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Casos De Éxito En ESTRATEGIA www.FreeLibros.me Maq.EstrategiaPreliminares.indd ii 4/18/07 11:05:19 PM www.FreeLibros.me Casos de éxito en ESTRATEGIA Maq.EstrategiaPreliminares.indd i 4/18/07 11:05:18 PM www.FreeLibros.me Maq.EstrategiaPreliminares.indd ii 4/18/07 11:05:19 PM www.FreeLibros.me Casos de éxito en ESTRATEGIA Traducción María Eugenia Antúnez Farrugia Maestra en administración de empresas MÉXICO • BOGOTÁ • BUENOS AIRES • CARACAS • GUATEMALA • LISBOA MADRID • NUEVA YORK • SAN JUAN • SANTIAGO SAO PAULO • AUCKLAND • LONDRES • MILÁN • MONTREAL NUEVA DELHI • SAN FRANCISCO • SINGAPUR • ST. LOUIS • SIDNEY • TORONTO estrategia Maq.EstrategiaPreliminares.indd iii 4/18/07 11:05:19 PM www.FreeLibros.me Director Editorial: Fernando Castellanos Rodríguez Editor de desarrollo: Cristina Tapia Montes de Oca Supervisora de producción: Jacqueline Brieno Álvarez Diagramación: Ediciones y Recursos Tecnológicos, S. A. de C. V. CASOS DE ÉXITO EN ESTRATEGIA Prohibida la reproducción total o parcial de esta obra, por cualquier medio, sin autorización escrita del editor. DERECHOS RESERVADOS © 2007, respecto a la primera edición en español por, McGRAW-HILL INTERAMERICANA EDITORES, S.A. de C. V. A subsidiary of the McGraw-Hill Companies, Inc. Corporativo Punta Santa Fe Prolongación Paseo de la Reforma 1015, Torre A, Piso 17, Col. Desarrollo Santa Fe, Delegación Álvaro Obregón C. P. 01376, México, D. F. Miembro de la Cámara Nacional de la Industria Editorial Mexicana Reg. Núm. 736 ISBN 13: 978-970-10-6267-8 ISBN 10: 970-10-6267-1 1234567890 0986543217 Impreso en México Printed in Mexico Translated from the 1st English edition of Leadership power plays By: BusinessWeek Copyright © MMVII by McGraw Hill Companies, Inc. All rights reserved. ISBN: 0-07-14560-5 1234567890 0986543217 Impreso en México Printed in Mexico Maq.EstrategiaPreliminares.indd iv 4/18/07 11:05:19 PM www.FreeLibros.me INTRODUCCIÓN por Stephen J. Adler, editor en jefe, vii BusinessWeek 1 BRIAN ROBERTS: 1 ¿Puede volar Comcast? 2 JEFF BEZOS: 15 Reprogramación de Amazon 3 JOHN CHAMBERS: 25 El regreso de Cisco 4 MICHAEL DELL: 39 Los secretos detrás de la expansión de Dell 5 MICHAEL ESKEW: 53 UPS y la nueva bolsa del gigante café 6 EDWARD ZANDER: 61 La nueva organización de Motorola 7 SAM PALMISANO: 67 IBM y el nuevo azul 8 YUN JONG YONG: 79 A la manera de Samsung 9 ARTHUR J. SULZBERGER: 93 El New York Times y el futuro de los periódicos 10 THOMAS J. USHER: 107 Levantando a U.S. Steel del montón de escombros 11 ALAN MULALLY: 119 Un plan para hacer volar a Ford 12 BRIAN FRANCE: 129 El príncipe de NASCAR 13 EDOUARD MICHELIN: 141 Llevando a Michelin a nuevas alturas 14 KEN CHENAULT: 149 ¡Cárguelo a la tarjeta! en American Express TENDENCIAS: 163 Profeta de los negocios C. K. Prahalad está cambiando la forma en la que piensan los presidentes ejecutivos FUENTES 171 CONTRIBUCIONES 173 CONTENIDO v Maq.EstrategiaPreliminares.indd v 4/18/07 11:05:20 PM www.FreeLibros.me Maq.EstrategiaPreliminares.indd vi 4/18/07 11:05:20 PM www.FreeLibros.me INTRODUCCIÓNINTRO De las conversaciones que tenemos cada día con gente de negocios seria como usted, sabemos que tiene una necesidad enorme de noticias, información, y análisis profundo que sea preciso, fidedigno y lo suficientemente imparcial para que usted pueda utilizarlo. Eso es lo que ha hecho reconocida a BusinessWeek y es lo que siempre nos esforzamos por hacer mejor. Nuestra serie de ediciones especiales de BusinessWeek lleva esto a un nivel superior. En colaboración con Libros Profesionales de McGraw-Hill, hemos recopilado de lo mejor en el negocio (de los gerentes, estrategas y especialistas en marketing líderes en el mundo), para analizar cómo puede usted usar las mejores prácticas y las mejores ideas de estos iniciados en su libreto personal. Cada capítulo está tomado de un estudio de caso de BusinessWeek y se complementa con un plan de lecciones para articular la clave del aprendizaje de cada caso, “jugadas de poder” (métodos prácticos que usted puede adaptar a sus propias situaciones) y estrategias del “Lunes por la mañana” que le ayudarán a enfocarse en el éxito y poner en acción las mejores prácticas. La estrategia de Jeff Bezos para transformar a Amazon, el minorista de Internet, en una plataforma para el comercio electrónico global utilizando sus características y tecnología en línea de líder de la industria. John Chambers le dio la vuelta al otrora Cisco Systems de altos vuelos, desmantelando su cultura del vaquero. Los frescos análisis profundos de cómo dirige Michael Dell su negocio deben haber despertado ansiedad entre directores generales que son blancos de su viaje expansionista. En IBM, la estrategia de Sam Palmisano para convertir a IBM de una compañía de servicios tecnológicos en un artista del maquillaje para corporaciones cambiará la forma en que las compañías se conciben y se administran a sí mismas. Los modelos de negocios contrarios vii Maq.EstrategiaPreliminares.indd vii 4/18/07 11:05:21 PM www.FreeLibros.me INTRODUCCIÓN (y ganadores) de Samsung que favorecen los equipos y dispositivos sobre los programas y el contenido. UPS trata de reinventarse a sí misma como un recurso de logística para industrias de todos los tipos. La consolidación está dando a los acereros de Estados Unidos el empujón para competir globalmente, una reanimación contada por Thomas J. Usher, de U.S. Steel. La transformación de Michelin es contada por el heredero Edouard Michelin, quien sacudió con fuerza las cosas en una compañía muy tradicional, antes de su muerte trágica en mayo de 2006. Arthur Sulzberger Jr. editor de The New York Times tiene una estrategia ambiciosa para superar débiles ganancias, la secuela de un escándalo y un mundo cambiante de los medios de comunicación. La familia France, el patriarca Bill, el hijo Brian y la hija Lesa, dirigen la lucrativa franquicia de carreras de autos NASCAR, entre las crecientes quejas de que está dominando el deporte. Y el presidente ejecutivo de American Express, Ken Chenault, respaldado por una iniciativa antimonopolio, tiene una atrevida estrategia para encargarse de Visa y MasterCard. Una nota acerca de estos estudios de casos: son sacados de reportes de BusinessWeek y son, por consiguiente, “instantáneas en el tiempo”. Se ha hecho el esfuerzo de proporcionar actualizaciones objetivas, pero dada la naturaleza de las noticias, algunos de los personajes y las circunstancias en las que se basan las historias han cambiado desde que los artículos fueron originalmente escritos. Sin embargo, creemos que las jugadas de poder en cada caso pasan la prueba de tiempo y serán lecciones valiosas, aun siendo en retrospectiva. Pero las lecciones de estas compañías y ejecutivos líderes son simplemente los bloques constructivos para su propia estrategia de juegos de poder personal, ideas que podrá empezar a utilizar el lunes por la mañana. * * * Muchas personas en BusinessWeek contribuyeron con las ideas y los estudios de casos en este libro, incluyendo Tom Lowry, Amy Barrett, Ronald Grover, Robert D. Hof, Peter Burrows, Andrew Park, Dean Foust, Roger O. Crockett, Spencer E. Ante, Cliff Edwards, Moon Ihlwan, Pete Engardio, Anthony Bianco, John Rossant, Lauren Gard, Michael Arndt, David Welch, David Kiley, Stanley Holmes, Christine Tierney, Ann Therese Palmer, Chester Dawson, Joann Muller, Mara Der Hovanesian y Diane Alford. Callista Chen proveyó comentarios editoriales invaluables. Frank Comes, Joyce Barnathan, Christine Summerson y Bob Dowling viii Maq.EstrategiaPreliminares.indd viii 4/18/07 11:05:21 PM www.FreeLibros.me INTRODUCCIÓN desarrollaron la serie con nuestros colegas en nuestra compañía hermana, McGraw-Hill Profesional –Philip Ruppel, Lisa Lewin, Mary Glenn, Herb Schaffner y Ed Chupak. Agradecemos especialmente a Ruth Mannino por su excelente guía sobre diseño y producción editorial. Stephen J. Adler Editor en jefe BusinessWeek ix Maq.EstrategiaPreliminares.indd ix 4/18/07 11:05:21 PM www.FreeLibros.me Maq.EstrategiaPreliminares.indd x 4/18/07 11:05:21 PM www.FreeLibros.me BRIAN ROBERTS: ¿PUEDE VOLAR COMCAST? 1 Mejore las operaciones mientras se fusionan las habilidades de servicio al cliente y la cultura de dos compañías muy diferentes. Prepárese para crecer invirtiendo en tecnología que permita la entrega de servicios de valor agregado Cortesía de Getty Images. ESTRATEGA Conozca a Brian Roberts, presidente ejecutivo de Comcast, con una creciente influencia en el mundo de medios de comunicación. Este tipo de compañías tienden a funcionar en los extremos: o son imparables, o chocan y arden espectacularmente. Roberts, presidente ejecutivo de la recientemente creada AT&T Comcast, está a punto de enterarse si su gigante de los medios de comunicación puede volar. Este artículo de portada de 2002 por Tom Lowry con Amy Barrett y Ronald Grover, analiza los asuntos que enfrenta el presidente ejecutivo de Comcast, Brian Roberts. PLAN DE ACCIÓN 1 Maq.Estrategia1.indd 1 4/18/07 10:57:45 PM www.FreeLibros.me CASOS DE ÉXITO EN ESTRATEGIA FUSIÓN DE DOS CULTURAS GIGANTES Usted nunca se habría imaginado que Brian L. Roberts estaba a punto de ser catapultado a la élite de los medios de comunicación. A mediados de noviembre su compañía, el operador de cable Comcast Corp., estaba a punto de cerrar su adquisición de 54 mil millones de dólares de At&T Broadband, el trato más grande en la industria desde la fusión de AOL Time Warner en 2001. Pero en esta tarde de principios de octubre, Roberts, con sus 1.88 m, está en una posición decididamente poco glamorosa: está encorvado hacia la parte trasera de una furgoneta Ford Econoline, de regreso a Filadelfia después de un largo día de trabajo como voluntario en nombre de su compañía. Este ejecutivo de 43 años, en pantalones vaqueros y una camiseta negra de Comcast de una talla un tanto grande, está literalmente al borde de su asiento mientras su hija dormita a su lado.
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