//

Part 2.

?

VS.

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-

,

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www.career.go.kr

www.work.go.kr

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Vision

Mission

Value

Strategy

()

()

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: Mission

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: Volvo View of Value

:

,

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: Vision

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: BiC

BIC products make the consumer's life easier

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Vision 2020: 100 & 100- 2020

100

100

Q. ?

Q. ?

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Spirit ?

Vision

Mission

Value

Strategy

()

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. VS. .

. VS.

. .

,

,

.

[] :

, CEO

/,

HR,

[] :

MEME,

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https://www.youtube.com/watch?v=tG56d9q7bkY15 of 111

()

16 of 111

? ? ?

17 of 111

https://www.youtube.com/watch?v=nzj7Wg4DAbs18 of 111

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. ?

,

.VS.

,

.

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(Milgram) (1/3)

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(Milgram) (2/3)

Experimenters prods

(in a firm voice, but not impolite)

Prod 1: Please continue.

or Please go on.

Prod 2: The experiment requires

that you continue.

Prod 3: It is absolutely essential

that you continue.

Prod 4: You have no other choice,

you must go on.

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(Milgram) (3/3)

Voltage indication Numbers of subjects (out of 40) for whom this was maximum shockSlight shock 15~60 V 0

Moderate shock 75~120 V 0Strong shock 135~180 V 0

Very strong shock 195~240 V 0

Intense shock

255 V 0270 V 0285 V 0300 V 5

Extreme intensity shock

315 V 4330 V 2345 V 1360 V 1

Danger: severe shock

375 V 1390 v 0405 V 0420 V 0

XXX 435 V 0450 V 26

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?

24 of 111

?

Identity ()

&

Identification ()

Vision

Mission

Value

Strategy

()

26 of 111

vs.

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28 of 111

A

B. Mission

C

D. Value

( )

:

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, . . , . , . , . , . . . 1, . . . (CAS).

. . .

. . , . , ?

[],

2016.08.09

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?

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??

(Competing for the Future, 1996) - Gary Hamel() & C. K. Prahalad()

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.

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, , 37 of 111

=

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(As-is)

Perception

of As-is

Hidden Gap

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Want to-be

Espoused theory(Beliefs & values about what people say)

Wanna-be being

() (, ) Want to be.

.

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?

41 of 111

-

,

42 of 111

(Artifact)

() -() - () () -()

(), (), (). .

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: /

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?

, , /

3

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46 of 111

1.

2.

3.

4.

5.

6.

48 of 111

1. ( )

49 of 111

2.

(),

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3. ( )

(), ,

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4. (, , )

) (),(/ )

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5.

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6.

,()

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, Emotional Impact

127

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()?

?

(),(, , )?

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? (Video)

https://www.youtube.com/watch?v=Xj9FPqUyfhc58 of 111

?

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+ -

Change

NoChange

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,Rapid Small Success.

. Switching Cost.

, .

, .

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0. Ready(

)

- /?

?

- ()?

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?

As-Is To-be(Maybe?)

!!

!~ ?

, ,

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Prototyping

1. Prototype 2. Pilot test(: , )

3. Pilot test Small Success (, Pilot test, , Pilot test)

4. Broker5. /

( Pilot test)

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Prototype Test

,

New Comer

To-be Prototype

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+ -

Change

NoChange

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To-be

- , . .

- To-be Prototyping Pilot test,

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()

()

1

2

3Unfreeze

Change

Refreeze

: Kurt Lewin(1951)

()

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1. Unfreeze

Unfreeze

()

1

2

3Unfreeze

Change

Refreeze

: Kurt Lewin(1951)

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, , /

3

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Mission Value

Vision

Mission

Value

Strategy

()

, Way of Thinking & Doing

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/

Mission Value

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: !

1. ,

3. , ()

2.

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,

1~3

2. Change

Change

()

1

2

3Unfreeze

Change

Refreeze

: Kurt Lewin(1951)

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A

B. Mission

C

D. Value ( )

[] . .

B. Mission ( + )

Mission

D. Value

Mission Core Value

A C

MissionMission 81 of 111

/

Mission Value

82 of 111

S

Tipping Point

,

, Tipping point:

Small Success

,

83 of 111

J

,

- , ,

- ,

84 of 111

C-toy

85 of 111

3. Refreeze

Refreeze

()

1

2

3Unfreeze

Change

Refreeze

: Kurt Lewin(1951)

()

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https://www.youtube.com/watch?v=EqXL7xC-4Y4

?

20%

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/

90 of 111

,/

/,

91 of 111

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!

,

Q&A

sungjin.bigpark@gmail.com010-6416-1169

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mailto:sungjin.bigpark@gmail.com

// 2 ? : Mission: Volvo View of Value: Vision : BiC Spirit ? . VS. . () ? ? ? . ?(Milgram) (1/3)(Milgram) (2/3)(Milgram) (3/3) ? ? 25 vs. ? 33 . = Wanna-be being ? - (Artifact) : / ? 47 1. ( )2. 3. ( )4. (, , )5. 6. 55 , Emotional Impact ? ? (Video) ? 62 ? Prototyping Prototype Test () 70Unfreeze Mission Value / : ! 79Change / S J 86Refreeze ? / ! Q&A