Tjan A K
Zefer Corporation, Boston, USA.
Harv Bus Rev. 2001 Feb;79(2):76-85, 156.
Eager to capitalize on the Internet's potential, many companies have allowed scores of on-line projects to bubble up throughout their organizations. The result? More harm than good, as companies find themselves confusing customers, aggravating employees, and wasting bushels of money. In this article, consultant Anthony Tjan explains how companies can do better. By adapting classical portfolio strategy to the digital age, executives can coordinate their Internet initiatives to avoid the needless headaches and spending, he says. Much of the market and industry data that underpin traditional portfolio analysis is unavailable for the Internet space, so Tjan replaces the two criteria used in traditional portfolio analysis--market position and industry attractiveness--with business viability and business fit. Viability captures the available quantitative data about an investment's likely payoff. Fit is qualitative; it measures the degree to which an investment dovetails with a company's existing processes, capabilities, and culture. Using viability and fit to assess their online initiatives, companies can then plot these efforts onto a simple matrix, called an Internet portfolio map. Their location on the matrix will suggest whether each initiative should be invested in, redesigned, sold or spun out, or killed. As Tjan notes, the process of organizing and evaluating new investment options against coherent, meaningful criteria isn't new. In the digital era, what is new are the tools you use. Internet portfolio planning is one such tool.
许多公司急于利用互联网的潜力，在整个组织中催生了大量在线项目。结果如何呢？弊大于利，因为公司发现自己让客户感到困惑，激怒了员工，还浪费了大量资金。在本文中，顾问安东尼·钱恩解释了公司如何才能做得更好。他说，通过将经典的投资组合策略应用于数字时代，高管们可以协调他们的互联网计划，避免不必要的麻烦和开支。支撑传统投资组合分析的许多市场和行业数据在互联网领域无法获取，因此钱恩用商业可行性和业务契合度取代了传统投资组合分析中使用的两个标准——市场地位和行业吸引力。可行性获取有关投资可能回报的可用定量数据。契合度是定性的；它衡量一项投资与公司现有流程、能力和文化的契合程度。利用可行性和契合度来评估其在线计划，公司随后可以将这些努力绘制到一个简单的矩阵上，即互联网投资组合地图。它们在矩阵中的位置将表明每项计划是应该投资、重新设计、出售或剥离，还是取消。正如钱恩所指出的，根据连贯、有意义的标准来组织和评估新投资选项的过程并不新鲜。在数字时代，新的是你使用的工具。互联网投资组合规划就是这样一种工具。
