국제학생을 위한 경영전략 입문
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I 경영전략의 이해 1
A 경영전략이란 무엇인가 3
1. 경영전략의 정의············································································3
2. 경영전략의 핵심 단계······································································3
3. 경영전략을 세울 때 생각하는 질문들····················································5
4. 경영전략 개념의 변화······································································5
B 경영전략의 두 축: 사업부 수준 전략과 기업 수준 전략 9
1. 사업부 수준 전략 ··········································································9
2. 기업 수준 전략 ··········································································· 11
C 경영전략 단계 15
1. 경영전략 수립 ············································································ 15
2. 경영전략 실행············································································· 17
3. 경영전략 평가············································································· 17
D 비전과 사명 19
1. 비전_우리는 무엇이 되고 싶은가?····················································· 19
2. 사명_우리의 사업은 무엇인가?························································ 19
3. 비전과 사명 비교········································································· 21
E 전략적 목표 설정 23
1. 전략적 목표················································································ 23
2. SMART 목표 기준 ······································································ 23
F 요약 및 주요 용어 25
G 개별 워크숍: SMART 전략 목표 설정하기 27
1. 주제: SMART 전략 목표 설정하기_이번 학기 계획 세우기 ······················ 27
2. SMART 전략 목표 설정 템플릿 예시················································· 29
II 외부 환경 분석 31
A 외부 환경 분석이란 무엇인가 33
1. 외부 환경 분석 정의······································································ 33
2. 외부 환경 분석의 중요성································································ 33
B 외부 환경 분석 방법 37
1. PESTEL 분석············································································· 37
2. PESTEL 분석 사례_SK 그룹··························································· 41
3. 산업구조 분석: 포터의 5가지 경쟁 요인·············································· 43
C 외부 조사 정보의 주요 출처 및 활용 51
D 요약 및 주요 용어 55
E 팀 워크숍 57
1. 주제: 우리 주변 산업의 PESTEL 분석 ··············································· 57
2. PESTEL 템플릿 예시_저가 커피 프랜차이즈········································ 57
III 내부 환경 분석 61
A 내부 환경 분석이란 무엇인가 63
B 경영자원, 역량, 핵심역량, 경쟁우위 65
1. 경영자원 ·················································································· 65
2. 역량························································································· 67
3. 핵심역량··················································································· 69
4. 경쟁우위··················································································· 69
C VRIO 분석 73
1. VRIO의 정의·············································································· 73
2. VRIO 분석 사례_쿠팡··································································· 75
D 가치사슬 분석 81
1. 가치사슬 분석의 정의···································································· 81
2. 주활동······················································································ 83
3. 보조활동··················································································· 85
4. 가치사슬 분석 사례-CJ ENM························································· 85
E 요약 및 주요 용어 91
F 팀 워크숍 93
1. 주제: 기업 비교 분석: 누가 더 잘하는가?············································ 93
2. VRIO 분석 템플릿 예시: 스타벅스 VS 투썸플레이스······························ 95
IV 사업부 수준의 전략 99
A 사업부 수준의 전략이란 무엇인가 101
B 비용우위 전략 103
1. 비용우위 전략의 원천·································································· 103
2. 비용우위 전략의 장점·································································· 105
3. 비용우위 전략 사례_다이소··························································· 109
C 차별화 전략 113
1. 차별화하는 방법········································································ 113
2. 차별화의 창의성········································································ 115
3. 차별화와 지속적인 경쟁우위·························································· 117
4. 차별화 전략 사례_방탄소년단(BTS)················································ 117
D 비용우위 전략과 차별화 전략 비교 123
E 요약 및 주요 용어 125
F 개별 워크숍 127
1. 주제: 가격이 아닌 다른 이유로 내가 선택한 제품 ································ 127
2. 차별화 전략 템플릿 예시_IKEA 조립 가구········································· 127
V 팀 프로젝트 1 129
A 주제: 스타트업의 전략 수립: 사명부터 경쟁우위까지 131
B 목표 131
C 활동 구성 133
1. 1단계: 사명 선언문 작성 예시························································ 133
2. 2단계: PESTEL 외부 환경 분석 예시·············································· 135
3. 3단계: 내부 환경 분석 예시·························································· 135
4. 4단계: 사업부 수준 전략 수립 예시················································· 137
VI 기업 수준의 전략 1 139
A 기업 수준의 전략이란 무엇인가 141
B 다각화 143
1. 다각화의 정의··········································································· 143
2. 다각화의 유형··········································································· 143
3. 다각화의 목적··········································································· 145
4. 다각화의 위험과 한계·································································· 147
5. 관련 다각화 사례_아모레퍼시픽····················································· 149
6. 비관련 다각화 사례_CJ그룹·························································· 151
C 수직적 통합 153
1. 수직적 통합의 정의···································································· 153
2. 수직적 통합의 종류···································································· 153
3. 수직적 통합의 장점···································································· 155
4. 수직적 통합의 단점···································································· 155
5. 수직적 통합 사례_현대자동차························································ 155
D 전략적 제휴 157
1. 전략적 제휴의 정의···································································· 157
2. 전략적 제휴의 장점···································································· 157
3. 전략적 제휴 사례_삼성전자와 구글·················································· 157
E 요약 및 주요 용어 161
F 팀 워크숍 163
1. 주제: 기업 다각화 전략 분석 ························································· 163
2. 기업 다각화 템플릿 예시_LG 전자·················································· 163
VII 기업 수준의 전략 2 167
A 인수합병 169
1. 인수합병의 정의········································································ 169
2. 인수합병의 장·단점···································································· 169
3. 인수 사례_카카오와 멜론····························································· 171
4. 합병 사례_LG화학과 LG생명과학··················································· 171
B 아웃소싱 전략 173
1. 아웃소싱 전략의 정의·································································· 173
2. 아웃소싱 전략의 장점·································································· 173
3. 아웃소싱 전략의 단점·································································· 175
4. 아웃소싱 전략 사례_나이키··························································· 175
C 해외 진출전략 177
1. 해외 진출전략의 정의·································································· 177
2. 해외 진출전략 방법···································································· 177
D BCG 매트릭스(Boston Consulting Group Matrix) 185
1. 4가지 사업 유형········································································ 185
E 요약 및 주요 용어 189
F 팀 워크숍 191
1. 주제: 글로벌 기업의 해외진출 전략 ················································ 191
2. 해외 진출전략 템플릿 예시_삼성전자 갤럭시 남미 진출························· 193
VIII 경영전략 실행 및 평가 195
A 경영전략 실행 197
B 경영전략 실행의 성공 요인 199
1. 조직구조················································································· 199
2. 리더십···················································································· 203
3. 조직문화················································································· 205
4. 자원배분················································································· 209
5. 성과 관리················································································ 209
C 경영전략의 평가와 통제 213
1. 성과지표 (KPIs)········································································ 213
2. 균형성과표·············································································· 217
3. 피드백 체계·············································································· 221
D 요약 및 주요 용어 223
E 팀 워크숍 225
1. 주제: 내 나라에서 한국 음식점 열기: 나만의 전략 만들기 ······················ 225
IX 구조조정과 경영혁신 227
A 구조조정 229
1. 구조조정의 종류········································································ 229
2. 사업 구조조정 사례_LG전자 휴대폰 사업 철수···································· 233
B 선도자와 추격자 전략 235
1. 선도자 전략·············································································· 235
2. 추격자 전략 ············································································· 235
C 경영혁신 237
1. 혁신······················································································· 237
2. 슘페터의 혁신··········································································· 237
3. 경영혁신················································································· 239
D 요약 및 주요 용어 243
E 팀 워크숍 245
1. 주제: 내가 일하는 곳을 바꾸자······················································· 245
2. 구조조정 템플릿 예시·································································· 245
X 윤리적 경영과 기업의 사회적 책임, ESG 249
A 이해관계자 이론 251
1. 이해관계자 이론 핵심·································································· 251
B 윤리적 경영 253
1. 윤리적 경영의 주요 내용······························································ 253
C 기업의 사회적 책임 255
D ESG 257
1. ESG의 요소············································································· 257
2. ESG의 중요성·········································································· 259
3. ESG 경영 사례_동구밭································································ 259
E 윤리적 경영, 기업의 사회적 책임(CSR), ESG의 공통점과 특징 261
1. 윤리적 경영, 기업의 사회적 책임, ESG············································ 261
2. 윤리적 경영, 기업의 사회적 책임, ESG 사례_파타고니아······················· 263
F 요약 및 주요 용어 269
G 팀 워크숍 271
1. 주제: ESG 잘하는 기업 분석 ························································ 271
2. ESG 경영 템플릿 예시_파타고니아················································· 271
XI 팀 프로젝트 2 275
A 주제: 우리 기업의 ESG 경영 전략 수립 277
B 목표 277
C 활동 구성 279
1. 1단계: 스타트업 리뷰·································································· 279
2. 2단계: ESG 전략 및 활동 기획······················································ 281
A 경영전략이란 무엇인가 3
1. 경영전략의 정의············································································3
2. 경영전략의 핵심 단계······································································3
3. 경영전략을 세울 때 생각하는 질문들····················································5
4. 경영전략 개념의 변화······································································5
B 경영전략의 두 축: 사업부 수준 전략과 기업 수준 전략 9
1. 사업부 수준 전략 ··········································································9
2. 기업 수준 전략 ··········································································· 11
C 경영전략 단계 15
1. 경영전략 수립 ············································································ 15
2. 경영전략 실행············································································· 17
3. 경영전략 평가············································································· 17
D 비전과 사명 19
1. 비전_우리는 무엇이 되고 싶은가?····················································· 19
2. 사명_우리의 사업은 무엇인가?························································ 19
3. 비전과 사명 비교········································································· 21
E 전략적 목표 설정 23
1. 전략적 목표················································································ 23
2. SMART 목표 기준 ······································································ 23
F 요약 및 주요 용어 25
G 개별 워크숍: SMART 전략 목표 설정하기 27
1. 주제: SMART 전략 목표 설정하기_이번 학기 계획 세우기 ······················ 27
2. SMART 전략 목표 설정 템플릿 예시················································· 29
II 외부 환경 분석 31
A 외부 환경 분석이란 무엇인가 33
1. 외부 환경 분석 정의······································································ 33
2. 외부 환경 분석의 중요성································································ 33
B 외부 환경 분석 방법 37
1. PESTEL 분석············································································· 37
2. PESTEL 분석 사례_SK 그룹··························································· 41
3. 산업구조 분석: 포터의 5가지 경쟁 요인·············································· 43
C 외부 조사 정보의 주요 출처 및 활용 51
D 요약 및 주요 용어 55
E 팀 워크숍 57
1. 주제: 우리 주변 산업의 PESTEL 분석 ··············································· 57
2. PESTEL 템플릿 예시_저가 커피 프랜차이즈········································ 57
III 내부 환경 분석 61
A 내부 환경 분석이란 무엇인가 63
B 경영자원, 역량, 핵심역량, 경쟁우위 65
1. 경영자원 ·················································································· 65
2. 역량························································································· 67
3. 핵심역량··················································································· 69
4. 경쟁우위··················································································· 69
C VRIO 분석 73
1. VRIO의 정의·············································································· 73
2. VRIO 분석 사례_쿠팡··································································· 75
D 가치사슬 분석 81
1. 가치사슬 분석의 정의···································································· 81
2. 주활동······················································································ 83
3. 보조활동··················································································· 85
4. 가치사슬 분석 사례-CJ ENM························································· 85
E 요약 및 주요 용어 91
F 팀 워크숍 93
1. 주제: 기업 비교 분석: 누가 더 잘하는가?············································ 93
2. VRIO 분석 템플릿 예시: 스타벅스 VS 투썸플레이스······························ 95
IV 사업부 수준의 전략 99
A 사업부 수준의 전략이란 무엇인가 101
B 비용우위 전략 103
1. 비용우위 전략의 원천·································································· 103
2. 비용우위 전략의 장점·································································· 105
3. 비용우위 전략 사례_다이소··························································· 109
C 차별화 전략 113
1. 차별화하는 방법········································································ 113
2. 차별화의 창의성········································································ 115
3. 차별화와 지속적인 경쟁우위·························································· 117
4. 차별화 전략 사례_방탄소년단(BTS)················································ 117
D 비용우위 전략과 차별화 전략 비교 123
E 요약 및 주요 용어 125
F 개별 워크숍 127
1. 주제: 가격이 아닌 다른 이유로 내가 선택한 제품 ································ 127
2. 차별화 전략 템플릿 예시_IKEA 조립 가구········································· 127
V 팀 프로젝트 1 129
A 주제: 스타트업의 전략 수립: 사명부터 경쟁우위까지 131
B 목표 131
C 활동 구성 133
1. 1단계: 사명 선언문 작성 예시························································ 133
2. 2단계: PESTEL 외부 환경 분석 예시·············································· 135
3. 3단계: 내부 환경 분석 예시·························································· 135
4. 4단계: 사업부 수준 전략 수립 예시················································· 137
VI 기업 수준의 전략 1 139
A 기업 수준의 전략이란 무엇인가 141
B 다각화 143
1. 다각화의 정의··········································································· 143
2. 다각화의 유형··········································································· 143
3. 다각화의 목적··········································································· 145
4. 다각화의 위험과 한계·································································· 147
5. 관련 다각화 사례_아모레퍼시픽····················································· 149
6. 비관련 다각화 사례_CJ그룹·························································· 151
C 수직적 통합 153
1. 수직적 통합의 정의···································································· 153
2. 수직적 통합의 종류···································································· 153
3. 수직적 통합의 장점···································································· 155
4. 수직적 통합의 단점···································································· 155
5. 수직적 통합 사례_현대자동차························································ 155
D 전략적 제휴 157
1. 전략적 제휴의 정의···································································· 157
2. 전략적 제휴의 장점···································································· 157
3. 전략적 제휴 사례_삼성전자와 구글·················································· 157
E 요약 및 주요 용어 161
F 팀 워크숍 163
1. 주제: 기업 다각화 전략 분석 ························································· 163
2. 기업 다각화 템플릿 예시_LG 전자·················································· 163
VII 기업 수준의 전략 2 167
A 인수합병 169
1. 인수합병의 정의········································································ 169
2. 인수합병의 장·단점···································································· 169
3. 인수 사례_카카오와 멜론····························································· 171
4. 합병 사례_LG화학과 LG생명과학··················································· 171
B 아웃소싱 전략 173
1. 아웃소싱 전략의 정의·································································· 173
2. 아웃소싱 전략의 장점·································································· 173
3. 아웃소싱 전략의 단점·································································· 175
4. 아웃소싱 전략 사례_나이키··························································· 175
C 해외 진출전략 177
1. 해외 진출전략의 정의·································································· 177
2. 해외 진출전략 방법···································································· 177
D BCG 매트릭스(Boston Consulting Group Matrix) 185
1. 4가지 사업 유형········································································ 185
E 요약 및 주요 용어 189
F 팀 워크숍 191
1. 주제: 글로벌 기업의 해외진출 전략 ················································ 191
2. 해외 진출전략 템플릿 예시_삼성전자 갤럭시 남미 진출························· 193
VIII 경영전략 실행 및 평가 195
A 경영전략 실행 197
B 경영전략 실행의 성공 요인 199
1. 조직구조················································································· 199
2. 리더십···················································································· 203
3. 조직문화················································································· 205
4. 자원배분················································································· 209
5. 성과 관리················································································ 209
C 경영전략의 평가와 통제 213
1. 성과지표 (KPIs)········································································ 213
2. 균형성과표·············································································· 217
3. 피드백 체계·············································································· 221
D 요약 및 주요 용어 223
E 팀 워크숍 225
1. 주제: 내 나라에서 한국 음식점 열기: 나만의 전략 만들기 ······················ 225
IX 구조조정과 경영혁신 227
A 구조조정 229
1. 구조조정의 종류········································································ 229
2. 사업 구조조정 사례_LG전자 휴대폰 사업 철수···································· 233
B 선도자와 추격자 전략 235
1. 선도자 전략·············································································· 235
2. 추격자 전략 ············································································· 235
C 경영혁신 237
1. 혁신······················································································· 237
2. 슘페터의 혁신··········································································· 237
3. 경영혁신················································································· 239
D 요약 및 주요 용어 243
E 팀 워크숍 245
1. 주제: 내가 일하는 곳을 바꾸자······················································· 245
2. 구조조정 템플릿 예시·································································· 245
X 윤리적 경영과 기업의 사회적 책임, ESG 249
A 이해관계자 이론 251
1. 이해관계자 이론 핵심·································································· 251
B 윤리적 경영 253
1. 윤리적 경영의 주요 내용······························································ 253
C 기업의 사회적 책임 255
D ESG 257
1. ESG의 요소············································································· 257
2. ESG의 중요성·········································································· 259
3. ESG 경영 사례_동구밭································································ 259
E 윤리적 경영, 기업의 사회적 책임(CSR), ESG의 공통점과 특징 261
1. 윤리적 경영, 기업의 사회적 책임, ESG············································ 261
2. 윤리적 경영, 기업의 사회적 책임, ESG 사례_파타고니아······················· 263
F 요약 및 주요 용어 269
G 팀 워크숍 271
1. 주제: ESG 잘하는 기업 분석 ························································ 271
2. ESG 경영 템플릿 예시_파타고니아················································· 271
XI 팀 프로젝트 2 275
A 주제: 우리 기업의 ESG 경영 전략 수립 277
B 목표 277
C 활동 구성 279
1. 1단계: 스타트업 리뷰·································································· 279
2. 2단계: ESG 전략 및 활동 기획······················································ 281
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