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1、外文文獻BusinessStrategyvs.ProductStrategyApril10,2009MartyCaganInkeepingwithmyrecentthemeofproductplanning,I'dliketofocusinthisarticleonanimportantdistinctionandsourceoffrustrationinmanycompanies,andthathastodowiththedifferencesbetweenbusinessstrategyandproductstrategy.Manycompaniesconfuseorblurthet
2、wo,andtheresultiseasytospot.Theseniorexecutiveswanttofocusonthebusinessstrategy,buttheyfindtheyareforcedtomakedecisionsatalevelfarbelowwherethey'recomfortableorusuallyeveninterested,suchaswhichspecificproducts,projectsandevenfeaturestoinvestin,andwhattheinterdependenciesarebetweenthesefeaturesand
3、projects,andoftenwhatisontheactualpageandhowtoresolveconflicts.Andontheotherside,theproductmanagersfeelliketheydon'tunderstandthereasonsbehinddecisionsthatdirectlyimpacttheirproducts,theyfeellikethestrategyisguard-railingeveryfewmonths,andtheydon'tfeelempoweredtodotheirjobs.VeryoftenI'llattendapr
4、oductplanningsessionwithseniorexecutivesandthey'rebeingpresentedwithlotsofdetailedproductplansbutwithoutthebusinesscontext.WhenIaskwherethebusinessstrategyis,I'lloftengetablanklook.Theteamwantstomakemoremoneysothesearethefeaturestheywanttoadd,orsotheirreasoninggoes.Businessstrategyisaboutidentify
5、ingyourbusinessobjectivesanddecidingwheretoinvesttobestachievethoseobjectives.Forexample,movingfromadirectsalesmodel(yourownsalesforcesellingdirectlytocustomers)toanonlinesalesmodel(yourcustomersbuyfromyoursite)isabusinessstrategy.Decidingwhethertochargeforyourserviceswithsubscriptionsortransacti
6、onsfeesorwhetheryouhaveanadvertising-basedrevenuemodelisabusinessstrategy.Decidingtomoveintoanadjacentmarketisabusinessstrategy.Now,clearlytherearesomebigproductimplicationstoeachofthesebusinessstrategies.Buttheyarenotoneinthesame.Therearelotsofwaystosellonline,lotsofwaystomonetizevalue,andlotsof
7、waystodeveloporacquireandintegrateanadjacentoffering.Theproductstrategyspeakstohowyouhopetodeliveronthebusinessstrategy.Moreover,whilethebusinessmaybelievesomethingisagreatbusinessopportunity,youdon'tyetknowifyourcompa
