cch y cho php cc nhn vin tham gia, nhng cng phi tp trung qun tr v chc chn rng cng ty theo ui c s mnh ca mnh, v theo ui cc gi tr vn ho. Ba b gi tr l tri tim ca vn ho, v cc nh qun tr cn lu truyn v duy tr n thng qua lnh o chin lc. Cc nh qun tr chin lc phi thit lp cc gi tr v chun mc dn dt t chc ti tng lai. Khi iu ny c thc hin, ch nhng ngi thch hp vi cc gi tr v chun mc mi c tuyn chn vo t chc, v thng qua hun luyn h tr thnh mt b phn ca vn ho t chc. Nh vy, vic chn cc loi h thng kim sot nn cng c v to dng trn c s ca cc h thng khc trong mt s c kt cht ch. Tuy nhin, vn ho t chc khng th t n lm cho c cu hot ng. N phi da trn da trn cc kim sot u ra, kim sot hnh vi v ph hp vi h thng thng, do , trn thc t cc nhn vin cc chun mc v gi tr ca t chc, theo ui cc mc tiu ca cng ty. 8.8. CC H THNG TH LAO KHEN THNG CHIN LC T chc c gng kim sot cc hnh vi ca nhn vin bng vic lin kt h thng khen thng vi cc h thng kim sot ca n. Da vo chin lc cng ty (v d chi ph thp), cc nh qun tr chin lc phi quyt nh nhng g m cc hnh vi s hng ti. Sau , h to ra h thng kim sot o lng cc hnh vi ny v lin kt n vi c cu khen thng ca h. Cch thc lin h gia khen thng vi s thc hin l mt quyt nh chin lc cn bn, bi v, n xc nh c cu khuyn khch tc ng ti cch thc x s ca cc nh qun tr v nhn vin tt c cc cp trong t chc. Nh phn trc cp n cch thc, c cu v kim sot nh hng hnh vi ca nhn vin. Vic thit k h thng thng l thnh t quan trng trong qu trnh kim sot bi v n ng vin v thc y cc hnh vi mong mun. Chng ta bit rng, cc nh qun tr cp cao c th c khuyn khch lm vic v li ch ca c ng bi h c thng bng cc la chn chng khon lin quan n hiu sut di hn ca cng

- 281 ty. Hn na, cc cng ty nh Kodak v GM yu cu cc nh qun tr mua c phiu ca cng ty. Khi cc nh qun tr tr thnh cc c ng, h c thc y hn theo ui cc mc tiu di hn hn l cc mc tiu ngn hn. Tng t, trong vic thit k h thng h thng th lao cho ngi bn hng, la chn cc tr lng trc tip hay tin lng cng vi phn thng trn c s doanh s m h bn. Neiman Marcus, nh bn l hng xa x, tr thng lng cho nhn vin bi v n cn khuyn khch dch v cht lng cao, nhng khng khuyn khch cch tip cn bn mnh m. Nh vy, khng c thng trn c s s lng bn. Mt khc, h thng th lao thng cho nhng ngi bn xe t khuyn khch bn hng vi sc p cao. H thng nh vy s cha mt phn ln tin thng cho s lng v gi c bn c. Do vic thit k h thng thng tc ng n cch thc cc nh qun tr v nhn vin hnh ng, h thng thng cng tc ng n loi chun mc, gi tr v vn ho pht trin trong t chc. Nh vy, cc nhm qun tr cp cao c tng thng ch bng lng v cc nhm c tng thng bng la chn c phiu lin quan vi hiu sut dng nh c cc chun mc v gi tr khc nhau. C th, cc nhm qun tr cp cao c thng bng la chn c phiu c tinh thn kinh doanh hn v lin quan nhiu hn vi vic tng cht lng v ci tin hn so vi cc nh qun tr thiu loi phn thng ny. Cc cng ty nh Sear, GM, Kodak v Westinghouse trc kia t c c gng lin kt hiu sut vi phn thng, c vn ho hnh chnh, chuyn ng chm chp. Hin nay, tt c nhng cng ty ny yu cu cc nh qun tr s hu c phiu cng ty. By gi, chng ta s nghin cu k hn cc h thng khen thng m cc nh qun tr chin lc c th s dng. Ni chung, cc h thng thng c th p dng cho cc c nhn, nhm, v ton b t chc. Thng thng cc h thng ny s c s dng kt hp; v d, mt s xut sc c nhn c th c km theo mt phn thng trn c s s thc hin mang tnh c nhn hay t chc. Trong mi loi c mt s dng h thng thng. 8.8.1. Cc h thng tng thng c nhn

a. Tr lng sn phm
Tr lng sn phm c s dng khi cc u ra c th c o lng mt cch khch quan. V c bn, ngi cng nhn c tr lng trn c s n gi t cho mi n v sn lng lm ra. Tr lng sn phm thng c s dng cho cc cng nhn trong dy chuyn sn xut, ni m cc c nhn lm vic mt mnh v kt qu ca h c th o lng trc tip. Bi v, h thng ny khuyn khch s lng hn l cht lng, cng ty thng p dng km vi s kim sot cht lng cht ch nhm duy tr mc cht lng c th chp nhn c.

b. H thng hoa hng

H thng hoa hng cng tng t nh h thng lng sn phm, ch khc l n khng gn mt cch bnh thng vi nhng g sn xut ra m gn vi nhng sn phm c bn ra. Nh vy, h thng p dng hnh thc ny vi tnh hung bn hng. Thng thng, lng ca ngi bn hng da ch yu vo doanh s khuyn khch s thc hin vt tri. Trong mt s ngnh ngi bn hng xut sc c th t mc thu nhp 1 triu USD mi nm.

- 282 -

c. Thng
Phng thc thng cho c nhn ni chung s gn vi s thc hin ca mt s c nhn ch cht trong cng ty, nh tng gim c v cc ph gim c. S thc hin ca cc c nhn ny c th nhn thy trong ton t chc cng nh cc bn hu quan nh cc c ng. Kt qu l c mt phn ng k tr cho cc c nhn ny tu thuc vo cc thc o v s thc hin ca c nhn hay chc nng. Tuy nhin, cng ty cn phi chun b cc phng thc thng ny mt cch thn trng trnh mu thun gia cc mc tiu ngn hn v di hn. V d tr thng trn c s thu nhp trn vn u t hng qu, hng nm ch khng phi l tng trng 5 nm c th c nhng hiu ng ng k v cch thc hnh x ca nh chin lc. Vic gn cc thnh vin ca nhm qun tr vi cc c phiu cng ty c th ng vin cc nh qun tr v gn li ch ca h vi li ch ca cc c ng

d. Thng tin
Cui cng, nhng khng phi nh, thng tin l mt ngun thng quan trng cho cc c nhn trong ton t chc. Cc nh qun tr cnh tranh t n cp cao hn trong h thc tuyn. Cc nh qun tr chc nng thc hin tt nht tr thnh ngun k tip cho cc qun tr b phn, cc nh qun tr b phn thc hin tt nht c th tr thnh ngun k tip cho cc nh qun tr cng ty. Thng tin quan trng nh vy, bi v lng v thng tng tu theo cp ca t chc. Tng gim c thng ch nhn lng cao hn 50% so vi ngi k tip trong chui quyn hnh. Nhng thng th rt ln v y l l do ti sao cc thang bc trong t chc li c cc nh qun tr c tham vng lun lu tm ti. Mt s cng ty khuyn khch mt cch thn trng cc vng ua bt, ng vin t c hiu sut cao. 8.8.2. Cc h thng tng thng t chc hay nhm H thng thng theo t chc hay nhm to ra cch thc ph thm gip cng ty c th thng gn vi s thc hin. Vic tng cng s dng c cu nhm theo sn phm, nhm theo chc nng khin cho nhiu cng ty phi pht trin mt s dng thc thng trn c s nhm khuyn khch s thc hin ca nhm. Cc dng thng ph bin thuc loi ny l thng nhm, chia s li nhun, thng quyn chn mua chng khon, hay thng theo t chc.

a. H thng thng theo nhm

i khi cng ty c th thit lp cc nhm d n, hay cc nhm lm vic thc hin tt c cc hot ng cn thit to ra sn phm hay cung cp dch v. Cc sp t ny c th cho php o lng s thc hin theo nhm v tr thng theo nng sut ca nhm. H thng thng c tnh ng vin cao bi v n cho php cc thnh vin c th pht trin cc th tc tt nht thc hin cng vic v t chu trch nhim hon thin s thc hin ca mnh. V d, Wal-mart h tr phng n thng theo nhm da trn s kim sot v mc hao ht.

b. H thng chia s li nhun

Phng thc chia s li nhun nhm thng cho cc nhn vin trn c s li nhun cng ty thu c trong mt thi k. Phng thc thng nh vy khuyn khch nhn vin m rng tm nhn v

- 283 cc hot ng ca h, lm cho h c cm gic gn vi cng ty nh mt tng th. Wal- mart s dng phng thc ny pht trin vn ho ca t chc.

c. Phng thc thng quyn chn mua chng khon

ng k hn l thng cho cc nhn vin trn c s li nhun ngn hn, i khi cc cng ty thit lp phng thc thng quyn chn mua c phiu s hu cng ty v cho php nhn vin mua c phiu ca n thp hn gi th trng, nng cao tnh ng vin cho nhn vin. Vi t cch ca c ng, cc nhn vin tp trung nhiu hn khng ch vo li nhun ngn hn m cn quan tm n trin vng di hn, h c th nm gi phn ng k cc c phiu v nh vy h tr nn quan tm mt cch sng cn n hiu sut ca cng ty. Phng thc thng quyn chn mua chng khon c th rt quan trong trong vic pht trin mt nn vn ho cng ty thch ng bi v cc nhn vin cng quan tm chia s li nhun c th to ra.

d. H thng thng theo t chc

Khng ch c li nhun l nn tng cng ty c th thng trn ton t chc. Ni chung, thng cn c th da trn tit kim chi ph, nng cao cht lng, tng nng sut so vi cc thi k trc. Bi v, h thng thng thng yu cu o lng chnh xc u ra nn chng thng c mt trong cc cng ty lp rp, cc cng ty cung cp dch v, ni m c th tnh ra gi tr ca cc hot ng cc nhn. Lc y, h thng thng nh l h thng h tr cho cc dng tr lng khc. Tuy nhin, trong mt s trng hp, chng li tr thnh cc cng c kim sot ch yu. V d Lincohn Electric ni ting vi thnh cng ca h v phng thc thng nhm tit kim chi ph. Kim sot thng qua h thng thng c th b sung cho tt c cc dng thc kim sot khc m chng ra tho lun trong chng ny. m bo tng thng cho cc hnh vi chin lc ng n, cc h thng thng nn gn b cht ch vi chin lc ca t chc. Hn na, chng nn c thit k sao cho khng dn n cc xung t gia cc c nhn, cc chc nng, cc b phn. Bi c cu t chc, kim sot t chc v h thng thng khng phi l cc c tnh c lp ca t chc m chng cn tng tc mnh m vi nhau nn chng phi c thit k tng thch thc hin chin lc thnh cng.

TM TT CHNG V CU HI THO LUN Trong chng ny tho lun v cc vn thit k c cu p ng nhu cu ca chin lc cng ty. Cc cng ty c th p dng nhiu c cu p ng vi cc thay i v qui m v chin lc ca n theo thi gian. C cu m mt cng ty la chn l c cu l gic ca vic nhm gp cc hot ng ( l c cu phn cng theo chiu ngang) p ng tt nht nhu cu ca n v kinh doanh hay cc n v kinh doanh trong cng ty. Cng ty phi lm ph hp gia s phn cng theo chiu ngang v phn cng theo chiu dc. C ngha l n phi chn mt c cu, sau chn cc cp trong h thng trc tuyn v mc tp trung hay phi tp trung ho. N l s kt hp c hai loi phn cng to ra nhng sp t v mt t chc ni b. Tuy nhin mt khi cng ty chia n ra thnh cc b phn, th n phi kt hp li. Cng ty phi chn mc kt hp ph hp vi mc phn cng ca n nu n mun kt hp mt cch thnh cng

- 284 cc hot ng to gi tr ca mnh. Do s phn cng v kt hp rt tn km nn mc tiu ca cng ty l phi tit kim chi ph qun l bng vic p dng c cu n gin nht m vn t mc tiu chin lc ca Mnh. Chng ta nhn mnh vo cc im chnh sau: Vic thc thi thnh cng mt chin lc ph thuc vo vic la chn ng n c cu t chc v h thng kim sot ph hp vi chin lc ca cng ty. Cng c c bn ca vic thc thi chin lc l thit k t chc. Mt thit k t chc tt lm tng li nhun theo hai cch. Th nht, n tit kim chi ph qun l v h thp chi ph cho cc hot ng to gi tr. Th hai, n nng cao kh nng ca cc chc nng to gi tr cng ty, t c hiu qu,s ci tin, cht lng v p ng khch hng vt tri t ginh Li th cnh tranh. C hai loi phn cng: (1)phn cng theo chiu dc ngha l cch thc m cng ty la chn phn b quyn ra quyt nh v (2) phn cng theo chiu ngang ch cch thc cng ty nhm gp cc hot ng ca t chc vo cc chc nng, b phn v phng ban. La chn c bn ca phn cng chiu dc l mt c cu cao hay thp. C cu trc tuyn cao c mt s bt li nh cc vn v truyn thng, chuyn dch thng tin, ng vin v chi ph. Tuy nhin, phi tp trung ho hay bi b cc qui nh v quyn hnh c th phn no gi quyt cc vn ny. Khi mt cng ty tng trng v a dng ho, n s dng mt c cu nhiu b phn. Mc d, c cu nhiu b phn ny c chi ph qun l cao hn c cu chc nng, n khc phc c cc vn v kim sot lin quan n c cu chc nng v cho cng ty kh nng iu khin cc hot ng to gi tr mt cch hiu qu. Cc loi chuyn mn ho khc ca c cu bao gm c cu ma trn, nhm sn phm, theo a l. Mi loi c cng dng c th v c la chn tu theo yu cu chin lc ca cng ty. Cng ty cng phc tp v mc phn cng cng cao cng yu cu mc kt hp cn thit qun l c cu ca n. Cc c ch kt hp sn c cho cng ty xp t tip xc trc tip n c cu ma trn. C ch kt hp cng phc tp cng cn chi ph s dng n. Cng ty nn cn thn lm ph hp cc c ch ny vi cc yu cu chin lc. Vic la chn mt h thng kim sot ph hp vi chin lc v c cu ca cng ty to ra mt s thch thc i vi cc nh qun tr. Cc nh qun tr phi chn cc hnh thc kim sot cung cp khun kh cho vic theo di, o lng v nh gi chnh xc rng cng ty c t c mc tiu ca t chc hay mc tiu chin lc ca n hay khng. Cc h thng kim kt qu v ti chnh phi c h tr bi cc h thng kim sot hnh vi v vn ho t chc bo m rng cng ty ang t c cc mc tiu ca n mt cch hiu qu nht. Ni chung cc h thng kim sot ny h tr ln nhau, v cn phi cn thn bo m rng n khng gy ra nhng hu qu khng lng trc, nh s cnh tranh gia cc b phn, cc chc nng v cc cc nhn. Nhiu nh qun tr cp cao ch ra nhng kh khn trong vic thay i vn ho t chc khi h ni n vic thit k li t chc ca h c th theo ui cc mc tiu chin lc mi. Nhng kh khn ny pht sinh bi vn ho l mt sn phm tng tc thch hp gia nhiu yu t, nh qun tr cp cao, c cu t chc, v h thng khuyn khch, tng thng. Chng ny gii quyt cc vn c bn sau: Cu trc t chc s khng vn hnh hu hiu tr khi h thng kim sot v khuyn khch c t ra thch hp v ng vin hnh vi ca nhn vin. Kim sot chin lc l qu trnh thit t cc mc tiu, theo di nh gi v thng cho vic thc hin ca t chc. Cch tip cn cho im ch ra rng cc nh qun tr nn thit

- 285 lp mt h thng kim sot chin lc c th o lng tt c cc kha cnh quan trng ca vic thc hin trong t chc. Kim sot tin hnh tt c cc cp ca t chc: cng ty, cc b phn, cc chc nng v c nhn. H thng kim sot hu hiu phi mm do, chnh xc v c th cung cp cc thng tin phn hi nhanh chng cho cc nh hoch nh chin lc. C nhiu loi chun mc thc hin khi p dng chin lc cng ty. Cc loi thc o m cc nh qun tr la chn s tc ng n cch thc vn hnh ca cng ty. H thng kim sot phn loi t cc h thng o lng trc tip kt qu n o lng hnh vi hay hot ng. C hai loi kim sot ti chnh ch yu l gi th trng ca c phiu v thu nhp trn vn u t. Kim sot kt qu thit lp mc tiu cho cc b phn chc nng v cc cc nhn. N ch c p dng khi cc kt qu c th c o lng khch quan v n thng lin kt ti mt hot ng qun tr bng h thng cc mc tiu. Kim sot hnh vi thc hin thng qua cc ngn sch, qui tc v cc th tc. Vn ho t chc l tp hp cc chun mc v cc gi tr chi phi cch thc con ngi hnh ng v ng x trong t chc. Vn ho t chc l sn phm ca cc gi tr t nhm nh qun tr cp cao hay ngi sng lp, l sn phm ca cch thc cc nh qun tr s dng thit k cu trc t chc, v l sn phm ca cc h thng tng thng m cc nh qun tr s dng nh hng v ng vin hnh vi ca cc nhn vin. H thng thng l dng thc cui cng ca kim sot. Cc cng ty thit lp h thng thng cung cp cho cc nhn vin s khuyn khch lm cho c cu ca n hot ng hiu qu v gn li ch ca h vi mc tiu v mc ch ca t chc. Cc t chc s dng tt c cc dng thc ca kim sot mt cch ng thi. Cc nh qun tr phi chn v kt hp mt cch hp l cc yu t kim sot, chin lc v c cu t chc.

- 286 -

CU HI THO LUN: 1. Trnh by cc khi ca c cu t chc? S lin quan ca cc khi ny n chi ph? 2. Phn cng theo chiu dc v theo chiu ngang khc nhau nh th no? Sp xp cc loi c cu tho lun trong chng ny theo hai cch phn cng ni trn? 3. Trnh by u nhng c tnh chin lc ca c cu tp trung v phi tp trung? 4. Th no l c cu n gin? ngha v iu kin ng dng ca c cu n gin ? 5. Th no l c cu chc nng? ngha v iu kin ng dng ca c cu chc nng ? 6. Th no l c cu nhiu b phn? Cc u, nhc im ca c cu ny? Nu iu kin ng dng ca c cu nhiu b phn? 7. C cu ma trn l g? M t cc chiu chnh v nghia ca mi chiu? Nu u nhc im ca c cu ma trn ? D kin iu kin ng dng ? 8. Th no l c cu theo a l ? u nhc im ca c cu ny? 9. Trnh by ngha ca kt hp v c ch kt hp ? Nu cc dng thc c bn ca kt hp ? 10. Nu tm quan trng ca c ch kim sot ? 11. Trnh by cch tip cn phiu ghi im trong kim sot chin lc ? 12. Trnh by ni dung cc bc ca kim sot chin lc ? 13. Trnh by vai tr cu cc cp trong kim sot chin lc ? 14. Trnh ny ni dung v ngha ca cc loi kim sot ? 15. Vn ha t chc l g ? vai tr ca vn ha trong qun tr chin lc ? 16. Nu cc c trng ca vn ha mnh ? 17. Trnh by ngha ni dung v cc hnh thc tng thng i vi c nhn v tp th ? 18. Bn hay m t cc loi cu trc tt nht theo ca mnh cho trng kinh doanh, v cc hot ng i hc? Ti sao li l cu trc tt nht? c th c cu trc khc thch hp hn khng? 19. Khi no cng ty nn thay i t c cu chc nng sang c cu nhiu b phn. 20. Khi no cng ty nn chn mt c cu ma trn? C cc vn g lin quan n qun tr cu trc ny v ti sao c cu nhm sn phm c th a thch hn? 21. Mi quan h gia phn cng, kt hp v h thng kim sot chin lc l g? Ti sao mi lin h ny li rt quan trng? 22. Vi mi cu trc t chc nh tho lun trong chng 11 hy phc tho cc h thng kim sot thch hp? 23. Bn suy ngh g v cc h thng kim sot v tng thng c th p dng cho cc loi cng ty nh: Ch to, chui bn l, cng ty cng ngh cao...

- 287 TI LIU THAM KHO 1- Alex Miller (1998). Strategic Management 3rd Ed. Irwin/McGraw-Hill 2- Charles W.L. Hill, Gareth R.Jones (2002) Strategic Management : An intergrated Aproach, 5th Ed. Houghton Mifflin. 3- Chistopher G. Worley, David E.Hitchin, Walter L.Ross (1996), Integrated Strategic Change: How OD Builds Competitive Advantage, Addion-Wesley Publishing Company. 4- Chris Argyris, Donald A. Schn (1996), Organization learning II: Theory, Method, and Practice, Addison-Wesley Publishing Company 5- David A.. Secenzo, Stephen P.Robbins (2002), Human Resource Management, 7th John Wiley& Son, Inc 6- Irene Chow, Neil Holbert, Lane Kelley, Julie Yu (1997), Business Strategy: An Asia-Pacific Focus, Prentice Hall 7- Gregory G.Dess, G.T Lumpkin, Marilyn L.Taylor (2004), Strategic Management, Irwwin/McGraw-Hill 8- Henry Mintzberg, James Brian Quinn, John Voyer (1995), The Strategy Process, Collegiate Ed.Prentice Hall. 9- Michiel R.Leeder, Harold E. Feason (1997), Purchasing & Supply Management, 11th Ed. Irwwin/McGraw-Hill 10- Peter Wright, Mark J. Kroll, John Parnell (1996), Strategic Management : Concepts and Cases 3rd Ed. Prentice Hall 11- Rechard L. Daft (1989), Organization Theory and Design, 3rd West Publishing Company 12- Thomas L. Wheelen, J. David Hunger (2004) Strategic Management and Business Policy 9th. Prentice Hall. 13- William C. Frederick, James E. Post, Keith Davis (1992), Business and Society: Corporate Strategy, Public Policy, Ethics, 7th Ed, McGraw-Hill,Inc