Στρατηγική της Σύγχρονης Επιχείρησης
DESCRIPTION
Στρατηγική ΕπιχειρήσεωνTRANSCRIPT
-
.
,
/
2006
-
. : , , , , : , . , . , . , . 1 . 2 . 3 , PEST-DG M. Porter, . 4, , , , : , , , , (SWOT ANALYSIS) . : , , . , ICAP 2004. , , .
-
......................................................................................................................................... ......................................................................................................................... ............................................................................................................ 1-.......................................................................................................................1 & 1 ......................................................................................5 2- ..............................6
2.1. ..........................................................6
2.1.1. .............................................................6 2.1.1.1. ........................................................................................6 2.1.1.2. .....................................................................................................8 2.1.1.3. .......................................................................................................9 2.1.1.4. .................................................................................................10 2.1.1.5. ................................................................................................11 2.1.1.6. ....................................................................................................11 2.1.1.7. ................................................................................................................13 2.1.2 .............................................................14 2.1.2.1. ...........................................................................14 2.1.2.2. .......................................................................17 2.1.2.3. ..............................................................................19 2.1.2.4. .........................................................20 2.1.2.5. ..................................................22 2.1.2.6. ................................................................................................25 2.1.2.7. Porter..............................................................................25 2.1.2.8. ................................................................................................................26 2.2. ........................................................27 2.2.1. ................................................................................................................................27 2.2.2. .............................................................................29 2.2.3. ..............................................31 2.2.4. ....................................................33 2.3. , , , (SWOT ANALYSIS) ..................35 2.4. .......................................................................................................................36 & 2 .......37 2 ..................................................................................................38 3 - ................39
3.1. .....................................................................................39
3.1.1. ...................................................................................................................................39 3.1.2. .................................................................................................................41 3.1.3. 19 20 ....................................................................................42 3.1.4. .......................................................46 3.1.5. ..........................................................................................................48 3.1.6. ..............................................................................................51 3.1.7. ................................................................................54 3.2. - ................................................................................................................56 3.2.1. .................................................................................................56
-
3.2.2. ..........................................................................................................58 3.2.3. ............................................................................................................59 3.2.4. ........................................................................................................60 3.2.5. .......................................................................................................61 3.2.6. ...........................................................................................................62 3.3. ................................................................................................................64 3.3.1. ..................................................................................64 3.3.2. ..............................................................................65 3.3.3. .....................................................................................67 3.3.4. ...................................................................69 3.3.5. .........................................................71 3.3.6. .......................................................................................................72 & 3 .....................................................................................75 4 - , , ..............................................................................................................................................76 4.1. ...................................................................................76 4.1.1. ....................................................................................................................76 4.1.2. ..................................................................................................................77 4.1,3, ..............................................................................................................77 4.1.4. ......................................................................................................78 4.1.5. ....................................................................................................79 4.1.6. ..........................................................................................................81 4.1.7. .........................................................................83 4.2. , ..................................................85 4.2.1. ...............................................................................................................................85 4.2.2. ....................................................................................................................................86 4.2.3. 2006.................................................................................................................86 4.2.4. .....................................................................................................................................86 4.3. ...........................87 4.3.1. ................................................................................................................................87 4.3.2. .....................................................................................87 4.3.3. ..........................................................................89 4.3.4. ..........................................................................................................92 4.3.5. ........................................................................................96 4.4. , , (SWOT ANALYSIS) ........................................................................................97 4.5. ........................................................102 & 4 ...................................................................................103 .................................................................................................104 ....................................................................................................................106
-
I
, . . , . . , , , .
-
II
3.1. ...............................................................50 3.2. (1998-2002)...............................................51 3.3. (1998-2002)...................52 3.4. 15 (1998-2002)......................................................54 3.5. (2002)......................................................................................55
-
III
2.1. - .12 2.2. ...............................24 2.3. .............................................................................33 3.1. ..................................63 3.2. Porter ................................74 4.1. ............................................................................................................................................84
-
1 -
1
1
20
,
.
,
,
.
,
,
, , .
,
,
.
;
. :
,
, Alfred Chandler (1).
,
,
, Andrews (2).
-
1 -
2
,
, , ,
Igor Ansoff (3).
, Hofer
Schendel (4).
, M. Porter, Harvard
,
(1996)
: ,
, (5).
,
.
,
,
.
.
.
/
, , , ,
. ,
PEST-DG ( Political, Economic, Social,
-
1 -
3
Technological, Demographic, Global),
. ,
,
.
, Porter.
: ,
, ,
,
.
.
. , , , ,
.
.
,
.
,
,
.
; Grant,
(
-
1 -
4
),
(6).
. ,
.
, , , .
, , M.
Porter (cost leadership),
,
.
,
( )
.
-
1 -
5
& 1
1. Chandler, A. Strategy and Structure: Chapters in the History of the American
Industrial Enterprise, MA: MIT Press, 1962, p. 13
2. Andrews, K. The Concept of Corporate Strategy, Homewood, IL: Irwin, 1971
3. Ansoff, I. Corporate Strategy, London Penguin, 1985
4. Hofer, C.W. and D. Schendel, Strategy Formulation: Analytical Concepts, West,
1978
5. Porter M., What is Strategy, Harvard Business Review, (1996), November
December
6. Grant R.M., Contemporary Strategy Analysis: Concepts, Techniques Applications,
Blackwell Business, 1998, third Edition.
7. ( .
), 2002
8. , . , , . ,
, 1999
9. Concepts in Strategic Management and Business Policy, Ninth Edition, Thomas L.
Wheelen, J. David Hunger , New Jersey 2004
10. : , 4 ,
, . , . , 2002
11. , . , 1995
-
2 -
6
2
2.1.
2.1.1.
,
, ,
.
, PEST
DG, ,
, , .
,
.
, ,
:
2.1.1.1. ,
, .
,
.
3414/2005,
-
2 -
7
,
.
.
,
,
.
,
.
,
, ,
.
,
(, ,
, , ...., )
.
. ,
. ,
, ,
.
, .
-
2 -
8
..
2.1.1.2.
.
,
, ,
, , , ,
, .. ,
.
.
()
. ,
,
,
.
.
2.1.1.3.
-
2 -
9
, , ,
, , ,
.
.
. ,
21
, ,
,
on line
.
The Mall Athens ,
. The Mall Athens
200 , ,
. , ,
.
all in The Mall
.
2.1.1.4.
-
2 -
10
, ,
.
.
. ,
.
,
. , ,
SAP R3,
, ,
.
2.1.1.5.
-
2 -
11
,
.
,
. ,
.
Disneyland
,
.
, .
, -
.
2.1.1.6.
.
.
, , ,
...
.
2.1.
-
2 -
12
& , , ,
, , ,
, ,
, , , , ,
,
& , ,
, ,
, ,
2.1.1.7.
-
2 -
13
,
, , , ,
,
.
-.
,
..,
.
,
,
.
2.1.2.
-
2 -
14
.
,
. ,
, .
,
.
2.1.2.1.
,
.
/
.
.
, ,
-
- .
,
.
, ,
,
,
-
2 -
15
.
,
.
.
1. .
.
. 2. .
, ,
.
( ).
1975
,
.
.
85%.
.
.
-
2 -
16
,
. ,
,
. . ,
,
,
.
,
.
.
. .
,
.
. ,
.
.
.
,
.
2.1.2.2. , , ,
,
-
2 -
17
.
.
,
,
, .
,
.
:
.
.
()
(). ,
. ,
.
.
, . ,
.
.
.
.
-
2 -
18
.
.
.
,
.
.
.
,
, .
,
.
2.1.2.3.
-
2 -
19
.
,
.
.
.
.
. ,
,
.
.
, .
,
, ,
.
,
.
2.1.2.4. ,
,
. ,
-
2 -
20
,
.
,
:
.
.
, ,
. ,
.
,
,
,
.
.
, ,
,
,
, .. , ,
, ,
.
,
.
.
-
2 -
21
.
. ,
,
.
,
.
.
.
.
.
.
.
.
. ,
() .
.
.
,
.
.
2.1.2.5.
-
2 -
22
. .
:
.
. ,
,
.
. ,
,
.
.
,
. ,
.
.
.
.
.
,
,
.
.
,
,
.
-
2 -
23
.
.
,
.
.
.
2.2.
-
2 -
24
( Porter)
2.1.2.6.
Porter,
. .
, , , ,
, ..
, ,
, , , ..
-
2 -
25
. ,
DVD DVD players, . ,
.
2.1.2.7. Porter Porter
.
.
,
.
, ,
.
. Porter
. ,
, ,
. ,
,
( 100%
)
.
, Porter
.
,
-
2 -
26
,
.
Porter,
.
, ,
,
.
, ,
.
.
2.1.2.8. , ,
Porter 1980
. Porter
.
2.2. 2.2.1. , ,
,
-
2 -
27
,
(M. Porter).
,
, ,
, ..
. ,
,
.
.
: , ,
, ,
, ,
, ...
,
:
,
,
, ,
,
, ,
, ,
.
-
2 -
28
.
,
, .
, ,
.
.
.
, , ,
.
2.2.2.
.
,
.
.
-
2 -
29
,
.
, .
( ).
, ,
, , . ,
.
, , ..
,
,
, , , .
, ,
. ,
.
, Barney (VRIO
FRAMEWORK ANALYSIS Barney) :
,
,
.
-
2 -
30
.
. ,
,
.
.
.
.
,
,
, ,
. , ,
,
,
,
.
,
, ,
Hamel Prahalad :
, (13)..
-
2 -
31
2.2.3.
,
.
,
, ,
. ,
.
. ,
.
M. Porter:
) ,
, ,
, , ,
, ,
) ,
, ,
.
,
, .
-
2 -
32
,
,
,
.
,
.
,
.
.
.
2.3.
Marketing
-
2 -
33
2.2.4. ,
.
. , ,
,
(Benchmarking) (Outsourcing).
(Benchmarking)
Outsourcing .
,
,
.
, ,
,
,
.
,
.
,
.
-
2 -
34
.
.
2.3. , , , (SWOT ANALYSIS)
SWOT,
,
,
. ,
.
-
2 -
35
SWOT
, ,
.
, SWOT
.
.
, ,
,
.
.
,
.
. .
,
SWOT ,
. , , ,
, .
2.4. ,
,
,
, SWOT .
-
2 -
36
,
. SWOT
,
.
,
,
.
-
2 -
37
& 2
1. ( .
) , 2002
2. , . , , . ,
, 1999
3. Concepts in Strategic Management and Business Policy, Ninth Edition, Thomas L.
Wheelen, J. David Hunger, New Jersey 2004
4. : , 4 ,
, . , . , 2002
5. , . , 1995
6. What is Strategy? By Michael E. Porter, Harvard Business Review, November-
December 1996
7. Clusters and the new Economics of competition, By Michael E. Porter, Harvard
Business Review, November-December 1998
8. : , , 22-23 2005
9. ,
, 25/5/2005
10. & ,
Internet & Value Added Services, , 25 2005
11. Internet . Internet &
Value Added Services, , 25 2005
12. ,
..... , , 15
2004
13. Hamel G., The Concept of Core Competence, in Hamel G. and A. Heene, (eds.),
Competence Based Competition, John Wiley and Sons, 1994
-
2 -
38
2
1. www.ab.gr
2. www.themallathens.gr
3. www.ellinikagrammata.gr
4. www.google.com
-
3 - -
5 M. PORTER
39
3
- -
-
3.1.
3.1.1. ,
:
, , ,
.
,
. ,
.
,
.
. , ,
.
.
(
-
3 - -
5 M. PORTER
40
, -, ,
).
(). ()
, .
( ) verso (
) recto.
. , ,
, .
. , , (
). ,
, , ,
. , ,
.
, , copyright ( c ),
ISBN.
,
, , .
, 2557/1997, 3, CD-
ROM .
-
3 - -
5 M. PORTER
41
3.1.2. 15 .
.
1499
.
19 .
.
,
. 1700
, , , ,
, .
18
( , , , ,
, ). 18
,
19 .
, ,
.
,
, , , , , .
50 , 216
.
,
1828, .
, , ,
, ,
-
3 - -
5 M. PORTER
42
. ,
20 1837-1838,
().
, ,
1833 .
11 1834-1838 30 .
1838
. 1864
. 1839-1877 ,
.
3.1.3. 19 20
,
(1834 1884) ,
.
1908, .. .
,
, .
(1866 1936)
.
, .
1885
.
,
. . & , .
-
3 - -
5 M. PORTER
43
1896.
.
(1928) .
1895
. 1930
.
1877
.
, 25.000 . ,
,
.
(
) 1926.
.
1926
.
16- .
, 1927
.
().
, . & 1923
, . 1938
-
3 - -
5 M. PORTER
44
.
, ,
. 1945 .
1936
,
. 450
. 1975 . ,
,
,
. , 69-
-- (1981-1994),
. 1970
( 2.650 6 .
10 ).
1943 ,
. ,
300 .
,
.
1954 .
,
.
1956 ,
. 1970
, ,
, .
-
3 - -
5 M. PORTER
45
, 1957
.
( ),
, Liddel-Scott
. ,
, .
1962. ,
.
1968. 1969
.
.
1963
. 1967
1974.
1969
.
, .
Gutenberg 1964
.
() 70 .
, 1961
(),
-
3 - -
5 M. PORTER
46
. 1982
() (). , 1994
(),
. 1995.
3.1.4.
.
.
.
,
, 2000 792 (85,4%
). ,
337,7.. 75 ( 8,1%)
37,4..
. ,
4,5% ,
19%,
, .
,
.
,
. .
,
-
3 - -
5 M. PORTER
47
3.000 ,
1.000 1.500 .
,
.
,
.
, ,
. ,
, .
,
.
,
, . ,
, ,
.
,
.
.
,
.
. ,
, .
-
3 - -
5 M. PORTER
48
.
, multimedia cd rom
,
.
3.1.5.
: , .
.
,
, ,
.
,
, , .
,
.
, ,
.
.
offset, .
,
(
).
-
3 - -
5 M. PORTER
49
,
.
.
.
,
.
,
.
,
offset .
.
,
.
,
.
,
.
,
. ,
.
. ,
,
.
,
, (..
).
-
3 - -
5 M. PORTER
50
,
, ,
.
.
. 3.1.
. ,
,
.
3.1.
20% - 23% 30% - 35% &
26% - 29%
=20% : ICAP
,
, ,
.
,
. ,
(.. ,
, , ),
, .
-
3 - -
5 M. PORTER
51
,
.
3.1.6. : , ,
, , , , ,
, .
2002 ( 3.2.),
1998-2002 ,
, 39,5%
2002. ,
18,1% 9,1%.
3.2. (1998-2002)
1998 1999 2000 2001 2002
211 3,7% 279 4,4% 320 4,6% 297 4,5% 272 4,1%
263 4,5% 290 4,6% 347 4,9% 282 4,2% 290 4,4%
237 4,1% 227 3,6% 258 3,7% 204 3,1% 234 3,5%
887 15,4% 1.048 16,5% 1.129 16,1% 1.150 17,4% 1.194 18,1%
245 4,2% 326 5,1% 434 6,2% 378 5,7% 265 4,0%
328 5,7% 415 6,6% 363 5,2% 375 5,7% 361 5,5%
378 6,5% 404 6,4% 446 6,3% 441 6,7% 454 6,9%
412 7,1% 464 7,3% 390 5,5% 391 5,9% 324 4,9%
2.332 40,4% 2.397 37,9% 2.835 40,3% 2.618 39,6% 2.605 39,5%
483 8,4% 481 7,6% 508 7,3% 480 7,2% 597 9,1%
5.776 100% 6.331 100% 7.030 100% 6.616 100% 6.596 100%
-
3 - -
5 M. PORTER
52
,
:
,
,
, 37,24 31,02 2002 ( 3.3.).
2002/2001, 952 970 713 808
.
3.3.
(1998-2002) 1998 1999 2000 2001 2002 %
2002 617 637 761 713 808 31,02 ,
301 307 365 364 251 9,64
275 250 253 297 293 11,25
69 47 51 43 49 1,88
91 93 94 79 77 2,96
850 965 1.161 952 970 37,24 ,
102 52 65 70 84 3,22
-
3 - -
5 M. PORTER
53
27 46 85 100 73 2,80 2.332 2.397 2.835 2.618 2.605 100,00
2001-2002
( 43 49)
, ( 70 84).
, ,
, 840
694 .
,
, ..
,
,
1998-2001. ,
,
,
.
, 64,8% 2002
35,2% .
2001
1998-2000, 54%-55%
.
-
3 - -
5 M. PORTER
54
3.1.7.
( 3.4.)
15
1998-2002. , ,
.
3.4.
15 (1998-2002)
1998 1999 2000 2001 2002
363 460 468 407 324 2.022
149 229 533 311 291 1.513
116 100 108 174 197 695 257 267 280 259 192 1.255
65 67 64 128 179 503
27 33 70 95 179 404 .
123 145 162 144 168 742
. .
136 131 142 174 156 739
Modern Times 203 338 388 318 148 1.395 144 157 143 103 142 689
University Studio Press
70 74 98 98 93 433
67 98 83 57 92 397 Express
Publishing 44 45 75 70 89 323
-
3 - -
5 M. PORTER
55
. & .
84 110 91 85 88 458
66 59 96 97 84 402 3.862 4.018 4.299 4.096 4.174 20.379 5.776 6.331 7.030 6.616 6.596 32.349
: 36,7%
2002 38,1% 2001.
2002 , 324
( )
291 197 .
, .
32,3 .
1998 2002. 15 37%
.
, , Modern Times .
, , 39
40 ( ) 2002,
56% .
( 3.5.)
2002.
3.5. (2002)
1. Group 5,2%
2. 5,1% 3. 3,7%
4. . 3,4% 5. 2,5%
6. . AEBE 2,5%
-
3 - -
5 M. PORTER
56
7. Express Publishing 2,2% 8. 2,1%
9. 1,9% : ICAP
Group ,
5,2% 5,1% 2002.
3,7% ,
. 3,4%
.
28,6% 2002.
3.2. -
3.2.1.
,
. ,
.
.
. ,
,
, ....,
.
.
-
3 - -
5 M. PORTER
57
, 2557/1997
, 2121/1993
2435/1996 ,
, 1642/1986 3336/2004
(...),
. :
2557/1997
,
.
,
.
2121/1993 2435/1996
. , ,
,
( )
( ).
.
1642/1986, 10/1/1994
3336/2004 ,
8% , 4%
4,5%. , ,
(, .)
,
4,5%. ,
(.. , ) 19%
-
3 - -
5 M. PORTER
58
.1137/2003
31.12.2003 ,
,
.
.
,
.
3.2.2. , ,
,
.
, ,
,
. , ,
.
,
1995 2003,
5,2%.
.
,
.
.
,
.
-
3 - -
5 M. PORTER
59
,
.
3.2.3. ,
,
.
.
.
Eurostat, 2001 15
..,
12 . 16.200 ,
15 .
,
, ..
(67%), (58%), (54%)
(53%). , , ,
25%.
,
(72%), (66%) (63%).
-
3 - -
5 M. PORTER
60
, 8
12 52% 46%
. (22%),
(21%) (15%).
, ,
2001
8 ,
.
3.2.4.
.
,
,
.
Amazon.com
.
.
,
(.. , , Toner)
just in time , .
,
,
(cd-rom),
.
-
3 - -
5 M. PORTER
61
on line
.
,
.
3.2.5.
. , 15 24
,
.
,
,
.
2001
7% (762.191
),
.
, , , Eurostat
2001, ..
. , 43%,
-
3 - -
5 M. PORTER
62
28%.
.
,
,
,
.
3.2.6.
.
10-15%
. ,
on-line
Amazon.com Barnes & Noble. ,
. ,
( ) nternet
.
on line
.
,
,
-
3 - -
5 M. PORTER
63
, , ,
.
.
,
, .
.
, 21
,
.
3.1.
, , 2557/1997 - 2121/1993 - 2435/1996
& , 1642/1986 3336/2004 4,5%
, , ,
,
, ,
15-24
-
3 - -
5 M. PORTER
64
, , & , ERP , ,
On line ,
& , , ,
- ,
, On line
3.3. -
3.3.1.
,
, .
:
, ,
.
( , , ,
, , ,
, , )
. ,
..
.
-
3 - -
5 M. PORTER
65
.
.
.
, 15
..
12 ,
Eurostat
2001. ,
.
.
(
) 29%
(
Umberto Eco).
,
,
. . ,
,
.
3.3.2. ,
,
.
-
3 - -
5 M. PORTER
66
.
.
.
, ,
. :
.
..
.. .
. ,
, , ,
. ,
,
,
.
.
.
,
.
, ( )
.
, ,
() ,
. , (..
-
3 - -
5 M. PORTER
67
)
.
, ,
.
,
. ,
,
,
. ,
.
70%
30%.
3.3.3. ,
.
. ,
, ,
24 35 ,
45 .
-
3 - -
5 M. PORTER
68
, ,
, ,
, .
multimedia cd-rom.
,
.
, ,
,
,
.
(cd-rom),
.
, ,
,
.
, ,
.
Google Inc,
www.google.com ,
.
()
,
o .
-
3 - -
5 M. PORTER
69
3.3.4.
,
.
,
. ,
,
.
(
,
).
, :
-
3 - -
5 M. PORTER
70
,
,
.
,
. ,
.
.
.
. ,
,
,
. ,
.
.
-
3 - -
5 M. PORTER
71
, ,
, -, , .
.
.
,
.
,
.
3.3.5. 2000 927
.
379,6 .
. ,
, 2000
792 (85,4% ).
337,7 .
75 ( 8,1%), 37,4 . .
,
,
.
-
3 - -
5 M. PORTER
72
,
.
.
, .
. ,
.
,
.
(,
, )
.
,
cd rom dvd rom.
.
.
,
.
, .
,
- .
-
3 - -
5 M. PORTER
73
3.3.6. ,
, , ,
, ..
,
,
. ,
.
,
. ,
.
, :
2557/1997
2121/1993, 2435/1996 ,
1642/1986 (...)
-
3 - -
5 M. PORTER
74
1137/2003
, ,
,
, ,
.
,
. ,
1998 2002 45,83%,
9,25% 8,94%.
.
Porter ,
, .
3.2.
-
3 - -
5 M. PORTER
75
Porter
& 3
1. ( .
) , 2002
2. Concepts in Strategic Management and Business Policy, Ninth Edition, Thomas L.
Wheelen, J. David Hunger, New Jersey 2004
:
, ,
, , ..
-
3 - -
5 M. PORTER
76
3. : , 4 ,
, . , . , 2002
4. , . , 1995
5. What is Strategy? By Michael E. Porter, Harvard Business Review, November-
December 1996
6. Clusters and the New Economics of Competition, By Michael E. Porter, Harvard
Business Review, November December 1998
7. Clusters and the new Economics of competition, By Michael E. Porter, Harvard
Business Review, November-December 1998
8. ICAP ,
2004
,
(1499-1999)
9. , . 96/ 20-4-2005
3414/2005 279// 10.11.2005
-
4 - - ,
77
4
,
41.
4.1.1.
, ,
. 59, 1957 .
( ),
,
Liddel-Scott
.
1984
1992 ,
.
,
,
.
31/12/2003 16.017.150 .
.. 1999.
-
4 - - ,
78
.
DISNEY, WARNER, HARPER COLLINS, DORLING
KINDERSLEY, LAROUSSE, HACHETTE .
4.1.2.
51%
49%
4.1.3.
,
,
,
,
,
-
4 - - ,
79
4.1.4.
,
, , , ,
.
.
. : Daniel Goleman, ,
& .
: - Albert Camus , Gould Stephen Jay,
, ,
..
, ,
.
; .
.
. : , ,
, Trainspotting
Welsh Irvine, Lawhead Stephen, .
,
-
4 - - ,
80
. .
, Life-style ,
. Humphreys Andrew
.
.
.
.
4.1.5.
.
, ,
. ,
. , , -
.
-
4 - - ,
81
,
.
, .
,
,
. ,
.
,
,
. ,
,
.
, ,
,
.
,
.
-
4 - - ,
82
4.1.6.
:
MODERN TIMES
..
..
..
IMAKO MEDIA A.E.
..
.
. ..
. & ..
, . ., ..
16.017.150,00 31/12/2003.
31/12/2003 ..
9.515.798,00 , .. 11.795.508,00 ,
.. 11.795.508,00 , ....
20.143.012,00 , .. 51.678.288,00 .
,
.
-
4 - - ,
83
..
CD-Rom
.
.
, ,
,
.
.
.
,
.
, ,
.. 2002 ( 3.5. ,
.55) 3,7%
3,4%, .
, (, ),
.
.
-
4 - - ,
84
4.1.7.
, , ,
. ,
, ,
, , ,
, , ,
internet ,
.
,
..
4.1.
-
4 - - ,
85
4.2. ,
-
4 - - ,
86
4.2.1. ,
,
,
.
,
,
, ,
, , , life style,
.
.
Adam Smith .
,
, ,
, .
,
,
.
4.2.2.
-
4 - - ,
87
.
. ,
, 4
.
.
4.2.3. 2006
50
45
20
92
22 lifestyle
4.2.4.
: , ,
, , life style,
, long
sellers best sellers
.. Disney,
Warner
brand awareness
-
4 - - ,
88
,
4.3.
4.3.1. ,
:
/ (corporate level strategy)
(business or competitive strategy)
(functional strategy)
.
4.3.2.
,
,
,
.
Hitt, Ireland Hoskisson (2001):
-
4 - - ,
89
,
(1).
: ,
, / .
,
(corporate) , .
.
.
,
(caution strategy),
. , CD-ROM
.
,
. ,
.
4.3.3.
-
4 - - ,
90
M. Porter
(2).
: ,
( ).
.
(business) ,
. ;
:
,
, ,
,
.
,
,
.
.
-
4 - - ,
91
(.. Bonus, premiums),
, super market .
.
,
.
,
, ,
,
, ,
.
.
2001
.
Booker 2003 DBC Pierre ,
.
Booker 2001
.
Pulitzer 2000
.
2002 2003
.
2003
Gourmand World Cookbook Awards 2003
-
4 - - ,
92
Engin Akin - .
.
2004
.
2003 .
2003 -
.
2001
2001
.
2001
(: ).
2001
.
1999
.
2002
(: ).
2001
(:
).
1999
.
Pier Paolo Vergerio
, 1987
-
4 - - ,
93
(:
).
4.3.4. (Functional Level Strategy)
, .
,
, ,
.
120 .
:
M. Porter
. 35
.
just in time
.
-
4 - - ,
94
12
.
.
.
12
.
.
,
.
6
.
, , .
,
, ,
. ,
. 2003
728,7 . 892 .
-
4 - - ,
95
, 812,8 . 819,2 .
.
18
. 1.200
,
, ,
.
,
.
,
, ,
. ,
10%
.
M. Porter
5 ,
.
.
5% 20%
. ,
.
-
4 - - ,
96
,
.
,
,
. ,
,
.
6
.
.
,
.
.
4.3.5.
:
-
4 - - ,
97
,
. , Peter Karry,
, Nickolas Sparks.
, .
.
,
,
.
Disney
Warner.
. 10 .
LIFE STYLE
.
4.4. , , ,
(SWOT ANALYSIS)
-
4 - - ,
98
. ,
,
,
.
.
, on line
.
. , on-line
:
www.shop21.gr
www.papasotiriou.gr
www.protoporia.gr
www.ianos.gr/default.asp
www.leaderbooks.com
. ,
( 10,6% 2001 19,9% 2003,
),
on line
.
,
CD ROM ,
-
4 - - ,
99
.
,
, ..
,
.
, ,
... ,
.
, .
,
.
,
.
,
.
.
,
-
4 - - ,
100
.
,
, .
, ,
, .
,
.
,
, . ,
, ,
.
,
.
.
, ,
, multimedia cd rom
.
( 51% )
.
-
4 - - ,
101
.
.
,
.
, ,
.
. ,
,
. ,
2005
2003.
,
,
. , 2004 35
128
. 2%
.
,
, , Goleman Daniel ,
.
-
4 - - ,
102
,
. , ,
media,
,
.
,
.
,
.
4.5.
,
:
-
4 - - ,
103
,
. ,
, . management
.
,
, , ,
( ).
,
...
.
.
& 4
1. Hitt M.A., D.R., Ireland, and R.E. Hoskisson, Strategic Management: Competitiveness
and Globalization, South Western College Publishing, 2001, 4th Edition
2. Porter M., Competitive Advantage, New York, The Free Press, 1985
-
4 - - ,
104
3. Concepts in Strategic Management and Business Policy, Ninth Edition, Thomas L.
Wheelen, J. David Hunger, New Jersey 2004
4. : , 4 ,
, . , . , 2002
5. ICAP ,
2004
6.
4
1. www.ellinikagrammata.gr
2. www.dol.gr
3. www.google.com
4. www.patakis.gr
-
105
1. Chandler, A. Strategy and Structure: Chapters in the History of the American
Industrial Enterprise, MA: MIT Press, 1962, p. 13
2. Andrews, K. The Concept of Corporate Strategy, Homewood, IL: Irwin, 1971
3. Ansoff, I. Corporate Strategy, London Penguin, 1985
4. Hofer, C.W. and D. Schendel, Strategy Formulation: Analytical Concepts, West,
1978
5. What is Strategy? By Michael E. Porter, Harvard Business Review, November-
December 1996
6. Grant R.M., Contemporary Strategy Analysis: Concepts, Techniques Applications,
Blackwell Business, 1998, third Edition.
7. ( .
), 2002
8. , . , , . ,
, 1999
9. Concepts in Strategic Management and Business Policy, Ninth Edition, Thomas L.
Wheelen, J. David Hunger , New Jersey 2004
10. : , 4 ,
, . , . , 2002
11. , . , 1995
12. Clusters and the new Economics of competition, By Michael E. Porter, Harvard
Business Review, November-December 1998
13. : , , 22-23
2005
14. ,
, 25/5/2005
-
106
15. & ,
Internet & Value Added Services, , 25 2005
16. Internet .
Internet & Value Added Services, , 25 2005
17. ,
..... ,
, 15 2004
18. ICAP ,
2004
19. ,
(1499-1999)
20. , . 96/ 20-4-2005
20. 3414/2005 279// 10.11.2005
21.
22. Hitt M.A., D.R., Ireland, and R.E. Hoskisson, Strategic Management:
Competitiveness and Globalization, South Western College Publishing, 2001, 4th
Edition
23. Porter M., Competitive Advantage, New York, The Free Press, 1985
-
107
1. www.ab.gr
2. www.themallathens.gr
3. www.ellinikagrammata.gr
4. www.google.com
5. www.dol.gr
6. www.patakis.gr