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م َة ِ ت ا ْل
َ ح ْك َ ن ُي ْؤْ اء ۚ َو َم ُ ش َ َن ي ْ م َة َم َ ح ْك ِ ) ُي ْؤتِي ا ْل
ْ خ ْي ًرا َكثِي ًر ا ۗ َو َما يَ َّذ َّك ُر إِ ََّّل ُأ ولُو
ِ اْل َ ْلبَا
(ب َ ي َ َِفق َْد ُأوت
]269:[حُزوَس
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يحءٛ٩ح II
اإل٘ذاء
و ّ
إىل روح مه ضحى وآمه بأن مستقبل ممقىتم مزنت ن ب هت م
و ي نذا الكقمب
2007/12/30
copyright law.
II
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ؽ
III حٛ٩يحء
رّـ١ٙذ
طؼٞى ؿٌ ٍٝحُظوط ٢٤حٓ٫ظَحط٤ـ Strategic Planning ٢رٔلٜٚٓٞ
حُلي٣غ ٝهٜخث ٜٚحُِٔٔ٤س اُ٘ٓ ٠ظٜق حُؤٔ٤٘٤خص ٖٓ حُوَٕ حُٔخ،٢ٟ
ًُٝي ػ٘يٓخ ريأص حُٔ٘ظٔخص حٌُزَ٤س ك ٢حُي ٍٝحُٔظويٓش رظطٓ َ٣ٞخ ًخٕ ٣يػ٠
رؤٗظٔش حُظوط ٢٤حُزؼ٤ي حُٔيًُ ٌ٘ٓٝ .ٟي حُل ٖ٤ريأ ٌٛح حُٔلٝ ّٜٞرٓٞخثِٚ
ٝأىٝحط ٚرخُظطٔٓ ٍٞخ أى ٟاُ ٠حػظٔخى ٖٓ ٙهزَ حُؼي٣ي ٖٓ حُٔ٘ظٔخص رخهظ٬ف
أكـخٜٓخٝ ،ك ٢حُؼي٣ي ٖٓ ى ٍٝحُؼخُْ ٝ.أٛزق ٟٓٞٞع حُظوط ٢٤حٓ٫ظَحط٤ـ٢
ٖٓ حُٟٔٞٞػخص حُٜخٓش ٝحُٔظـيىس ك ٢ػِْ ح٩ىحٍسُٝ ،ؼَ أكي أ ْٛحٓ٧زخد
ٗ٫ظ٘خٍ ٌٛح حُ٘ٞع ٖٓ حُظوط ٢٤حُي٫ثَ حُظ ٢ط٘ َ٤اُ ٠إٔ ٗٔزش حُلَ٘ ك٢
حُٔ٘ظٔخص حُظ ٢طٔظويٓ ٚطوَ ًؼَ٤حً ػٖ طِي حُظ ٫ ٢طٔظويٓ(Sexto & ٚ
)ًٔ ،Aluken, 1985: 16-23خ ط٘ َ٤رؼ ٞحُيٍحٓخص اُ ٠إٔ حُٔ٘ظٔخص حُظ٢
طٔظويّ حُظوط ٢٤حٓ٫ظَحط٤ـ ٢أًؼَ ٗـخكخ ً ٝكخػِ٤ش ٖٓ طِي حُظ٫ ٢
& (Certo طٔظويُٓ (Thankurn & Caligon, 1992: 47-54) ٚوي رّٖ٤
) Peter,1991:85أ٤ٔٛش حُز٤جش ٝىٍٛٝخ ك ٢حُظوط ٢٤حٓ٫ظَحط٤ـ ٖٓ ٢هٍ٬
ٛٝلُِ ْٜـَ ٝحُؼخّ ُِظوط ٢٤حٓ٫ظَحط٤ـ ٢رؤٗٔ٣ ٚؼَّ أٓخُ٤ذ َ١ٝم
حُظؼخَٓ ٓغ حُلَٝ ٙحُظٜي٣يحص حُٔٞؿٞىس ك ٢حُز٤جشٝ ،رٔخ ٣لون ٜٓخُق ى
حُٔ٘ظٔش.
إ حُ٘ـَ حُ٘خؿَ ٩ىحٍس أ٣ش ٓ٘ظٔش حُ٤ً ٞٛ ّٞ٤ل٤ش حٓ٫ظويحّ حٌُلٞء
ُِٔٞحٍى حُٔليٝىسٝ ،رٔخ ٔ٣خػي ػِ ٠حُزوخء ٝحٓ٫ظَٔحٍ؛ أ ١رٔخ ٔ٘٣ـْ ٓغ
حُظـَ٤حص حُلخِٛش ك ٢ر٤جش حُٔ٘ظٔخص حُيحهِ٤ش ٝحُوخٍؿ٤شٓٝ ،غ حُ٘ٔٞ
حُٔ٠طَى ك ٢أػيحى حُٔ٘ظٔخص ٝأكـخٜٓخٝ ،حٍطلخع كيس حُٔ٘خكٔش كٔ٤خ
رٜ٘٤خ رَُص حُلخؿش ُٟٞغ حٓ٫ظَحط٤ـ٤خص ٝحٓظويحٜٓخ ٖٓ هٍ٬
حُظوط ٢٤حٓ٫ظَحط٤ـٝ ،٢حٌُٔ٣ ١ؼ ٠اُ ٠طلِ َ٤حُو٤خٍحص حُٔظخكش
ُِٔ٘ظٔش ٖٓ ه ٍ٬طلي٣ي ح٫طـخٛخص ٝحُلَٝ ٙحُظٜي٣يحصًٌُٝ ،ي
حُٔـخ٫ص حُظ ٖٓ ٌٖٔ٣ ٢هُٜ٬خ طؼِ ِ٣حُويٍس ػِ ٠حهظَحهخص حُٔٞم
ٜٔٓ Creativesش طٔخػي Break Throughأ ٝحرظٌخٍحص
ػِ ٠طـَ٤٤حص أٓخٓ٤ش ك ٢حٛ٧يحف ٝحٓ٫ظَحط٤ـ٤خص ٝحٓ٧خُ٤ذ
)٣ .(Ansoff & Dounel, 1990: 62ئًي ) (Drucker,1997 : 221إٔ حُظوط٢٤
حٓ٫ظَحط٤ـُ٣ ٫ ٢ؼ٘ ٠رخُوَحٍحص حُٔٔظوزِ٤شٝ ،اٗٔخ رٔٔظوزِ٤ش حُوَحٍحص
حُلخُ٤شٌُُ ،ي كبٕ ًَ ٓخ ٣ظؼ ٖ٤ػِ٘٤خ حُو٤خّ ر ٞٛ ٚاػيحى أٗلٔ٘خ ُِـي
حُٔـٍٜٞ
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III
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حٛ٩يحء IV
Strategic planning does not deal with future decisions. It deals with
the futurity of present decisions. What we have to do today is to be
ًٔٝ .ready for an uncertain tomorrowخ ٣ل٤ي ( )Wilson,1997:12-24رؤٕ
حُظوط ٢٤حٓ٫ظَحط٤ـًٔ ٢يهَ ٖٓ ٓيحهَ ح٩ىحٍس حُلي٣غ ُْ ٣ل٘ ٌُٚ٘ٝ ٠طـَ٤
ٌُٜ .Strategic Planning Isn't Dead – It Changedح رَُص
حٓ٫ظَحط٤ـ٤ش ٝح٩ىحٍس حٓ٫ظَحط٤ـ٤ش ًٔ٘ظٓ ٍٞظٌخَٓ ٣ظـٔي رٟٞغ هطش
ٗٔ٤ُٞش ُـَ ٝطلو٤ن حٛ٧يحف حُظ ٢طٔؼُٜ ٠خ ٓ٘ظٔش ح٧ػٔخٍ ،كزؼي إٔ
طو٘ٓ ّٞظٔش ح٫ػٔخٍ رظلِٝ َ٤ط٘و ٚ٤ر٤جظٜخ حُيحهِ٤ش ٝحُوخٍؿ٤ش ،طٌ ٕٞهي
كيىص اطـخٜٛخ حٓ٫ظَحط٤ـ ٢حُٔظٍٓ ٖٔ٠خُظٜخ ٍٝإ٣ظٜخ ٘ٓٝظٓٞش هٜٔ٤خ
رخٟ٩خكش اُ ٠ؿخ٣خطٜخ ٝأٛيحكٜخ حٓ٫ظَحط٤ـ٤شٝ .كٟٞ ٢ء حُظلَِ٤
ٝحُظ٘و ٚ٤حُز٤جُٝ ٢ـَ ٝطلو٤ن ٓ٘ظٔش ح٧ػٔخٍ ُـخ٣خطٜخ ٝأٛيحكٜخ طوّٞ
رظط َ٣ٞه٤خٍحص حٓظَحط٤ـ٤ش ٌٓٔ٘ش ٣ظْ اػظٔخى حُٔ٘خٓذ ٜٓ٘خ ُـَ ٝحُظ٘لٌ٤
حُلؼخٍ ٖٓ ه ٍ٬حُؼِٔ٤خص حُظوط٤ط٤ش ٝحَُهخر٤ش حُ٬كوش ٝرٌٜح طظطٍٞ
حُٔ٘ظٔش ٝطلٖٔ ٟٝؼٜخ حُظ٘خكٔ ٢حُؼخّ٘٣ .طٌٛ ٟٞح حٌُظخد ػِ ٠ػَٟخ ً
ٗظَ٣خ ً طلِ ً٬٤ططز٤و٤خ ً ُٓ٬ظَحط٤ـ٤ش ٝحُظوط ٢٤حٓ٫ظَحط٤ـ ٢ك٘ٓ ٢ظٔخص
ح٧ػٔخٍ ٔ٣ٝظٜيف أٓخٓخ ً ٬١د اىحٍس ح٧ػٔخٍٍٝ ،ؿخٍ ح٧ػٔخٍ
ٝحُزخكؼٝ ٖ٤حُٔٔخٍٓٝ ٖ٤حُٜٔظٔ ٖ٤رٟٔٞٞع حٓ٫ظَحط٤ـ٤ش ٝحُظوط٢٤
حٓ٫ظَحط٤ـ٢؛ ٌُُي ٍٝػ ٢ك ٢ط ٚٔ٤ٜٔحُٔٞحثٔش ر ٖ٤حُلخٝ َٟحُٔخ.٢ٟ
ٌٖ٣ ُْٝاهظ٤خٍ ٟٓٞٞػخص حٌُظخد ً٤لٔخ أطلن ٣ ٚٗ٧ظ٘خٓ ٍٝـٔٞػش ٖٓ
ًٝحص
حُٔلخ ْ٤ٛحَُث٤ٔ٤ش كٓ ٢ـخٍ حٓ٫ظَحط٤ـ٤ش ٝحُظوط ٢٤حٓ٫ظَحط٤ـٛ ٢
حُؼ٬هش كٓ ٢ـخٍ ح٩ىحٍس حٓ٫ظَحط٤ـ٤ش.
ًٝخٕ حٓ٧خّ حُٔ٘طوٌُ ٢ظخرش ٌٛح حٌُظخد هي ٗزغ ٖٓ هزَس حُٔئُلٖ٤
حُ٘خؿٔش ػٖ طوي ْ٣حُؼي٣ي ٖٓ حُيٍٝحص حُظيٍ٣ز٤ش ٝحٓ٩ظ٘خٍحص ح٩ىحٍ٣ش ك٢
ٓـخٍ حٓ٫ظَحط٤ـ٤ش ٝحُظوط ٢٤حٓ٫ظَحط٤ـ ٖٓٝ ٢أؿَ طلو٤ن حٛ٧يحف حُظ٢
٧ ْٔٛؿِٜخ حٌُظخد ًخٕ ٫ري ٖٓ ؿؼَ ٌِ٤ٛش حٌُظخد ك ٢طٔؼش كُ :ٍٜٞػوي
حُِ ٍٝ٧ظؼَف ػِٓ ٠خ٤ٛش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢رٔلَىحطٚ؛ ٝأُكَى حُؼخٗ٢
ُؼِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢رٌٔٗٞخطٜخ؛ ُ ٝه ٜٚحُؼخُغ ُِظلَِ٤
ٝحُظ٘و ٚ٤حُز٤ج٢؛ ٝطٜي ٟحَُحرغ ُظلي٣ي ٝطؼَ٣ق ح٩طـخ ٙحٓ٩ظَحط٤ـ٢
ُٔ٘ظٔخص ح٧ػٔخٍٝ ،أٓظؼَ ٝحُوخْٓ ٤ٛخؿش ٝاػيحى حُوطش
حٓ٫ظَحط٤ـ٤ش؛ ٝططَم حُٔخىّ ُِزيحثَ ٝحُو٤خٍحص حٓ٫ظَحط٤ـ٤ش؛ ٛٝيف
حُٔخرغ اُ ٠ط٤ٟٞق ٓزَ َٗ٘ ٝط٘ل ٌ٤حُوطش حٓ٫ظَحط٤ـ٤ش؛ ٝػخُؾ حُؼخٖٓ
حُوطش حُظ٘ـ٤ِ٤ش ٝطلي٣ي ٓزخىٍحص ٝرَحٓؾ حُؼَٔ؛ ٝأٜٗذ حُظخٓغ ػِ٠
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V يحءٛ٩ح
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يحءٛ٩ح VI
بد٠ٛاٌّؾز
II اإل٘ذاء
III ذ١ٙرّـ
IX ٟغ١ؾ االعزشار١خ اٌزخط١٘ ِب
IX يٚاٌفظً األ
1 Introduction اٌّمذِخ
25 ٢ـ٤ٓظَحط٫ ح٢٤ص حُظوط٫اٌٗخٝ هخصٞٓؼ
82 اٌّشاعغ اٌّغزخذِخ
28 : ش٤حُؼَر
28 : ش٤ؿ٘ز٧ح
03 ٟٔاٌفظً اٌضب
30 Introduction حُٔويٓش
03 ٟغ١ؾ االعزشار١خ اٌزخط١ٍّػ
33 ٢ـ٤ٓظَحط٫ ح٢٤ش حُظوط٤ٌَِٔ ػ٤ٛ
49 ٢٤َم حُظوط١
51 Planning Team ٢٤ن حُظوط٣َك
53 ٢٤ٓيحهَ حُظوط
65 اٌّشاعغ اٌّغزخذِخ
56 : ش٤حُؼَر
56 : ش٤ؿ٘ز٧ح
62 ٟغ١ف االرغبٖ االعزشار٠رؼشٚ ذ٠رؾذ
58 Introduction حُٔويٓش
62 اٌفظً اٌشاثغ
30 ؟How ف١و
37 ؟Why ٌّبرا
36 Value System خ ٌّٕظّبد األػّبي١ّ١ِخ اٌمٛإٌّظ
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VII يحءٛ٩ح
30 اٌّشاعغ اٌّغزخذِخ
93 : ش٤حُؼَر
93 : ش٤ؿ٘ز٧ح
96 Introduction حُٔويٓش
35 خ١غ١ئػذاد اٌخطخ االعزشارٚ بغخ١ط
35 اٌفظً اٌخبِظ
99 The Essences of Strategy ش٤ـ٤ٓظَحط٫ش ح٤ٛٓخ
117 Product Life Cycle خس حُٔ٘ظؾ٤ٍس كٝى
129 Strategic Plan ش٤ـ٤ٓظَحط٫حُوطش ح
103 اٌّشاعغ اٌّغزخذِخ
137 ش٤حُؼَر
137 :ش٤ؿ٘ز٧ح
103 خ١غ١بساد االعزشار١اٌخٚ ًاٌجذائ
103 اٌفظً اٌغبدط
139 Introduction حُٔويٓش
194 حَُٔحؿغ حُٔٔظويٓش
194 : ش٤حُؼَر
194 : ش٤ؿ٘ز٧ح
133 خ١غ١ز اٌخطخ االعزشار١رٕفٚ ٔشش
133 اٌفظً اٌغبثغ
197 Introduction حُٔويٓش
200 ش٤ـ٤ٓظَحط٫خٍ حُوطش حٜ٣اٝ َ٘ٗ
208 ش٤ـ٤ٓظَحط٫ٌ حُوطش ح٤ط٘ل
235 حَُٔحؿغ حُٔٔظويٓش
235 : ش٤حُؼَر
235 : ش٤ؿ٘ز٧ح
238 Introduction حُٔويٓش
802 ًّثشاِظ اٌؼٚ ذ ِجبدساد٠ رؾذ.. خ١ٍ١اٌخطخ اٌزشغ
241 Operational Plan ش٤ِ٤حُوطش حُظ٘ـ
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يحءٛ٩ح VIII
VIII
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IX يحءٛ٩ح
ًاٌفظ
ؾ١خ اٌزخط١٘ ِب
ٟغ١االعزشار
1
يٚاأل
• حُٔويٓش
ٍٙٞططٝ ٢ـ٤ٓظَحط٫ ح٢٤ّ حُظوطٜٞ• ٓل
ش٤ٔٛ٧ ح.. ٚخثٜ حُو:٢ـ٤ٓظَحط٫ ح٢٤• حُظوط
حثيٞحُلٝ
٢ـ٤ٓظَحط٫ ح٢٤ حُظوطٚخثٜه-
٢ط٤ش حُلٌَ حُظوط٤ٔٛ أ-
٢ط٤• ٓيحٍّ حُلٌَ حُظوط
٢ـ٤ٓظَحط٫ ح٢٤• كِٔلخص حُظوط
٢ـ٤ حٓظَحط٢٤ص حُظوط٫اٌٗخٝ هخصٞ• ٓؼ
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IX
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يحءٛ٩ح X
copyright law.
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XI يحءٛ٩ح
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XI
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copyright law.
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1 حٛ٩يحء
اٌّمذِخ Introduction
ُٔخًح حُظوط ٢٤حٓ٫ظَحط٤ـ٢؟ ٣ل٤ي حُزؼ ٞرؤٕ حُظوط ٢٤حٓ٫ظَحط٤ـ٫ ٢
٣ِ٣ي ػٖ ًٟٞٞٓ ٚٗٞع هي ،ْ٣رَ أٗ ٚطٌُ٘ٞٞؿ٤خ هئ٣ش ٫طئى ٟاُ ٠طلو٤ن
حُ٘ظخثؾ ػِ ٠أٍ ٝحُٞحهغ؟ كٔ٣ َٜخػي ٓؼَ ٌٛح حُٔ٘طن ٓ٘ظٔخص ح٧ػٔخٍ
ػِ ٠حُزوخء ٝحُ٘ٔٞ؟
إ حُـخُز٤ش حُؼظٔ٘ٓ ٖٓ ٠ظٔخص ح٧ػٔخٍ طؼظَف رؤ٤ٔٛش حُظوط٢٤
حٓ٫ظَحط٤ـ ٢رخُ٘ٔزش ُزوخثٜخ ٛٞٔٗٝخ حُط َ٣ٞحٓ٧ي ،كخُظوط ٢٤حٓ٫ظَحط٤ـ٢
ٔ٣ظويّ ُٔٔخػيس ٓ٘ظٔخص ح٧ػٔخٍ ٧ىحء ػَٔ أكٝ َ٠طٞؿ١ ٚ٤خهظٜخ
حُظٞؿ ٚ٤حٓ٧ؼَٝ ،حُظؤًي ٖٓ إٔ أػ٠خثٜخ ٣ؼِٔٗ ٕٞلٛ ٞيف ٝحكي ٝطوْ٤٤
ٝطٞؿٌٛ ٚ٤ح حُٜيف ُِظلخػَ ٓغ حُز٤جش حُٔظـَ٤سٝ ،ربهظٜخٍ كبٕ حُظوط٢٤
حٓ٫ظَحط٤ـ٣ ٢ؼ٘ ٠ػِٔ٤ش ٣ظْ كٜ٤خ طلي٣ي ً٤ل٤ش ٍٞٛٝحُٔ٘ظٔش آُ ٠خ
طٔؼ ٠اُٝ ،ٚ٤رخُٞهض ٗلٔ ،ٚػِٔ٤ش طلي٣ي ٓخ حٌُٞٓ ١ف طو ّٞر ٚحُٔ٘ظٔش
ٗ٩ـخُ أٛيحكٜخ ٝطلو٤وٜخ .إ حُٔ٘ظٔخص حُظ ٢طؼظٔي ٓيهَ حُظوط٢٤
حٓ٫ظَحط٤ـ ٢ىحثٔخ ً ٓخ ٌٕٞ٣أىحإٛخ ػِ ٠حُٔي ٟحُزؼ٤ي أك ٖٓ َ٠ؿَٛ٤خ ٖٓ
ٓ٘ظٔخص ح٧ػٔخٍ حُظ ٫ ٢طو ّٞرؼِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـ .٢ك٤غ إٔ
حُٔظَٔٓٝ ٖ٤حُوزَحء كٌٛ ٢ح حُٔـخٍ ػِ ٠كي ٓٞحء ٣ظلو ٕٞػِ ٠إٔ
حُظوط ٢٤حٓ٫ظَحط٤ـ٣ ٢ـؼَ حُٔ٘ظٔش طًَِ ػِ ٠حٓ٫ظَحط٤ـ٤خص حَُث٤ٔ٤ش
حُظ٣ ٢ـذ اطزخػٜخ ٝح٩ؿَحءحص حُظ٣ ٢ـذ اطوخًٛخ اًح ٓخ أٍ٣ي ُٜخ إٔ طلون
حُ٘ـخفٌُُ .ي ٘٣ظَ حٌُؼ َٕٝ٤اُ ٠حُوطش حٓ٫ظَحط٤ـ٤ش ػِ ٠أٜٗخ حُؼٔٞى
حُلوَٝ ١حًَُِٔ حُؼٜزُ٘ٔ ٢ظٔخص ح٧ػٔخٍ؛ ٌُُي كبٗ٣ ٚظؼ ٖ٤ػِ ٠ؿٔ٤غ
ح٩ىحٍحص ٝح٧هٔخّ إٔ طٞكي أٗ٘طظٜخ ٓغ حُوطش حٓ٫ظَحط٤ـ٤ش حُ٘ٔ٤ُٞش
ُِٔ٘ظٔشٌُٜ .ح كخُظوط ٢٤حٓ٫ظَحط٤ـ ٢ػِٔ٤ش طَٔ ٟك ٢ؿٔ٤غ ٓلخَٛ
حُٔ٘ظٔش ،كٔخ إٔ ٣ظْ ح٩طلخم ػِ ٠حُوطش حٓ٫ظَحط٤ـ٤ش ك ٢حُٔٔظ٣ٞخص
ح٩ىحٍ٣ش حُؼِ٤خ ك ٢حُٔ٘ظٔش ،طزيأ ػِٔ٤ش حٗ٩ظ٘خٍ ٝطط َ٣ٞهط ٢حُؼَٔ
ٝح٩ىحٍحص ٝحُٞظخثقٝ ،رٌُي طظلون ٓٔخٔٛش حُـٔ٤غ كٓ ٢لَىحص ػِٔ٤ش
حُظوط ٢٤حٓ٫ظَحط٤ـٝ .٢أهَ٤حً ،إ حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حٌُ ١طوّٞ
ربٗـخُٛخ كَم ػَٔ ٣ظلِ ٠أػ٠خثٜخ رخُٔؼَكش حُٔظِٔ٤س ك ٢اطوخً حُوَحٍحص
ػخىس ٓخ ٌٕٞ٣أك ٖٓ َ٠حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حٌُ ١طو ّٞرٓ ٚـٔٞػش ٖٓ
ح٧كَحى حٌُ ٫ ٖ٣طظٞكَ ُ ْٜحُٜٔخٍحص .كلَم حُؼَٔ ػخىس ٓخ طٞكَ ػَٜ٘
حُظ٘ٔ٤ن ٝحُظٞح َٛحُٔظٔٓ ِ٤خ ر ٖ٤حُٞكيحص حُٞظ٤ل٤ش ٓٔخ ٔ٣خػيٛخ ك٢
طلي٣ي كِ ٍٞأًؼَ ٓ٬ثٔش ُِٔ٘خًَ حُظ ٢طؼظَ ٝحُٔ٘ظٔشًٔ ،خ إٔ كَم
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يحءٛ٩ح 2
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3 حٛ٩يحء
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حٛ٩يحء 4
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5 يحءٛ٩ح
Source: Bean, William C., "Strategic Planning That Makes Things Happen:
Getting From Where You Are To Where You Want To Be", Human Resource
Development Press, Inc., 1993:34.
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حٛ٩يحء 6
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7 حٛ٩يحء
اٌّغزمجً إٌّشٛد ٚرؾذ٠ذ اٌى١ف١خ اٌز٠ ٟزُ فٙ١ب ل١بط ِغز ٜٛإٌغبػ فٟ
رؾم١مٗ" (.)Federation Report,1997
إ حُٔ٘خه٘ش حُٔظؤط٤ش ٌُٜح حُظؼَ٣ق طز ٖ٤إٔ ٘ٛخى ٓـٔٞػش ٖٓ حُؼ٘خَٛ
ُظلي٣ي ٓؼ٘ٓٝ ٠يٗ ٟـخف ػِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـ .٢كٌِٔش "ػٍّ١خ
"Processط٘ َ٤اُ ٠إٔ أكي كٞحثي حُظوط ٢٤حٓ٫ظَحط٤ـ ٞٛ ٢حُ٩ظِحّ
رخُظلٌ َ٤رخُٔٔظوزَ ٝحٌُ٤ل٤ش حُظ٣ ٢ظْ رٜخ طلو٤و ٚرٌَ٘ حٓظَحط٤ـٓ ٞٛٝ ،٢خ
ٌَ٘٣اؿَحء أًؼَ رٌؼٓ ٖٓ َ٤ـَى اػيحى ٓٔظ٘ي أٝ ٝػ٤وشً( ...وطش
حٓظَحط٤ـ٤ش)ًٔ ،خ طًِ٘ٔ َ٤ش "ِغزّشح "Continuousاٍَُٟٝ ٠س
آظَٔحٍ ػِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـٝ ٢ػيّ هَٜٛخ ُظٌ ٕٞكٌَٗ ٢
اؿَحء ُؼَٔ هطش .أٓخ ًِٔش "ٔظبِ١خ "Systematicك ٢ٜطزٍَٟٝ ٖ٤س إٔ
٣ظْ حُظوط ٢٤حٓ٫ظَحط٤ـ ٢كٓ ٌَٗ ٢ـٜٞىحص َٓطزش ٓٝوٜٞىس ْ٤ُٝك٢
ٌَٗ اؿَحء ٣ظْ ط٘ل ٌٙ٤ػ٘ٞحث٤خً ،أٓخ حٗ٧وخ ٙحُٔوٜٞى ٖٓ ٖ٣ؿِٔش
"األػؼبء ِٓ اٌمبدح ٞٔ٤ُ "Guiding Membersح ً ْٛزخٍ حُٔيٖ٣َ٣
حُظ٘ل ٖ٣ٌ٤ك ٢حُٔ٘ظٔش ٝحُٞكيحص حُظخرؼش ُٜخ كوٝ ٢اٗٔخ حُٔٞظل ٕٞأ٠٣خ ً
ٝحُٔٔخٝ ٕٞٔٛحُؼٔ٬ء حٌُ ٖ٣هي ٣ ٫و ٕٞٓٞربطوخً طِي حُوَحٍحصٝ ،اٗٔخ
ُْٜ ٌٕٞ٣طؤػ َ٤ك ٢حُوَحٍحص حُظ٣ ٢ظْ اطوخًٛخ٣ٝ ،وٜي "ثبإلعشاءاد
ٚاٌؼٍّ١بد اٌّطٍٛثخ ُ "Procedures and Operationsظلو٤ن ًُي حُٔٔظوزَ
ًخَٓ ح٩ؿَحءحص ٝحُ٘٘خ١خص ارظيحءحً ٖٓ طلي٣ي أٛيحف ٝحٟلش ِ٣ٞ١ٝش
حٓ٫ي ُِٔ٘ظٔش ٓغ ططز٤ن ٗظخّ حُلٞحكِ حُ٘و٤ٜش ٝحُظ٘ظ٤ٔ٤شٝ ،طلي٣ي
حُٔٞحٍىٝ ،طط َ٣ٞحُٔٞحٍى حُزَ٘٣شٝ ،طلو٤ن حُ٘ظخثؾ حَُٔؿٞرش .أٓخ حٌُ٤ل٤ش
حُظ٣ ٢ظْ كٜ٤خ ه٤خّ ٓٔظ ٟٞحُ٘ـخف ،كبٕ حُٔ٘ظٔش طـًَُ ٟي ربٓظويحّ
ٓؼخٓ َ٤٣ؼ٘٤ش ٬ٓٝثٔش ُو٤خّ ٝطلي٣ي ٓخ اًح ًخٗض حُٔ٘ظٔش هي كووض حُ٘ـخف
حُٔطِٞد.
إ حُظوط ٢٤حٓ٫ظَحط٤ـ ٢ػِٔ٤ش ٗظخٓ٤ش ُظلي٣ي ً٤ل٤ش اٗظوخٍ حُٔ٘ظٔش ٖٓ
حُٟٞغ حَُح ٖٛأُٓ ٠ظوزِٜخ حَُٔؿٞد ،كخُظوط ٢٤حٓ٫ظَحط٤ـ ٢ػِٔ٤ش
اطوخً هَحٍحص طٔظ٘ي رخٓ٧خّ ػِٓ ٠ـٔٞػش ٖٓ حُظٔخإ٫ص: ٢ٛٝ ،
• أٗ ٖ٣لٖ حWhere are we now ٕ٥
• أَٗ ٖ٣ؿذ إٔ ٌٗWhere do we want to be ٕٞ
• ً٤ق ٓ٘ َٜاُ٘ٛ ٠خى How do we get there
• ً٤ق ٗوٓ ْ٤ي ٟطويٓ٘خ How do we Measure our Progress
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يحءٛ٩ح 8
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9 حٛ٩يحء
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حٛ٩يحء 10
10
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11 حٛ٩يحء
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حٛ٩يحء 12
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13 حٛ٩يحء
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حٛ٩يحء 14
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15 حٛ٩يحء
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حٛ٩يحء 16
16
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17 حٛ٩يحء
حٓ٧خٓ٤ش طظٔؼَّ رؼيّ ٝؿٞى ٗظخّ ػخرض ٜ٘ٓٝـًٝ ٢خَٓ ُظؤٌٙٛ َ٤١
حُؼ٬هخص.
اٌّذسعخ اٌضمبف١خ ) : (Cultural Schoolطَ ٌٙٛ ٟحُٔيٍٓش إٔ ُِؼوخكش
طؤػٝ ْٜٓ َ٤أٓخّ ػِ ٠حٓ٫ظَحط٤ـ٤ش ٝػِٔ٤خص حُظوطٝ ،٢٤إ ٌٙٛ
حُؼِٔ٤خص ٣ـذ إٔ طؤهٌ حُزؼي ح٫ؿظٔخػٝ ٢طؤػ َٙ٤ػِ ٠حُو٤خٍحص حُٜ٘خث٤ش
ُِٔ٘ظٔشٝ ،ك ٢حُلظَحص ح٧هَ٤س أػَ٤ص أ٤ٔٛش هخٛش ُـٞحٗذ حُظ٘لٌ٤
ٝحٗؼٌخٓخطٜخ ػِ ٠ح٧رؼخى حُٔوظِلش ُؼِٔ٤ش ر٘خء حُوط .٢إ ٗوطش حُوٞس
حٓ٧خٓ٤ش ُ ٌٜٙحُٔيٍٓش طظٔؼَّ رظًَ ِ٤حٛ٫ظٔخّ ػِ ٠طوخْٓ حُٔؼظويحص
ٝحُو ٖٓ ْ٤هزَ أػ٠خء حُظ٘ظ ،ْ٤كٔ٤خ ٬٣كع إٔ ٟؼلٜخ ٣ظٔؼَّ رؼيّ حُويٍس
ػِ ٠ؿؼَ ٌٙٛحُوٓ ْ٤لخٝ ْ٤ٛحٟلش رؼ٤يس ػٖ حُـٌِٔ٤ٜٓٝ ٝٞش ك٢
حُٔ٘ظٔش ُٔٝوظِق حُؼخِٓ ٖ٤كٜ٤خ.
اٌّذسعخ اٌج١ئ١خ ) : (Environmental Schoolإ ٤ٛخؿش
حٓ٫ظَحط٤ـ٤ش ٌٖٔ٣إٔ ُ٘٣ظَ اُٜ٤خ ١زوخ ً ُ ٌٜٙحُٔيٍٓش رؤٜٗخ طِو ٚىٍؿش
كَ٣ش حُٔ٘ظٔش ك ٢ػَٔ حُٔ٘خٍٝحص حُُٓ٬ش ُِظؼخَٓ ٓغ ح٧كيحع حُز٤ج٤ش،
٢ٛٝرٌٜح ح١٩خٍ ٫طزظؼي ًؼَ٤حً ػٖ حُ٘ظَ٣ش حُٔٞهل٤ش حُظ ٢طَٟ
ٍَٟٝس ا٣ـخى حَُى حُٔ٘خٓذ ُِٔٞحهق حُٔوظِلش .إ حُوخ٤ٛش حٓ٧خٓ٤ش
ك ٌٙٛ ٢حُٔيٍٓش طظٔؼَّ رويٍس حُو٤خٍ حٓ٫ظَحط٤ـ ٢ك ٢ا٣ـخى كخُش ٖٓ
حُٔطخروش ٓغ حُز٤جش حُيحهِ٤ش ٝحُوخٍؿ٤ش ُِٔ٘ظٔشٌٛ ،ح ٝإ ٗوطش حُوٞس
حٓ٧خٓ٤ش ك ٌٙٛ ٢حُٔيٍٓش طظٔؼَّ رظًَِٛ٤خ ػِ ٠حُز٤جش ٝاػطخثٜخ أ٤ٔٛش
ًزَ٤س ك ٢حٓ٫ظَحط٤ـ٤ش ٝػِٔ٤خص حُظوط ٢٤حٓ٫ظَحط٤ـ ،٢أٓخ ٟؼلٜخ
حٓ٧خٓ٣ ٢ظٔؼَّ كِٓ ٢ز٤ظٜخ ٝػيّ أهٌ ح٩ىحٍس ًٔلَى أٓخُٓ ٢ؼَٔ
حُٔ٘ظٔش ٓ ْ٤ُٝـَى حُٔؼط٤خص حُز٤ج٤ش.
اٌّذسعخ اٌز١ٌٛف١خ (اٌزشو١ج١خ) ) :(Configuration Schoolإ
حٓ٫ظَحط٤ـ٤ش ٝػِٔ٤خص حُظوط ٢٤حٓ٫ظَحط٤ـ ٢طظٔخٝ ِ٣طوظِق ُظظوٌ
أٌٗخٓ ً٫وظِلش ػزَ حُِٖٓ؛ كؼِٔ٤خص حُظوط ٌٖٔ٣ ٢٤إٔ طٌٜ٘ٓ ٕٞـ٤ش
َٓطزش ٌ٤ٓٝخٗ٤ٌ٤ش ك ٢ظَ ر٤جش ٓٔظوَسٌُٜ٘ ،خ اريحػ٤ش أ٣ٍ ٝخى٣ش طلض
ظَٝف ى٘٣خٓ٤ٌ٤شٌُُ .ي كبٕ حُظ٤ُٞق ٝحُظًَ٤ذ رٓ ٖ٤ـٔٞػش ٖٓ
حُٔظـَ٤حص ُِ٘ ١ٍَٟٝـخف طلض ٓوظِق حُظَٝف ٝحٌَُ٘ٛ .١ٝح،
ٝإ ٗوطش حُوٞس حٓ٧خٓ٤ش ُ ٌٜٙحُٔيٍٓش طظٔؼَّ ك ٢حهظ٤خٍ حٓ٫ظَحط٤ـ٤ش،
ٝػِٔ٤خص حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حُٜل٤لشٝ ،ك ٢حُٞهض حُٔ٘خٓذ
ٝحُٜل٤قٟ ٌُٖ ،ؼلٜخ حٓ٧خّ ٣ظٔؼَّ رٌٜٗٞخ ػَ٤ٟش حُٜٔ٘ؾ ًٝحص
١ز٤ؼش ػ٘ٞحث٤ش.
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حٛ٩يحء 18
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19 حٛ٩يحء
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حٛ٩يحء 20
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21 حٛ٩يحء
• طٜخؽ حُوط ٢كٟٞ ٢ء حػظوخى ٓلخى ٙإٔ ه ْ٤حُظوط ٢٤حَُثٔ٤ش ٫طوغ
كو ٢ك ٢ا١خٍ ٓ ٕٞٔ٠حُوطشٝ ،اٗٔخ طَ٘ٔ اؿَحءحطٜخ ٝأٓخُ٤زٜخ
أ٠٣خً .إ هٔ٤ش حُظوطُ ٢٤ي ٟحُٔي َ٣طظؼُِ ٖٓ ه٘ٓ ٍ٬خًٍظ ْٜك٢
حُؼِٔ٤ش حُظوط٤ط٤شٝ ،ك ٢أِٓٞد اىحٍطٜخ ٝطٞؿٜٜ٤خ ٫ٝطزو٠
ٓلٍٜٞس ك ٢ا١خٍ ٗخطـٜخ حُٜ٘خث.٢
• طِىحى حُلخؿش ُِظوطٗ ٢٤ظ٤ـش ُِو ٍٜٞحٌُ ١هي ٗ َٔ٘٣ظخّ ح٩ىحٍس،
ٝحَُهخرش ك ٢طـط٤ش ؿٞحٗذ حُؼَٔ حٓ٧خٓ٤شٌُُ ،ي كبٕ حُظوطٔ٣ ٢٤ؼَّ
ٓلخُٝش حُظوِٝ َ٤حُظوِ ٖٓ ٚكخ٫ص حُلٝ ٠ٟٞحٍ٩رخى حُظٔ٣ ٢ززٜخ
حٍُٔٞى حُزَ٘ ١ك ٢حُٔ٘ظٔش.
• ٣ظ َٜاىٍحى حُٔٔظوزَ ٗظ٤ـش كخ٫ص ػ٬ع :٢ٛٝ ،حُظؤًيٝ ،ػيّ
حُظؤًيٝ ،حُـ َٜحُظخّ٣ٝ .وخرَ ًَ كخُش ر٘ٞع ٖٓ حُظوطٓ ٢٤وظِق،
كخُظؤًي ٞ٣حؿ ٚرظوط ٢٤هخثْ ػِ ٠ك َٜحُٔٞحٍى ٝطٞؿٜٜ٤خ .أٓخ
كخ٫ص ػيّ حُظؤًي ،كظؼخُؾ ٖٟٔكخُش طوط ٢٤حُطٞحٍة ٝحُٓ٧خص،
ك ٢ك ٖ٤إٔ حُـ َٜحُظخّ هي ِٜ٣ق ُ ٚطوط ٢٤حٓ٫ظـخرش.
ٝرٌَ٘ ػخّ ،كبٕ حُظوط ٢٤حُٔٔظ٘ي اُ ٠كِٔلش حُظٌ٤ق ٣ظٔ ِ٤رخ٥ط:٢
• حُز٤جش حُٔ٠طَرش ٝحُٔؼويس ٝحَُٔ٣ؼش حُظـٔٓ َ٤خ ٜ٣ؼذ اىٍحًٜخ
ٝحُٔ٤طَس ػِ ٠كًَش ٓظـَ٤حطٜخ.
• ٣ؼي طوط ٢٤حُظٌ٤ق حٓظـخرش ُِظـَ٤حص حُلؼِ٤ش ٝحُٔلظِٔش حُظ ٢طٞحؿٚ
حُٔ٘ظٔشٝ ،ط٠ؼق ٖٓ كخػِ٤ظٜخ.
• ٍَٟٝس إٔ طٌ ٕٞحُٔ٘ظٔش َٓٗش ٖٓ أؿَ ٓٞحؿٜش ٓظطِزخص حُز٤جش.
• ٘ٛخى ٗٞػخٕ ٖٓ حُظٌ٤ق؛ ح :ٍٝ٧حُظٌ٤ق ح٣٩ـخر٣ٝ ،٢ؼ٘ ٢إٔ ٣ـَّ٤
حُ٘ظخّ ِٓ ًٚٞرخٌَُ٘ حٌُ٣ ١ـؼِ٣ ٚؼَٔ رٌلخءس أًزَ رخُز٤جش حُٔظـَ٤س،
حُؼخٗ :٢حُظٌ٤ق حُلؼّخٍ ٣ٝؼ٘ ٢إٔ ٣ـ َّ٤حُ٘ظخّ ر٤جظ ٖٓ ٚأؿَ ٍكغ ًلخءس
ِٓ ًٚٞحُلخُٝ ٢حُٔٔظوزِ.٢
أٓخ أ ْٛحٗ٫ظوخىحص حُٔٞؿٜش ُ ٌٜٙحُلِٔلش ،ك:٢ٜ
• ػيّ حُٟٞٞف حُلٌَٝ ١حُٜٔ٘ـُ ٢زؼٓ ٞؼط٤خص ٌٙٛحُلِٔلشٝ ،ػِ٠
اىحٍس حُٔ٘ظٔش إٔ طـظٜي ك ٢حٗظوخم ٓخ طَح٘ٓ ٙخٓزخ ً ٖٓ ٓ٘ظ ٍٞحُؼَٔ
ك ٢ا١خٍ ٌٙٛحُلِٔلش.
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حٛ٩يحء 22
22
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23 يحءٛ٩ح
٢يس ك٤ش ٓل٤ِٕٔ ػٌٞ٣ ٌٕٖٔ أ٣ حُٔخروش٢٤ًؽ ٖٓ ٗٔخًؽ حُظوطٞٔٗ ًَ ٕا
ِٚلؼ٣ ٫ ٓخٝ ِٚلؼ٣ ْ ٓخٜاًح طْ كٝ ،ق٤لُٜ رخٌَُ٘ حٚٓكخُش طْ آظويح
ٖٓ ٜٚٔ كٟٞ ٓٔظ٠ُخكش اٟ٩ رخ،ٍػٔخ٧ًؽ حُٔؼظٔي ٖٓ هزَ ٓ٘ظٔش حُٞٔ٘ح
ٌٍَُ٘ ح٬ كٖٔ ه.ٖ٤٤حُوخٍؿٝ ٖ٤٤ِػٔخٍ حُيحه٧غ ًَٗخء ٓ٘ظٔش ح٤ٔهزَ ؿ
٢ُُٞٔ٘ حٟٞزيأ ٖٓ حُٔٔظ٣ ٢ـ٤ٓظَحط٫ ح٢٤ق إٔ حُظوط٠ظ٣ )1-3(
Inputs ص٬ حُٔيهٟٞ ٓٔظ٠ًُ ا٫ٞٛٝ Mega ص٬َٜ حُٔل٤حٌُزٝ
٢ُ٘ٓ ُٟيٝ ي٤ حُزؼٟ حُٔي٠ِػٝ ٕ٥ٖ ح٤ِٓ حُٔظؼخ٠ُخٍ حُ٘ظخثؾ اٜ٣يف اُٜحٝ
ٟٞزيأ ٖٓ حُٔٔظ٣ ٢ٌ٤ حُظٌظ٢٤ أٓخ حُظوط.َ أًؼٝ ٓ٘ش أ30 ٠ُ ا10 ٖٓ
يفُٜحٝ Inputs ص٬ حُٔيهٟٞ ٓٔظ٠ًُ ا٫ٞٛٝ Micro ن حُٔ٘ظـخص٤حُيه
ٓظش٢ُ٘ٓ ُٟٔيٝ ٍػٔخ٧كَحى ىحهَ ٓ٘ظٔش ح٧حٝ حُلَم٠ُخٍ حُ٘ظخثؾ اٜ٣ا
ٍػٔخ٧ ح٢٤طوطٝ ش٤ـ٤ٓظَحط٫ىحٍس ح٩ٔخ إٔ ًَ ٖٓ ح٤ ك.ٖ٤ ٓ٘ظ٠َُ اٜٗأ
ن٤ حُيهٟٞ حُٔٔظ٠ًُ ا٫ٞٛٝ Inputs ص٬ حُٔيهٟٞزيإٓ ٖٓ ٓٔظ٣
ٟٞزيأ ٖٓ ٓٔظ٣ َٓ حُ٘خٟٞ حُٔٔظ٠ِ ػ٢٤ أٓخ حُظوط.Micro حُٔ٘ظـخص
Macro )َ (حُٔوَؿخص٤ حٌُزٟٞ حُٔٔظ٠ًُ ا٫ٞٛٝ Inputs ص٬حُٔيه
ُٟٔيٝ ي حُٔ٘ظٔش٤ل٣ ٖ رٔخ٤٤ء حُوخٍؿ٬ٔ حُؼ٠ُخٍ حُ٘ظخثؾ اٜ٣يف اُٜحٝ
ٖٓ زيأ٣ ١ٌُحٝ ٢ِ٤ حُظ٘ـ٢٤ حُظوط،ًَح٤أهٝ .حصٞ٘ٓ 10 ٠ُ ا3 ٖٓ ٢ُ٘ٓ
يفُٜحٝ Processes خص٤ِٔ حُؼٟٞ ٓٔظ٠ُ اInputs ص٬ حُٔيهٟٞٓٔظ
.ّع حُوخىٞٓز٧ حّٝ أٞ٤ُٖ ح٤ف رٝظَح٣ ٢ُ٘ٓ ُٟٔيٝ َٖٔ حُٔٔظ٤ٔحُظل
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حٛ٩يحء 24
إ ح٩هظ٬ف ٓخ رٔٗ ٖ٤خًؽ حُظوطٓ ٢٤خروش حًٌَُ ٌٖٔ٣إٔ ٞ٣ؿِ ك٢
ٗوطش أٓخٓ٤ش ٗ ٢ٛٝوطش حُزيح٣ش ،كل ٢حُزيح٣ش ٖٓ حُٔيه٬ص Inputsطٌٕٞ
ػِٔ٤ش حُظوط٘ٓ ٢٤ظِٔش ػِٓ ٠ـٔٞػش ٖٓ حٓ٧جِش: ٢ٛ ،
• اًح ًخٕ ُي٘ٓ ٟظٔش ح٧ػٔخٍ حُٔٞحٍى حٌُخك٤شٓ ،خ ٓ ٢ٛزَ ٓٝٝخثَ
آظويحٜٓخ رٌَ٘ أٓؼَ؟
• اًح ٓخ هخٓض ٓ٘ظٔش ح٧ػٔخٍ رٌٜح حُ٘٘خٓ ،١خ ٢ٛحُ٘ظخثؾ حُظٓ ٢ظلَٜ
ػِٜ٤خ ٓ٘ظٔش ح٧ػٔخٍ؟
أٓخ ك ٢كخُش حُزيح٣ش ٖٓ حُٔل٬ٜص Megaطٌ ٕٞػِٔ٤ش حُظوط٢٤
ٓ٘ظِٔش ػِ ٠حٓ٧جِش حُظخُ٤ش :
• اًح ٓخ أٍحىص ٓ٘ظٔش ح٧ػٔخٍ طلو٤ن حُ٘ظخثؾ حَُٔؿٞرشٓ ،خ ٢ٛأ٣ُٞٝخص
حُؼَٔ حُظ٣ ٢ـذ إٔ طو ّٞرٜخ ُظلو٤ن ٗظخثـٜخ ٟٔٝخٕ ٗـخكٜخ
حُٔٔظوزِ٢؟.
• اًح ٓخ ٍؿزض ٓ٘ظٔش ح٧ػٔخٍ رظلو٤ن ٗظخثـٜخٓ ،خ ٢ٛحُؼِٔ٤خص حً٧ؼَ
ًلخءس ٝكؼخُ٤ش ٝحُٔطِٞد ٖٓ حُٔ٘ظٔش حُو٤خّ رٜخ ُظلو٤ن ٗظخثـٜخ؟.
ٝػِ ،ٚ٤إ ح٩هظ٬ف ٓخ رٔٗ ٖ٤خًؽ حُظوط١ ٢٤زوخ ً ُ٘وطش حُزيح٣ش هي ٫
٬ٓ ٌٖٔ٣كظظٜخ ٝؿٝ َ٤حٟلش ك ٢رخىة ح ،َٓ٧ا ٫أٜٗخ ٜٓٔش ،ك٤غ إٔ
ٓـٔٞػش حٓ٧جِش حُظ ٢طظؼِن ر٘وطش حُزيح٣ش ٢ٛٝحُٔيه٬ص Inputsطظْ
أػ٘خء ػِٔ٤ش حُظو ْ٤٤رؼي هَحٍ ػِٔ٤ش َٗحء حُٔٞحٍى أ ٝططز٤ن رؼٞ
حُؼِٔ٤خص .أٓخ ك ٢كخُش حُزيح٣ش ٖٓ حُٔل٬ٜص Megaكبٕ ًُي ٣زٓ ٖ٤يٟ
أ٤ٔٛش طلي٣ي ح٩طـخ ٙحٓ٫ظَحط٤ـُ٘ٔ ٢ظٔش ح٧ػٔخٍ ك ٢طلو٤ن ٗظخثـٜخ
حَُٔؿٞرش.
copyright law.
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25 حٛ٩يحء
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حٛ٩يحء 26
26
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27 يحءٛ٩ح
.َس٤٘ٓٔظٝ ػشٕٞ٘ كٔخرخص ٓظٝىٝ ص٫غ حُلخ٤ٔ ؿ٢ كٚ٤ش حَُه٤ِ٠• أك
.ٓليىسٝ ْ ؿخٓيس٤ٛ ٓلخ٠ُٕ اًَُٞحٝ ٍٞٓ٧ى رخٝحُٔليٝ ٢َ حُٔطل٤ٌ• حُظل
.ُٞٔ٘ حٍٝرخف أ٧ي ح٤ؼٛ ٠ِح ًء ػٞٓ خػيسٜن أٍهخّ ٓظ٤ٍحء طلوٝ ًَُٞ• ح
.خٜآٌخٗخطٝ ٓؼزطخ ً ُويٍحص حُٔ٘ظٔشٝ ً٬٘ٓ – ً٬َٓ ػخ٤ِزق حُظلٜ٣ ٕ• ا
.ش٣ِ٤حُظللٝ ش٤ريحػ٩ف حَُٝ ح٠ُكظوخٍ ا٫ ح١يس ٌُِحص؛ أ٤َ حُـ٤ىحٍس ؿ٩• ح
يس٣ٗيٝ ش٣ٞ ػَٔ ه١َٝٗ َ٣ٞططٝ طظٔؼَّ رز٘خء٢حُظٝ خٓخص حُوخطِش٤ُٔ• ح
.لش٤لٛ َ٤ػخىحص ؿٝ لش٤ؼٟ ش٤ٔ٤ ػوخكش ط٘ظ٠ُٓٔظ٘يس ا
ؼش٤ز١ ٓغ٢ٗحُٔظٔخٝ خُٜ ٌحُٔ٘لٝ ٢ْ حُيحػْ ُِوط٤كظوخٍ ُِظ٘ظ٫• ح
.خٜ٤حٍىس كُٞخٍحص ح٤حُو
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يحءٛ٩ح 28
اٌّشاعغ اٌّغزخذِخ
: خ١اٌؼشث
ٓ١ؾ ث١ "فٍغفخ اٌزخط،١ٝ٬ ِْٓ ػ،َ ٓلٖٔ؛ حُٔؼيٛخ١ ،٢ حُـخُز.1
،١خىٜهظ٫ّ حِٞ ٓـِش حُؼ،"ت١ٌرغذد األعبٚ سٛخ اٌزظ٠اعزّشاس
.)1995( ،)10( حُؼيى
ٓـِش،"ٟغ١ؾ االعزشار١ "ِذخً ػبَ ٌٍزخط،.َٛخ١ ، ػزي حَُُحم.2
.)1994( ٞ٤ٗٞ٣ ،)57( حُؼيى:ٕ ِٓط٘ش ُػٔخ،١ٍىح٩ح
: ش٤ؿ٘ز٧ح
1. Ackoff, Russell, "A Concept of Corporate Planning", New
York: Wiley, (1970).
2. Anthony, Robert, "Planning and Control System", John
Wiley Boston, (1965).
3. Bean, William C., "Strategic Planning That Makes Things
Happy", Human Resources Development Press, Inc, (1993).
4. California State Department of Finance, "Strategic Planning
Guidelines", May (1998).
5. Campo, Filemon, “Business Policy and Strategy”, Chang,
Y.N., Good Year Publishing, (1980).
6. De Madariage, Salvador, "Planifier Pour éfrelibre", OCED,
Paris, (1968).
7. Federation Union Report, "The Best Practises in Strategic
Planning Based on Customers", February, (1997).
8. Hussey, David, "Corporate Planning: Theory and
Practice", Pergamen Press, Oxford, (1982).
9. Jones, Rodney, "Fundamentals of Strategic and Tactical
Business Planning", Prepared for the 2002 MAST Program,
November (2002).
10. Jones, Harry, "Preparing Company Plans: A Workbook for
Effective Corporate Planning", New York: Wiley, (1974).
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يحءٛ٩ح 30
ًاٌفظ
ؾ١خ اٌزخط١ٍّػ
ٟغ١االعزشار
2
ٟٔاٌضب
• حُٔويٓش
٢ـ٤ٓظَحط٫ ح٢٤ش حُظوط٤ٌَِٔ ػ٤ٛ •
٢ـ٤ٓظَحط٫ ح٢٤ش حُظوط٤ِٔحص ػٞ• هط
٢٤ش حُظوط٤ِٔ ػ٢ٕ كًٍٞحُٔ٘خٝ ٢٤خص حُظوط٣ٞ• ٓٔظ
٢٤خص حُظوط٣ٞٓٔظ-
٢٤ش حُظوط٤ِٔ ػ٢ٕ كًٍٞ حُٔ٘خ-
٢٤َم حُظوط١ •
َ أٓل٠ُ ا٠ِ ٖٓ أػ٢٤وش حُظوط٣َ١ -
٠ِ أػ٠ُ ٖٓ أٓلَ ا٢٤وش حُظوط٣َ١ -
حُٔوظِطش٢٤وش حُظوط٣َ١ -
٢٤ كَم حُظوط-
٢٤• ٓيحهَ حُظوط
َكن ٍى حُلؼٝ ٢٤ حُظوط-
ََ حُلخػ٤ ؿ٢٤ حُظوط-
َٓظؼيحى ُِٔٔظوز٫ٍ ح٬ ٖٓ ه٢٤ حُظوط-
ٚ٘ؼٛٝ َْ حُٔٔظوز٤ٍٜٔ حُٔزخىٍس رظ٬ ٖٓ ه٢٤ حُظوط-
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31 يحءٛ٩ح
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حٛ٩يحء 32
Introduction اٌّمذِخ
إ ًزَ كـْ حُٔ٘ظٔخص ٝط٘ٞع أػٔخُٜخ ٝاهظ٬ف ٓ٘ظـخطٜخ /هيٓخطٜخ
ٝطـط٤ظٜخ ٞٓ٧حم ٓظؼيىس ٓٝظزخػيسٓ ،خ ْٛك ٢إٔ طٌ ٕٞػِٔ٤خص حُظوط٢٤
ٓظ٘ؼزش ٝطلظخؽ اُ٣ِٓ ٠ي ٖٓ حُز٤خٗخص ٝحُٔؼِٓٞخصٜٓ ٖٓٝ ،خىٍ ٓظؼيىس.
ُوي أٛزلض حُؼِٔ٤ش حُظوط٤ط٤ش طـَ ٟك ٢ا١خٍ ٜٓ٘ـ٘ٓٝ ٢ظْٝ ،إ
ػِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢طؼ٘ ٠ػِٔ٤ش ٓ٘خًٍش طظطِذ حُيػْ حٌُخَٓ ٖٓ
حُؤش حٓ٫ظَحط٤ـ٤ش ،Strategy Apexرخٟ٩خكش اُ ٠حُٔ٘خًٍش حُلؼخُش ٖٓ
ؿٔ٤غ حُؼخِٓ ٖ٤كً ٢خكش حُٔٔظ٣ٞخص حُظ٘ظ٤ٔ٤شٝ .طـيٍ حٗ٩خٍس اُ ٠إٔ حُظوط٢٤
حٓ٫ظَحط٤ـ٣ ٢ظيحٍّ اكظ٤خؿخص ٝطٞهؼخص حُٔظؼخِٓ - ٖ٤ػٔ٬ء ٓٞظلٖ٤
ٔٓٝظؼٍَٔٞٓٝ ٖ٣ىًَٗٝ ٖ٣خء حٓظَحط٤ـٓٝ ٖ٤٤ـظٔغ – ٘ٛٝخع حُٔ٤خٓش ك٢
ٍْٓ ٝطلي٣ي ٍٓخُش ٓ٘ظٔش ح٧ػٔخٍ ٝؿخ٣خطٜخ ٓٝوخ ْ٤٣أىحءٛخًٔ .خ ٝإ حُوطش
حٓ٫ظَحط٤ـ٤ش طٞؿ٘ٓ ٚظٔخص ح٧ػٔخٍ ٝحُٞكيحص حُظ٘ظ٤ٔ٤ش ٖٓ هَ١ ٍ٬ف
ٓـٔٞػش ٖٓ حٓ٧جِش ٝح٩ؿخرش ػِٜ٤خ.
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حٛ٩يحء 34
إ حُظ٘ل ٌ٤حُلخػَ ُ ٌٜٙحُوطٞحص ٣ؼظزَ ٓليى ُِٓ٘ ْٜـخف حُؼخّ ُؼِٔ٤ش
حُظوط ٢٤حٓ٫ظَحط٤ـٝ .٢كظ ُْ ُٞ ٠طٌٖ ٘ٛخُي كخؿش اُ ٠حُظوط٢٤
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حٛ٩يحء 36
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37 حٛ٩يحء
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يحءٛ٩ح 38
٢ـ٤ٓظَحط٫ ح٢٤حُظوطٝ ش٤ـ٤ٓظَحط٫خص ح٤ أىرٚزوخ ً ُٔخ ػٌٔظ١ ٖ٤ ٖٓ اػيحى حُٔئُل:ٍئُٜح
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حٛ٩يحء 40
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حٛ٩يحء 42
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43 يحءٛ٩ح
،Micro حُؼخُغٝ ٢ٖٗ حُؼخ٤٣ٞي ٗظخثؾ حُٔٔظ٤كُٞظِحّ رظ٩ئًي ح٣ ٚٗ أ.3
.ٚو٤يف طلؤٜظ٣ ٢ش حُظ٤ُىحص حُؼخٝ ٓغ حُ٘ظخثؾ ًحص حَُٔىMacro
ٓخSynergy حُظيحإدٕٝ أٝص ٖٓ حُظؼخ٫ كخ٠٘خص طز١ٍطزخ٩ حٌٙٛٝ
٠ِش أًزَ ػ٣خ رـخٜ١ػٔخٍ رٔزذ اٍطزخ٧َ ٓ٘ظٔش حٛغ ػ٘خ٤ٖٔ ؿ٤ر
َ٤ٌطلٝ ،٢ِٔػٝ ٢ُٞٔٗ ّؼي ٗظخ٣ ٌحٛٝ ،Mega ٍٝ٧ حٟٞحُٔٔظ
.٢ِكؼٝ ٢ٓٗظخ
ٓ٘ظٔش٠ُ٘ظَ ا٣ فٞٓ ي ٖٓ كخُش حُظؤًي ٖٓ إٔ حُٔـظٔغ٣ِ٣ ٚٗ أ.4
ش٤ِٔس ط٘خك٤ٓ طؼيٌٙٛٝ .ٟيس حُٔي٤ٔش رؼ٤ق ه٤٠خ طٜٗ أ٠ِػٔخٍ ػ٧ح
.ش٤خ حُٔـظٔؼ٣خ٠ظٔخّ ُِوٕٛ اُٞؤ٣ ٫ ٖ٣ٌُٖ ح٤ٔٓوخٍٗش رخُٔ٘خك
ّٚ رٞو٣ ٕ ٓخ٧ ًُيٝ ،ّخُِٜٔ ٢ٓٞ٤ُىحء ح٨ُ ٘ش٤ُش ٓؼ٫ٔ٘ق ى٣ ٚٗ أ.5
Mega ٍٝ٧ حٟٞ حُٔٔظ٠ِش ػ٤ُش حُٔؼخ٣ رخَُإ٢َطز٣ ٌٕٖٔ أ٣ كَحى٧ح
.ي٤ حُزؼٟ حُٔي٠ِػٝ ًؿيحٝ ّٞ٤ُش ح٤ش ٗٔز٤ٔٛأٝ ثٔش٬ِٔ ر٤ٔظ٣ ١ٌُحٝ
٠ِش ػ٤ٌٗٓخ٩ حٝ حُويٍس أٚٗظٔش كبٕ ٌَُ ٗو٧ٍ حٖٞٓ ٓ٘ظٝ
قٟٞٓ ٞٛ ًٔخٝ .ٚٓـظٔؼٝ ُٚٔ٘ظٔظٝ ٚو٣َ ُل٢ـخر٣اكيحع كَم ا
.)2-2( ، )1-2( ٖ٤ُٝرخُـي
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حٛ٩يحء 44
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حٛ٩يحء 46
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47 حٛ٩يحء
ٝط٤ٟٞق ٍٓخُش ٍٝإ٣ش حُٔ٘ظٔش ٝهٜٔ٤خٝ .هي ٌٛ ٌٕٞ٣ح حُ٘وٞٛ ٚ
حُٔي َ٣حُؼخّ ُِٔ٘ظٔش ،أٍ ٝثٓ ْ٤ـِْ ح٩ىحٍس ُٜخ.
(ة) فش٠ك اٌم١بدح اٌؼٍ١بٌٛٝ :ح حُلَ٣ن ِ٣ؼذ ىٍٝحً ٜٓٔخ ً ك ٢ػِٔ٤خص
حُظوط ٖٓ ٢٤ه ٍ٬حُٔٔخػيس ك ٢ط٤ٟٞق ٍٓخُش ٍٝإ٣ش حُٔ٘ظٔش
ٝهٜٔ٤خ ،رخٟ٩خكش اُ ٠حُظِ٣ٝي رخُظـٌ٣ش حُؼٌٔ٤ش ه ٍ٬ػِٔ٤ش حُظوط.٢٤
(ط) فش٠ك اإلداسح اٌزٕف١ز٠خ ٖٓٝ :ح٧ىٝحٍ حَُثٔ٤ش ٌُٜح حُلَ٣ن ٓخ :٢ِ٣
• حُؼَٔ ٓغ حُوخثي ح٧ػِ ٠ك ٢طؼَ٣ق ٝط٤ٟٞق ٍٓ َ٘ٗٝخُش حُٔ٘ظٔش
ٍٝإ٣ظٜخ.
• ٟٝغ حٛ٧يحف ٝطلي٣ي ح٫طـخ ٙحٓ٫ظَحط٤ـُِ٘ٔ ٢ظٔش.
• ٍهخرش حُظويّ ٝحُ٘ظخثؾ حٌُِ٤ش.
(د) ِذساء اإلداساد اٌٛعط ٖٓٝ :ٝح٧ىٝحٍ حٓ٧خٓ٤ش ُٓ ْٜخ :٢ِ٣
• حُو٤خّ ريػْ حُوطش حٓ٫ظَحط٤ـ٤ش.
• حُو٤خّ ربَٗحى حُؼخِٓ ٖ٤رَٔ٘ٝع حُوطش.
• حُو٤خّ رؼَٔ ؿِٔخص ػَٔ ك ٍٞحُوطش.
• حُؼَٔ ػِ ٠طَؿٔش حٓ٫ظَحط٤ـ٤خص ٝحُـخ٣خص اُ٠ٓ ٠خٓ ٖ٤ػَٔ
ُِؼخِٓ.ٖ٤
• ط٘ٔ٤ن أٗ٘طش حُؼَٔ حُلخُ٤ش ٓغ حُوطش حٓ٫ظَحط٤ـ٤ش.
• طٞك َ٤حُظـٌ٣ش حُؼٌٔ٤ش اُ ٠كَ٣ن حُو٤خىس حُؼِ٤خ.
(٘( اٌّذ٠ش اٌّبٌ٣ٝ :ٟو ّٞرخُؼي٣ي ٖٓ ح٧ىٝحٍٜ٘ٓٝ ،خ:
• حُظوطُ ٢٤ظٞك٤ي ٓظطِزخص ٓٞحٍى حُوطش حٓ٫ظَحط٤ـ٤ش ك ٢ػِٔ٤ش اػيحى
حُٔٞحُٗش.
• حُظؼَف ػِ ٠ه٠خ٣خ حُٔٞحٍى ًحص حُؼ٬هش رخُظ٘ل ٌ٤حُلخػَ.
• ط٣ُٞغ حُٔٞحٍى حُٔوٜٜش َٓٝحهزش حٓظويحٜٓخ.
• حُظؤًي ٖٓ ً ٕٞحُِٔ٤حٗ٤ش طؼٌْ حكظ٤خؿخص طٔ َ٣ٞط٘ل ٌ٤حُوطش
حٓ٫ظَحط٤ـ٤ش.
• طلي٣ي ً٤ل٤ش حٗؼٌخّ أىحء حَُٓخُش ٓغ حُِٔ٤حٗ٤ش.
(ِ )ٚذ٠ش اٌّٛاسد اٌجشش٠خ٣ٝ :ؼظزَ ٓي َ٣حُٔٞحٍى حُزَ٘٣ش ٖٓ حُٔٔئٖ٤ُٝ
حُٔ ٖ٤ٜٔك ٢ػِٔ٤خص حُظوطِ٣ ٌُٚٗٞ ٢٤ؼذ حُؼي٣ي ٖٓ ح٧ىٝحٍ حُٜٔٔش،
ٜ٘ٓٝخ:
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حٛ٩يحء 48
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49 حٛ٩يحء
ؽشق اٌزخط١ؾ
٣ل٤ي حُؼي٣ي ٖٓ حُزخكؼ ٖ٤إٔ ٘ٛخى َ١م ٓظؼيىس ُزيء حُيٍٝس حُظوط٤ط٤ش
ك٘ٓ ٢ظٔش ح٧ػٔخٍٝ ،إ آظويحّ ٣َ١وش ٓؼ٘٤ش ٣ ٫ؼ٘ ٠حٓ٩ظـ٘خء ػٖ
حُطَم ح٧هًَٔ .ٟخ إٔ اهظ٤خٍ ٣َ١وش ٖٓ ٌٙٛحُطَم َٓطز ٢رَإ٣ش
ح٩ىحٍس حُؼِ٤خ ٝكِٔلظٜخ ك ٢حُؼَٔ ٖٓ ؿخٗذًٌُٝ ،ي حُظَٝف حُز٤ج٤ش
حُٔل٤طش رخُٔ٘ظٔش ٖٓ ؿخٗذ آهَٝ ،رٌٜح ُِ٘ٔ ٌٖٔ٣ظٔش إٔ طـ َ٤حُطَ٣وش
حُٔٔظويٓش اًح ٓخ ٝؿيص ٍَٟٝس ٌُُي .أٓخ ٌٙٛحُطَم ك: ٢ٜ
٣َ١وش حُظوط ٖٓ ٢٤أػِ ٠اُ ٠أٓلَ The Top-Down Approach
ك ٌٙٛ ٢حُطَ٣وش ٌٕٞ٣ريء حُيٍٝس حُظوط٤ط٤ش ٖٓ ح٩ىحٍس حُؼِ٤خ حُظ٢
ط٠غ حُظٞؿٜخص حُؼخٓشٝ ،حُـخ٣خص ٝحٛ٧يحف حٓ٫ظَحط٤ـ٤ش ُ٤ٜخؿخص
طوط٤ط٤ش رؼي ِِٓٔش ٖٓ حُلٞحٍ ٝحُ٘وخٕ ُـَ ٝاٗ٠خؿٜخ ٝح٫طلخم ػِٜ٤خ.
ػْ ٣طِذ ٖٓ ح٩ىحٍس حُٓٞط ٠حٗظوخم أٛيحكٜخ حُظ٘ـ٤ِ٤ش٤ٛٝ ،خؿش هط٢
حُظ٘ل ٌ٤كٟٞ ٢ء حُظٞؿٜخص حٓ٫ظَحط٤ـ٤ش ُِٔ٘ظٔش٣ٝ ،ظْ ٘ٛخ أ٠٣خ ً كٞحٍ
ٗٝوخٕ ُـَ ٝحٗظوخم ٌٙٛحٛ٧يحف ٝح٫طلخم ػِٜ٤خ ،ػْ طََٓ ٌٙٛ
حٛ٧يحف ُ٪ىحٍس حُؼِ٤خ ُـَ ٝح٩هَحٍٝ .كٟٞ ٢ء ٌٛح ح٩هَحٍ حٌُ ١هي
ٔ٣زوٗ ٚوخٕ ٝكٞحٍ ٝطؼي .َ٣طََٓ حٛ٧يحف رؼي ح٩هَحٍ ُِٗٔٔ ً٫ٝظٟٞ
ح٩ىحٍس حُٓٞطٌٛٝ ،٠ح أ٠٣خ ً ٣طِذ ٖٓ ح٩ىحٍس حُيٗ٤خ إٔ ط٠غ أٛيحكخ ً
طل٤ِ٤ٜش كٟٞ ٢ء أٛيحف ٝطٞؿٜخص حُٔٔظ٣ٞخص ح٩ىحٍ٣ش حُؼِ٤خ ،ػْ ٣ؼخى
حٛ َٓ٧ؼٞىحً ُـَ ٝح٩هَحٍ ٖٓ هزَ حُٔٔظ٣ٞخص حُؼِ٤خ ك ٢حٌَُ٤ٜ
حُظ٘ظ .٢ٔ٤إ ٌٛح حُٔيهَ ٣ؼط ٢كَ٣ش أًزَ ُ٪ىحٍس حُؼِ٤خ ُِظيهَ ك٢
حُؼِٔ٤ش حُظوط٤ط٤ش ٝطٞؿٜخطٜخٝ ،حٌَُ٘ (ِ٣ )5-2وٌٛ ٚح حُٔيهَ.
ٌَٗ (٣َ١ :)5-2وش حُظوط ٖٓ ٢٤أػِ ٠اُ ٠أٓلَ
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حٛ٩يحء 50
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51 حٛ٩يحء
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يحءٛ٩ح 52
طش٤ف حُٔلَٝزوخ ً ُِظ١ ًُيٝ ،خكشٟ٩حٝ َ٣ حُطَم هخرِش ُِظؼيٌٙٛ ٕا
.خ رخُٔ٘ظٔش٤ِىحٍس حُؼ٩ًٌُي كِٔلش حٝ ىحٍس٩رخ
copyright law.
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53 حٛ٩يحء
ِذاخً اٌزخط١ؾ
٣ل٤ي ( )Ackoff,1981رؤٕ ٘ٛخُي ط٤ٜ٘ق ُِظوطٞ٣ ٢٤كَ ٣َ١وش ٓل٤يس ُلْٜ
ػِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـٝ ٢حُظ ٢ؿخُزخ ً ٓخ ٖٓ ٌٕٞ٣حُٜؼذ ػِ٘ٓ ٠ظٔخص
ح٧ػٔخٍ إٔ طلٜٜٔخ ُٔظطِزخص ػِٔ٤ش حُظل ٍٞحٓ٫ظَحط٤ـStrategic ٢
٣ٝ .Transformationئًي Ackoffرؤٕ ٘ٛخُي أٍرؼش ٓيحهَ ٓوظِلش
ُِظوط: ٢ٛٝ ،٢٤
• حُظوطٝ ٢٤كن ٍى حُلؼَ
Reactive, Or Planning through the rear-view mirror
"Inactive, Or "going with the flow • حُظوط ٢٤ؿ َ٤حُلخػَ
• حُظوط ٖٓ ٢٤ه ٍ٬حٓ٩ظؼيحى ُِٔٔظوزَ
Preactive, Or Preparing for the Future
• حُظوط ٖٓ ٢٤ه ٍ٬حُٔزخىٍس رظ ْ٤ٜٔحُٔٔظوزَ ٘ٛٝؼٚ
Proactive, Or designing the future and making it happen
ٞٛٝحُٔيهَ حُٔل.َ٠
كخُز٘ٔزش ٌٍزخط١ؾ ٚفك سد اٌفؼً٣ ،ليع ك ٢حُز٤جخص حُٔخً٘ش ٝحُظ ٢طٌٕٞ
ُي٘ٓ ٟظٔخص ح٧ػٔخٍ حُظوِ٤ي٣ش حُٔظللظش كٜ٤خ طخٍ٣ن ٖٓ َ٣ٞ١حُ٘ـخكخص.
ك٤غ طٔ ٌٙٛ َ٤حُٔ٘ظٔخص اُ ٠حُظًَ ِ٤ػِ ٠حُٔخ ٢ٟري ٖٓ ً٫حُظًَ ِ٤ػِ٠
حُٔٔظوزًَُٝ ،ي ٖٓ هٓ ٍ٬وخٓٝش ٓطخُذ حُز٤جش حُي٘٣خٓ٤ٌ٤ش حُـي٣يسٝ ،اٜٗخ
ىحثٔخ ً ٓخ طظ٘ٞم ٗ٩ظظخٍ ػٞىس طخٍ٣وٜخ ٝػَٜٛخ حٌُٛزٝ ،٢إ ٓؼظْ
طوط٤طٜخ ٌٖٔ٣ك ٢طلخى ٟحُظـَ٤٤حص حُظ ٢طَحٛخ طليع ٖٓ كُٜٞخ.
كٔ٤خ ٓ َ٤ٔ٣يهَ اٌزخط١ؾ غ١ش اٌفبػً اُ ٠طـخ َٛحُلخؿش اُ ٠حُظوط٢٤
ٝح٩ػظٔخى ػِ ٠حُلخؿش ح٤ٗ٥ش ٓٝلخُٝش طِز٤ظٜخٝ .ك ٢حُٞهض حٌُ٣ ١ؼظزَ ٌٛح
حُٔيهَ حُ٘خثغ ُٔؼظْ حٗ٧وخ ٙك ٢اىحٍس ٗئ ْٜٗٝحُ٘و٤ٜشٝ ،اَُٗ ٚرٔخ
ِٜ٣ق ُٔ٘ظٔخص ح٧ػٔخٍ حُٜـَ٤س ًٝحص حُ٤ٜخًَ حُزٔ٤طش كيحً ،كبٗ ٚطظَطذ
ػِ ٚ٤ىٍؿش ًزَ٤س ٖٓ حُٔوخَ١س ٖٓٝ .حُـي َ٣رخًٌَُ إٔ ٓؼَ ٌٛح حُٔيهَ
ٖٓ ؿ َ٤حُٔلظَٔ إٔ طظَطذ ػَِٓ ٚ٤ىٝىحص ا٣ـخر٤ش ًزَ٤س ػِ ٠حُٔيٟ
حُزؼ٤ي٬٣ٝ .كع إٔ أؿِذ ٓ٘ظٔخص ح٧ػٔخٍ طٔظويّ حُٔيهَ حُؼخُغ
ُِظوطٓ ٞٛٝ ،٢٤يهَ اإلعزؼذاد ٌٍّغزمجً ،ك٤غ إٔ ٌٛح حُٔيهَ حُٔخثي
copyright law.
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حٛ٩يحء 54
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55 يحءٛ٩ح
copyright law.
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يحءٛ٩ح 56
اٌّشاعغ اٌّغزخذِخ
: خ١اٌؼشث
: ش٤ؿ٘ز٧ح
22. Ackoff, Russell, "Creating the Corporate future", New York:
John Wiley, (1981).
23. Below, Patrick J.; Morrisey, Georgel L.; Acomb, Bellg L., "The
Executive Guide to Strategic Planning", Jossey-Bass
Publishers, (1987).
24. California State Department of Finance, "Strategic Planning
Guidelines", May (1998).
25. Denise, Lindsey W., "Strategic Management for Senior
Leaders: A Handbook for Implementation ", Department
of the Navy Total Quality Leadership Office, (2002).
26. Hamel, Gary & Prahalad, C.K., "Strategic Intent", Harvard
Business Review, May-June, (1989).
copyright law.
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57 يحءٛ٩ح
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يحءٛ٩ح 58
ًاٌفظ
ٖف االرغب٠رؼشٚ ذ٠رؾذ
ٟغ١االعزشار
4
اٌشاثغ
• حُٔويٓش
ٍػٔخ٧ش ُٔ٘ظٔخص ح٤ِش حُٔٔظوز٣• حَُإ
ٍػٔخ٧ش ُٔ٘ظٔخص ح٤ٔ٤ٓش حُوٞ• حُٔ٘ظ
ش ُِٔ٘ظٔخص٤ـ٤ٓظَحط٫يحف حٛ٧حٝ خص٣• حُـخ
ش٤ـ٤ٓظَحط٫خص ح٣حُـخ-
ش٤ـ٤ٓظَحط٫يحف حٛ٧ ح-
ٔش٤ش حَُث٤ـ٤ٓظَحط٫ٍ حٝ• حُٔلخ
copyright law.
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59 يحءٛ٩ح
copyright law.
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حٛ٩يحء 60
Introduction اٌّمذِخ
إ ػِٔ٤ش طلي٣ي ح٩طـخ ٙحٓ٩ظَحط٤ـُ٘ٔ ٢ظٔش ح٧ػٔخٍ رٌَ٘ ٝحٟق
ٝىه٤ن طٔؼَ حُٜٔٔش حٓ٧خٓ٤ش ٝحُِ ٠ُٝ٧و٤خىس حُؼِ٤خ ك ٢طِي حُٔ٘ظٔشًُ ،ي
إٔ كؼخُ٤ش طلي٣ي ح٩طـخ ٙرؼزخٍحص رٌَ٘ ٓظٌخَٓ طؼظٔي ػِٓ ٚ٤وظِق ح٘ٗ٧طش
ح٧هَ ٟك٘ٓ ٢ظٔش ح٧ػٔخٍ ٖٓ طلي٣ي حٛ٧يحف ُِ٪ىحٍحص حُٔوظِلش
ٝاهظ٤خٍ حٓ٫ظَحط٤ـ٤خص ٟٝٝغ حُوط ٢حُؼِٔ٤ش ٝطو ٚ٤ٜحُٔٞحٍى
ٓٝوظِق ح٘ٗ٧طش ح٧هَ .ٟإ ًلخءس ح٧ىحء ُ٪ىحٍحص ٝح٧هٔخّ
ٝحُٔـٔٞػخص ٝح٧كَحى ٣ؼظزَ اٗؼٌخٓخ ً ٓ٘طو٤خ ً ١ٝز٤ؼ٤خ ً ُيهش ٝكخػِ٤ش طلي٣ي
ح٩طـخ ٙحٓ٫ظَحط٤ـُ٘ٔ ٢ظٔش ح٧ػٔخٍ .إ حُزلغ ػٖ حُٔزذ حَُث٢ٔ٤
ُ٨ىحء حُ٠ؼ٤ق ٘٣طِن ٖٓ كل ٚحُظٞؿ ٚحٓ٫ظَحط٤ـ ،٢ك٤غ إٔ ؿٔٝٞ
ٌٛح حُظٞؿ٘٣ ٚؼٌْ ِٓزخ ً ػِ ٠ؿٞحٗذ ح٧ىحء حُٔوظِلشٍٝ .ؿْ ح٩هظ٬ف ٓخ
ر ٖ٤حُزخكؼ ٖ٤ك ٢طَط٤ذ ٌٓٗٞخص ح٩طـخ ٙحٓ٫ظَحط٤ـُ٘ٔ ٢ظٔش ح٧ػٔخٍ ا٫
أٗ٣ ْٜظلو ٕٞػِ ٠إٔ ٌٙٛحٌُٔٗٞخص طظٔؼَ رَإ٣ش ٓ٘ظٔش ح٧ػٔخٍ ٍٓٝخُظٜخ
٫ٝثلش حُو ْ٤حٓ٧خٓ٤ش كٜ٤خ ٝؿخ٣خطٜخ ٝأٛيحكٜخ حٓ٫ظَحط٤ـ٤ش ،كوي أٗخٍ
رؼ ٞحُزخكؼCollins & ( ، )Certo & Peter,1995:53-73( ٖ٤
)Porras,1996:66-77اُ ٠إٔ ح٩طـخ ٙحٓ٫ظَحط٤ـ٣ ٢زيأ أ ً٫ٝرظلي٣ي حَُإ٣ش
حُٔٔظوزِ٤ش ُٔ٘ظٔش ح٧ػٔخٍ ،Visionػْ ك ٢ا١خٍ ٌٙٛحَُإ٣ش طليى ٍٓخُش
حُٔ٘ظٔش ٝ ،Missionحُظ ٢طٔؼَ ٓزٍَ َٝ٘ٓٝػ٤ش ٝؿٞى ٓ٘ظٔش ح٫ػٔخٍ،
ٝك ٢ا١خٍ ًَ ٖٓ ٍإ٣ش ٍٓٝخُش ٓ٘ظٔش ح٫ػٔخٍ ٣ظْ طلي٣ي ه ْ٤حُٔ٘ظٔش
ٝ Valuesحُ ًٔؼزَس ػٖ طؼخَٓ ٓ٘ظٔش ح٧ػٔخٍ ٓغ ًخكش حَ١٧حف حُيحهِ٤ش
ٝحُوخٍؿ٤شٝ ،أهَ٤حً ،ط٘ظن حُـخ٣خص ٝحٛ٧يحف حٓ٫ظَحط٤ـ٤ش Strategic
ٝ ،Goals and Objectivesحُظ ٢طظلَع ٜٓ٘خ ٫كوخ ً أٛيحف ُٔوظِق
حُٔٔظ٣ٞخص ح٩ىحٍ٣شٝ ،ربهظ٬ف ٓي٣خطٜخ حُِٓ٘٤ش .إ حُلي٣غ ػٖ ح٩طـخٙ
حٓ٫ظَحط٤ـُ٘ٔ ٢ظٔش ح٧ػٔخٍ ٣ؼظزَ أكي ٌٓٗٞخص ػِٔ٤ش حُظوط٢٤
حٓ٫ظَحط٤ـ٘٣ٝ ،٢يٍؽ طلض ٓؼخَ٤٣حُظٔ ِ٤ك ٢ح٧ػٔخٍ . Excellence
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61 حٛ٩يحء
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حٛ٩يحء 62
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63 يحءٛ٩ح
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يحءٛ٩ح 64
ظطِذ ٖٓ هخىس٣ ،٢و٤ٍ كوٞ ٓ٘ظ٠ُش ا٣س حٌُخٓ٘ش َُِإٞإ طَؿٔش حُو
.خِٜٔش ػ٤ل٤ًٝ ش٣ش َُِإ٤ٓٓخ٧ حٚخثٜح حُوِٝ٤ٔ٣ ٕػٔخٍ أ٧ٓ٘ظٔخص ح
َع ٖٓ حُٔ٘خًٍش ػزٞ٘ ر٠لظ٣ ٕػٔخٍ أ٧ش ٓ٘ظٔش ح٣َ ٍإ٣ٞظطِذ طط٣ٝ
ػخٍس٪ُ ُيسٞٓ ش٣ـؼَ ٖٓ حَُإ٣ ٌحٛٝ ،خٜ٤ِٓػخٝ خٜاىحٍحطٝ خٜكيحطٝ ٓوظِق
ٕ أ٠ُ) اKotter, 1996:72 ( َ حُزخكغ٤٘٣ ،ٚ٤ِػٝ .ُّظِح٩حٝ ّحُلٔخٝ
: ش٤ُلخص حُظخٛحُٞٔخ حٜ٤كَ كٞش حُلؼخُش طظ٣حَُإ
جش٤ٛ َ٤ٌٖٔ طو٣ ٢ٍس حُظُٜٞ ح١ أ:Imaginable خ١ٌب١ اٌخ.1
َحُٔٔظوز
.خُٜ٬ٖٓ ه
ٍ كجخصٞطؤَٓ ػوٝ دِٞرش طـظٌد ه٬ ه:Desirable خ١ اٌغبرث.8
.ْٜ٤ٗأٓخٝ ْٜكخطٞٔ١ ٖخ ػَٛ٤ٍ طؼز٬ٖ ٖٓ ه٤ِٓحُٔظؼخ
خٛٞحٍى ٗلُٞٔحٝ ىِٜٞحُـ٤ًٌَٖٔ ط٣ لشٟحٝ :Focused ض١ اٌزشو.0
.ٕ طَىىٝخ ريٜٓ أٓخ٠ِاطوخً حُوَحٍحص ػٝ
ٔٔق٣ ش رٔخ٣ٞ٤حُلٝ ش٤ُُٞٔ٘حٝ ش٤ٓٞٔق رخُؼٜ طظ:Flexible ٔخٚ اٌّش.7
طلي٫ خٜٗ كبٚٔهض ٗلُٞ ح٢كٝ خ ًوخػيس ُٔزخىٍحص ٓليىسٜٓربٓظويح
.َخ ػ٘ي حُلخؿش ُزيحثٜٓخص آظويح٤ٖٗٓ آٌخ
copyright law.
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65 حٛ٩يحء
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يحءٛ٩ح 66
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67 حٛ٩يحء
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حٛ٩يحء 68
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69 حٛ٩يحء
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حٛ٩يحء 70
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71 حٛ٩يحء
Source: Goodstein, Leonard D., et…al, “Applied Strategic Planning: How to
develop a plan that really works”, McGraw – Hill Co., (1933).
ٓـخًح What؟
أ ١حُو٤خّ رظلي٣ي ٝطؼَ٣ق ح٫كظ٤خؿخص حُظٞٓ ٢ف طلخ ٍٝحُٔ٘ظٔش
طِز٤ظٜخ ٖٓٝ .حُٔ ْٜؿيحً طلخى ١حُٞهٞع رلخُش " لُظش إٌظش أ ٚإٌظشح
األؽبد٠خ "Marketing Myopiaك ٢ح٫ؿخرش ػِٓ ٠ؼَ ٌٛح حُٔئحٍ؛ ًٔخ
حٗ ٖٓ ٚحُٔ ْٜح٠٣خ ً ػيّ هز ٍٞحُظلِ٬٤ص حُٜٔط٘ؼش ُِؼَٔ حٌُ ١طٔخٍٓٚ
حُٔ٘ظٔش .
حٕ هُ َٜحُ٘ظَ أ ٝحُ٘ظَس ح٧كخى٣ش ٣يكغ رخُٔ٘ظٔش حُ ٠حُظؼخَٓ ٓغ
حُٔئحٍ رـ"ِبرا " ٖٓ ك٤غ حُِٔغ ح ٝحُويٓخص حُٔٞكََّس ٖٓ ْ٤ُٝك٤غ
ح٫كظ٤خؿخص حُٔطِٞد طِز٤ظٜخ .حٕ حُظلٌ َ٤رٔخ٤ٛش ح٫كظ٤خؿخص حُظٓ ٢ظلخٍٝ
حُٔ٘ظٔش طِز٤ظٜخ ُِؼٔ٬ء ٣ـذ حٕ ٣ـؼَ ٖٓ ٓ٘ظٔش ح٧ػٔخٍ حًؼَ طلٔٔخ ً
رخُظؼ َّف ح ٢ُٝ٧حُٞحٟق ػِ ٠طِي ح٫كظ٤خؿخص ٝحَُٔحهزش حُٔٔظَٔس ُٜخ .
ٓٝغ طـ َّ٤طِي ح٫كظ٤خؿخص ٖٓ ،حُٔلظَٔ ؿيحً حٕ طظٞؿ ٚحُٔ٘ظٔخص حُظ٢
طؼ ٢طِي ح٫كظ٤خؿخص حُ ٠ططِٓ َ٣ٞغ ٝهيٓخص ؿي٣يس ُظِز٤ش ح٫كظ٤خؿخص
حُ٘خٗجش ُي ٟػٔ٬ثٜخ ٝ ،حٜٗخ ٖٓ ؿ َ٤حُٔلظَٔ حٕ طٜ٘ي طوخىٓخ ً ك ٢ػِٜٔخ
ٓٝ.غ ًُي ،كخٕ ٓـَى طؼَ٣ق حُو٠خ٣خ حُظ ٢طلظ ١ٞػِ ٠حُٔئحٍ رـ " ِبرا
" ٖٓ ك٤غ ح٫كظ٤خؿخص ٟٔ ٌَ٘٣ ٫خٗخ ً رخُ٘ـخف .كٌُي حُظؼَ٣ق ٌٖٔ٣حٕ
٣وٞى حُ ٠حُ٘ـخف – ٓؼِٔخ ٢ٛحُلخٍ ػ٘يٓخ طًََٗ ٟخص حُ٘لٗ ٢لٜٔخ رخٜٗخ
طؼَٔ ٓ ٖٟٔـخٍ حُطخهش ْ٤ُٝك٣َٜخ ً ٓ ٖٟٔـخٍ حُ٘لٗ ٖٓٝ . ٢خك٤ش
copyright law.
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حٛ٩يحء 72
حهَ ، ٟػ٘يٓخ ٘ٛ ٌٕٞ٣خُي طؼَ٣ق ُِؼَٔ رٌَ٘ أٓٝغ ٖٓ حُ ، ُّ٬كخٗٚ
ٌٖٔ٣حٕ ٣وٞى حُ ٠حُلَ٘ – ٓؼِٔخ ٢ٛحُلخٍ ،ػ٘يٓخ طؼظزَ ًَٗخص حُ٘ل٢
ٗلٜٔخ رخٜٗخ طؼَٔ كٓ ٢ـخٍ حُٔٞحٍى حُطز٤ؼ٤ش .
ٝطلخ ٍٝحُٔ٘ظٔخص حُ٘خؿلش حُظؼ َّف ػِ ٠حُِٔغ ٝحُويٓخص حُٔطخروش
ُِوٝ ْ٤حُظ ٢طِز ٢حكظ٤خؿخص ػٔ ّٞحُـٔ ٍٜٞك ً٬٠ػٖ حكظٞحءٛخ ٌُٜٙ
ح٫ػظزخٍحص ك٤ٛ ٢خؿش ر٤خٕ ٍٓخُظٜخ ٖٓٝ .ر ٖ٤حُو٠خ٣خ حُٜٔٔش ٝحَُث٤ٔ٤ش
ك٤ٛ ٢خؿش ر٤خٕ حَُٓخُش ٢ٛطلو٤ن كخُش ح٫ؿٔخع كٓ ٍٞي ٟحطٔخع حٝ
٤ٟن ح٫ؿخرش ػِ ٠حُٔئحٍ حٌُ٣ ١ظًِٔ ٖٔ٠ش " ٓخًح "ٌٛ .ح ٝحٕ كو٤وش حٕ
حُو ْ٤حُٔظؼِوش رو ٝٞحُٔوخٝ ،َ١طلخى ١حَُٜحػخصٝ ،حُ٘ٔ ٞطـخ ٙحَُرق
َٓػخٕ ٓخ طظ َٜرٟٞٞف ه ٍ٬ػِٔ٤ش ٤ٛخؿش ر٤خٕ حَُٓخُش.
ٖٓ Who؟
الجانب الثاني ضمن عممية صياغة الرسالة يكمن في التعرف عمى من هي
األسواق التي ستحاول منظمة االعمال تمبية طمباتها واحتياجاتها .وال توجد هنالك
منظمة ،بصرف النظر عن حجمها ،يمكن ان تمبي احتياجات جميع العمالء
المحتممين .وقميل جداً من المنظمات تكون بالحجم الذي يكفي لتمبية طمبات الجميع،
وذلك الن لكل عميل احتياجاته الخاصة ،وبذلك يكون هناك تفاوت كبير في
االحتياجات التي يتعين عمى المنظمات تمبيتها .ان صياغة بيان الرسالة يتطمب
التعرف الواضح عمى جزء معين من اجمالي قاعدة العمالء التي تشكل السوق
الرئيسي لممنظمة .وان عممية تصنيف السوق المستهدف الفعمي والمحتمل يطمق
عميها اسم " تجزئة السوق ." Market Segmentation
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73 حٛ٩يحء
و١ف How؟
حُٔئحٍ حُؼخُغ حٌُ٣ ١ظ٘خ ُٚٝر٤خٕ حَُٓخُش ُ٣ؼ٘ ٠رخٌُ٤ل٤ش حُظٓ ٢ظلخ ٍٝرٜخ
حُٔ٘ظٔش طلو٤ن ؿخ٣خطٜخ ؛ ٓؼَ ٓخ ٢ٛحُظو٘٤خص حُظ٤ٓ ٢ظْ حٓظويحٜٓخ ٖٓ هزَ
حُٔ٘ظٔش ك ٢طِز٤ش ح٫كظ٤خؿخص حُظ٣ ٢ظْ حُظؼَف ػِٜ٤خ كٞٓ ٢هٜخ ٌٖٔ٣ٝ.حٕ
٘٣ظَٔ ٓئحٍ حُـ " ً٤ق " ػِ ٠حٓظَحط٤ـ٤ش طٔ٣ٞن ٓؼ٘٤ش ٓؼَ ٗ٤ش حُٔ٘ظٔش
كَ١ ٢ف ٓ٘ظؾ ٓ٘ول ٞحٌُِلش ،ح ٝطٞكَ ٓ٘ظـخص حريحػ٤ش ؿي٣يس ،ح ٝطٞكَ
ٓ٘ظـخص ًحص حػظٔخى٣ش ٞٓٝػٞه٤ش حًؼَ ؛ ًٔخ حٗ ٌٖٔ٣ ٚحٕ ٘٣ظَٔ ػِ٠
حٓظَحط٤ـ٤ش ط٣ُٞغ ٓؼ٘٤ش ٓؼَ حٟخكش ٓوخُٕ حٔٓ ٝظٞىػخص حهِ٤ٔ٤ش ح ٝطويْ٣
ػَ ٝٝحٌُظَ٤ٗٝش ٖٓ ه ٍ٬حُلخٓزخص ؛ ك ً٬٠ػٖ حٗ ٌٖٔ٣ ٚحٕ ٘٣ظَٔ
ػِ ٠حٓظَحط٤ـ٤ش حُظٔ٣ٞن رخُزَ٣ي حُٔزخَٗ ٓؼَ حُز٤غ حُٔزخَٗ ح ٝحُظٔ٣ٞن
ػٖ ٣َ١ن ح٫طٜخ٫ص ًٌُٝ .ي ٌٖٔ٣حٕ ط٘ظَٔ ٌٙٛحُو٤٠ش ػِ ٠أ١
طٌِ٘٤ش ٓظ٘ٞػش ٖٓ حُؼِٔ٤خص حُظُِ٘ٔ ٌٖٔ٣ ٢ظٔش ٖٓ هُٜ٬خ حٕ ططٍٞ
ٝط٘ظؾ ٝطٔ ّٞم ٝطِّْٔ حُٔ٘ظـخص ح ٝحُويٓخص حُٓ ٠ـٔٞػش ٓؼَٝكش ٖٓ
حُٔٔظ ٖ٤ٌِٜح ٝحُؼٔ٬ء ٝ .ػِ ٠اكظَح ٝإٔ ٘ٛخُي حؿخرش َٓ٣ؼش ٝؿخِٛس
ػِٔٓ ٠ؤُظٓ" ٢خًح " " ٖٓ " ٝك ٢ػِٔ٤ش حُظوط ، ٢٤كخٕ ح٫ؿخرش ػِ٠
ٓئحٍ " ً٤ق " ٌٖٔ٣حٕ طؼ٘ٓ َ٤خًَ ؿٓ َ٤ظٞهؼش .كؼِٓ ٠ز َ٤حُٔؼخٍ ،ك٢
حكي ٟحُٔ٘ظٔخص ح٤ِٛ٫ش حٌُزَ٤س حُظ ٢طٜيف حُ ٠طول٤ق حٝ ّ٫٥حُٔؼخٗخس
حُظ ٢ط٘ـْ ػٖ َٓٓ ٝؼٝ ، ٖ٤ه ٍ٬ػِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـ ، ٢ظَٜ
٘ٛخى ػيّ حطلخم ًز َ٤ر ٖ٤حُٝجي حًٌُ ٖ٣خٗٞح َ٣ؿز ٕٞك ٢طٌَ ْ٣ؿٔ٤غ
ٓٞحٍى حُٔ٘ظٔش ُيػْ ؿخٗذ حُزلغ حٓ٫خٓٝ ٢حُُ ١ٍَٝ٠ظلي٣ي ٝحُحُش
ٓزذ حَُٔٝ ، ٝحُٝجي حًٌُ ٖ٣خٗٞح َ٣ؿز ٕٞح٠٣خ ً رٟٞغ ؿِء ًزٖٓ َ٤
ٌٙٛحُٔٞحٍى حُٔخُ٤ش حُ ٠طٞك َ٤حُيػْ رٔخ كًُ ٢ي حُؼ٘خ٣ش حُطز٤ش ٝحُظَٔٞ٣
ُٝ٧جي حًٌُ ٖ٣خٗٞح ح ً٬ٛهي ح٤ٛزٞح رخَُٔ.ٝ
copyright law.
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حٛ٩يحء 74
ُٝطخُٔخ ًخٕ ٌٛح ح٫هظ٬ف حُـ ٌَ٘٣ ١َٛٞػخَٓ ٓ٣ ْٜئػَ ك٢
ػِٔ٤خص حُٔ٘ظٔش ،كبٕ ٌٛح ح٩هظ٬ف ُ٣ل َْٔ كو ٢رؼي طل ِٚ٤ٜرٌَ٘ ٝحٟق
ػِ١ ٠خُٝش حُظوط ٢٤حٓ٫ظَحط٤ـٝ . ٢حُـخٗذ حُٔ ْٜح٫هَ ُٔٔؤُش " ً٤ق "
ك ٢ر٤خٕ حَُٓخُش ٘٣ظَٔ ػِ ٠ح٫هٌ ر٘ظَ ح٫ػظزخٍ ٓيهَ حً٫ظٔخد ٓٝيهَ
حٗ٫يٓخؽ .كؼِٓ ٠ز َ٤حُٔؼخٍ ،حٕ حُ٘ٔ ٞح ٝحُيه ٍٞحُ ٠هط ١ٞػَٔ ؿي٣يس
٣ؼظزَ ؿخٗذ ٓ ٖٓ ْٜحُوطش حٓ٫ظَحط٤ـ٤ش ٌٌٛٝ ،ح ؿخُزخ ً ٓخ ٝ ٌٖٔ٣رُٜٔٞش
ًزَ٤س طلو٤ن ٓؼَ ٌٛح حُ٘ٔ ٖٓ ٞه ٍ٬حً٫ظٔخد ح ٝحٗ٫يٓخؽ ٣ٝـذ
طً ٚ٘٤ٔ٠ـِء ٖٓ ػ٘ٞحٕ " ً٤ق" ٖٟٔر٤خٕ ٍٓخُش حُٔ٘ظٔش ك٣َ١ ٢وٜخ
ٗل ٞحُ ٍٞٛٞحُ ٠حُٔٔظوزَ حُٔؼخُ. ٢
ٌّبرا Why؟
حٕ حُٔئحٍ ػٖ ٓزذ حىحء حُٔ٘ظٔش ُِٞظخثق حُظ ٢طو ّٞرٜخ ًؼَ٤حً ٓخ
ٖٓ ٌَُ ْٜٓ ٌٕٞ٣حُٔ٘ظٔخص حُٜخىكش َُِرق ٝحُٔ٘ظٔخص ؿ َ٤حُٜخىكش َُِرق
ٝ .ط٘ؼَ حٌُؼ ٖٓ َ٤حُٔ٘ظٔخص رخٜٗخ رلخؿش حُ ٠ط ٖ٤ٔ٠ػٔش ر٤خٕ رٔ٢٤
كٓ ٍٞزٍَ ٝؿٞىٛخ ًـِء ٖٓ ر٤خٕ ٍٓخُظٜخ ٌٖٔ٣ٝ .حٕ طظًِٔ َٜش "
ُٔخًح " كٓ ٢ؼِغ حُؼ٬هش ُٓ٬جِش رخٌُِٔخص " ٓخًح ٤ً ٝ ، َٖٓ ،ق " ُظلظَ
حُٔل ٍٞحًَُِٔ ٌُٜٙ ١حُؼ٬هش .كل ٢هطخع حُٔ٘ظٔخص ؿ َ٤حُٜخىكش َُِرق ،
ٗ٬كع حٕ ًَِٓ حُو٤خىس ح٫ريحػ٤ش كٔٗ ٢خٍ ًخٍ٘٤ُٝخ ٣و " : ٍٞحٕ ٍٓخُظ٘خ
طٌٖٔ ك ٢ط٘ـ٤غ ٝطط َ٣ٞه٤خىس حريحػ٤ش ٝحىحٍس كخػِش ُِٜٔلش حُٔـظٔغ
ًٌَ "؛ ٝحٕ ٓؼَ ٌٛح حُز٤خٕ ٝؿ ٖٓ َٙ٤حُز٤خٗخص حُٔٔخػِش ًؼَ٤حً ٓخ طٌَ٘
ٗظ٤ـش ١ز٤ؼ٤ش ُٔٔق حُو ْ٤ػِ ٠حُٔٔظ ٟٞحُظ٘ظٝ ،٢ٔ٤حٕ ػِٔ٤ش حُظوط٢٤
حٓ٫ظَحط٤ـ ٢حُلخػِش ط٘ـغ ػِ ٠طٓ ٖ٤ٔ٠ؼَ ٌٛح حُز٤خٕ.
ٝػٔٓٞخ ً ،كخٕ ر٤خٕ حُٔزذ رٌِٔش " ُٔخًح " ٣ـؼَ ٖٓ حُٔ٘ظٔش هخىٍس ػِ٠
ٟٝغ ٓخ طو ّٞر ٚك ٢ح١خٍ ٓـظٔؼٝ ٢طٞك َ٤طًَٛٝ ْٜٓ ِ٤خىف ؿيحً
ُ٘٘خ١خطٜخ ًِٔٝ .خ طؼِٔ٘خ حًؼَ كٌُٞٞ٤ٓ ٍٞؿ٤خ حُؼَٔ ٝح٤ٔٛش حُظِحّ حُؼخِٖٓ٤
ٍٟٝخٜ٣ ، ْٛزق ى ٍٝر٤خٗخص ط٤ٟٞق حُٔزذ حًؼَ ح٤ٔٛش ٖٓٝ ،ؿخٗذ آهَ
ً ،ؼَ٤حً ٓخ ٞ٣حؿ ٚحٓ٫ظ٘خٍ ٕٞ٣ر٤خٗخص ٍٓخُش ًحص ٝؿٞى ٓٔزن ًٝخٗض طٔؼَ
ٗظخثؾ ػِٔ٤خص ط٘ظ٤ٔ٤ش ٓخروش ٝ .رـ ٞحُ٘ظَ ػٖ ؿٞىس ر٤خٕ حَُٓخُش ًٝ
حُٞؿٞى حُٔخرن ح ٝكخثيط ٚحُٔلظِٔش ،كخٕ حُٔ٘ظٔخص طلظوَ ًؼَ٤حً ك ٢حٓظ٬ى
ٓؼَ ٌٙٛحُز٤خٗخص ٝ .ؿي َ٣رخًٌَُ حٕ حًؼَ حُٔيحهَ ح٤ٔٛش ٝكخثيس ٝحُظ٣ ٢ظؼٖ٤
حطوخًٛخ ٓ ٞٛـَى ح٫هَحٍ رٞؿٞى ٓؼَ ٌٙٛحُز٤خٗخص ٓٝلخُٝش ٤ٛخؿش ر٤خٕ
ٍٓخُش ؿي٣ي ٔ٣ؼَ حُٔٔظوزَ حُٔ٘٘ٞى حٌُٞٓ ١ف طؼَٔ ٗل ٙٞحُٔ٘ظٔش ٝ .رؼي
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75 حٛ٩يحء
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حٛ٩يحء 76
حُ٩ظِحّ رٜخ ٖٓٝ ،ػْ ٓٞف طٌُ ٕٞي ْٜ٣حُويٍس ػِ ٠اطوخً هَحٍحص طيػْ
ٌٙٛحُٔؼخ ٖٓٝ ،َ٤٣ه ٌٙٛ ٍ٬حُوٞٓ ْ٤ف ٘٣ؼَ ٕٝرؤ٤ٔٛظ ْٜك ٢حُٔ٘ظٔش
ٞٓٝف طؼخٍ ىحكؼ٤ظ ٕ٧ ْٜحُل٤خس ك ٢حُٔ٘ظٔش ٓٞف طٜزق ًحص ٓؼ٘٠
رخُ٘ٔزش ُ ،ْٜأ ١أٜٗخ طئى ١اُ ٠ا٣ـخى ٗؼ ٍٞرخُ٣ٜٞش رخُ٘ٔزش ُ٨كَحى
حُؼخِٓ ٖ٤ك ٢حُٔ٘ظٔشٝ ،طٜزق حُو ْ٤كو٤وش ك ٢ػو ٍٞػيى ًزًٔ .ْٜ٘ٓ َ٤خ
طظِو ٚحُو ْ٤رٔخ : ٢ِ٣
• طؼَٔ ًٔؼخُ َ٤٣ظٞؿ ٚ٤ػِٔ٤ش اطوخً حُوَحٍ ػِ ٠ؿٔ٤غ حُٔٔظ٣ٞخص
ح٩ىحٍ٣ش.
• طؼظزَ أىٝحص ٓئػَس ُظـ َ٤٤حُؼوخكش حُٔئٓٔ٤ش حُٔخثيس.
• طؼَٔ ػِ ٠طلل ِ٤حُؼخِٓٝ ٖ٤اُظِحٓ ْٜرخُؼَٔ.
• طؼزَ ػٖ حُٔؼظويحص حٓ٧خٓ٤ش ك ٍٞأك َ٠حُٔٔخٍٓخص حُظ٣ ٢ـذ
أىحءٛخ ٖٓ هزَ حُؼخِٓ.ٖ٤
• طٞؿ ٚحُوخىس ٗل ٞر٘خء حُ٤ٜخًَ ٝطٝ ْ٤ٜٔطط َ٣ٞحٗ٧ظٔش ٝحُٜٔخٍحص
حُٔطِٞرش ٖٓ أؿَ طلو٤ن حَُإ٣ش حُٔٔظوزِ٤ش.
إ ٝؿٞى ه٘ٓ ْ٤ظًَش ٔ٣ظي ُ َٔ٘٤ؿٔ٤غ ٗٞحك ٠حُٔ٘ظٔش ،كخُٔ٘ظٔخص حُظ٢
طٔظِي ه٘ٓ ْ٤ظًَش ه٣ٞش طٔ َ٤اُ ٠ػٌْ طِي حُو ْ٤ك ٢ط ْ٤ٜٔحُظ٘ظ ْ٤حَُٓٔ،٢
ًٔخ إٔ ٌٙٛحُو ْ٤ط٘ َ٤آُ ٠خ٤ٛش أٞٗ ٝػ٤ش حٛ٧يحف حُظ ٢طًَِ ػِٜ٤خ
حُٔ٘ظٔشٝ ،حُظ٣ ٢ـذ رٌٍ أه ٠ٜحُـٜٞى ُظلو٤وٜخ ٓؼَ ػِٔ٤ش طط َ٣ٞحُٔ٘ظٔش
أٝ ،ً٫ٝحُؼ٬هخص حُوخٍؿ٤ش ػخٗ٤خًٝ ،حٓ٫ظَحط٤ـ٤خص ِ٣ٞ١ش حُٔي ٟػخُؼخًًٔ ،خ إٔ
حُو ْ٤طليى ٗٞع حُٔؼِٓٞخص حُظ٣ ٢ـذ حُل ٍٜٞػِٜ٤خ ػ٘ي اطوخً حُوَحٍحص،
٢ٛٝطِؼذ ىٍٝحً ٛخٓخ ً ك ٢طلي٣ي حُٔي ٟحٌُٔ٣ ١ظط٤غ إٔ َ٣طو ٢اُ ٚ٤حُلَى
حُؼخَٓ ك ٢حُٔ٘ظٔش.
إ حُلي٣غ ػٖ حُو٣ ْ٤ـٔي أ٤ٔٛظٜخ ك ٢حُؼي٣ي ٖٓ ؿٞحٗذ حُؼَٔ ،طظٔؼَ
ًٔٝخ )Morrisey,1996:22( َ٤٘٣ح٧ط: ٢
• طؼطٓ ٢ؼش ك ٢حُظلٌٝ َ٤طٞؿ ٚؿٜٞى ٓ٘ظٔش ح٧ػٔخٍ ك ٢حُٔـخ٫ص
حُٔوظِلش.
• طُليى ٝطُؼٞٗ ٖ٤ع ح٧ػٔخٍ حُظ ٢طٌ٘ٓ ٕٞظٔش ح٧ػٔخٍ أ ٫ ٝطٌ ٕٞكٜ٤خ.
• طَْٓ طٞهؼخص ٓ٘ظٔش ح٧ػٔخٍ ٝطِٜٛٞخ اُ ٠ح٧هَ.ٖ٣
• طؼَٔ ػِ ٠آظوطخد ح٧كَحى ً ٟٝحُٜٔخٍحص ٝحٌُلخءس ك ٢حُؼَٔ.
copyright law.
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77 حٛ٩يحء
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حٛ٩يحء 78
َٓحثَ حٔٗ٩خٕ .ؿ َ٤إٔ ػِٔ٤ش حُظؤً٤ي ُ٦هَ ٖ٣ػِ ٠حُو٠خ٣خ ح٧ه٬ه٤ش
َُرٔخ طؼ َ٤رؼ ٞحُظٔخإ٫ص ٝحٌُ٘ٞى ك ٢أًٛخٗ. ْٜ
اٌغالِخ ً٘ ُٞ : Safetyخ ٗؼَٔ ك٘ٛ ٢خػش ٓؼ٘٤ش ًظ٤ٜ٘غ حُٔٞحى
حٌُٔ٤خ٣ٝش أ ٝحُظؼي ٖ٣أ ٝحُ٘وَ٣ .ـذ إٔ ٌٕٞ٣ػ٘ َٜحُٔٓ٬ش ك٢
ٛيحٍس هخثٔش ه٘ٔ٤خ حُٔ٘ظٔ٤ش .رٔ٘٤خ ًُ٘ ٞخ ٗؼَٔ ك٘ٛ ٢خػش ط٘يٍ كٜ٤خ
حُلٞحىع ،كبٗ٣ ٚظؼ ٖ٤ػِ٘٤خ اىحٓش حُٞػ ٢رخ٤ٔٛش ػ٘ َٜحُٔٓ٬ش ،ر٤ي أُٗٚ
ك ٌٙٛ ٢حُلخُش ٖٓ ؿ َ٤حُٔلظَٔ إٔ طٌَ٘ حُٔٓ٬ش هٔ٤ش حٓظَحط٤ـ٤ش ك٢
ٓ٘ظٓٞش حُو ْ٤حُٔؼظٔيس ُي٘ٓ ٟظٔش ح٧ػٔخٍ.
اٌج١ئخ : Environmentػِٗ ٠خًِش ػ٘ َٜحُٔٓ٬ش ،طؼي ِٙ ٌٛحُؤ٤ش
ٜٓٔش ؿيحً ُِٜ٘خػخص حُظُٜ ٌٕٞ٣ ٢خ طؤػً َ٤زَ٤ػِ ٠حُز٤جش آخ ٖٓ هٍ٬
ٓ٘ظـخطٜخ أ ٖٓ ٝه ٍ٬ػِٔ٤خطٜخ حُظ٤ٜ٘ؼ٤ش ،ر٤ي أٜٗخ ٖٓ حُٔلظَٔ ٫
طٌَ٘ آ ٫ل ٍٞحٛظٔخّ ػخٗ ١ٞرخُ٘ٔزش ُِٜ٘خػخص ح٧هَ.ٟ
اإلثذاع : Innovationك ٢كخٍ حهظ٤خٍحُٔ٘ظٔش ُ ِٙ ٌٜحُؤ٤ش ػِ ٠أٜٗخ
ٝحكيس ٖٓ هٜٔ٤خ٫ ،ري ٖٓ ح٧هٌ رؼ ٖ٤ح٫ػظزخٍ حٌُِلش حُؼخُ٤ش ٝحُٔوخَ١س
حُِظخٕ ٓٞف طظَطزخٕ ػِٜ٤خٗ ٫ .ي إٔ ٓٞحًزش حُٔٓ َ٤غ حُظطٍٞحص
حُظٌُ٘ٞٞؿ٤ش كٓ ٢ـخٍ ػَٔ ٓ٘ظٔش ح٧ػٔخٍ طؼي ٣ٍَٟٝش ُ٘ـخف
حُٔ٘ظٔش ،ر٤ي إٔ ًُي ُٞكئ٣ ٫ ٙؼَ ٍٞٛس ٖٓ ٍٞٛح٩ريحع.
طٛسح ِٕظّخ األػّبي ف ٟلطبػٙب اٌظٕبػImage in your ٟ
: Industryهي ٖٓ ٌٕٞ٣حُُِٔ٘ٔ ْٜظٔش حُظ ٍٜٞحَُٜٔٔٔ٣ٝ ِ٤
حُظؼَف ػِٜ٤خ ًٞحكيس ٖٓ حُٔ٘ظٔخص حُو٤خى٣ش حُزخٍُس ك ٢هطخع حُٜ٘خػش
حُظ ٢طؼَٔ رٜخ ،أّ إٔ حُٔ٘ظٔش طل َ٠إٔ طزو ٠ك ٢حُظَ ًٝحص ٍٞٛس
ٓظٞحٟؼش ٗٔز٤خ ً ك ٢حُوطخع حٌُٗ ١ظظٔ ٢اُ ٚ٤ربٓظؼ٘خء طِي حُٔـٔٞػخص
ٝحُلجخص حُٔئػَس ٝحُٔظؤػَس ٓزخَٗس رؤىحث٘خ .إ حهظ٤خٍ حُٔ٘ظٔش ُ ٌٜٙحُؤ٤ش
ٓ ُٚ ٌٕٞ٤طؤػٓ َ٤زخَٗ ػِ ٠ه٤خٍحطٜخ ٝاؿَحءحطٜخ ٝأٗ٘طظٜخ حُٔٔظوزِ٤ش.
طٛسح ِٕظّخ األػّبي ف ٟاٌّغزّغ : Image in your Community
ِٙ ٌٛحُؤ٤ش طٔخػَ هٔ٤ش ٍٞٛس حُٔ٘ظٔش ك ٢حُوطخع حُٜ٘خػ ،٢ر٤ي إٔ
حُـَٜ٘ٓ ٝخ ٓ ٞٛيٍ ٟؿزش حُٔ٘ظٔش ك ٢حُ ٍٞٛٞآُ ٠وظِق حَُ٘حثق
حُٔـظٔؼ٤شٝ .هي ٌُٜٙ ٌٕٞ٣حُؤ٤ش اٍطزخ ١رٔيٍ ٟؿزظٜخ ك ٢طلو٤ن حُ٘ـخف
ٝحٓ٫ظَٔحٍ٣ش ٝرخُظخُ ٢كبٕ ٌٙٛحُؤ٤ش طٌَ٘ هخػيس ِٛزش ٫ؿَحٝ
ٝرَحٓؾ حُٔ٘ظٔش حُظٔ٣ٞو٤شٝ ،هي طؼٌْ طٍٜٞحص ٞٓٝحهق طـخٓ ٙزيأ
حُٔٞحَ٘١ش حُٔ٘ظًَش ٝحُ٫ظِحّ رو٤خىس حُٔـظٔغَٓٝ .س أهَ ٟكبٕ حهظ٤خٍ
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حٛ٩يحء 80
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81 حٛ٩يحء
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يحءٛ٩ح 82
82
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83 حٛ٩يحء
83
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حٛ٩يحء 84
• إٔ طزو ٠ػخرظش ٖٓٝى ٕٝطـ َ٤٤اُ ٠إٔ ٘ٛ ٌٕٞ٣خى ٗٞع ٖٓ حُظل ّ ٍٞك٢
حُز٤جش حُظً ٢خٗض هي ٗ٘ؤص كٜ٤خ أ ٝك ٢كخٍ طلو٤ن حُ٘ظ٤ـش حَُٔؿٞرش.
• ػخىس ٓخ طـط ٢حُـخ٣خص حٓ٫ظَحط٤ـ٤ش كظَس ِ٣ٞ١ش ٗٔز٤خ ً ( ػ٬ع ٓ٘ٞحص
أ ٝأًؼَ) ٖٓٝ .حُٔ ْٜإٔ ٣ظْ ح٧هٌ ر٘ظَ ح٩ػظزخٍ حٗ ٚك ٢كخٍ آٌخٗ٤ش
طلو٤ن ؿخ٣ش ٓئٓٔ٤ش ٝحٓؼش ك ٢أهَ ٖٓ ػ٬ع ٓ٘ٞحص ،كؤٜٗخ ٌٖٔ٣
إٔ طٌٛ ٕٞيكخ ً ْ٤ُٝؿخ٣ش.
• حُـخ٣خص حٓ٫ظَحط٤ـ٤ش طؼخُؾ حُؼـَحص أ ٝحُلـٞحص ٓخ رٔٓ ٖ٤ظٟٞ
حُويٓش حُلخُٝ ٢حَُٔؿٞد.
• حُـخ٣خص حٓ٫ظَحط٤ـ٤ش طٔؼَ حُ٘ظ٤ـش حُٔطِٞرش ُٔ٘ظٔش ح٧ػٔخٍ.
• حُـخ٣خص حٓ٫ظَحط٤ـ٤ش طَْٓ حطـخٛخ ً ٝحٟلخ ً ُِٔ٘ظٔش ؛ ؿ َ٤حٜٗخ ٫
طليى آظَحط٤ـ٤خص حَٓ ٝطٌِحص ٓليىس ،اً حٕ ٓخ ٣و ّٞرٌُي ٞٛ
حٛ٫يحف ٝحُوط ٢حُظ٘ـ٤ِ٤ش.
• حُـخ٣خص حٓ٫ظَحط٤ـ٤ش طٌ ٖٟٔ ٕٞحُ٬ٜك٤ش حُظَ٘٣ؼ٤ش ُِٔ٘ظٔش.
• حُـخ٣خص حٓ٫ظَحط٤ـ٤ش طٌَ٘ ؿخٗذ طليٝ ١حٟق ،ر٤ي أٜٗخ ٝحهؼ٤ش
ٝهخرِش ُِظلو٤ن.
إ ػِٔ٤ش طط َ٣ٞحُـخ٣خص حٓ٫ظَط٤ـ٤ش ك٘ٓ ٢ظٔخص ح٧ػٔخٍ ٣ظطِذ
اطزخع حُوطٞحص حُظخُ٤ش :
.1ثٕبء اٌؼٍّ١خ ِٓ خالي :
• حُظؼَف ػِ ٠حُٔ٘خًٍ.ٖ٤
• طؼَ٣ق ٓيه٬ص ٓٝوَؿخص حُؼِٔ٤ش.
• طلي٣ي حُٔي ٟحُُِِٓ٘ ٢ؼِٔ٤ش.
• ط٤ٟٞق حُظٞهؼخص ٝحُ٘ظخثؾ حُٔظٞهخس ٖٓ حُؼِٔ٤ش.
ِ .8شاعؼخ ث١بٔبد اٌزم ُ١١اٌذاخٍٚ ٟاٌخبسع:ٟ
• ط٣ُٞغ َٓٝحؿؼش حُٔؼِٓٞخص ُ٬١٪ع ػِٜ٤خ ٝآظ٤ؼخرٜخ ٖٓ هزَ
حُٔ٘خًٍ ٖ٤هزَ حُزيء رخُٔٔخٍٓش حُلؼِ٤ش ُظلي٣ي حُـخ٣خص حٓ٫ظَحط٤ـ٤ش.
copyright law.
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85 حٛ٩يحء
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حٛ٩يحء 86
86
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87 حٛ٩يحء
87
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حٛ٩يحء 88
88
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89 حٛ٩يحء
89
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حٛ٩يحء 90
90
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91 حٛ٩يحء
91
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حٛ٩يحء 92
92
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93 يحءٛ٩ح
اٌّشاعغ اٌّغزخذِخ
: خ١اٌؼشث
ٍ ىح: رـيحى،"ٍٟس وٛ ِٕظ: "ئداسح األػّبي،٢ ٗخؿ٢هٞٗ ،حىٞ ؿ.1
.)1996( ،َُ٘٘حٝ حٌُظذ ُِطزخػش
عٞ ُِزلٚ ٓئط،"خ٠بد اٌمشاساد اإلداس١ "أخالل،ٖ٤ٔ طل،ٗشٝ حُطَح.2
.)1999( ،)2( حُؼيى،)15( حُٔـِي،حُيٍحٓخصٝ
ُخٜ حُـ٢ٖ ك٣َ٣ش ُِٔي٤ٔ٤ْ حُظ٘ظ٤ "حُو،ىٞٔء ٓل٬ ٗـ، ػزيهللا.3
،"ش٤ِ٤ِ ىٍحٓش طل: ٢ل٤ظُٞىحء ح٧خ رخٜهظ٬ػٝ ١َ حُوط٢ٌٓٞحُل
.)2000( ،ش٤ٍٗى٧ حُـخٓؼش ح،ٕ ػٔخ،ٍسٞ٘٘ٓ َ٤َ ؿ٤ٍٓخُش ٓخؿٔظ
األعظٚ يٛ األط: خ١غ١ "اإلداسح االعزشار، ٓلٔي أكٔي،ٝٞ ػ.4
.)2001( ،ش٤ حُيحٍ حُـخٓؼ: ش٣ٌٍٓ٘ي٩ ح،َٜٓ ،"خ١ٍّاٌؼ
نٍٛ دساعخ اٌغ: ّٟ١ن اٌزٕظٍٛ " اٌغ،ْٓ ٓلٔي هخ،٢طٞ٣َ حُو.5
ٍ ٌٓظزش ىح: ٕ ػٔخ،"خ٠ إٌّظّبد اإلداسٟ فٟاٌغّبػٚ ٞاٌفشد
.)1998( ،ٍٕى٧ ح،مَُٝ٘ح
: ش٤ؿ٘ز٧ح
1. Barbet J., & Klemm, M., “Sharing the Vision: Company
Mission Statement in Britain and France”, Long Range
Planning, Vol.27, No.1, (1994).
2. Certo, Samuel C., Paul Peter, J., & Otten Smeyer, Edward,
“The Strategic Management Process”, 3rd-Ed, Prentice-
USA, Austen Press, Irwin Inc, (1995).
3. Collins, T. C. & Porras, J. I., “Building Your Company’s
Vision”, Harvard Business Review, Sep/ Oct, (1996).
93
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يحءٛ٩ح 94
94
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95 يحءٛ٩ح
95
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يحءٛ٩ح 96
ًاٌفظ
خ١غ١االعزشار • حُٔويٓش
ش٤ـ٤ٓظَحط٫ش ح٤ٛ• ٓخ
ش٤ـ٤ٓظَحط٫خؿش حُوطش ح٤ٛ •
ش٤ـ٤ٓظَحط٫خؿش حُوطش ح٤ٛ ٓظطِزخص-
ش٤ـ٤ٓظَحط٫خؿش حُوطش ح٤ٛ ش٤ِٔحص ػٞ هط-
٢ـ٤ٓظَحط٫ حٚ٤ؿٞ حُظٟٞ• ه
حُوطشٝ ش٤ـ٤ٓظَحط٫خؿش ح٤ٛ ٠ِٓخثَ حُٔٔخػيس ػُٞ• ح
ش٤ـ٤ٓظَحط٫ح
خس حُٔ٘ظؾ٤ٍس كٝ ى-
ٞ٣ٍ٘خ٤ُٔوش ح٣َ١ -
Y ًؽٞٔٗ -
٢ٔحًَُِٔ حُظ٘خكٝ ١ْ حُ٘٘خ٤٤كش طوٞلٜٓ -
)َس٤ّ (حٌُز٧ش ح٤ـ٤ٓظَحط٫كش حٞلٜٓ -
ش٤ـ٤ٓظَحط٫• حُوطش ح
copyright law.
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97 يحءٛ٩ح
copyright law.
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يحءٛ٩ح 98
Introduction اٌّمذِخ
ّظٔخٛ ا-ُِٖٓػزَ ح- ش٤ـ٤ٓظَحط٫حُوطش حٝ ش٤ـ٤ٓظَحط٩آظوطزض ح
ٖ٣ٌَحُٔلٝ ٖ٤٤ٓخ٤ُٔحٝ ٖ٤٣ٌَٔ كخُؼ،ٍػٔخ٧ٍؿخٍ حٝ ٖ٤ٓوظِق حُزخكؼ
ٓٔخٕ ٓوظِق٬٣ ٔخٌُٜٗٞ ٖ٤طِلُٜٖٔ ح٣ٌٜح رٞٔظْٛ اَٛ٤ؿٝ ٖ٤٣خىٜهظ٩ح
أرلخعٝ ًظخرخص١ٍىح٩ٍ حُلٌَ حٞيص َٓحكَ ططٜٗ هيٝ .خس٤ حُل٢ٓ٘خك
ش٤ـ٤ٓظَحط٫حُوطش حٝ ش٤ـ٤ٓظَحط٩ ح٢ٜٓٞي ٓل٣ طليٙيس طًَِص ربطـخ٣ػي
حهغُٞ حٍٝ أ٠ُخ ً ٖٓ هزَ حُٔ٘ظٔخص ا٤ِٔٔخ ػٜٓزَ طَؿٔظٝ ٔخٜ٘٤حُلَم رٝ
. حُٔ٘خكٔش٢خ كًَِٛٓٝ هق حُٔ٘ظٔشٞٓ ِ٣ِ طؼَُٝـ
copyright law.
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99 حٛ٩يحء
99
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حٛ٩يحء 100
100
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101 حٛ٩يحء
101
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يحءٛ٩ح 102
102
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103 حٛ٩يحء
ػِٔ٤خص حٓ٩ظَحط٤ـ٤ش
حُِٔ٤حص حُظ٘خكٔ٤ش
طْ٤ٜٔ َٓكِش
حُٔلخْ٤ٛ
اٌزخط١ؾ اإلعزشار١غٟ
حُِٖٓ
•اٌزخط١ؾ اإلعزشار١غٟ • دٚسح اٌؾ١بح رؾٍ ً١إٌّبفغخ • • اٌزؼٍُ اٌزٕظ • ّٟ١ػٍّ١بد
• رؾٍSWOT ً١ • رؾٍ ً١اٌّؾبفع عٍغٍخ اٌمّ١خ اإلعزشار١غ١خ • • ِشاؽً األػّبي
• ِششٚع PIMS رؾٍ ً١اٌفغٛح • اإلعزشار١غ١خ • • ئػبدح ٕ٘ذعخ
اإلعزشار١غ١بد اٌؼبِخ • ٚسطف األػّبي اٌّغزٙذ
فخ • ثضٚؽ أّ٘١خ
اٌظٕبػخ ٚاٌزٕف١ز ٚاٌّزؾممخ
اإلعزشار١غٟ
ٌٌٛٝح ٣زيٌٛ ٝح حُظط ٍٞحٌُزٝ َ٤حُظـ َ٤٤حُٔٔظَٔ ػِٓ ٠لظٓ ٟٞلّٜٞ
حٓ٩ظَحط٤ـ٤ش ٝكِٔلظًٌُٝ ،ٚي ػ٬هظ ٚرخُظـَ٤حص حُلخِٛش ك ٢ر٤جش
حُظطز٤ن ُ ٌٜٙحُٔلخ.ْ٤ٛ
٤ٛخؿش حُوطش حٓ٫ظَحط٤ـ٤ش Strategic Plan Formulation
طٔؼَ ٤ٛخؿش حُوطش حٓ٫ظَحط٤ـ٤ش حُوطٞس ح ٠ُٝ٧ك ٢حُظلٖٓ ٍٞ
ح١٩خٍ حُؼخّ ُ٪طـخ ٙحٓ٫ظَحط٤ـٝ ٢حُظلِ َ٤حُز٤جُ٘ٔ ٢ظٔش ح٧ػٔخٍ اُ ٠أىُش
ًحص ٓؼ٘ ٌٖٔ٣ ٠إٔ ٜ٣ظي ١رٜخ ٛخٗؼ ٞحُوَحٍ ػ٘ي اطوخً حُوَحٍحص
حُٔوظِلشٝ .طؼ٘ ٠حُ٤ٜخؿش طط َ٣ٞحُوطش حَُثٔ٤ش ُٔ٘ظٔش ح٧ػٔخٍٍٝ .ؿْ
حُطز٤ؼش حُظَحرطٝ ٚ٤حُظيحهِ٤ش رٓ ٖ٤وظِق َٓحكَ ػِٔ٤خص حُظوط٢٤
حٓ٫ظَحط٤ـٝ ٢ح٩ىحٍس حٓ٫ظَحط٤ـ٤ش ،ا ٫إٔ حُظؤً٤ي ػَِٓ ًَ ٠كِش
ٝطلِِٜ٤خ ٓٝؼَكظٜخ ٓ٘لَىس ٌَ٘٣أٓخّ ُل ْٜحُي ٍٝحَُٔطوذ إٔ طِؼزٚ
ح٩ىحٍس حُؼِ٤خ ٝحُٔٔظ٣ٞخص ح٩ىحٍ٣ش ح٧هَ ،ٟرَ ًٝخكش حُؼخِٓ ٖ٤كٌٙٛ ٢
copyright law.
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حٛ٩يحء 104
104
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105 حٛ٩يحء
105
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حٛ٩يحء 106
106
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107 حٛ٩يحء
كٖٔ حُ ١ٍَٝ٠طؼيٌٛ َ٣ح حُٟٞغ كٝ ٢هض ٣وٌُٜ ٜٚح حُـَٝ
٣ٝـذ إٔ طٌ ٕٞحُؼ٘خ٣ش ٝح٩كٔخّ رخُ٤ٜخؿش ٗخُِٓ ً٬ؼ٘خ َٛحًٌٍُٔٞس
ٓخروخً.
رظّ ُ١اٌؼٍّ١خ ٖٓ :حُٔ ْٜإٔ ٌٕٞ٣ ٫ط ْ٤ٜٔحُؼِٔ٤ش ُحثيحً ػٖ حُليٝى
حُٔ٘طو٤ش ،رَ ٖٓ حُٔلظَ ٝإٔ ٝ ٌٕٞ٣كن اكظَحٟخص ٓؼوُٞش ٘ٓٝطو٤ش،
ٖٓٝحُ ١ٍَٝ٠ح٧هٌ ر٘ظَ ح٩ػظزخٍ ؿٞحٗذ حُوٞس ٝحُ٠ؼق ك٢
ػِٔ٤خص حُ٤ٜخؿش حُلخُ٤شًٌُ ،ي ٖٓ حُٔلظَ ٝإٔ طٌ ٕٞحُطَم
حُٔٔظويٓش َٓٗش رل٤غ طظ٤ق ٓٞحؿٜش حُٔٞحهق حُلَؿش ى ٕٝحُيه ٍٞك٢
طلخ َ٤ٛؿٓ َ٤زٍَس ٖٓٝ .حُ ١ٍَٝ٠إٔ طَ٘ٔ ػِٔ٤خص حُٔٞحُٗش ؿٞحٗذ
حُظلِٝ َ٤حُظًَ٤ذ حُ٣ٍَٝ٠ش ُٟٞغ حُو٤خٍحص ك ٢حُظ٘ل ٌ٤حُلؼخٍ،
رخٟ٩خكش آُ ٠خ ًًَ ٓخروخ ً ٖٓ حُٔٝ ْٜحُ ١ٍَٝ٠ح٩رظؼخى ػٖ ًٕٞ
ػِٔ٤خص حُ٤ٜخؿش ٍط٤زش ٍٝٝط٤٘٤ش ٝطٌٍَ ربٓظَٔحٍ.
األخز ثٕظش اإلػزجبس اٌذػُ اٌخبسع٘ٛٝ : ٟخ ٌٖٔ٣إٔ ٌٕٞ٣
ُِٔٔظ٘خٍ ٖ٣حٓ٫ظَحط٤ـٝ ٖ٤٤ح٩ىحٍ ٖ٤٣ىٍٝحً ُِٔٔخٔٛش ك ٢ػِٔ٤خص
حُ٤ٜخؿش ٌٖٔ٣ٝ ،إٔ طٌ ٌٙٛ ٕٞحُٔٔخٔٛش ٖٓ ه ٍ٬حُظٞؿٜخص ٝح٧كٌخٍ
أ ٝحُٔٔخػيس ك ٢ط ْ٤ٜٔػِٔ٤خص حُ٤ٜخؿش.
هطٞحص ػِٔ٤ش ٤ٛخؿش حُوطش حٓ٫ظَحط٤ـ٤ش
Strategy Plan Formulation Process Steps
إ ػِٔ٤ش حُ٤ٜخؿش حٓ٫ظَحط٤ـ٤ش طظطِذ ؿٜي ًز ٖٓ َ٤ح٩ىحٍس حُؼِ٤خ ٖٓ
أؿَ اؿَحء حُٔٞحُٗخص حُٔظؼيىس رٓ ٖ٤ظـَ٤حص ٟٝـ ١ٞػي٣يس طَىٛخ ٖٓ
حُز٤جش حُيحهِ٤ش ٝحُوخٍؿ٤ش .كخُ٤ٜخؿش ػِٔ٤ش ٓؼويس ٝطَ٘ٔ أًؼَ ٖٓ ػ٘خَٛ
حُظلٌ َ٤حُزَ٘ ١طؼو٤يحً ٝىهشٝ ،ك ٢رؼ ٞح٧ك٤خٕ ٘٣ظَى كٜ٤خ حُٝ٬ػ٢
أ٠٣خ ً ( .)Mintzberg,1994 :111إ ػِٔ٤ش حُ٤ٜخؿش حٓ٫ظَحط٤ـ٤ش طظطِذ
حُؼي٣ي ٖٓ حُوطٞحص ،طظٔؼَ رخ٥ط: ٢
اٌخطٛح األ : ٌٝٚطٓ ٍٜٞخ ٌٖٔ٣إٔ طئ ٍٝاُ ٚ٤حُٔ٘ظٔش اًح آظَٔص ػِ٠
ٓٔخٍٓش ٗلْ أٓخُ٤زٜخ ٝأٗ٘طظٜخ حُلخُ٤شٍ ،ؿْ طـ َ٤حُظَٝف
حُٔل٤طش رٜخ.
اٌخطٛح اٌضبٔ١خ ٝ :ك ٌٙٛ ٢حَُٔكِش ٣ظْ اػخىس حُ٘ظَ ك ٢حٛ٧يحف
حٓ٫ظَحط٤ـ٤ش حُظٓ ٢زن طلي٣يٛخ ٝحُظؤًي ٖٓ إٔ كَ ٙطلو٤وٜخ ٓخ
ُحُض ًزَ٤س.
copyright law.
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حٛ٩يحء 108
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109 حٛ٩يحء
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حٛ٩يحء 110
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111 حٛ٩يحء
حُٔ٘ظٔش حُظ ٢طٔخٍّ ٌٛح حُظٞؿ ٚطٌ ٕٞػِٗ ٠خًِش حُظ ٢طًَِ ػِ٠
٘ٛق حُؼٔ٬ء رخٓظؼ٘خء حٗ ٚري ٖٓ ً٫طلي٣ي أػٔخُٜخ رٔـٔٞػش ٖٓ حُؼٔ٬ء،
كخٕ حُٔ٘ظٔش حُظ ٢طٞؿّ ٚأػٔخُٜخ ػِ ٠أٓخّ ٗٞع حُٔٞم طًَِ ٓٔظوزِٜخ
ػِ٘ٛ ٠ق ٓؼ ٖٓ ٖ٤حٞٓ٧حم ح ٝهطخػخص حُؼَٔ.
.4حُظٞؿ ٚرخُطخهش حٗ٩ظخؿ٤ش Driven by Production Capacity
إ حُٔ٘ظٔش حُظ ٢طظزغ ٌٛح حُظٞؿ ٚػخىس ٓخ ُٜ ٌٕٞ٣خ حٓظؼٔخٍ ًزٝٝ َ٤حٓغ ك٢
هخرِِ٤ظٜخ ١ٝخهخطٜخ حٗ٫ظخؿ٤ش .ك٤غ طَ ٌٙٛ ٟحُٔ٘ظٔش رخٕ ط٘ـٞٓ َ٤حهغ ػِٜٔخ
رؤه١ ٠ٜخهش حٗظخؿ٤ش ُٜخ ٌَ٘٣حٓ٧خّ ُظلو٤ن حٍ٧رخف ٖٓٝ .ؿخٗذ آهَ كؤٕ
حُٔ٘ظٔش حُظ ٢طظَّزغ حُظٞؿ ٚرخُطخهش حٗ٫ظخؿ٤ش ٢ٛطِي حُٔ٘ظٔش حُظ ٢طٌ ٕٞهي ر٘ض
هخرِ٤خص ِٓٔ٤س ٝهخٛش ك ٢ػِٔ٤خطٜخ حٗ٫ظخؿ٤ش رٔخ ٔٔ٣ق ُٜخ رٜ٘خػش ٓ٘ظـخص
ًحص هٜخثٜ٣ ٚؼذ طوِ٤يٛخ ٖٓ هزَ ٓ٘خكٜٔ٤خٝ .رٌُي ك ٢ٜطٔؼ ٠ىحثٔخ ً حُ٠
ح٣ـخى حُلَ ٙحُظ ٖٓ ٌٖٔ٣ ٢هُٜ٬خ حٓظؼٔخٍ ًَ ٓخ ُيٜ٣خ ٖٓ هخرِ٤خص ١ٝخهخص
كٌٛ ٢ح حُ٘ؤٕ.
.5حُظٞؿ ٚرخُظٌُ٘ٞٞؿ٤خ Driven by Technology
كخُٔ٘ظٔش حُظ ٢طٔخٍّ ٌٛح حُظٞؿ ٢ٛ ٚطِي حُٔ٘ظٔخص حُظ ٢طٔظِي ػٔش
طٌُ٘ٞٞؿ٤خ ِٓٔ٤س ك ٢ػِٜٔخٝ ،طٌُ ٕٞيٜ٣خ حُويٍس ػِ ٠طو٣ٞش أ ٝحًظٔخد
طو٘٤خص أ ٝهزَحص ك٘٤ش طٌٔ٤ِ٤ش ؿي٣يسٓٝ .غ َٓ ٍٝحُٞهض طيهَ ٓ٘ظٔش
ح٧ػٔخٍ حُظ ٢طٔخٍّ ٌٛح حُظٞؿ ٚك ٢حٗظخؽ ٓـٔٞػش ٝحٓؼش ٖٓ حُٔ٘ظـخص
حُظ ٢ط٘زؼن ؿٔ٤ؼٜخ ػٖ حُظٌُ٘ٞٞؿ٤خ حُظ ٢طوٜٜض كٜ٤خٝ ،طِز ٢حكظ٤خؿخص
ٓـٔٞػش ٝحٓؼش ٓٝظ٘ٞػش ٖٓ حُؼٔ٬ء ٝحٞٓ٫حم ِٙ ٌٛٝ .حُٔ٘ظٔش طٔظويّ
حُظٌُ٘ٞٞؿ٤خ ُِل ٍٜٞػِِ٤ٓ ٠س ط٘خكٔ٤ش .ك٤غ حٜٗخ طٔؼ ٠حُ ٠طؼِِ٣
هيٍحطٜخ ك ٢طط َ٣ٞحُظو٘٤خص ٖٓٝػْ حُزلغ ػٖ ٓـخ٫ص ططز٤ن طِي
حُظو٘٤خصٝ .ػ٘يٓخ طـي حُظطز٤وخص حُٔ٬ثٔش ُٔخ ُيٜ٣خ ٖٓ طو٘٤خص ،كؤٜٗخ ٓٞف
طؼٔي حُ ٠طط َ٣ٞحُٔ٘ظـخص حُ٘خرؼش ٖٓ طو٘٤خطٜخ ٝحُظ ٢طلون كخُش حُظ ُٔ ِّ٤ظِي
حُٔ٘ظـخصٝ .ك ٢حُٞهض حٌُ ١طٔظؼَٔ ٓ٘ظٔش ح٧ػٔخٍ ِٓ٤طٜخ حُظ٘خكٔ٤ش ك٢
ٓٞم ٓؼ٘٤ش ،كؤٜٗخ طزلغ ًٌُي ػٖ ططز٤وخص حهَ ٟك ٢حؿِحء ٓٞم
حهَٝ .ٟػٔٓٞخ ً كؤٕ حُٔ٘ظٔخص حُظ ٢طظزغ حُظٞؿ ٚػِ ٠حٓخّ حُظٌُ٘ٞٞؿ٤خ
ػخىس ٓخ طـي حٓٞحم ؿي٣يس ُٔ٘ظـخطٜخ.
.6حُظٞؿ ٚرطَ٣وش حُز٤غ /حُظٔ٣ٞن
Driven by Sales Or Marketing Method
copyright law.
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حٛ٩يحء 112
إ حُٔ٘ظٔش حُظ ٢طٔخٍّ ٌٛح حُظٞؿ ٚطظٔ ِ٤رخٓظ٬ى ٣َ١وش كَ٣يس
ِ٤ٔٓٝس ك ٢حُل ٍٜٞػِ ٠حُطِزخص ٖٓ ػٔ٬ثٜخ٫ٝ .ري ٌَُ ٓخ ُ٣ؼَٖٓ ٝ
ٓ٘ظـخص ح ٝهيٓخص حٕ ٔ٣ظل٤ي ٖٓ حِٓٞد حُز٤غ ٌٛحٗٝ .ـي حٕ حُٔ٘ظٔش ٫
طَؿذ رخُٔ٘ظـخص حُظ ٌٖٔ٣ ٫ ٢ر٤ؼٜخ ٖٓ ه٣َ١ ٍ٬وش حُز٤غ حُظ ٢طٔخٍٜٓخ،
٫ٝطلخ ٍٝحٓظوطخد حُؼٔ٬ء حٌُ ٌٖٔ٣ ٫ ٖ٣حُ ٍٞٛٞحُ ٖٓ ْٜ٤هٍ٬
٣َ١وش حُز٤غ ٝه٘ٞحص حُظٔ٣ٞن ٌُُٝ .ِٙ ٌٛي ٗـي حٕ حطـخٓ ٙؼَ ِٙ ٌٛحُٔ٘ظٔخص
٘ٓٝظـخطٜخ ٝأٓٞحهٜخ طليى ٙحُطَ٣وش حُٔٔظويٓش ك ٢حُز٤غ ٝحُظٔ٣ٞن.
.7حُظٞؿ ٚرطَ٣وش حُظ٣ُٞغ Driven by Distribution Method
إ حُٔ٘ظٔخص حُظ ٢طٔظِي ٣َ١وش ِٓٔ٤س ٝكَ٣يس ٖٓ ٗٞػٜخ ك ٢حٜ٣خٍ
ٓ٘ظـخطٜخ ح ٝهيٓخطٜخ ٖٓ ٓٞحهغ ػِٜٔخ حُٞٓ ٠حهغ ػٔ٬ثٜخ ٢ٛحُظ ٢طٔخٍّ
حٓظَحط ٤ـ٤ش حُظٞؿّ ٚػِ ٠حٓخّ ٣َ١وش حُظ٣ُٞغ٬ٗٝ .كع رخٕ ٌٛح حُ٘ٞع ٖٓ
حُٔ٘ظٔخص َ٣ ٫ؿذ رخُظؼخَٓ ا ّ٫رخُٔ٘ظـخص ح ٝحُويٓخص حُظ ٢طٔظويّ
ٗظخٜٓخ حُظ٣ُٞؼ ٢حُُٔٔ ِ٤يٜ٣خ.
.8حُظٞؿ ٚرخُٔٞحٍى حُطز٤ؼ٤ش Driven by Natural Resources
ػ٘يٓخ ٌٕٞ٣حُ ٍٞٛٞحُ ٠حُٔٞحٍى حُطز٤ؼ٤ش ح ٝحُٔؼُِ ٢ل ٍٜٞػِ٠
حُٔٞحٍى حُطز٤ؼ٤ش ٞٛحٓ٫خّ ُزوخء حُٔ٘ظٔش ،ك٘٤جٌ طٌ ِٙ ٌٛ ٕٞحُٔ٘ظٔش ًحص
ٓ٘لٔ٣ ٠ظ٘ي ػِ ٠حُظٞؿ ٚرخُٔٞحٍى حُطز٤ؼ٤ش.
.9حُظٞؿ ٚرخُلـْ /حُ٘ٔDriven by Size Or Growth ٞ
حُٔ٘ظٔخص حُظ ٢طٜظْ رخُ٘ٔ ٖٓ ٞحؿَ حُ٘ٔ ٞرلي ًحط ٚأ ٖٓ ٝأؿَ طلو٤ن
حهظٜخى٣خص حُلـْ ػخىس ٓخ طظـٗ ٚل ٞحٛ٩ظٔخّ رخُلـْ /حُ٘ٔ٬ٗٝ . ٞكع رخٕ
ؿٔ٤غ هَحٍحطٜخ طظوٌ ُِ٣خىس حُلـْ ح ٝحُ٘ٔ.ٞ
.10حُظٞؿ ٚرخُؼٞحثي /حٍ٧رخف Driven by Return Or Profit
ػ٘يٓخ ٌٕٞ٣حُٔؼ٤خٍ حُٞك٤ي ُِٔ٘ظٔش ُِيه ٍٞحُٞٓ ٠م ٓؼ٘٤ش ح ٝػَٝ
ٓ٘ظٞؽ ٓؼ ٞٛ ٖ٤حٍ٫رخف ،ك٘٤جٌ طٌ ٕٞحُٔ٘ظٔش ًحص طٞؿ ًَِ٣ ٚػِ ٠حٓخّ
حُؼخثيحص /حٍ٫رخف.
ػخىس ٓخ ٘٣طٞٗ ًَ ١ٞع ٖٓ أٗٞحع ه ٟٞحُظٞؿ ٚ٤ػِٓ ٠ل ّٜٞػَٔ
ٓوظِق ٌٖٔ٣طلٝ ِٚ٤ٜر٤خٗ ٚرٌَ٘ ٝحٟق أًؼَ رؼي حُو٤خّ رَ٘٘ ٝحىٍحى
ٓل ّٜٞه ٟٞحُظٞؿ ٚ٤حٓ٫ظَحط٤ـٗ ٫ٝ .٢ي إٔ ٓل ّٜٞه ٟٞحُظٞؿٚ٤
حٓ٫ظَحط٤ـُ٘ٔ ٢ظٔش ح٧ػٔخٍ ٣ئػَ رٍٜٞس ٓزخَٗس ٝػٔ٤وش ػِ ٠ؿٔ٤غ
ؿٞحٗذ أٗ٘طظٜخ ٝهَحٍحطٜخ .ك ٜٞحٌُ٣ ١ليى ٓـخٍ حُٔ٘ظـخص ٝحٞٓ٧حم،
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113 يحءٛ٩ح
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حٛ٩يحء 114
اٌزىٌٕٛٛع١ب اٌّغزخذِخ
ؽش٠مخ اٌج١غ/اٌزغ٠ٛك
أ ٖٓ ْٛح٧كو ٢كخطَى حَُٔرغ أر٠٤خً.
اٌّٛاسد اٌطج١ؼ١خ
اٌؼٛائذ ٚاألسثبػ
اٌمذسح اإلٔزبع١خ
ئشبساد اٗخٍس " "طيٍ ػِ ٠إٔ حُؼخَٓ
اٌؾغُ أ ٚإٌّٛ
ؽش٠مخ اٌزٛص٠غ
حٓ٩ظَحط٤ـ ٢ح٧كو ٢أ ٖٓ ْٛحُؼخَٓ
"" حٓ٩ظَحط٤ـ ٢حُؼخٓٞى.١
طَى حُٔٔخكش ر٠٤خء ٣يٍ ػِ ٠إٔ
ح٧كو٤ش حُؼخَٓ حٓ٩ظَحط٤ـ ٢حُؼخٓٞى ١أٖٓ ْٛ
حُؼخَٓ حٓ٩ظَحط٤ـ ٢ح٫كو٢
ػ٘ي ؿٔغ حٍ٧هخّ ٓ٤ظٌٖٔ حُلَ٣ن ٖٓ
طلي٣ي أَٓٛ ٖ٣خٓ:ٖ٤
أ :ً٫ٝحُيحكغ حُظٞؿ.٢ٜ٤
ػخٗ٤خً:حُؼٞحَٓ حٓ٩ظَحط٤ـ٤ش ًحص
حُظؤػ َ٤حُؼخُ ٢ك ٢اطوخً حُوَحٍ.
حُويٓخص / حُٔ٘ظـخص 1
حُٔويٓش
ٗٞع حُٔٔظويٓ / ٖ٤كجش 8
حُؼٔ٬ء
ٗٞع حُٔٞم /هطخع 0
ح٧ػٔخٍ
حُظٌُ٘ٞٞؿ٤خ حُٔٔظويٓش 7
حُويٍس حٗ٩ظخؿ٤ش 6
٣َ١وش حُز٤غ /حُظٔ٣ٞن 5
٣َ١وش حُظ٣ُٞغ 3
حُٔٞحٍى حُطز٤ؼ٤ش 2
حُلـْ أ ٝحُ٘ٔٞ 3
حُؼٞحثي ٝحٍ٧رخف 13
اٌّشثؼبد (ػذدػبِٛد٠ب ً
اٌج١ؼبء)
أفم١ب ً (ػذد ئشبساد ")"
اٌّغّٛع
اٌزشر١ت
Source: Below, Patrick J.; Morrisey, Georgel L.; Acomb, Bellg L., 1987: 63
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115 حٛ٩يحء
اٌزىٌٕٛٛع١ب اٌّغزخذِخ
ؽش٠مخ اٌج١غ/اٌزغ٠ٛك
اٗخٍس " "طيٍ ػِ ٠إٔ حُؼخَٓ
اٌّٛاسد اٌطج١ؼ١خ
اٌؼٛائذ ٚاألسثبػ
اٌمذسح اإلٔزبع١خ
اٌؾغُ أ ٚإٌّٛ
ؽش٠مخ اٌزٛص٠غ
حٓ٩ظَحط٤ـ ٢ح٧كو ٢أ ٖٓ ْٛحُؼخَٓ
حٓ٩ظَحط٤ـ ٢حُؼخٓٞى.١
طَى حُٔٔخكش ر٠٤خء ٣يٍ ػِ ٠إٔ
حُؼخَٓ حٓ٩ظَحط٤ـ ٢حُؼخٓٞى ١أٖٓ ْٛ
حُؼخَٓ حٓ٩ظَحط٤ـ ٢ح٫كو.٢
ػ٘ي ؿٔغ حٍ٧هخّ ٓ٤ظٌٖٔ حُلَ٣ن ٖٓ
طلي٣ي أَٓٛ ٖ٣خٓ:ٖ٤
أ :ً٫ٝحُيحكغ حٓ٩ظَحط٤ـ.٢
ػخٗ٤خً :حُؼٞحَٓ حٓ٩ظَحط٤ـ٤ش ًحص
حُظؤػ َ٤حُؼخُ ٢ك ٢اطوخً حُوَحٍ.
حُويٓخص / حُٔ٘ظـخص
2 حُٔويٓش
1
حُٔٔظويٓ/ٖ٤كجش ٗٞع
5 حُؼٔ٬ء
8
اٌّشثؼبد ػبِٛد٠ب ً
(ػذد
6 0 - - - 8 0 - - -
اٌج١ؼبء)
- - - 1 8 6 5 7 5 2 أفم١ب ً (ػذد ئشبساد ")"
6 0 - 1 8 3 3 7 5 2 اٌّغّٛع
6 3 13 3 2 0 1 5 7 8 اٌزشر١ت
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يحءٛ٩ح 116
7
اٌّغبٔذٟغ١اٌذافغ االعزشار
حُوطخع/ مُٞٔع حٞٗ 6
اٌّغبٔذٟغ١اٌذافغ االعزشار
ُٞٔ٘حٝ ْحُلـ 5
اٌّغبٔذٟغ١اٌذافغ االعزشار
ن٣ٞٔحُظ/ غ٤وش حُز٣َ١ 3
اٌّغبٔذٟغ١اٌذافغ االعزشار
غ٣ُٞوش حُظ٣َ١ 2
اٌّغبٔذٟغ١اٌذافغ االعزشار
ش٤ؼ٤حٍى حُطزُٞٔح 3
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117 حٛ٩يحء
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يحءٛ٩ح 118
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119 حٛ٩يحء
إ أ٤ٔٛش ٣َ١وش حُٔ٘٤خٍ ٌٖٔ٣ ٞ٣إٔ طظـِ ٠ك ٢حُؼي٣ي ٖٓ ح: ٢ٛ ٍٞٓ٧
• إٔ ٣َ١وش حُٔ٘٤خٍ ٞ٣طٔؼَ حُطَ٣وش حُظ٣ ٢ؼَٔ رٜخ حُؼوَ حُزَ٘ٝ ،١إٔ
حُ٤ٜـش حَُٝحث٤ش ُِٔ٘٤خٍٛٞ٣خص طـؼَ ٜٓ٘خ ِٜٓش حُللع ٝحُظًٌَ.
• إٔ حُٔ٘٤خٍٔ٣ ٞ٣ؼَ ؿٞحٗذ ٓٔظوزِ٤ش ٓوظِلش ٖٓ حُ٘خك٤ش حُ٘ٞػ٤ش ٖٓ
ه ٍ٬اؿزخٍ حُؼوَ حُزَ٘ ١ػِ ٠حُظلٌ َ٤ربطـخٛخص ٓوظِلش ٌٛٝح ٓخ
٣لٖٔ حُويٍس ػِ ٠حُظ٘زئ رخ٧كيحع ؿ َ٤ح٩ػظ٤خى٣ش.
• إٔ حُٔ٘٤خٍ ٖٓ ٌٖٔ٣ ٞ٣حُ ٍٞٛٞاُ ٠كخُش َ٤ٔ٣س ٖٓ ػيّ حُظؤًي ٌٖٔ٣
حُظؼخَٓ ٓؼٜخ رُٜٔٞش.
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حٛ٩يحء 120
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121 حٛ٩يحء
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يحءٛ٩ح 122
Source: Goodstein, et..al, "Applied Strategic Planning: How to develop a plan that
really works", McGraw-Hill Co., 1993: 269.
هطش٢ حُؼَٔ ك١ٞ ٖٓ هط٢ ٌَُ هY ًؽٞٔٗ ٍظْ حٓظٌٔخ٣ ٕرؼي أٝ
ٍ٬ هَٙ٣ٞ رآهَ هي طْ ططٌٙٛ ٖٓ حكيٝ ًَ ن رٔوخٍٗش٣َّ حُلٞو٣ ،ٍػٔخ٧ح
. حُؼَٔ ػٖ حَُٓخُش حُؼخٓش٢ رُؼي هَٟ حَُٓخُش ًخهظزخٍ ُٔي٣َٞٓكِش طط
ٓللظش٢ ػَٔ ك٢هؼش ٓغ ًَ هٞ حُؼَٔ حُٔظ١ٞـذ ٓوخٍٗش هط٣ٝ
ٌٙٛ ٖٓ رؼخى٧ ػيى حٞٛ ًْ ليى٣ ٕن أ٣َ ُِل٠٘ٔظ٣ ٠ش كظ٤ُػٔخٍ حُلخ٧ح
َٖٓ ٓغ: َ (ٓؼ٢حكي كوٝ َ رُؼي٤٤حٕ طـٝ ٌحٛ . َص٤ هي طـ٢ػش حُظ٬رؼخى حُؼ٧ح
َٔل٣ )َٔظْ اٗـخُ حُؼ٣ ق٤ً ٝ أ، ٚؼ٤ظْ ر٣ ١ٌُ ٓخ حٝ أ، َٔظْ اٗـخُ حُؼ٣
َٕ أًؼٌٞ٣ حكيٝ ٕ آ٢ٖ ك٤ٖ٘ حػ٣َ رُؼي٤٤ٖ إٔ طـ٤ ك٢ ك. َس١حهَ ٓوخ
ًخٗضُٞ ٠َ ؿيحً كظ٤ٕ هطٌٞ٤رؼخى ك٧ ح٢ػ٬ٍ حُؼٞأٓخ حُظلٝ .َس١ٓوخ
ء حُـيى٬ٔحكي ر٘ؤٕ حُؼٝ ٕ آ٢حٓؼش ُِٔؼَكش كٝ حٍىٞٓ حُٔ٘ظٔش طٔظِي
. ي٣ْ حُـي٤ِٔٗظخّ حُظٝ يس٣حُٔ٘ظـخص حُـيٝ
.س ٓلظِٔشٞ كـ٠ِ ػ١َغ ُِظؼَف حُ٘ظ٣َٓ ٍ حهظزخٞٛ Y ًؽٞٔٗ ٕح
، حُٔ٘خًَ حُٔلظِٔش٠ِ حُظؼَف ػًَٝؽ ُـٌُٞٔ٘ح حٛ ّـذ حٓظويح٣ٝ
، خءٜٓظو٫ي ٖٓ ح٣ُِٔ طظطِذ ح٢ٍ حُظٝ حُٔلخٜٙٞن رو٣َ حُلٚ٤ؿُٞظٝ
.س حُٔلظِٔشٞ حُلـٚ٤ِ ٖٓ حؿَ طو٢٤ حُظوط٢ن ك٣َُٔٔخػيس حُلٝ
٢ٔحًَُِٔ حُظ٘خكٝ ١ْ حُ٘٘خ٤٤كش طوٞلٜٓ
The Strategic Position ٢ٔحًَُِٔ حُظ٘خكٝ ١ْ حُ٘٘خ٤٤كش طوٞلٜٓ َ٤٘ط
ٔخ اًح ًخٗض٤ ٓٔؤُش ك٠ُ) اSPACE( and Action Evaluation Matrix
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123 يحءٛ٩ح
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يحءٛ٩ح 124
سٞ ه،ش٤ِٔس حُظ٘خك٤ُٔ ح،ش٤ُس حُٔخٞ اكظٔخد ٓؼيٍ حُيٍؿش ٌَُ ٖٓ حُو.3
ًَ َحص٤َ هٔٔش ٓظـٍٛ كخ٬ ٖٓ ه٢ج٤ٓوَحٍ حُز٩ ح،٘خػشُٜح
.٢ُ حُزؼي حُظخ٢ طيهَ ك٢َحص حُظ٤ ػيى حُٔظل٠ِخ ػٜٔ٤ٔطوٝ ،رؼي
ٍٓظوَح٩ ح،٘خػشُٜس حٞ ه،ش٤ُس حُٔخٖٞ ٓؼيٍ حُيٍؿخص ٌَُ ٖٓ حُو٤٤ طؼ.4
ْ٤٤كش طوٞلٜٓ ٢ٍ حُٔ٘خٓذ كٞ حُٔل٠ِش ػ٤ِٔس حُظ٘خك٤ُٔ ح،٢ج٤حُز
.٢ـ٤ٓظَحط٫حًَُِٔ حٝ ١حُ٘٘خ
.X ٠ِٖ حُ٘وطش حُ٘خطـش ػ٤٤طؼٝ ،X ٍٞ ٓل٠ِٖ ػ٤خكش حُيٍؿظٟ ا.5
،Y ٠ِٖ حُ٘وطش حُ٘خطـش ػ٤٤طؼٝ ،Y ٍٞ حُٔل٠ِٖ ػ٤خكش حُيٍؿظٟا
.XY غ١ْ ٗوطش طوخ٤٤طؼٝ
ٌحٛٝ ،غ١ٍ ٗوطش حُظوخ٬كش ٖٓ هٞلُٜٔ ٖٓ ًَِٓ حٚؿٞٓ ٢ ٍْٓ ه.6
خٜ إٔ طظزؼَٝ ٖٓ حُٔلظ٢خص حُظ٤ـ٤ٓظَحط٫ع حٞٗ ٌٖ٘ق ػ٣ ٚؿُٞٔح
.)ش٤ حُظللظ،ش٤ حُيكخػ،ش٤ٔ حُظ٘خك،ش٤ٓٞـُٜحُٔ٘ظٔش (ح
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125 حٛ٩يحء
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يحءٛ٩ح 126
ًَُِٔحٝ ١ْ حُ٘٘خ٤٤كش طوٞلٜٓ خص٤ـ٤ حٓظَحط٠ِ أٓؼِش ػ: )7-5( ٌَٗ
٢ـ٤ٓظَحط٫ح
خ١ِٛغٌٙبد ا١غ١االعزشار
ش٠ش ٓ٘ول٤ِٔس ط٘خك٤ٓٝ ش٤ُش ػخ٤ُس ٓخٞه ش٤ُش ػخ٤ِٔس ط٘خك٤ٓٝ ش٤ُش ػخ٤ُس ٓخٞه
خ١بد اٌزؾفظ١غ١االعزشار
لش٤ؼٟ ش٤ِٔس ط٘خك٤ٓٝ ٓطشٞش ٓظ٤ُس ٓخٞه لش٤ؼٟ ش٤ِٔس ط٘خك٤ٓٝ ش٤ُش ػخ٤ُس ٓخٞه
خ١بد اٌزٕبفغ١غ١االعزشار
َ ٓٔظوَس٤جش ؿ٤ ر٢ٓ٘خكٔش كخىس ك ش٤ٓ٘خػش ٗخٛ ٢كٝ ش٤ُش ػخ٤ِٔس ط٘خك٤ٓ
خ١بد اٌذفبػ١غ١االعزشار
َ ٓٔظوَس٤٘خػش ؿٛ ٢ ك٢ُطَحد ٓخٟا ٘خػش ٓٔظوَسٛ ٢ق ك٤ؼٟ ٢ًَِٔٓ ط٘خك
Source: Rowe, Alan J. et..al, "Strategic Management: A methodological Approch", 4th ed.,
Addision-Wesley Publishing Co. Inc, U.S.A., 1994: 157.
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127 يحءٛ٩ح
Source: David, fred R., "Strategic Management: Concepts & Cases", New Jersey, 8 th
ed., Prentice Hall Inc., 2001: 231.
ًَُِٔٔخ حٛ ،ٖ٤٤ٖٓ أٓخ٣ رؼي٠ِّ طٔظ٘ي ػ٧ش ح٤ـ٤ٓظَحط٫كش حٞلٜٓ ٕا
.Market Growth مُٞٔ حٞٔٗٝ Competitive Position ٢ٔحُظ٘خك
ًَِٓ ٢ٕ كٌٞ طQuadrant 1 يٚ اٌشثغ األ٢ىس كٞؿُٞٔكخُٔ٘ظٔخص ح
ٌٙٛ ٠ُرخُ٘ٔزش اٝ .Excellent Strategic Position ُ ٓٔظخ٢ـ٤حٓظَحط
مُٞٔ ح٢ش (حُظـِـَ ك٤ُحم حُلخٞٓ٧ ح٠ِِ ػ٤ًَِش حُظٛحٞٓ ٕ كب،حُٔ٘ظٔخص
،خص ٓ٘خٓزش٤ـ٤ حٓظَحط٢ٛ )َ حُٔ٘ظـخص٣ٞحُٔ٘ظـخص (ططٝ )مَُٞٔ ح٣ٞططٝ
حٍىٞٓ خٜ٣كش ُيٞلٍُٜٔ ٖٓ حٝ٧ حَُرغ ح٢ىس كٞؿُٕٞٔ حُٔ٘ظٔش حٌٞكؼ٘يٓخ ط
َٓ حُظٌخ٢ٛ خص حُلخػِش٤ـ٤ٓظَحط٫ٕ حٌٞ ٖٓ حُٔلظَٔ إٔ ط،ًَس ؿيح٤ًؼ
حُوِق٠ُ اٝ أForward ّٓخ٧ ح٠ُ اٝ أHorizontal Integration ٢كو٧ح
حكيٝ ٓ٘ظؾ٠َِ ػ٤ِ رٌَ٘ ًز٤ًَخّ حُٔ٘ظٔش رخُظ٤ٔخ ػ٘ي ه٤ ك،backward
٢ طَطز٢َ حُظ١وَِ ٖٓ حُٔوخ٣ ١ٌُ حٞٛ ًَِٔغ حُٔظ٣ٕٞ٘ حُظٌٞ٣ ٌٕٖٔ أ٣
ٍٝ٧ حَُرغ ح٢ىس كٞؿُِٞٔحص حُٔ٘ظٔخص ح٤ٔٓ ٖٓٝ .ن٤٠ُٗظخؽ ح٩ ح٢رو
ػذءٝ طلَٔ ًِق٠ِخ ػٜ هيٍطٞٛ ّ٧ش ح٤ـ٤ٓظَحط٫كش حٞلٜٓ ٖٓ
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حٛ٩يحء 128
آظـ ٍ٬حُلَ ٙحُوخٍؿ٤ش كٓ ٢ـخ٫ص ػي٣يس ،ك٤غ أٜٗخ طٔظط٤غ ٝرٌَ٘
ٛـ ٢ٓٞإٔ طـخَٓ رخُٔوخَ١س ػ٘ي حٍَُٝ٠س.
أٓخ حُٔ٘ظٔخص حُٔٞؿٞى ك ٢اٌشثغ اٌضبٔ Quadrant 2 ٟكظلظخؽ اُ ٠طوْ٤٤
ٓيهِٜخ حُلخُُِٞٔ ٢م ،رخٟ٩خكش اُ ٠كخؿظٜخ اُ ٠طلي٣ي ٓٔؤُش ُٔخًح ٣ؼي
حُٔيهَ حُلخُُِ٘ٔ ٢ظٔش ؿٓ َ٤ئػَحً٤ًٝ ،ق ُِ٘ٔ ٌٖٔ٣ظٔش إٔ طظـ َ٤رٌَ٘
أك ٖٓ َ٠أؿَ طلٔ٘ٓ ٖ٤خكٔظٜخ١ٝ ،خُٔخ إٔ حُٔ٘ظٔخص ك ٢حَُرغ حُؼخٗ٢
ٓٞؿٞىس ك٘ٛ ٢خػش طٜ٘ي كخُش ٗٔٞٓ٨ُ ٞحم رٌَ٘ َٓ٣غ ،كبٕ
حٓ٫ظَحط٤ـ٤ش حًَُِٔس Intensiveطٌ ٕٞحُو٤خٍ حُِ٘ٔ ٍٝ٧ظٔش ،كٔ٤خ اًح
ًخٗض حُٔ٘ظٔش ك ٢حَُرغ حُؼخٗ ٢طلظوَ اُ ٠حٌُلخءس حُِٔٔ٤س أ ٝطلظوَ اُ٠
حُِٔ٤س حُظ٘خكٔ٤ش ٌٕٞ٣حُظٌخَٓ ح٧كو ٞٛ ٢حُزي َ٣ح٧كً٘ٝ ،َ٠ظ٤ـش كظٔ٤ش
ػِ ٠حُٔ٘ظٔخص ك ٢حَُٔرغ حُؼخٗ ٢ح٧هٌ رخٓظَحط٤ـ٤ش حُظـَى Divestiture
أ ٝحُظٜل٤ش ،Liquidationكخُظـَ٣ي ٌٖٔ٣إٔ ٞ٣كَ حٞٓ٧حٍ حُٔطِٞرش
ً٩ظٔخد أ ٝاهظ٘خء أػٔخٍ أهَ ٟأَٗ ٝحء ك ٜٚأٓٓ ْٜؼ٘٤ش.
كٔ٤خ طٌ ٕٞكخُش حُٔ٘ظٔخص حُظ ٢طوغ ك ٢اٌشثغ اٌضبٌش Quadrant 3
ٓظ٘خكٔش ك٘ٛ ٢خػخص رط٤جش حُ٘ٔٝ ،ٞطٌُٜ ٕٞخ َٓحًِ ط٘خكٔ٤ش ٟؼ٤لش،
ٝػِ ٖٓ ٚ٤حُٔلظَ ٝػِ ٌٙٛ ٠حُٔ٘ظٔخص إٔ طو ّٞربؿَحء رؼ ٞحُظـَ٤حص
حٌُزَ٤س رٌَ٘ َٓ٣غ ٖٓ أؿَ طلخى ٟكخُش حُِٝحٍ أ ٝحُظٜل٤ش ٖٓ .حُٔ ْٜك٢
ٌٙٛحُلخُش اطزخع حٓظَحط٤ـ٤ش حُظوِ َ٤حًَُِٔ ُِظٌخُ٤ق ٝحُٔٞؿٞىحص ٝحُظ٢
ط٘ َ٤اُ ٠حٓظَحط٤ـ٤ش حٌٔٗ٩خٕ ٝ .Retrenchmentإ حٓ٫ظَحط٤ـ٤ش
حُزيِ٣ش ٘ٛخ ٢ٛطل َ٣ٞحُٔٞحٍى رؼ٤يحً ػٖ حُؼَٔ حُلخُٝ ٢اىهخُٜخ ك٢
ٓـخ٫ص ٓوظِلش .إ حُلَ٘ ك ٢ؿٔ٤غ حُو٤خٍحص حُٔخروش ٣ئى ٟرٔ٘ظٔش
ح٧ػٔخٍ اطزخع أٓخ حٓظَحط٤ـش حُظـَى أ ٝحُظٜل٤ش.
ٝأهَ٤حً٘ٓ ،ظٔخص اٌشثغ اٌشاثغ ٝ Quadrant 4حُظ ٢طظٔظغ رًَِٔ ط٘خكٔ٢
هٝ ،١ٞطؼَٔ ك٘ٛ ٢خػش رط٤جش حُ٘ٔ .ٞإ ٌٛح حُ٘ٞع ٖٓ حُٔ٘ظٔخص طٔظِي حُوٞس
ػِ ٠ا٬١م حُزَحٓؾ حُظ٘٣ٞؼ٤ش ك ٢حُِٔ٣ي ٖٓ ٓـخ٫ص حُ٘ٔ ٞحُٞحػيس٬٣ٝ ،كع
إٔ ٓ٘ظٔخص ٌٛح حَُرغ طظٔظغ رٔٔظ٣ٞخص ػخُ٤ش ٖٓ حُظيكن حُ٘ويٝ ١اكظ٤خؿخص
ٓليٝىس ُِ٘ٔ ٞحُيحهِٝ ،٢اٜٗخ ؿخُزخ ً ٓخ طٔخٍّ حُظ٘٣ٞغ حُٔظًَِٔ Concentric
،Diversificationأ ٝحُٔوظِ Conglomerate ٢أ ٝح٧كو،Horizontal ٢
ًٔخ إٔ ٓ٘ظٔخص ٌٛح حَُرغ ٌٖٔ٣إٔ طظزغ حٓظَحط٤ـ٤ش حُٔ٘خٍ٣غ حُٔ٘ظًَش
.Joint Ventures
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حٛ٩يحء 130
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131 حٛ٩يحء
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حٛ٩يحء 132
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133 حٛ٩يحء
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حٛ٩يحء 134
حُٜٔيٍ ٖٓ :اػيحى حُٔئُل١ ٖ٤زوخ ُ ُٔخ ػٌٔظ ٚأىر٤خص حٓ٫ظَحط٤ـ٤ش ٝحُظوط ٢٤حٓ٫ظَحط٤ـ.٢
ٝطظِو ٚهٜخث ٚحُوطش حٓ٫ظَحط٤ـ٤ش حُ٘خؿلش رٔخ :٢ِ٣
• اٜٗخ طٔؼَ ٗظ٤ـش ػِٔ٤ش حُظوط ٢٤حُظ ٢طل ٠٠رخُيػْ حٌُخَٓ ٖٓ حُٔيَ٣
حُؼخّ ٝحُلَ٣ن حُظ٘ل ١ٌ٤رٔ٘ظٔش ح٧ػٔخٍ.
• اٜٗخ طؼٌْ ٓيه٬ص ٔٓٝخٔٛخص حُٔٞحٍى حُزَ٘٣ش ك٘ٓ ٢ظٔش ح٧ػٔخٍ.
• اٜٗخ طلظ ١ٞػِ ٠ر٤خٕ حَُٓخُش حٌُ٣ ١زٝ ٖ٤رٌَ٘ ٝحٟق ٗٞع حُؼَٔ حٌُ١
طٔخٍٓ٘ٓ ٚظٔش ح٫ػٔخٍ.
• اٜٗخ طلظ ١ٞػٍِ ٠إ٣ش ٓٔظوزِ٤ش ٞٔ١كش.
• اٜٗخ طلظ ١ٞػِ ٠ؿخ٣خص ٝحٟلش ٝرؼ٤يس حُٔيٝ ٟطٌَ٘ كخُش ٖٓ حُظلي،١
ؿ َ٤أٜٗخ ٝحهؼ٤ش ٌ٘ٔٓٝش حُظلو٤ن.
• اٜٗخ طلظ ١ٞػِٓ ٠ـٔٞػش ٓظٞحُٗش ٖٓ ٓوخ ْ٤٣ح٧ىحء حُظ ٢طؼٌْ ٝرٌَ٘
ىه٤ن حُ٘ظخثؾ حَُث٤ٔ٤ش ُِـخ٣خص.
٣ٝئًي ( )Bryson,1995:23إٔ ٓئَٗحص ٗـخف حُوطش حٓ٫ظَحط٤ـ٤ش
ٌٖٔ٣اؿٔخُٜخ رخ٥ط: ٢
• ك ْٜحُٔ٘ظٔش كٜٔخ ً ٝحٟلخ ً َُِٓخُش ٝح٫طـخٛخص ٝح٣ُٞٝ٫خص.
• طٞك٤ي ٜٓخّ حُٔ٘ظٔش ٓغ حُوطش.
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135 حٛ٩يحء
حُٜٔيٍ ٖٓ :اػيحى حُٔئُل١ ٖ٤زوخ ً ُٔخ ػٌٔظ ٚاىر٤خص حٓ٫ظَحط٤ـ٤ش ٝحُظوط ٢٤حٓ٫ظَحط٤ـ٢
copyright law.
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يحءٛ٩ح 136
copyright law.
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137 يحءٛ٩ح
اٌّشاعغ اٌّغزخذِخ
خ١اٌؼشث
:ش٤ـ٤ٓظَحط٫ىحٍس ح٩ "ح،٢زلٛ حثَ ٓلٔيٝ ،ْ٣ٍَ ٓلٖٔ؛ اىٛخ١ ،٢ُ حُـخ.1
.)2007( ،ٍٕى٧ ح،ٕ ػٔخ،غ٣ُٞحُظٝ َُِ٘٘ َحثٝ ٍ ىح،"َٓ ٓظٌخ٢ـٜ٘ٓ ٍٞٓ٘ظ
:ش٤ؿ٘ز٧ح
1. Andrews, Kenneth, "The Concept of Corporate Strategy ",
2nd Edition, Dow-Jones Irwin,(1980).
2. Ansoff, H.I., "Strategies of Diversification", Harvard
Business Review, 1957.
3. Below, Patrick J.; Morrisey, Georgel L.; Acomb, Bellg L., "The
Executive Guide to Strategic Planning", Jossey-Bass
Publishers, (1987).
4. Bryson, John M., "Strategic Planning for Public and
Nonprofit Organizations: A Guide to Strengthening and
Sustaining Organizational Achievement", 2nd ed, Jossey-
Bass Publishers, (1995).
5. Chandler, A., "Strategy and Structure: Chapters in the
history of American industrial enterprise", Cambridge
Mass: MIT Press, (1962).
6. Feurer, Rainer & Chaharbaghi, Kazem, "Strategy
Development: Past, Present and Future", Management
Decision, (1995).
7. Goodstein, Leonard D., Nolan, Timothy M, & Pfeiffer, J.
William, "Applied Strategic Planning: How to develop a
plan that really works", McGraw – Hill Co., (1993).
8. Hamel, Gary, "Strategy as Revolution", Harvard Business
Review, Jul-Aug, (1996).
9. Kotler, Philip, "Marketing Management: Analysis,
Planning, Implementation, and Control", New Jersey:
Prentice-Hall, Inc., (1994).
10. Macmillan, Hugh & Tampoe, Mahen, "Strategic
Management", Oxford University Press, (2000).
11. McKiernan, Peter "Strategy Past, Strategy Futures ", Long
rang Planning, 30(5), (1997).
copyright law.
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يحءٛ٩ح 138
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139 يحءٛ٩ح
ًاٌفظ
بساد١اٌخٚ ًاٌجذائ
خ١غ١االعزشار
6
اٌغبدط
• حُٔويٓش
ش٤ـ٤ٓظَحط٫خٍحص ح٤حُوٝ َش حُزيحث٤ٛ• ٓخ
ش٤ـ٤ٓظَحط٫ق حُزيحثَ ح٤ٜ٘• ط
٢ٌُِ حٟٞ حُٔٔظ٠ِش ػ٤ـ٤ٓظَحط٫حُزيحثَ ح-
ٍػٔخ٧ حٟٞ ٓٔظ٠ِش ػ٤ـ٤ٓظَحط٫ حُزيحثَ ح-
٢ل٤ظُٞ حٟٞ حُٔٔظ٠ِش ػ٤ـ٤ٓظَحط٫ حُزيحثَ ح-
ش٣ٍٓظؼٔخ٫َ حُٔلخكع ح٤ِذ طل٤ُ• أٓخ
ش٤ـ٤ٓظَحط٫خٍحص ح٤٘غ حُوٛ ََٓحكٝ ٌَ٤ٛ •
ش٤ـ٤ٓظَحط٫خٍحص ح٤ حُو٢حَٓ حُٔئػَس كٞ• حُؼ
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يحءٛ٩ح 140
copyright law.
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141 يحءٛ٩ح
Introduction اٌّمذِخ
،ش٤حُوخٍؿٝ ش٤ِخ حُيحهٜجظ٤ رٚ٤ط٘وٝ َ٤ِػٔخٍ رظل٧خّ ٓ٘ظٔش ح٤رؼي ه
٠حكٞٗ ٖ٤ز٣ٝ ،خٜطش ر٤خص حُٔل٣يٜحُظٝ َٙػٔخٍ حُل٧ٖ ُٔ٘ظٔش ح٤ظز٣ رٔخ
ي٣ػٔخٍ رظلي٧خّ ٓ٘ظٔش ح٤ ه٠ُخكش اٟ٩ رخ.خٜ طظْٔ ر٢خ حُظٜؼلٟٝ خٜطٞه
.خٜو٤ طلو٠ُ طظطِغ ا٢خ حُظٜيحكٛأٝ خٜخط٣ ًُي ؿخ٢ رٔخ ك٢ـ٤ٓظَحط٫خ حٜٛاطـخ
ٖٓ ٢ش حُظ٤ـ٤ٓظَحط٫حُزيحثَ حٝ خٍحص٤ػش ٖٓ حُوٞٔزق أٓخّ حُٔ٘ظٔش ٓـٜ٣
.خٜ٘ٓ ٍخ٤هظ٩خّ رخ٤ حُوَٝحُٔلظ
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حٛ٩يحء 142
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143 حٛ٩يحء
ة .أْ رى ْٛاالعزشار١غ١خ ِمجٌٛخ ،أ ١إٔ طٌٓ ٕٞوزُٞش ُٔوظِق كجخص
حُٔظؼخِٓٝ ،ٖ٤إٔ طئى ١اُ ٠أهَ ٓوخَ١س ٌٓٔ٘ش ٝأًزَ ػٞحثي ٓظخكش.
ط .أْ رى ْٛاالعزشار١غ١خ ِّىٕخ ،أ ١حُٔويٍس ػِٔٓ ٠خٍٓش
حٓ٫ظَحط٤ـ٤ش ٝط٘لٌٛ٤خ ٝطٞحكَ حُٔٞحٍى ٝحٌٓ٩خٗخص حُُٓ٬ش ُٜخ.
رخٟ٩خكش اًُُ ٠ي ،كبٕ ٘ٛخى حُؼي٣ي ٖٓ ح٧رؼخى حُظ ٢طز٘ ٠ػِٜ٤خ ٓؼخَ٤٣
طو ْ٤٤حُزي َ٣حٓ٫ظَحط٤ـٜ٘ٓٝ ،٢خ ٓي ٟططخروٓ ٚغ ٍٓخُش حُٔ٘ظٔش ٝر٤جظٜخ
حُيحهِ٤ش ٝػوخكظٜخ ٞٓٝحٍىٛخٓٝ ،ي ٟطٞحكوٓ ٚغ حُز٤جش حُوخٍؿ٤ش ٓٝظـَ٤حطٜخ
ٝحُلَ ٙحُٔظخكش كٜ٤خٝ ،ؿًُ َ٤ي ٖٓ ح٧رؼخى حُظ ٢طؼي ٓؼخ٩ َ٤٣هظ٤خٍ
حُزي َ٣حٓ٫ظَحط٤ـ ٢حُٔ٘خٓذ.
٣ويّ ( )Johnson & Scholes, 1993:304أٓخُ٤ذ ٓوظِلش ٌٖٔ٣إٔ طظزؼٜخ
ح٩ىحٍس حُؼِ٤خ ك ٢اهظ٤خٍ حُزي َ٣حُٔ٬ثْ ُٜخ:٢ٛٝ ،
أ.حٗ٩ظوخء ُظلو٤ن حٛ٧يحف :اً ٣ظْ طٌٔ ْ٤أٛيحف حُٔ٘ظٔش ًٔو٤خّ ٓزخَٗ
٣ؼظٔي ػِ ٚ٤ك ٢اهظ٤خٍ حٓ٫ظَحط٤ـ٤ش ٖٓ ر ٖ٤حُزيحثَ.
ةِ١.ذ حُوخثٔ ٖ٤ػِ ٠ػِٔ٤ش حُو٤خٍ ٖٓ ؿٜش أػُِِٞٔ ٠حكوش ػِٓ ٠خ طْ
حُظ َٛٞاُ ٚ٤ر٘ؤٕ حُو٤خٍ حُٔ٘ظو.٠
ط.حُظ٘ل ٌ٤حُـِث ٞٛٝ :٢رٔؼخرش اهظ٤خٍ حُو٤خٍ حُٔ٘ظو ،٠اً ٣ظْ طوٚ٤ٜ
رؼ ٞحُٔٞحٍى ُِظ٘ل ٌ٤حُـِثُِ ٢زي َ٣حٌُٝ ١هغ حُو٤خٍ ػِ.ٚ٤
د.حًُٞخ٫ص حُوخٍؿ٤ش ٢ٛٝ :ػِٔ٤ش حُِـٞء آٌُ ٠خطذ آظ٘خٍ٣ش ػ٘ي
طؼخٍ ٝحَ١٧حف ًحص حُؼ٬هش رخُٔ٘ظٔش ك ٍٞحُزي َ٣حٌٌُٖٔ٣ ١
اهظ٤خٍٝ ،ٙرخُظخُ ٢كبٕ حُوَحٍ حُوخٍؿ ٌٕٞ٤ٓ ٢أًؼَ ٟٓٞٞػ٤ش.
ٔ٣ؼَ حُو٤خٍ حٓ٫ظَحط٤ـ ٢أك َ٠حُزيحثَ حُظ ٌٖٔ٣ ٢إٔ طٔظويّ ك٢
طلو٤ن ٍٓخُش ٝأٛيحف حُٔ٘ظٔش ٝحُظ ٢طٔؼَ حُوخػيس حُظ٘٣ ٢طِن ٜٓ٘خ
حُو٤خٍ٣ٝ ،ظْ اهظ٤خٍٝ ٙكوخ ً ُِٔويٍس حٓ٫ظَحط٤ـ٤ش ُِٔ٘ظٔش ٝهٜخث ٚحُز٤جش
حُظ ٢طؼَٔ كٜ٤خ ٝحُظ ٢طظٔؼَ ك ٢كخُش ػيّ حُظؤًي ٝحُظؼو٤ي ٝح٩ػظٔخى٣ش حُظ٢
ٌٖٔ٣إٔ طؼٌْ طـَ٤حص طظٔؼَ ك ٢كَ / ٝ ٙأ ٝطٜي٣يحص.
)Thompson.1997:606( َٟ٣إٔ حُو٤خٍ حٓ٩ظَحط٤ـًُ " ٞٛ ٢ي
حُو٤خٍ حٌُ٣ ١وخرَ اكظ٤خؿخص ٝأ٣ُٞٝخص حُٔ٘ظٔشٝ ،حُوخىٍ ػِ ٠طلو٤ن
أٛيحكٜخ ٖٓ ٝؿٜش ٗظَ ٛخٗؼ ٢حُوَحٍ ٝحُٔئػَ ٖ٣كٝ ٚ٤حٌُ ٌٖٔ٣ ١إٔ ٘٣لٌ
ر٘ـخف "٘٣ٝ .ظَ ًَ ٖٓ ( )Macmillan & Tampoe,2000:348اُ٠
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حٛ٩يحء 144
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145 يحءٛ٩ح
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يحءٛ٩ح 146
.٢ـ٤ٓظَحط٫ ح٢٤حُظوطٝ ش٤ـ٤ٓظَحط٫خص ح٤ أىرٚزوخ ً ُٔخ ػٌٔظ١ ٖ٤ ٖٓ اػيحى حُٔئُل:ٍئُٜح
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147 حٛ٩يحء
حُؼخُ ٢ؿ٤ي ،أ ٝك ٢كخُش ػيّ ٓٓ َ٤يَٛ٣خ حٓ٫ظَحط٤ـٗ ٢ل ٞطز٘ٔٓ ٢ظٟٞ
ػخٍ ٖٓ حُٔوخَ١سٝ ،ػيّ اىٍحى ح٩ىحٍس ُِظـَ٤حص حُلخِٛش ك ٢حُز٤جش
ٝطل َ٤٠حُٔيُِ ٖ٣َ٣ؼَٔ ري ٖٓ ً٫حُظلٌٝ َ٤حُظؤَٓ ٕ٧حٓ٫ظَحط٤ـ٤ش
حُٔٔظوَس ٫طِِٓ ْٜك ٢طو ْ٤٤ريحثَ أهَٝ ٟطظًَِ طٞؿٜخطٗ ْٜلٞ
حٓ٫ظَحط٤ـ٤ش حُلخُ٤ش .إ حٓظَحط٤ـ٤ش حٓ٫ظوَحٍ ٫طؼ٘ ٢ػيّ كؼَ ٗ٢ء
ٝاٗٔخ حٓ٩ظَٔحٍ رخ٧ػٔخٍ حُلخُ٤ش ٓٝلخُٝش ططَٛ٣ٞخٝ ،طظوٌ حٓظَحط٤ـ٤خص
حٓ٩ظوَحٍ أٗٞحػخً: ٢ٛٝ ،
اعزشار١غ١خ ػذَ اٌزغ١ش ٢ٛٝ ، No-Change Strategyطؼ٘٠
آظَٔحٍ ٓ٘ظٔش ح٧ػٔخٍ ػِٗ ٠لْ حُٔٔخٍ ى ٕٝأ ١طـ.ًٌَ٣ َ٤
اعزشار١غ١خ اٌشثؼ ٢ٛٝ ، Profit Strategyط٘طِن ٖٓ كٌَس حُظ٠ل٤ش
رخُ٘ٔ ٞك ٢حُٔٔظوزَ كٓ ٢ز٣ُ َ٤خىس حٍ٧رخف حُلخُ٤شٝ ،طئىٌٙٛ ١
حٓ٫ظَحط٤ـ٤ش اُٗ ٠ـخف ك ٢ح٧ؿَ حُوَ٣ذ ٜٓلٞد رًَٞى ك ٢ح٧ؿَ
حُزؼ٤ي.
اعزشار١غ١خ اٌزٛلف أ ٚاٌزش٠ش ٢ٛٝ ، Strategy Pauseط٘ط ١ٞػِ٠
هل ٞأٛيحف ٓ٘ظٔش ح٧ػٔخٍ أُٓ ٠ظٔٔ٣ ٟٞق ُٜخ ريػْ ٝطؼِِ٣
ٓٞحٍىٛخ ك ٢كخُش آظِ٘حف ٓٞحٍىٛخ ١ٝخهخطٜخ.
– Proceed – With اعزشار١غ١خ اٌؾشوخ ِغ اٌؾ١طخ ٚاٌؾزس
٢ٛٝ ، Caution Strategyطظزغ ك ٢كخُش ٗؼ ٍٞح٩ىحٍس رؼيّ حُويٍس
ػِ ٠حٓ٩ظَٔحٍ ك ٢حٓظَحط٤ـ٤ش حُ٘ٔ ٞرٔزذ ػٞحَٓ ر٤ج٤ش هخٍؿ٤ش.
اعزشار١غ١خ اٌؾظبد ٣ٝ ،Strategy Harvestيهَ ك ٢ا١خٍ ٌٙٛ
حٓ٫ظَحط٤ـ٤ش طوِ َ٤كـْ ح٘ٗ٧طش أ ٝحٓ٩ظـ٘خء ػٖ أٗ٘طش ُْ ٣ؼي رخٌٓ٩خٕ
ططَٛ٣ٞخ.
اعزشار١غ١خ إٌّ ٛاٌزذس٠غ ٢ٛٝ ،ٟإٔ طو٘ٓ ّٞظٔش ح٧ػٔخٍ ربٗظوخد
أٗ٘طش رؼ٘خ٣ش ُظٌ ٕٞػِٔ٤خص حٌُ٘ٔ٘ٔٓ ٞش كٜ٤خ ك ٢ك ٖ٤إٔ رخه ٢ح٘ٗ٧طش
ح٧هَ ٟطٌ ٕٞكٟٝ ٢غ آظوَحٍ.
آظَحط٤ـ٤خص حُ٘ٔGrowth Strategies ٞ
طلظ ٠حٓظَحط٤ـ٤خص حُ٘ٔ ٞر٘ؼز٤ش ًزَ٤س ُيٓ ٟؼظْ ٓي ١َ٣ح٧ػٔخٍ
ْٜٗ٧ػخىس ٓخ ٣وَٗ ٕٞحُ٘ٔ ٞرخُ٘ـخفٝ .طٔؼ ٠حُٔ٘ظٔخص حُظ ٢طؼَٔ ك٢
كًَ٤ش اُ ٠حُ٘ٔ ٞحٌُ٣ ١ئى ١اُ٣ُ ٠خىس حُٔز٤ؼخص ٝاُ ٠حٓ٩ظلخىس ٖٓ ٓ٘ل٘٠
حُوزَس ك ٢هلًِ ٞلش حُٞكيس حُٔزخػش ٖٓٝػْ ُ٣خىس حٍ٧رخفٌ٣ٝ ،ظٔذ ٌٛح
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حٛ٩يحء 148
حِٞٓ٧د أ٤ٔٛش هخٛش اًح ًخٕ حُٔٞم حٌُ ١طؼَٔ ك ٚ٤حُٔ٘ظٔش ٞٔ٘٣
رَٔػشٝ ،اًح ُـؤ حُٔ٘خكٔ ٕٞاُ ٠كَد حٓ٧ؼخٍ ٌُٔذ كٞٓ ٜٚه٤ش
أًزَ ٌُٖ .رخُٔوخرَ طؼخٗ ٢حُٔ٘ظٔخص حُظ ُْ ٢طلون حُلـْ ح٩هظٜخى ١حُُّ٬
هٔخثَ اهظٜخى٣ش ،ا ٫اًح طٌٔ٘ض ٌٙٛحُٔ٘ظٔش ٖٓ آظويحّ هطخع ٛـَ٤
َٓٝرق ك ٢حُٔٞم٣ٝ .ؼي حُ٘ٔٓ ٞئَٗ ػِٗ ٠ـخف حُٔ٘ظٔش حٓظَحط٤ـ٤خً.
٣ٝؼزَ ػٖ حٓظَحط٤ـ٤ش حُ٘ٔ ٞرؤٜٗخ حٓ٫ظَحط٤ـ٤ش حُظ ٢طظزؼٜخ حُٔ٘ظٔش ػ٘يٓخ
طٔؼُ ٠ظلو٤ن أٛيحف ؿي٣يس رٔٔظ ٟٞأػِٔٓ ٖٓ ٠ظ ٟٞأٛيحكٜخ حُٔخروشٖٓ ،
ه ٍ٬هيٓش حُٔظؼخِٓٝ ٖ٤حٞٓ٧حم ًُٝي رظويِٓ ْ٣غ ٝهيٓخص ؿي٣يس ،أٝ
حُظٓٞغ ك ٢أٓٞحم ؿي٣يس رِٔغ ٝهيٓخص ؿي٣يس ٢ٛٝ ،طًَِ ك ٢هَحٍحطٜخ
حٓ٫ظَحط٤ـ٤ش ػِ ٠حُِ٣خىحص حَُث٤ٔ٤ش كٓ ٢ـخٍ ػِٜٔخ حُلخُ٢
(ٝ ،)Glueck,1982:207طَطز ٢حٓظَحط٤ـ٤ش حُ٘ٔ ٞك ٢حُـخُذ رخُظٓٞؼخص أٝ
حٓ٩ظؼٔخٍحص حُظ ٢طَٔ رٜخ ٓ٘ظٔش ح٧ػٔخٍ ك ٢هطخػخص أػٔخُٜخ حُلخُ٤ش أٝ
حُـي٣يسٝ ،طظطِذ حٓظَحط٤ـ٤ش حُ٘ٔ ٞؿٜٞى اٟخك٤ش طو ّٞرٜخ ح٩ىحٍس حُؼِ٤خ ك٢
ٓز َ٤ر٘خء آُ٤خص طٌ٤ق ٝطلخػَ ٓغ كَ ٙحٓ٩ظؼٔخٍ حُز٤ج ٢حُ٘خطـش ػٖ
طلِ َ٤حُٔٞحٍى ٝآٌخٗ٤خص حُٔ٘ظٔش ،هيٓخطٜخ ٘ٓٝظـخطٜخ ،ظَٝف حُز٤جش
حُوخٍؿ٤ش ٜٓٝخٍس ح٩ىحٍس حُؼِ٤خ ػِ ٠طلِ ٌٙٛ َ٤حُؼ٘خً َٛؤٓخّ ُ٘ـخف
حٓظَحط٤ـ٤ش حُ٘ٔ ٞحُظ ٢طٔؼ٩ ٠طزخػٜخٝ .طؼي حٓظَحط٤ـ٤ش حَُ٘ٔٓ ٞؿٞرش،
ك ٢ٜطٌٖٔ ٓ٘ظٔش ح٧ػٔخٍ ٖٓ طـط٤ش أهطخثٜخ ٝأ ١ه ٍٜٞكً ٢لخءطٜخ
رٌَ٘ ٣ٝ ،َ٤ٔ٣ئى ١حُ٘ٔ ٞرلي ًحط ٚاٍُ ٠كغ حُؤ٤ش حٌُحط٤ش َُإٓخء
حُٔ٘ظٔخصٍٞ٣ٝ .ى ( )Glueck,1982:208حُؼي٣ي ٖٓ حٓ٧زخد حُظ ٢طيكغ
ربطـخ ٙاطزخع حٓظَحط٤ـ٤ش حُ٘ٔ:ٞ
.1اهظَحٕ حُلخػِ٤ش Effectivenessرخُ٘ٔ ٞػ٘ي أؿِذ حُٔيٍحء.
٣ .2ئى ١حُ٘ٔ ٞاُ٣ُ ٠خىس حُٔز٤ؼخص ٝاُ ٠حٓ٩ظلخىس ٖٓ ٓ٘ل٘ ٠حُوزَس
Experience Curveك ٢طولًِ ٞ٤لش حُٞكيس حُٔزخػش ٖٓٝػْ
حٍ٧رخف.
.3ػِ ٠حُٔ٘ظٔخص حُظ ٢طؼَٔ ك ٢ر٤جش ى٘٣خٓ٤ٌ٤ش إٔ طُ٘ٔ ٞظزو.٠
٣ .4لون حُ٘ٔ٘ٓ ٞخكغ ُِٔـظٔغ رٌَ٘ ػخّ ٖٓ ه٣ُ ٍ٬خىس ػيى حُويٓخص
ٝحُٔ٘ظـخص حُٔويٓش.
٣ .5لون حُ٘ٔٝ ٞحُظٓٞغ ُِٔ٘ظٔش حُو٤خىس ٝحُٔ٤طَس ك ٢حُٔٞم .أ١
طؼِ ِ٣حًَُِٔ حُظ٘خكُٜٔ ٢خ.
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149 حٛ٩يحء
ٔ٣ .6ؼَ حُ٘ٔٓ ٞو٤خٓخ ً ٌُلخءس ح٩ىحٍس ٝهيٍطٜخ ػِ ٠آظويحّ حُٔٞحٍى
حُٔخى٣ش ٝحُزَ٘٣ش حُٔظخكش رٌَ٘ ًلٞء.
ٝػخىس ٓخ ٌٕٞ٣حُ٘ٔٝ ٞكن أِٓٞر: ٖ٤
.1حُ٘ٔ ٞحٌُحط ،٢أ ١إٔ حُٔ٘ظٔش طٔظط٤غ إٔ طظٓٞغ ٝط٘ٔٝ ٞكن هيٍحطٜخ
ٝآٌخٗخطٜخ حٌُحط٤ش ،ك٤غ ح٩كظ٤خؽ اُ ٠حٞٓ٧حٍ ٝحُٔٞحٍى ح٧هَٟ
ُِ٘ٔٞٓ ،ٞحء ىحهَ حُوطخع حٌُ ١طؼَٔ ك ٚ٤أ ٝاُ ٠هطخػخص أهَ.ٟ
.2حُ٘ٔ ٖٓ ٞه ٍ٬حُظؼخَٓ ٓغ أَ١حف هخٍؿ٤شٝ ،ك ٢ا١خٍ ٌٙٛ
حٓ٫ظَحط٤ـ٤ش ٌٖٔ٣إٔ طؼظٔي ٓ٘ظٔش ح٧ػٔخٍ ٝحكيس ٖٓ ريحثَ ػي٣يس.
أٓخ أٗٞحع حٓظَحط٤ـ٤ش حُ٘ٔ ،ٞك ٌٖٔ٤طِوٜٜ٤خ ًٔخ :٢ِ٣
()Wheelen & Hunger,2006:170-179
.1اعزشار١غ١خ اٌزشو١ض ،Concentration Strategyطظْٔ حُٔ٘ظٔش حُظ٢
طؼظٔي ٌٙٛحٓ٫ظَحط٤ـ٤ش رخُظًَ ِ٤ػِ٘ٓ ٠ظٞؽ ٝحكي أ ٝهيٓش ٝحكيس أ ٝػِ٠
ػيى ٓليٝى ؿيحً ٖٓ حُٔ٘ظـخص أ ٝحُويٓخص ٝحُظ ٢طٔظخُ رخُظوخٍد ،ك٤غ طِـؤ
ٓ٘ظٔش ح٧ػٔخٍ اُ ٌٙٛ ٠حٓ٫ظَحط٤ـ٤ش ٝكن ح٧رؼخى حُظخُ٤ش (حُٔـَر:1999،٢
:)165
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حٛ٩يحء 150
ٓخ ٣ؼخد ػِ ٠حٓظَحط٤ـ٤ش حُظًَ ٞٛ ِ٤ػيّ حُظ٘٣ٞغ حٌُ٣ ١ئى ١اُ٣ُ ٠خىس
حُٔوخ َ١حُظ ٢طظؼَُٜ ٝخ ٓٞحٍى ٝآٌخٗخص ٓ٘ظٔش ح٧ػٔخٍٝ ،حُ٘خطـش ػٖ
حُظَٝف حُز٤ج٤ش حُٔ٤خٓ٤ش ٝح٩هظٜخى٣ش ٝح٩ؿظٔخػ٤ش ٝحُظَ٘٣ؼ٤ش حُٔلخؿجش
أ ٝظ٘ٓ ٍٜٞخكٔ ٖ٤ؿيى ٣ؼِٔ ٕٞك ٢حُٔـخ٫ص ٗلٜٔخ.
.8اعزشار١غ١خ اٌزىبًِ ،Integration Strategyطؼي حٓظَحط٤ـ٤خص
حُظٌخَٓ ٖٓ حٓظَحط٤ـ٤خص حُ٘ٔ ٞحُٔلزٌس رٔ٘ظٔخص ح٧ػٔخٍ ،هخٛش
ٝاٜٗخ طيٍ ػِ٘ٓ ٠ظٔش ح٧ػٔخٍ أٍرخف اًح ٓخ ٟٝؼض ٟٓٞغ ط٘لٌ٤
كؼخٍٝ ،أطض ك ٢ا١خٍ ىٍحٓخص ٓ ظٌخِٓش٘ٛٝ .خى ٗٞػ ٖٓ ٖ٤حُظٌخَٓ،
حُظٌخَٓ حُؼٔٞى ٕ٬ٌٗ ُٚٝ ، Vertical Integration ١طٌخَٓ ػٔٞى١
أٓخٓ ،٢طٌخَٓ ػٔٞى ١هِل ،٢أٓخ حُ٘ٞع حُؼخٗ ٖٓ ٢حُظٌخَٓ ٞٛ ،حُظٌخَٓ
ح٧كوٝ ،Horizontal Integration ٢كٔ٤خ ٢ِ٣ط٤ٟٞق ُ ٌٜٙحٞٗ٧حع ٖٓ
حٓظَحط٤ـ٤خص حُظٌخَٓ (: )Coulter,2003:257-259
اعزشار١غ١خ اٌزىبًِ اٌؼّٛد ،Vertical Integration Strategy ٞطَ٘٤
اُ ٠حٓ٫ظَحط٤ـ٤ش حُظ ٢طظزؼٜخ حُٔ٘ظٔش حُظ ٢طيهَ كٓ ٢ـخٍ أٓ ٝـخ٫ص
أػٔخٍ ٣ٍَٟٝش ُظ٤ٜ٘غ أ ٝط٣ُٞغ ٓ٘ظـخطٜخ ،ك٤غ ًخٗض ٌٙٛحُٔ٘ظٔش
ط٘ظَ ٌٙٛ ١حُٔظطِزخص أ ٝحُويٓخص ٖٓ ًَٗخص أهَٔٓ ٟظوِش٣ٝ ،ظَحٝف
ٌٛح حُ٘٘خ ١ر ٖ٤حُٔ٤طَس ػِ ٠حُٔٞحٍى ح٤ُٝ٧ش ٝطٔ٣ٞن حُٔ٘ظـخص طخٓش
حُٜ٘غ ٖٓٝ .أِٓ ْٛح٣خ حُظٌخَٓ حُؼٔٞى ١هل ٞحُ٘لوخص ٝطلٔ ٖ٤حُظ٘ٔ٤ن
ٝحَُهخرش٘٣ٝ ،ؤْ اُ:٠
• اعزشار١غ١خ اٌزىبًِ اٌؼّٛد–ٞاألِبِForward–Vertical ٟ
،Integrationطٜيف اُ ٠حُيه ٍٞكٓ ٢ـخٍ ط٣ُٞغ ٓ٘ظـخص ٓ٘ظٔش ح٧ػٔخٍ
ػٖ ٣َ١ن حُٔ٤طَس ػِ٘ٓ ٠خكٌ حُظ٣ُٞغ حُِٔٛٞش اُ ٠حُٔٔظِٜي حُٜ٘خث.٢
• اعزشار١غ١خ اٌزىبًِ اٌؼّٛد–ٞاٌخٍفBackward–Vertical ٟ
Integrationػ٘يٓخ طظـ٘ٓ ٚظٔش ح٧ػٔخٍ ٗل ٞحُٔ٤طَس ػِ ٠حُٔٞحى
ح٤ُٝ٧ش كبٜٗخ طلون حُظٌخَٓ حُؼٔٞى ١حُوِل ،٢كوي ٖٓ ٌٕٞ٣ه ٍ٬حُٔ٤طَس
ػِ ٠حُظٔ٬٤ٜص حٗ٩ظخؿ٤ش هخٛش ٓخ ٣ظؼِن رخُٔٞحى حُوخّ حُٔٔظؼِٔش ك٢
حُؼِٔ٤خص أ ٝػ٘ي ٍؿزش ٓ٘ظٔش ح٧ػٔخٍ ك ٢ط٘ٔ٤ش حُويٍس ػِ ٠اٗظخؽ ٓٞحى
هخّ ؿي٣يس ُُٜ ْ٤خ ػ٬هش رخُٔ٘ظؾ حُلخُٝ .٢حُظٌخَٓ حُوِل٘ٓ ٌٖٔ٣ ٢ظٔش
ح٧ػٔخٍ ٖٓ حُٔ٤طَس رٍٜٞس أًزَ ػِ ٠ؿٞىس حُٔٞحى ح٤ُٝ٧ش حُظ ٢طلَٜ
ػِٜ٤خ.
اعزشار١غ١خ اٌزىبًِ األفم،Horizontal Integration Strategy ٟ
٘ٛٝخ هي ٣ظْ حُظٌخَٓ ػ٘ي ىه٘ٓ ٍٞظٔش ح٧ػٔخٍ ُٔ٤خى ٖ٣ػَٔ ؿي٣يس ،ك٤ؤهٌ
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151 حٛ٩يحء
ٌَٗ َ١ف ٓ٘ظـخص ؿي٣يس ُٞٓ٨حم ٗلٜٔخ أ ٝر٤غ حُٔ٘ظؾ ٗلٔ ٚاُ ٠أٓٞحم
ؿي٣يسًٔ .خ هي ٌٕٞ٣ػٖ ٣َ١ن َٗحء حُٔ٘ظٔش ُٔ٘ظٔش أهَ ٟطو ّٞربٗظخؽ
حُٔ٘ظؾ ٗلٔٝ ٚرخُؼِٔ٤ش حٗ٩ظخؿ٤ش ٗلٜٔخ .أ ٝطو ّٞرَ٘حء ٓ٘ظٔش أهَ ٟطٔظِي
رؼ٘ٓ ٞخكٌ حُظ٣ُٞغ ك ٢أٓٞحم ؿي٣يس ُ٘لْ حُٔ٘ظؾ حٌُ ١طو ّٞحُٔ٘ظٔش
ربٗظخؿُ ٚظيػْ ٓٞهق حُٔ٘ظٔش ح٤ِٛ٧ش ٝطٔخػيٛخ ػِ ٠حُيه ٍٞاُ ٠هْٔ
ؿي٣ي ٖٓ أهٔخّ حُٔٞم ،أ ٝط٤ٓٞغ كؼخُ٤خص حُٔ٘ظٔش اُٞٓ ٠حهغ ؿـَحك٤ش
أهَ ٟرِ٣خىس حُٔ٘ظـخص ٝحُويٓخص حُٔويٓش ُٞٓ٨حم حُٔظيحُٝش.
.0اعزشار١غ١خ اٌزٕ٠ٛغ ،Diversification Strategyإ حٓظَحط٤ـ٤ش
حُظ٘٣ٞغ طؼ٘ ٠إٔ طو٘ٓ ّٞظٔش ح٧ػٔخٍ رخُظٓٞغ ٖٓ ه: ٍ٬
-طوي ْ٣حُٔ٘ظـخص /حُويٓخص حُـي٣يس.
-اٟخكش أٓٞحم ؿي٣يس اُ ٠حٞٓ٧حم حُلخُ٤ش.
-اٟخكش رؼ ٞحُؼِٔ٤خص حٗ٩ظخؿ٤ش اُ ٠ػِٔ٤خطٜخ حُلخُ٤ش.
إ حُٜيف حَُث ٌُٜٙ ْ٤حٓ٫ظَحط٤ـ٤ش ٞٛىه٘ٓ ٍٞظٔش ح٧ػٔخٍ ك٢
رؼٓ ٞـخ٫ص ح٧ػٔخٍ ك ٢ٜحٓظَحط٤ـ٤ش ٓ٘خٓزش ػ٘يٓخ ُِ٘ٔ ٌٕٞ٣ظٔش ٓٞهغ
ط٘خكٔ ٢ه )Thomson & Strickland,1999:170( َ٤٘٣ٝ .١ٞاُ ٠إٔ أٓزخد
اػظٔخى حٓظَحط٤ـ٤ش حُظ٘٣ٞغ :٢ٛ
-ط٘٣ٞغ حُٔوخ.َ١
ٞٓ-حؿٜش ٍٞٛٝرؼ ٞحُٔ٘ظـخص آَُ ٠كِش حُ٘ٞ٠ؽ أ ٝحٗ٩زخع.
-طلون طيكوخص ٗوي٣ش طِ٣ي ػِ ٠اكظ٤خؿخص حٓ٩ظؼٔخٍ كٝ ٢كيس ح٧ػٔخٍ
حٓ٫ظَحط٤ـ٤ش.
٣ُ-خىس حُٔؼيٍ ح٩ؿٔخُ ُٞٔ٘ ٢حُٔ٘ظٔش.
ٌٔ٣ٝااااااٖ طٜاااااا٘٤ق حٓااااااظَحط٤ـ٤ش حُظ٘٣ٞااااااغ اُااااااٛ ٠اااااا٘ل ٖ٤أٓخٓااااااٖ٤٤
(:٢ٛٝ )Wright et al,1998:92
حٓظَحط٤ـ٤ش حُظ٘٣ٞغ حُٔظَحر٢
Related Or Concentric Diversification Strategy
طؼظٔي ٌٙٛحٓ٫ظَحط٤ـ٤ش ػِ ٠اٟخكش ٓ٘ظـخص ؿي٣يس طَطز ٢رؤػٔخٍ
حُٔ٘ظٔش حُلخُ٤ش ك٤غ طَطزٓ ٢ؼٜخ ك ٢ؿخٗذ أ ٝأًؼَ ًبٍطزخٜ١خ
رخُظٌُ٘ٞٞؿ٤خ ،حٗ٩ظخؽ أ ٝحُظٔ٣ٞن (َ٤٘٣ٝ .)Harrison & John,1998:82
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153 حٛ٩يحء
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حٛ٩يحء 154
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155 حٛ٩يحء
• طو ٚ٤ٜحُٔٞؿٞىحص :أ ١حُٔي ٟحٌُ ١طٌ ٕٞكٓ ٚ٤وخَ١س ُطَف أٝ
ُ٦هَ كٔ٤خ ٣ظؼِن رظو ٚ٤ٜحُٔٞؿٞىحص.
.6اعزشار١غ١خ اإلعزضّبس ،Investing Strategyهي طٌٔٔٙٛ ٠
حٓ٫ظَحط٤ـ٤ش رخٓظَحط٤ـ٤ش حُُ٘ٔ ٞـَ ٝحُز٤غ ،كوي ٣وط ٢حٌُؼٖٓ َ٤
ه٤خىحص ٓ٘ظٔخص ح٧ػٔخٍ اُ ٠طلو٤ن ٗٔ٘ٓ ٞظٔخطُ ْٜظ َٜكٛٞٔٗ ٢خ اُ٠
أػِ ٠ىٍؿش ٌٓٔ٘ش ُٜخ كٔذ َٓكِش طط٘ٓ ٍٞظـخطٜخ /هيٓخطٜخ .ػ٘ي
ًُي طزخع ُٔ٘ظٔش أًزَ ٝطلون ه٤خىس ٓ٘ظٔش ح٧ػٔخٍ حُظ ٢طؼظٔي ػِ٠
ٌٙٛحٓ٫ظَحط٤ـ٤ش أٍرخكخ ً ٖٓ ػِٔ٤ش حُز٤غ ٌٙٛػ٘يٓخ طِىحى كيس حُٔ٘خكٔش.
آظَحط٤ـ٤خص حٌٔٗ٩خٕ (حُظَحؿغ) Retrenchment Strategy
طظزغ ٌٙٛحٓ٫ظَحط٤ـ٤ش ػ٘ي اٗولخٓ ٝؼي٫ص طلو٤ن حٛ٧يحف ػٔخ ٓزن
طلو٤وٓٝ ،ٚلخُٝش ح٩ىحٍس ٍكغ ٓٔظ٣ٞخص ح٧ىحء ٖٓ ه ٍ٬حُظًَ ِ٤ػِ٠
طلو٤ن حٌُلخءسٝ ،هيٓش ػٔ٬ثٜخ ك ٢هطخع حُٔ٘ظٞؿخص ٝحُويٓخص حُٔخروش
ٗلٜٔخ ٓغ اٟطَحٍٛخ ُول ٞػيى ٌٙٛحُوطخػخص .طًَِ ح٩ىحٍس كٌٙٛ ٢
حٓ٫ظَحط٤ـ٤خص ػِ ٠ه٤خٍحطٜخ حُٔظؼِوش رظلٔ ٖ٤ح٧ىحء حُٞظ٤لٝ ٢هل ٞػيى
ٝكيحطٜخ حُؼخِٓش ًحص حُظيكن حُ٘وي ١حُِٔزٝ .٢طٜيف حَُٔكِش حٖٓ ٠ُٝ٧
حٓظَحط٤ـ٤ش حٌٔٗ٩خٕ اُ ٠هل ٞحُلـْ ٝحٌُِقٝ .طٔؼَ حَُٔكِش حُؼخٗ٤ش ىػْ
حٓ٩ظوَحٍ (حُزوخء) حٌُ٘٣ ١ط ٟٞػِٟٝ ٠غ رَٗخٓؾ طؼز٤ض حُٔ٘ظٔش رٟٞؼٜخ
حُـي٣ي .طؼي آظَحط٤ـ٤خص حٌٔٗ٩خٕ َٓكِش كَؿش ك ٢ك٤خس حُٔ٘ظٔش ك٢
حُؼٞىس اُٗ ٠وطش اٗط٬م ؿي٣يس رؼي آظ٤ؼخد ػٞحَٓ حُلَ٘ ٝح٧هٌ رٞحكيس
ٖٓ حٓ٫ظَحط٤ـ٤خص حُٔخروش ،أ ٝكِٜ٘خ ٝهَٝؿٜخ ٖٓ ىحثَس حُٔ٘خكٔشٖٓٝ .
حٓظَحط٤ـ٤خص حٌٔٗ٩خٕ (: )Coulter,2003:274-279
اعزشار١غ١خ اٌزؾٛي ٢ٛٝ ، Transform Strategyحٓ٫ظَحط٤ـ٤ش حُظ٢
طظزؼٜخ ٓ٘ظٔش ح٧ػٔخٍ ػ٘يٓخ طٌ ٕٞحٌُٔ٘٬ص ٓ٘ظَ٘س كٜ٤خ ٌُٜ٘ٝخ ُٔ٤ض
هطَ٤س رؼي ٢ٛٝ ،ط٘ط ١ٞػَِٓ ٠كِظ ،ٖ٤ح ،٠ُٝ٧حٌٔٗ٩خٕ حٌُٜ٣ ١يف
اُ ٠طول ٞ٤حُلـْ ٝحُظٌخُ٤قٝ ،حُؼخٗ٤شَٓ ،كِش حُيػْ ٝحٓ٩ظوَحٍ ٝحُظ٢
ط٘ط ١ٞػِٟٝ ٠غ رَٗخٓؾ ُظؼز٤ض ٟٝغ حُٔ٘ظٔش حُـي٣ي.
اعزشار١غ١خ اٌزغش٠ذ ٖٓ ، Divestment Strategyحُٔ٘خٓذ اطزخع ٌٙٛ
حٓ٫ظَحط٤ـ٤ش اًح أٌٖٓ اٍؿخع ٌٓ٘٬ص ٓ٘ظٔش ح٧ػٔخٍ اُ ٠طيٗ ٢أىحء
اكي ٟحُٞكيحص حٓ٫ظَحط٤ـ٤ش أ ٝأكي هط ١ٞحُٔ٘ظـخص /حُويٓخص أ ٝك٢
كخُش ػيّ اٗٔـخّ أكي حُوطخػخص ٓغ رخه ٢هطخػخص حُٔ٘ظٔش ،كٌٙٛ ٢
حُلخ٫ص طو٘ٓ ّٞظٔش ح٧ػٔخٍ رز٤غ أ ٝطٜل٤ش ٌٙٛحُٞكيحص حٓ٫ظَحط٤ـ٤ش.
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157 حٛ٩يحء
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يحءٛ٩ح 158
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159 حٛ٩يحء
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حٛ٩يحء 160
حُٜٔيٍ ٖٓ :اػيحى حُٔئُل١ ٖ٤زوخ ً ُٔخ ػٌٔظ ٚأىر٤خص حٓ٫ظَحط٤ـ٤ش ٝحُظوط ٢٤حٓ٫ظَحط٤ـ.٢
ِذخً رؼش٠ف االػّبي ١ :Abell,s Business Definitionزوخ ً ُِزخكغ
Abell,sكخ٧ػٔخٍ ٌٖٔ٣طلي٣يٛخ ربٓظويحّ ػ٬ع أرؼخى٢ٛٝ ،
(:)Coulter,2003:218-220
• ِغبِ١غ اٌؼّالء ٝ ،Customer Groupsحُظ ٢ط٘ َ٤آُ ٠ئحٍ أ١
حُؼٔ٬ء ٓٞف ٗويّ.
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161 يحءٛ٩ح
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حٛ٩يحء 162
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163 حٛ٩يحء
اٌزّ١١ض
ٍٝحطذ ِٓٝح٣خ ؿ٤ايس ُـاٌد ًلخءحص ػخُ٤ش كٓ ٢ـخٍ حُزلٞع حٓ٧خٓ٤ش
حُؼٔخُش ٝحٌُلخءحص حُٔزيػش حُٔٔؼش حُـ٤يس كٓ ٢ـخٍ حُـٞىس
حَُ٣خىس ك ٢حُظٌُ٘ٞٞؿ٤خ
هزااااَس ِ٣ٞ١ااااش كاااا ٢حُٜاااا٘خػش أٓ ٝـٔٞػااااش ٓااااٖ
حُٜٔخٍحص ك٘ٛ ٢خػخص أهَٟ
طؼخ ٕٝه ٖٓ ١ٞك٘ٞحص حُظ٣ُٞغ
ِٓ٣ؾ ٖٓ حُٔ٤خٓخص أػٙ٬ ِٓ٣ؾ ٖٓ حُٔ٤خٓخص أػٙ٬
طٞؿ ٚ٤حُِٔ٣ؾ ُظلو٤ن ٛيف
اٌزشو١ض
Source: Certo, S., & peter, P., "The Strategic Management Process" 3 rd. ed., Irwin
pub., 1995:82
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يحءٛ٩ح 164
164
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165 حٛ٩يحء
حُظ ٢طٌ ٕٞكٜ٤خ حُٔ٘ظٔش ؿٓ َ٤ظِٔ٤س أ ٝػ٘يٓخ طو ّٞربػظٔخى حٓظَحط٤ـ٤ش
حُظوِ٤ي ُ٨هَ.)Mintzberg,1988:1-67( ٖ٣
حُزيحثَ حٓ٫ظَحط٤ـ٤ش ػِ ٠حُٔٔظ ٟٞحُٞظ٤ل٢
Strategic Alternatives In Functional Level
طٜظْ حٓ٫ظَحط٤ـ٤خص حُٞظ٤ل٤ش رٔـخٍ ٝظ٤لٓ ٢ليى ٣ؼَٔ ػِ ٠ط٘ظْ٤
آظـٍٞٓ ٍ٬ى ٓؼ ٖ٤رخُٔ٘ظٔش ٓخىً ١خٕ أّ رَ٘ٔٓ َ٤٘٣ٝ ،١ظٟٞ
حٓ٫ظَحط٤ـ٤خص حُٞظ٤ل٤ش اُ ٠حُٞظخثق حَُثٔ٤ش حُظ ٢طو ّٞرٜخ ٓ٘ظٔخص
ح٧ػٔخٍ ٓؼَ (حُظٔ٣ٞن ،حٗ٩ظخؽ ٝحُؼِٔ٤خص ،حُزلغ ٝحُظطٗ ،َ٣ٞظْ
حُٔؼِٓٞخص ،حُٔٞحٍى حُزَ٘٣ش،حُٔخُ٤ش) .كٌٛ ٢ح حُٔٔظ٘ٛ ٟٞخى ٓـٔٞػش ٖٓ
ح٩هظ٤خٍحص حَُث٤ٔ٤ش حُظ ٢طئػَ كٗ ٢ـخف أ ٝكَ٘ حُٞظ٤لشٝ .طٔظٔي ٌٙٛ
ح٩هظ٤خٍحص ٖٓ حٓظَحط٤ـ٤خص حُٔ٘ظٔش ػِ ٠حُٔٔظ ٟٞحٌُِٖٓٝ ٢
حٓظَحط٤ـ٤خص ٝكيحص ح٧ػٔخٍ ًٔخ طظٞهق آٌخٗ٤ش حُؤْ حُٞظ٤لٝ ٢حُلَٙ
ٝحُظٜي٣يحص حُظٞ٣ ٢حؿٜٜخ رخٟ٩خكش اُ ٠حٛ٧يحف حُٔزخَٗس ُِؤْ كٔذ
ٝظ٤لظ.ٚ
.1اٌزغ٠ٛك : Marketingطَطز ٢حٓظَحط٤ـ٤خص حُظٔ٣ٞن رخُٔ٘ظؾ /حُويٓش
،حُٔؼَ ،حُظَ٣ٝؾٝ ،ه٘ٞحص حُظ٣ُٞغ .أٓ ١خ ٢ٛحُو٘ٞحص حُظ٣ُٞؼ٤ش
ُِٔ٘ظٔش ؟ ٓٝخ ٘ٓ ٢ٛخ١ن حُز٤غ ؟ ٞٛ ٖٓٝحُٔٞم حُٔٔظٜيف ؟ ٓٝخ ٢ٛ
ٓ٤خٓش حٓ٧ؼخٍ ؟ ٘٣ َٛٝزـ ٢إٔ ٣و ّٞحُٔؼَ ػِ ٠أٓخّ حُٔٞم ،أّ
ػِٓ ٠خّ حُظٌخُ٤ق ؟ ٓٝخ ٢ٛهٜخث ٚحُٔ٘ظؾ حُظ٣ ٢ـذ حُظؤً٤ي
ػِٜ٤خٓٝ ،خ ٢ٛهٞس طؤػ َ٤حُظٔ٣ٞن ػِ ٠هٜخث ٚحُٔ٘ظؾٝ .ػخىس ٓخ
طٌٓ ٕٞلَىحص ٌٙٛحٓ٫ظَحط٤ـ٤ش طـٔ٤ي ٝحهؼٝ ٢آظويحّ ًلٞء ُِـٞحٗذ
حُظٔ٣ٞو٤ش حُٔوظِلش ُٟٞغ ٝط٘ل ٌ٤حٓظَحط٤ـ٤ش ح٧ػٔخٌٍُُ ،ي كبٜٗخ طظؤػَ
ر٘ٞع حُوَحٍ حُٔؼظٔي كٔ٤خ اًح ًخٕ ه٤خٍحً ٓوظٜخ ً رظ٤ٓٞغ حُٔٞم ،أٝ
حُزوخء ػِٗ ٠لْ حُٔٞم حُلخُ ٢ك ٢ا١خٍ ططٝ َ٣ٞطـي٣ي آُ٤خص حُظؼخَٓ
ٓغ ٖٓٝ .حُ ١ٍَٝ٠حُو ٍٞإٔ حُيٍحٓخص حُوخٛش رخُٔٞم ٝحُٔٔظٖ٤ٌِٜ
ًِْٜٞٓٝطٔؼَ ٓيه٬ص ٜٓٔش ُِظؼخَٓ ٓغ ٓلَىحص ٌٙٛحٓ٫ظَحط٤ـ٤ش.
.8اإلٔزبط ٚاٌؼٍّ١بد : Production and Operationطٜظْ حٓظَحط٤ـ٤ش
حٗ٩ظخؽ ٝحُؼِٔ٤خص رٔـٔٞػش ٖٓ ح٩ػظزخٍحص طظؼِن رخُؼِٔ٤خص حُظ ٢طوّٞ
رٜخ ٓ٘ظٔش ح٧ػٔخٍ ٌٙٛ ٖٓٝ ،ح٩ػظزخٍحص ؿٞىس حُٔ٘ظـخص /حُويٓخص
حُظ ٢طو ّٞرظوئٜ٣خ ُِؼٔ٬ء ،ح٩ؿَحءحص حُٔظزؼش َُهخرش ؿٞىس حُٔ٘ظـخص /
حُويٓخصٓٝ ،خ ٢ٛػِٔ٤ش حٗ٩ظخؽ ؟ ٢ٛ َٛه ٢طـٔ٤غ أّ ػزخٍس ػٖ
كَم اٗظخؽ ،أّ اٗظخؽ رخَُٔحكَ َٛٝ ،إٔ حُٔ٘ظٔش طظزغ أِٓٞد حٗ٩ظخؽ
copyright law.
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حٛ٩يحء 166
ٝكن حُطِذ أّ ُـَ ٝحُظوِ َٛٝ ،ٖ٣إٔ ػِٔ٤ش حٗ٩ظخؽ طظٔخٗٓ ٠غ
حُطِزخص حُٔ٤ٔٓٞش ،أّ أٜٗخ رٔٔظٝ ٟٞحكي ه ٍ٬حُٔ٘شٓ ،زَ اىهخٍ
حُظو٘٤خص حُـي٣يس ك ٢ػِٔ٤ش حٗ٩ظخؽٓٝ ،ي ٟطٔ ِ٤حُؼِٔ٤ش رٌؼخكش حُؼَٔ.
ٝربػظزخٍ حٗ٩ظخؽ ٓـخٝ ً٫ظ٤ل٤خً ،كبٗ َٔ٘٣ ٚػِ٢ٗ ًَ ٠ء ٣يهَ رٌَ٘
ٓزخَٗ ك٘ٛ ٢خػش ٝط٣ُٞغ حُٔ٘ظؾ أ ٝطٞك َ٤حُويٓش.
.0اٌجؾش ٚاٌزط٠ٛش : Research and developmentكل ٢حُؼي٣ي ٖٓ
حُٜ٘خػخص ٫طٔظط٤غ حُٔ٘ظٔش إٔ ط٘ٔ ٞأ ٝكظ ٫ ٠طٔظط٤غ إٔ طزوٖٓ ٠
ى ٕٝط٤ُٞي اٗٔ٤خر٤ش ٓظٞحِٛش ٖٓ حُٔ٘ظـخص حُـي٣يس٣ٝ .ؼَٔ أهٜخثٞ٤ح
حُزلغ ٝحُظط َ٣ٞػِ ٠ارظٌخٍ ٓ٘ظـخص ؿي٣يس ٖٓ أؿَ ىػْ حٓظَحط٤ـ٤ش
ح٧ػٔخٍ .ك٤غ ٣و ّٞهْٔ حُزلغ ٝحُظط َ٣ٞرظ ٍٜٞأكٌخٍ حُٔ٘ظـخص
حُـي٣يس ٝططَٛ٣ٞخ اُ ٠إٔ ط َٜحُٔ٘ظـخص اُ ٠حٗ٩ظخؽ حٌُخَٓ ٝطيهَ
حُٔٞمٝ .ط٘ظَٔ ٌٙٛحُؼِٔ٤ش ػِ ٠ط٤ُٞي ٔٓٝق حُٔلخٝ ،ْ٤ٛطوط٢٤
ٝطط َ٣ٞحُٔ٘ظـخص .إ رؼ٤ٛ ٞخًَ حُٜ٘خػش طـؼَ ٖٓ حُزلغ
ٝحُظطٜٔٓ َ٣ٞخ ً ؿيحً ١خُٔخ إٔ حُٔ٘ظـخص حُـي٣يس ٌٖٔ٣إٔ طٌَٓ ٕٞرلش
ؿيحًٓٝ ،غ ًُي ٗـي حُزلغ ٝحُظط ٌٖٔ٣ َ٣ٞإٔ ٔٓ ٌٕٞ٣ظٌِٜخ ً ُِٞهض
ٌِٓٝلخ ً ٓٝللٞكخ ً رخُٔوخ .َ١إ حٓظَحط٤ـ٤خص حُظـي٣ي ـ أ ١طِي
حٓ٫ظَحط٤ـ٤خص حُظ ٢طًَِ ػِ ٠طط٘ٓ َ٣ٞظـخص ؿي٣يس ـ ٌٖٔ٣إٔ طٌٕٞ
ٓللٞكش رخُٔوخ َ١ؿيحً ٌُٜٝح حُٔزذ طو ّٞحُؼي٣ي ٖٓ حُٔ٘ظٔخص ربٓظويحّ
آظَحط٤ـ٤خص حُظوِ٤ي ُِٔ٘ظـخص حُٔ٘خكٔشٝ .ك ٢حُٔ٘ٞحص ح٧هَ٤س ،اُىحى
حُظؤً٤ي ػِ ٠ى ٍٝحُزلغ ٝحُظط َ٣ٞك ٢اٟخكش حُؤ٤ش ٖٓ هٍٝ ٍ٬حرطٚ
حُيحهِ٤ش رٞظ٤لظ ٢حُظ٤ٜ٘غ ٝحُظٔ٣ٞن.
ٔ .7ظُ اٌّؼٍِٛبد : Information Systemsطظـ٘ٓ ٚظٔخص ح٧ػٔخٍ اُ٠
حٓظَحط٤ـ٤خص ٗظْ حُٔؼِٓٞخص ٖٓ ه ٍ٬حُظًَ ِ٤ػِ ٠طٌُ٘ٞٞؿ٤خ
حُٔؼِٓٞخص ُظِ٣ٝي ٝكيحص أػٔخُٜخ ٝاىحٍطٜخ رخٓ٧خُ٤ذ حُلي٣ؼش
ُِٔؼِٓٞخص ٝاطوخً حُوَحٍحص .طٔظويّ ٗظْ حُٔؼِٓٞخص ك ٢حُٞهض
حُلخ َٟػِٗ ٠طخم ٝحٓغ ٖٓ هزَ حُؼي٣ي ٖٓ ٓ٘ظٔخص ح٧ػٔخٍٝ ،هي
أٛزق ٌٛح حُ٘ٞع ٖٓ حٓ٫ظَحط٤ـ٤خص ٓ٬ثٔخ ً رٌَ٘ ًزُ َ٤ظلو٤ن حُظلٞم
حُظ٘خكُِٔ٘ٔ ٢ظٔخصٝ .رٔزذ طؼيى حُٔٔظ٣ٞخص ح٩ىحٍ٣ش ك٘ٓ ٢ظٔخص
ح٧ػٔخٍ ٝاهظ٬ف ٝكيحص أػٔخُٜخ ٣ظطِذ آظ٬ى حُٔ٘ظٔخص حُؼي٣ي ٖٓ
أٗظٔش حُٔؼِٓٞخص ًحص حُؼ٬هش رٌَ ٓٔظ ٟٞاىحٍٝ ًَٝ ١كيس ط٘ظ٤ٔ٤ش
ػخِٓش رٜخ.
copyright law.
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167 حٛ٩يحء
167
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حٛ٩يحء 168
168
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169 حٛ٩يحء
ى ٍٙٝػِ ٠أٓخّ ػخِٓ ٖ٤أػ٘ٓ : ٖ٤ؼيٍ ٗٔٞٓ ٞهٝ ،ٚكٜظًُ ٖٓ ٚي
حُٔٞم .ك َ٤٘٤اٌّؾٛس اٌؼّٛد ٞآُ ٠ؼيٍ ٗٔ ٞحُٔٞمٓ ،وخٓخ ً ر٘ٔزش ٗٔٞ
حُٔٞم ٓ٘٣ٞخ ً (حُلخُ٤ش أ ٝحُٔظٞهؼش)ًُٝ ،ي حُٔٞم حٌُ ١طؼَٔ ك ٚ٤حُٔ٘ظٔش،
أٓخ اٌّؾٛس األفم ٟك َ٤٘٤اُ ٠كٜش حُٔٞم حُ٘ٔز٤شٝ ،حُظ٣ ٢ظْ اكظٔخرٜخ
ػٖ ٣َ١ن طؤ ْ٤كٜش ٓٞم ٓ٘ظٔش ح٧ػٔخٍ (رخُٞكيحص) ػِ ٠كٜش
ٓٞم أًزَ ٓ٘خكْ ُٜخ .كؼِٓ ٠ز َ٤حُٔؼخٍ ،إٔ كٜش حُٔٞم حُ٘ٔز٤ش ()0.3
طؼ٘ ٠رؤٕ كـْ ٓز٤ؼخص ٓ٘ظٔش ح٧ػٔخٍ ٞٛكو ٖٓ %30 ٢كـْ ٓز٤ؼخص
هخثي حُٔٞم.
إ ٌٙٛحُٜٔلٞكش ط٠غ ح٧ػٔخٍ ك ٢أٍرؼش ه٣٬خ ،طؼٌْ حُظًَ٤زخص
حٌُٔٔ٘ش حٍ٧رؼش ُِ٘ٔ ٞحُؼخُٝ ٢حُٞح١ت ٓغ كٜش حُٔٞم حُؼخُ٤ش ٝحُٞح١جش.
ٌٙٛٝحُو٣٬خ طٔؼَ أٗٞحع ٓؼ٘٤ش ٖٓ ح٧ػٔخٍ ،رل٤غ إٔ ًَ ٗٞع ٖٓ ٌٙٛ
حٞٗ٧حع ُٚ ٌٕٞ٣ىٓ ٍٝؼِ٣ ٖ٤ؼز ٚكٓ ٢للظش ح٧ػٔخٍ حٌُِ٤ش.
.1ػالِبد اإلعزفٙبَ ،Question Marksىٍؿش حُ٘ٔ ٞك ٢حُ٘٘خ ١ػخُ٤ش /
كٜش حُٔ٘ظٔش ك ٢حُٔٞم ٓ٘ول٠ش٘ٓ ٢ٛٝ .ظـخص ٗخرش طؼ َ٤اٌٗخ٫ص
ٝ Problems Children’sطظطِذ ٓؼخُـخص ٛل٤لش ٝىه٤وش ٌُٜٗٞخ
طلظخؽ اُ ٠طٔٝ َ٣ٞطٔؼَ ٓ٘ظـخص ك ٢ريح٣ش ىٍٝس حُل٤خس أك٤خٗخًٌُُ .ي
ط٘ َ٤حٓ٩ظلٜخّ اُ ٠حُظط ٍٞأّ حُظَى ،أ ١آخ حُيه ٍٞك ٢حٞٓ٧حم ًحص
حُ٘ٔ ٞحُؼخُ ،٢أ ٝحُؼَٔ ًٞحكيس ٖٓ حُؼي٣ي ٖٓ ٓ٘ظٔخص ح٧ػٔخٍ حُٔ٘خكٔش
حُٜـَ٤س ك ٢حُٜ٘خػخص حُ٘خٗجشٝ ،ػٓ٬خص حٓ٩ظلٜخّ ٘ٛخ طلظخؽ ػٔٓٞخ ً
اُ ٠حٌُؼ ٖٓ َ٤حٞٓ٧حٍ ،ك٤غ أٜٗخ ٣ظٞؿذ ػِٜ٤خ حٓ٩ظَٔحٍ ربٟخكش ٓخ
ٓ ٞٛطِٞد ٖٓ حُؼَٔ ٝحُٔؼيحص ٝح٧كَحى ٖٓ أؿَ ٓـخٍحس حُٜ٘خػش ًحص
حُ٘ٔ ٞحَُٔ٣غ رـ٤ش إٔ طٜزق رًَِٔ حُٜيحٍسٝ .إ ٜٓطِق ػٓ٬خص
حٓ٩ظلٜخّ ٓوظخٍ رٌَ٘ ٛل٤ق ٘ٓ ٕ٧ظٔش ح٧ػٔخٍ ٘ٛخ ػِٜ٤خ إٔ طلٌَ
ِٓ٤خ ً رٔٔجِش كٔ٤خ اًح ٣ـذ ػِٜ٤خ إٔ طٞح َٛحٓ٩ظؼٔخٍ رخٞٓ٧حٍ ك ٢حُؼَٔ
أ ٝحُوَٝؽ ٖٓ ًُي .أٓخ أك َ٠حٓ٫ظَحط٤ـ٤خص ُِٔ٘ظٔش ٘ٛخ إٔ طوّٞ
ربطزخع حٓظَحط٤ـ٤ش حُظًَ ِ٤رٔخ ٔ٣خػيٛخ ػِ ٠طوطٞٓ ٠هق حٗ٩ولخ ٝك٢
كٜظٜخ ٓٝلخُٝش حٓ٩ظلخىس ٖٓ ٓؼيٍ حُ٘ٔ ٞك ٢حُ٘٘خ ١رخُٔٞمًٔ ،خ
ٌٜ٘ٔ٣خ اطزخع أ ٖٓ ١حٓظَحط٤ـ٤خص حُ٘ٔٝ ٞحُظٓٞغٝ ،أهَ٤حً كوي ٫طظ٤ق
آٌخٗ٤خص حُٔ٘ظٔش ا ٫اطزخع حٓظَحط٤ـ٤ش حٌٔٗ٩خٕ.
.8إٌغ ،Stars َٛىٍؿش حُ٘ٔ ٞك ٢حُ٘٘خ ١ػخُ٤ش /كٜش حُٔ٘ظٔش ك٢
حُٔٞم ػخُ٤ش ٢ٛٝ .طٔؼَ ػِٔ٤ش حٗ٩ظوخٍ رخ٧ػٔخٍ أ ٝحُٔ٘ظـخص ٖٓ هِ٤ش
ػٓ٬خص حٓ٩ظلٜخّ اُ ٠هِ٤ش حُ٘ـ .ّٞكخُ٘ـٔش طؼ٘ ٠هخثي حُٔٞم حُؼخُ٢
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حٛ٩يحء 170
حُ٘ٔ ،ٞؿ َ٤أٜٗخ ُ ْ٤رخٍَُٝ٠س إٔ طٞكَ ٗويحً ًؼَ٤حً٘ٛٝ .خ ػِ ٠حُٔ٘ظٔش
إٔ ط٘لن هيٍحً ًزَ٤حً ٖٓ حٞٓ٧حٍ طٔخٗ٤خ ً ٓغ ٓؼيٍ ٗٔ ٞحُٔٞمٝ ،حُٞهٞف
رٞؿٛ ٚـٔخص حُٔ٘خكٔٝ ،ٖ٤إ حُ٘ـ ّٞؿخُزخ ً ٓخ طٔظِٜي حُ٘وي ريٖٓ ً٫
ط٤ُٞيٝ .ٙكٓ ٢ؼَ ٌٙٛحُظَٝف كؼِ٘ٓ ٠ظٔش ح٧ػٔخٍ اطزخع حٓظَحط٤ـ٤ش
حُ٘ٔٝ ٞحُظٓٞغ رؤ ٖٓ ٌَٗ ١أٌٗخُٜخ ،كخُٔ٘ظٔش ٌُ ٢طلخكع ػِ ٠حَُ٣خىس
طؼَٔ ػِ٣ِٓ ٠ي ٖٓ حٓ٩ظؼٔخٍحص ُِ٘ٔ.ٞ
.0اٌٛؽذاد أ ٚاألٔشطخ اٌّذسح ٌٍٕمذ٠خ ،Cash Cowsكٜش حُٔ٘ظٔش ك٢
حُٔٞم ػخُ٤ش /ىٍؿش حُ٘ٔ ٞك ٢حُ٘٘خ٘ٓ ١ول٠ش ٢ٛٝ :ح٧ػٔخٍ ك٢
حٞٓ٧حم ًحص حُ٘ٔ ٞحُٔ٘ ١ٞحُٞح١تٝ ،حُظ ٢طٔظِي كٞٓ ٜٚم ًزَ٤س،
ٝإ ح٧ػٔخٍ ك ٌٙٛ ٢حُوِ٤ش طُٞي ًؼَ٤ح ً ٖٓ حُ٘وي ُٔ٘ظٔش ح٧ػٔخٍ .اً ٫
٣ظؼ ٖ٤ػِ ٠حُٔ٘ظٔش إٔ طٔ ٍٞهيٍحً ًزَ٤حً ٖٓ حُظٓٞغ رٔزذ اٗولخٝ
ٓؼيٍ ٗٔ ٞحُٔٞم٘ٛٝ .خ ػِ٘ٓ ٠ظٔش ح٧ػٔخٍ حُظلٌ َ٤ربطزخع حٓظَحط٤ـ٤ش
طٌ ٕٞكٜ٤خ حٓ٩ظؼٔخٍحص كٓ ٢ـخ٫ص ٓظؼيىس ؿي٣يس ،أ ٝأهَٔٓ ٟخػيس،
ٓٔخ ٣ظطِذ اطزخع حٓظَحط٤ـ٤ش حُظ٘٣ٞغ حَُٔطزٝ ٢ؿ َ٤حَُٔطزٖٓٝ .٢
حُٔلظَٔ إٔ ٣ظْ طٔ َ٣ٞحُٔ٘ظـخص أ ٝح٘ٗ٧طش ك ٢هخٗش ػٓ٬خص حٓ٩ظلٜخّ
ٖٓ حٞٓ٧حٍ حُٔظُٞيس ٖٓ حُٔ٘ظـخص أ ٝح٘ٗ٫طش ك ٢هخٗش حُٞكيحص حُٔيٍس
حُ٘وي٣شٌٌٛٝ ،ح ٓخ ٣لغ ػخىس ك٘ٓ ٢ظٔخص ح٧ػٔخٍ حُ٘خؿلش ٝحُظ٘خكٔ٤ش،
ٔ٣ٝؼَ ٓ٘٤خٍٗ ٞ٣ـخف ٓ٘خٓذ ُٜخ.
.7اٌٛؽذاد أ ٚاألٔشطخ اٌّزؼضشح ٚاٌّض١شح ٌٍمٍك ،Dogsكٜش حُٔ٘ظٔش
ك ٢حُٔٞم ٓ٘ول٠ش /ىٍؿش حُ٘ٔ ٞك ٢حُ٘٘خ٘ٓ ١ول٠ش ٢ٛٝ :
حُٔ٘ظٔخص حُظ ٢طظٔ ِ٤رلٞٓ ٜٚم ٟؼ٤لش ك ٢أٓٞحم ًحص ٗٔٞ
ٝح١ت ٖٓٝ ،حُ٘خك٤ش حًُ٘ٔٞؿ٤ش طُٞي أٍرخكخ ً أ ٝهٔخثَ ٝح١جش ػِ ٠حَُؿْ
ٖٓ أٜٗخ ٌٖٔ٣إٔ طيهَ رؼ ٞحُ٘وي.إ حُٔ٘ظٔش كٓ ٢ؼَ ٌٙٛحُظَٝف،
ػخىس ٓخ طِـؤ اُ ٠اطزخع حٓظَحط٤ـ٤ش حٌٔٗ٩خٕ رؤ ٖٓ ١أٌٗخُٜخ حُٔظؼيىس،
كوي طِـؤ حُٔ٘ظٔش اُ ٠حٓ٩ظُٔ٘ٔ ّ٬ظٔش أهٍَ ٟحثيس كٓ ٢ـخُٜخٝ ،هي
طظل ٍٞحُٔ٘ظٔش اُ٘ٗ ٠خ ١آهَ طخًٍش ٌٛح حُٔـخٍ رَٓظٝ ،ٚكي طـي
حُٔ٘ظٔش إٔ حٓظَحط٤ـ٤ش حُظٜل٤ش ٝر٤غ حُٔٞؿٞىحص أكُٜ َ٠خ ٖٓ
حٓ٩ظَٔحٍ ك ٢حُٔٞم.
إ حُـخ٣ش حٓ٧خٓ٤ش ٖٓ آظويحّ ٜٓلٞكش ٓ ٞٛ ،BCGؼَكش
حٓ٫ظَحط٤ـ٤خص حُٔ٬ثٔش ٧ػٔخٍ حُٔ٘ظٔش ًٌُٝي طٌ٘ َ٤أك َ٠كو٤زش
آظؼٔخٍ ٓظٞحُٗش ُِٔ٘ظـخص أٝ ٝكيحص ح٧ػٔخٍ .إ طٞحُٕ حُلو٤زش ٣ؼ٘٠
ط٣ُٞغ ٓ٬ثْ أ٘ٓ ٝخٓذ ُِٔ٘ظـخص أٝ ٝكيحص ح٧ػٔخٍ ػِ ٠هخٗخص
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171 يحءٛ٩ح
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حٛ٩يحء 172
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173 حٛ٩يحء
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يحءٛ٩ح 174
،ً٫ٞٔٗ َ أًؼٖٚٗ أ٤ز٣ BCG ًؽ حُٔخرنًُٞٔ٘ؽ رخٌُٞٔ٘ح حٛ إ ٓوخٍٗش
ًؽٞٔٗ ٖٓ كيحصُٞحٝ ِ حُٔ٘ظـخص٤٤ٔطٝ َ٤ِ حُظل٢ؼظزَ أًؼَ ىهش ك٣ رٌُيٝ
ش٤ٌُٔحَٓ حٞحُؼٝ ي ٖٓ حُٔئَٗحص٣ حُؼيٚٓ آظويح٠َُؿغ ًُي ا٣ٝ ،BCG
ٖ٤ًؿُٖٞٔ٘ ح٤ىس رٞؿٞٓ ٚ حُظ٘خرٚؿٝحٍ كبٕ أٞك٧ ًَ ح٢كٝ .ش٤ٌَُٔ ح٤ؿٝ
.حٗذٞي ٖٓ حُـ٣ حُؼي٢ك
Strategy O’clock Models ش٤ـ٤ٓظَحط٫ًؽ حُٔخػش حٞٔٗ
.َٟأهٝ ش٤ـ٤ٖ آظَحط٤ِش رٛى كخٝى كيٞؿٝ ّش حُٔخػش ُؼي٤ٔٔؿخءص ط
ش٤ػُٞ٘حٝ ٢كو٧ٍ حٖٞٔ حُٔلٟ َٔش رخُٔؼ٤رؼخى حَُث٧ حPorter اً كيى
ش٣خى٤ ٓخػش اػظ١ظلَى ًؤ٣ إ ػوَد حُٔخػشٝ ،١ىٍٞٔ حُؼٖٞٔ حُٔلٟ
ٖٓ ٖ٤ ٓؼٟٞ ٓٔظ١٧ حُٔ٘ظٔش٢٘ؼش طز٤ز١ ٙاٗٔخ طليىٝ ٌٓخٕ ػخرضُٚ ْ٤ُ
٫ ا٢ٛ ) ٓخ7-6( ٌَُ٘ ح٢َس كٛخٍحص حُظخ٤إ حُوٝ ،كَسٞخٍحص حُٔظ٤حُو
.خٛ٬ أػٝخ أِٜخٍ حُٔ٘ظٔش أٓل٤ٕ هٌٞ٣ ٔش هي٤خٍحص ٍث٤ه
ش٤ٔخص حُظ٘خك٤ـ٤ٓظَحط٫خٍحص ح٤هٝ ش٤ـ٤ٓظَحط٫ حُٔخػش ح:)7-6( ٌَٗ
ٍػٔخ٨ُ
Source: Johnson, G., & Scholes, K., "Exploring Corporate Strategy", 4th ed.,
London: Prentice Hall, (1997).
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175 حٛ٩يحء
أ .اٌخ١بساد اٌّؼزّذح ػٍ ٝاٌغؼش :طٜيف ٌٙٛاُ ٠حُظًَ ِ٤ػِ ٠ؿِء
حُٔٞم حُٔظلْٔ ُِٔؼَ ،كبًح اهظخٍص حُٔ٘ظٔش حُٔٔخٍ ( )1كبٜٗخ طٔؼ٠
اُ ٠طول ٞ٤حُٔؼَ ٓغ طلو٤ن هٔ٤ش ٓ٠خكش هِِ٤ش ٝحُظًَ ِ٤ػِ ٠ؿِء
ٓليى ٖٓ حُٔٞم ٍؿْ اٗولخٞٗ ٝػ٤ش حُٔ٘ظـخص أ ٝحُويٓخصٝ ،هي ٌٕٞ٣
حُٜيف ٖٓ طز٘ ٌٙٛ ٢حٓ٫ظَحط٤ـ٤ش ٞٛطلو٤ن حُيه ٍٞاُ ٠حُٔٞم
ٝطلو٤ن ٓ١ٞؤ هيّ ُـَ ٝحٗ٩ظوخٍ اُ ٠حٓظَحط٤ـ٤ش أهَ ،ٟأ ٝطِز٤ش
اكظ٤خؿخص ؿِء ٓليى ٖٓ حُٔٞم ٣ظٔ ِ٤رٞؿٞى ِ١ذ ٓظِح٣ي ٌُ١ٝ
حُيه ٍٞحُٔليٝىسٝ ،ػٔٓٞخ ً كبٕ حُٔ٘ظٔخص حُظ ٢طظز٘ٓ ٠ؼَ ٌٙٛ
حٓ٫ظَحط٤ـ٤خص هي ٫طزلغ ػٖ ٓ٘خكٔش ك ٢حُٔٞمٝ ،إ ىػْ حُٔؼَ
ح٧هَ ٌٖٔ٣إٔ ٖٓ ٌٕٞ٣ه ٍ٬ح٥ط:٢
.1ه٤خىس أهَ حُظٌخُ٤ق (.)Johnson & Scholes,1997:254
.2آظؼٔخٍ ٜٓخىٍ حٌُِلش حُٔ٘ول٠ش ٖٓ هِِٔٓ ٍ٬ش حُؤ٤ش.
.3حُل ٍٜٞػِ ٠حُٔٞحى حُوخّ رؤٓؼخٍ أهَ ِٓٝح٣خ حُلـْ ح٩هظٜخى ١ك٢
حُل ٍٜٞػِ ٠حُٔٞحى حُوخّ ٝحٗ٩ظخؽ ريكؼخص ٓؼ٘٤ش.
أٓخ حُٔٔخٍ ( )2كبٕ ه٤خٍ حُٔ٘ظٔش ٞٛحُٔؼ ٢اُ ٠طلو٤ن طلٞم ػِ٠
حُٔ٘خكٔ ٖٓ ٖ٤ه ٍ٬طوِ َ٤حُٔؼَ ٓغ حُللخظ ػِ ٠حُ٘ٞػ٤ش ُِٔ٘ظٞؽ أٝ
حُويٓش ،ا ٫إٔ ًُي هي ٌٕٞ٣ػِ ٠كٔخد ٛخٖٓ حَُرق ٝرخُظخُ ٢هي ٫طٌٕٞ
٘ٛخى كَٛش ُظِي حُٔ٘ظٔخص رخُظط.َ٣ٞ
إ حُطَ٣ن حً٧ؼَ طل ٖ٣ٌٛ ٖٟٔ ً٬٤٠حُٔٔخٍ ٞٛ ٖ٣طلو٤ن حُٔ٘ظٔش
حٓ٧ؼخٍ حُٔول٠ش ٖٓ ه ٍ٬آظ٬ى هخػيس حٌُِق حً٧ؼَ اٗولخٟخ ً ػٖ
حُٔ٘خكٔ ٖ٤أ ١ه٤خىس أهَ حٌُِق.
ة .خ١بساد اٌزّ١ض٣ :ظـٔي ٌٛح حُظٔ ِ٤ك٣َ١ ٢وش حُظ ْ٤ٜٔأ ٝحُؼٓ٬ش
حُظـخٍ٣ش ٝحُظو٘٤ش أ ٝحُوٜخث ٚأٗ ٝزٌش حُُٔٞػٗٝ ٖ٤زٌش هيٓخص
حُؼٔ٬ء٣ٝ ،لون ٌٛح حُو٤خٍ ُِٔ٘ظٔش ٫ٝء أًؼَ ٖٓ هزَ حُؼٔ٬ء ُِؼٓ٬ش
حُظـخٍ٣ش ٝكٔخٓ٤ش أهَ طـخ ٙحُٔ٘ظـخص حُٔ٘خكٔش Pringle et ( َ٤٘٣ٝ
ٟ٩ )al,1994:128خكش حُؤ٤ش ُِٔ٘ظَ ٌٙٛ ٖٟٔ ١حٓ٫ظَحط٤ـ٤ش ٌٕٞ٣
ٖٓ ه: ٍ٬
copyright law.
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حٛ٩يحء 176
.1ط٤ٜ٘غ حُٔ٘ظـخص حُظ ٢طؼظٔي ػِ ٠طٞك َ٤حُطخهش ُظول ٞ٤حٌُِلش حُظ٢
٣ظلِٜٔخ حُٔٔظِٜي كٓ ٢ـخٍ حُطخهش أ ٝط٤ٜ٘غ ٓ٘ظٞؿخص أهَ كخؿش اُ٠
حُ٤ٜخٗش.
٣ُ .2خىس هٜخث ٚح٧ىحء ُِٔ٘ظؾ ٓوخٍٗش رخُٔ٘خكٔٝ ٖ٤رٔخ ٠َٟ٣
حُٔٔظِٜي.
٣ُ .3خىس اىٍحى حُٔٔظِٜي ُؤ٤ش حُٔ٘ظٞؽ ٓغ حُٞهض ٖٓ ه ٍ٬طلٖٔ٤
ٓـٜٞىحص حُزلغ ٝحُظطٝ َ٣ٞطوي ْ٣حُٔٔخػيس حُل٘٤ش ُِٔٔظِٜي ػزَ
هيٓخص ٓخ رؼي حُز٤غ.
إ حُؼَٔ رخٓظَحط٤ـ٤ش حُظٔ٣ ِ٤ظ٤ق ُِٔ٘ظٔش حُٔلخكظش ػِٗ ٠لٜٔخ ٓظلٞهش
ػِ ٠حُٔ٘خكٔ ٖ٤ك ٢حُٜ٘خػش ٝهيٍحطٜخ ػِ ٠طوِ َ٤كٔخٓ٤ش حُٔٔظِٜي اُحء
حٓ٧ؼخٍ ،إ اٗظٜخؽ ٌٛح حُو٤خٍ ٣ئى ١اُ٣ُ ٠خىس حُلٜش حُٔٞه٤ش ٝرخُظخُ٢
ُ٣خىس حَُرل٤ش ُِ٘ٔ ٌٖٔ٣ٝظٔش ٖٓ إٔ طٔظِي ػٞحثن ُِيهٝ ٍٞطـؼَ ٖٓ
حُٜؼذ ػِ ٠حُيحهِ ٖ٤حُـيى حُظ٘خكْ ٓغ حُٔٔؼش ٝحُٜٔخٍس حُظ ٢طٔظٌِٜخ ك٢
حُٔٞمًٔ .خ إٔ حُظٔ ِ٤هي ٣ؼطِ٤ٓ ٢س ُِٔ٘ظٔش ػ٘يٓخ ٌٕٞ٣حُظٔ ِ٤ؿَ٤
ٓ َٜحُظوِ٤ي ٣ٝو ّٞحُٔ٘خكٔ ٕٞرظوِ٤ي ٙرٜؼٞرش أ ٝطوي٘ٓ ْ٣ظٞؿخص أك،َ٠
ًٔخ إٔ حُظٌخُ٤ق حُؼخُ٤ش حُظ ٢طظلِٜٔخ حُٔ٘ظٔش ٗظ٤ـش حُظط َ٣ٞحٌُ ١طو ّٞرٚ
هي ٜ٣زق ٗوطش ٟؼق طوِ٤ي حُٔ٘ظٞؿخص أهَ ٝطيهَ حُزيحثَ ُِٔٞم ( & Pitts
ٖٓٝ .)Lie,1996:99حُٔلظَٔ إٔ حُٔي ٟحٌُٓ ١ظٌ ٕٞػ٘يٌٙٛ ٙ
حٓ٫ظَحط٤ـ٤ش (حٓظَحط٤ـ٤ش حُظٔٗ )ِ٤خؿلش ٣ٝؼظٔي ػِ ٠ػيى ٖٓ حُؼٞحَٓ
(: )Johnson & Scholes,1997:255-258
.1طلي٣ي حُؼٔ َ٤رٟٞٞف.
.2ك ْٜحُؤ٤ش حُٔيًٍش ُي ١حُؼٔ.َ٤
.3كٝ ْٜطلي٣ي حُٟٞغ حُظ٘خكٔ ْٛ ٖٓٝ ٢حُٔ٘خكٔ ٖ٤ك ٢حُٔٞم حُٔلِ٤ش
أ ٝحُٔٞم حُي٤ُٝش.
ٓ .4يٝ ٟآٌخٗ٤خص حُٔ٘خكٔ ٖ٤ؿ َ٤ػخرظش.
.5ػيّ ػزخص حُِٔ٤س حُظ٘خكٔ٤ش.
ط .اٌخ١بساد اٌٙغٕ١خ :طٜظْ حُٔ٘ظٔخص حُظ ٢طظز٘ٓ ٠ؼَ ٌٙٛحُو٤خٍحص رظويْ٣
هٔ٤ش أًزَ ٓٝؼَ أهَ ٓوخٍٗش رخُٔ٘خكٔ٣ٝ .ٖ٤ؼظٔي ًُي ػِ ٠ك ْٜحُٔ٘ظٔش
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177 حٛ٩يحء
٩كظ٤خؿخص حُؼٔٝ َ٤حُؼَٔ ػِ ٠اطزخػٜخٝ ،كً ٢حص حُٞهض آظ٬ى ِٓ٤س
حٌُِق حُٔ٘ول٠ش حُظ ٢طٔٔق رظوي٘ٓ ْ٣ظـخص ػخُ٤ش حُؤ٤ش رؤٓؼخٍ
ٓول٠شٝ ،طؤهٌ ٌٙٛحُو٤خٍحص حُ٤ٜؾ ح٥ط٤ش :
.1خ١بساد اٌزّ١ض اٌّشوض :إ حًَُ٘خص حُظ ٢طظ٘خكْ ك ٢ؿِء ٖٓ
حُٔٞم رظوي٘ٓ ْ٣ظؾ أ ٝهيٓش ِٓٔ٤س اُ ٠كجش ٓٔظٔٓ ٖ٤ٌِٜظٜيكش
ٝرٔؼَ ػخُٔٗ ٢ز٤خً ،طَطٌِ ػِ ٠ؿِء ٓليى ٖٓ حُٔٞم .إ
حًَُ٘خص حُظ ٢طظز٘ ٌٙٛ ٠حٓ٫ظَحط٤ـ٤ش ٣ـذ إٔ طلخكع ػِ ٠حُليٝى
ٝحُٔي٣خص حُلخِٛش ر ٖ٤حُظٔٝ ِ٤حُظًَ ِ٤كظ ٫ ٠ط٘ـَ اُ ٠أكئٛخ ٕ٧
٘ٛخى ٖٟٔحُٔٞم حُٔٔظٜيف ٓي٣خص ٝحٓؼش ٖٓ حُو٤خٍحصٍٝ .رٔخ
طظزغ حُٔ٘ظٔخص ٌٙٛ ٖٟٔحٓ٫ظَحط٤ـ٤ش ٝىحهَ حُٔٞم ٗلٔٚ
ٓـٔٞػش أهَ ٖٓ ٟحٓ٫ظَحط٤ـ٤خص حُظ ٢هي طٌ ٕٞحٓظَحط٤ـ٤ش ٛـ٘٤ش
أ ٝحٓظَحط٤ـ٤ش حُٔؼَ حُٔ٘ول.ٞ
.8اعزشار١غ١بد اٌفشً :طظزغ رؼ ٞحُٔ٘ظٔخص ح٫كظٌخٍ٣ش حُٔلٔ٤ش
رخٗ٧ظٔش ٝحُوٞحٗ ٖ٤أ ٝػٞحثن حُيه ٍٞحُو٣ٞش حُظ ٢طل ٍٞى ٕٝىهٍٞ
حُٔ٘خكٔ ٖ٤حُٔٞم ٌٙٛحُو٤خٍحص ،ك٤غ ٣لَ ٝحُو٤خٍ (٣ُ )6خىس ك٢
حُٔؼَ ،ى ٕٝإٔ ٣يٍى حُٔٔظِٜي ٝؿٞى ُ٣خىس َٓحكوش ك ٢هٔ٤ش
حُٔ٘ظٞؽٓٝ ،خ ُْ طٌٖ حُٔ٘ظٔش كٟٝ ٢غ اكظٌخٍ ،كبٕ ٌٙٛ
حٓ٫ظَحط٤ـ٤ش طئى ١رخُٔ٘ظٔش اُ ٠حُلَ٘ .إ حُو٤خٍ )8(،)7( ٖ٣طٔؼَ
ُ٣خىس ك ٢طوِ َ٤حُؤ٤ش حُٔيًٍش ٖٓ هزَ حُؼٔٓ َ٤غ ػزخص حُٔؼَٖٓٝ ،
حُٔلظَٔ ؿيحً إٔ ط ٌٙٛ َ٠حُٔ٘ظٔش ٗخؿلش ُلظَس ِ٣ٞ١ش ك ٢ظَ
ح٩كظٌخٍ ا ٫أٜٗخ ٓٞف طلوي كٜظٜخ حُٔٞه٤ش ػ٘يٓخ طظؼَ١٧ ٝ
ٓ٘خكٔش أ ٝػ٘يٓخ طظآًَ ػٞحثن حُيه ،ٍٞكوي طظؼَُِ ٝلَ٘ أٝ
حٔٗ٩لخد حٌُخَٓ ٖٓ حُٔٞمٟٞ٣ٝ .ق حٌَُ٘ (٠ٓ )8-6خًَٓ ٖ٤
حٓظَحط٤ـ٤ش ٖٟٔحُٔخػش حٓ٫ظَحط٤ـ٤ش.
إ حُو٤خٍحص حٓ٫ظَحط٤ـ٤ش حُٔوظِلش حُظ ٢طْ ط٤ٟٞلٜخ طظز٘خٛخ حُٔ٘ظٔش
ُظلو٤ن حُِٔح٣خ حُظ٘خكٔ٤ش ك ٢ؿِء أ ٝهطخع حُٔٞم حُٔٔظٜيف ٝطظٌٖٔ
حُٔ٘ظٔش ٖٓ ه ٌٙٛ ٍ٬حُو٤خٍحص هيٓش ؿِء حُٔٞم ٌٛح رٍٜٞس أًلؤ ٖٓ
حُٔ٘خكٔٝ ٖ٤رخُظخُ ٢طلو٤ن حُٔٞهغ حُٔٞه ٢حُٔٔٝ ،ِ٤إ حُوطخػخص حُٔٞه٤ش
حُظ ٢طلظيّ كٜ٤خ حُٔ٘خكٔش ٝػ٘يٓخ طٌ ٕٞكَٓ ٢كِش حُ٘٠ؾ كبٕ ٖٓ حُْٜٔ
ُِٔ٘ظٔش حُٔ٤طَس ػِ ٠حُظٌخُ٤ق ٌٛٝح ٣ظلون ٖٓ ه ٍ٬ه٤خٍحص ه٤خىس ٌُِلش،
أٓخ ك ٢هطخػخص حُٔٞم حُظ ٫ ٢طِحٍ كٜ٤خ حُٔ٘خكٔش هِِ٤ش ٝػ٘يٓخ ٌٕٞ٣
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يحءٛ٩ح 178
ثٔش٬ٓ ًَؼ٧ ح٢ٛ ِ٤ٔخٍحص حُظ٤ كبٕ هُٞٔ٘ حْٝ أ٣ َٓكِش حُظوي٢ؽ كٞحُٔ٘ظ
.ش٤ـ٤ٓظَحط٫ٖٔ حُٔخػش حٟ
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179 حٛ٩يحء
اٌزّ١ض :
حُؤ٤ش حُٔ٠خكش حُٔيًٍش ٖٓ حُٔٔظويُّٞٓ ،يس
أ .ري٣ُ ٕٝخىس ك ٢حُٔؼَ
كٞحثي كٜش ُِٔٞم
حُؤ٤ش حُٔ٠خكش حُٔيًٍش ُظلَٔ ػٝ٬س حُٔؼَ دٓ .غ ُ٣خىس ك ٢حُٔؼَ
حُؤ٤ش حُٔ٠خكش حُٔيًٍش ُـِء ٓؼٖٓ ،ٖ٤
اٌزّ١ض اٌّشوض
حُٔٞم ٓغ ػٝ٬س حُٔؼَ
كيٝى ٍرق أػِ ٠اًح ُْ ٣ظزؼٜخ حُٔ٘خكٔ/ ٕٞ
اٌغؼش اٌّشرفغ /اٌمّ١خ اٌم١بع١خ
ٓوخَ١س كويحٕ كٜش حُٔٞم
ِؾزًّ
اٌّؼبفخ
اٌمّ١خ اٌّؼبفخ /اٌغؼش كويحٕ كٜش حُٔٞم
اٌم١بعٟ
Source: Johnson, G., & Scholes, K., "Exploring Corporate Strategy", 4th ed.,
London: Prentice Hall, (1997).
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حٛ٩يحء 180
٣ٝظْ طؤٍ ْ٤رل٤ش حُٔٞم ػِ ٠اٌّؾٛس األفم ٟاُ : ٠عزاة ـ ِزٛعؾ ـ
غ١ش عزاة٣ٝ ،ظليى حًَُِٔ حُظ٘خكُٔ٘ٔ ٢ظٔش ح٧ػٔخٍ كٟٞ ٢ء ػيس
ٓظـَ٤حص ٖٓ أٜٔٛخ ١ :ز٤ؼش حُٔٞم ،حُطخهش حٗ٩ظخؿ٤ش ُٔ٘ظٔش ح٧ػٔخٍ،
رلٞع حُٔٞم ٝحُٔ٘ظؾ .كٔ٤خ ٣ظْ طؤ ْ٤حًَُِٔ حُظ٘خكُٔ٘ٔ ٢ظٔش ح٧ػٔخٍ
ػِ ٠اٌّؾٛس اٌشأع ٟاُ :٠ل ٞٛـ ِزٛعؾ ـ ػؼ١فٟٞ٣ٝ ،ق حٌَُ٘ (-6
ًٞٔٗ )9ؽ ٜٓلٞكش حُٔ٤خٓش ح٩طـخ٤ٛش حُٔوظَكش ٖٓ هزَ ًَٗش . Shell
ٌَٗ (ٜٓ )9-6لٞكش حُٔ٤خٓش ح٩طـخ٤ٛش ًَُ٘ش Shell
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181 حٛ٩يحء
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يحءٛ٩ح 182
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183 حٛ٩يحء
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يحءٛ٩ح 184
184
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185 حٛ٩يحء
إ حُٔوخَ١س حُظ ٢طٔ ٌّٖ ك ٢طِٔ٘ٓ ْ٤ظـخص أ ٝهيٓخص ؿي٣يس اُ ٠ػٔ٬ء
ؿيى طٌَ٘ أكي أٓزخد حُلَ٘ حٌُزُ٘ٔ َ٤ظٔخص ح٧ػٔخٍ حُـي٣يس حُظ ٢طٔظويّ
ٌٙٛحٓ٫ظَحط٤ـ٤ش ٖٓٝ .حُـي َ٣رخًٌَُ إٔ ٌٛح حًُ٘ٔٞؽ ٌِّٖ ُٔ٣كَ٣ن حُظوط٢٤
ٖٓ كَُ ػٞحَٓ حُٔوخَ١س ٝاػطخث ْٜكَٛش ُٔوخٍٗش طٞؿّ ٚحُٔ٘ظٔش ٗلٞ
حُٔوخَ١س ٓغ حٌُٔٗٞخص حُلَػ٤ش حُٔ٘٘ٞىس ُوطش ح٧ػٔخٍ حٓ٫ظَحط٤ـ٤شٖٓٝ .
أؿَ حُيه ٍٞك ٢حٓظَحط٤ـ٤ش ًحص ٓوخَ١س ػخُ٤ش ٣ ،ـذ إٔ ُ ٌٕٞ٣يٟ
حُٔ٘ظٔش ٗٔ ٖٓ ٢حَُؿزش ك ٢ه ٝٞحُٔوخٝ ،َ١طٞكَّ حُٔٞحٍى حُيحػٔش ٌُٜح
حُ٘ٔٝ . ٢حُزُؼي ح٥هَ حٌُ٣ ١ـذ ىٍحٓظ ٚػ٘ي ٌٙٛحُ٘وطش ٞٛىٍؿش طَحر٢
هط ١ٞحُؼَٔ ٤ًٝل٤ش حٍطزخٜ١خ رؤٗٞحع حُؼَٔ حُظ ٢طو ّٞرٜخ .إ طط َ٣ٞهط١ٞ
ػَٔ ٓظ٘خرٜش ؿخُزخ ً ٓخ ٌٕٞ٣حٓظَحط٤ـ٤ش هِّٔ ٤ش ٜٔٓٝش .ك٤غ إٔ حُـٞحٗذ
حُٔ٘ظًَش ٌٖٔ٣إٔ طو ٖٓ ١ٞحَُرل٤ش ٖٓ ه ٍ٬طٞك َ٤كَ ٙحهظٜخى حُلـْ
ػٖ ٣َ١ن طير َ٤حُِٔغ أ ٝحُويٓخص ػزَ هط ١ٞحُؼَٔ.
ٜٓلٞكش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حٌُٔ٢
The Quantitative Strategic Planning Matrix
ط٘ ٌٙٛ َ٤حُٜٔلٞكش اُ ٠أ ١حٓ٫ظَحط٤ـ٤خص حُزيِ٣ش ٢ٛح٧ك .َ٠إ
ٜٓلٞكش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حٌُٔ ٢ٛ )QSPM( ٢أىحس طٔٔق ُِٔيٍحء
حٓ٫ظَحط٤ـ ٖ٤٤رظو ْ٤٤حٓ٫ظَحط٤ـ٤خص حُزيِ٣ش طؤ٤٤خ ً ٟٓٞٞػ٤خً ،أ ١ػِ٠
أٓخّ ػٞحَٓ حُ٘ـخف حُلَؿش Critical Success Factorحُيحهِ٤ش
ٝحُوخٍؿ٤ش حُٔليىس ٓٔزوخًًٝ ،ؤ ٖٓ ١أىٝحص ٤ٛخؿش حٓ٫ظَحط٤ـ٤ش ،كبٕ
ٜٓلٞكش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حٌُٔ ٢طلظخؽ اُ ٠حُلٌْ حُزي ٢ٜ٣حُـ٤ي.
ٝحٌَُ٘ (ٟٞ٣ )12-6ق ٜٓلٞكش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حٌُٔ.٢
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حٛ٩يحء 186
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187 حٛ٩يحء
ٟٝ .2غ حُظوي ٌَُ َ٣ػخَٓ ٖٓ حُؼٞحَٓ حُٔليىس حُيحهِ٤ش ٝحُوخٍؿ٤ش ك٢
ػٔٞى حُٔؼيٍ ك ٢حُٜٔلٞكش.
.3طلي٣ي حٓ٫ظَحط٤ـ٤خص حُزيِ٣ش حُظ٣ ٢ـذ ػِ ٠حُٔ٘ظٔش إٔ طؤهٌٛخ ر٘ظَ
ح٩ػظزخٍٟٝٝ ،غ ٌٙٛحٓ٫ظَحط٤ـ٤خص ك ٢كوَ حُزيحثَ.
.4طلي٣ي ىٍؿخص حُـٌد (ٝ ،)Attractiveness Scoresحُظ ٢ط٘ َ٤اُ ٠هْ٤
ٍهٔ٤ش ٌَُ حٓظَحط٤ـ٤ش كٓ ٢ـٔٞػش ٓؼ٘٤ش ٖٓ حُزيحثَ٣ٝ ،ظْ طلي٣ي
ىٍؿخص حُـٌد ٖٓ ه ٍ٬اهظزخٍ ًَ ػخَٓ ٖٓ ػٞحَٓ حُ٘ـخف حُلَؿش
حُيحهِ٤ش ٝحُوخٍؿ٤شٝ ،حكيحً كَٓ ًَ ٢سَ١ٝ ،ف حُٔئحٍ حُظخُ َٛ " ٢إٔ
ٌٛح حُؼخَٓ ٣ئػَ ػِ ٠اهظ٤خٍ حٓ٫ظَحط٤ـ٤خص حُظ ٢طْ ٤ٛخؿظٜخ "ٝ .اًح
ٓخ ًخٗض ح٩ؿخرش ػٌِٛ ٠ح حُٔئحٍ " ٗؼْ " ،إً ٣ـذ ٓوخٍٗش
حٓ٫ظَحط٤ـ٤خص ٗٔزش اًُُ ٠ي حُؼخَٓ حٓ٧خٓٝ .٢طلي٣يحً ،كبٕ ىٍؿخص
حُـٌد ٣ـذ طؼٜ٘٤٤خ ٌَُ حٓظَحط٤ـ٤ش ُـَ ٝحٗ٩خٍس اُ ٠حُـٌد حُ٘ٔز٢
٩كي ٟحٓ٫ظَحط٤ـ٤خص ػِ ٠حٓ٫ظَحط٤ـ٤خص ح٧هَٓ ،ٟغ ح٧هٌ ر٘ظَ
ح٩ػظزخٍ حُؼخَٓ حُٔليى٣ٝ .ظْ طلي٣ي ىٍؿخص حُـٌد رخُ٤ٜـش حُظخُ٤ش :
= 4ؿٌحرش = 3ؿٌحرش ػِٗ ٠لٞ = 2ؿٌحرش ٗٞػخ ً
ؿيحً = 1ؿ َ٤ؿٌحرش
ٓؼوٍٞ ٓخ
أٓخ اًح ًخٗض ح٩ؿخرش ػِ ٠حُٔئحٍ أػ ،" ٬ً " ٢ٛ ٙ٬ك٘٣ ٬زـ ٢طؼٖ٤٤
ىٍؿخص حُـٌد اُ ٠حٓ٫ظَحط٤ـ٤خص ك ٢طِي حُٔـٔٞػش.
.5اكظٔخد ٓـٔٞع ىٍؿخص حُـٌد ،ك٤غ إٔ ىٍؿش حُـٌد حٌُِ٤ش طَ٘٤
اُٗ ٠خطؾ َٟد حُظويَ٣حص (حُوطٞس حُؼخٗ٤ش) ريٍؿخص حُـٌد (حُوطٞس
حَُحرؼش) كٓ ًَ ٢طَٓ َ٤٘٣ٝ ،ـٔٞع ىٍؿخص حُـٌد حُ٘ٔزٌَُ ٢
حٓظَحط٤ـ٤ش ريِ٣شٓ ،غ ح٧هٌ ر٘ظَ ح٩ػظزخٍ ػخَٓ حُ٘ـخف حُلَؽ حُيحهِ٢
ٝحُوخٍؿ .٢كٌِٔخ ًخٕ ٓـٔٞع ىٍؿش حُـٌد أػًِِٔ ،٠خ ًخٕ حُزيَ٣
حٓ٫ظَحط٤ـ ٢أًؼَ ؿٌرخً.
.6اكظٔخد كخٓ َٛـٔٞع ىٍؿش حُـٌد٣ٝ ،ظْ ربٟخكش ٓـٔٞػش ىٍؿخص
حُـٌد ك ًَ ٢ري َ٣حٓظَحط٤ـٝ ،٢إ كخٓ َٛـٔٞع ىٍؿخص حُـٌد
ٌ٘٣ق ػٖ حٓ٫ظَحط٤ـ٤ش حً٧ؼَ ؿٌرخ ً كٓ ًَ ٢ـٔٞػش ٖٓ حُزيحثَ،
ٝحُيٍؿخص حُؼخُ٤ش ط٘ َ٤اُ ٠حٓ٫ظَحط٤ـ٤خص حً٧ؼَ ؿٌرخًٓ ،غ ح٧هٌ
ر٘ظَ ح٩ػظزخٍ ًَ حُؼٞحَٓ حُيحهِ٤ش ٝحُوخٍؿ٤ش حُٔ٬ثٔش ٝحُظ ٌٖٔ٣ ٢إٔ
طئػَ ػِ ٠حُوَحٍحص حٓ٫ظَحط٤ـ٤شٌٛ ،ح ٝإ ٓويحٍ حُلَم ٓخ ر ٖ٤كخَٛ
ٓـٔٞع ىٍؿخص حُـٌد كٓ ٢ـٔٞػش ٓؼ٘٤ش ٖٓ حُزيحثَ حٓ٫ظَحط٤ـ٤ش
َ٤٘٣أُٓ ٠ظ ٟٞحَُؿزش حُ٘ٔز٤ش ٩كي ٟحٓ٫ظَحط٤ـ٤خص ػِ ٠ح٧هَ.ٟ
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189 حٛ٩يحء
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191 حٛ٩يحء
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حٛ٩يحء 192
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193 يحءٛ٩ح
copyright law.
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يحءٛ٩ح 194
اٌّشاعغ اٌّغزخذِخ
: ش٤حُؼَر
ؽبالدٚ ُ١٘ ِفب: خ١غ١ " اإلداسح االعزشار،َ ٓلٔي٤ آٔخػ،ي٤ُٔ ح.1
.)1990( ،ش٣ٌٍٓ٘ي٩ش حُظـخٍس – ؿخٓؼش ح٤ًِ ،"خ١م١رطج
َُِ٘٘ ٌَ ىحٍ حُل:ٕ ػٔخ،"ّٟ١ن اٌزٕظٍٛ " اٌغ، ًخَٓ ٓلٔي،٢ حُٔـَر.2
.)1999( ،ٍٕى٧ ح،غ٣ُٞحُظٝ
ىحٍ حٌُظذ: رـيحى،"ٍٟس وٛ ِٕظ: "ئداسح األػّبي،٢ ٗخؿ٢هٞٗ ،حىٞ ؿ.3
.)1996( ،َُ٘٘حٝ ُِطزخػش
األعظٚ يٛ األط: خ١غ١ "اإلداسح االعزشار، ٓلٔي أكٔي،ٝٞ ػ.4
.)2001( ،ش٤ حُيحٍ حُـخٓؼ: ش٣ٌٍٓ٘ي٩ ح،َٜٓ ،"خ١ٍّاٌؼ
ؽبالدٚ خ١ٍّي ػٛ أط:خ١غ١ "اإلداسح االعزشار،ي٤ُٔ ًخَٓ ح، ؿَحد.5
ؿخٓؼش حُِِٔي،ٕ حٌُٔظزخصٝ ػٔخٍس ٗئ،ٝخ٣َُ ح،"خ١ٍّػ
.)1995(،ىٞٓؼ
: خ١األعٕج
a. Ansoff, H.I., "Strategies of Diversification", Harvard
Business Review, (1957).
b. Bowman, C., & Asch, D., "Managing Strategy", Macmillan
press, (1996).
c. Certo, S., & peter, P., "The Strategic Management Process"
3rd. ed., Irwin pub., (1995).
d. Chrisman, J,J., Hofer, C.W. and Boultan, W.R., "Toward a
System for Classifying Business Strategies", Academy of
Management Review, 13(3) (1988).
e. Coulter, Mary, "Strategic Management in Action", 2nd ed.,
Prentice Hall: Upper Saddle River, New Jersey, (2003).
f. David, F., "Concepts of Strategic Management", 5th. ed.,
Prentice Hall Inc., (1995).
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197 يحءٛ٩ح
ًاٌفظ
ز اٌخطخ١رٕفٚ ٔشش
خ١غ١االعزشار
7
اٌغبثغ
• حُٔويٓش
ش٤ـ٤ٓظَحط٫خٍ حُوطش حٜ٣اٝ َ٘ٗ •
ش٤ـ٤ٓظَحط٫ٌ حُوطش ح٤• ط٘ل
ٌَ٤ُٜحٝ ش٤ـ٤ٓظَحط٫ٖ ح٤هش ر٬• حُؼ
ش٤ـ٤ٓظَحط٫ٌ حُوطش ح٤• ٓيحهَ ط٘ل
٢ـ٤ٓظَحط٫َ ح٤٤خىس حُظـ٤• ه
copyright law.
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يحءٛ٩ح 198
copyright law.
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199 يحءٛ٩ح
Introduction اٌّمذِخ
ٖٓ ٚٗ رؤ٢ـ٤ٓظَحط٫ ح٢٤حُظوطٝ ش٤ـ٤ٓظَحط٫ كوَ ح٢ٕ كَٝي حُٔ٘ظ٤ل٣
ًَ ٖٓ هز٫ٕٞ ٓوزٌٞ٣ ٕـذ أ٣ ،ً٬ كخػ٢ـ٤ٓظَحط٫ ح٢٤ٕ حُظوطٌٞ٣ ٕأؿَ أ
َٔطلٝ ٍهخرشٝ ٌ٤ش ط٘ل٣خُٜ٘ ح٢ْ كٜ٘ٓ هغٞظ٣ فٞٓ ٖ٣ٌُكَحى ح٧ُجي حٝأ
خء٠ ًَ أػ٠ُش ا٤ـ٤ٓظَحط٫خٍ حُوطش حٜ٣ إٔ ا.ش ٗظخثؾ حُوطش٤ُٝٓٔئ
ٖٓ ٌْٜ٘ٔ٣ ُِٔ٘ظٔش٢ـ٤ٓظَحط٫ حٙطـخ٪ُ ْٜٜٔٔخٕ كٟ َحُٔ٘ظٔش ٖٓ أؿ
ّخ٤ حُوٞٛ ٌ٤ إ حُظ٘ل.خص٣حُـخٝ خص٤ـ٤ٓظَحط٫حٝ يحفٛ٧ع رخ٬طٟ٩ح
ٌحٛٝ ،خص٣حُـخٝ خص٤ـ٤ٓظَحط٫حٝ يحفٛ٫ن ح٤ُٓش ُظلو٬ُؿَحءحص ح٩رخ
،خ ُِٔ٘ظٔش٤ِخىس حُؼ٤ٔش حُوٛٓٔخٝ ،ؿَحءحص٩حٝ ٍػٔخ٧ ح٢٤ طوط٠٠وظ٣
،ٓشَُِٞٔٔ ح٤ؿٝ ٓشُِٞٔٔخ حٜ٤حٍى ر٘وُٞٔك٘ي حٝ ،ُظِحّ رخُوطش٩حٝ
.ٍػٔخ٧ٔش ٖٓ ًخَٓ ٓ٘ظٔش حٛحُٔٔخٝ
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حٛ٩يحء 200
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201 حٛ٩يحء
حُـخ٣خصٝ .ط٘ َ٤كخُش ح٩طلخم حُـٔخػ ٢اُ ٠لشاس رم َٛثأطذاس ِٖ ِغّٛػخ
ِؼٕ١خ ٠ٚىِ ْٛمجٛالً ٌذٙ٠ب ٌ ،ىُٕٗ ال ٠زُ االعّبع ػٍٚ ٗ١ال اٌز ُّ
َٛط ًِ اٌٗ١
ػٓ ؽش٠ك اٌزظ٠ٛذ .فىً االػؼبء ٠ذػّ ْٛاٌمشاس ٠ٚإ٠ذ ، َُٗٔٚؽز ٝارا
ارفبق شبًِ .اْ ؽبٌخ االرفبق اٌغّبػ ٟرُ ؼزَجش ػشٚس٠خٌ ٍ ٌُ ٠ىٓ ٕ٘بن
ٔؾٛ
َ ٌزؼض٠ض ؽبٌخ اٌمجٛي ٚاِزالن اٌمشاس ٚ ،ص٠بدح سغجخ االفشاد ثبٌؼّ ًِ
ا٘ذاف ُِشزشوخٝ .ه ٌٙٛ ٍ٬حُؼِٔ٤ش طظ َٜحُزَحٓؾ ٝحُو٠خ٣خ ٝأ٣ُٞٝخص
حُؼَٔ حُٔطِٞرش.
إ حُـَ ٝحٓ٧خُٓٔ ٢ـٔٞػش حُـخ٣خص حُ٘ظَ أُٓ ٠ؤُش كٔ٤خ اًح ًخٗض
حٓ٫ظَحط٤ـ٤خص ٝحُـخ٣خص حُظ٣ ٢و ٕٞٓٞرظطَٛ٣ٞخ طؼخُؾ ح ٍٞٓ٧حُظخُ٤ش :
• َٛحٕ طلو٤ن حُٜيف حٓ٫ظَحط٤ـ٣ ٢وظ ٢٠ط ْ٤ٜٔػِٔ٤خص ؿي٣يس حّ
حػخىس ط ْ٤ٜٔحُؼِٔ٤خص حُوخثٔش؟
• ٘ٛ َٛخُي كخؿش حُ ٠طـ َ٤٤حُوٞحػي ح ٝحُِٞحثق ح ٝحُٔ٤خٓخص ح ٝحُٔؼخَ٤٣
حُيحهِ٤ش ٝحُوخٍؿ٤ش ٖٓ حؿَ حُظ٘ل ٌ٤حُ٘خؿق ُٓ٬ظَحط٤ـ٤خص ٝطلو٤ن
حُٜيف؟
• ٓخ حٌُ٣ ١ظطِذ ىٍحٓش حًؼَ هزَ حٌٓخٗ٤ش طط َ٣ٞحٓظَحط٤ـ٤ش ٓؼ٘٤ش ؟
ٝحًح ٓخ ًخٗض ح٫ؿخرخص ػِ ٌٙٛ ٠حٓ٫جِش ؿً َ٤خك٤ش ،ك٘٤جٌ طلظخؽ
ّ ريحث ٍَ أ ٝأكٌخٍ اٟخك٤ش ك ٢ططَ٣ٞ ٓـخٓ٤غ حُـخ٣خص اُ ٠طَ ُ
يحٍ ِ
حٓ٫ظَحط٤ـ٤خص ٝحُـخ٣خص.
إ طلي٣ي ح٣ُٞٝ٧خص ٣ـذ حٕ ٣ ٫ليع ػُِٔٓ ٠ظ ٟٞحٓ٫ظَحط٤ـ٤ش حٝ
حُٜيف حٓ٫ظَحط٤ـْ . ٢أً ٣ـذ طلي٣ي ًَ حٛ٫يحف ٖٓ حؿَ رِٞؽ حَُإ٣ش .
ك٤غ حٕ طلـ ْ٤رؼ ٞحٛ٫يحف ٌٖٔ٣حٕ ٣ئػَ ػَ حُـٜي حُؼخّ .ؿ َ٤أٖٗٓ ٚ
حُٔ ْٜإٔ طٌ٘ٛ ٕٞخُي ح٣ُٞٝخص ٓخ ر ٖ٤حُـخ٣خص .كطخُٔخ حٕ ًَ حُـخ٣خص ٫
ٌٖٔ٣حُؼَٔ ػِٜ٤خ ك ٢ح ٍٕ ٝحكي ٫ ،ري ُلَ٣ن حُو٤خىس حُؼِ٤خ حٕ ٣ليى ٓخ ٢ٛ
حُـخ٣خص حُظ ٌٖٔ٣ ٢حٗـخُٛخ ػِ ٠حٓخّ حُٔخٍ ٝح٫كَحى ٝحُٞهض ٝكـْ
حُؼَٔ حُلخُ٫ٝ .٢ري ُلَ٣ن حُو٤خىس حُؼِ٤خ حٕ ٣و ّٞرؤػيحى ؿيُٝش ح٤ُٝش ٌَُ
حُـخ٣خص ػِ ٠حٓخّ ىٍؿش ح٤ٔٛ٫ش٘٣ٝ .زـ ٢ح٧هٌ ر٘ظَ ح٩ػظزخٍ رؤٕ ٌٛح
حَ ٣ُ َٓ٫ؼ ْي ػِٔ٤ش طٌَحٍ٣ش ٝ ،ػِ ٚ٤كؤٕ ٌٙٛحُـيُٝش ٌٖٔ٣حٕ طلظخ ؽ حُ٠
ٗٞع ٖٓ حُظؼي٬٣ص ٝ .كٟٝ ٢غ حُـيُٝش ٣ ،ـذ ح٧هٌ ر٘ظَ ح٫ػظزخٍ كٔ٤خ
copyright law.
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حٛ٩يحء 202
حًح ًخٕ ٣لظَ ٝكيٝع ط٘ل ٌ٤حكي ٟحُـخ٣خص هزَ حٌٓخٗ٤ش حُزيء رـَٛ٤خ ٖٓ
حُـخ٣خص ح٫هَ.ٟ
ػ٘ي ط َٛٞكَ٣ن حُو٤خىس حُؼِ٤خ حُ ٠اطلخم ؿٔخػ ٢ك ٍٞحُـخ٣خص
ٝحٛ٫يحف ٝحٓ٫ظَحط٤ـ٤خص ٖٓ ٌٕٞ٣ ،حُٔ ْٜاَٗحى ٓيٍحء حُٔٔظ٣ٞخص
حُٓٞط ٠ك ٢ػِٔ٤ش حُظوطُٔ ٢٤زز ٖ٤اػ٘: ٖ٤
• إٔ حُل ٍٜٞػِ ٠حُظـٌ٣ش حُؼٌٔ٤ش ٣ل٤ي كَ٣ن حُو٤خىس حُؼِ٤خ ٞٓ ْٜٗ٧ف
ٌ٣ظ٘ل ٕٞرؤٗ ْٜهي طًَٞح ه٤٠ش ٜٓٔش طؼَٔ حُظـٌ٣ش حُؼٌٔ٤ش ػِ ٠طِٔ٢٤
حُٞ٠ء ػِٜ٤خ ٖٓٝ .ه ٍ٬ؿؼِ٘ٓ ْٜخًٍ ٖ٤ك ٢طط َ٣ٞحُوطش ،كؤْٜٗ
ٖٓ حَُٔؿق حًؼَ حٕ ٣يػٔٞح حٗ٘طش حُظ٘ل . ٌ٤ك٤غ حٕ ٓخ ُيٖٓ ْٜ٣
ٓ٘ظٍٞحص ٝطزَ ُّٜحص ٌٖٔ٣حٕ طز٘ ٠هطش حكٝ َ٠حًؼَ ُٜٓٞش ك٢
حُظ٘ل. ٌ٤
• إ اَٗحًٞٓ ْٜف ٣زيى ح٫ىٍحى حٌُٗ ٖٓ ١ؤٗ ٚحُ٘ظَ حُ ٠حُوطش
ٝػِ٘ٓ ٠ظٔش حٓ٫ظَحط٤ـ٤ش ًٞػ٤وش ط َُْ ٜيٍ ػٖ حُٔٔئٝ ٖ٤ُٝطُ ْل ََ ْ
ٝرلَ٣ن حُو٤خىس حُؼِ٤خ حٕ ٠٣غ ػِٔ٤ش ح٧ػٔخٍ ٌُٜٝ .ح حُٔ زذ ٣ْ ُ ،ل َظ ََ ْ
ٖٓ ٗؤٜٗخ حُل ٍٜٞػِ ٠حُظـٌ٣ش حُؼٌٔ٤ش ٖٓ ٓيٍحء حُٔٔظ٣ٞخص
حُٓٞط٘٣ٝ .٠زـ ٢ػيّ حٗ٫ظٜخء ٖٓ حُوطش حٓ٫ظَحط٤ـ٤ش كظ٣ ٠ظْ أهٌ
ُٓيه٬ط ْٜر٘ظَ ح٩ػظزخٍ.
َ٤٘٣ٝحُٔ٘ظَ ٖ٣إٔ ٘ٛخى حُؼي٣ي ٖٓ حُطَم حُظ ٢طٔخػي ػِ ٠حُلٍٜٞ
ػِ ٠طـٌ٣ش ػٌٔ٤ش ٖٓ ٓيٍحء ح٩ىحٍحص حُٓٞط ٠كَٝ٘ٓ ٍٞع حُوطش اً
٘٣زـُِ ٢وخىس حٌُزخٍ حٕ ٣وظخٍٝح َٓيْهَ ٓ ً٬ؼ٘٤خ ً ٣ظ٬ثْ ٓغ ً٤ل٤ش طؼخَٓ ٓ٘ظٔش
ح٧ػٔخٍ ٓغ حُٔؼِٓٞخص حُـي٣يس ٌٙٛ ٖٓٝ ،حُطَم (حُـخُز،٢
ٝآهَ:)38-37 :2006،ٕٝ
• أهٌ ٓٞهغ ٓؼُ ٖ٤ـَ ٝطوي ْ٣حُوطش حُٓ ٠يٍحء ح٩ىحٍحص حُٓٞط٠
ٝحُل ٍٜٞػَ طـٌ٣ظ ْٜحُؼٌٔ٤شٝ .حًح ًخٕ حٌ٘ٔٓ َٓ٫خ ً ٫ ،ري ٖٓ
حٓظويحّ ٗلْ ٓ٘ٔن ػِٔ٤ش حُظوط ٢٤حٓ٫ظَحط٤ـ ٢حٌُ ١هخّ رؤؿَحء
ٓٞهغ كَ٣ن حُظوط ٢٤حٓ٫ظَحط٤ـُ ٢ـَٟٔ ٝخٕ حٓ٫ظَٔحٍ٣ش.
• حُل ٍٜٞػِٓ ٠ـخٓ٤غ طًَٝ ٖٟٔ ِ٤حهغ ط٘ٔ٤و.٢
• آظويحّ ِِٓٔش حَُٔحؿغ .أ ١ؿؼَ ًَ ػ ٖٓ ٞ٠حػ٠خء كَ٣ن حُو٤خىس
حُؼِ٤خ ٘٣خٍى رَٔ٘ٝع حُوطش ٓغ ٓيٍحء ح٩ىحٍحص حُٓٞط ٖٓ ، ٠هٍ٬
حُطِذ ٓ٘ ْٜحٕ َُ٣حؿؼٞح حُوطش ٣ٝلِٜٞح ػِ ٠حُ ُٔيه٬ص ٖٓ حُؼخِٖٓ٤
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203 حٛ٩يحء
ُيٝ ، ْٜ٣حٕ ٞ٣كَٝح ححُظـٌ٣ش حُؼٌٔ٤ش حُ ٠كَ٣ن حُو٤خىس حُؼِ٤خ ٖٓ هٍ٬
ؿِٔش ٝ ٖٟٔحهغ حُظ٘ٔ٤ن.
رخٟ٫خكش حُ ٠طوخْٓ حُوطش ىحهَ ٓ٘ظٔش ح٧ػٔخٍ ٖٓ ،حُٔ ْٜطيحٍّ
ٓٔجِش طوخٜٓٔخ هخٍؽ حُٔ٘ظٔش ح٠٣خ ً .كزخُ٘ٔزش حُ ٠حُـٔ ٍٜٞحُوخٍؿ٢
ٌٖٔ٣حٕ طٌ٘ٛ ٕٞخُي كخؿش حُ ٠هطش ٓ٘لِٜش طَؼَْ ٝكو ٢حَُإ٣ش ٝحُوْ٤
ٝحَُٓخُش ٝحُـخ٣خص ٝحٛ٫يحف ٝحٓ٫ظَحط٤ـ٤خص ٌٛ .ح ٝحٕ كـْ حُظلَ٤ٜ
َُ ٠ط ٚ٘٤ٔ٠ك ٢حُوطش ٧ؿَح ٝهخٍؿ٤ش ٘٣زـ ٢طٌ٤٤لٝ ٚكن ًَ حٌُ٣ُ ١لَ َّ
كجش ٖٓ كجخص حُٔظؼخِٓٝ .ٖ٤ك ٌٙٛ ٢حُلخُشُ ٌٖٔ٣ ،لَ٣ن حُو٤خىس حُؼِ٤خ حٕ ٣ؤهٌ
ر٘ظَ ح٫ػظزخٍ ٓٔجِش طٓ ٖ٤ٔ٠خ :٢ِ٣
• حُٔزذ حٓ٧خٓٓ٩ ٢ظليحع حُوطش.
• حُؼِٔ٤ش حُٔطِٞرش ٝحُظ ٢طُٔظويّ ٓ٧ظليحع حُوطش.
• ِٓلن رخُٜٔطِلخص حُٔٔظويٓش ك ٢ػِٔ٤ش حُظوطٝ ٢٤ى٫٫طٜخ.
• هخثٔش رؤػ٠خء كَ٣ن حُظوط ٢٤حٓ٫ظَحط٤ـ.٢
• أىٝحٍ ٔٓٝئ٤ُٝخص حُظ٘ل.ٌ٤
• ٍٞٛس ػخٓش ػٖ ً٤ل٤ش حىهخٍ حُـٜٞى حُلخُ٤ش ُِؼِٔ٤خص ك ٢حُوطش.
• ٍٞٛس ػخٓش ػٖ حٌُ٤ل٤ش حُظٞٓ ٢ف ٣ظْ رٜخ ه٤خّ ٝطؤٓ ْ٤٤ظٟٞ
حُظويّ.
إ اٜ٣خٍ حُوطش حٓ٫ظَحط٤ـ٤ش حُ ًَ ٠ح٧ػ٠خء حُؼخِٓ ٖ٤ك٘ٓ ٢ظٔش
ح٧ػٔخٍ ٖٓ حؿَ ٟٔخٕ ك٬ُ ْٜٜٔطـخ ٙحٓ٫ظَحط٤ـُِ٘ٔ ٢ظٔش كظ٣ ٠ظٔ٘٠
ُ ْٜحٟ٫ط٬ع رخُـخ٣خص ٝحٛ٫يحف ٝحٓ٫ظَحط٤ـ٤خص ٣ظطِذ طلي٣ي ٣َ١وش
ٓ٬ثٔش ُٜ٣٬خٍ حُ٘خؿق ُِوطش حٓ٫ظَحط٤ـ٤ش .إ حُطَ٣وش حُظ٣ ٢وظخٍٛخ
كَ٣ن حُو٤خىس حُؼِ٤خ ٜ٣٩خٍ حُوطش طؼي حَٓحً ٜٓٔخ ً ُِـخ٣ش٣ٝ ،ز ٖ٤حُـي-7( ٍٝ
)1أ ْٛأىٝحص حٜ٣٩خٍ حُيحهِ٤ش ،ك ً٬٠ػٖ كٞحثيٛخ ٤ًٝل٤ش حٓظويحٜٓخ .
copyright law.
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حٛ٩يحء 204
204
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205 حٛ٩يحء
205
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حٛ٩يحء 206
206
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207 حٛ٩يحء
207
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حٛ٩يحء 208
208
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209 حٛ٩يحء
209
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حٛ٩يحء 210
ُٔ٘ظٔظُ ْٜظلي٣ي ٓخ اًح ًخٗض ػِٔ٤خص اٗـخُ حُ٘ظخثؾ هي طٔض رٌَ٘ ٛل٤ق
ُيػْ ػِٔ٤ش حُظ٘لُِٔ ٌ٤زخىٍحص حُٟٔٞٞػش.
٘ٛاااااخى حُؼي٣اااااي ٓاااااٖ حُٔ٘اااااخًَ حُظااااا ٢طلااااايع أػ٘اااااخء ػِٔ٤اااااش حُظ٘ل٤اااااٌ
(ً ٢ٛٝ )Alexander,1991:73-113خ٧ط:٢
• طظطِذ ػِٔ٤خص حُظ٘لٝ ٌ٤هض أٔٓ ٍٞ١خ ٍٝى ك ٢حُوط ٢ح.ٚ٤ِٛ٧
• كيٝع ٓـٔٞػش ٖٓ حُٔ٘خًَ حَُث٤ٔ٤ش ؿ َ٤حُٔظٞهؼش.
• أٗ٘طش ط٘ٔ٤ن ؿ َ٤كؼخُش.
• ظ ٍٜٞأُٓخص ٝأٗ٘طش ٓ٘خكٔش ؿٌرض اٛظٔخّ ح٩ىحٍس رؼ٤يحً ػٖ
ػِٔ٤خص حُظ٘ل.ٌ٤
• ُْ طٌٖ حُٔٞحٍى حُزَ٘٣ش ٓئِٛش ُٝيٜ٣خ هخرِ٤خص ًخك٤ش ٧ىحء حُٞظخثق
رخٌَُ٘ حُٔطِٞد.
• حُظيٍ٣ذ ُِؼخِٓ ٖ٤ك ٢حُٔٔظ٣ٞخص حُيٗ٤خ ُْ ٘ٓ ٌٖ٣خٓزخ ً ٗ٩ـخُ ٓخ
ٓطِٞد ٓ٘ٝ ْٜىػْ ط٘ل ٌ٤حٓ٫ظَحط٤ـ٤خص.
• ٓٞحؿٜش حُٔ٘ظٔخص أكيحع ر٤ج٤ش ُْ طٔظطغ حُٔ٤طَس ػِٜ٤خ ٝحُظؼخَٓ
ٓؼٜخ.
• ػِٔ٤خص حُو٤خىس ٝحُظٞؿ ٚ٤رٔٔظ٣ٞخص ح٩ىحٍس حُٓٞطٝ ٠ح٧هٔخّ حٌُزَ٤س
ُْ طٌٖ رخُٔٔظ ٟٞحُٔطِٞد ٖٓ حٌُلخءس ٝحُلخػِ٤ش.
• ح٘ٗ٧طش ٝحُٜٔخّ حُ٣ٍَٝ٠ش ُِظ٘ل ُْ ٌ٤طٌٖ ٝحٟلش ٓٝليىس رٔخ كٚ٤
حٌُلخ٣ش.
• أٗظٔش حُٔؼِٓٞخص ؿ٤ٜٓ َ٤جش ٝؿ َ٤هخىٍس ػِٓ ٠ظخرؼش ح٘ٗ٧طش
حُٔوظِلش.
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211 حٛ٩يحء
211
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يحءٛ٩ح 212
Source: Certo, S.C. & Peter J., P., "Strategic Management: A Focus on Process",
McGraw-Hill, New York, 1990, P.119.
212
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213 حٛ٩يحء
213
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حٛ٩يحء 214
214
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215 يحءٛ٩ح
ْ٤٤طوٝ ىحء٧خّ ح٤ٗظْ هٝ ىسٞٗظْ ٍهخرش حُـٝ ،خص٤ِٔحُؼٝ ٗظخؽ٩ٗظْ حٝ
.َٔحُؼ
٢َ ك٤ٌحُظلٝ ّظٔخٛ٩ ح١ٍَٝ٠ُزق ٖٓ حٜ٣ ٘خٛٝ : Staff ٓ١ظفٌّٛ) ا6(
ًَ ٓخ٢ رَ ك،٢ْ كوٜخط٤ٜ ٗو٢ْ ك٤ُ َٓكَحى رٌَ٘ ٓظٌخ٧ء ح٫ئٛ
.ش٤ـ٤ٓظَحط٬ُ ٌٍ حُلؼخ٤ي حُظ٘ل٤ل٣ ش رٔخ٤ٔـَحك٣ْ حُيٜٜخثٜظؼِن رو٣
ىحٍس٩ ش٣ٌَش حُل٤ؿُٞٝي٣٧ىحٍس ح٩ ح٢ٔٗ َٔؼ٣ٝ : Style ) ّٔؾ اإلداسح5(
،ىحٍس٩ٓؼظويحص حٝ ْ٤ٖ ه٤غ طز٤ رل،ش٤ٔ٤خ حُظ٘ظٜكِٔلظٝ ،ٍػٔخ٧ٓ٘ظٔش ح
٠ُخكش اٟ٩ش رخ٣َ٘حُزٝ ش٣حٍى حُٔخىُٞٔ ح٠ُلظخؽ ا٣ٝ ً ٔخٜٓ ٚٓخ طلٔزٝ
.َفٜطٝ ىِٞٓ ٠ٍُ اٞظل٣ ٕٔظلن أ٣ٝ ،َُِٖٓ حٜ٘ػ
خَٜٛ طظ٢ش حُظ٤ٔ٤هخص حُظ٘ظ٬ػش حُؼٞٔٔؼَ ٓـ٣ٝ : Structure ًى١ٌٙ) ا3(
حُِٔطخص حُيحُشٝ خص٤ُٝحُٔٔئٝ ّخُٜٔحٝ ٍػٔخ٧حٝ ،ش٤ٔ٤طش حُظ٘ظ٣َحُو
خصٜٜخٕ حُظو٤رٝ ٗ٘طش٧ْ ح٤ٔطوٝ ٍ أٓخّ ٖٓ؟ٝ ٖٓ حُٔٔئ٠ِػ
.خٜ٘٤ٔخ ر٤ن ك٤ٔ٘حُظٝ َٓن حُظٌخ٤طلوٝ
copyright law.
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حٛ٩يحء 216
216
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217 حٛ٩يحء
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يحءٛ٩ح 218
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219 حٛ٩يحء
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يحءٛ٩ح 220
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221 حٛ٩يحء
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حٛ٩يحء 222
حُوطٝ ٢ط٘ل ٌ٤حٓ٫ظَحط٤ـ٤خصٝ .ك ٢ا١خٍ ٌٛح حُٔيهَ ٣ظْ حُل ٍٜٞػِ٠
ٓؼِٓٞخص ٓزخَٗس ٖٓ حُؼِٔ٤خص ٝػَٝ ٝؿٜخص ٗظَ ًؼَ٤س طٔخ ْٛك٢
طلٔ ٖ٤ػِٔ٤خص حُ٤ٜخؿشًٔ ،خ أٜٗخ طؼط ٠حُلَٛش ُـؼَ ػِٔ٤خص حُظ٘لٌ٤
كؼخُش ،رخٟ٩خكش اُ ٠حُ٩ظِحّ رخُظلخ َ٤ٛأًؼَ ٖٓ حُٔيهِ ٖ٤حُٔخرو،ٖ٤
ٖٓٝحُٔآهٌ ػٌِٛ ٠ح حُٔيهَ ٞٛكو٤وش حُظؼخ ٕٝكٓ ٢ـخٍ ٘ٛغ
حُوَحٍحص ٝاػظٔخى ٝؿٜخص ٗظَ ػي٣يس هخٛش اًح ٟٝؼض ح٩ىحٍس حُؼِ٤خ
ٍهخرش ًَِٓ٣ش ٗي٣يس ػِ ٌٙٛ ٠ح٩ؿَحءحص ك ٢ٜطلخ ٍٝإٔ طـي طِٔ٤٤
ٜٓط٘غ ر ٖ٤حُظلٌٝ َ٤حُلؼَ ٣ز٘ ٢اٌٗخ٫ص ٓ٤خٓ٤ش ٖٓ ٗخك٤ش اُظِحّ
حُؼخِٓ ٖ٤ك ٢حُظ٘ل.ٌ٤
اٌّذخً اٌضمبفٔ٣ٝ : Cultural Approach ٟؼَ ط٤ٓٞغ ٝاؿ٘خء ُِٔيهَ
حُظؼخ ٖٓ ٢ٗٝه ٍ٬ىٓؾ حُٔٔظ٣ٞخص حُظ٘ظ٤ٔ٤ش حُيٗ٤خ ك ٢ػِٔ٤خص
حُ٤ٜخؿش ٝحُظ٘ل .ٌ٤إ حُٔي َ٣كٌٛ ٢ح حُٔيهَ ٣وٞى حُٔ٘ظٔش ٖٓ هٍ٬
أٗظٔش اطٜخٍ كؼخُش ٍٝإ٣ش ٗخِٓش ُِٔ٘ظٔش ٌٖٔ٣إٔ طلٔق ٓـخً٫
ُِؼخُِٓ ٖ٤ظ ْ٤ٜٔأٗ٘طظٝ ْٜأكؼخُُ ْٜظيػٍ ْ٤إ٣ش حُٔ٘ظٔش ٝكخُٔخ طٜخؽ
حٓ٫ظَحط٤ـ٤ش طلخ ٍٝح٩ىحٍس ط٘ـ٤غ حُؼخِٓ ٖ٤رخُٔٔخٔٛش رخُوَحٍحص
هخٛش حُؼِٔ٤خط٤ش ٜٓ٘خ ٟٝٝغ حُظلخ َ٤ٛحُُٓ٬ش ُٓ٬ظَحط٤ـ٤ش٣ٝ .ظطِذ
ط٘ل ٌ٤حٓ٫ظَحط٤ـ٤ش ك ٢ا١خٍ ٌٛح حُٔيهَ ػوخكش ط٘ظ٤ٔ٤ش ه٣ٞش طٔخ ْٛك٢
ؿؼَ حُظ٘ل ٌ٤كو٤وش ٝحهؼش طئى ٟاُٗ ٠ظخثؾ ٓطِٞرش .إ ٌٛح حُٔيهَ
٣لخ ًَٔ ٍٝحُلخؿِ ر ٖ٤حُٔلٌَٝ ٖ٣حُٔ٘لٌ ٖٓ ٖ٣ه ٍ٬ر٘خء ٗظخّ هْ٤
ٓ٘ظَى ك٘ٓ ٢ظٔش ح٧ػٔخٍٍٝ .ؿْ حُِٔ٤حص حٌُؼَ٤س ٌُٜح حُٔيهَ ا ٫إٔ
حٌٗ٩خُ٤ش حَُثٔ٤ش ٢ٛاكظَح ًٕٞ ٝؿٔ٤غ حُؼخِٓ ٖ٤ك ٢حُٔ٘ظٔش ْٛ
ػِ ٠هيٍ ٖٓ حًٌُخء ٝحُظلخػَ ح٣٩ـخر ،٢رخٟ٩خكش اُ ٠اكظ٤خؽ ٌٛح
حُٔيهَ اُٝ ٠هض ًزُ َ٤ظطٓ َ٣ٞؼَ ٌٙٛحُو ْ٤حُٔ٘ظًَش.
ِ ذخً إٌّٚ ٛاٌزٛعغ : Crescive Approachكخُٔيٍحء حٌُٖ٣
٣ؼظٔيٌٛ ٕٝح حُٔيهَ ٣ظز٘ٝ ٕٞؿٜش حُ٘ظَ حُظ ٢طَ ٟإٔ ػِٔ٤خص
حُ٤ٜخؿش ٝحُظ٘ل٣ ٌ٤ظٔخٗ٤خٕ ٓغ رؼٜٔ٠خٌُُ ،ي طَ ٟح٩ىحٍس إٔ ٝحؿزٜخ ٫
٣ظـٔي ك ٢حُظًَ ِ٤ػِ ٠أىحء حُٜٔخّ ٌُٖٝط٘ـ٤غ حُؼخُِٓ ٖ٤ظطَ٣ٞ
ٝطليٝ ٟط٘لٍٝ ٌ٤ف حٓ٫ظَحط٤ـ٤ش رطَه ْٜح٩ريحػ٤شٝ ،ػخىس ٓخ ططٍٞ
حٓظَحط٤ـ٤خص ك ٢ا١خٍ ٌٛح حُٔيهَ ٓظلًَش ك ٢حُزيح٣ش ٖٓ حُٔ٘لٌُٜ ٖ٣خ
ك ٢حُٔٔظ٣ٞخص ح٧ىٗٝ ٠حَُٔ٘كٛ ٖ٤ؼٞىحً اُ ٠حُٔٔظ٣ٞخص ح٧ػُِ ٠ظؤط٢
حٓ٫ظَحط٤ـ٤ش ًٝؤٜٗخ كخ َٛؿٔغ أكٌخٍ ٍٝإ ٟحُـٔ٤غ٣ ٫ٝ ،ؼٌ٘ٛ ٠ح
ػيّ ٓ٘خًٍش ح٩ىحٍس حُؼِ٤خ رَ ٌٖٔ٣إٔ ُٜ ٌٕٞ٣خ حُي ٍٝحَُث ٢ٔ٤ك٢
copyright law.
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223 يحءٛ٩ح
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حٛ٩يحء 224
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225 حٛ٩يحء
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حٛ٩يحء 226
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227 حٛ٩يحء
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حٛ٩يحء 228
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229 حٛ٩يحء
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حٛ٩يحء 230
ُوي أًيص أرَُ ح٩طـخٛخص حُؼخُٔ٤ش ك ٢ػوي حُظٔؼ٤٘٤خص ػِ ٠أ٤ٔٛش ه٤خىس
حُظـ َ٤٤ربػظزخٍٛخ حُٔيهَ حُلؼخٍ ُٗ٪ظوخٍ رٔ٘ظٔخص ح٧ػٔخٍ آُ ٠ـظٔغ
حُوَٕ حُلخىٝ ١حُؼَ٘ٝ ٖ٣حُظؼخ ٖ٣حُلخػَ كٝ ،ٚ٤حٓ٩ظـخرش رٌَ٘ أكَ٠
ُٔظطِزخطٝ ٚطلي٣خطٝ ٚطو٘٤خط .)Leithwood,1994:498( ٚطؼي حُويٍس ػِ ٠ه٤خىس
حُظـ َ٤٤ؿ َٛٞحُؼِٔ٤ش ح٩ىحٍ٣ش ًحص حُطخرغ حٓ٫ظَحط٤ـ ٢رؤرؼخىٛخ حُٔوظِلش،
كو٤خىس حُظـ َ٤٤طؼ٘ " ٠ل١بدح اٌغٙذ اٌّخطؾ ٚإٌّظّخ ٌٍٛطٛي ئٌ ٝرؾم١ك
األ٘ذاف إٌّشٛدح ٌٍزغ١١ش ِٓ خالي اٌزٛظ١ف اٌؼٍّ ٟاٌغٌٍٍّٛ ُ١اسد
اٌجشش٠خ ٚاإلِىبٔبد اٌّبد٠خ ٚاٌفٕ١خ اٌّزبؽخ ٌٍّٕظّخ "ُ .وي أٗخٍص (ٓئطٖٔ
ػٔخىحُي )20-14 :2004،ٖ٣اُ ٠أرؼخى ه٤خىس حُظـ َ٤٤رخ٥ط: ٢
رط٠ٛش سؤ٠خ ِشزشوخ ٣ ،Developing Shared Visionظٌٛ ٖٔ٠ح
حُزؼي حُِٔ٤ًٞخص حُو٤خى٣ش حُٜخىكش اُ ٠حُزلغ ػٖ ٍإ٣ش ٝآكخم ٓٔظوزِ٤ش
ُٔ٘ظٔش ح٧ػٔخٍٝ ،إٔ طؼَٔ حُو٤خىس حُؼِ٤خ ػِ ٠رغ ٌٙٛحَُإ٣ش َٛ٘ٗٝخ
ر ٖ٤حُؼخِٓ٣ٝ .ٖ٤وٜي رٌٜح حُزؼي اُ ٠أ ١ىٍؿش طٔظط٤غ حُو٤خىس حُؼِ٤خ ك٢
ٓ٘ظٔش ح٧ػٔخٍ اػخٍس حُلٔخّ ُي ٟحُؼخُِِٓ ٖ٤ظـٝ َ٤٤ؿؼِ٣ ْٜيًٍٕٞ
حُـخ٣خص حَُثٔ٤ش حُظ ٢طٔؼ٘ٓ ٠ظٔش ح٧ػٔخٍ اُ ٠طلو٤وٜخ ٔٓٝخػيط ْٜك٢
ك ْٜحُي ٍٝحٓ٧خُِٓ٘ٔ ٢ظٔش ٝحٌُ ١ط٘ظن ٓ٘ ٚحَُإ٣ش حُٔٔظوزِ٤ش ُِٔ٘ظٔش
رٔ٠خٜٓ٘٤خٝ ،إٔ ٣ظْ َٗ٘ اكٔخٓخ ً رؤ٤ٔٛش ٍٓخُش حُٔ٘ظٔش ٝكغ حُؼخِٖٓ٤
ػِ ٠طٌَ ْ٣ؿٜٞىُِ ْٛظـٝ ،َ٤٤ؿَّ ٗؼٍٞحً ُي ْٜ٣رخُلوَ ٝح٩ػظِحُ
رخُٔ٘ظٔش حُظ٣ ٢ؼِٔ ٕٞرٜخٝ ،اكظَحّ حُٔزخىة حُٔخثيس كٜ٤خ.
ثٕبء ئرفبق عّبػ ٟثخظٛص غب٠بد إٌّظّخ ٚأ٠ٌٛٚبرٙب Building a
٣ ،Consensus about the Goals and Prioritiesظٌٛ ٖٔ٠ح حُزؼي
ِٓ٤ًٞخص ٔٓٝخٍٓخص حُو٤خىس حُؼِ٤خ حُٜخىكش اُ ٠ط٘ـ٤غ حُظؼخ ٕٝرٖ٤
حُؼخِٓ ٖ٤ك ٢حُٔ٘ظٔش ٝؿؼِ٣ ْٜؼِٔٓ ٕٞؼخ ً ُ٤ٜخؿش ؿخ٣خص ٝأٛيحف
ٓ٘ظًَش طظٜق رخُٟٞٞف ٝهخرِ٤ش حُظلونٝ ،طٌَ٘ طلي٣خ ً ُ٢ٌُ ْٜ
ٔ٣ؼٞح ُظلو٤وٜخٝ ،حُلَ ٙػِ ٠حُ ٍٞٛٞاُ ٠اطلخم ؿٔخػ ٢روٜٙٞ
أ٣ُٞٝش طلو٤ن ٌٙٛحُـخ٣خص ٝحٛ٧يحفٌٛ َٔ٘٣ٝ .ح حُزؼي ططٓٝ َ٣ٞخثَ
ٝآُ٤خص ٓ٘خٓزش ُظلي٣ي ٜٓٔخص حُؼخِٓ ٖ٤ك ٢حُٔ٘ظٔش ٝٝحؿزخط،ْٜ
ٔٓٝخػيط ْٜك ٢طلي٣ي أٛيحكَٓٝ ْٜحؿؼٜخًٔ .خ ٣ئًي ٌٛح حُزؼي ػِ٠
أ٤ٔٛش ٓٔخػيس حُؼخِٓ ٖ٤ػِ ٠حَُر ٢ر ٖ٤حَُإ٣ش ٝح٣ُٞٝ٧خص حُٔظلن ػِٜ٤خ
ػ٘ي اطوخً هَحٍحص طظؼِن ربكيحع طـَ٤٤حص ط٘ظ٤ٔ٤ش ك ٢حُٔ٘ظٔش
ٝرَحٓـٜخ ٘ٓٝخٍ٣ؼٜخ.
copyright law.
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231 حٛ٩يحء
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حٛ٩يحء 232
232
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233 حٛ٩يحء
ا ٫إٔ ػِٔ٤ش حُظـ َ٤٤ك ٢ا١خٍ حٓ٫ظَحط٤ـ٤ش ٝحُظوط ٢٤حٓ٫ظَحط٤ـُٜ ٢خ
ه٤ٜٛٞشٌُٜٝ .ح ٟٞ٣ق حٌَُ٘ ( )6-7هطٞحص ػِٔ٤ش حُظـ َ٤٤حُٔز٘٤ش ػِ٠
حُوطش حٓ٫ظَحط٤ـ٤ش ٝحُظ ٢طز٤ً ٖ٤ل٤ش طَؿٔش حُوطش حٓ٫ظَحط٤ـ٤ش اُ ٠أىحء
ٓظٔ ِ٤كٞٓ ًَ ٢حهغ حُؼَٔ.
copyright law.
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يحءٛ٩ح 234
ش٤ـ٤ٓظَحط٫ حُوطش ح٠ِش ػ٤َ٘ حُٔز٤٤ش حُظـ٤ِٔحص ػٞ هط: )6-7( ٌَٗ
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235 يحءٛ٩ح
اٌّشاعغ اٌّغزخذِخ
: ش٤حُؼَر
خ١غ١ " اعزشار،َحثٝ ،ْ٣ٍحػن؛ اىٝ ،١َ؛ حُؼزخىٛخ١ ،٢ حُـخُز.1
ػٔخٕ ـ،غ٣ُٞحُظٝ َُِ٘٘ ىحٍ حُؼوخكش،"ٟم١ ِذخً رطج: األػّبي
.)2006( ،ٍٕى٧ح
سٛ ِٕظ: خ١غ١ "اإلداسح االعزشار،َحثٝ ،ْ٣ٍَ ؛ اىٛخ١ ،٢ حُـخُز.2
،ٍٕى٧ ػٔخٕ ـ ح،غ٣ُٞحُظٝ َُِ٘٘ َحثٝ ٍ ىح،"ًِ ِزىبٟغِٕٙ
.)2007(
عٞ ٓـِي حُزل، " إٌّظّبدٟش ف١١ "اٌزغ،١ٍ ػزي حُزخ، ىٍس.3
.)1981( ،)4( حُؼيى،)9( حُٔـِي،ش٣ٍىح٩حٝ ش٣خىٜهظ٩ح
ش٤ُحٍس حُظَرٝ ،"خ٠ٛ اٌّإعغخ اٌزشثٟش ف١١بدح اٌزغ١ "ل،٠٘ٓ ،ٖٔ ٓئط.4
،٢ٕٗ حُؼخٞٗ حُوخْٓ ٖٓ ًخ:ٕ ػٔخ،ش٤ٔٗخُٜش ح٤ٍٗى٧ حٌُِٔٔش ح،ْ٤ِحُظؼٝ
.)2004(
ش٠ٛرطٚ ش١١بد اٌزغ١غ١ " اعزشار،َٕٝآهٝ ْ٣ ي٤ ٓؼ،َٓ ػخ.5
،١ٍىح٩َ ح٣ٞحُظطٝ ٓظ٘خٍحص٪ُ َْك٤ٓ ي٣حٝ ًَِٓ ،" إٌّظّبد
.)1991( ،َسٛحُوخ
: ش٤ؿ٘ز٧ح
1. Alexander, L.D., "Strategy Implementation: Nature of the
Problem", International Review of Strategic Management, 2(1),
edited by D.E. Hussey (New York: John Wiley & Sons), (1991).
2. Beckhard, R., "A model for the executive management of
transformational change", The 1989 Annual: Developing
Human Resources. (1989).
3. Catalyst Consulting Team, "Get Aligned: Phase Two",
(2003).
4. Certo, Samule C. & Peter,, J. Paul, "The Strategic
Management Process", 3rd ed., R.D., Irwin Inc.,(1995).
copyright law.
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يحءٛ٩ح 236
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يحءٛ٩ح 238
َٖٓ حُؼخٜحُل
.. خ١ٍ١اٌخطخ اٌزشغ
ًّثشاِظ اٌؼٚ ذ ِجبدساد٠رؾذ 8
• حُٔويٓش
ش٤ِ٤• حُوطش حُظ٘ـ
ش٣ىٞٔش ػ٤ِ٤ ط٘ـ٢َ هط٣ٞطط-
ش٤ش أكو٤ِ٤ ط٘ـ٢َ هط٣ٞطط-
َٔرَحٓؾ حُؼٝ ش٤ـ٤ٓظَحط٫• حُٔزخىٍحص ح
حُٗخصُٞٔ• ح
خٜٜ٤ٜطوٝ حٍىُٞٔ• ح
ْ ًحص٤ٛحُٔلخٝ ش٤ِٔس حُظ٘خك٤ُٔ ح.. حُويٍحص.. حٍىُٞٔ• ح
هش٬حُؼ
ٍػٔخ٧ش ُٔ٘ظٔخص ح٤ِٔس حُظ٘خك٤ُٔح-
ٍػٔخ٧هيٍحص ٓ٘ظٔخص ح-
ٍػٔخ٧ش ُٔ٘ظٔخص ح٣َٛٞحُـيحٍحص حُـ-
ِس٤ُٔحٝ ش٣َٛٞ حُـيحٍحص حُـ.. حُويٍحص.. حٍىُٞٔح-
ش٤ٔحُظ٘خك
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يحءٛ٩ح 240
Introduction اٌّمذِخ
٢ـ٤ٓظَحط٫ ح٢٤ش حُظوط٤ِٔش ًُي حُـِء ٖٓ ػ٤ِ٤ حُظ٘ـ٢طٌَ٘ حُوط
ٌٝف عزظً ِٕظّخ األػّبي ئ١ "و:٢ُ حُٔئحٍ حُظخ٢ظـٔي ك٣ ١ٌُح
ن٤حُيهٝ ٢ِ٤ٜق حُظلُٛٞ حٞٛ ش٤ِ٤ى رخُوطش حُظ٘ـٜٞحُٔوٝ ."ب؟ٙبر٠غب
.٘ش٤ش ٓؼ٤ـ٤ٌ هطش حٓظَحط٤ طٔظويّ ُظ٘ل٢حص حُظٞحُوطٝ خص٤ـ٤ٓظَحط٬ُ
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حٛ٩يحء 242
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243 حٛ٩يحء
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حٛ٩يحء 244
ٓٞف طُز٘ ٠ػِ ٠أٓخٜٓخ هط ١ٞحُؼٌَٔٛ ٖٟٔٝ .ح ح١٩خٍ حٓ٫ظَحط٤ـ،٢
٣ل٤ي ( )Pride & Ferrell,1997:529-539إ أكي ػ٘خ َٛحُوطش حُظ٘ـ٤ِ٤ش
ٞٛطط َ٣ٞهطش طٔ٣ٞو٤ش ُو ٢حُؼَٔ حُٔؼ٘ٝ ٢إٔ حُؼِٔ٤ش حُظٔ٣ٞو٤ش ط٘ظَٔ
ػِ ٠أٍرغ هطٞحص ِٓٔ٤س : ٢ٛٝ
.1اٌزؼشف ػٍ ٝفشص اٌغٛق ٚرؾٍٍٙ١ب ،أي أن إيجاد الفرص في البيئة والتي
ال تنسجم مع ما تقوم به المنظمة هو مجرد هدر في الوقت ،لكن إذا ما كانت
الكفاءات المميزة لممنظمة تفوق كفاءات منافسيها ،ستكون لها ميزة تنافسية عمى
أولئك المنافسين.
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حٛ٩يحء 246
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حٛ٩يحء 248
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249 حٛ٩يحء
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يحءٛ٩ح 250
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251 حٛ٩يحء
حُٔٞحُٗخص Budgets
طؼظزَ حُٔٞحُٗخص ٖٓ أ ْٛأىٝحص حُظوطزٝ ٢حَُهخرش ٝطو ْ٤٤ح٧ىحءٌُُٝ ،ي
كبٜٗخ طٔظويّ كً ٢خكش ٓ٘ظٔخص ح٧ػٔخٍ حٗ٩ظخؿ٤ش ٜٓ٘خ أّ حُويٓ٤ش حُظ٢
طٔظٜيف حَُرق ٝطِي حُظ ٫ ٢طٜيف اُ ٠حَُرق .طؼَف حُٔٞحُٗش Budget
رؤٜٗخ " وشف ثبٌّمجٛػبد أ ٚإٌفمبد اٌّخططخ ِٓ ِظذس ِؾذد ،أٚ
ٌغشع ِؾذد ػٍِ ٝذ ٜفزشح صِٕ١خ ِؼٕ١خ "ًٔ .خ ػَكض رؤٜٗخ " رؼج١ش
سلّ ٟػذ خطؾ ٚثشاِظ اإلداسح اٌز ٟرزؼّٓ وً اٌؼٍّ١بد ٚإٌزبئظ
اٌّزٛلؼخ ف ٟفزشح صِٕ١خ ِغزمجٍ١خ" (أر ٞك٘.)396: 2005،ٖ٤
طـط ٢حُٔٞحُٗش ًَ ٝكيحص حُٔ٘ظٔش١ ،زوخ ً ُوَ٣طش حُظ٘ظ ْ٤ح٩ىحٍ١
كٜ٤خٝ .طؼزَ حُٔٞحُٗخص ٍٓٔ٤خ ً ػٖ حُوَحٍحص حُٔٔظوزِ٤ش ُـٔ٤غ ٓٔظ٣ٞخص
ح٩ىحٍس ك٘ٓ ٢ظٔش ح٧ػٔخٍ ،كٔ٤خ ٣ظؼِن ربٓظ٬ى حُٔٞحٍى ح٩هظٜخى٣ش،
َ١ٝم آظويحٜٓخٝ ،حُ٘ظخثؾ حُٔٔظٜيكش ٖٓ ٌٛح حٓ٩ظويحّ٣ٝ ،ظْ حُظؼز َ٤ػٖ
ًُي ٓخُ٤خً ،رل٤غ ٌٖٔ٣حُظ٘زئ ػِ ٌَٗ ٠هٞحثْ ٓخُ٤ش ٖٓٝ .حُٔ ْٜهزَ ٟٝغ
حُٔٞحُٗش طلي٣ي أٛيحف حُٔ٘ظٔش ريهش ،ػْ طلي٣ي ٓٝخثَ طلو٤ن ٌٙٛحٛ٧يحف
ػَِٓ ٠حكَ طظيٍؽ ٖٓ ح٧ػْ اُ ٠ح٧هًُ َٔ٘٣ٝ ،ٚي :
.1حُـخ٣خص حُؼخٓش ُٔ٘ظٔش ح٧ػٔخٍ.
.2حٛ٧يحف حُٔليىس ٝ٧ؿ٘ٗ ٚخ ١حُٔ٘ظٔش حُٔوظِلش.
.3حُٔ٤خٓخص حُؼخٓش ٝحٓظَحط٤ـ٤خص ح٩ىحٍس.
.4حُوطِ٣ٞ١ ٢ش ح٧ؿَ ٝهَ٤ٜس ح٧ؿَ.
.5حُزَحٓؾ حُظل٤ِ٤ٜش ُٟٞغ حُوطٟٞٓ ٢غ حُظ٘ل.ٌ٤
طٌ ٕٞحُٔٞحُٗخص رؤٗٞحع ًؼَ٤س ،ك ٌٖٔ٣ ٢ٜإٔ طَطز ٢رؤ٢ٗ ١ء َ٣ؿذ
حُٔيٍحء ٍهخرظ .ٚكٜ٘خى ٓٞحُٗخص حُٔز٤ؼخص حُظ ٢طزٓ ٖ٤ويحٍ ٓخ ٣ظٞهغ ر٤ؼٚ
ٖٓ هزَ هْٔ حُٔز٤ؼخص ٘ٓ ٖٟٔخ١ن ٓؼ٘٤ش ٝكظ ٖٓ ٠هزَ ٍؿخٍ ر٤غ
ٓؼ٘٘ٛٝ ،ٖ٤٤خى ٓٞحُٗخص حَُٜٔٝكخص حُظ ٢طليى ٓٔظ٣ٞخص حٗ٩لخم
َُِٜٔٝكخص حُٔٔظَٔس٘ٛٝ .خى حُُٔٞحٗخص حَُأٓٔخُ٤ش حُظ ٢طز٤ًٔ ٖ٤ش ٓخ
٣ظؼ ٖ٤اٗلخه ٚػِ ٠حُٔٞؿٞىحص حُؼخرظشٝ ،ػخُزخ ً ٓخ طز ٖ٤أ ١حُٔٞؿٞىحص حُؼخرظش
٣ظؼَٗ ٖ٤حإٛخٝ ،أٓخ ٓٞحُٗخص حُ٤ٜخٗش كظٜق حٗ٩لخهخص ُِظ٤ِٜلخص
ٝحُظزي٬٣صٝ ،إ ٓٞحُٗخص حُٔٞحٍى حُزَ٘٣ش طز ٖ٤حُ٘لوخص حُٔوططش
ٓ٩ظوطخد ٝطيٍ٣ذ ٝطؼ ٞ٣ٞحُؼخِٓ٘ٛٝ .ٖ٤خى حُٔٞحُٗخص حُؼخرظش Fixed
ٝحُٔٞحُٗخص حَُٔٗش ،Flexibleكخُؼخرظش ٓٞحُٗش طؼي َٓس ٝحكيس ك ٢حُٔ٘ش،
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حٛ٩يحء 252
ػِ ٠أٓخّ كـْ ٗ٘خٓ ١ؼ ،ٖ٤أٓخ حُٔٞحُٗش حَُٔٗش ك ٢ٜك ٢كو٤وظٜخ ػيس
ٓٞحُٗخص ٓز٘٤ش ػِ ٠أٓخّ كـ٘ٗ ّٞخٓ ١وظِلشٜٔٔٓ ٢ٛٝ ،ش رل٤غ
ٌٖٔ٣طؼي َ٣ر٤خٗخص حُٔٞحُٗش ١زوخ ً ُِظـ َ٤حُلخ َٛك ٢كـْ حُ٘٘خ٘ٛٝ .١خى
حُٔٞحُٗخص حُطِ٣ٞش ٝحُوَ٤ٜس ح٧ؿَ ،كخُٔٞحُٗخص حُطِ٣ٞش ح٧ؿَ ػخىس ٓخ
طـطٓ ٢يس أ٘ٓ ٖٓ ٍٞ١ش ٓخُ٤ش ٝؿخُزخ ً ٓخ طِ٣ي حُٔيس ػٖ ػ٬ع ٓ٘ٞحص ،أٓخ
حُٔٞحُٗخص حُوَ٤ٜس ح٧ؿَ كظـط٘ٓ ٢ش ٓخُ٤ش ٝحكيس أ ٝأهَ.
إ حُٔٞحُٗش طؼظزَ آُ٤ش ٍث٤ٔ٤ش ٖٓ ٌٖٔ٣هُٜ٬خ ط٘ل ٌ٤حُوط٢
حٓ٫ظَحط٤ـ٤شِ٤ٓٝٝ ،ش ٍهخر٤شٝ ،إ حُٔٞحُٗش ُؤْ ٓؼ ٖ٤أُ٘ ٝؼزش ٓؼ٘٤ش
ٌٖٔ٣حُظ َٛٞاُٜ٤خ ػٖ ٣َ١ن حُٔ٘خًٍش ،أ ٌٖٔ٣ ٝاٗظوخُٜخ رزٔخ١ش ًِٗ٫ٝ
ٖٓ ح٩ىحٍس حُؼِ٤خ.
( َ٤٘٣أر ٞك٘ )401- 400: 2005،ٖ٤رؤٕ ٫ري ٖٓ ًَِٓ٣ش اػيحى
حُٔٞحُٗخص كظ ٌٖٔ٣ ٠حُظ٘ٔ٤ن رٜ٘٤خٟٔٝ ،خٕ ٝكيطٜخ ،أ ٫ ١ري ٖٓ ٝؿٞى
ٝكيس ًَِٓ٣ش ُِٔٞحُٗخص ك ٢حُٔ٘ظٔخص طو ّٞربٓظوزخٍ حُز٤خٗخص حُٔخُ٤ش
ٝح٩كٜخث٤ش حُُٓ٬شٝ ،طيٍّ حُ٘ٞحك ٠حُوخٛش رخ٩ؿَحءحص َ١ٝم
حُظلِٝ َ٤حُظلٔ َ٤حُظ ٢طٔظويّٝ ،طَحؿغ َٓ٘ٝػخص حُٔٞحُٗش ٖٓ ك٤غ
حُ٘ٔٝ ،ٍٞحُظ٘خٓن ٝحُظٌخَٓ ٓغ حُوطٝ ٢حُٔ٤خٓخص حُؼخٓشٝ .ػخىس ٓخ طظزغ
ٝكيس اػيحى حُٔٞحُٗخص حُٔي َ٣حُٔخُ ،٢اً إٔ حُوط ٢حُٔخُ٤ش حُظ ٢طزَُٛخ
حُٔٞحُٗش ٫ري ٝإٔ طٌٓ ٕٞظ٘خٓزش ٓغ ٓٝخثَ حُو٤خّ حُٔخُ ٢حُلؼِ ٢حٌُ١
َ٘٣ف ػِ ٚ٤حُٔي َ٣حُٔخُ ،٢كظ ٌٖٔ٣ ٠آظويحّ حُٔٞحُٗش ًؤىحس كؼخُش ك٢
حَُهخرش.
إ ٝكيس اػيحى حُٔٞحُٗخص ٫ط٠غ حُوط ٫ٝ ،٢ط٘٘٢ء حُظويَ٣حص
حُٜ٘خث٤شًُ ٕ٧ ،ي ٖٓ ٝظ٤لش ح٩ىحٍحص حُٔظوٜٜش ك ٢أٝؿ ٚحُ٘٘خ١
حُٔوظِلش (ٓؼَ اىحٍحص حُٔز٤ؼخص أ ٝحُظٔ٣ٞن أ ٝحٗ٩ظخؽ...اُن)ٝ ٌُٖٝ .كيس
اػيحى حُٔٞحُٗش طو ّٞكو ٢رظٔ َ٤ٜػِٔ٤ش ح٩ػيحى ػٖ ٣َ١ن :
.1طـٔ٤غ حُظويَ٣حص ٖٓ حُٞكيحص ح٩ىحٍ٣ش حُٔوظِلش.
َٓ .2حؿؼش حُظويَ٣حص حُٔوظَكش ر٘خء ػِ ٠حٛ٧يحف ٝحُٔ٤خٓخص ٝحُوط٢
حُٔخرن طلي٣يٛخٝ ،طلي٣ي أٝؿ ٚحٗ٩لَحف ػٜ٘خ.
.3حُظلون ٖٓ حُظ٘خٓن ٝحُظٌخَٓ رُ ٖ٤ظويَ٣حص حُٞحٍىس ٖٓ أٝؿ٘ٗ ٚخ١
ٓوظِلشً٘ٝ ،ق حُظؼخٍ ٝأ ٝحُظ٠خٍد رٜ٘٤خ ٝحُؼَٔ ػِ ٠ط٬ك.ٚ٤
َٓ .4حؿؼش حُؼِٔ٤خص حُلٔخر٤ش حُٔٔظويٓش ك ٢حُظويَ٣حص ٝحُظلون ٖٓ
ٛلظٜخ.
copyright law.
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253 حٛ٩يحء
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يحءٛ٩ح 254
٢ حُوطٝيحف أٛ٧ حٌٙٛ َ٣ طؼي١ٍَٝ٠ُ ًخٕ ٖٓ ح٫اٝ ،خٜخٓخط٤ٓ ٝخ أٜهطط
.خٓخص٤ُٔ حٝأ
٢ِ٣ ش اٗـخُ ٓخ٤ٖٗ آٌخ٤ط٤حُٗخص طلون ُِٔوطُٞٔرٌَ٘ ػخّ كبٕ حٝ
: )Atkinson,et..al,1997:429(
َ٣ٞ طط٠ِ طٔخػي ػٌٙٛٝ ،ش رخُٔ٘ظٔشٛحٍى حُوخُٞٔي ٓظطِزخص ح٣• طلي
.ش٤ِش حُلؼ٤ِ٤خ حُظ٘ـٜط٫ ٓـخ٢حٍى كُٞٔخؿخص ح٤غ اكظُٟٞ ٢حُوط
ًَٖٔ طـ٘ذ حُٔ٘خ٠٣ ٌحٛٝ ،ش٤ٓٓخ٧هظ٘خهخص ح٩حٝ ًَي حُٔ٘خ٣• طلي
ش٤ٓـش ٗظخ٤ٛ ٖ ٖٓ اػظٔخى٤ٖ حُٔوطط٤ٌٔطٝ هظ٘خهخص٩حٝ
٢ش ك٤ِ٤ش حُظ٘ـ٣ٌٖٔ آظويحّ هخثٔش حُظيكوخص حُ٘وي٣ غ٤ ك،خُُٛٝظـخ
.َؿ٧َس ح٤ٜٗ٘طش حُو٧َ ح٣ٞٔٓـخٍ ط
،ش٤ُخ ٖٓ حُ٘ظخثؾ حُٔخٜٓوَؿخطٝ ش٤ِ٤ٗ٘طش حُظ٘ـ٧ش ٓوخٍٗش ح٤ٗ• آٌخ
غ٤ٖ ٖٓ ك٤ٌٖٔٔ حُٔ٘ظٔش ٖٓ اؿَحء حُٔوخٍٗخص ٓغ حُٔ٘خك٣ ٌحٛٝ
.ش٤ِ٤خص حُظ٘ـ٤ًِٔلخءس حُؼ
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يحءٛ٩ح 256
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حٛ٩يحء 258
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259 حٛ٩يحء
Source: Johnson & Scholes, "Exploring Corporate Strategy", 3rd ed, Prentice Hall, 1993: 314.
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حٛ٩يحء 260
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261 حٛ٩يحء
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يحءٛ٩ح 262
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263 يحءٛ٩ح
Source: Lynch, Richard, “Corporate Strategy”, prentice Hall, 3rd Ed., 2003, 229.
copyright law.
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يحءٛ٩ح 264
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265 يحءٛ٩ح
Source: Hamel, Gary & Heene, Aime, "Competence Based Competition", John
wileg & Sons, 1994: 38.
265
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حٛ٩يحء 266
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267 حٛ٩يحء
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حٛ٩يحء 268
268
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269 حٛ٩يحء
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حٛ٩يحء 270
ِغز٠ٛبد ِٓ سػب اٌؼّالء ،أ ٚأٔٙب رٛعٗ ثشىً غ١ش ِجبشش ٌزط٠ٛش
إٌّزغبد ٚاٌخذِبد اٌغ٘ٛش٠خ".
ُوي ر )Hamel & Heene,1994: 16( ٖ٤اُ ٠حٕ ٘ٛخى حُؼي٣ي ٖٓ ط٤ٜ٘لخص
حُـيحٍحص حُـ٣َٛٞش ،ا ٫أٗ ٌٖٔ٣ ٚاىٍحؿٜخ رؼ٬ع أٗٞحع ٍثٔ٤ش: ٢ٛٝ ،
• ؿيحٍحص حُ ٍٞٛٞاُ ٠حٞٓ٧حم : Markets Access Competencies
ٝحُٔظ٘ٔ٠ش اىحٍس طط َ٣ٞحُؼٓ٬ش حُظـخٍ٣ش ،حُٔز٤ؼخص ٝحُظٔ٣ٞن،
حُظ٣ُٞغ ٝحٓ٩يحىحص حُظٔ٣ٞو٤ش ،حُيػْ حُظو٘ ٌٙٛٝ ،٢حُٜٔخٍحص طٔخػي
ٓ٘ظٔخص ح٧ػٔخٍ ػِ ٠حُزوخء هَ٣زش ٖٓ ػٔ٬ثٜخ.
• حُـيحٍحص حَُٔطزطش رخُظٌخَٓ : Integrity related Competencies
ٝحُٔظ٘ٔ٠ش حُـٞىس ،اىحٍس حُٞهض ،حٗ٩ظخؽ ك ٢حُٞهض حُٔليى ،اىحٍس
حُٔوِٝ .ٕٝحُظ ٢طزٓ ٖ٤ي ٟه٤خّ ٓ٘ظٔش ح٧ػٔخٍ رخٗ٩ـخُ رَٔػش ،
َٗٝٓٝش أًزَ ٝرؼوش ػخُ٤ش أًؼَ ٖٓ حُٔ٘خكٔ.ٖ٤
Functionality • حُـيحٍحص حَُٔطزطش رخُٞظخثق
related
ٝ : Competenciesحُٔظ٘ٔ٠ش حُٜٔخٍحص ٝحُظ ٢طٌٖٔ ٓ٘ظٔش ح٧ػٔخٍ
ٖٓ آظؼٔخٍ هيٓخطٜخ ٘ٓٝظـخطٜخ رخُٞظ٤لش حُلَ٣يسٝ ،حُظ ٢طٔظؼَٔ
حُٔ٘ظـخص /حُويٓخص ٖٓ ه٘ٓ ٍ٬خكغ حُؼٔ٬ء.
حُٔٞحٍى ..حُويٍحص ..حُـيحٍحص حُـ٣َٛٞش ٝحُِٔ٤س حُظ٘خكٔ٤ش
)Hamel & Heene,1994: 112( َ٤٘٣إٔ ٓ٘ظٔخص ح٧ػٔخٍ حُظ ٢طٔؼ٠
ُِٔلخكظش ػِ ٠روخثٜخ ٝآظَٔحٍ٣ظٜخ٣ ،ظطِذ ٜٓ٘خ إٔ طٔظِي ٓٞحٍى ٝهيٍحص
ٝؿيحٍحص ؿ٣َٛٞشٝ ،رخُظخٌُٜ٘ٔ٣ ٢خ ٖٓ طلو٤ن ِٓ٣خ ط٘خكٔ٤ش ٓٔظيحٓش.
ُوي أٗخٍ ( )Couter,2003:124اُ ٠أ٤ٔٛش ًَ ٖٓ حُٔٞحٍى ٝحُويٍحص
ٝىٍٛٝخ ك ٢طلو٤ن حُِٔ٤س حُظ٘خكٔ٤ش ُٔ٘ظٔخص ح٧ػٔخٍ ٝرخُظخُ ٢طلو٤ن ٗظخثؾ
أىحء ػخُ٤شٝ ،حٌَُ٘ (ٟٞ٣ )9-8ق ٌٙٛحُؼ٬هش.
ٌَٗ ( : )9-8حُي ٍٝحٓ٫ظَحط٤ـُِٞٔ ٢حٍى ٝحُويٍحص
copyright law.
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271 يحءٛ٩ح
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يحءٛ٩ح 272
ٖ ُحثيس ػ٢ٛ َٛٝ ،خٓشٛ َ٤ػٔخٍ حُـ٧س ٓ٘ظٔش حٞ ه١ ٓخًح ػٖ ٗوخ-
١ػٔخٍ ٖٓ َٗ٘ ٗوخ٧َم طٌٖٔ ٓ٘ظٔش ح١ ٘خىٛ َٛٝ ،حُلخؿش
.َش أًز٤ُخ رلؼخٜطٞه
٠ظؤط٣ ٫ ش٤ِٔس حُظ٘خك٤ُٔن ح٤) إٔ طلوHamel & Heene,1994: 154( ئًي٣
خصٜؿٝ َٕ أ٤٘٣ٝ ،ٓشِٞٔٓ َ٤ٍ حُـٞٛ٧اٗٔخ حٝ ٢ِس كو٤ُٖٔٔٓ حُـيحٍحص ح
قٟٞٓ ٞٛ ًٔخٝ ،ٍػٔخ٧خ ٖٓ هيٍحص ٓ٘ظٔش حٛي٤كٌٖٞٔ ط٣ ٌٙٛ َحُ٘ظ
.)10-8( ٌَُ٘رخ
ٓش ٓغ حُويٍحصَُِٞٔٔ ح٤حٍى ؿُٞٔ ح٢خٍ َُر١ ا: )10-8( ٌَٗ
Source: Hamel, Gary & Heene, Aime, "Competence Based Competition", John
wiley & Sons, 1994: 154.
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273 يحءٛ٩ح
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يحءٛ٩ح 274
اٌّشاعغ اٌّغزخذِخ
:ش٤حُؼَر
ذ اٌمشاساد١خ ٌزشش٠ "اٌّؾبعجخ اإلداس،حىَٞ ػ٤ِ ه،ٖ٤٘ كٞ أر.1
،ٕ ػٔخ،غ٣ُٞحُظٝ َُِ٘٘ َحثٝ ٍ ىح،٠ُٝ٧ حُطزؼش ح،"خ١ط١اٌزخط
.)2005( ،ٍٕى٧ح
ب ـٍٙب ـ ِذاخّٙ١٘ ِفب:خ١غ١ "اإلداسح االعزشار،١ف ػيح٬ ك،٢٘٤ٔ حُل.2
،غ٣ُٞحُظٝ َُِ٘٘ َحثٝ ٍ ىح،ش٤ٗ حُطزؼش حُؼخ،"ب اٌّؼبطشحٙبر١ٍّػ
.)2006( ،ٍٕى٧ ح،ٕػٔخ
خ١ضح اٌزٕبفغ١ٌّٓ ا١ "أصش اٌؼاللخ ث، ٓلٔي٢ِى ػٞٔ ٓل،ٕٓخَُٝ ح.3
ساء٢ ٍخ١ٍ دساعخ رؾ: ٞش٠ األداء اٌزظذٍٝ ػٟغ١بس االعزشار١اٌخٚ
،"خ١ٔخ األسد٠ٚ ثؼغ ششوبد األدٟٓ ف١ٍِٓ اٌؼب٠ش٠ٕخ ِٓ اٌّذ١ػ
،ش حُؼَحم٣ٍٜٞٔ ؿ، ؿخٓؼش رـيحى،ٍسٞ٘٘ٓ َ٤ ؿٍٙحٞكش ىًظَٝ١أ
.)1997(
حُطزؼش،"خ١غ١بد اإلداسح االعزشار١ "أعبع،ي٤ي ٓؼ٣ ٓئ،ُْ حُٔخ.4
.)2005( ،ٍٕى٧ ح،ٕ ػٔخ،غ٣ُٞحُظٝ َُِ٘٘ َحثٝ ٍ ىح،٠ُٝ٧ح
: ش٤ؿ٘ز٧ح
1. Atkinson, Anthony; Banker, Rajiv; Kaplan, Robert; Young,
Mark, "Management Accounting", 2nd ed, International
Edition, Prentice-Hall, Inc., (1997).
2. Barney, J.B.,"Gaining and Sustaining Competitive
Advantage", Reading: Mass: Addison-Wesley, (1997).
3. Certo, Samule C. & Peter,, J. Paul, "The Strategic
Management Process", 3rd ed., R.D., Irwin Inc.,(1995).
4. Chaharbaghi, K. & Lynch, R., "Sustainable Competitive
advantage: Towards a dynamic resource-based strategy",
Management Decision, 37(1), (1999).
5. Coulter, Mary, "Strategic Management in Action", 2nd ed.,
Prentice Hall: Upper Saddle River, New Jersey, (2003).
copyright law.
274
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275 يحءٛ٩ح
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يحءٛ٩ح 276
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277 يحءٛ٩ح
ًاٌفظ
ُ١١رمٚ اٌشلبثخ
ٟغ١ٔزبئظ األداء االعزشار
9
اٌزبعغ
• حُٔويٓش
ش٤ـ٤ٓظَحط٫حَُهخرش حٝ ْ٤٤ش حُظو٤ٛ • ٓخ
ش٤ـ٤ٓظَحط٫ٍهخرش حٝ ْ٤٤طو-
خٜخط٤ِٔػٝ ش٤ـ٤ٓظَحط٫ّ حَُهخرش حٜٞٓل-
ىحء٧خّ ح٤ٓخثَ هٝٝ ىحء٧• ح
ىحء٧ش ح٤ٔٛأٝ ّٜٞٓل-
ٚٓخ٤هٝ ىحء٧ص ح٫ٓـخ-
ىحء٧خّ ح٤ش ه٤ٔٛأٝ ّٜٞٓل-
ىحء٧ْ ح٤٣ش ٓوخ٤ٛٓخ-
ىحء٧خّ ح٤ٓخثَ هٝٝ َم١-
ىحء٧ن ح٤• طيه
ِ٤ٔىحء حُٔظ٧• ر٘خء ػوخكش ح
ش٤حُٔوخٍٗش حَُٔؿؼٝ ىحء٧ش ح٤ُٝ• ٓٔئ
ىحء٧ش ح٤ُّٝ ٓٔئٜٞٓل-
ش٤ُٝخص حُٔٔئ٣ٞٓٔظ-
ش٤ُٝجش حُٔٔئ٤ر-
ش٤ُٝي حُٔٔئ٣حٍ طليٝأى-
ش٤ّ حُٔوخٍٗش حَُٔؿؼٜٞٓل-
ش٤حثي حُٔوخٍٗش حَُٔؿؼٞكٝ ش٤ٔٛأ-
ش٤حع حُٔوخٍٗش حَُٔؿؼٞٗأ-
copyright law.
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يحءٛ٩ح 278
copyright law.
278
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279 يحءٛ٩ح
Introduction اٌّمذِخ
ْٙ حُظويّ طـخ٤٤طوٝ َٓحهزشٞٛ ٢ـ٤ٓظَحط٫ْ ح٤٤حُظوٝ يف ٖٓ حَُهخرشُٜإ ح
ش٤ـ٤ٓظَحط٫َ حُوطش ح٤٤ طـٝش أ٤ِٔق حُؼ٤لٜ طٝ أٚ٤ؿٞطٝ ،يحف حُٔ٘ظٔشٛأ
ْ حَُؿ٠ِػٝ .ش٤ُف حُلخَٝحُظٝ ٝؿَح٧َ ٓغ ح٠ك٧ثٔش ح٬ُٖٔٓ أؿَ ح
ٌَ٘رٝ ٌٖٔ٣ ؿَحءحص٩حٝ خٓخص٤ُٔ ًُي ح٢ رٔخ ك،٢ٔ٤ٌَ حُظ٘ظ٤ُٜٖٓ إٔ ح
ٗٔـخّ ٓغ٩حٝ ٢ٖٗٔ حُظٔخ٠٣ ٫ ٚٗ كب،خص١ ٓؼظْ حُ٘٘خٚؿٞ٣ ٕكخػَ أ
ق٤ٟٞطٝ ٖ٤ّٔ رظلْٞ طو٤٤حُظوٝ ش حَُهخرش٤ِٔ كؼ.رشِٞىحء حُٔط٧َ ح٤٣ٓؼخ
ش ًحص٤ـ٤٘خُي حٓظَحطٛ ؿيٞ ط٫ ً ا،ش٤ـ٤ٓظَحط٫ ح٢حُوطٝ ٝؿَح٧ح
قُِٛٞ ِش كؼخُش٤ٓٝ َكٞ٣ ٓخثَ حَُهخرشٝ َٝإ كٝ ،ًق ًخَٓ ؿيحٛٝ
.ًحٌُخَٓ ؿيح
copyright law.
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يحءٛ٩ح 280
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281 حٛ٩يحء
281
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حٛ٩يحء 282
282
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283 حٛ٩يحء
283
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حٛ٩يحء 284
284
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285 حٛ٩يحء
Harrison, J., & John, C “Foundation in Strategic Management “, 1st ed, 1998:128
285
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حٛ٩يحء 286
286
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287 حٛ٩يحء
287
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حٛ٩يحء 288
Source: Pearce II, John A., & Robinson,Jr., Richard, B., "Strategic Management:
Formulation, Implementation, and Control “, 6th Ed., 1997:381
288
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289 حٛ٩يحء
289
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حٛ٩يحء 290
290
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291 حٛ٩يحء
291
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حٛ٩يحء 292
292
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293 حٛ٩يحء
293
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حٛ٩يحء 294
294
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295 حٛ٩يحء
295
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حٛ٩يحء 296
ٓٔظٍٟ ٟٞخ حُؼٔ٬ء - ٓٔظ ٟٞطلو٤ن حُـخ٣خص - ٓٔظ ٟٞؿٞىس ح٧ػٔخٍ -
ٓٔظ ٟٞحُظلٔ٘٤خص ٝأٓٝ ٖ٣ظ٣ ٠ـذ إٔ طٌٕٞ -
ططخرن ح٩ؿَحءحص ٝحُؼِٔ٤خص ٓغ حُٔؼخٝ َ٤٣حُٔوخ ْ٤٣ح٩كٜخث٤ش حُٟٔٞٞػش. -
ٌٖٔ٣ٝط٤ٜ٘ق ٓؼظْ ٓوخ ْ٤٣ح٧ىحء ٝ ٖٟٔحكي ٖٓ حُظ٤ٜ٘لخص حُٔظش
حُؼخٓش حُظخُ٤ش ،ؿ َ٤إٔ رؼ ٞحُٔ٘ظٔخص ٌٖٔ٣إٔ طط ٍٞط٤ٜ٘لخطٜخ حُوخٛش
كٔذ ٓخ ٬٣ثْ ػِٔ٤خطٜخ حػظٔخىحَ ػٍِٓ ٠خُش حُٔ٘ظٔش:
• ِمب١٠ظ اٌفبػٍ١خ ٔٓ : effectivenessظ ٟٞطلو٤ن حٛ٧يحف.
296
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297 حٛ٩يحء
297
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حٛ٩يحء 298
298
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299 حٛ٩يحء
299
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حٛ٩يحء 300
300
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301 حٛ٩يحء
301
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يحءٛ٩ح 302
Source: Kaplan & Norton, "Linking the Blanced Scorecard to Strategy", CMR, 1996:
59.
302
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303 يحءٛ٩ح
Source: Kaplan & Norton, "Linking the Blanced Scorecard to Strategy", CMR, 1996:
٘خٛٝ :Internal Process Perspective خ١ٍبد اٌذاخ١ٍّس اٌؼٛ• ِٕظ
62.
ي٣ طلي٠ِح ػِٞٔؼ٣ ٍٕ أٌٞح حُٔ٘ظٛ ٢ حُٔيٍحء ك٠ِؿذ ػٞظ٣
ٕ ا.كخٓٔش رخُ٘ٔزش ُِٔ٘ظٔشٝ طؼظزَ كٔخٓش٢ش حُظ٤ِخص حُيحه٤ِٔحُؼ
،ْٜث٬ٔش ُؼ٣ٔش طلَى٤ن ه٤ طلو٢ْ كٛ طٔخػي٢ حُظ٢ٛ خص٤ِٔ حُؼٌٙٛ
ٕ كبKaplan & Norton ٖٓ ٌَُ ً كوخٝٝ .ش٤ُيحف حُٔخٛ٫ن ح٤ طلو٢كٝ
: ٢ٛٝ ،ٍحصٝع ى٬ػظزخٍ ػ٩ؤهٌ ر٘ظَ ح٣ ٌٍٞح حُٔ٘ظٛ
: ٖٔ٠ طظ٢حُظٝ : Innovation Cycle سح اإلثذاعٚ د
: ٔ٘ش٠حُٔظٝ ،مُٞٔي ح٣ طلي.1
هؼشٞٓؼخٍ حُٔظ٧حٝ ء٬ٔص حُؼ٬٤٠ؼش طل٤ز١ٝ مُٞٔي كـْ ح٣ طلي-
.يكشٜيس حُٔٔظ٣ حُويٓخص حُـي/ ُِٔ٘ظـخص
،ٖ٤هؼٞحُٔظٝ ٖ٤٤ُء حُلخ٬ٔ حُؼ،هؼشٞحُٔظٝ ش٤ُحم حُلخٞٓ٧ي ح٣ طلي-
.هؼشٞحُٔظٝ ش٤ُ حُويٓخص حُلخ/ حُٔ٘ظـخص
: ٔ٘ش٠حُٔظٝ ، حُويٓش/ َ حُٔ٘ظؾ٣ٞ طط.2
٠ِٕ ػِٞوز٣ ء٬ٔ طـؼَ حُؼ٢ٓزخد حُظ٧ي ح٣ حُٔ٘ظٔش طلي٠ِ٘خ ػٛٝ-
.)اُن...،َ حُٔؼ،ىسٞخ (حُـٜ هيٓخط/ خَٜٗحء ٓ٘ظـخط
َ ٓ٘زؼش٤لون اٗزخع حُلخؿخص حُـ٣ ١ٌُي ٌَٗ حُٔ٘ظؾ ح٣طلي-
.ٌح حُٔ٘ظؾٛ ٌَٗ ْ٤ٜٖٔٓ ػْ طٝ ،ء٬ُِٔؼ
copyright law.
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يحءٛ٩ح 304
Source: Kaplan & Norton, "The Balanced Scorecard: Translating Strategy into Action ..
Harvard Business School Press, 1996: 96.
304
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305 يحءٛ٩ح
305
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يحءٛ٩ح 306
306
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307 حٛ٩يحء
رذل١ك األداء
طوِ٤ي٣خًً ،خٕ حُظيه٤ن ُٔ٣ظويّ َُٔحهزش ح٧ىحء حُٔخُُِ٘ٔ ٢ظٔش ٝكن
ٓـٔٞػش ٓؼ٘٤ش ٖٓ حُٔؼخ َ٤٣حُظ ٢ط٠ؼٜخ حُـٜخص حُٔٔئُٝش أ ٝكٔذ ٓخ
طلَ٤ٛ ٟٚجخص حُٔؼخ َ٤٣حُٔ٤ٜ٘شٝ .رٌٜح حُٔؼ٘ ٠طٌ ٕٞػِٔ٤خص حُظيه٤ن حُٔخُ٤ش
هي ٝكََّص ُِٔيٍحء ٣َ١وش ٗظخٓ٤ش َُٔحهزش ٓٝظخرؼش ح٧ىحء حُٔخُُ٘ٔ ٢ظٔخط.ْٜ
ٖٓٝهٟٝ ٍ٬غ ٓؼخٝ َ٤٣حٟلش ٖٓٝ ،ػْ حُو٤خّ ٝػِٗ ٠ل ٍ٘ٓ ٞظظْ رو٤خّ
ح٧ىحء اُحء طِي حُٔؼخ ،َ٤٣ك٤غ ٜ٣زق رٔوي ٍٝحُٔيٍحء طلي٣ي حُظـَ٤٤حص
حُظ٣ ٢ظؼ ٖ٤اؿَحإٛخ رـ٤ش طلٔ ٖ٤أىحثٝ ْٜحُلي ٖٓ طؼَُِٔٔ ْٜٟخءُش
ٝطلَٔ ػٞحهذ ٓخ ٣ظؼِن رٌُي ٖٓ ٓٔئ٤ُٝش.
ٝرخَُؿْ ٖٓ ً ٕٞػِٔ٤خص حُظيه٤ن حُٔخُ٤ش ؿخٗزخ ً ك٣ٞ٤خ ً ٜٔٓٝخ ً ك ٢حُ٘ظخّ
ح٫ىحٍ ١كٓ ٢ؼظْ حُٔ٘ظٔخص ،كبٕ حًؼَ حُٔ٘ظٔخص طويٓخ ً ُْ طزيأ آ ٫ئهَحً
رظطز٤ن ٓل ّٜٞحُظيه٤ن ػِ ٠ؿِٔش ٝحٓؼش ٖٓ ػِٔ٤خطٜخ ح٩ىحٍ٣شٝ .هي
أٛزلض ػِٔ٤خص حُظيه٤ن حىحس كخػِش ُظو ْ٤٤حىحء ؿٔ٤غ حُ٘ظْ حٓ٫خٓ٤ش ك٢
حُٔ٘ظٔشٝ .طـيٍ حٗ٫خٍس اُ ٠حٕ ٘ٛخُي ؿخ٣ظ ٖٓ ٖ٤ػِٔ٤خص حُظيه٤ن ؿَ٤
حُٔخُ٤ش .األ ٢ٛ ٌٝٚحُظؤًي ٖٓ حُ٫ظِحّ رخُٔظطِزخص أ ٝحُٔؼخ َ٤٣حُٟٔٞٞػش.
ٚاٌضبٔ١خ ٢ٛطلي٣ي ٓيً ٟلخ٣ش حُٔ٘ظـخص أ ٝحُويٓخص ُظِز٤ش حُطِزخص ٖٓٝ ،
ػْ طو ْ٤٤كخػِ٤ش ًٝلخءس حُ٘ظخّ ك ٢طِز٤ش طِي حُٔؼخ.)Pasricha,1997( َ٤٣
ٖٓٝأؿَ ُ٣خىس ح٠٣٩خف ٝطٞك٘ٓ َ٤ظ ٍٞاٟخك ٢كَ١ ٢م ٓوخٍٗش
ػِٔ٤خص حُظيه٤ن ح٩ىحٍ٣ش ٓغ ػِٔ٤خص حُظيه٤ن حُٔخُ٤ش حُظوِ٤ي٣ش ،كبٕ حُـيٍٝ
(٣ )2-9ويّ طِوٜ٤خ ً ٝ٧ؿ ٚح٫هظ٬ف ٝحُ٘ز ٚر ٖ٤ػِٔ٤خص حُظيه٤ن حُٔخُ٤ش
ٝحُـٓ َ٤خُ٤ش (.)Pasricha,1997
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حٛ٩يحء 308
ٌٖٔ٣إٔ ٌٕٞ٣حُظيه٤ن أىحس اىحٍ٣ش ٓئػَس ؿيحً ط٘ـْ ػ٘ ٚحُلٞحثي حُظخُ٤ش
(: )Pasricha,1997
• اٌزؼشف ػٍ ٝفُشص اٌزؾغ :ٓ١رخَُؿْ ٖٓ ػيّ حكظٔخُ٤ش حُظؼَف ػِ٠
ًَ كَٛش ٖٓ كَ ٙحُظلٔ ،ٖ٤كؤٕ ػِٔ٤خص حُظيه٤ن ػ٘يٓخ ٣ظْ
حُظؼخَٓ ٓؼٜخ رـي٣ش ٝػِٗ ٠ل ٍٓ ٞظَحرٓ ٢غ آظَحط٤ـ٤ش حُٔ٘ظٔش
ٌٖٔ٣إٔ طليى ح٣ُٞٝ٧خص اُ ٠حُٔيٍحء ٖٓ ه ٍ٬ر٤خٕ أ ١حُظـَ٤٤حص
ُٜخ ح٧ػَ حً٧زَ ك ٢ح٧ىحء حُؼخّ ُِٔ٘ظٔش.
• اٌزأوذ ِٓ اٌؾمبئك :إ حُؼِٔ٤خص حُظ ٢ط٘لٌ كؼ ً٬ك ٢حُٔ٘ظٔش ٌٖٔ٣إٔ
طوظِق ػٔخ ٓ ٞٛوٍَ ُٜخ ك ٢ػِٔ٤ش حُظوط .٢٤ك٤غ إ ٓخ ٣ؼظويٙ
حُٔيٍحء ٔ٣ ٫ؼَ رخٍَُٝ٠س اكظ٤خؿخص ٝطٞهؼخص حُؼٔ٬ء ٣ ٫ٝظٔخٗ٠
ٓغ طلي٣خص ٓٝظطِزخص حُظَٝف حُوخٍؿ٤ش ٖٓٝ .ه ٍ٬حُـٔغ
حُ٘ظخُِٓ ٢ز٤خٗخص ك٤ً ٍٞل٤ش ٓوخٍٗش حُلوخثن ٓغ ٓخ ْ َ٣لظَ َِ ٝحُٔيٍحء
ٛلظ ،ٚطٜزق حُٔ٘ظٔخص أًؼَ َٓٗٝش اُحء ٓخ ٖٓ ِِّ٣طـ.َ٤٤
• ص٠بدح فشص رؾم١ك االعزشار١غ١خ :ػ٘يٓخ طظـ َ٤حٓ٫ظَحط٤ـ٤ش ،كبٕ
حُؼِٔ٤خص حُظ ٢طٔ٘ي حٓ٫ظَحط٤ـ٤ش حُـي٣يس ُٖ ط٘٘ؤ أٝطٓٞخط٤ٌ٤خ ً ٖٓ
طِوخء ًحطٜخٌُُ ،ي كبٕ اؿَحء ػِٔ٤خص حُظيه٤ن حُٔ٘ظظٔش ُٔوظِق
حُؼِٔ٤خص ح٩ىحٍ٣ش ٣ِ٣ي ٖٓ آٌخٗ٤ش طلو٤ن أ ٝاٗـخُ حٓ٫ظَحط٤ـ٤ش،
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309 حٛ٩يحء
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يحءٛ٩ح 310
ن ؿخُزخ ً ٓخ٤ش اؿَحء حُظيه٤ِٔ إ ػ: يٛخ اٌزؾ١ٍّ ػٍٝض ػ١بدح اٌزشو٠• ص
إ ٗظخثؾٝ . حُٔ٘ظٔش٢حكٞٗ ًخكش٢َ ك٤٤كَحى رخُظـ٧ي ٖٓ حُظِحّ ح٣ِط
ٌٖٔ٣ٝ ،خٜخط٣ُٞٝذ أ٤خ رٔٔؤُش اػخىس طَط٤ِىحٍس حُؼ٩ن َُرٔخ طو٘غ ح٤حُظيه
خص حُٔ٘ظٔش ًخكش ًٔخ٣ٞ ٓٔظ٠ِكَحى ػ٧ش ح٣ِ ٍإ٤ًَ ط٠ِإٔ طٔخػي ػ
٢ِىحء حُلؼ٧حٝ دٞىحء حَُٔؿ٧ٖ ح٤هخص رَٝحُلٝ كخص٬هظ٫ِ ح٤٤ٔإٔ ط
رؼي ًُيٝ .ِشٛس حُلخٞ ٓي حُلـٞ ٗلٚؿٞ حُظ٢ ك٠ُٝ٧س حُٞؼظزَ حُوط٣
ٖ٤ن ٓخ ر٤ش ُِظيه٤ٓٓخ٧حٓؼش رخُ٘ظخثؾ حٝ ٘خُي ٓ٘خًٍشٛ ٌٕٞـذ إٔ ط٣
.غ أكَحى حُٔ٘ظٔش٤ٔؿ
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311 حٛ٩يحء
311
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حٛ٩يحء 312
ك ٢ط٘لٓ ٌ٤لَىحص حُؼِٔ٤ش .كخُؼوخكش حُٔطِٞرش ٢ٛحُظٔ٘٣ ٢خم كٜ٤خ حُؼخِٕٓٞ
ٞ١حػ٤ش ٝػٖ ه٘خػش اُ ٠هٝ ْ٤أٛيحف ح٧ىحء حُٔ٘٘ٞىس.
٫ٝري ٖٓ حٗ٩خٍس ٘ٛخ اُ ٠إٔ هزَس ٝطـَرش ٓ٘ظٔخص ح٧ػٔخٍ ك ٢رَحٓؾ
حُظـ َ٤٤حُؼوخك ٢طٌ٘ق ػٖ ٝؿٞى ػيى ٖٓ ػٞحَٓ حُ٘ـخف حُلخٓٔش حُظ٫ ٢ري
ٖٓ ٟٝؼٜخ ٟٓٞغ حُظ٘لٞٗ ١٧ ٌ٤ع ٖٓ حُٔزخىٍحصٝ .كٔ٤خ ٢ِ٣ػٞحَٓ حُ٘ـخف
حَُث٤ٔ٤ش ُؼِٔ٤ش حُظـ َ٤٤حُؼوخك: )Wade & Recardo,2001:52-63( ٢
• ٍَٟٝس ط٬كْ ٓلَىحص حُظـ َ٤٤حُؼوخكٓ ٢غ حٛ٧يحف حٓ٫ظَحط٤ـ٤ش
ُِٔ٘ظٔش .ك٤غ إ ؿٔ٤غ حُـٞحٗذ حُؼوخك٤شٔ٤ٓ ٫ٝ ،خ حُوٝ ْ٤حُٔؼظويحص
ٝحُِٔ٤ًٞخص٣ ،ـذ إٔ طٌ ٕٞرٔؼخرش هخػيس ح٘ٓ٩خى ُظلو٤ن حُـخ٣خص
حَُث٤ٔ٤ش ُِٔ٘ظٔش.
• ٣ـذ ػيّ حُ٘ظَ اُ ٠حُظـ َ٤٤حُؼوخكًَٝ٘ٔ ٢ع ٓليى ٘ٓٝل ُٚ َٜريح٣ظٚ
ٜٗ ُٚٝخ٣ظ ،ٚرَ ًزَٗخٓؾ ٓٔظَٔ ٣ظْ ك ٚ٤حٓظـ ًَ ٍ٬كَٛش ٖٓ ٗؤٜٗخ
طو٣ٞش حُو ْ٤حٓ٧خٓ٤ش ٝحُٔؼظويحص ٝحُِٔ٤ًٞخص ٝاؿَحء حُظؼي٬٣ص ػِٜ٤خ
ػ٘ي حٍَُٝ٠س.
• إ طط َ٣ٞػوخكش ؿي٣يس ٣ظطِذ ه٤خىس ه٣ٞش ٖٓ ح٩ىحٍس حُؼِ٤خ .كل ٢أًؼَ
حٓ٧ؼِش ٗـخكخ ً ٖٓ ك٤غ حُظل ّ ٍٞحٓ٫ظَحط٤ـ ٢حُؼوخك٣ ،٢ؼَٔ ٍثْ٤
حُـٜخُ حُظ٘ل ١ٌ٤أ ٝحُوخثي حُؼخّ ُِٔ٘ظٔش ًً٘ٔٞؽ ُِي ٍٝحُو٤خىُِ ١ؼوخكش
حُظ٘ظ٤ٔ٤ش حُٔطِٞرش.
• ٍَٟٝس حُظؤً٤ي ػِ ٠كخُش حُظٞحٝ َٛحٓ٫ظلخىس ٖٓ ؿٔ٤غ ٓٝخثَ
ح٫طٜخٍ حُٔظٞكَسٓ ،غ ح٧هٌ ر٘ظَ ح٫ػظزخٍ إٔ أِ٤ٓٝ ْٛش حطٜخٍ
ٓظِٔ٤س ٢ٛح٫طٜخٍ حُٔزخَٗ (ٝؿٜخ ً ُٞؿ.)ٚ
• ٍَٟٝس اَٗحى حُـٔ٤غ ك ٢ػِٔ٤ش طـ َ٤٤حُؼوخكشٌُُٝ .ي ٗـي إٔ أًؼَ
حُٔ٘خٍ٣غ ٗـخكخ ً ٢ٛطِي حُظ ٢طَُ٘ى ؿٔ٤غ حُؼخِٓ ٖ٤ك ٢ططٝ َ٣ٞر٘خء
ػوخك ٍش ؿي٣يس؛ ٌُٖ ٣ـذ أهٌ حُل٤طش ٝحُلٌٍ ٖٓ أُٝجي حٌُْ٤ُ ٖ٣
رٔوي ٍْٛٝأ ٝأَٗ٣ ٫ ْٜؿز ٕٞرخػظ٘خم حُظـَ٤٤حص حُٔوظَكش.
• إ حُٔلظخف حٓ٧خٓ ٢ك ٢ػِٔ٤ش حُظل ّ ٍٞحٓ٫ظَحط٤ـ ٢حُؼوخك ٌٖٔ٣ ٢ك٢
ٓٔخػيس ح٧كَحى ػِٗ ٠ن ٣َ١و ْٜرطَ٣وش طلٌ َ٤ؿي٣يس طوظِق ػٖ
ٓخروظٜخٌُُٝ .ي كبٕ حُٔ٘خٍ٣غ حُٔ٘ظوخس رٌ٘ ٍَ ىه٤ن ُز٘خء ٗٔخًؽ َ١م
َٓؿٞرش ك ٢حُؼَٔ ٝحُِٔٞى ٌٖٔ٣إٔ طٌِ٤ٓٝ ٕٞش ه٣ٞش ٓٝئػَس
٫ػظٔخى هٞحػي ٍٝإ ٟػوخك٤ش ؿي٣يس ٝاظٜخٍ كٞحثيٛخ كٓ ٢ـخٍ حُؼَٔ.
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313 حٛ٩يحء
313
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حٛ٩يحء 314
ؿ َ٤أٗٓ ٚغ ًُي َٗٝ ٟؿٞى ٓيٍحء ٖٓٔ ٔ٣ؼٓ ٕٞؼ٤خ ً كؼ٤ؼخ ً ٗل ٞر٘خء
ػوخكش طًَِ ػِ ٠ح٧ىحء ٖٓ ى ٕٝإٔ ٬٣كظٞح ٝحهغ حٍ٫طزخ ١ر ٖ٤اىحٍس
ٝه٤خّ ح٧ىحء ٖٓ ؿٜش ٝطلو٤ن ح٣ُٞٝ٧خص حٓ٫ظَحط٤ـ٤ش ٖٓ ؿٜش أهَ.ٟ
ٓٝغ حُى٣خى حُظؤً٤ي أًؼَ كؤًؼَ ػِ ٠اىحٍس ح٧ىحءٞٓ ،ف ٣ظَطذ ػِ٠
ٛئ٫ء حُٔيٍحء إٔ ٣ـََّٝ٤ح ٖٓ ٓ٘ظ ٍٞحطٝ ْٜحٕ ّ٤ٌ٣لٞح ػوخكخط ٖٓ ْٜأؿَ
حُظٞؿ ٚرٔ٘ظٔخطٗ ْٜلَٓ ٞطٌِ ح٧ىحء حُٔظٔ.ِ٤
إ حُـخ٣ش ٖٓ ػِٔ٤ش حُظـ َ٤٤حُؼوخكـ ٢ٛ ٢حُ٘ ٜٝٞرٞحهـغ ح٧ىحء ٖٓ
ه ٍ٬ر٘ـخء ػوخكـش أىحء طٔظ٘ي اُ ٠أٓـخّ حَُٔٗٝش ٝحٗ٫لظخف ٌٛٝ .ح ٣ـؼـَ
ٖٓ حُظـ٤٤ـَ حُؼوخكـ ٢ػِٔ٤ش ٓٔظٔـَس ٓٝظٞحِٛش ٖٓ ك٤ـغ حٓظـخرظٜخ
ُِظل ّ٫ٞص ك ٢هخثٔـش ح٣ُٞٝ٧خص حٓ٫ظَحط٤ـ٤ش.
)2اٌم ُ١اٌزٕظ١ّ١خ
إ ر٘خء ػوخكش ح٧ىحء حُٔظٜٔ٘٣ ِ٤ذ ٖٓ ك٤غ حٓ٧خّ كِٞٓ ٍٞى حُوخىس
ِٞٓٝى ؿٔ٤غ حُؼخِٓ ٖ٤ح٥هَ ٖ٣ك ٢حُٔ٘ظٔش ٝ .طؼظزَ حُؤٜٓ ْ٤ش ٝكخٓٔش
ك ٢حُظؼِٝ ٖٓ ِ٣حهغ حُِٔٞى ًُٝ ،ي ُٔخ ُٜخ ٖٓ أػَ كو٤وٝ ٢حٟق ك٢
طلؼٓ َ٤لَىحص حُٔزخىة حُظ ٢طٞؿِٞٓ ٚى ح٧كَحى ك ٢حُٔ٘ظٔش.
٫ٝػـذ ك ٢حُو ٍٞرؤٕ حُو ْ٤طٔ٣ َ٤يحً ر٤ي ٓغ ؿخ٣خص حُٔ٘ظٔش ٖٓ ك٤غ
اٜٗخ طوٞى اُ ٠حٓظ٘ظخؿخص ٓزيث٤ش ه ٍ٬ػِٔ٤ش حطوخً حُوَحٍ٘ٛٝ .خُي هْٔ
ه ْ٤أٓخٓ٤ش طٌَ٘ هخػيس حٗ٫ط٬م ُظلو٤ن حُـخ٣خص حٓ٫ظَحط٤ـ٤ش :٢ٛٝ
• ح٧ه٬م ٝحٓ٫ظوخٓش ك ٢ػَٔ ًَ ٗ٢ء.
• اريحء ح٫كظَحّ ُِـٔ٤غ.
• حُظٞؿٗ ٚل ٞطلو٤ن حُ٘ظخثؾ حُٔطِٞرش.
• حُؼَٔ حُـٔخػ.٢
• ح٫كظَحف ك ٢حُؼَٔ.
)3اَٗحى حُؼخِٓ ٖ٤ك ٢طـ َ٤٤ػوخكش حُٔ٘ظٔش
طًَِ حٌُؼ ٖٓ َ٤حُٔ٘ظٔخص ػِٓ ٠زيأ اَٗحى حُؼخِٓ ٖ٤ك ٢ر٘خء ػوخكش
ؿي٣يس ُِٔ٘ظٔش .ك٤غ حٗ ٌٖٔ٣ ٚإٔ ٪ُ ٌٕٞ٣ىحٍس حُؼِ٤خ ٍإ٣ش ٝحٟلش كٍٞ
حُؼوخكش حُظ ٢طَؿذ رز٘خثٜخ ،ؿ َ٤إٔ ٓٔؤُش طلؼ َ٤حُؼوخكش طٌٖٔ ك ٢اَٗحى
حُؼخِٓ ٖ٤حٌُ٣ ١ؼظزَ حُؼ٘ َٜحٓ٧خُٓ ٢ظ٘ل ٌ٤أ ١حٓظَحط٤ـ٤ش ٖٓٝ .أؿَ
رِِ ٍٞس ػِٔ٤ش اَٗحى حُؼخِٓ ٌ٘ٓ ٖ٤حُزيح٣ش٣ ،ظؼ ٖ٤ػِ ٠ح٩ىحٍس حُؼِ٤خ إٔ
ً٫ظ٘خف ٓخ ٣لٌَ ر ٚحُؼخِٓ ٕٞاُحء ح٩ىحٍس
ِ طؼطٓ ٢ظٔؼخ ً ٖٓ حُٞهض
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315 حٛ٩يحء
ٝحُٔ٘ظٔش ٓٝخ ٢ٛططِؼخطٓٝ ْٜخ ط٘ط ١ٞػِ ٚ٤طِي حُظطِؼخص رٔخ ٖٓ ٗؤٗٚ
طلو٤ن ٍٓخُش حُٔ٘ظٔش.
ٝطٞؿي ٘ٛخُي َ١م ٝأٓخُ٤ذ ػي٣يس ُِل ٍٜٞػِ ٠آٍحء ٝأكٌخٍ حُؼخِٖٓ٤
ريءحً ٖٓ حُٔوخر٬ص حُ٘و٤ٜش حُٔزخَٗس ٝحٗظٜخءحً رؤىٝحص حُظو ْ٤٤حُٔؼويسٝ .إ
أًؼَ ِٙ ٌٛحٓ٧خُ٤ذ ٗٞ٤ػخ ً ٞٛحٓظز٤خٕ ٍٟخ حُؼخِٓٝ .ٖ٤ػِ ٠حَُؿْ ٖٓ إٔ
ٓيهَ حٓظز٤خٕ حَُٟخ ٌٖٔ٣إٔ ٣َ١ ٌٕٞ٣وش ٓل٤يس ٛٝخىكش ك ٢طوٛ ْ٤٤لش
ٓ٬ٓٝش ػوخكش حُٔ٘ظٔش ،كبٗ٣ ٚظطِذ ىهش ٓظ٘خ٤ٛش ٖٓ ك٤غ حُظ٘لٝ ٌ٤حُظلٔ.َ٤
كخُؼخِٓ ٌٖٔ٣ ٕٞإٔ ٌٞٗٞ٣ح ٓٞحُٓٝ ٖ٤وُِ٘ٔ ٖ٤ٜظٔخط ٖٓ ْٜك٤غ روخإْٛ
كٜ٤خ ُلظَحص ُٓ٘٤ش ِ٣ٞ١ش ،أَُ ٝرٔخ ٍ ٌٕٞٗٞ٣ح ٖ٤ٟػٜ٘خ ٖٓ ى ٕٝطلو٤ن
ؿٔ٤غ ٓلَىحص حُ٫ظِحّ أٓخّ حُٔ٘ظٔش .
)4اٌؾٛافض ٚاٌّىبفئبد
حَُٔ ٬كع إٔ ٓٔظ ٟٞكَ٣ش ح٩ىحٍس حُؼِ٤خ ك ٢حُٔ٘ظٔخص ؿ َ٤حُٜخىكش
َُِرق ٖٓ ك٤غ ٓ٘ق حُؼٝ٬حص ٝحُلٞحكِ ٢ٛأهَ ٓٔخ ٞٛػِ٤ـ ٚك٘ٓ ٢ظٔخص
ح٧ػٔخٍ حُٜخىكش َُِرقٌُ .ـٖ رخَُؿْ ٖٓ ٌٛح حٓ٧ـَ ٝطؼو٤ـي حُؼِٔ٤ـش ،كبٕ
رخٌٓ٫خٕ حهٌ ُٓخّ حُٔزخىٍس رظٞك٤ي حُلٞحكـِ ٓغ ٓٔظ٣ٞـخص ح٧ىحء.
إ حُٔ٘ظٔخص حُظ ٢طظطِغ اُ ٠طلٔ ٖ٤أىحثٜخ طظَ أًؼَ هيٍس ػِ ٠ا٣ـخى
ظَٝف ٗـخف ٣ـي كٜ٤خ كَ٣ن ح٩ىحٍس حُؼِ٤خ حُلخكِ ػِ ٠طلو٤ن ٓٔظ٣ٞخص
ح٧ىحء حُٔٔظٜيكـشًُٝ ،ي ٖٓ ه ٍ٬اظٜخٍ ٓٔظـ ٟٞػخ ٍٍ ٖٓ حُلٞحثي ك٢
ؿٔ٤غ حُٔلخٝ .ٍٝطلي٣يح ً ،ك بٕ ٓيهـَ حُظلل٣ ِ٤لون ٟٜٗٞخ ً ِٓٔٓٞخ ً ك٢
ح٩ىحٍس حُٔخُ٤ش ٝك ٢طلٔ ٖ٤حٓظويحّ حُٔٞحٍى ًٌُٝي ك ٢حٍ٫طوخء رٔٔظٟٞ
ٍٟخ حُٔظؼخِٓ٤ـٖ ٝطلو٤ـن ُ٣خىس ِٓلٞظش ك ٢حُظـط٤ش ح٩ػ٤ٓ٬ش ح٣٩ـخر٤ش .
ٌٛح ٝإ حُٔئَٗ حُ ٢٘ٔ٠حٌُ ٌٖٔ٣ ١إٔ ٗظ َٛٞاُ ٖٓ ٚ٤هًُ ٍ٬ي ٞٛأ ُٗٚ
ك٤ؼٔخ ٘ٛ ٌٕٞ٣خُي كخكِ ُِؼ٘ َٜحُز٘ـَٞٓ ،١ف ٘ٛ ٌٕٞ٣ـخى حػظٔـخى
كو٤وـُٔٔ ِّٞٔٓٝ ٢خٍٓخص طلٔ٤ـٖ ح٧ىحءٝ ،حُؼٌْ ٛل٤ـق.
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حٛ٩يحء 316
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317 حٛ٩يحء
317
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حٛ٩يحء 318
حُ٘ظ٤ـش كخٕ حُٔٔئ٤ُٝش طٌ ٕٞؿً َ٤حص ؿي ٟٝاًح ُْ ط٘ـْ ػٜ٘خ ٗظخثؾ
ٓؼ٘٤ش .
• اٌّغإ١ٌٚخ رؾغٓ األداء ،ك٤غ إٔ حُـخ٣ش ٖٓ حُٔٔئ٤ُٝش ٢ٛطلٖٔ٤
ح٧ىحء ْ٤ُٝ ،طٞؿ ٚ٤حُِ ّٞأ ٝحُؼوٞرشٝ .رخَُؿْ ٖٓ ِٙ ٌٛحُلو٤وش،
ٌٖٔ٣حٕ ٘٣ظَ حُزؼ ٞآُ ٠ل ٢ٜٓٞحُٔٔئ٤ُٝش ٝحُ٘ظخثؾ ٗظَس ِٓز٤ش،
٣ٝؼظزَ ٕٝحُٔٔئ٤ُٝش ػِ ٠أٜٗخ ٗ٢ء ٫ري ٖٓ ح٫رظؼخى ػ٘ ٚريٖٓ ٫
حُ٘ظَ اُٜ٤خ ًٔل ّٜٞاىحٍٓ ١ل٤ي ٖٓ ٗخٗ ٚط٤ُٞي حُلخكِ ٓغ حُيحكغ ػِ٠
طلٔ ٖ٤ح٧ىحء.
ٓٔظ٣ٞخص حُٔٔئ٤ُٝش
)Artley,2001:8-10( َ٤٘٣إٔ ٘ٛخُي ٗظَ٣خص ٓظؼيىس كٔٓ ٍٞظ٣ٞخص
حُٔٔئ٤ُٝش .ك٤غ ٣و ٍٞحُزؼ ٞرخٕ حُٔٔئ٤ُٝش ط٘طزن كو ٢ػِ ٠ح٧كَحى،
٣ٝو ٍٞآهَ ٕٝرؤٜٗخ ط٘طزن كو ٢ػِ ٠حُٔـخٓ٤غ ،ك ٢ك٣ ٖ٤و ٍٞحُزؼٞ
ح٥هَ رؤٜٗخ ط٘طزن ػِ ٖٓ ًَ ٠ح٧كَحى ٝحُٔـخٓ٤غٌ٘٘ٔ٣ٝ .خ طلي٣ي هٔٔش
ٓٔظ٣ٞخص ُِٔٔئ٤ُٝشًٔ ،خ ٣ز ٖ٤حٌَُ٘ ( .)8-9كلٌٛ ٢ح حًُ٘ٔٞؽ ُٔٔظ٣ٞخص
حُٔٔئ٤ُٝش ،طُؼظزَ حُٔٔئ٤ُٝش حُ٘و٤ٜش ٢ٛ Personal Accountability
حٓ٧خّ ُـٔ٤غ ؿٞحٗذ حُٔٔئ٤ُٝش ،ك٤غ حٜٗخ ط٘ـغ ػِ ٠حُٔٔئ٤ُٝش حُلَى٣ش
Individual Accountabilityحُظ ٢ريٍٛٝخ ط٘ـغ ػِ ٠حُٔٔئ٤ُٝش
حُـٔخػ٤ش ٝ Team Accountabilityحُظ ٢ط٘ـغ ػِ ٠حُٔٔئ٤ُٝش حُٔ٘ظٔ٤ش
ٝ Organizational Accountabilityرؼزخٍ س أهَ ،ٟكخٗ ٚػ٘ي ريء
حُٔٔئ٤ُٝش حُ٘و٤ٜشٗ ،ـي رخٕ ًَ ٓٔظٔٓ ٖٓ ٟٞظ٣ٞخص حُٔٔئ٤ُٝش
ح٧هَ٣ ٟيػْ حُٔٔظ ٟٞح٥هَ حٌُ ٌٖٔ٣ ٫ٝ ، ٚ٤ِ٣ ١ر٘خء ٝطـٔ٤ي ح١
ٓٔظٔٓ ٖٓ ٟٞظ٣ٞخص حُٔٔئ٤ُٝش حُ ٠إٔ ٣ظْ ر٘خء حُٔٔظ ٟٞحٌُ٣ ١ؤط٢
Stakeholder رؼيٝ .ٙحٓخ كٔ٤خ ٣ظؼِن رٔٔئ٤ُٝش حُٔظؼخِٖٓ٤
Accountabilityحُظ ٢طزي٘ٓ ٝلِٜش ػٖ حُٔٔظ٣ٞخص ح٧هَ ٟك ٢حٌَُ٘ (-9
،)8كخٕ حُٔظؼخِٓٞٔ٤ُ ٖ٤ح ٓٔئ ٖ٤ُٝػٖ ٟٔخٕ ح ٝطخٓ ٖ٤ر٘خء ٓٔظ٣ٞخص
حُٔٔئ٤ُٝش حُظ ٢طوغ ى ،ْٜٗٝرَ رخ٧كَ ،ٟحٕ حُٔظؼخِٓٔٓ ٖ٤ئ ُٕٞٝػٖ
حُٔٔخػيس ك ٢طلي٣ي طٞهؼخص ح٧ىحء حُظ٘ظٝ ٢ٔ٤ػٖ اُِحّ حُٔ٘ظٔش رظلو٤ن
حُ٘ظخثؾ حُٔطِٞرشًٔ .خ إٔ حُٔٔئ٤ُٝش حُ٘و٤ٜش ٢ٛأ٠٣خ طُؼظزَ حٓ٧خّ
ُٔٔئ٤ُٝش حُٔظؼخِٓ.ٖ٤
ٌَٗ ( : )8-9حُٔٔظ٣ٞخص حُؤْ ُِٔٔئ٤ُٝش
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319 حٛ٩يحء
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حٛ٩يحء 320
ُ
هٔض اٗـخُحص حُلَى .ك٤غ ٣ل٤ي حُلَىٌٛ " :ح ٓخ حٗ ١ٞحُو٤خّ رٌٛٝ ،ٚح ٓخ
رٌٛٝ ،ٚح ٓخ ٓؤه ّٞر ٖٓ ٚحؿَ طلو٤ن ًَ ٓخ ٞٛأك." َ٠
كٔ٤خ ط٘ َ٤اٌّغإ١ٌٚخ اٌغّبػ١خ ،اُ ٠حٕ ٓؼظْ ؿٞحٗذ ح٧ىحء حُظ٘ظ٢ٔ٤
طو ّٞربٗـخُٛخ ٓـخٓ٤غ ح ٝكَِم (ٓئُلش ٖٓ ح٧كَحى)ٝ .ك ٢كخُش كَِم
حُؼَٔ ًحص حُظٞؿ ٚ٤حٌُحط٘ٛ ٌٕٞ٣ ٫ ، ٢خُي ٝؿٞى ُٜٔطِق حٗ٧خ ،رَ
حُٜٔطِق حُٔخثي ٗ" ٞٛلٖ" كو ٌٙٛٝ .٢حُلو٤وش طُٞي ٍٝك٤ش حُٔٔئ٤ُٝش
حُٔ٘ظًَش .ك٤غ إٔ َٖٓ ٞ٣كَ ح٩ؿخرخص ٝحُظوخٍ ٢ٛ َ٣حُٔـٔٞػش أٝ
حُلَ٣ن ًٌَ ْ٤ُٝ ،حُلَى ًٔخ ك ٢كَم ًَس حُويّ.
٘ٛٝ خى اٌّغإ١ٌٚخ اٌزٕظ١ّ١خٝ ،حُظ ٢طزٝ ٖ٤طـ٤ذ ػِٓ ٠خ هي أٗـِطٚ
حُٔ٘ظٔش كؼ ٬كٔ٤خ ٣ظؼِن رٔخ هططض ٗ٩ـخُ٘ٛٝ .ٙخُي ٗٞػٖ٤
ُِٔٔئ٤ُٝش حُظ٘ظ٤ٔ٤ش :
• حُٔٔئ٤ُٝش حُظ٘ظ٤ٔ٤ش حُيحهِ٤ش حُظ ٢ط٘ َ٤اُ ٠ر٘خء حُظيكن حُظٜخػي١
ٝحُظ٘خُُ ُِْٔ ٢حُٔٔئ٤ُٝخص ٓخ ر ٖ٤ح٩ىحٍس ٝح٧كَحى ٝحُلَِم ىحهَ
حُٔ٘ظٔش.
• حُٔٔئ٤ُٝش حُظ٘ظ٤ٔ٤ش حُوخٍؿ٤ش حُظ ٢ط٘ َ٤اُ ٠إٔ حُٔ٘ظٔش طَكغ
رظوخٍَٛ٣خ آُ ٠ظؼخِٜٓ٤خ ك ٖٓ َِ ً ٍٞأىحءٛخ حُظ٘ظًِٜٞٓٝ ٢ٔ٤خ
حُظ٘ظ.٢ٔ٤
أٓخ ِغإ١ٌٚخ اٌّزؼبٍِ ،ٓ١كظز ٖ٤إٔ ٓٞهغ حُٔظؼخِٓ ٌٖٔ٣ ٖ٤ك ٢أػِ٠
َّٛحُٔٔئ٤ُٝش ًٔخ ٣ظ٠ق ٖٓ حٌَُ٘ ( .)8-9ؿ َ٤أٗ ،ْٜكٌٛ ٢ح
حًُ٘ٔٞؽ٘ٓ ،ل ٖ٤ِٜػٖ حُٔٔظ٣ٞخص حُظ ٢طِٝ ،ْٜ٤حُٔزذ كًُ ٢ي ٞٛحٕ
حُٔظؼخِٓ ٖٓ( ٖ٤حُؼٔ٬ء ٝحُٔٔخٝ ٖ٤ٔٛحًَُ٘خء حٓ٫ظَحط٤ـٖ٤٤
ٝحٍُٔٞىٝ ٖ٣حُٔـظٔغ) ٔ٣ ٫خ ٕٞٔٛآٜخٓخ ًزَ٤ح ك ٢حُؼِٔ٤خص حُ٤ٓٞ٤ش
ُِٔ٘ظٔشٔ٣ ٫ٝ ،خ ٕٞٔٛك ٢ر٘خء حُٔٔئ٤ُٝخص حُظ٘ظ٤ٔ٤ش حُيحهِ٤ش ،رَ
رخ٫كَ ٟإٔ حُٔظؼخِٓٞ٣ ٖ٤كَ ٕٝحُٔيه٬ص حُظٗ ٖٓ ٢خٜٗخ حُظ َٛٞاُ٠
ٗظخثؾ ط٘ظ٤ٔ٤ش َٓؿٞرش ٖٓٝ ،ػْ طًَٜخ اُ ٠حُٔ٘ظٔش ُظلو٤وٜخ ٝطلَٔ
ٓٔئ٤ُٝظٜخ.
ر٤جش حُٔٔئ٤ُٝش
ػ٘ي طلي٣ي حُٔٔئ٤ُٝش ػٖ ح٧ىحء٫ ،ري ٖٓ طلي٣يٛخ أ ً٫ٝه ٍ٬ر٤جش
حُٔٔئ٤ُٝش ٖٓٝ ،ػْ ه ٍ٬ا١خٍ ٓٔئ٤ُٝش ٓؼ .ٖ٤كخُز٤جش طـَّ حُٔٔئ٤ُٝش
ك ٢أٗظٔش ح٧ىحء حُلَى٣ش ٝحُـٔخػ٤ش ٝحُظ٘ظ٤ٔ٤شٝ ،حٕ ا١خٍ حُٔٔئ٤ُٝش
ٖٔ٠٣ط٘ل ٌ٤حُظِحٓخص حُٔٔئ٤ُٝشٝ .ػٔٓٞخ ً كخٕ ر٤جش حُٔٔئ٤ُٝش ٢ٛحُ٢ٓٞ
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321 حٛ٩يحء
حٌُ ٌٖٔ٣ ١إٔ ط٘٘ؤ ك ٚ٤حُٔٔئ٤ُٝش ٝطِىٝ ،َٛطلي٣يح ،كخٕ ث١ئخ اٌّغإ١ٌٚخ
٢ٛحُظَف حٌُ٘٣ ١ؼَ ك ٚ٤ح٧كَحى حُؼخِٓٝ ٖ٤حُلَُم ٝحُٔ٘ظٔخص رخُلخكِ أٝ
حُيحكغ ػِ ٠ط٘ل٬ٛ ٌ٤ك٤خطٝ ْٜأىحء ػِٔٝ ْٜطلو٤ن حُ٘ظخثؾ حَُٔؿٞرشٖٓٝ .
ر ٖ٤حُٔظطِزخص حَُث٤ٔ٤ش ُِظلي٣ي حُ٘خؿق ُز٤جش حُٔٔئ٤ُٝش Klatt, et ( ٢ٛ
:)al,1997
• اٌم١بدح : Leadershipحٕ ر٤جش حُٔٔئ٤ُٝش ً ٢ٛحص ٛلش ط٘خُُ٤ش ٖٓ
ح٧ػِ ٠اُ ٠ح٧ىٗٝ .٠رٌُي طٌ ٕٞحُو٤خىس حُؼخَٓ ح ْٛ٧ك ٢حُز٤جش.
ٝحُٔوٜٞى رٔل ّٜٞحُو٤خىس ٞٛحٗ٩خٍس اُ ٠أ ١كَى أٓ ٝـٔٞػش طلظَ
ًَِٓ حُوَحٍ ٝحُ٬ٜك٤خص ُظٞؿ ٚ٤ػَٔ ح٥هٍَٝ ٖ٣هخرظ.ٚ
• اٌشفبف١خ : Transparencyكخُ٘لخك٤ش ٢ٛكخُش ٖٓ حٗ٫لظخف حٌُخَٓ،
ٝرٌُي ك ٢ٜطُؼظزَ ػ٘ َٜأٓخٓ ٢ؿيح ُز٘خء ر٤جش ٍ٘٤ٛش ُِٔٔئ٤ُٝش.
ٝرظؼز َ٤آهَ كخٕ حُ٘لخك٤ش طؼ٘ ٢رخٕ أٗ٘طش ح٧كَحى ح ٝحُٔـخٓ٤غ حٝ
حُٔ٘ظٔخص ٖٟٔػ٬هش حُٔٔئ٤ُٝش طظْ ٖٓ ى ٕٝأ٣ش ىٝحكغ هل٤شٝ ،حٕ ًَ
ٓؼِٓٞخص ح٧ىحء طًٌ ٕٞخِٓش ٖٓٝى ٕٝأٗ ١و ٚك ٢حُز٤خٗخص حٓ٧خٓ٤ش.
ٝطـيٍ حٗ٩خٍس اُ ٠إٔ حُز٤جش حُظ ٢طوِ ٖٓ ٞحُ٘لخك٤ش طٌ٤ِٓ ٕٞجش
رخٌٗ٩خ٫ص ٫ٝطظْٔ رظزخىٍ حُؼوش حُٔطِٞرش.
• إٌزبئظ : Consequencesكخُٔٔئ٤ُٝش ٫طًٌ ٕٞحص ٓؼ٘ ٖٓ ٠ى ٕٝإٔ
طظٔو ٞػٜ٘خ ٗظخثؾ ٓؼ٘٤ش ِٙ ٌٛٝ .حُ٘ظخثؾ ٌٖٔ٣إٔ طٌ ٕٞح٣ـخر٤ش
(ًخٌُٔخكجخص) حِٓ ٝز٤ش (ًخُؼوٞرخص)ٜٔٓٝ ،خ طٌٖ ٍٞٛس حُ٘ظخثؾ ،كبٜٗخ
طُؼي ػخَٓ ٓٔخػي ٗل ٞط٘ل ٌ٤حُ٬ٜك٤خص ٝحُٔٔئ٤ُٝخص ٝطلٔ ٖ٤ح٧ىحء.
• اٌزجبدٌ١خ : Reciprocationك٤غ إ حُٔٔئ٤ُٝش حُٔظزخىُش طئٖٓ ٣َ١ن
ً ٝحطـخ ٖٟٔ ٖ٤ٛػ٬هخص ٝحٍطزخ١خص حُٔٔئ٤ُٝشٝ ،رٌُي ك ٢ٜطٖٔ٠
ؿخٗذ حُؼيحُش ٝطؼُِ ٖٓ ُػ٘ ١َٜحُ٘لخك٤ش ٝحُٟٞٞفٝ .رٔٞؿذ ٓلّٜٞ
حُٔٔئ٤ُٝش حُٔظزخىُش ،طٌ ٕٞؿٜش حُوَحٍ ٓٔئُٝش ػٖ طٞك َ٤ؿخٗذ حٌُلخ٣ش
ٖٓ ك٤غ حُظٞؿٜ٤خص ٝحٍٗ٩خىحص ٝحُٔٞحٍى ،ك ٬٠ػٖ اُحُش ًَ ٓخ
٣ؼ٤ن ٖٓ َٓٔ٤س ح٧ىحءٝ .رخُٔوخرَ طٌ ٕٞحُـٜش حُٔ٘لٌس ٓٔئُٝش ػٖ
حُو٤خّ رٌَ ٓخ ٣ظَطذ ػِٜ٤خ ٖٓ ٓٔئ٤ُٝخص طٔ٘لٜخ ا٣خٛخ ؿٜش حُوَحٍ.
ٝكٟٞ ٢ء ٌٙٛحُؼ٬هش ،طًٌِ ٕٞظخ حُـٜظٔٓ ٖ٤ئُٝش حُٞحكيس أٓخّ
ح٧هٌَٛ .ٟح ٝحٕ حُـخٗذ حَُثُِٔٔ ٢ٔ٤ئ٤ُٝش حُٔظزخىُش ٌٖٔ٣ك٢
اىهخٍ ح٩ىحٍس حُؼِ٤خ ٓ ٖٟٔؼخىُش حُٔٔئ٤ُٝش ،رل٤غ طٌ٘ٓ ٕٞخٍى
ٍث ٖٟٔ ٢ٔ٤ا١خٍ حُٔٔئ٤ُٝش ٖٓ ه ٍ٬حٓظـخرظٜخ ُٔخ ٣طِز ٚأػ٠خء
حُٔ٘ظٔش كٓ ٍٞخ ٣َ٣ي ٕٝططٝ َٙ٣ٞحُ ٠أ ١ؿٜش ٓٝئٓ ٟخٔٛظ.ْٜ
• اٌٛػٛػ : Clarityكخُٟٞٞف ٞٛحكي حُؼ٘خ َٛحٓ٧خٓ٤ش حُظٗ ٖٓ ٢ؤٜٗخ
حُظؼِٝ ٖٓ ِ٣حهغ حُٔٔئ٤ُٝش .كٖٔ حؿَ إٔ ٣و ّٞح٧كَحى أ ٝحُٔـخٓ٤غ
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323 حٛ٩يحء
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حٛ٩يحء 324
.4منح الصالحيات.
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325 حٛ٩يحء
.7حُظ٘ـ٤غ ٝحُظٌَ.ْ٣
أىٝحص طلي٣ي حُٔٔئ٤ُٝش
ٌٖٔ٣ ٫طلو٤ن حُٔٔئ٤ُٝش ػٖ ح٧ىحء ٖٓ ى ٕٝحٓظويحّ أىٝحص
حُٔٔئ٤ُٝش حُظخُ٤ش (: )Connors,et al,1994
اٌخطؾ االعزشار١غ١خ : Strategic Plansكخُظوط ٢٤حٓ٫ظَحط٤ـٞٛ ٢
ػِٔ٤ش ٜٓٔش طيكغ رخُٔ٘ظٔخص اُٛ ٠ذ طلٌَٛ٤خ ك ٍٞحٛ٧يحف حُظ٢
٣ـذ إٔ ط٠ؼٜخ ٖٓ حؿ َِ ط٘لٍٓ ٌ٤خُظٜخ ٓٝخ ٢ٛح٫طـخٛخص حُظ٣ ٢ـذ
إٔ ط٘طِن رٜخ ٗل ٞطلو٤ن طِي حٛ٧يحف .كخُظوط ٢٤حٓ٫ظَحط٤ـ ،٢إً،
٣ؼي حٓ٧خّ ٌَُ أٗ٘طش حُظوطٝ ٢٤حُٔٞحُٗش ٝحُظ٘لٝ ٌ٤حَُهخرش ٝحُظوْ٤٤
ٖٓ هزَ حُٔ٘ظٔشٝ .حٕ كٞحثي حُظوط ٢٤حٓ٫ظَحط٤ـ ٢ٛ ٢ر٘خء كخُش
حُظٞحكن ٝح٩ؿٔخع ك ٍٞأٛيحف حُٔ٘ظٔش ٝؿخ٣خطٜخ ٝأٓزو٤خطٜخ؛ ٝطٞكَ٤
حٓ٧خّ ُؼِٔ٤خص ط٣ُٞغ حُٔٞحٍى ٝحُظوط ٢٤حُظ٘ـ٢ِ٤؛ ٝطلي٣ي حُوط١ٞ
حٓ٧خٓ٤ش َُهخرش حُ٘ظخثؾٝ ،حُٔٔخػيس ك ٢طو ْ٤٤ح٧ىحء حُظ٘ظ.٢ٔ٤
ئرفبل١بد األداء
: Performance Agreementsكخُـخ٣ش ٖٓ حطلخه٤خص ح٧ىحء ٢ٛطٞك َ٤اؿَحء
ُ
ك٤غ إٔ ٌٙٛح٫طلخه٤خص طز ٖ٤حُظٞهؼخص ٌَُ ػِٔٓ ٢ؼُ ٖ٤و٤خّ ح٧ىحء.
َ١ف ٖٓ حَ١٧حف حُٔٞهؼش ػِٜ٤خ ،ك ً٬٠ػٖ أٜٗخ طٔخػي ك ٢طلٖٔ٤
حُظٞحٓ َٛغ حُؼٔ٬ء ٝحُٔظؼخِٓٝ ،ٖ٤طُٞي كخُش حُ٘لخك٤ش ك ٢ػَٔ حُلَى أٝ
حُٔ٘ظٔش.
خطؾ األداء : Performance Plansطئًي هط ٢ح٧ىحء ػِ ٠حُظِحٓخص
حُٔ٘ظٔش رظلو٤ن حُ٘ظخثؾ حُٔطِٞرش اُحء ؿخ٣خص ٝأٛيحف حُوطش
حٓ٫ظَحط٤ـ٤ش ُِٔ٘ظٔش رخُ٘ٔزش ُِٔٞحٍى حُٔطِٞرش ك ٢حُِٔ٤حٗ٤شٝ .طـيٍ
حٗ٩خٍس اُ ٠إٔ هط ٢ح٧ىحء طٔظويّ ُٟٞغ حطلخه٤خص ح٧ىحء ٝحُٔوخٍٗش
ٓغ حُ٘ظخثؾ حُلؼِ٤ش ُ٨ىحء.
رمبس٠ش اٌّغإ١ٌٚخ : Accountability Reportsكظوخٍ َ٣حُٔٔئ٤ُٝش،
حُظ ٢طَ٘٘ ٓ٘٣ٞخ ،ط٘ظَٔ ػِٓ ٠لَىحص حُزَٗخٓؾ ٝحُٔؼِٓٞخص حُٔخُ٤ش،
ٓؼِٔخ ٢ٛحُلخٍ رخُ٘ٔزش اُ ٠حُوٞحثْ حُٔخُ٤ش حُظ ٢طْ طيه٤وٜخ ًٌُٝي
ٓوخ ْ٤٣ح٧ىحء حُظ ٢طؼٌْ ح٧ىحء ك ٢طِز٤ش حُـخ٣خص حُٔ٘ظٔ٤ش حَُث٤ٔ٤ش.
copyright law.
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يحءٛ٩ح 330
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copyright law.
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يحءٛ٩ح 332
اٌّشاعغ اٌّغزخذِخ
:ش٤حُؼَر
ٍ ىح: ٕ ػٔخ،" خ١غ١بد اإلداسح االعزشار١ "أعبع،ي٤ي ٓؼ٣ ٓئ،ُْ حُٔخ.1
.)2005( ،ٍٕى٧ ح،غ٣ُٞحُظٝ َُِ٘٘ َحثٝ
١ٍُٝخ٤ُ ىحٍ ح:ٕ ػٔخ،"خ١غ١ " اإلداسح االعزشار، ٓؼي ؿخُذ،ٖ٤ٓخ٣ .2
.)1998( ،ٍٕى٧ ح،َُ٘٘حٝ غ٣ُٞش ُِظ٤ِٔحُؼ
:ش٤ؿ٘ز٧ح
ee. Alstete, Jeffrey, "Benchmarking in Higher Education:
Adapting Best Practices to Improve Quality", Ashe-Eric
Higher Education Report, Vol.95-5, (1995).
ff. Artley, Will, "Establishing Accountability for
Performance" In "The Performance-Based Management
Handbook: A Six-Volume Compilation of Techniques and
Tools for Implementation the Government Performance and
Results Act of 1993 (GPRA)", Volume Three, (2001).
gg. Auditor General of Alberta, Canada, "Government
Accountability", (1997).
hh. Brown, D. M. & Laverick, S., “Measuring Corporate
Performance”, Long Range Planning, 27(4), (1994).
ii. Camp, Robert, "Benchmarking: The Search for Industry
Best Practices That Lead to Superior Performance",
Center for Advanced Purchasing Studies (CAPS), (1989).
jj. Certo, S., & peter, P., "The Strategic Management Process"
3rd. ed., Irwin pub., (1995).
kk. Chakravarthy, B., "Measuring Strategic Performance",
Strategic Management Journal, 7, (1986).
ll. Charan, Ram, "How to Strengthen Your Strategy Review
Process", The Journal of Business Strategy, 2(3), winter
(1982).
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