{"id":1249,"date":"2013-07-01T18:50:03","date_gmt":"2013-07-01T11:50:03","guid":{"rendered":"http:\/\/science-technology.vn\/?p=1249"},"modified":"2013-07-01T18:50:03","modified_gmt":"2013-07-01T11:50:03","slug":"bai-hoc-kinh-doanh","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=1249","title":{"rendered":"B\u00e0i h\u1ecdc kinh doanh"},"content":{"rendered":"

V\u1edbi nhi\u1ec1u ng\u01b0\u1eddi qu\u1ea3n l\u00ed, \u0111\u1ea1t t\u1edbi th\u00e0nh c\u00f4ng v\u00e0 c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed hi\u1ec7n th\u1eddi c\u1ee7a h\u1ecd cho ph\u00e9p h\u1ecd \u0111\u01b0\u1ee3c tho\u1ea3i m\u00e1i. Nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 c\u0169ng l\u00e0m gi\u1ea3m c\u1ea3m gi\u00e1c v\u1ec1 kh\u1ea9n thi\u1ebft. Thay v\u00ec ti\u1ebfp t\u1ee5c h\u1ecdc \u0111i\u1ec1u m\u1edbi, nhi\u1ec1u ng\u01b0\u1eddi s\u1eb5n l\u00f2ng ch\u1ea5p nh\u1eadn r\u1ee7i ro c\u1ee7a vi\u1ec7c kh\u00f4ng h\u1ecdc v\u1edbi c\u00e1i c\u1edb nh\u01b0 \u201cT\u00f4i qu\u00e1 b\u1eadn kh\u00f4ng h\u1ecdc th\u00eam \u0111\u01b0\u1ee3c\u201d hay \u201cT\u00f4i \u0111\u00e3 th\u00e0nh c\u00f4ng v\u00e0 kh\u00f4ng c\u1ea7n ai \u0111\u00f3 d\u1ea1y t\u00f4i c\u00e1i g\u00ec.\u201d Nh\u1eefng ng\u01b0\u1eddi ch\u1ee7 c\u00f4ng ti n\u1eefa c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u1edb cho s\u1ef1 kh\u00f4ng s\u1eb5n l\u00f2ng c\u1ee7a h\u1ecd v\u1edbi thay \u0111\u1ed5i ki\u1ec3u nh\u01b0 \u201cCh\u00fang t\u00f4i \u0111ang l\u00e0m t\u1ed1t. Ch\u00fang t\u00f4i ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng cho n\u00ean ch\u00fang t\u00f4i kh\u00f4ng c\u1ea7n l\u00e0m nhi\u1ec1u h\u01a1n ch\u00fang t\u00f4i ph\u1ea3i l\u00e0m.\u201d \u0110\u00f3 l\u00e0 l\u00ed do t\u1ea1i sao khi c\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi n\u1ed5i l\u00ean hay khi th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i, nhi\u1ec1u c\u00f4ng ti b\u1ecb cho\u00e1ng v\u00e0 kh\u00f4ng bi\u1ebft ph\u1ea3i l\u00e0m g\u00ec th\u1ebf r\u1ed3i s\u1ee5p \u0111\u1ed5.<\/span><\/p>\n

Khi ai \u0111\u00f3 nh\u1eafc t\u1edbi c\u00e1i t\u00ean Kodak, m\u1ecdi ng\u01b0\u1eddi l\u1eadp t\u1ee9c ngh\u0129 v\u1ec1 phim \u1ea3nh, m\u00e1y ch\u1ee5p \u1ea3nh, v\u00e0 ngh\u1ec1 ch\u1ee5p \u1ea3nh. Trong h\u01a1n m\u1ed9t tr\u0103m n\u0103m c\u00f4ng ti n\u00e0y \u0111\u00e3 chi ph\u1ed1i th\u1ebf gi\u1edbi nh\u01b0ng n\u0103m ngo\u00e1i, n\u00f3 s\u1ee5p \u0111\u1ed5 v\u00e0 n\u1ed9p \u0111\u01a1n xin ph\u00e1 s\u1ea3n. Vi\u1ec7c th\u00edch \u1ee9ng v\u1edbi thay \u0111\u1ed5i th\u1ecb tr\u01b0\u1eddng l\u00e0 kh\u00f4ng d\u1ec5 d\u00e0ng, \u0111\u1eb7c bi\u1ec7t cho nh\u1eefng c\u00f4ng ti th\u00e0nh c\u00f4ng nh\u01b0 Kodak. Nh\u1eefng ng\u01b0\u1eddi l\u00e3nh \u0111\u1ea1o c\u1ee7a h\u1ecd th\u1ea5y kh\u00f3 thay \u0111\u1ed5i “th\u00f3i quen c\u0169” c\u00f3 th\u1eddi \u0111\u00e3 l\u00e0 th\u00e0nh c\u00f4ng c\u1ee7a h\u1ecd.<\/p>\n

Khi ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u1ee7a Kodak, George Eastman l\u1ea7n \u0111\u1ea7u ti\u00ean ph\u00e1t minh ra m\u00e1y tr\u00e1ng nh\u0169 t\u01b0\u01a1ng \u0111\u1ec3 t\u1ea1o ra phim cho ch\u1ee5p \u1ea3nh n\u0103m 1880, \u00f4ng \u1ea5y \u0111\u00e3 t\u1ea1o ra to\u00e0n b\u1ed9 ng\u00e0nh c\u00f4ng nghi\u1ec7p. Trong h\u01a1n m\u1ed9t th\u1ebf k\u1ec9, Kodak \u0111\u00e3 chi ph\u1ed1i th\u1ebf gi\u1edbi phim \u1ea3nh v\u00e0 ngh\u1ec1 ch\u1ee5p \u1ea3nh, v\u1edbi s\u1ed1 b\u00e1n v\u01b0\u1ee3t qu\u00e1 $10 t\u1ec9 \u0111\u00f4 la m\u1ed9t n\u0103m. N\u00f3 l\u00e0 kinh doanh sinh l\u1eddi \u0111\u00e1ng ng\u1ea1c nhi\u00ean v\u00ec g\u1ea7n nh\u01b0 m\u1ecdi ng\u01b0\u1eddi ch\u1ee5p \u1ea3nh \u0111\u1ec1u mua phim Kodak. Kodak th\u00e0nh c\u00f4ng th\u1ebf v\u00e0 l\u00e0m nhi\u1ec1u ti\u1ec1n th\u1ebf; ng\u01b0\u1eddi qu\u1ea3n l\u00ed c\u1ee7a n\u00f3 t\u1eadn h\u01b0\u1edfng th\u00e0nh c\u00f4ng c\u1ee7a h\u1ecd, kh\u00f4ng bao gi\u1edd lo ngh\u0129 v\u1ec1 t\u01b0\u01a1ng lai hay \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a h\u1ecd.<\/p>\n

Khi th\u1ecb tr\u01b0\u1eddng c\u00f4ng ngh\u1ec7 b\u1eaft \u0111\u1ea7u thay \u0111\u1ed5i trong nh\u1eefng n\u0103m 1990, m\u1ed9t s\u1ed1 ng\u01b0\u1eddi trong c\u00f4ng ti th\u1ea5y nhu c\u1ea7u c\u1ea7n thay \u0111\u1ed5i sang s\u1ed1 th\u1ee9c nh\u01b0ng h\u1ecd kh\u00f4ng th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c cho \u0111i\u1ec1u \u0111\u00f3 x\u1ea3y ra. Nh\u1eefng ng\u01b0\u1eddi qu\u1ea3n l\u00ed c\u1ea5p cao \u0111\u00e3 kh\u00f4ng th\u1ea5y s\u1ef1 kh\u1ea9n thi\u1ebft, h\u1ecd b\u1ecf qua c\u00e1c g\u1ee3i \u00fd c\u1ee7a c\u00e1c c\u00f4ng nh\u00e2n c\u1ee7a h\u1ecd v\u00ec h\u1ea7u h\u1ebft ch\u1ec9 mu\u1ed1n ng\u1ed3i trong v\u0103n ph\u00f2ng ti\u1ec7n nghi, \u0111i h\u1ecdp, v\u00e0 nh\u1eadn l\u01b0\u01a1ng l\u1edbn.\u00a0Kh\u00f4ng ai mu\u1ed1n l\u00e0m g\u00ec kh\u00e1c. H\u1ecd n\u00f3i v\u1ec1 nhu c\u1ea7u c\u1ea3i ti\u1ebfn nh\u01b0ng kh\u00f4ng bao gi\u1edd h\u00e0nh \u0111\u1ed9ng v\u1ec1 ch\u00fang.<\/p>\n

Khi c\u00f4ng ngh\u1ec7 m\u00e1y \u1ea3nh s\u1ed1 th\u1ee9c \u0111\u01b0\u1ee3c ph\u00e1t minh ra, \u0111\u00e3 c\u00f3 nhi\u1ec1u kh\u00f4ng ch\u1eafc ch\u1eafn li\u00ean quan t\u1edbi thay \u0111\u1ed5i hay kh\u00f4ng. D\u1ecbch chuy\u1ec3n t\u1eeb phim ho\u00e1 ch\u1ea5t sang in b\u1eb1ng m\u00e1y t\u00ednh ngh\u0129a l\u00e0 thay \u0111\u1ed5i c\u1ea5u tr\u00fac c\u00f4ng ti. N\u0103ng l\u1ef1c l\u00f5i c\u1ee7a Kodak l\u00e0 \u1edf ch\u1ebf t\u1ea1o ho\u00e1 h\u1ecdc nh\u01b0ng m\u00e1y \u1ea3nh s\u1ed1 th\u1ee9c y\u00eau c\u1ea7u n\u0103ng l\u1ef1c trong \u0111i\u1ec7n t\u1eed v\u00e0 m\u00e1y t\u00ednh. T\u1eeb quan \u0111i\u1ec3m kinh doanh, Kodak kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c linh ho\u1ea1t d\u1ef1a tr\u00ean nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng b\u1edfi v\u00ec n\u00f3 s\u1ee3 thay \u0111\u1ed5i kinh doanh th\u00e0nh c\u00f4ng hi\u1ec7n c\u00f3 c\u1ee7a n\u00f3. Qua m\u01b0\u1eddi n\u0103m ti\u1ebfp, c\u00f4ng nh\u00e2n c\u1ee7a Kodak ch\u1ee9ng ki\u1ebfn m\u00e1y \u1ea3nh s\u1ed1 th\u1ee9c \u0111\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn v\u00e0 th\u00e2u t\u00f3m th\u1ecb tr\u01b0\u1eddng. Th\u1ecb tr\u01b0\u1eddng c\u1ee7a phim \u0111\u00e3 s\u1ee5t gi\u1ea3m nh\u01b0ng kh\u00f4ng c\u00e1i g\u00ec x\u1ea3y ra cho t\u1edbi khi qu\u00e1 tr\u1ec5 kh\u00f4ng c\u00f2n l\u00e0m \u0111\u01b0\u1ee3c g\u00ec.<\/p>\n

V\u1ea5n \u0111\u1ec1 l\u00e0 \u1edf ch\u1ed7 Kodak c\u00f3 nhi\u1ec1u t\u1ef1 m\u00e3n cho n\u00ean n\u00f3 kh\u00f4ng th\u1ec3 ph\u1ea3n \u1ee9ng nhanh ch\u00f3ng \u0111\u01b0\u1ee3c. Th\u00e0nh c\u00f4ng qu\u00e1 kh\u1ee9 c\u1ee7a n\u00f3 c\u0169ng l\u00e0 th\u1ea5t b\u1ea1i \u0111\u1ecbnh m\u1ec7nh c\u1ee7a n\u00f3. Vi\u1ec7c thi\u1ebfu vi\u1ec5n ki\u1ebfn v\u00e0 chi\u1ebfn l\u01b0\u1ee3c cho c\u00f4ng ngh\u1ec7 s\u1ed1 th\u1ee9c l\u00e0 l\u00ed do ph\u00e1 hu\u1ef7 c\u00f4ng ti n\u00e0y. M\u00e1y \u1ea3nh s\u1ed1 th\u1ee9c \u0111\u00e3 \u0111\u1ea9y Kodak v\u00e0o “th\u1ebf ho\u1ea3ng lo\u1ea1n\u201d v\u00e0 h\u1ecd b\u1eaft \u0111\u1ea7u t\u1ed5 ch\u1ee9c l\u1ea1i v\u00e0 v\u00e0 \u0111\u01b0a ng\u01b0\u1eddi qu\u1ea3n l\u00ed v\u00e0 ch\u1ee7 t\u1ecbch m\u1edbi v\u00e0o. Khi ng\u01b0\u1eddi m\u1edbi \u0111\u01b0\u1ee3c thu\u00ea t\u1edbi, h\u1ecd sa th\u1ea3i \u00a0\u201cnh\u1eefng ng\u01b0\u1eddi qu\u1ea3n l\u00ed c\u0169\u201d v\u00e0 t\u1ea1o ra ng\u1eaft qu\u00e3ng trong kinh doanh c\u1ee7a c\u00f4ng ti. Nh\u1eefng ng\u01b0\u1eddi qu\u1ea3n l\u00ed ngh\u0129 h\u1ecd \u0111\u00e3 an to\u00e0n nay tr\u1edf th\u00e0nh n\u1ea1n nh\u00e2n \u0111\u1ea7u ti\u00ean. M\u1ed9t ng\u01b0\u1eddi qu\u1ea3n l\u00ed gi\u1ea3i th\u00edch: \u201cCon thuy\u1ec1n s\u1eafp ch\u00ecm; kh\u00f4ng ai c\u00f3 th\u1ec3 c\u1ee9u \u0111\u01b0\u1ee3c n\u00f3 cho n\u00ean \u00f4ng ph\u1ea3i c\u1ee9u l\u1ea5y b\u1ea3n th\u00e2n \u00f4ng tr\u01b0\u1edbc.\u201d \u0110\u1ebfn cu\u1ed1i, c\u00f4ng ti b\u1ecb ph\u00e1 s\u1ea3n v\u00e0 h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi, h\u00e0ng tr\u0103m ngh\u00ecn ng\u01b0\u1eddi trong s\u1ed1 h\u1ecd m\u1ea5t vi\u1ec7c l\u00e0m.<\/p>\n

M\u1ed9t nh\u00e0 ph\u00e2n t\u00edch ph\u1ed1 Wall gi\u1ea3i th\u00edch: \u201cKhi c\u00f4ng ngh\u1ec7 thay \u0111\u1ed5i hay khi th\u1ecb tr\u01b0\u1eddng thay \u0111\u1ed5i, n\u1ebfu \u00f4ng kh\u00f4ng thay \u0111\u1ed5i th\u00ec \u00f4ng s\u1ebd ch\u1ebft. Trong kinh doanh kh\u00f4ng c\u00f3 b\u00e0o ch\u1eefa. \u0110\u00f3 l\u00e0 b\u00e0i h\u1ecdc m\u00e0 c\u00f4ng ti v\u00e0 sinh vi\u00ean kinh doanh ph\u1ea3i h\u1ecdc. N\u1ebfu \u00f4ng kh\u00f4ng thay \u0111\u1ed5i, \u0111\u1eebng gi\u1ea3 \u0111\u1ecbnh r\u1eb1ng ng\u01b0\u1eddi kh\u00e1c s\u1ebd kh\u00f4ng thay \u0111\u1ed5i. \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a \u00f4ng \u0111ang \u0111\u1ee3i t\u1edbi kho\u1ea3nh kh\u1eafc \u0111\u00f3 ti\u00eau di\u1ec7t \u00f4ng \u0111\u1ec3 n\u1eafm l\u1ea5y th\u1ecb tr\u01b0\u1eddng.”<\/p>\n

 <\/p>\n

—-English version—-<\/p>\n

 <\/p>\n

A business lesson<\/p>\n

For many managers, achieving successes and get to their current position allow them to be comfortable. But it also reduces a sense of urgency. Instead of continue learning new thing, many are willing to accept the risks of not learning with excuses such as \u201cI am too busy to get additional training\u201d or \u201cI have been successful and do not need someone teach me anything.\u201d Company owner too can make excuses for their unwillingness to change such as \u201cWe are doing well. We control the market so we do not need to do more than we have to.\u201d That is why when new technologies emerge or when market changes, many companies are shock and do not know what to do then collapse.<\/p>\n

When someone mentions the name Kodak, people immediately think about film, camera, and photography. For over hundred years this company dominates the world but last year, it collapsed and filed for bankruptcy. Adapting to market change is not easy, especially for successful companies like Kodak. Their leaders find it difficult to change \u201cold habit\u201d that once was their success.<\/p>\n

When Kodak founder George Eastman first invented emulsion-coating machine to produce film for photography in 1880, he created the entire industry. For more than a century, Kodak dominated the world of film and photography, with sales surpassing $10 billion a year. It is an amazing profitable business as almost everyone who takes camera picture buy Kodak film. Kodak is so successful and makes so much money; its managers enjoy their successes, never worry about the future or their competitors.<\/p>\n

When technology market began to change in 1990, some people in the company saw a need for change to digital but they could not make it happen. Senior managers did not see the urgency, they ignored the suggestions of their workers since most only wanted to sit in comfortable offices, go to meetings, and collect large salaries.\u00a0 No one wants to do anything different. They talked about the need to improve but never acted on them.<\/p>\n

When a digital camera technology was invented, there was a lot of uncertainty regarding to change or not. Shifting from chemical film to computer printing means to change the company structure. Kodak’s core competency is in chemical manufacturing but digital camera requires competency in electronic and computer. From the business view, Kodak does not have a flexible strategy based on market needs because it was afraid to change its existing successful business. Over next ten years, Kodak workers watched digital camera getting popular and captured the market. The film’s market was declining but nothing happened until it was too late.<\/p>\n

The problem was that Kodak had a lot of complacency so it could not react quickly. Its past success is also its fatal failure. The lack of a vision and strategy for digital technology are the reasons that destroy the company. The digital camera pushed Kodak into “a position of panic\u201d and they began to reorganize and brought in new managers and new presidents. When newly hired people came, they lay off \u201cOld managers\u201d and created disruption in the company business. Managers who thought they were safe became the first victims. A manager explained: \u201cThe ship is sinking; no one can save it so you save yourself first.\u201d In the end, the company went bankrupt and most people, hundred thousands of them lost their job.<\/p>\n

A Wall street analysts explained: \u201cWhen technology change or when market change, if you do not change then you will be dead. In business there is no excuse. It is a lesson that companies and business students must learn. If you do not change, do not assume that others will not change. Your competitors are waiting for that moment to destroy you to capture the market.<\/p>\n","protected":false},"excerpt":{"rendered":"

V\u1edbi nhi\u1ec1u ng\u01b0\u1eddi qu\u1ea3n l\u00ed, \u0111\u1ea1t t\u1edbi th\u00e0nh c\u00f4ng v\u00e0 c\u00f3 \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed hi\u1ec7n th\u1eddi c\u1ee7a h\u1ecd cho ph\u00e9p h\u1ecd \u0111\u01b0\u1ee3c tho\u1ea3i m\u00e1i. Nh\u01b0ng … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-1249","post","type-post","status-publish","format-standard","hentry","category-nha-doanh-nghiep"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/1249","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1249"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/1249\/revisions"}],"predecessor-version":[{"id":1250,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/1249\/revisions\/1250"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1249"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1249"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1249"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}