PA710

1
PA710 ????????????????????(Strategic
Administration)
??.??????? ???????


2
???????????????

• 1.Theories, Concepts concerning Principles of
  Strategic Administration
• 2.Paradigm Shift
• 3.Economics of Speed Productivity Improvement

3

• Theories, Concepts concerning Principles
  of Strategic Administration

4
???????????????????? ( Strategic Administration)
)

• ??????? (Strategy)
• ????????? (Management) ????
• ????????? (Administration)

5
???????????????? ???????????????

• - ???????????????? (Public Administration)
  ?????????????????????????????????????????????
• - ??????????????? (public administration)
  ??????? ?????????????????????? ???????????????????
  ???????

6
??????? (James B. Quinn)

• ????????? ???????????????????????????????
  ?????????? ???????????????????????????????????????
  ????????????? ????
• - ?????????????????
• - ????????????????????????? Strength /Weakness
• - ?????? ????????????

7
???????

• ???????????????????????????? ? ????????????????
  ????????????????????????????????
• ??????????????????????????????????????????????????
  ???? ???????????????????????? ????????????????????
  ??????????????????????????????????????????????????
  ?????????

8
??????? ??????????????????????????????????????
????????????????
???????
???????? ???????
??????? ????????
9
?????????

• Management ??????, ???, ??? ?????????, ????,
  ??????, ?????? ???????? ???????????????????????,
  ????????????? ?????????????, ???????

10
?????????

• ??? ?????????????????????? ? ?????????????????????
  ???????
• ??? ??????????????????????????????????????????????
  ???? ?????????????????????????????
• ??? ?????????????????????????? 2 ????????
  ?????????????????????????????????????

11
?????????/?????????
????????? ????????????? ????????????
????????????
????????? ????????? ??????????
?????????? ????????/??? ????????????
???????? ???????????
12
???????????????????? What is.

• ???????????????????? ?????????????????????????????
  ?????????????????????????? (Mission) ??????????
  ??????????????????????????????????????????????????
  ????????????????????

13
????????????????????

• ??????????????????????????????? ?????????????????
  ? ????????????????????????????????????????????????
  ??? ????????????????????????????????????????
  ???????????????????????????????????????? ?
• - Continuous
• Iterative Process
• Cross-function Process

14
????????????????????
... ???????????????????????? ?????? ???????????
??????????????? ???????????????????/ ??????
?????????????????????????????????????? ????????

15
???????????????????? ( Strategic Administration)

• ??????? (Strategy)
• ??????????????????????
• ?????????? ??????????
• ?????????????

• ????????? (Administration)
• - ?????????
• - ?????????????
• - ????????????
• - ????????????

16
Management/Administration Function
P
O
SDCO
RB
17
????????????????????????????????
??????????????????????????????????????
??????? ?????????????? ????????? ???????
?????????????? ???????? ??????????
????????????????????????????????????????
18
????????????????????????????????

• ??????????????????????????
• ?????????????????????????????????????????????????
• ??????????????????????????????????????????????????
  
• ???????????????????????????????????????

19
?????????????????????????????????????? Why ?

• High Competition
• Increasing in demands of consumers
• Technology change

20

• Resource shortage
• Transition from industrial to knowledge society
• Dynamic of change
• Globalization of business information
  delivery system

21
??????????????? ????????????????????

• Involve in Management Functions
• Without Vision in planning
• Involve in stakeholder inside ones department
• Setting direction in advance in ones department

• Strategic management is a part of general
  management.
• vision in planning
• Involve in many stakeholders inside and outside
  the company
• Setting direction for the whole company

22
?????????????????????????????????

• Basic
• Forecasting
• Environment Analysis
• Environment Analysis and Instrument

23
??????????????????????????????? Result..

• Improved communication
• Increased understanding
• Enhanced commitment
• Higher productivity
• More effective strategies

24

• Influence, initiate and anticipate
• Be proactive
• Competitive Advantage (Survive)
• Advance Signal

25
?????????????????????????????????????????????

• ?????????????????????????????????
• ???????????????
• 2. ?????????????????????????????????????
• 3. ??????????????????????????????????
• 4. ???????????????????????????????
• 5. ??????????????????????????????

26
?????????????????????????????
????????????????????????
27
???????????????????????????????????

• ????????????????????????????
• ??????????????????????????????????????
• ?????????????????????????????????
• ????????????????????????????????????????????? ?
  ?????????
• ?????????????????????????????????????????????????
  ???????????

28
????????????????????????????????????????????

• ????????????????????????? (Line Manager)
• ??????????????????????????????????????????????????
  ????????????????????????????????????????????
• ??????????????????????????? (Supporting Manager)
• ????????????????
• ?????????????????

29
?????????????????????

• 1. ???????????????? ??????????????????????????
  ????????????????? ??????????? ???????????
• 2. ??????????????????????? ????? ???????
  ??????????????????????????????????????????????????
  ????????????? ????????????????????????????????????
  ??????????????????????????

30
?????????????????????

• 3. ??????????????????? ???????????????????????
  ??????????? ??????????????????????????????????????
  ???????? ?????????????? ???????????????
• 4. ????????????????????????? ???????????????????
  ??????????????????????????? ???????????????
  ?????? ???????????????? ????????

31
????????????????????????

• ????????????? ?????????????????????????
  ???????????????????????
• 2. ??????????????? ?????????????????????????????
  ??? ?????????????????????????????????

32
????????????????????????

• 3. ??????????????????? ?????????????????????
  ?????????????????????????? ???????????????????????
  ????????
• 4. ????????????????????????? ???????????????????
  ? ???????????????? ?????????????????????
  ?????????????????????

33
????????????????????????????????????????

• ????????????????????????/???????
• ???????????????????
• 3. ????????????????????????? ???????????????????
  ??

34

• ??????????????????
• (Paradigm Shift)

35
Paradigm ???????

• Paradigm Model, Pattern ?????? ????????
  ???????? ??????? ?????
• Paradigm ??????????? ????????????? --gt
  ????/?????????????????????? ? ??? ??????????????
  (Boundary) ??? ?????????????

36
Paradigm ???????

• Paradigm Shift ?????????????? ???????????????
  ???? ?????? 1970 ????????????????????????
  (????????/????) ?????????????????????????
  ???????????? Manufacture Paradigm ?????????????
  ????? ??????

37
Theory

• Is a system of generalization based on empirical
  finding or testable empirically
• Theory ??????? ???????????????????????????????????
  ????????? ???????????????? ???????????????????????
  ? ?????????????? ???????? ????????????????????????
  ?????????

38
Paradigm Shift

• Vision Shift
• Administration/Management Shift
• Strategy Shift
• Organization Shift
• Culture Shift
• Organization Culture Shift

39
Paradigm Shift

• Leader Shift
• Mission Shift
• Capital Shift
• Values Shift

40

• Vision Shift
• ?????????????????

41
??????????????????????????????????????

• ?????????????????
• ?????????????????????????????
• ?????????????????????
• ??????????????????
• ???????????????????????????????????
• ??????????????????????????????
• ?????????????????????????

42
?????????????????

• ????????????????
• ???????????????????????????????????
• ????????????????????????????????????
• ??????????????????????????????

????????????????????????????????????????
????????????????????????
43
?????????????????

• 1. Imaginable ????????????????? 
• 2. Desirable ?????????????????????????????????????
  ? ??????????????????????????????????? ??????
  ??????? ??????? 
• 3. Feasible ???????????????????????

44
?????????????????

• 4. Focused ??????????????????????????????????
  ??????????????????????????????????? 
• 5. Flexible ???????? ?????????????????????????????
  ??????? ??? 
• 6. Communicable ??????????????????????????????????
  ?????

45
?????????????????????????????

• ??????????? ??????????? ???????????????????
• ???????????????????????????????????????????????
• ???????????????????????????????????????
• ???????????????????????????????????
• ???????????????????????????????????
• ??????????????????????????????????

46
???????????????????????????

• ?????????????????????????????????
  ????????????????
• ?????????????????????????????????????????
• ????????????????????
• ????????????????????????????????????
• ??????????????????????????????????????????????????
  ????????????????????? ??????????????????????

47
???????????????????????????

• ?????????????????????????????????????
• ??????????????????????????????? Top-Down
• ??????????????????????????????????????????????????
  ??????????????

48
???????????????????????????

• ??????????????????????????????????????????????????
  ??????????????????????????????
• ??????? ???????????????????????
  ????????????????????????????????????????????????

49
?????????????????????

• ?????????????????
• - ?????????????????????????
• - ?????????????????????????
• - ????????????????????????
• - ?????????????????????????
• 2. ?????????????????
• 3. ????????????????

50
?????????????????

• ??????????????????????????????????????????????????
  ???????????????????????????????????????????
  ?????????????????? ?? 3 ??????? ???
• What Where When

51
?????????????????

• ?????????????????????????? ????????????????????
  ????- ????
• - ????
• - ????

52
?????????????????

• ????????????????????????? ?????????????????????
  ?? ????
• -
• -
• -

53
??????????????????

• ???????????????????
• - ????????????
• - ??????????????????????????????????????????????
  
• - ??? ? ?????????????????????????
  ??????????????????????????

54
?????????????????

• ???????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???????? ????????????????????? ???????????????????
  ???????? ??????????? ???????????
  ????????????????????????????????????????
  ?????????????????????????? ???????????????????????
  ??????????????????

55
?????????????????

• ???........?????????????????????????????????????
  ????????????????????????????????????
• .?????????? ???????????????????????????????????
  ????????????????????

56
?????????????????

• ????????????????????????????????? ????????
  ??????? ??????? ????????????? ??????? ???????
  ???????????????????? ?????????????????????????????
  ??????????????????????????

57
?????????????????

•   .???????????????????? ???????????
  ??????????????????????????????????????????????????
  ????
• ?????????????????? ??????????????????.......?????
  ?? ????????

58
?????????????????

• ?????????????? ????????????
• ????????????????????????????? ????????????????
• ???????????? ?????????????????
• ???????????? ???????????????????????
• ?????????????? ???????????? ??? ??????

59
?????????????????

• ????????????? ???????????????????????????
  ?????????? ?????? ????????????????
• ?????????????????????????????????

60

• City of Life and Prosperity
• ???????????????????????????
• "????????????????????? ????????? ??????
• ??????????????????????? ???????????????
• ?????????? 

61
?????????????????

• ??????????????????????? ?????????????????????????
  ??????????????????????????????
  ???????????????????????? ?????????????????????????
  ????????????????????????????????
• ????????????????????????????  ???????????????????
  ??????????????????????? ??????????????????????????
  ???????????????????????????????????????

62
???????????????

• " ???????????? ??????????????????????????????????
  ????????????????? ??????? 2551 ???????????????????
  ???????????????

63
??????????????????? ??????????????????????? 9
?.?.2545-2549

• ??????????? ????????????????? ??????
  ????????? ???????? ???????????????????????
  ???????????????????? ??????????????????
  ?????????????????????????????????
  ????????????????????????

64
??????????????????? ??????????????????????? 9
?.?.2545-2549

• ????????????????????????????????
  ?????????????????????????? ??? ??? ???????
  ?????????????????????????????

65
??????????????????? (???? 10)

• ???????????? ??????????????????????????? (Green
  and Happiness Society) ??????????????????????????
  ????????????? ?????????????? ?????????????
  ????????????? ???????????????? ?????????
  ??????????? ?????????????????????????????????????
  ???????? ????????????????????????????????????????
  ??????? ?????????????????????????????????????????
  ?????????????????? ???????????????????????????????
  ???????

66
???????????????????

• ???? 1 - 4 ?????????????????
• ???? 5 - 6 ?????????????????? ???????? ??????????
• ???? 7 ?????????????? ???????? ?????
  ????????????????????????????????????

67
(No Transcript)
68
(No Transcript)
69
??????????????????

• ?????????????
• ???????????
• ???????????????????????? (???????)
• ???????????????????
• ???????????????????
• ??????????

70
???????????????????????????????????

• ??????????
• ???????????????????????
• ?????????
• ?????????????????????????????
• ??????????????????????

71
??????????????????????????????

• ????????????????????????? ???????????????????
• ????????????????????????????? ????????????????????
  ?????????
• ???????????????????????????????????
• ?????????????????????????????
• ???????????????????????? ???????????????

72
?????????????????????????

• ???????????? ????????????? ??????????????
• ?????? ?????????????????? ?????????????????????
• ???????????? ????????????? ???????????????????????
  ????????????????????????
• Joel Barker

73

• Administration/
• Management Shift

74
????????????????????????????? (Nicholas Henry)

• ???????????????????????????????? 1990-1926The
  Politics/Administration Dichotomy
• ????????????? 1927-1937
  The Principles of Administration
• ???????????????? ??? ????????? 1950-1970 Public
  Administration as Political Science

75
?????????????????????????????

• ???????????????????????????? 1956-1970
  (Public Administration as
  Management)
• ???????????????????????????????????
  1970-????????? Public Administration as Public
  Administration

76
??????????????????????????????(Marini,1971)

• ???????????????????????????????????????????
  relevance
• ?????????????????????? values
• ??????????????????? social equity
• ?????????????? change

77
??????????????????????????

• Efficiency
• Effectiveness
• Social equity
• Public interest
• Democratic morality
• Responsibility
• Ethics

78
??????????????????????????

• Democratic morality
• Participation
• Virtue
• Secrecy
• Responsibility
• Public accountability
• Commitment

79
??????????????????????????

• -Responsiveness
• -Devotion
• -Hard-working
• -Secular rationality
• -Equalitarianism

80
??????????????????????????

• -Rule of Law
• -Innovation
• -Universal norms

81
?????????????????????????????????????????

• Rational
• Rule of laws
• Efficiency
• Participation
• Decentralization
• Public interest
• Social equity

82
??????????????????????????????????

• 1. Osborne and Gaebler, 1992
• 2. Guy Peter,1996
• 3. J. Nelson, 2002
• 4. Administration/Management Tool

83
Osborne and Gaebler, 1992

• ???????????????????????????????????????????
  ????????? 10 ??????
• 1. Catalytic Government
• 2. Community- Owned Government
• 3. Competitive Government
• 4. Mission-driven Government
• 5. Results-Oriented Government

84
Osborne and Gaebler, 1992

• Customer-Driven Government
• Enterprising Government
• Anticipatory Government
• Decentralized Government
• Market-Oriented Government

85
Guy Peter,1996

• Peter ??????????????????????????????? 4 ??????
• ????????????? Market Models
• ??????????????????? Participative State
• ??????????????????????? Flexible Organization
• ????-??????????????????? Deregulated Government

86
Pillar of Progress
J. Nelson,2002
87
Pillar of Progress

• 1.Good governance (Democracy, Framework
  condition, Anti corruption)

88
Good Governance

• ?????????????????????????????????
• ??????????????/???????????
• ??????????????????
• ?????????????????????????????????????????
• ???????????

89
????????????????????????? ?.?. 2542
Good Governance
????????????
???????????
???????????????
?????????????????
???????????????
?????????????????
90
Rule of Law

• ????????????
• - ???????????????????
• - ???????????????????????????
• - ??????????????????????????????
• - ?????????????????????????????????

91
Virtues

• 2. ???????????
• - ??????????????????????????????????
• - ????????????????????????????????????
• - ??????????????????????????????????
  ?????????????????????????????????
  ????????????????????????????

92
Accountability

• 3. ??????????????????
• - Administrative Accountability
• - Legal Accountability
• - Professional Accountability
• - Political Accountability
• - Moral Accountability

93
Participation

• 4. ?????????????????
• - ?????????????????
• - ???????????????????????????????????
• - ???????????????????
• - ?????????????????????
• - ???????????????????
• - ????????????????????????

94
Transparency

• 5. ???????????????
• - ????????????????????
• - ?????????????
• - ????????????
• - ????????????????????

95
Cost Effective or Economy

• 6. ??????????????? ???????????????????????????????
  ????????????? ?????????????? ??????????
  ??????????????????????
• -???????????????
• -??????????????????

96
Pillar of Progress

• 2. Fair and efficient markets (productivity,
  innovation, competition)
• Market System
• Legal Monopoly
• Free Trade (Comprehensive, Who, Reciprocity,
  Rule)
• 3. Active civil society (freedom of speech, open
  media)
• Individual
• Group

97
?????????????????????????????????????????
??????
- ??????????????????
- ???????????
- ????????????
- ?????????????
?????????????????????????????
- ????????????????
- ?????????????????
- ?????????????????
?????????????
?????????
- ????????????????
- ?????? ??????
- ?????/???????/?????/?????
- ????????????????????????
- ?????/?????????????????
- ?????????????????????????
- ???????????????????????? ????????????
- ?????????????????????????? ??????
98
?????????????????????????
???????????????

• ?????????????????????????? -
  ???????????????????????????????
• - ???????????????????? -
  ???????????????????
• (Management for status Quo) (Change agent)
  
• ???????????????????????? - ????????????????????
  ?????????????
• (Regulation)
• ??????????????? -
  ?????????????
• ?????????(Boss Oriented) -
  ?????????????????
• - ?????????????????????? - ?????????
  ??????????????
• - ???????? (Centralization) - ???????????
  (Decentralization)
• - ????????????? (Controller) -
  ?????????????????????
• - ?????????????????????? -
  ???????????-??????????????
• - ????????????-??????? -
  ????????????
• ?????????????????  
• - ??????????????????????? -
  ??????????????
• ???????????????????? -
  ??????????????????????
• ?????????????????????????
  ????????????- ????? - ???????
• - ????????????????? -
  ?????????????????

99
Administration/Management Tool

• Activity Based Management
• Balanced Scorecard
• Benchmarking
• Change Management Programs
• Contingency Planning
• Core Competencies
• Corporate Code of Ethics

100
Administration/Management Tool

• Corporate Venturing
• Customer Relationship Management
• Customer Segmentation
• Customer Surveys
• Downsizing Economics
• Value-Added Analysis
• Growth Strategies

101
Administration/Management Tool

• Knowledge Management
• Stock Buybacks
• Strategic Alliances
• Strategic Planning
• Supply Chain Integration
• Total Quality Management ( TQM )

102
Administration/Management Tool

• KAIZEN
• Re-engineering
• Re-inventing
• Good Governance
• HR Competency
• Learning organization

103
EX Balance Scorecard

• ??????????????????????????????????????????????????
  ??????????? (Strategic Implementation)
  ?????????????????? (Measurement)
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????

104
???????????????? Balanced Scorecard

• Balanced ??? ????????????????????????
• ?. ????????????????????????????????????? ??????
  ?????????? ?????????????????? ????????????????????
  ?? ????????? ?????? (Perspectives) ???? ?
  ????????? BSC ???????

105

• ?. ??????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????? ?????????????????????????????????? ????
  ??????????????????????????????????? ??? BSC
  ??????????????????????????????????????????????????
  ???????????(???????????) ?????????????????????????
  ?????????????????????????????

106

• ?. ???????????????????????????????????????????
  ????? BSC???????????????????? (Customer
  perspective) ?????????????????????????????????????
  ?????????????????????? ???? ???
  ???????????????????????????????
• ?. ???????????????????????????????????????????????
  ?

107

• ?. ????????????????????????????????????
  ?????????????????????
• 2. Scorecard ??? ????????? ???????????????????????
  ?????????????????????????? ???????????????????????
  ??????????? ???????????????????

108
Balanced Scorecard ???????????????????

• ??????????????????????????????????????????????
• ??????????????????????????????????????????
• ????????????????????????????????????????????

109
Balanced Scorecard Cause-Effect Hypothesis
????????
Financial
4. Increased customer satisfaction will lead
to better financial results.
3. Improved work processes will lead to increased
customer satisfaction.
Customer
2. Skilled, empowered employees will improve The
ways they work.
Internal Process
1. Knowledge skills of employees is foundation
for all innovation and improvements.
Learning Growth
110
Balanced Scorecard ????????????
Customer
Internal Process
Learning Growth
Financial
111
EX Customer Perspective

• ???????????????????? ?????????????????????????????
  ???
• ???????????????????????? Focus ???????????????????
  ?????????????????????????????? ???????????????????
  ?????????????????
• ??? 2 ???? ??????????
• How do we see our customers?
• How do the customers see us?

112
????????????????????????????
Customer Perspective

• ???????????????? (Customer perspective) core
  measurement ??????
• Quality
• Customer Satisfaction
• Effective organization
• Close to customer
• Market share
• Customer retention
• Customer acquisition

113
Innovation Process
Internal process perspective

• ???????????????? Support Process
• ??????????????????????????????????????????????????
  ????????????????????????????????????????????
• Marketing Research
• Product Development

114
Operation Process
Internal process perspective

• ??????????????????????????????????
  ???????????????????????????
• ??????????????????????????????
  ???????????????????
• Build the Products/Services
• Deliver the Product/Services

115
Internal process perspective

• ???????????????????????
• Logistics
• After sales service
• ??????
• Any where, Any Time

116
After sales service
Internal process perspective

• ????????????
• ????????????
• ????????????????????????
• ???????????????
• ???????????????????????

117
BSC ?????????????

• ????????? ?.?.?????? BSC ????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ????????????? ? ??????

118
BSC ?????????????

• ??????????????????????????????????????????
• ????????????????????????????????
• ??????????????????
• ?????????????????

119
????????????????? BSC ??????????????????????????

• ???????????????????????????????????
• ??????????????????? ??????????
  ???????????????????????????? ?????????????????????
  ?????????
• 2. ?????????????????????????
• ??????????? ???????????????? ????? ????????
  ??????????????? ??????????????????????????????

120
????????????????? BSC ??????????????????????????
(???)

• 3. ???????? ???
• ????????????????????????????????? ????????
  ??????? ????????????????? ????????????????????????
  ?????????????????

121

• 4. ??????????
• ??????????? ??????????????????????????????????
  ??????????????????????????????????????????????
  ??????????????????????????? ??????????????????????
  ????????????

122
Knowledge Management KM

• ????????????????
• ????????????????????????????????????????????????
  ???????????????????????? ?????????????????????????
  ????????????????? ? ?????????????????????????/????
  ????? (World Bank)

123
Knowledge Management

• ???????????????????? ???????????????????????????
  ?????? ??????????????????????????????
  ??????????????????????????????????????????????????
  ????? (European Foundation for Quality)

124
Knowledge Management

• ???????????????? KM
• ???????????????? (???????????)
• - Head (??????????????????????????)
• - Paper (?????????????????)
• - Electronic (???????????????????????????)
• - Knowledge Base ,It (?????????????????)

125
????????????????

• Document (????????????????,????,?????????)
• Rule (????????????????,???????????,??????)
• Practice (??????????????,?????)
• System (??????????????????????????????????)
• Communication (??????????,??????????,??????????)

126
????????????????

• Experience (?????????,??????????)
• Mind of individual (????????????????????)
• Talent (????????)
• Tacit Knowledge (???????????????????)

127
???????????????????????????

• ?????????????????????????
• ??????????????
• ????????????????
• ????????

128
???????????????????????????

• ?????????????????????????????
• ???????????
• ?????????????????
• ??????????????

129
???????????????? ??????????????????????
(Knowledge Management KM)
Knowledge Sharing (KV) ????????????? ?????????
???????? ???????? ?????????????
Knowledge Vision (KV) ?????????? /
???????????????????????????????
Knowledge Assets (KA) ???????????????????
???????????? ???????????????????????????
130
EX Change Management Program
131
????????????????????
??????????????????? (PEST)
?????????????????? (7S, Mckinsey)
Structure
Technology
Shared Value
Political/ Legal
???????
Style
System
Staff
Strategy
Skill
Social
Economic
132
General Environment

• Factor Opportunity
• Politics
• Economics
• Social
• Technology
• Culture
• Demographics

133
Specific Environment

• Customers
• Competitors
• Suppliers
• Regulatory Group

134
Organizational Environment

• - Employees
• - Unions
• - Shareholders
• - Communities
• - Suppliers
• - Media

135
Organizational Environment

• - Customers
• - Social and Political
• - Competitors
• Trade and Industry Associations
• - Governments

136
??????????????????????????????????
??????????????????? - ????????????????? -
????????????????????? ?????????????????
- ??????????????????? ???????????????
??????????????????? - ????????????????????????
? ????? Knowledge based -
??????????????????????? ????????????????????
?????? ????????? ?????? ?????????
???????????????? - ???????????????????????????
- ????? Corruption ??????????????? -
?????????????????????? - ??????????????
??????????????????? - ??????????????????????
???????? ?????????????
137
?????????????????????????????????

• ????????????????
• ????????????????????????????????
• ???????????????????????
• ????????????
• ???????????? ?????????????
• ?????????
• ??????????????????
• ???????????????????????
• ????????????????????

138
Leadership
??????????????? ??????????????????????????????????
????????
???????????????? ???????????????? ?????????
??????????????
139
Leaders VS. Managers
Leaders
Managers
140
????????????????????????????

• An ability to work with a wide range of people
• Good communication skills
• A good understanding of why change is necessary
• Sufficient resources to make change happen
• Able to take and tolerate risk
• Able to delegate
• Able to listen to what other people are saying
• Able to respond to what people are saying
• Good sale skills

141
????????????????????????????

• Good analytical and conceptual skills
• Be skilled in problem-solving techniques
• Be an able and willing coach
• Be a good builder to team effectiveness
• Be able to keep track of progress
• Be able to maintain focus in a changing
  environment
• Be interested in the company and in change
• Good knowledge of the product development
• Be creditable

142
????????????????????????????

• Be optimistic
• An ability to present the results in a way that
  easy to understand
• Able to behave in the project as if the change
  has already occurred
• Be able to stay with the change project
• Be able to go back to top management

143
EX Strategic Alliances

• Products Service
• Promotion
• Logistics
• Price
• Capital

144
EX Corporate good ethics

• ??????????????????????????????????????????????????
  ?
• 1. ???????????????????????????????? (Good
  Corporate Governance)
• - ????????????
• - ???????????
• - ???????????????
• - ??????????????????

145
EX Corporate good ethics

• - ?????????????????
• - ???????????????
• - ?????????????
• 2. ?????????????????????????????????
• 3. ??????????????????????????????????
• 4. ???????????????????????????????????
• 5. ???????????????????????????????????????????????
  ???

146
EX Corporate good ethics

• 6. ?????????????????????????????????????????
• 7. ????????????????????????????????
• 8. ??????????????????????????????

147
EX ????????????????????????????(Total Quality
Management TQM)
????????????????????????
?????????????????????
????????????????????
?????????????????????????
148
????????????????? TQM

• ??????????????????????????????????????????????????
  
• ???????????????????????????????? ??? ?????? (Next
  Process is Customer)
• ?????????????????????????????????? (Process
  Orientation)
• ??????????????????????????????????????????????????
  ?? (Standardization)
• ???????????????????????????????????????
  ??????????????????????? (Prevention)
• ??????????????????????????????????????? PDCA
  Cycle
• ??????????????????????????????????????????????????
  ????????????????????? (Management by Fact)

149
EX KAIZEN ?????????????????????????
?????? (KAIZEN)
???????????????????????????????
???????????????????????????
????????????????/????????
150
???????????????????????????????
151
EX ?????????????????????????
Competency ??????? ????????????? ???????
?????????? ??????? ???????? ??????????????????????
??????????????????????????????????????????????????
?? ?????????? ????????????????????????????????????
??????????????????????????
152
???????? Competency

• ?????????????????
• ??????????
• ??????????????????????????????????????????????????
  ?????
• ???????????????????????????????????????????????
• ???????????????????????????????????
• ??????????????
• ???????????????????????????
• ?????????????????
• ??????????????????????????????????????????
• ?????????????????????????????
• ???????????????????
• ?????????????????
• ?????????????????????
• ?????????????????
• ?????????????????????

Competency ????
153
Organization Shift

• Change Rapidly
• Less Rigidity
• More participation
• Decision making decentralize
• Committee ??????????,??????
• Flat Organization ??????????????

154
Contrast Span of Control
155
The Bureaucracy
156
Organization Shift

• Democracy (?????????????,???????????????)
• Temporary Organization(???????????????????????????
  ?)
• Dynamic (?????????????????????)
• Flexible (????????????????????)

157
Organization Shift

• Customer oriented (??????????????,???????????????)
  
• Any where, any time (????????????????????????????)
  
• Globalization (??????,???????????)
• Human Resource (?????????????)

158
Strategy Shift

• Marketing (????????)
• Price (????)
• Sales
• After Sales Service
• Logistics
• Production

159
Strategy Shift

• Financial
• Human Resource
• Promotion
• Advertising (????????)
• Delivery

160
Culture shift ???????????????

• Ex I am ready
• Integrity (?????????????????????????,????????????
  ???????????????)
• Active (??????????????????)
• Moral (?????????????,????????,?????????????????)
• Relevant (??????????,????????????,????????????)
• Efficiency (???????????????????????)
• Accountability (?????????????????????????????????
  ??,??????????)
• Democracy
• Yield (????????????????????????????,?????????????)
  

161
Organization Culture Shift

• 1. Re-engineering(???????????????)
• 2. Re-inventing(??????????????????)

162
Re-engineering

• Hammer Champy ????????????
• Fundamental ????????????????????????????????
  ????????????????
• Radical ??????????????????
• Dramatic ????????????????????????
• Process ?????????????,?????????????????????
• Technology ???????????????????????????????????
• Hierarchy ???????????????????????
• Empower ??????????????????? ??????????????????????
  ????? ?????????????

163
Re-inventing

• - Government Downsizing ???????????????
  ???????????????
• - Employment Reduction ???????????????
• - Efficiency, Effectiveness ?????????????????????
  ???????
• - Service Equity, Transparent ???????????????????
  ???????,???????
• - Organization Restructure ??????????????????????
  ??
• - Rationalization of Functions
  ?????????????????????????????????
• - Privatized, Contract Out,???????????
  ???????????????????????????????????????????????
• - Deregulation, Decentralization,????????????????
  ??????????????????????????,???????????????????????
  ?????????????????????
• - Offloaded Government Service
  ???????????????????????????

164
Re-inventing

• Decontrol ??????????? ????????????????
  ???????????
• Citizen Participation ????????????????????????????
  ??
• Customer-Oriented Services ??????????? ?????????
• Citizen Center ????????????????????
• KPI Key Performance ?????????
• Performance Appraisal ???????????????
• Entrepreneur ??????????????????????????

165
???????????????????????????????

• ???????????????????????????????? ? ??????????
• ????????????????????????????????????
  ??????????????????? ????????? ??????????
• ??????????????????????????????????????????????
  ????????????????????? ???????????????

166
???????????????????????????????

• ???????????????????? ???????????????????????
  ??????????????????????? ??????????????????????????
  ? ????????????????????????
• ????????? ???????????????????? ??????????
  ???????? ??????????? ???????????????

167
??????????????

• - ????????????????????????????????????????????????
  ????????????????
• ???????????????????????? ?????????????????????
  ???????????????? ????????????????????????????????
  ?????????????????????????????????????????
• ???????????????????????????????? ????????????????
  ???????? ???????? ????????????????????????????????
  ??????????

168
Leadership

• Visionary Leadership
• Communicative Leadership
• Ethical Leadership ???????
• Participation Leadership ?????????????
• Open-Minded Leadership ???????????????????????

169
Leadership

• Empowerment Leadership
• ???????????????????? ???????????? ????????
• Change Catalyst Leadership
• ??????????????????????????????????
• Planner Leadership
• ??????????????????????????????????????????

170
???????????????????

• ??????????????????????????? ??????????????????????
  ????
• ???????????????? ???????????????????? ???????????
• ????????????????????????????????????????
  ???????????
• ?????????????????????? ?????????

171
?????????????????????????

• ??????????????????????
• ?????????????????????????????????
• ?????????????????????????????????????
• ?????????????????????
• ??????????????????????????????????????

172
?????????????????????????

• ?????????????????????????????????????????????????
  ????????????????????
• ??????????????????????????????
  ?????????????????????????????
• ??????????????? ???? ??????? ????????????????????
  ? ???????????????????????

173
Mission ???????

• ????????????????????? ????????????????????
  ?????????????????????????????? ???????????????????
  ???????????????????????????????????????????
  ????????????????????????????......
• ?????????????????????????....

174
???????????????? ???? 10

• ??????? ??????? ???????????????????????????
• - ?????????????????? ??????? ????????????????????
  ????
• - ?????????????????????????????
  ????????????????????

175
???????????????????? 10

• - ????????????????????????????????????????????????
  ???????????????????????????????
• ???????????????????????????????????????
• ??????????????????????????? ????????????????????
  ????????????

176
Objective

• ??? ???????????????????????????????????????????
• EX
• To be number 1 Marketing company among overseas
  marketing companies, target 100 Billion Baht
  Gross Sales in 2008.
• To be number 1 in (Product/Area) .
• Sales / person/year

177
???????????????????????? ??????? 10

• ?????????????????????????
• ?????????????????????????????????
• ??????????????????????????????????????????????????
  ??????????
• ??????? ??????? ??????????????????
• ??????????????????????????????????????????????????
  ? ???????

178
???????????????????????? ??????? 10

• 5. ???????????????????????????????????????????????
  ???????????????????????????????????????
• 6. ???????????????????????????????????????????????
  ????????????????????????????
• 7. ???????????????????????????????????????????????
  ???? ??????????????????????

179
???????????????????? ??????? 10

• ???????????????????????????????????????????????
• ????????????????????
• ??????????????????????????????????????????????????
  
• ??????????????????????

180
Capital Shift

• From Physical capital to Knowledge capital
• Present and Future Wealth of the Nation stems
  from different focus
• Leading to lifestyle and Quality of Life of
  the people

181
Values Shift

• 1. Moral Courage
• 2. Integrity Responsibility
• 3. Transparency Accountability
• 4. Nondiscrimination
• 5. Result Orientation

182
??????????????????

• Context Thinking
• Forward Thinking
• Visionary Thinking
• Matching Thinking
• Holistic Thinking
• Systems Thinking
• Customer Value Thinking

183
?????????????????? (???)

• Benchmark Thinking ??????????????????????????????
• Dynamic Thinking ???????????????????????
• Quality Time Quantity Time
• ???????????????????????
• Impact Thinking ??????????
• Innovative Thinking ?????????????????????????????
• Gray Thinking ????????????
• Planner Thinking ?????????????????

184
Economics of Speed and Productivity Improvement
185
Strategic Change

• IT
• Globalization
• Liberalization
• FTA

186
Strategic Change (???)

• Customs Union
• Common Market
• Economic Union

187
ITInformation Technology

• 1. Computer
• 2.Telecommunication

188
PRV

• PProcess
• RResource
• VValue

189
Process

• Hiring and Training
• Product Development
• Manufacturing
• Planning and Budgeting
• Marketing Research
• Resource Allocation

190
Resources

• Brand
• Product
• Information

• People
• Technology
• Equipment
• cash
• Distribution channels

191
Values

• Cost Structure
• Income Statement
• Customer Demands
• Size of opportunity
• Ethics

192
Productivity
??????????? ????????????????????????????????????
?????????????? ???????????????????????????? ??????
????? ???????????????????????????????????
?????????????????????????????? ???????????????????
? ???????????????????????
193
QCD-SMEE

• Q Quality
• C Cost
• D Delivery
• S Safety
• M Morale
• E Environment
• E Ethics

194
Quality

• ?????????????????????????????????????????????????
  ????????????????????????? ????????????????????????
  ?????????
• - ?????????????????????????????
• - ??????????????????????????
• - ??????????????

195
Cost

• - ????????????????????????????????????
  ???????????????????????????????????
  ???????????????????????????????
• - ???????????????????
• - ?????????????????

196
Delivery

• ???????
• ?????????????????
• ?????????????
• ????????????????????????????????????

197
Safety

• ???????????
• ??????
• ???????????
• ???????????

?????????????????????
Productivity
198
Morale

• ???????????
• ????????
• ????????????????
• ??????????????????????
• ?????????????????????????? ???? 5 ?,
  ??????????????????

199
Environment

• ????????????????????????
• ????????????????????????????

200
Ethics

• International Encyclopedia of Social Science
  (1968)
• ??????? ???????????????????????????
  ????????????? ????????? ?????????????
  ????????????? ???????????? ???????????????????????
  ???

201
Ethics

• ??????? ?????? (good) ??????????????????????????
  ???????????? ?????????????????? ???????????
  ??????????? (Right) ??????????? ??????????
  Frankena (1963, p. 81)
• ??????????????????? (Good) ??????????? (Right)
  ??????????? (Legitimacy) ????????????????????????
  (??????? ???????)

202
???????????????????????????? 2540

• ????? ?? ???????????????????????????????
  ??????????????????????????????????????????????????
  ??????????? ????????? ????????????????????????????
  ??? ????????????????????????????????????
  ???????????????????????????????????????????

203

• ??? ?.?. ??????????? 12 ???????? 2543
  ??????????????????????????????????????????????????
  ??????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?

204
????????????????????????? ?.?. 2542

• 1. ??????????????????????????????????????????????
  ????????????????????? ?????????????
  ????????????????????????????????????????????????
  ????????????????????????????????? ???? ????
  ?????????????????? ????????????????????
  ??????????????????????????????????????????????????
  ????? ????????? ?????????????????????????

205

• 2. ???????????????????????????????????????????????
  ?????????????????????????? ??????????????????????
  ? ???????????????????????????????? ?????????
  ?????????????????????????? ???????????????????????
  ? ???????????????????????????? ????????
  ?????????????????????? ???????????????????????????
  ??????????????????????????????????????????????????
  ??

206

• 3. ??????????????????????????????????
  ??????????????????????????? ??????????????????????
  ??????????????????????????????????????????????????
  ????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????

207
?????????????????????????

• 1. ??????????????????????????????????????????
  ?.?. ??????????? 21 ??????? 2542
  ?????????????????? ????????? ?????????????????????
  ? ?????????? ?????? ????????? ??????????
  ?????????????????? ??????????????
  ?????????????????????????????????????? ????????
  ?????????????????????

208

• 2. ??????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????? ???? ??? ??????????
  ????????????????????????????? ???????????????????
  ?????????????????????? ???????????????????????????
  ?????????? ???????????????????????????????????????
  ???????????????? ????? ??????????? ?????????????
  ? ????????????????????????????????????????????????
  ?????

209

• 3. ???????????????????????????????????????????????
  ??????? ????????????????????????????????????????
  ?????? ?.?. ??????????? 12 ???????? 2543
  ???????????????????????????? ???????? ?.?.

210

• 4. ????? ?????????????????? ??????????????????????
  ???????? ???????? ?.?. ???????????????????????????
  ?????????????????????????????

211

• ??????????????????????????????????????????????????
  ??? ???????? ????????????? ?
• 6. ????????????????????????? ?????????????????????
  ?????????????????????????????? ???????????
  ????????????????? ????????????????????????????
  (???.) ???????????????????????? (???.)

212
??????????????????????????????????????????????????
??????????????????????????? ?.?.2542

• ????????????????????????????? ????????????????????
  ???????????????????????????? ????????????????
  ??????????? ??????????????????????????
  ?????????????? ?????????? ??????????
  ???????????????????????????? ???????????????????
  ?????????????????????????????????????????????????

213
????????????????????????? ?.?. 2542
Good Governance
????????????
???????????
???????????????
?????????????????
???????????????
?????????????????
214
???????????????????????????? 2550

• ????? 74 ????????? ??????? ??????????????????
  ????????????????????????????????????
  ????????????????????????????????????
  ????????????????????????? ??????????????
  ??????????????????????????????????????????????????
  ?????????????????????

215
???????????????????????????? 2550

• ????? 78 ?????????????????????????????????????????
  ?????????????.. (4) ??????????????????
  ????????????????????????????????
  ???????????????????????????????
  ???????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???? ?????????????????????????????????????????????
  ???????????????????????????????????????????????

216
???????????????????????????? 2550

• ????? ??? ???????????????????????????????????????
  ??????? ????????? ????????????????????????????????
  ??????????????????????????????????????
• ??????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????? ??????????????????????
  ???????????????????????????????

217
???????????????????????????? 2550

• ???????????????????????????????????????????????
  ????????????????????????????????
  ??????????????????????????????????????????????????
  ??????? ???????????????????????????????????
  ??????????? ????????????????????????????
  ??????????? ??????????????????????????????????????
  ??????????????????????????????????????????????????
  ???????????????? ?????????????????????????????????
  ????????

218
???????????????????????????? 2550

• ?????????? ????? ????????? ???????????????????
  ?????????????????????????????????????????????????
  ????????????????? ????????????????
  ?????????????????? ???????????????????????????????
  ??????????????????????????????????????????????????
  ???????????????

219
???????????????????????????? 2550

• ????? ??? ?????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????????????????????????????????????????
  ??? ????????? ????????????????????????????????????
  ??? ????????? ????????????????????
  ????????????????????????

220
???????????????????????????? 2550

• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???????????

221
?????????????????? ???.51

• 1. ???????????????????????????????????
• 2. ???????????????????????????????????
• 3. ???????????????????????????????????????????????
  ????
• 4. ???????????????????????????????????????????????
  ?
• 5. ??????????????????????

222
Ethics VS Productivity

• - ???????????????????
• - ???????????????????????????????????????
• ????????????????????
• ??????????????????????????????????

223
Ethics VS Productivity

• ????????????????????
• ???????????????????
• ??????????????????
• ????????????????????????

224
Ethics

• 1. ?????????????????????????????? (Credit)
• 2. ???????????????????????????????? (Good Image)
• 3. ??????????????????????????? (Devotion)
• 4. . ????????????????????????????????????????
  (Happy ness)
• 5. ???????????????????????????????/???????
  ???????/???????? (Satisfaction)

225

????????????? ????????
??????????????????? ??????????
Win-Win
???????????? ????????
????????? ???????
??????????? ?????????/???????
226

Good Governance Good Corporate Governance
Fair Efficiency Market , Productivity Improve
Administration Strategy
Win/win
Active Civil Society
Change, Vision, Ethics, Environment