...............................

2005

) (

: :













)) Ericsson
.
" : -Benchmarking, BMKG-
:
.1 :
) ( Benchmarkhng BMKG
. -
Benchmarks " -Reference Points

1 / / / .

87

............................... /

2005
" )Harrington & Harrington, 1996:
"

.(29
"
") .(Noori & Radford, 1995: 88
. ) (12
) (8 ) (8
.
) (7
.(Best-in-clas-. (Wesner et al., 1995: 179
"
.(Stakeholder * (McNair & Liebfried, 1992: 25-
"
") (Wesner et al.,1995:69

-What -How -Why
) .(Finnigan, 1996: 14
.



. ,

" ) (Hradesky, 1995: 645
.
.
"
" )
(Harrington & Harrington, 1996: 15 "
" ) (Druker, 1999: 59

: .
. : .
" "Emulating the Best of the Best-
.((Hradesky, 1995: 645 " )Payne,
-1995: 223) Striving to Be Best of the Best *

* "
-Stock holders "Lubatkin & Chatterjee,) .
.(1994: 111
* Bharaddwaj et al., 1993: 83; Payne, 1995:).
(7; Sirgy, 1996: 256 .
" )( )( ) ( )
"( ) ( ) (.(Kotler, 1997: 430) .

88

............................... /

2005

." "
") "(
" ")
(


.
:
.1
.
.2 .
. .
.

) (Russel & Taylor, 1995: 215
.



.


. Xerox-


-Xerox-
" " )
.(Ross, 1995: 236
.

.(Harrington & Harrington, 1996: 5) :

.1 .
.2
.
. .
. .
. .

89

............................... /

2005
.2 .
-1 :
.
.

.
-Competitive Position
.





.

)& Goetsch
.(Davis, 1997: 434

-1



:
.
:
.
:
-.

- .
.
- .
.
.
.

90

............................... /

2005
.

- ..
:
- .
.
.
Source:
Hradesky, John L. (1995). Total Quality Management Handbook. McGraw-Hill, New
York: 647.

-2
.


.


.
.

.
-2

:
:
. . . :

.
.
.

.- .

91

............................... /

2005
. . :
. . :
. - .

.
.

.
.

.
.

Source: Hradesky, John L.(1995). Total Quality Management Handbook.

McGraw-Hill, New York: 648.

-3
.

-3


. -

Source: Harrington, H.James & Harrington, James S. (1996). High

Performance Benchmarking: 20 Steps to Success. McGraw-Hill, New York: 28.

:
.1
.
.2 .
.
.

92

............................... /

2005

. Shafer &) :
(Meredith, 1998: 89
.1 .
.2 .
.
.
.3

. Winners -
.Survivors
Losers- .-1


.

ssalC droW-

ssalC yrtnuoC-

gnippilS
-1
-
Source: Harrington, H.James & Harrington, James S.(1996). High Performance

Benchmarking:
York: 8.
20 Steps to Success. McGraw-Hill, New

) (%10 - -
delbuorT

93

............................... /

2005
) (%10
.

.4 :

-2
.
-Preparation- -Execution-
.-Post execution-

.

.

.

:
.
. . .
Best-In-- Class Best-In-the-Industry-
.
.

-Zero Gap- . .
.


.

.1
.2
.3

94

............................... /

2005

.
.4 .
.5 .
.6 .
.7 .
.8 .
.9 .
.10 -
.11 .
.12 .
.13 .
.14 .

-2
Source: Goetsch, David L. & Davis, Stanley B. (1997). Introduction to Total Quality:
Quality Management for Production, Processing & Services (2nd ed.). Prentice-Hall,
USA:444.

.

.



. -Common Protocols -American based Productivity & Quality Center

Slack et al.,) :
(1998: 685
. . .
.
. .

95

............................... /

2005
. . .5 :

(McNair & Leibfried, 1992:26-32; Aquilano et al., 1995: 51; Huxtable,

;1995: 120; Asher, 1996:16-17; Evans, 1997:448; Nahmias, 1997: 702
Shafer & Meredith, 1998: 88-89; Slack et al., 1998:681, 683-684).
.1 -Internal Benchmarking-
:-External Benchmarking-

.


.
.

.

.
.2 -Competitive Benchmarking-
:Non-Competitive Benchmarking-




"

(Performance Benchmarking (Slack et al., 1998: 683

Reverse Engineering
""
: (Product Benchmarking- (Nahmias, 1997: 702
Strategic-
Benchmarking
.
) (Ross, 1995: 240-242; Evans, 1997: 448; Nahmias, 1997: 702


.



.

96

............................... /

2005


.




.
"
(Practices Benchmarking " (Slack et al. 1998: 683
(Process Benchmarking " (Evans, 1997: 448
. "
(Functional Benchmarking-" (Aqualino et al., 1995: 36
. " Generic Benchmarking -
((Harrington & Harrington, 1996: 36


.



.
.-Best-in-Class Benchmarking

.

.

.

: :
.1:



.

.2

"
"

97

............................... /

2005

.

.3

.4

.5

.


.

.

:
"
".

.
"
) .(Thompson 1993: 729

:
.1 :Vision- " -
-Orientation Point "Hans &) .
.(Popp, 1992: 24 " Desired Future-
State Aspiration" )Johnson & Scholes, 1997:
(13
. "
" ) (Porter, 1987: 28 The Heart-
(of Strategy-. (Porter, 1996: 61
.2 :-Mission .

.

98

............................... /

2005
" )( )(
) (Pitts & Lei, 1996: 9
.

Strategic Intent
) (
) ( Goals & Objectives (Miller
.(& Dess, 1996:5


.
) (
" " ))Hamel & Prahald
((Johnson & Scholes, 1997: 225 .




.
. :
)Buffa, 1993: 103; Evans,
.(1993: 161; Stonebraker & Leong, 1994: 483

:

____________________________ 100%

);Lubatkin &Chatterjee, 1994: 123

(Change, 1995: 394

. :

:

)(Cavusgil & Zou, 1994: 4
______________________ 100%

. :
"
"
Peter & Waterman
) (Chakravarthy,1986: 444 :

99

............................... /

2005
________________________________________ =

)Weston & Brigham, 1982: 88; Brealey & Myers,) (1992: 112
.(1996: 684; Weston et al., 1996: 105

.6

.

:
.1


.(Wesner et al., 1995: 181) .
" .2
" ) Noori & Radford, 1995:
.(89

" . " )Huxtable,

(1995: 121

Ericsson

) 10(

) (1996-1987
.
-Ericsson-
) ( .
. )
(130 ) (90000Ericsson: The Way) .
.(Forward, 1996: 14

) (Lars Magnus ) (1876

.
) .(1892

100

............................... /

2005
Cellular-. (Ericsson:-
.(Corporate Presentation, 1996: 4 ) (%40
)(Ericsson: -Mobile-Annual Report, 1996: 2

: :
.1 :
-Ericsson-
"
"
.
-Ericsson- " :
".(Ericsson: Corporate Presentation, 1996:5 ) .
-Customer Oriented

.
.

-Ericsson
.
-Ericsson-

:
" -Professionalism -Respect
.(Perseverance- (Ericsson: Corporate Presentation, 1996: 9
.
.

.



.

.

101

............................... /

2005
.
) (
.

.2 :
) (4





.



) 1991 (1992

.
-Ericsson-

. -Siemens

) (%9.2
)Siemens: Investor Handbook, 1996:) (1996-1991
(15 ) (%15.4 Ericsson- .

)(4

1996 1995 1994 1993 1992 1991 1990 1989 1988 1987

-Ericsson

15%

12%

11%

7%

21%

19%

8%

7%

7%

2%

10%

11%

11%

11%

15%

15%

17%

16%

15%

14%

: :
.Ericsson: Corporate Presentation, 1996: 40.

102

............................... /

2005
.1
) (44
) (18 ) (23Ericsson: The Way) .
(Forward, 1996: 14
.2 -Joint Ventures
Novell,
Microsoft, IBM
Ericsson:) .
.(Corporate Presentation, 1996: 8
.3 :
.
-Ericsson-

.
) ( ) %91 (%94
) (1996 1995 .-5

) (%97 .


.
)(5
*
)(1996 1995

-Ericsson

1995

1996

3%

3%

91%

94%

: :
.Ericsson: Annual Report, 1996: 3.

-Ericsson-
) .(6 )
(%6 %9 ) (1996 1995 )
%97 (%97
.
)(6
*

103

............................... /

2005
-Ericsson- )
(1996 1995

1995
1996

42%
39%

9%
6%

20%
3%
23%
3%

11%
13%

Source:
Ericsson: Corporate Presentation, 1996: 18.
Ericsson: Annual Report, 1996: 3.

7%
10%

6%
4%

2%
2%

100%
100%

-Ericsson- . )
(7 -Ericsson- ) .(1995



.-Ericsson-

)(7
-Ericsson- )(1995

11%

2
3
4
5
6
7
8

9%
8%
7%
7%
5%
4%
4%

104

............................... /

2005
9
10

4%

3%
Source: -Ericsson: Corporate Presentation, 1996: 19.

.4 :


. ) (8
)1994
(1995

) %89 (%112.6 )
(%28.6 ).(1993

)(8


1992

-Ericsson

1993

1994

1995

1996

13

51

17

: :
: .Ericsson: Annual Report, 1996: 40, 42.

)(9) (1996


.
.
-
-Ericsson .

*

).(1992

105

............................... /

2005
" . ) (10 )
(15 )(MARKET/Book M/B)" (Weston et al., 1996: 105

.

: :-Ericsson-
) (Lars Ramqvist
Ericsson: Annual Report,) :
(1996: 2-6

.1
) (130
.
.2


.
.3
.

) 35(
)( .

.
.4 Total Quality Management,
-TQM -Ericsson-

-ISO 9001
) (1994
) (1995 ).(1996
.5
:
.1


.

106

............................... /

2005
.2
) (1990

-ISO 14001
.

.



.




.
.6


.

: :
) (1995 " -Ericsson-

) (5000

.
) (2005 :
.1



.
.2
.
*

.3
-Ericsson- ) (2005
.



:
*
.

107

............................... /

2005

.1 -End User
.
.2

.
.3
- ) (Win-Win
.

.4
.
.5
.
.6 .
.7
.
.8
.
.9 -Hardware
.-Software

.10
.

.11
.

.12
.

.13


.
-Ericsson-



.


.


. .

108

............................... /

2005

::
.1




.
.2

.
.3
.



.
.4

.


.

.5



.
.6

-Ericsson
.
.

::

109

............................... /

2005
.1

.

.
.2

.
.3


.

.
.4
.




.
.5

.
.6
.
.7
.
.8

.

.
.9
.
.

.10
.
.

110

............................... /

2005
.
.

.11

.

.12



.

************************
***************

111

/ ...............................

2005

: " . .1
.(1996-1987) ."
2. Ericsson: Annual Report (1996).
3. Ericsson: Corporate Presentation (1996).
4. Ericsson: The Way Forward (1996).
5. Siemens: Investor Handbook (1996).
: " " ).(1992) .6
. .(
7. Aquilano, Nicholas J., Chase, Richard B. & Davis, Mark M. (1995).
Fundamentals of Operations Management (2nd ed.). Richard D.Irwin,
Chicago.
8. Asher, Mike (1996). Managing Quality in the Service Sector.
Kogan Page Limited, London.
9. Brealey, Richard A. & Myers, Stewart C. (1996). Principles of
Corporate Finance (4th ed.). McGraw-Hill, USA.
10.Buffa, Elwood S. (1993). Modern Production/Operations
Management (7th ed.). Wiley Eastern Limited, New Delhi.
11.Evans, James R.(1993). Applied Production & Operations
Management (4th ed.). West Publishing, USA.
12.Evans, James R.(1997). Production/Operations Management:
Quality, Performance & Value (5th ed.). West Publishing, USA.
13.Finnigan, Jerome P.(1996). The Managers Guide to
Benchmarking. Jossey-Bass Publishers, San Francisco.
14.Goetsch, David L. & Davis, Stanley B. (1997). Introduction to
Total Quality: Quality Management for Production, Processing &
Services (2nd ed.). Prentice-Hall, USA.
15.Harrington, H.James & Harrington, James S. (1996). High
Performance Benchmarking: 20 Steps to Success. McGraw-Hill, New
York.
16.Hradesky, John L. (1995). Total Management Handbook.
McGraw-Hill, New York.
17.Huxtable, Neil (1995). Small Business Total Quality. Chapman &
Hall, London.
18. Johnson, Gerry & Scholes, Kevan (1997). Exploring Corporate
Strategy: Text & Cases (4th ed.). Prentice-Hall, UK.

112

/ ...............................

2005

19. Kotler, Philip (1997). Marketing Management: Analysis, Planning

Implementation & Control (9th ed.). Prentice-Hall, New Delhi.
20. McNair, C.J. & Leibfried, Kathleen H.J. (1992), Benchmarking:
Atool for Continuous Improvement. John Wiley & Sons, New York.
21. Miller, Alex & Dess, Gregory (1996). Strategic Management (2nd
ed.). McGraw-Hill, New York.
22. Nahmias, Steven (1997). Production & Operations Analysis (3rd
ed.). McGraw-Hill, Singapore.
23. Noori, Hamid & Radford, Russell (1995). Production & Operations
Management: Total Quality & Responsiveness. McGraw-Hill, New
York.
24. Payne, Adrian (1995). The Essence of Services Marketing (2nd ed.)
Prentice-Hall, India.
25. Pitts, Robert A. & Lei, David (1996). Strategic Management: Building
& Sustaining Competitive Advantage. West Publishing, USA.
26. Ross, Joel E. (1995). Total Quality Management: Text, Cases &
Readings (2nd ed.). St.Lucie Press, Florida.
27. Russell, Roberta S. & Taylor, Bernard W. (1995). Production &
Operations Management: Focusing On Quality & Competitiveness.
Prentice-Hall, USA.
28. Shafer, Scott M. & Meredith, Jack R. (1998). Operations
Management: Aprocess Approach with Spread Sheets. John Wiley &
Sons, New York.
29. Slack, Nigel, Chambers, Stuart, Harland, Christine, Harrison, Alan &
Johnston, Robert (1998). Operations Management (2nd ed.). Pitman
Publishing, London.
30. Stonebraker, Peter W. & Leong, G.Keong (1994). Operations
Strategy: Focusing Competitive Excellence. Allyin & Bacon, USA.
31. Thompson, John L. (1993). Strategic Management: Awareness &
change (2nd ed.). Chapman & Hall, UK.
32. Wesner, John W., Hiatt, Jeffrey M. & Trimble, David C. (1995).
Winning With Quality: Applying Quality Principles in Product
Development. Addison Publishing, Massachusetts.
33. Weston J.Fred & Brigham, Eugene F. (1982). Essentials of
Managerial Finance (6th ed.). CBS College Publishing, USA.
34. Weston, J.Fred, Besley, Scott, Brigham, Eugene F. (1996). Essentials
of Managerial Finance (11th ed.). The Dryden Press, USA.

: 35.Bharadwaj, Sundar G., Varadarajan, P.Rajan & Fahy, John (1993).

Sustainable Competitive Advantage in Service Industries: Aconceptual

113

/ ...............................

2005

Model & Research Propositions, Journal of Marketing, 57, October:

83-99.
36.Cavusgil, S.Tamer & Zou, Shaoming (1994). Marketing StrategyPerformance Relationship: An Investigation of the Empirical Link in
Export Market Ventures. Journal of Marketing, (58) January: 1-21.
37.Chakravathy, Balaji S. (1986). Measuring Strategic Performance.
Strategic Management Journal, (7): 437-458.
38.Chang, Sea Jin (1995). International Expansion Strategy of
Japanese Firms: Capability Building Through Sequential Entry,
Academy of Management Journal, 38 (2): 383-407.
39.Hans, Hinterhuber & Popp, Wolfgang (1992). Are you A strategist:
or just Amanager In B. De Wit & R.Meyer (eds.) (1994), Strategy:
Process, Content, Context: an International Perspective. West
Publishing, USA: 23-29.
40.Druker, Peter F. (1995). The Information: Executives Truly Need.
Harvard Business Review, January-February: 54-62.
41.Lubatkin, Michael & Chatterjee, Sayan (1994). Extending Modern
Portfolio Theory into the Domain of Corporate Diversification: Does it
Apply?. Academy of Management Journal, 37 (1): 109-136.
42.Porter, Michael E. (1987). Corporat Strategy: The State of Strategic
Thinking, The Economist, May 23: 21-22, 27, 28.
43.Porter, Michael E.(1996). What is Strategy?. Harvard Business
Review, November-December: 61-78.
44.Sirgy, M.Joseph (1996). Strategic Marketing Planning Guided by
the Quality-of-Life (QOL) Concept, Journal of Business Ethics, (15):
241-259.
*************************
**************

114