[????][????][????][???][?????][????][AT&T?][???][???]????? ??, ????? ??, ???? ??? ????(AT&T?, ???, ???, ????, ????, ????)

1. ????(goal setting)

??? ??, ???? ? ???? ?? ???? ??? ??? ?????? ??? ??????? ???? ??? ????? ?? ???? ??? ????.

2. ??-????(product-market strategy)

?????? ??? ????? ??, ????? ???? ? ?? ???? ???? ??? ?? ? ??? ?????.
???(??)??(domain strategy) : ??-???? ? ??? ??(??)?? ???? ???? ?? ?? ??? ???.
????(competitive strategy) : ?????? ???????? ???? ?? ??? ??? ???? ???? ??.

3. ??????(structural change strategy)

??? ??? ??? ??? ????? ??? ???? ??? ? ??? ?????.
??????(distinctive competence strategy) : ??????, ???? ? ????? ?? ????? ???? ?? ?? ??? ???? ???????? ?? ????.
??? ?????(structural rationalization strategy) : ?? ?? ??? ??? ??, ??? ??? ? ??? ?? ? ?? ??? ?? ??? ?? ? ??? ???? ??? ????? ???? ???? ?? ????. ?? ?? ??? ????? ???? ??.

¢ò. ????? ??

??? ????? ???? ?? : ?????, ????, ???? ?
??? ??? ??? ??
???? : ??? ????? ???? ???? ????? ???? ???? ? ? ?? ??? ????
???? : ??? ????, ????
??? ?? -> ??? ??? ?? -> trade-off
? ????? ??? ?? ????? ??? ???? ???? ???.