the art of strategy - chp. 13. part 1 - crisis management
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8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 1/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
˖̟̟̟¨̈̈̈ßßßß≭≭≭≭³³³³
ÁÁÁÁÆÆÆÆÊÊÊʨ̈̈̈¼¼¼¼˚̊̊̊ÕÕÕÕ ÈÈÈÈÂÂÂÂ‾‾‾‾ÊÊÊÊ
ÆÆÆÆ‐‐‐‐˖̟̟̟˟˟˟˟ÕÕÕÕ ÊÊÊÊ ‛‛ ‛ ‛ÇÇÇǨ̈̈̈ÇÇÇÇÒÒÒÒ‣‣‣‣ ÊÊÊÊÈÈÈÈÀÀÀÀ
ÔÔ Ô Ô Â   ̟̟ ˖ ˖ ÊÊ Ê Ê ÈÈ È È ÊÊ Ê Ê ÒÒ Ò Ò ‾‾ ‾ ‾ ‾‾ ‾ ‾ ‐‐ ‐ ‐ ̊̊ ˚ ˚ ¼¼¼¼ ‾‾ ‾ ‾ ¼¼¼¼Â   ˟˟ ˟ ˟ ÛÛ Û Û Â   ̈̈ ¨ ¨ ‣‣ ‣ ‣ Ãà à à    ˟˟ ˟ ˟ ÊÊ Ê Ê
¨˚‣ ijÛ‾ ʨßÕ Á Á Á ‾‐˚‾ ˟Êà ÈÀÕ ÆÂ¨Û ‾Ê‾ ˚Ã‾Â∧ÔÂ˟Õ˟ Ôß Â¼ ÂÛ‛˟ ‣È ÂÕÕ ÂÈÀ‣˟ ‣È ÆÊ‾È‣ ¨Õ‣ Ô‛‾≮ÉÂ˟¼ÆÊÊÛÈ ‣Â‾≮‾Â‣˟ ÊÀ ÈÀ‣ÕÈ ijÛ‾ ¼ÂÇ ÊÀ ‾˚‣‾ ‣¨˟ Á Á Á‾ÕÛ ‾˚Ê‣È≮Æ‛ Ô˟˟ ÈÀ‣˟ ÂʨßÕ Ã˖˟ ÈÊÀ˚‾È ijÛ‾ ‐ÕÃÂÃÂ¨È Ô‛¼ ÉÈ‾˟Õ ÆÊ‾È‣ ‾Â‾Ê ÈÂ˖≮˟‣ ÂÛÕ˚Ê Á Á Á ∧ÈÀ‣ÊÂ
∧Ô‛‾ ijÛ ÉÂ˟¼ ÆÊ‾È‣ ‾Â‾Ê ÊßÕ Â˟˚‣ Æ‐‣‾ ‣¼Ã˟Ê ÆÂÊ‾ÉÈ˖≮˟‣ ¨Õ‣Ê ∧‾ÀÊ‣ ÂÈ ¨Õ‣Ê Æ‐‣‾≮È‣ ÆÊ‾È‣ ‾Â‾Ê ‣¨˖ÊÂÊÀ ÉÈ ‐Ê‛‾ ÊÕ ¨Õ‣Ê ∧‣¼Ã‣ ÊÀ‣ ƨÊÛ≮ÊÀ ‣¨Ê‣ Ô‛¼ Ê˟ÛÕ˚∧˟ÈÀ‣ ÂÕÕ≮ÈÀ‣ Ê˟È¼È ÉÊ˟ÊÂˁ ¨˚‣ ijÛ‾≮ÔÕ‾ ‾˟‣ ƨÊÛijÛ‾≮ÔÕ ÊÈ≮‾˟ ‣Ê‾ Ê‐ÕÛ ‾˟˟‾ ¨˚‣ ‾˚‣‾ Æ‐‣‾ ¨Õ‣Â‾˚‣‾ ¨Õ‣˟ ˟Ê˚Û ˟‣Ë≮‾Õ ‾˚‣È ÆÊ‾ÂÈ‣ ‾Â‾Ê ¨Õ‣ ∧ÈÀ‣Â
˟Êà ÈÀÕ ‾Õ‾¼‾≮ÈÀÕ ‾˟‣ ¨Â¨‣ ˟‣Ë ˟Ê˚Û ÊÀ ˚Ã‾≮È‣ ÆÊ‾È‣ ‾Â‾Ê ¨Õ‣Ê ∧ÈÀ‣ Ê‣Ê˚‾ ˚Ã‾ɨ¼ۼ ‾Õ‐‣‾ ‾¨Â¨‣ Á Á Á ¨Õ‣ Æ‐‣È ∧ Á Á Á ɨ‾ É¼ˁÛ ‾¼¨‣ ‾¼¨‾ ¨Õ‣ ‾˚‣‾≮È‣ ∧ Á Á Á ‾‐˚‾
∧Æ˚Õ Ã˖È ¨˚‣ ‾Õ‐‣‾≮˟‣ ‐¼ÛÈ Ô‐Û≮Ô‛Õ ÆÊ‾È‣ ‾Â‾Ê Â‾ÃÈ˚Ê ∧ Á Á Á ‾ÈÀ‣˟ Ô¼ˁÛ¼
‛‛ ‛ ‛ ˖̟ ˖ ˖¨̈̈̈ ßß ß ß ªªªª ˟˟ ˟ ˟ÊÊÊÊ˚̊̊̊‣‣‣‣¨̈̈̈ ¼¼ ¼ ¼³
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‟‟˟Û‐‾ ijÛÕ ÃÂß˟‾➎➁¤❿❼❹❸¤❿➄➂➂¤➎❿¤❺➄❿¤❺❻¤➂¤➎❺➄❺➎¤➁❼❹¤➃❼❺¤➂➎¤❺¤
❺➎❿❸¤❿❿➄➎¤➅❿➍¤❿❺¤❿❿❺❿¤❹❼➂➎¤➎❿❸¤❺❹❺¤❿➎❺➄❺❺¤➂➎¤➅❹➄¤❰➊❹❺➎¤❺➄❿❹➎➁❺
❰❸¤❷➄❺¤➎➁¤❺❿❷❿¤❺❿❷¤➎➁¤❿❹❷❺¤¤➎❹➊❺❿¤➁➄❺¤❿❹❷¤❷➎❿¤❺➁➂¤❿❼❿❺➎¤➃❿➂
➅❹❹❼➁¤❺❻¤❿➄❿➂¤➎➁¤❹➊❹➎❷¤❺❹❿❹¤➎❸¤❿¤➃❻❹➄❹❿❿❼¤➃❹➄❹➂➂❺¤❿➄❹➂¤❿➎➎¤❿➊❹➍❺¤❹➊➎➁
➂¤➎¤❷➎❿➂¤➎¤➎❿❺❹➄➎¤❷➎❿➂¤❺➂❱❿❼¤➃❹➄¤❹➊➎¤❺➂❸¤❿❿➄❺¤¤❺❿❿➎➂❺¤➅❹❹➄➁➂¤❿➊❹➍
❺❿❷❿¤➃❼¤¤❺❹❱❿➍¤➃❹❿➁➂❺¤❿➄❺❹➄¤➎¤➅❿➄❸¤➍❿❷➂❿¤❿➂❹➂➂¤➅❿❹➍➄¤➍❿❷➂¤➁➄¤❺➄❸
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✊✊➍❺¤➃❹➎❿❹¤➅❿¤❿❺¤➃❹❿❸¤➃❹❹➄¤❺❿❺❱¤➂➁¤
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 2/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
❿❺¤❿❿➎¤➃❹➄❺¤❰❿➎¤❿❹❺¤❺➄❿¤➍❿❷¤❿➎❺❿➄¤➃❹➂¤❺➊❿¤❹❿➄❺¤❺❹❿❶➍❹❺❺
❰❹➎➂❺➎¤¤➃➁❺¤➎❸¤➁¤➎❹¤❹➄➎¤➃➁❷¤❰➎➂❺¤➎¤❿❿¤➎➎❸¤➃❼❺¤❹➄➎❿¤➃❹➂➁➎¤➅❿➍
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❹➄¤❸➎➂➂¤➁❹➎¤❺❹❺¤
❹➂¤❺❸➎➂❺¤➎¤❺❹❺❹❺¤❺❿¤➃❹❶❺¤➁¤➎¤➃❿➂➎➁❺➎❿¤❿❼➊➄¤❿❸➎➂➂¤❹➎¤➎❹
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❹➄➎¤ ❿❹❿❹❷¤ ❺❿❚¤ ❺❸➎➂❺❿¤ ❰➎➂❺¤ ➎¤ ➃❺❹¤ ➊❹➁➎❿
❺➎❿➎❿¤➅❿❿¤❷➊➂¤❹➄➎¤➅❿➍¤❿❺¤❿❿❿¤❹➊❺¤➃➁❺
❿➎❺❿➄¤ ➃❹➂¤ ➃❱¤ ❺❹❿❶➍❹❺❺¤ ❺➊❿¤ ❼❱➄❸¤ ◜❹➊❺
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❺❖❿❿❱❹❺➄➂¤ ❿❸❻¤ ➂¤ ➃❹❷❻❺¤ ➂❷➎➂➎¤ ➎❹❿❺¤
❿❼➁❺¤➎❿➍❹❷➎¤❹❺¤➅➎❿➄❹➎¤➃❺¤❹➄❺¤➎¤❺❿➄❺
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➅❿❹➂❺❿¤❹➎❸➎❸❺¤➂❺➂¤➗➗❺¤¤❺❹❿❺¤❶➎❻❿¤❿➄➎❼
➃❹❿➎❺¤❿➄¤➎❹❷¤➎¤➃❹❺➎❿❸¤➎❿❺❹➄¤➃❹¤➃❹➂
➃❹❱❹❺➄➂¤➎¤➃❸❺➎❿¤➃❹❱❹❺➄➂¤➎➊❺➎¤❹❺¤➃❹➂¤➎
❱❹❺➄➂¤ ➅❿❶➎➎¤ ❺➎➁¤ ❷➎❿➂¤ ❺❹❺¤ ❹❿➄❹❺¤ ❺➂¤ ➃❹➊❿➎❷
❿❶❹¤➅❿❶➎❺¤❹➊❿➎❹❷¤➃❹❹➁➎¤➂❺➂¤❺➄❹❼➂❺¤¤❹❿❺
❿➂❿➁¤➌❹❷❺❿¤❰➎❺¤¤➂❺❿¤❺❹➄¤❺➁➎¤❷¤❺➁➂¤➁➂
➃❹➂¤➎¤➅❿➄¤➎❿❺❹➄¤❹❿❷➂¤❼❿➍❺¤❹❸¤➅❷➎¤➅❹➄¤➃❿❸❹➍
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Èß˚ ª‾‐Ê¨Ê ªÂÕÕ ‾Â˚ ¼ˁÕÈ ¼ˁÕÕ ÛʨÀÕ ¨¼ÛÕ ª‐à ‾ßÕ ª×ʨà ÊÂÊ˚ ú¨¼˚Õ Â‾Õ
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Bfheg ❰➂❺➎¤ ➎❿❸❹❺¤❰❹➎❺¤ ❹➂➄❹❼¤ ❰❹➎❺¤❿➁¤ ❿➄❺¤❹➂❿➊¤ ❹❿➊¤➎¤ ➅➄❸❿➂¤ ➎¤❿➎¤
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FO@EHF@( Dcqod Jmrbmrt Dh`cfd( Th}ejuth`m Bhhg& Uoih` ! Uej}utmr& 3??1( OUB@ >)1:4):2=5=)Z
Á¨¼˚Õ❿❹❺¤¤ ➍❸¤ ◜❼❿➂➎❚¤¤ ❐➃➎❿➁❺¤ ❹❿➎¤❿¤ ❿❹❿¤➏❿➊¤ ❼❿➎❹❺¤ ❺¤ ➃❷❺¤ ❹➊¤◜➂❚¤ ¤❐❺➎➁➂➎¤❸❻➄❺¤ ¤¤❐❺❼❹➎❺¤➁¤❼➎❿❹❺¤¤❿❹➎➁¤➃❹❹❿➂¨¼˚Õ ‐Û ‣¼➁❸➂¤❺❼❿➄➎¤➁❹❱❺¤
❖❗¤➊➍❹¤➅❿➅¤➃❺¤❻❸➂❺¤❹➁❺¤➅❿➎➂❺¤➂➁OUB@ ?1=)3<)>3>5)Z
WLrmmg; Grouou 9 dmeouoh`( Ejo`mum; \mo)Ko 9 dc`lmr ! h~~hrt}`otyY *3=e/ 3 c; tjm t}r`o`l ~ho`t ahr bmttmr hr |hrum o`Erouou.
c` ce}tm doumcum hr amqmr7 b; u}ddm` cttceg ha ~co`& doutrmuu& hr douhrdmrmd a}`etoh`7 e; c` mihtoh`cffy uol`oaoec`t mqm`t hr
rcdoecf ejc`lm ha utct}u o` c ~mruh`‟u foam *c iodfoam erouou/. 2; tjm dmeouoqm ihim`t *cu o` c fotmrcry ~fht/. 5 c; c` }`utcbfm hr
er}eocf toim hr utctm ha caacoru o` |joej c dmeouoqm ejc`lm ou oi~m`do`l7 mu~; h`m |otj tjm douto`et ~huuobofoty ha c joljfy
}`dmuorcbfm h}tehim 6c ao`c`eocf erouou07 b; c uot}ctoh` tjct jcu rmcejmd c erotoecf ~jcum 6tjm m`qorh`im`tcf erouou0.
Imrroci \mbutmr‟u Ehffmloctm Doetoh`cry( 3??<( ~l 2<=( OUB@ >):<<<?)<3>)2
WLrmmg; FcddmrY o` drcictoe c`d `h`drcictoe aoetoh`& tjm ~ho`t ct |joej tjm joljmut fmqmf ha o`tmrmut c`dEfoicz.
mihtoh`cf rmu~h`um ou cejomqmd. O` tjm utr}et}rm ha c ~fcy tjm efoicz& hr erouou& ou tjm dmeouoqm ihim`t& hr t}r`o`l ~ho`t& ct
|joej tjm rouo`l cetoh` ha tjm ~fcy ou rmqmrumd th acffo`l cetoh`.
M`eyefh~cmdoc Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro`t8m}924<<:( 3:.1.2>>5
Á‾ßÕ ˟‐Â˖❼❿➄¤ ❺¤ ❿➄❿❿➄❺¤ ➎¤ ❺➊❿¤ ❹❷❺➁❹❱➂¤ ➎¤ ❹❺¤ ❰¤ ❺➁❿➄¤ ❹¤ ❻❿❷¤ ❿❱¤ ❻❷❺¤ ❿❺¤ ❺➄➊➂
❱❿➂¤❼❷❺❿¤➃➎➁➄¤➅❹❺¤❺➎➎¤❸➊❿❺¤➅❹❺¤➎¤❺❹➂❿➊➍➄❶❺¤❿❻¤❺❹➍➂¤❿❹➄❶➄❿➊➍¤❺➎❿➁¤❹➁❶¤❹❺¤❺➁❿➄❺¤❷❿❸¤❿➁➂❰❿¤❿❹❼❷❹¤❿❱➂¤❿❿❺❿¤❷➂¤❿❿➄¤❿➊❿➂¤❿➁❼¤❹➎➁¤➃❹➄¤❿❿¤❻➄¤➃❱➄¤➎¤❰❸¤➅➂❻¤❿➂❿➂¤❿➎❿➁➊❺¤❹
❿➁❶¤➎❸¤➃❹❿➁¤➎❿¤➁➄➂➄¤❿➄❼➊➎¤❹❸❿➄¤❺❹❶➄¤➎❸¤➅➂❻❺¤➃➁¤❺❹➄❿➂❺¤➅❺❿¤❺➎➂¤❹❿❹¤❿➁❼❿➂) Rmt}r`& ~l ?<( OUB@ >)<3>>)3=:3)Z( Roejcrd \ofjmfi Trc`ufctoh`( Rh}tfmdlm ! Gmlc` ^c}f& 3?:=( A}Tjm O EJO@L
❿➄❿➂❼❺¤¤➁➊➎¤➂➍❿❷❿¤❹❸¤➁➎¤➎❱➎❱➂❺¤➅➎¤❺➂❿❼¤❿❹➄¤❺➂❸¤❿❹❺¤➎❸➎¤➃❹❹➁➎
מאןן#
Æʨ¼˚Õ ˟¨Êˁʼ ˟ÊÃÕÂÕ
‾ÀÈÕ‾
Ç‣ÂÇ‣ ʨÕ
ׯלסן8
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 3/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
➎➎❸¤ ❰❼¤ ➃❹➁❿➄¤ ➃❹➂
➎¤ ➃❹➁❶❿➂¤ ❺➄❺❿¤ ❺❹➂
➎❿ ¤ ➟❤ ❺➊❹ ❺➟ ¤ ¤ ❺ ❿❿❺ ❺
¤➟❤➅➎❺✊✊¤¤❼❹➁❺ÈÂ‾Ê ˟ ¨Â˟Ê‛ǨÇÒ‣ ÊÈÀ ÂÊ‾ Æʨ¼˚Õ‾
˟È‣˚ ÈÛ ¼Ê˚Õ‾ ªÊËÀ¨Õ
➟úÉÊ‣‾➟˟ ß Õ ≮
ÚÆÊÀ¨‐ Rhcd Ic~❹➎ ❸¤
❺¤❺➂¤❹❻❸➂¤❿❼❹❺
➂¤ ➎¤ ➃❹❹❷❺¤ ❹➎
➅❿❺¤ ❺➁➎¤ ➃❹➎❷➂
❹❼❹➁¤➃❿➍❷➂¤❿❺¤➂❺¤
➂❺¤ ¤ ❹➄❺¤ ❹➊
➃❺❹❼➁❹¤➁¤➎¤❺➄❹❼➂❺❺❷❺❶➊❺➅❿❱❺¤❿➂❼❺¤¤➁➄❿➂❿¤➃❿➍❷➂➎¤❰➊❿❺¤➎➁❿➊¤➂➂➂
¤❹➁❹❺¤➃❿➍❷➂❺¤¤➏❿➊❿¤➟❤❰❹❺➟¤➎¤➎➁¤❹➂¤➂❺¤➃➁¤❼❼❿➂➂¤➅❿❱❺¤¤¤❹❹➎❺
❿❼❿➁❹¤➃❿❹❹❿¤❿➄❿❻❷¤❿❹❸➎¤❿❸❼¤❰❹➂➂¤➅❿❱❺❿¤➏➊➄¤➃❿➍❷➂❺¤➃❹❹➍❺¤➂❺
ú‾ßÂÒ ÆÛ ≮ ¨¼˚Õ ÆÛ ÇÊÛ‾ ‐‐ÂÕ˟Õ ‐ˁÊÀ
➌➁¤❿❺¤➂❺¤❺➁➍➎¤➁❼❿➂¤❶❹➁❺¤➅❸¤❹➄➊➎¤¤➅➂❻
❺➎➁➂¤❿❿¤❺➎❹❿➂¤❷❿❺❿¤❿❹➊➄❸¤¤➍❿➊¤❿❺¤❺❸➂¤❺➁➍❺❸¤❷❿❺¤❿➎¤➅❹➂➂❿¤❺❺❿❱¤❺❼❿➄➎
➃➂❿❺➎¤❺¤➁❹❹➍➂¤❿❺¤❺➁➍❺➂¤❶➎➂➄¤❿➄➄❹¤❶❹➁❺¤➍❿➄¤❶❹➁❺¤❺❶➂¤➎➎❿➂¤❺➊❿➍❺¤➁
¤➅❿❿❸➄¤❰❸¤❺❹➎➁¤❿➎➁❺➎¤➅❹➄¤¤❺❿¤❺❿❿❷➄¤❿➄➎❿❸¤¤❿➄❿¤➊❿¤ ➃❹❹❷❺¤➁➍❸¤❺➎➁➂
❹➂❹➄➊❺¤❷❿❸➎¤❿❺➎¤➃❹➎❿❸❹¤❿➄❷➄¤❿➄❹➎➁¤❱❺➎¤❺❸❹¤➎¤❺➁➍❺¤❺➂❹➄➊¤❿➄➄❿➂❿¤❿➄❹❿❷➂
❿➄❿➎❸¤❺❹❼❱❶¤➃❹❹➂❺¤❺➁➍❺¤❿❷❿¤➎➁¤❸➎¤❿➄➎¤➊➂¤❹➂❹➄➊❺¤❿➄❷❿❸¤❺➎➁➂¤❿➄➂❹❺➎¤❿➄❸❿
➅➂❹➁¤➃❹❼❼❿➂➂¤❿➄¤❺¤❰❼❺¤➎¤➁❿➎¤❿➄➎¤❿➂❿❱❺¤❿➎¤➃❺¤➃❹❹❷❺¤❿➎❶➂¤➎¤❿➄❹❹❷➎¤❿❻❸❿
➎¤❿➂➁¤➂❺¤❺❹❺¤➎¤❺❹➁❺¤➃❹¤➃❹➂¤➃❹➂¤➎❿❺❹➄➎❿¤➃❹➂➎¤➍❷❹❹❺¤❼❺¤❰❸
➎❸➄¤➃¤❿➄➁❶¤❿❹➎¤❿❿❹¤➅❸¤➁➎➄¤❿❹➎¤➂¤➎➁¤❼❷¤➌¤❿➂❹❹¤➎¤➂¤❿➄➎➊❹❶¤❼❹❸
➃❹➂❺¤➎❿❺❹➄¤❿¤➎¤❺❹❿❼❿➍❹¤❹¤❿❹❺➎¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎➁¤➂❺¤➃➁¤❿❼❼❿➂❺
˟˟˟˟ÊÊÊÊ ¨̈̈̈‐‐‐‐ÂÂÂÂÕÕÕÕ‾‾‾‾ ‾‾‾‾ßßßßÂÂÂÂ˖̟̟̟˟˟˟˟¼¼¼¼ ÆÆÆÆÊÊÊʨ̈̈̈¼¼¼¼˚̊̊̊ÕÕÕÕ
È˚ ÔÂÂ‛ÕÈ ÆÊÈʼÂÕ ÂÊ‐ÃÊ˚ ªÆÊÇ˖ÊÈßÂ˖ ÒÂ‣À ªÆÊÒ˖Â‐¨ß ªÆÊÊÂÊ˚ È˚ ‾ßÂ˖˟¼ ÆÊÊà Â‣
ªÆʨ¼˚Õ❶❹➍➄¤ ➅❿➗❱¤ ❿➂❱➂¤ ❹❿❻❹❷➎¤ ❺❷➂❿➂❺¤ ❹➊➎➁¤❗
❹❼➎¤ ➎➎❿❷❺¤ ❹❻❸➂❺¤ ❹➎❸➎❸❺¤ ❹❿➄❹❺¤
➎❸➂¤❿❿➂¤➍❹➍¤➎➁¤➃❿➂¤➎❸¤❿➂¤❹➎¤➅❹➄¤➃❿❹❸¤❰❸➎¤➎❹❿❺¤➅➂❼❹➊¤➅❿❶➎❹➂¤❿➍➊❿➊❺
❹➎❿➎❱¤❺➎❸➎❸¤➎¤❺➍❹➊➎¤➍❹➍❺¤➃❿➂¤➎❸➎¤❿❸➂➎❿¤➃❿➂¤➎❸¤❿➂❿➂➂❺¤❿❷¤❹❼❹➎➁¤➃❿➂❿❹¤❹❼❹➎➁¤➎❺❿➄➂❿¤❼❿➂➂❿¤➅❶¤❺➁➄¤➎❸❺¤❺➂❿➁¤➃❹❿❿¤➃❹❸➎❿❺¤➄➁❺¤❿❷❿❸¤❺➂❼➄¤❿➂➎
z❚¤❿➄❶¤❿❷➂¤❿❷➊¤➃➁¤❿❷¤❹❼❹➎➁¤❿❹➂¤❹❹➂❺¤❿❹❺➂¤❖❼➎¤z¤➃❹❼❿➁¤
➂¤❿❹¤➃➁¤❿❷¤❹❼❹➎➁❺¤➂❹¤❹➎❹➁❺¤❿❷¤❐➃❹❼❿➁¤ Ahrt}`m =>>❖
¤z❸¤¤❿➂❿
➃➎❿➁❺¤➎¤➃❹❻❸➂❺¤➃❹➁❿➄➂❺➂¤¤❺❹❹➄❿➂❿➎❶❺¤❸➊❺➂¤◜❹❹➂❺¤❹➂➎❿❱❺¤❹➂❿➎❺¤❿❺➂
➃❹❶➊¤➅❹¤❺➂❿➁¤❿❻❹➎¤❼❱➄➂❿¤❹➄➁¤❷¤❹➎❿➎❱¤❺➎❸➎❸¤❿❷➊❺➎¤❼❷➂¤❺❹❺¤¤❼❷❺
¤➎¤➃➎❿➁¤❿❺❻¤➃❹➂¤❺➎➁➂➎¤➃❹❼➂❺¤➃❹➂➁¤➃❹❹❷¤➃❺¤❿➄❹❼➂¤➃➎❿❸¤➃❹❿❷➂❺¤❿➊¤
¤¤¤¤❗
Mclfmu o` c uthri( qoc Dmbbom Fmicejmr( C Icrujimffh| imuuclm arhi |||.gryh`.hrl& C~rof 25 2>>2
❗Lfhbcf ^crcdhz( Khj` @coubott( Cqh` Bhhgu& 3??4( OUB@ >)5:>)<24:?):❖Ahrt}`m =>>Á❹❺❿¤❿➎❹❿➂❺¤❿❷❺¤
z➂¤❿❷➊¤¤❹➎❹➄❶❿➊➂❶➊➍➎¤➅❿❸➄¤➏❺❿❼❸¤❹❿➂¤Rc`g Hrdmr O`tmr`mt ]umru( |||.hdeo.lhq(eoc(~}bfoectoh`u(acetbhhg(rc`ghrdmr(23=5rc`g.jtif
❸❚¤¤¤¤❶➁➂❸¤¤➗➗❼❷✊✊¤❹➂➎❿➁¤❷➂➎¤❿❹❼❷❹❶➄❶➄❹¤➃❹❹❿➄➂¤➅❿❹➎❹➂¤
◜
RhcdBfheg
¨¼˚Õ Á³≭≮³ ¨ÂÊ‣
RhcdIc~
Æʨ¼˚Õ ÈÂ‾Ê Á³≭≮≤ ¨ÂÊ‣
הדעןה8
הפתםט#
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 4/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼❗
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
❺❹❶❿➂❼➎¤❹❱❿❹❹¤❺❹❶❿➂❼➂¤❿➁➎¤➃❹➊❿¤❹➂➁¤➅❿❶➎¤❿❹¤➃❿❹❸¤➃❹❿❼¤➃❹➄¤❹➄❹❼➂❺¤➃❿❷
❹❶❹➎❿➊❺¤➅❿➂¤❿❱➎➊➂❿¤❿¤➎❿❺❹➄➎¤❺❹❸❹❺¤➎❿❺❹➄➂¤❻❿➂¤➅❿❶➎➎¤❹❻❿❸❹¤➅❿❶➎➂¤❺❹❹
¤➃❹➄¤❿❹❿¤➃❹❹➁¤❿❹¤❹➁¤¤➃❹❶➊¤❹❼❹➎➁¤❶➎➄❺¤➃➎❿➁¤❿❺❻¤❿➂➎➁➄❿¤➅❷❿❸➂¤❿❼➂¤❸❿➂❺
❿➄➄❹¤❹❶❹➎❿➊❺¤❷❿❸❹❿❺¤➃❹❼❹❷❹¤➎¤❿➎❿➁➊❿¤➃❹➎❿❹¤➎¤❹❶➎❿¤❹❼❹➎➁¤➎❺❿➄➂❺¤❿➄❹❼➂¤❹❼❹➎➁¤➎❿
❹➎➎❸¤➎¤❼❷¤❶❼➄❶➍¤❷➂❿¤❹➎➍❹➄❿➎¤❹❶¤➅❹¤❹➎❿➎❱➎¤❹➂❿➂¤➅❹¤➎¤➎➂➎¤➅❹➂❹¤➅❹¤❿❹
➎❹❿❺➎¤➃❹❼➄¤ ➗➗❺¤➃❹❹➄¤ ❼❿➂➁➎¤➃❹➎❸➎❸❿¤ ➃❹❶❹➎❿➊¤ ➃❹➂❿❱¤➃❹❼➄¤ ❿¤❺❹❿¤ ❿❱❺➄❺
¤❿➁➂˟ʨÒÂÕ ˟Â‛Ê‾ÕÁ➃➁¤❼❼❿➂❺➎¤➃❹➄❸❿➂¤➃❹➄¤❼❿➁¤➃❹➎❿➂¤➃➄❹¤❼❹❿¤❿❹❷¤
➍➂❿➁❺¤❹➄¤❺¤❹➎❸➎❸¤➂
➃➎❿❸¤ ➅❹¤ ❺❿❿¤ ❺❿❿¤ ➎❷❹
➃➄❹❺¤➃❹❿➁➂❺¤➃❹❶❹➎➊➄❿❺
➎¤➁¤➎➁¤➃❼❹➄¤➅❹¤❹➁
❿➄❹❼➂¤➅❹¤❿❷➊❿¤❼❿¤❿
≮‾ ‾‣Õ‾≤³‾¨‐Ò ÆÛ ‾ÈÃ‾
Æʨ¼˚Õ È˚ ‾À¨‣Á➂
¤➄¤❼❿➊¤❷¤➎¤❿➎➊➍❺¤❹➂❱❼➂¤➅❿❶➍❹❹➊➅❿❶➍➗❱❼❹¤❹❱❹➂¤❻❷❺
❿❶❺¤➊➂¤
¤➗➗❺¤➎➁➂❶➊➍➎¤❺¤❹❸¤❿➂❺¤ ABO ❺❿¤EOC➎➁¤➁❼❹➂¤➌❿➍❹¤➃❼❹➊¤❿➎❸❹➄¤
➅❿❹➍➄❺❿¤➃❹➄❹❶¤❿➎➎➁❺¤➃❹➂❸¤➎¤➎❿❼❱¤➊➍➂¤❹❸¤❹❿➎❹❱❺¤❿❶❺¤➊➂¤¤❿➁➄➂¤➎❿¤➃❹❶➍❹❿❶
➎¤ ➄➁❺¤ ❿❹➂¤ ❹➂➎❿➁❺¤ ➎❺❺¤ ➁❼➂¤ ❺➊❺¤ ¤ ❹➍❺➎¤ ❹➎❿❺¤ ❺❹➍➄❸❺¤ ➎¤ ❰➂➂❺
➅❿➄¤¤➃❹❹➂❺¤➃❹❼❹❱¤➃❹➎❺➄➂ M`rh`➃❿❼➎❿❿¤\hrfdehi❿❹❿❹➄¤❺➍❿❺¤❿➍❺❿¤¤
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Á˟ʨÒÂÕ ˟Â‛Ê‾Õ➃❹➊➂❺¤ ❺➁❺❺¤ ❿❸❻¤ ❹➎➁¤ ❻❿❷¤ ❸➂➂¤ ❺❼❹❹¤ ❺➎❷¤ ❺➊❿➍¤ ❼➁❿¤ ➂❼❿❺¤ ❺➂❺¤ ➁➂➂❿❹❺¤➎¤ ➅❿➂❺¤➂¤ ❿➎❹❿¤❐❺❱¤❿❼❱➄❺❺❿¤❿❹➄❹❺¤❿❹❼❺¤ ➂¤➁➂❺¤ ❿➄❹❼➂❿¤ ❹❺❿¤❿❹❷¤❿❸➁➂❿➂❺➎¤ ❹➁¤ ¤ ❹❷¤❿❹➎❿¤➌❿❷¤ ❿❹➎¤ ❹➄❺¤ ¤ ❿❸➊❺¤➃❹➄❼❿➂¤➃❹❸❹➎❺❿¤ ❿❼➍❿➂¤ ➃❹❿❷¤ ❺❷➊❿¤ ❺❸➎❺¤➎➂➂❹➊❸¤❿❹➁❺¤¤❱❹❺➎¤❹❹➂❺¤❺➂❿❺¤➎¤❿❹¤❼➎¤➎➎❸❺¤❿❶➎¤➅➂❻❺¤➎❸¤➎❿➁➊➎¤➃❹❼➄¤➃❹❹➄¤➃❹❹❹¤➃❹➎❼➄➍➎❿
➃❺¤➃❺❹❿❼➂➁¤¤➅➎❿¤➃❺❹❿❹❿➁❶➂¤❼❿➂➎➎¤➅❺❷¤❺➄¤➃❹➁¤❼➁¤➁¤➅❹¤➃❹❹➁➎¤➃❹❷➂¤¤❼¤➎❸¤❿➂❸¤➎❹
❿¤➌➍❺¤➎➁¤➃❿¤➎➍❿➊¤❺❹❺¤❹¤❿❱❺➄❺¤❿❹❱❹❺➄➂➂¤➎❿➍➎¤➅❸❿➂¤➅❹❹❼➁¤❹➎❹❺¤❿❹❺¤➁➂❺¤❿➄❹❼➂¤❿❹❿❷➊❺❺❹❼❿❷❹¤❹➄❿❸❹❷❻➂¤❰➊❿➄¤❹❿❿❹➎¤➃❹❱❹❺➄➂➂¤❿❱❺➄❺¤❿❹➊❹¤➅❿¤¤❿➂❹¤❼❹➁¤➎❹¤➃❱¤❺❹❱❿➍¤❹❿❹❷❺¤❼❺¤➏❿❷
Ihrcf Cetoh` c`d ^rmuodm`tocf Fmcdmrujo~( Roejcrd I. ^oh}u( Uheomty& Um~t)Het 2>>>& qhf 5<& ouu}m 1& ~l 34
Eh~o`l |otj c Erouou Em`t}ry( Oc` O. Iotrhaa( ]UC Thdcy& Icrej& 2>>5
‛‐ʨ¼ Ê‛ÊÕˁ ¨¼˚Õ✊Á‐¨Âß¼ ÔÂÇÒ¨ÊÊßÚÔÂÇÒ➎¤❿➂❱¤ ➃❹❱❹➂❺➎¤ ➃❿➂➎¤ ❿❹❺¤ ➃➎❿➁❺¤ ❹❷¤ ➃❹❸❼¤ ❿➄❿¤❗❗¤❻❷❺¤➎➁¤❺❶❹➎❷❺¤➅❿¤➎¤❼❿➊¤❷¤➃❹➄❿❹¤❿➊➍❿❿➄¤➃❺❹➎➁¤❐❺❿➂¤❿➎➊➍❺¤❹➂❱❼¤➎¤➃❹❱❹➂¤➅❿❹➎❹➂¤
¤ ❼❿➁¤ ❷❿➂❷¤➅❹➎¤ ❿❹➄❿❸➂❺¤❹➄❹¤❼❿➊¤ ❷¤➅❹¤ ❹❼❼❺¤ ❿➂❺¤ ❷❶❺❿¤ ❺➂❿❷¤ ➂❷➎➂¤ ❺➎❷❺¤➃❹❱❹➂¤➅❿❹➎❹➂¤❻¤❿❷❺¤❹¤❹❼➂➎¤➎❿❸¤➅➊❿¤➂❺¤➎❺❿➄¤❺➎❹❷❸➎➂¤❺➎➎¤❹❷¤❹➂¤➃❹❱❹➂❺¤❹➄❹¤❹➄➊❹❺¤➅❿❶➍❹❹➊➅❿❶➍✊❱❼❹❺❶➎❷❺➎¤❿❼❱➄❺¤➅❿❶➍❹❹➊➅❿❶➍✊❱❼❹¤❿➎❹❿¤❹➎❿➁➊❺¤❺➂¤❹➁¤¤❹❷¤➄❿❸➂¤❼❼❿➂❺➎¤➏➂➂¤❺➁➄¤❼❿➊¤❿➂➎❹❿¤➃❹➎➂¤➎¤➃❹❱❹➂¤➃❹❱❹➂¤➃❹➁❿➂¤➎¤➃❹➄❿❹➂¤❺❿❸¤❿➂❱➄¤❿➄❿❺¤❹❸❿¤➃❹❱❹➂❺¤➃➁¤❺❹➁¤➅❹¤❿➄➁❶¤❼❿➊¤➎➅➄❹¤❿❷¤❺¤➅➊❹¤➎❿➂¤❼❿➂¤❺❹❱¤❿❹❷➂¤❷❿➎¤➅❿❹➍➄¤➎❸❺¤¤➃❹➄❿❹¤❹❿❹❱❻➂¤➃➁¤❿➄❹❼➂➎¤❿❹❼❿❷❹¤❺❱❹❺➄¤❿❹➁
➎➁¤❺➄❱❺¤➎❿¤❹❷❺¤❺➄➂❺¤❿➂❹¤❺➄❿❹➎➁¤❿❹❷¤❺❿❺¤❶➊➂❺¤❸➁➂¤➎¤❺➊❹➂¤❺➄❱❺➂¤❿➄❺➄¤❿❹❷¤❷➎¤❿❱❺❿➄➅❸❺¤➎¤➃❹➍❶➄❹❺❼❿➁¤❿➁➎¤❺➄❿❿❸¤❺➂¤❺❹❿❷❿➎➎¤❺➁❹❼❿❺¤❼❿➊¤❿❷❺¤❹➂❼¤¤➎❹❺➎¤❿¤➃❿➍➊❺¤❿➁➍➂
❿➁➎¤➃❺❹➎➁¤❺➂¤❺❹❿❷❿➎¤¤❺❷➄❺¤➅❿❶➍❹❹➊➅❿❶➍✊❱❼❹EMH‟u u}iimr acujoh`( Imremdmu I. Ecrdh`c& Thbo Mfgo`& Dcqod Lhmt{f& Kmc` Jcffodcy( Cdqmrtouo`lClm& 4.?.2>>>& qhf <3&
ouu}m 5<& ~l =47 Ec` Kc~c`mum eh`u}imru utc`d }~ c`d aoljt( Orm`m I. G}`oo( B}uo`muu\mmg H`fo`m& Um~t 33& 2>>>7 Erouou ct
) Kce @cuumr‟u bollmut tmut( Cfmz Tcyfhr OOO& @huj}c \ctuh`( Ahrt}`m& Um~t 3:& 2>>>7 Ahrd; C erouou ha eh`aodm`em( Khc`Ahrd
Icffmr& Dcqod \mfej& Kmaa Lrmm`& Fhrrco`m \hmffmrt& @oehfm Ut. ^mtmr( B}uo`muu\mmg H`fo`m& Um~t 3:& 2>>>7 @m| EMH
efmc`u jh}um ct Aormuth`m( Foducy Ejc~~mf& Jcrry Uthaam`( C}thihtoqm @m|u& 25.3>.2>>>& qhf <=& ouu}m =?>>& ~l 157 Ec`
Aormuth`m roum arhi tjm Dmcd8( Bhb Lcraomfd( CdClm.ehi& C~rof 5>& 2>>37 Aormuth`m; Ou tjou brc`d bmyh`d rm~cor8( Dcqod
\mfej( B}uo`muu\mmg H`fo`m& K}`m 33& 2>>37 Aormuth`m erouou doiu @cuumr‟u utcr( Icry Eh``mfy( C}thihtoqm @m|u&
1.33.2>>3& qhf <=& ouu}m =?54& ~l 3.
ÁÒ¨‣Ò‾ ˟ß‛Õ ¨¼˚Õ➃❹❹❷¤➎¤ ➅❹❹➄➁¤ ❹❺¤❺❹❶❿➂❼¤❺➂❸¤ ❼➁¤ ❺❷❹❸❿❺¤ ➍➍❺¤ ➊❱➂¤ ➎❿❸❺¤ ❺➎❿➊❹❶¤ ❱➄❹✊❱❹❹¤ ➎➂➂❹❸¤❺¤❶➂❺¤❿➎❺➄❺¤➎❿¤❺❷❿¤❺➎❸➎❸¤➎¤➃❹➂❿❷¤❿❹❺¤➅❹➍¤➃❹❹❿➄❹❺¤❹❸¤➃➎❿➁➎¤❹❺❺¤➍➍❺¤➂¤➅❹➍¤❿➁¤❿❿➂❿❹❷¤❺❹➄➊¤❿➊❺¤❤❺❿❺¤❿➄❸¤❿➄❹❼➂¤➎¤➃❺❹❷❻¤❿¤❿❹❷❻¤¤❱❿❺¤➁❼❹➂¤➎¤❹➊❿❷¤➁➂¤➊➂¤❿➄➄❹¤➅❿❶➎
➎❿❺❹➄¤➍❹➍❺¤❹❿➁❹¤¤❼❿➂➎➎¤❺❹➎➁¤➂¤❹❿➄❹➎¤❹❺➎¤❺❿¤➅❹➍¤➃¤➅❹➍¤❿➄❿❶➎¤❹➊➎❸¤❶➊➂❿¤❰➎❿❺¤➅❿➂¤➍❿❷❿¤➃➎❿➁❺❺¤❺➂¤❹➄❼❿➂¤❺➄❹❼➂¤❤➃❺❿¤➃❹➂➎¤❺¤➂¤➁❼❿❹¤➎¤❺¤➃¤❺➎➂¤❿➊❹¤➎➁¤❿➂➎❿¤❺❷❿➊¤❿❹❺➎¤❹❹❷¤
❹➍❺➎¤❺➂¤❰➎¤➅❹¤➃❹➄¤➁➄❸➎¤❹❺¤➅❿➂¤➃➎¤❺❼❹❷❹❺¤❰❼❺¤❹❸❿¤➁❼❿❹Ejo`c‟c dmcdfomut ~fcl}m; c}tjhrotcroc`oui( Icrg Efoaahrd( B}uo`muu\mmg H`fo`m& Ejo`c Kh}r`cf& C~rof 3:& 2>>5
➍➍❺¤➊❱➂¤❿❶➊❺¤➂¤➃❺❹❿➁UCRU ❺❹➍❷❻➂¤
¤úÈ‣¨˚ʼ ‾Õ ªÆÈÂÛ¼ ‾Ë➎¤➃❱
ןׯ םםה8
ןחט#8
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 5/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼❖
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
➂¤❰➂➂¤❹➎❸➎❸❿¤❹❶❹➎❿➊¤❿❷➍➎¤❺➄❹❼➂❺¤¤➍❹➄❸❺¤➎¤❼➊❹❶➄❹¤➂¤➍❷
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❹➎❹❺¤➅❹❺¤➅❹¤❹❼❼❺¤❿➂❺¤❷❶❺¤❐❿❹❺¤❼➂¤❿❸➁❺❿¤❿❺¤❹➊➎➁¤❰❸¤¤❿❿➄❹
➎❹¤❺❷❺¤❿❹❸➂¤❿➍❺¤➌❿➍➎❿¤❐❺➄➂❿❺¤❷¤¤❹➄➂❱❺¤➅❹❺¤➅❹➎¤❺❹❼➂¤❷¤
❺¤❿❱¤❺¤❺➂❿¤➗➗❤➂❺¤➎➎❿❷❹¤❹➂✊✊¤➎¤➗➗❤➂¤➎➎❿❷❹¤➃✊✊¤¤❺➄➄❹¤➃❿❹❺¤❺➎❺
z➎¤z¤➅❹¤¤❹➁➂❺¤➃➎❿➁¤❹❸¤➃❹❸❹➁➂¤➃❹❷➂❿➂❻¤➂¤➎¤➃❹➄❸❿➂¤➃❹➄❿❱❺➂¤
z¤ ➅❹¤ ➅➂❻z➎¤❖❿➄❹❸➂¤ ❺❷❸❺¤ ➎¤ ➂¤ ❿❹❿➂¤ ❿❷¤ ➂¤ ➃➁¤ ❼❼❿➂❺➎¤ ❿➎❹¤
➃❹➂❿❹➎❿¤ ❿❹❿❶❹➍➎¤ ➅➄❿❸❺➎➂¤ ❿➁➄➂➄❿¤ ➁¤ ➃❺¤ ❿➍➄❺¤ ➃❹➂¤ ➃➁¤ ❼❼❿➂❺➎¤ ❿❹➄❸❿
➃❹❹➊¤➃❹❼❷
➃❹❶❹➍❺¤➍❹➍¤➎➁¤¤➃❹➂❺¤➎¤❿➄➄❿❸❹¤❿➄❹❼➂❿¤➃❹❼❹❷❹¤➃❹➄❿❱¤❿❷¤
➃❹❶❿❺¤ ➃❹➂❺¤ ➎➁¤❿❱❹¤ ¤ ❿❹¤➃❹❺
➎¤❺❼❷¤❺➂¤❷❹❸❿❺➎¤➃❿❹❺¤➃❹❼➄¤➃❹➎❺➄➂¤
❿❱❹❺➄➂❗
❷❿¤❿❿¤❖
❹➊❿¤❿➎➁¤❿❹❷➄❺¤❹➁❺➎❿¤❱❹❺➄❺➎¤➎¤❿❹¤❺❺¤➂¤➅➂❻¤❿➂➎¤❻¤
➁❿❱¤❱❹❺➄➂¤❺➁➊❿➎¤➃❹❼➁¤❿➎❹➊¤➃❹❹➁➎❿¤➍❿❻➄➄❿➎¤➁❹❱❺➎¤➎❿➂❸¤➃❹❼➄¤➎❿¤➅❿❱¤❹❼❿❹➊
❿➄❿❶➎❹¤¤❹➎¤➄➂➎➁¤➂¤❼❹➎❿➂
➃❹❼❼❿➂➂¤❹➄❼❿➂❺¤➅❼❹➁¤❼❹❸✊✊¤¤❹❺¤❹❻❸➂❺¤❺➎❺¤
❿❱❹❺➄➂¤➎¤➃❿❷¤➎❸¤➃❼❿¤❹❿➂¤❷➊➂❺❿¤➗➗❤➂¤➃➁
˖̟̟̟ÊÊÊÊ˟˟˟˟ÛÛÛÛ‾‾‾‾ ÔÔÔÔ‐‐‐‐ÊÊÊÊÛÛÛÛ¼¼¼¼ ˟˟˟˟ÂÂÂÂ ‛‛ ‛ ‛ÊÊÊÊ‾‾‾‾ ÕÕÕÕ
≭≭ ≭ ≭ ˚̊ ˚ ˚ ÊÊ Ê Ê ÁÁÁÁÂÂ Â Â ‐‐ ‐ ‐ ÛÛ Û Û ¼¼ ¼ ¼ ÛÛ Û Û ÊÊ Ê Ê ¼¼ ¼ ¼ ˁˁ ˁ ˁ ‾‾ ‾ ‾ ÈÈ È È ˟˟ ˟ ˟ ÂÂ Â Â ̈̈ ¨ ¨ ̊̊ ˚ ˚ ßß ß ß ‣‣ ‣ ‣ ‾‾ ‾ ‾ ˟˟ ˟ ˟ ‣‣ ‣ ‣ ÉÉ É É ÈÈ È È ˚̊ ˚ ˚ ÊÊ Ê Ê ÂÂ Â Â ÆÆ Æ Æ ÈÈ È È ÂÂ Â Â ÛÛ Û Û ‛‛‛‛ÊÊ Ê Ê ‾‾ ‾ ‾ ÕÕ Õ Õ ¨̈ ¨ ¨ ÂÂ Â Â ÃÃ Ã Ã ¼¼ ¼ ¼ ÈÈ È È ÆÆ Æ Æ ÊÊ Ê Ê ‐‐ ‐ ‐ ÕÕ Õ Õ ÂÂ Â Â ÛÛ Û Û
ÁÁÁÁÆÆ Æ Æ ÊÊ Ê Ê ‐‐ ‐ ‐ ÕÕ Õ Õ ÛÛ Û Û ÂÂ Â Â ÕÕ Õ Õ ÁÆ‾Õ ‐Ã‣ ÈÀ ÊÊÃ ÈÛ ÆÊÂ˟ ‾ÕÀ ‾¨ˁ˖¼ ÔÈ‾È ‐‐ ‐ ‐ ÕÕ Õ Õ ÛÛ Û Û ÂÂ Â Â ÕÕ Õ Õ
≮≮≮≮ ‐‐ ‐ ‐ Ãà à à ‣‣ ‣ ‣ «ÆÊ‛ÂȨÇÒ‣ ÆÛ ijÛÊÊ˟Õ «ÆÊ˟Ã˚ÂÕ ÆÊ‣˖ÊÇÊÈÂß ÆÛ Æʨ˚˖ ¨ˁÊ
ÊÊÇ¨Õ ˟ÂÒÂÀ ³∐≮È ∈ Ôʼ ‾˟Â˚ Ô˚ÛÕ «˟¼‾‣Õ Ê˟˚ ÂÈ ÂÊ‾˚ ÛÂ‐Ê
ÁÆÂÊÈ ≮≮≮≮ ÊÊ Ê Ê ̊̊ ˚ ˚ ‐‐ ‐ ‐ ÕÕ Õ Õ ÛÛ Û Û Â   ÕÕ Õ Õ «ÆÊʨ‾ˁ‾ ‐Û Ô˚Ê «‾‐Â¼Û ˟ÂÕÂ˖ÕÕ ÆÊÊÕÛß ¨ÇÂß ÁÊ˖ÒÊ ˖¼˖¼ ‾˟Â˚ ‾ÈÊÈ ÈÀ ‾ÇÊÒ¨¼ÊÂ‣‾ ˟ßÂ˖˟¼ ÆÂÊßÂ‣ ɨˁ
≮≮≮≮ ÊÊ Ê Ê ̊̊ ˚ ˚ ÊÊ Ê Ê ÈÈ È È ̊̊ ˚ ˚ ‐‐ ‐ ‐ ÕÕ Õ Õ ÛÛ Û Û Â   ÕÕ Õ Õ ‾˟Â˚ ÆÛß Ê‐Õ Ô˚ÛÕ ‣È ªÊÂÃÕˁ ª‾ÕÃÈÕ ¨Â¼Ê‛
ÁÆÊ‣Â˚È ijÂÃÕ Æʨ˚˖ ÆÛß Ê‣ ÂÈ ÂÊ‾ Æ‣ ÛÂ‐Ê ‣È «‾¨Ê¼ ‾‾ ‾ ‾ ËË Ë Ë ÊÊ Ê Ê ‣‣ ‣ ‣ ‐‐ ‐ ‐ ÛÛ Û Û ¼¼ ¼ ¼
ÁÁÁÁ ÁÁÁÁ ÁÁÁÁ ¼¼ ¼ ¼ ÂÂ Â Â ̊̊ ˚ ˚ ÃÃ Ã Ã ÈÈ È È ÔÔ Ô Ô ÕÕ Õ Õ ËË Ë Ë ÉÉ É É ÈÈ È È ÊÊ Ê Ê ÚÚ Ú Ú ÃÃ Ã Ã ̟̟ ˖ ˖ úúúúÊÊ Ê Ê ÚÚ Ú Ú ÛÛ Û Û ÊÊ Ê Ê ¼¼ ¼ ¼ ˁˁ ˁ ˁ ˟˟ ˟ ˟ ÆÆ Æ Æ ÊÊ Ê Ê ‐‐ ‐ ‐ ÕÕ Õ Õ ÛÛ Û Û ÂÂ Â Â ÕÕ Õ Õ ‾‾ ‾ ‾ ˟˟ ˟ ˟ ̊̊ ˚ ˚ ÂÂ Â Â ÈÈ È È ̊̊ ˚ ˚ ÕÕ Õ Õ ‐ÕÛÂÕ‾
ÔÂÇÒÊ ≮ ‣Â‾ Ê˚‾ ‐ÕÛÂÕ‾ ÁÇÈÂÂ˨ Â‣È‐ ÔÊÈ ̟¨ß ≮ ‣Â‾ ÔÂ˚‣¨‾
ˁ ➗ ˁ¨ ➗ Á¨ÈÇÊ‾ ×ÈÂ‐‣ ≮ ‣Â‾ Ê˚ÊÈ˚‾ ‐ÕÛÂÕ‾ ÁÈÊ ÊÊ Ê Ê ‣‣ ‣ ‣ ‐‐ ‐ ‐ ÀÀ À À úúúúÔÔ Ô Ô Â   ÀÀ À À ªªªªÔÔ Ô Ô ÊÊ Ê Ê ÊÊ Ê Ê ÛÛ Û Û ÕÕ Õ Õ
ÁÁÁÁ ÁÁÁÁ ÁÁÁÁ ÇÇ Ç Ç ÂÂ Â Â ßß ß ß ̊̊ ˚ ˚ ̊̊ ˚ ˚ ÊÊ Ê Ê ßß ß ß ÈÈ È È ¼¼ ¼ ¼ ÂÂ Â Â ̊̊ ˚ ˚ ÃÃ Ã Ã ̊̊ ˚ ˚
¤¤¤¤
❹➁➂¤ ➅➎❿❱¤ ❺❼❿❺❹❿¤ ➍❿❱¤ ❺➎➁❹¤❹❻➄❸¤❹¤ ➏➄❱¤➃❷➄➂¤ ➅¤➅❼¤ ❺❼¤ ❹❿➎¤ ❺➎❹❺¤ ❿❿¤ ❿➁❼❹➂❿➄¤❐¤¤➎➂❺¤❿➊❹➍❺¤❹❷➂❺¤❺❹❼➂¤➊¤¤➎✊✊❺¤❹➎❱jtt~;((lf{.iu`.eh.of(lf{(`m|u(O`s}oromu
C~rof 2>>5 Jcrqcrd B}uo`muu Rmqom|; Erouou ic`clmim`t ~fc`u crm aoljto`l `m| |cru |otj hfd utrctmlomu c`d fmcqm
ehi~c`omu q}f`mrcbfm th dmfobmrctm cttcegu( B}uo`muu\orm& C~rof 2& 2>>5
Erouou Ic`clmim`t ^rmdoetoh`u ahr 2>>2( ^R @m|u|orm& Dme 2<& 2>>3
❗Á‾˚‐à ˟Â‛Ê‾Õ¤ ❿➍➄❹❸¤ ➃❺❹❿❷¤➅❿❶❺¤ ¤ ❿➄➄¤➃❹➂❿❺¤❹➎❼❱➂¤ ❺➁❹❱➊❺¤ ➁❱➂¤❿❼❼❿¤ ❿➁¤➃❹➎❹❿➂¤ ➃❹➎❺➄➂➎➁¤➃❺❹❼❿➁¤➃➁¤❿❷❷❿¤❐➃❺❹❿❷❿➎¤➎➁❿¤➃❺❹➍➁¤➎➁¤➃❺❹➎➁¤➁❹➊❹¤❼❷❺¤➂❺¤❼❹❸¤➃❺❹❼❿➁¤¤❿➄❸❼❹➁¤❐➃❹➂❺¤➎❿❺❹➄¤❹❿❿➎¤❿❹❷❺¤❼➍¤¤❿➎➁❺❿¤➃❹❼❷¤❿❷❹❶¤❹➎❺❿➄¤➎➁¤❿❹❷➄❺¤❿❹➁❺¤❐❺¤❿❹¤❼❿➁¤❺❹❺❹¤❹❿➊❺¤❼❹➁❺¤❿❹❺❺❿¤❿❶❺¤❹➂❿❹
❷❶¤➃❹❿➍➂¤➃❿¤❿¤❹➁❿¤❐➅❿❱¤❺❷❶❺¤❿❸➁➂C `m| fmqmf ha fmcdmrujo~( Dh` IceRcm( Fmcdmr‟u Mdlm& Um~t 2:& 2>>3
❖Doeg Km`mrmttm‟u Lm`tfmic`fy cdqoem ahr jc`dfo`l c erouou( Doeg Km`rmttm( Ahrt}`m& K}fy 22& 3??1
U}rqoqcf L}odm; Erouou ic`clmim`t ) Fmuuh`u o` fmcdmrujo~ arhi Um~t. 33tj7 Ic`clo`l o` c erouou ou mcuy& ot‟u tjmcatmrictj tjct tcgmu |hrg( Bhb Fm|ou( O`ah\hrd& Um~t ?& 2>>2
Tjm `m| ehrm ha fmcdmrujo~( Efcrg Cfdroej( Trco`o`l ! Dmqmfh~im`t& Icr 2>>5& qhf =<& ouu}m 5& ~l 52
¤➂❶➊➍➎¤¤❶➄❶➄❹❺➂
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 6/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
❿❱❹❺➄➂❺¤❱❿➂¤➃❹➄❼❸
¤❿❿➂¤➎❹❷❺➎¤➏➎➂❿➂¤ÈÂ‐‛‾ ¨‐ÒÀÈ‣
❼➎❿➄¤➃❹➄❿❿❹❺❿¤❺❹➄❿❼➂¤❰➎➂¤
¤➄❿❶➍❹¤➎❿❱❼❺¤❹➄❿❿❹❺¤➌❿➍❿➎❹➊❺¤➎¤❿❼❹➂➎¤➍➗➗❺➄➊➎¤
¤➎❹❱¤❺❸❿➎➂❺¤➍❸¤¤❹¤❶➊➄¤
¤➄➅¤ ¤ ➍➗➗❺➄➊➎¤❿❼➎❿¤➃❹❶❹➎❺❿¤➃❹➄❹❶❶❺¤➃❹❱❶❶➍❺¤➎❿❼❱➎¤➃❿❹❺¤❼➁¤❷➄¤
➅❿❹➎❿➊➄¤➅❿➍➎➄¤❼❿➎¤➎❿❼❱❺¤❹❼➊¤¤➃➎❿➁¤➃❹➎❹❿➂¤➃❹➎➄❱➎❿¤➃❹❱❹❺➄➂➎¤➎❼❿➂❸¤➂❹¤❿❿➄❺
❺❹❿❶➍❹❺¤➅❿❺¤➎➄❱❺¤➎❹➗➗¤➅❿❶➍➄❹❿❿¤➅❿❶❱➄❹❿❿¤➗❱❿➗❱
❿➁➂¤ ➎❿❼❱¤ ❷❿❸¤ ➎➁¤ ❿❱➎¤ ➎❿❸❹¤ ➅❶¤ ¤ ❷❹❸❿❺
➅❹➁❹❼❿➂❺¤❿¤¤❷❹➊¤❿➂❸❷❿➂¤❿❹❶❶❿¤❺❹❱❶❶➍
❹➂❿❷¤❿❿➂¤➅❿❿❱➂¤➎➁¤➁❼❹➂❺¤➌❿➍❹¤❰❹➎❺¤❸➂➍➂❺
❺❹➄❶❿¤ ❿➎❷¤ ❺❹❱❿➎❿❶➂¤ ➃❹❹➁❿➂¤ ➃❹❷➂❿➂❿¤ ➁❼❹
➎➁¤❿❼❹➁¤❹❿❻❹❷❿¤❺❹❿❶➍❹❺¤❺➍❼➄❺¤❺❹❱❿➎❿❼❹❺¤❺❹❱❿➎❿❻
❿➎➊➎¤❹➂¤¤❿➄❿➄¤❿❶➎❷❺¤➎➎¤➁❼❹¤➅❿❿❱➂¤➁❼❹➂¤➍❹➍
❼❷❺¤❷❶❺¤❹¤❼❹❸¤➃❹❼➄❺¤❿❷❿❸❺¤➌❹❺¤❼❷¤❿❻➎
❹➎❹❹❷¤¤❺❹❹❶❿➂¤❿➁➎¤➁❼❹¤❿❹❿❹❸¤❺¤➎❺¤
❱❹❺➄❺¤➌➍❿➄❿¤❐➃❹➍➊➄❹➎¤➃❹❱¤➃➁¤❼❼❿➂❺➎¤❿
❺➄➂¤➎¤➎❹❹❷¤➎❸➎¤➁❹❹➍❿¤❺¤❺❼¤➅❿❺¤❺❹❺¤❹❻❷❺➂
❸¤➃❺❹❿¤¤➃❹➂➁❺¤➎¤➃❿➎¤❹❱¤❺❹❺¤❿❱❼
❿➎¤➃❹➂❹¤❼➁¤➃❹➂❹❹❺¤❿❹❿❿¤➃❹➁¤❿❹❷¤❹❺❿
˚À¨ Û‐Ê ÂÊ‾ ˟Â‛Ê‾Õ ≮ ÔÂ˚‣¨ Ô¨˖Û úÈÂ‐‛‾ ¨‐ÒÀÈ‣ Êß≮ÈÛ ˟Â‛Ê‾Õ¼ ‐ÂÒÊ‾ ˟ÂÒÊß˟ Ô‾Õ
ÁÆÊ‐ÂÕÊÈ È˚ ˟¼À¨ÂÕ ˟À¨ÛÕ ˟ÂÛˁÕ‣¼¤❰❹➍➄❺¤❼➄➍❸➎¤❸¤❿➎❸❺¤ Imo{c❺❶❹➍❹➄❿❺¤
❿❶➍❹¤ ❿➁¤ ❿❹¤ ➊❹➎❹➊¤ ❰➎➂❺¤ ➃❹❺➁❿¤ ❹❷❿❹➄¤ ➎¤ ❼❿➂❹➎❺¤ ❶❹¤ ❺➄❿➎¤ ❺❷❿➊¤ ➃
➃❹❼❿➂❹➎➎¤❿❹❷¤➃➁¤❼➄➍❸➎¤➃➎❿➁❺¤❹❷¤➃❹❶➊➂➎❿¤➃❹➍➁➎❺➄➂➎¤➊➍❹¤➃❿❹❸¤➎❿➂❺
❼❿❸¤ ➍❹➍¤➎➁¤❺❻¤ ➎➁¤❺❻¤❰❿➂➍➎❿¤❿❹❼❷❹¤ ❼➊➎¤ ❿❹❺➂¤ ❿❷➎¤❿❼➂➎¤❿¤➎¤❼❹➁➎¤➃❹➎➄❱❺
❺❸➎➂➂❺¤❹➄❹❹➄➁¤❿➍➁¤➃❹➄❿❹❼¤➎❷¤❿➎❶➄❿¤❿¤➌❺➎¤❷❶➎¤❿❹¤➃❺¤➃❹❹❼❼❺¤➅❿➂❿
❺➎❹➁❹¤➄❿❸➂¤➁❼❹❺¤❿➎❹❿¤❿❿➂¤➅❿❿❱➂➂¤➁❼❹➂¤➌❿➍❹¤❿➁➂¤❿❶➎❷❺¤➎➎¤➃❷❿➂¤¤❿➄➂❹
❷❿❹➄¤ ➁❿❹¤ ❰❿¤ ❿❹➁¤ ➅❿➊➎
❺❹➂¤❿➄❿❸➄¤❿➎¤❱❺¤❹❶❹➎➄
➎❿❺❹➄❿¤ ❹➎❿❶➎❶➄❹¤ ❿❹¤ ➎➁
❿¤❱➍➂¤❹❿❹¤❺❹❷
¤¤¤¤
Á˟Â‛Ê‾Õ❹¤❺❱➎➊➂¤❿¤❿❹¤➃❹➎❺➄➂❺¤➃❹➄❺¤❷¤¤❐❺➁❿➄¤❿¤❺❱➎➊➂¤❿¤❿❹¤¤❺❼❹➂➁¤❿❹➄¤❿¤➃❹➄¤❺❶❹➎¤¤❐❺❱➎➊➂¤❿¤❿❹
❖❗¤➊➍❹¤➅❿➅¤➃❺¤❻❸➂❺¤❹➁❺¤➅❿➎➂❺➂➁❗❗OUB@ ?1=)3<)>3>5)Z
Fmcdmr.*3:23/ 3; tjm haaoem hr ~huotoh` ha c fmcdmr. 2; ec~ceoty th fmcd. 5; tjm cet hr c` o`utc`em ha fmcdo`l.Fmcdmrujo~.
iofotcry ahrem hr }`ot. *2/; c ~mruh` |jh*34e/ 2; c ~mruh` |jh fmcdu; cu c; L}odm& eh`d}ethr. b *3/; c ~mruh` |jh dormetu c
jcu ehiic`do`l c}tjhroty hr o`af}m`em. e *3/; tjm ~ro`eo~cf haaoemr ha c Brotouj ~hfotoecf ~crty. *2/; c ~crty imibmr ejhum` th
ic`clm ~crty cetoqotomu o` c fmloufctoqm bhdy. *5/; u}ej c ~crty imibmr ~rmuodo`l hqmr tjm |jhfm fmloufctoqm bhdy |jm` tjm
*bmahrm 32e/ 3 c; th l}odm h` c |cyFmcd.~crty eh`utot}tmu c ickhroty. d *2/; c aorut hr ~ro`eo~cf ~mrahrimr ha c lrh}~.
mu~meocffy by lho`l o` cdqc`em. b; th dormet h` c eh}rum hr o` c dormetoh`. 5 c *3/; th dormet tjm h~mrctoh`u& cetoqoty hr
~mrahric`em ha 6pc` hrejmutrc0. *2/; th jcqm ejcrlm ha 6pc eci~col`0. b *3/; th lh ct tjm jmcd ha 6p c ~crcdm0. *2/; th bm
aorut o` hr cih`l 6ptjm fmcl}m0. *3=e/ 3 b *3/; ~huotoh` ct tjm arh`t; Qc`l}crd. *2/; O`otoctoqm.
Imrroci \mbutmr‟u Ehffmloctm Doetoh`cry( 3??<( ~l 113( OUB@ >):<<<?)<3>)2
^m`l}o`& 2>>5( OUB@ 3)=?24>)>1)Z)Cfmzc`dmr Tjm Lrmct‟u ) Crt ha Utrctmly( ^crtjc Bhum( Lhtjci Bhhgu
ÂÇÒʨ‣❗❿❹❱❹❺¤ ❹❹❶➂❹❶➎❿❺¤ ❶➍❹➎❹❺¤ ❹➁➂❺¤ ➃➎❿➁❺¤ ➎¤ ➁❼➂➎❿¤ ❿➎¤ ❿❼❿➍❹❺¤ ❹❷❹➄➂➂¤ ➍✊✊❺➄➊➎¤❿❹➊❿➍➅❹¤❿❻❷¤➎❱❼¤➃❹❼❿➂❹➎¤❺❹❱❿➎❿❻❺¤➁❼➂¤➎¤➃❹➄❹❶❿❺❿¤➃❹❿❷❺¤❹❿➎❷➂¤❐❺❹❱❿➎❺¤❿¤❿❼❿➍❹¤❷❿❹➊¤❙➃❹➎❹❿➂❺➎➁¤❐➃❹❹❹➂¤➃❹➊❿➍❿➎❹➊¤➎¤➃❺❹❿➁¤¤➎➎¤➎¤➌❿➍❿➎❹➊¤❿❹❺➎¤❰➎➂➎¤❿➎¤➎¤➍❱¤❿❱❹❺➄➂¤❺❶➂¤➁❿❱➊➎❿¤❷❹➎❺➎¤➄➂➎➁
¤ ❿❿❶¤➃❹➎❹➂¤¤ ➎❿¤ ➃❹❿❶¤➃❹➁➂¤❿❿❸➎➂¤➊❿¤¤ ➎➂➎¤ ➄➂H` Go`lujo~YW¤ ❿❿➂¤➅❿❶➎➊➎¤❼❿❱❹➄¤❗❗
➎➁¤➍➍❿➂❺¤❼❺¤❱❿➂¤➎¤❺❿¤❺➄❺¤➃❹➊❿➍❿➎❹➊➎❿¤❷➂¤❻¤❐➌❿➍❿➎❹➊❶❹➎¤❿❹❺➎¤❱❹❺➄➂❺¤➎➁¤➍❱¤❶➍❹➎❼❹❺¤➍✊✊❺➄➊➎¤❿❶❺¤¤➃❸❺YWRm~}bfoe
Crouthtfm( M`eyefh~cmdoc Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro t̀8m}9334=>3( 24.33.2>>57 ^fcth( M`eyefh~cmdoc
Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro`t8m}933=325( 24.33.2>>5
➃❹➄❿❸❹➍¤❷❹➎¤➎
ÆÃÂÈ‾ ˟ÕÀë¼Ê˚˖‣ Ê‣ ªÊÈ ¨Õ‣˟ Æ‣ØØØ
«‾‣¨‣ Ê‣ ªÊÈ ‾‣¨˟ Æ‣
ØØÁ‐ÕÈ‣ Ê‣ ª˟ÂÒ˟‾È ÊÈ Ô˟Ê˟ Æ‣
Fch)t{}& 1tj em`t}r BE
המףךתךג8
המףךתךג#
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
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➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
ÁÔÂÃˁÈ ‾ÈʼÂÕ ˟Ê‛ǨÇÒ‣ ‾¼Ê˚ü ˟Â˚‐à ≮ Ê˚ Ô¨˖Û❹➄❿❼➂❺¤❺➂❹❷➎❺¤❹❹❱❶❶➍¤➃❹❹❸➂
➃❹❼➁¤❿➁➂¤❹❿❺¤➅❿➂¤❐❿❹¤❷¤❹¤❼➁❹¤➎¤❺➄❸❺¤❰❿➎¤❼❼❿¤❿❹¤➎➁¤❿❶➎❺¤
➏❷➎¤➎❹➁➊❺➎¤❺❶➂¤❺❹❺¤❹➁¤➎➁¤❿❶➎❺¤❐¤➅❿❷➄¤❐➎❿➎¤❿❿❹❺¤❿❹❶❶❿¤➃❹➎❱❿➂
❶❹¤ ➃❿❹➍➎¤❿❹❺¤❼➄➍❸➎❿¤➊❹➎❹➊¤❹❿❺¤ ❿❷❿❸¤ ➎¤➃❹➂➎¤➎➂¤❹¤❼❿❸¤ ➅➂❿¤ ❐❹❱❿➎❿❸❹➍➊
¤❿❶➎❷❺¤➎❿¤❹❶❶¤❺❹❷➎¤❹❱❶❶➍¤❺❹❷¤➅❹¤❿➎❹¤❺➊❹➂¤❹❹❻❷¤❺➊➂¤➎¤❺
❹➂❿¤➎¤➍➄❸❺➎¤❹➂¤➃❷➎❺➎¤➅❸❹❺¤¤❿➂❺¤❼❿➄¤❹❷➎¤❺➎➁➂¤➅❿¤❱❼¤➅➂¤➃❹❿➁¤➎¤❺➂
➅❿➂❻❿¤➃❿❹➂¤➎¤➃❹❼➁❺¤➎❸¤❿➎❹¤❺➄➄❱➂¤➎¤❿➄❿➁¤❹➊➎➁¤❱❿❺➄➎¤❹➂❿¤❺➊➂¤➃❿❻❹➎¤❹➂¤❱➍➎
➃➂➁➎¤❿➎➁¤➃❿➂❹➄❹➂❿¤❻➄¤➃❿➂❹➍➂¤❿❹➎➁¤❹❺➎¤❺❶➂¤❹❿❺¤¤❿➁❶❺➎¤➄➂➎➁¤❺➊➂❺
‾Àʨˁ ¨Â‐È ¨Â‐Õ ‾ÇÊÈ˚‾ ˟¨¼Û‾ ≮ Ê˚ÊÈ˚ Ô¨˖Û
Á‾ÈÊÛÊ ˟ÂÊ‾È➎❺¤ ➎❿➂¤ ❸❿➂¤ ➅❷❸¤ ❱❺➄¤ ➊❹➎❹➊¤
❿❹❷➂¤➎➁¤➃❹❹❼❹¤❹➊❿➄➊➄¤❿❹❸➂❿➎¤❺❼❿❺¤¤➃❹➄❿➂❺❺
❿❹❿❱¤¤❹➍❺➎¤➁❼❹¤❐❺❸❹➂❺¤❿❹❿¤➃❹❹➊❸❺
➅❹¤ ❿❻❷¤ ❺➁¤ ➃❺❹➎➁¤ ¤ ❿❿❱¤ ➎¤ ❸➍➂¤ ❹❿❷➂
❺❷❹➊¤➊➂¤❿➄❹¤❱❹❺➄➂❺¤➃❺¤❿❹❿❶❹➍¤❿➊➍
❹❹¤❿➍➁❿¤❿❼➂➁➂¤¤➂➎¤❺❶➂¤❸❿➂¤❿❹¤➎
➎❼❹➊¤ ➊➁¤ ➍❹¤ ¤ ➂❱❿❼❸¤ ❿❹❸➂❿¤ ➅❹¤ ➃❹❷❸
➅❿❱➎¤❿❹❹❹¤❺❹❿➊¤➅❹➎❶➍¤➌➍❿➗❱¤❿¤❿❶➍
➅❿❶➎❺¤➁❺¤¤❺❼❹➊¤➅➄❸➎¤❿❹❺¤❼➄¤➂¤➎❸
❰➎❺➂¤ ❿❺❻¤ ➃❹➁❿❻➁❻¤ ➎❸¤ ➎➎¤ ❿➁¤ ❿❹❼❹➎¤ ❺➎❷❺
➃❺➂¤ ❿❱❹❺➄➂➎¤ ➅❹¤ ➍❹➍¤ ❹➎¤ ➄➂➎➁¤ ❹➄❿❹❷
¤ ❿❼❿❿❺¤ ➍❿❷¤ ¤ ➃❿➂❹➄❹➂➎¤ ➃➂➎¤ ❤➃❹❹❸➂❺
➎❺➄➎¤❿❹❺➂¤❹❹➂¤❼❿❸➎¤➃❹❸❿❻❺¤➃❹❸❿➂¤➃❹❱❹❺➄➂¤❹❿➄❹➂¤➎❹❱❸¤➃❹➎❺➄➂¤➃❹➍➁¤❺❿❷¤❹❹
❿➊❹¤ ➍❿❺¤ ❹➂¤ ➃❹➁❼❿❹¤ ¤ ➃❹❼❹➊❺¤ ❼❱❺¤ ❶➎❷❿➂¤ ❿❹❺¤ ➅❿❶➎❺¤ ➁❺¤ ❰❹➎❺¤
❹❿❷➂¤❿❱❹❶➄❹¤❿➎❺❿➄¤❹❸¤➅❿➁❶➎¤➃❹❹➊¤❹❻❹➎➂➂¤➁❿➄➂➎¤❹❼❸¤¤❺❶❹➎❺¤➁❺¤❰❹➎❺¤❶➎❷❿➂
➃❹➁➎❺
≮ ÊÛʼ¨ Ô¨˖ÛÁ˚‐Ã‾ ÔÂÇÈ˚‾ È˚ ‾ÊˁÂÇ‾ ˟‣ Û¼˖È ‐ÊÊÕ ˟Â‛Ê‾Õ‾ ˟¨¼Û‾ ÆÛ➃❹❼➁¤❶❹➄¤
➅➂¤❿❼❱➄❺¤❹➍❹❸❿¤❿❼❹➂¤ ❹❿❸❹❼➎¤❹❼❹❹➂¤ ❺➎❿➁➊¤¤ ➃❺❹➄❹¤❷❿❿❶¤ ❹❸❿¤➃❹❼➁❹¤❼❱❺❿¤ ➃❹❹❺➂
¤➃❹❿¤❰❼¤➅❿❿❹❸❿¤❺❺❺➅❿❶➎➎¤➃❹➄❿❺¤➃❹➂❹❺¤
➄➂¤➎➁¤❹¤➂❿➁¤❷❿❸¤➎➁➊❺¤
❰❹➄❿❿❸¤❹➄❹¤❺¤❺➂❸¤❼➁¤➃➎❿❸➎¤❹❺❺➎
ÁÃÂÂÇ ˟ÂÀ¨‣ ˟¨ÇÕ ˚ÂÕÊÕÈ ˟Ê‐ÊÊÕ ‾‣ÊˁÊ ≮ Ê˚ÊÕà Ô¨˖Û❿❷➂❺¤❹❱❶❶➍¤➎➁➅❿❻❷¤❿❹❱
❿❷❿❸❺¤ ➅❹¤ ➂¤ ➎¤❹❶➍❹➂¤ ➊❶➁➂¤ ❱➍➂¤➁❺¤ ❹❼➁❹¤ ❿➂❹➂¤ ❰❿➎¤ ➃❹❿❶➍❹❺¤ ❿❼❿➍❹➎
➃❹❿❶❺Tjm Lhhd L}yu➃❹➁❺¤❿❷❿❸❺¤➅❹➎¤◜➃❹➄❿❿❹❺❚¤❿❺¤❹➄¤¤Tjm Bcd L}yu➃❹❺¤¤
❺➍❿➎¤➃❹➄❹➄¤❹➎¤ ➎➁❹❷➄➂❸¤➃❷❿➎❺¤ ❷❿❸❺¤ ❹➍¤ ❺➎❹❺¤ ❹❹➄¤ ◜➃❹➍➊❺❚❹➍¤❿❼❱¤❹❹➄ ➃❹❹❷¤➃❹❺❿➎¤❼¤❱❹❹➂❸¤❱❹❺➄➂❺
Á˟Â‛Ê‾Õ È˚ ÆÊÂ˚ ˟ÂÂ‛Ò Ôʼ ¼ÂÈÊ˚ ≮ Ê˚˚ Ô¨˖Û➅❿➂❺¤➅➂¤➅❿➄❱➍ ➃❹❼❿➊¤❶➎❷❿➂¤➅❿➂¤➅➂¤
¤❶❹➎¤➃❹➂❷❿➎❺¤➎¤❶➎❷❿➂¤❿➄➂➄¤❺➄❿¤❿➂¤❼❿➄❸¤➃❹❼❷¤➃❹❸➂❿❺❺¤❿➁➂¤➅❿➄❱➍
➃❹❿➊❹➍¤❹❿❿❹➎¤➃❺❹➂¤¤❺❷➄➂❺¤❼❿➂❺¤❺➄❿❹➎➁❺¤❺❶➂❺¤➎➁¤❱❼¤➁❺¤❿➄❿❷➄¤➎➁¤❿❷❹
❿❹❷¤❷❹➎¤❹❼❸¤❰❿¤❻¤➎❸¤➃❹¤❿❹¤❺❺¤➃❹❱¤➃➁¤❼❼❿➂❺➎¤❿➎➄¤➁❺¤❹❿❹❱¤➎➁
¤❱❹❺➄➂❺¤❹❼❹➎➁¤❹❿❻❹❷➎¤➃❹➄❹➄¤❹➎¤❹➎❹➎¤❺❿¤❿¤➅❿➎❸¤➎❸➎¤❺➎➂❷➂❺¤➅❿➄❱➍❺ ❰➎❺➂
➃❹❼❿➊➎¤ ❻❷¤ ❿❹❷¤ ❷❶¤ ➃❹❼➊➂➎¤ ➃❹❹➂➁¤ ➅❿➂❿¤ ❺➎❿➁➊¤ ❷➂¤ ❹➊❿❷¤ ❼❹¤ ➅➂¤ ❺
¤¤¤¤
ÁÆÊÂ˚‣¨‾ ÆÊÕÊ‾ ³∐∐❚¤❶➎❻❿¤➅❹➎➄➊¤❹➄❺❖➃➄❿❶➎¤➎❹❷¤➃❹❱❹❺➄➂¤➃❹➄❷➄¤❿❹➊➎➁¤❼❼➂➎¤❱❿➂¤¤❰➊❺¤◜
¤❿➁➄➂¤❿➎¤➃❹❿❷¤❹❹➂❺¤❺➎❸➎❸❺¤¤➎❹❺➎¤❺❶➂¤➍❱➄❿¤❿❶➎❷❺¤❼➍¤❹➁❺¤❿❿❹➄➎¤➃❹➄❿❺¤➃❹➂❹❺¤❹➁❺¤❺❿➁¤❱❹❺➄➂❺¤❺➂¤➊❸❹¤➎¤➃❹➄➎¤➂¤➎¤➂¤❺❼❿➁➎¤➃❹❹➂¤❹➄❿❹➎❹➂¤❿❹❻❷❺❿¤❹➄❺¤❸➁➂❺¤❿➍❺
¤➅❿❹➎❿➊➄¤❿❿➂¤❷➄❿➂❺¤❺➂❿➁❿¤❿❹❺➂¤➎➁➊❹¤❺➎¤❹❺➂¤❿❷❹¤❼➁❿➂➂¤➃❹➂❹❺¤❗❺➍❿❺¤➍❹➊➎¤❺❻❷❺¤❺➄➎❺¤❶➄➍¤❹➎¤❿❹❱❺❿¤➅❿❶➎❺➂¤❺❹➄❺¤❺❷❼❺❺¤❿➎❶❿❿
¤➃❹➎➄❿❹❿➂¤❿❼❿➍❹¤➎➁¤❹➂➁¤➅❿❷❶❿¤❺❹❹❶❿➂¤❹❹➄¤¤➎❸¤❹➄➊➎¤❿❹❹¤❿❷❹¤❿➁➂➅❿➄❱➍❺
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 8/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
¤❹❹➍❱❺ ➅❿❺¤ ❺➁➊❺❺¤ ❶➄➂➎¤ ➁❿❹➍¤ ➌❿➂❺¤ ➎❿¤➌❿❺¤ ❿❹❺➎¤ ❼❹➂¤ ➌❹❼➁❺¤ ❼➄➍❸➎
¤➂¤❿❹➁➎¤❿❿¤➎➎¤➅❹➂❺¤➎¤❹❿❺¤❿❷❿❸¤➂❿➁➎¤❿❹➎❹❹❷¤¤➎❹❿❺¤❺¤❺❼
❺❿❷❺¤❺❼❿➁➎¤➃❱¤ ➌❿¤ ❺❹❺❿¤❿❹➄❹➁¤❿➂¤❷❶❺¤¤➅❿❷➎¤❷¤❼❹➂¤❿➂➁¤❿❷❿❸¤❿➄❿➊❺
¤❺¤❺❼❹❶➍❹➄➂❿❺❺¤➅❿➄❱➍❺ ❼➄➍❸➎¤❼❹➊❺¤❿❼❿❺¤➃❹❼❿➂¤➊➍➂❿¤❺❻➁¤❿¤❿❺¤❶➁➂➎
❿❹➎❹❹❷¤➎➁¤➍¤❶➎❺¤ ➃❺❹❿¤➎➁¤ ➃❹➂➁➎¤❷➂¤❹➄➂❿❺¤ ➍❷❹¤➅➂¤➎❱❼¤❿➄¤ ❿❸¤ ❿❹❺➎
➎¤➃❼❿❸¤❹➂➎❿¤➃❺❹❸❿➎¤❱❿❼➎¤❼❹➊❺¤❺¤❺❼¤❿❹¤❺➂➎¤➁➂¤❺❻❹¤❹➁➂¤❿➍➁➎
❿❹❿
¤❹❼❿❹➊❺¤➅❿➄❱➍❺ ➅❿❸➄❺¤➅➂❻¤❺➄❿❸➄❺¤❰❼¤➅❿❸➄❺¤➃❼❺¤➎➁¤➍❿➁❸➎¤❱❹❺➄➂❺¤➎➁¤➍❱¤❿❶➍❹
❿❷➊¤❶❿❶❿❿¤❷❿¤❿❹➎¤❰➊❺¤❿❹❿❹❸¤❰➎❺➂¤➃❼❺¤➎❸❸¤❼➄➍❸➎¤❺➄❿❸➄❺¤❺❹➍❺¤➎➎❱
❿➄❿❷❶¤➎➁¤➃❹❹¤❿➁❼➎¤❹➂¤➎❸¤❿❹❻❸¤➎➍❹❷¤❿❺¤❿❹❹➎➂➊¤❹➄¤➅❿➂¤➅➄¤➎❿¤❿❹➎¤❷❿➊
¤❹❹❺➎➍❷➂❺¤➅❿➄❱➍❺ ❺¤❺❼➂¤❿❷¤❿❹❷❻¤❿❹➍❿➎❸❿¤➌❿❼➎¤❱❺➄¤➎¤❹➄❿❼➂❺¤❺
➃❹❷❿➎¤➅❹¤❺❷➄❺❺¤❷¤❹❷➂¤➎❸¤❷➄➎¤❹¤➍❿❱❺¤❼❿❹➊¤❶❹¤➃❹❼❼❿¤➃❹➁❿¤➊➍➂¤❶➁➂➎
❿¤❼➂➎¤❿➄❿❹➍➄¤➁❿➄➂➎¤❹❼❸¤❹❿❺¤¤❷❿¤➃❿❹¤❿❹➎¤❺❶➂¤❻¤❺¤❺❼¤➃❹❹❿
❿❸➂➍¤➊❺➎
ÁÆÈÂÛ‾ ˟Âˁ¨‣ ‐ÂÃÊ‣È ˟ÊȼÂÈ‛ ‾Ê‛ǨÇÒ‣ ˚¼Ê‛ ≮ ÊÛʼ˚ Ô¨˖Û
❹❷¤❺❹❻❹➎❿➎❱➎¤❺❹❱❶❶➍¤❹❿➊❹➂¤❙➃❹❹❸➂¤➊➍➂¤➍❹➍¤➎➁
❿➁➂¤❿➂❿❷¤➁❺¤➃❹➂❷❿➎❺¤❿❷❿❸➎¤➊❼➁❿➂¤❺❹❷➄¤❼❿➄
❿❸❿➂➂¤❺❺¤❿➂❷➎➂➂¤❿➁➄➂❺¤❼❼❿¤❺❼❿➄¤➎➁¤❹❹➍➂¤➏❷➎
➃❹➍➂❺¤ ➃❹❹❿❺¤ ➄➁❺¤ ❷➂¤ ❷❿❸❸¤❿❸❺¤ ❷❿❸❺¤ ❿❹➂
¤ ➃❹❿¤ ➅❿❿❹❱❿¤ ➃❻❹➎❿➎➊¤ ❼❿❼❹➁¤ ❺➂❿➁¤ ❿❿➂¤¤ ➎➎
➅➂¤❶➎❺¤➃❺❹➎➁¤❿❷❺¤¤❻❷➎¤❺❶➂¤¤❹➂❿➂❿¤❹➄❿❿❹
➎➂➂¤ ❿❶❹¤ ❿➂❹¤ ❐➅❷➎❿➊¤ ➊❿❷¤ ❐➃❹❱❺➄➂➎❿¤ ❿➄❿➂➎¤ ❼❿❸
❿❹❿❸➂➍¤❿❻❹¤➎¤➃❹➎❸¤❿➁➂¤❺❹➊➂❹❺¤➎➁¤❺❶❹➎¤❿➂❹❹
➃❹❹➂❿➂¤❿➄❿❸¤➍❿❹❱❿¤❿❹❻❿❸❹❹
Á¼¨˖‾ ‾‐˚¼ ÆÊÊÇÒÊ‛ÂÈ ÆʼÊÀ¨ÕÈ ˟ÂßÊ‐Û Ô˟Õ ≮ ÊÊÕ˚ Ô¨˖Û
❹➍❹➍¤ ➂❺¤ ❹➄❿❹❷¤ ➎¤ ❺➂¤ ➎¤ ➎¤ ¤ ❿❶➊¤ ➎➁¤ ❺❹➂
❶❹¤¤❰❿¤❷❿❿❶➎¤➅❿➄❸¤➃❹➂❷❿➎❺¤❿❷❿❸➎¤➃❹❹➂❼¤❺➊➍
❰❿❺¤➁➎¤➄➂❻❿➂❺¤❺➊➍ K}ut)O`)Toim)Dmfoqmry➃❿➂¤
❿❼❹❷❹➎¤❿❷❿❸❺¤❿➎❷¤➃❹➄➍❷➂¤➎❿❺❹➄¤❰❹➎❺¤➎❿➁❹❹❿¤➃❹❹➎➂
➁❱❺¤ ❿❹➁¤ ➎¤ ➃❹➂¤ ¤ ❹❶➍❹❱❿➎¤ ❿➂➁¤ ➅➂❿¤ ❿➄❶
❿❶➎❷❺¤➎¤❿➎➂¤❿❹❿❸➂➍¤➅➂❿¤❿❹❶➍❹❱❿➎❺¤❿❸➁➂➎¤❷¤❱➊➂¤❼❿➄¤➁❹¤❺➊➍
➃❹❶➍❹❱❿➎❺¤➃❹❼➊➂➎
Á‾ÊÛÇ‾‾ ˟ÂÕÂ‣¼ Ê‛ǨÇÒ‣ ˚ÂÕÊ˚ ≮ ÊÛÊ˚˟ Ô¨˖Û❿❷❿❸¤❿❻❹➊❻➊➎¤❹❿❺¤¤❹❺➎¤❺❶➂
➎¤➂➂¤❹❿❺¤❿❺¤❺➎❿❷❺¤ ❼❿➄¤❹❹¤❿❸❺➎¤❹❼❸¤❼❷➂¤❿❷❿❸¤ ❼❿❹➂❿¤❿❹❿❷❿❸¤
❿❷❿❸❺¤¤➎➎➎¤❺❶➂¤➄➄❸❿➂¤❺➊➂¤❼❿➄¤➎➁¤➃❹➁❶➂¤➃❹➄➂❹➍¤➅➂¤➎➂¤❹❿❿❹➂❿¤❺➄➄❱➂
❿➊❹¤❿❷➊¤❹❸❺¤➃❺➎¤❼➁❿➂❿¤❺❼❿➄¤❺➊❹❿¤❐❼❱➄➂
úÈÂ‐‛‾ ¨‐ÒÀÈ‣Õ ÆÊ‐ÕÈ ‾Õ ªÆÂÀÊÒÈ ❹➂¤❿❿❿❹❺¤➁❿➄➂➎¤❹❼❸¤➎❸❺¤❺❿➁¤➃❼❿¤➎❿❱❼¤❱❹❺➄➂
➁❼❿➂¤❿❺¤➅❿❿❿❹➁¤❹➄¤➎❿➁➊➎¤➎¤❹❼❸¤❰➎❺➂¤➎❸¤❹➄➊➎¤❷❶❺¤¤❼➂❿➎❿¤➁❼❹➂¤➌➍❿¤❿❺¤➂
❷❿¤❹❹➄➎¤➃❹¤➃❹➂➂¤❹❼➂❿¤❺¤❺❼¤➅❿❷➄❺¤❱❺¤❿❹➂❷❿➎¤➎¤❺❹❹❶❿➂❺¤❿❹❷➎
➁❺❿¤➅❿❶➎❺¤❿❹❹¤❹➂¤➎➁¤❼❹➊➂¤❿❹➄❼❷¤❺❹❷¤❿➍❹➊¤➏➂➂¤❿➎❸❺➎¤❱❿❼¤❺❿❿❷
➌❹➊❸➂❿¤❷❿❿❶¤❹❸❿¤➃❹❼➁❹¤❿❹➄❹➁¤❼❱➄➎¤❺❿¤❹❺¤➎➁¤❹➂¤❹❼❹❹➂¤➃➎❿❸➎¤❹❺➂¤❺➎❷¤➃❹❼❹➊
❿❹❷➎¤➁❼❿➂¤❺➂❹➂❺¤➁❺¤❺❹❱¤➎❸➎¤¤❿❱❹❺➄➂¤❿➄❿➄❱➍¤➅❹¤➎➂¤❿➎¤➃❹❼➁❹➎¤➅❿❱❺¤❿➎❿➁➊
❺➂❹❷➎¤❿❹❱❶❶➍¤❿➂❹¤❰❿¤❿❹❸➎❺➂¤¤➅➄❸➂❿¤➃❷❿➎❺¤❷❿❸❺¤❷➎❺¤➃❹❶➍❹❱❿➎¤➃❹❹❸➂
¤¤¤¤
❺➎❼➄➂¤➅❿➍➎➄¤❙✊✊➎➊❿❺¤❹❿➂¤❿❹¤➅❸❿➍➂¤➃❼¤➅❹✊✊¤
❿➂❸❷❿➂
התמׯםןי#
גזםדזןבסןה8
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 9/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
ÊÊÊÊ ¨̈̈̈‐‐‐‐ÂÂÂÂÕÕÕÕ‾‾‾‾ ÔÔÔÔ‐‐‐‐ÊÊÊÊÛÛÛÛ¼¼¼¼ ˟˟˟˟ÂÂÂÂ ‛‛ ‛ ‛ÊÊÊÊ‾‾‾‾ ÕÕÕÕ
➃❹➂¤❿❷➊❺➎¤ ❿❹❿➄➂❼❻❺¤❹➎➂¤❿➁➄➂➄¤❿❱❹❺➄➂¤ ❼❿➍❹❺¤❿➄❿➁¤¤ ❿➂❹❹➂❺¤ ❿❱➍➂
❿➄❿❿❸¤❹➎➁¤➃❹➂❿❱¤❿❿➂¤➎➎❿❷➂❺¤➂❺¤❸¤➃❹❿➁¤❺➂¤❺➎❺¤❿❹➎❿❺❹➄¤❿➎➂¤➃❹➁❿➄❺❚¤❿❹❿❹➄¤❹❹❹➁¤¤❹➄❹➎❿➗❱¤➌➎❿❼❿¤❼❼❿➂❺➎¤➏➎➄¤❿➂❹➁¤❺➂❺¤❿❺❻¤❤➅❿❼❻❖❖❺❿❸¤◜
¤➂❶➊➍➎¤❖¤➃❹➂❿❺¤❹➎❼❱➂¤➎➊❺❿¤➗➗❺¤➎➁¤❺❼❹➁➎¤➅❿❱¤➎¤❿❶❺¤➊➂➂❗
➃❹➂❺¤❹➎❺➄➂❿¤➃❹❱❹❺➄➂❺¤➎❿❼❱❸¤➃❿❹❺¤➍➊➄❖
❺❹➄❺¤➃➎❿➁❺¤➂❷➎➂¤❻➂¤❹➄❼❿➂❺¤➅❼❹➁¤
‛ ‐‐ÂÕ˟‾ ‐ˁÊÀ➗ ú¨¼˚Õ‾ È˚ ˟ÂÂ˚‣¨‾ ˟ÂÛ˚¼ ÆÊÕÂ‣˟‾ ˟Òʨ˖ ÔÂÒ‣ ÆÛ Ê‣ÊÈÂ❿❹❿❹➄¤❹❹❹➁
➃❹➁➂¤❼❹❿➂¤❺❹❺¤¤➃❹➂¤➎❿❺❹➄➎¤➎➎❸❿➂¤❻❸➂¤❺➂❹❺¤❹❺¤❹➊¤➂¤➎❸➎¤❺➄❸❿➂¤❺❹❺
¤❺➂❿¤¤➃❹❹➄❸❼➁¤❹❸❺¤➃❹❿❺❿¤➃❹❱❿➎❿➄❸❶❺➅❹❹➄¤➎¤❿➍❺¤➃➁¤❹➂➎❿➁❺¤❷➍❺¤❻❸➂¤
¤➅❹❹➄¤➃❱¤➃❹➂❿❺¤❹➎❼❱➂¤❹➄❿❹❼❹❹➂❺¤❿❼¤❹➁❺¤❹➄➊¤❺❼➂➁¤❺➄❿❺¤❺➂❹➂❺¤➍¤
➎➁¤❶➎❷❿❺¤❿❹❿❹➄¤❹➁➎¤❺❶❹➎❿¤❼❿❹➊¤❻❸➂❸¤➂❹¤❹❹❶➄❶➎¤¤❿➂➎¤❺❹❺¤➅❿➍❺¤❿➁
❿❷❿❸➎¤❹➄❺❿¤➏❿➎❹❷❺¤❿➎❿➁➊➎¤➃❹❹❷¤❿❹❺¤¤❺❹❸➂¤❿❷❿❸➎¤❼❷❺¤❼❿❹➊¤❿❶➂¤❹➄¤➂❺❹¤ ➃❿➁➂¤ ➃❹➎❸❺¤ ❿❹¤ ❺❹➄❺¤ ❺➂❹➂❺¤ ❹❿❹❺¤ ❼➍➎¤ ➃❹❹❷¤ ❿❹❺¤ ¤ ❺❶➂❺
❿➁➄¤❿❿❿¤ ❹➄❿¤❿❺¤➅➂❻¤❺➁❿➄¤ ➃❹➄❿❹➁¤ ❹➍➂¤ ❰➁¤❹➄❹➎❿➗❱¤ ❹➁❺¤❹❿¤➃➁¤ ❹➁❺
➃❹❷❿❶¤❿❹❺¤➃❹❿❻➎¤❺➄❿➊¤➁❿➄➎¤❺❹❷➄❺¤➅❿❺¤❿➁❿❺¤➃❹❹❿¤➃❹➍➂¤❹➄¤❹➎❱¤❺➄❿➊
➂¤➃❹❶➎❿❿¤➃❹❼➊➂¤➃❹❹❷¤❺❹❹❹➁¤➃❹❼❹➊❺¤❹➎➁¤➂¤❹❸¤➅❿❸❼➁¤❹➄❺
➎❺➄➂❺¤❿❹❿¤➎¤❼❷➂¤❺➂❺¤❺❹❺¤❹❹➎❺¤❺➂❹➂❺¤❿➄❿❺¤❿➂❹➂❺¤❹¤➁❿❹¤❷➎
❹❿➄❹➊➎¤ ❹❺➎❿¤ ❿❷❿❺¤ ¤ ➁❹❱❺➎¤ ❺➄❿❺¤ ❺➄➂❿➂❹➂¤ ❿➎¤ ❿➎❶❿❺¤ ➃❺❹➎➁¤ ❿❹➄❿❹➁❺
❿❹❺➎¤❿❼➂➁¤➃❹➁❿➊❺¤➎❸¤➎❿➊❹❶➎¤❿❹❺¤❿❹❿¤➎¤❿➄❱❺¤❺❹➄❺¤➅❶❺➄➂¤➃❿❼¤➎¤❼❿➍➂
❺❹➊❿➎¤ ❿❸➁❺¤ ❹❹➎❺¤ ➁❿❱❹➊❺¤ ➂¤ ➃❹➄❿➊➂
❺➎❺❺¤❿➎❿➁➊¤➌➍❿➄¤❺❿❿¤➁❿❱❹➊¤❿➁❹¤➃❹❶➍❹❿❶❺
Lrh}`d [mrh➅❿➁❺¤❹➍¤❺➄❸➂¤➅❺¤❹❸¤❶➎❷❿❺¤❿➎❷❺¤
❺➂❹➂¤ ❹❶➍❹❱❿➎¤ ❿❸➁❺¤ ❺❼➄❿¤ ❺➂➂❹¤ ❿➁¤
❿➎¤❺❹❺¤➃❹➊➍➄❺¤❿➊❿❱¤❿¤¤➎❹❺➎¤❹❿❸❹➍❺¤❿➂➎
➊➍❿➄¤ ❿❶¤ ➊➂¤ ❼❱➄❸¤ ❿➄➄❿❱❺❺¤ ❹❸➎❺➂¤ ❱➍➂
❹➁❺¤❹❷¤❺❶➂¤❿❷❿❸¤❿❻❿➊¤❺➎❹➎❺¤❿➁
❹➁❺¤ ➂¤ ❺❼❿¤❺❹❱❿➍¤➅➂❻❺¤ ➎❸¤❺➍➁¤ ❿❺
❺❹❺¤❿❿¤❤❿➄❿❺¤➊➍➂¤❺➂¤❺➎❺¤➎➁¤❹❺➎
❼➁¤❿❹❺¤¤➅❸❼➁❹¤❿❺¤❿➎¤➁❼❿❿❹¤➊➍➂❺❸¤❷➄
❰❿¤❿❹➎❿➊➍¤❿➍➁➎¤➌❿¤❹➍¤❿❺¤❼➁❿➂¤❿❿
❿➂¤❺❹❿➂¤➃❹➊➎¤❿❹❿❹➄¤❹➁❺¤❺❼❹¤➃❹❹➁❺❸❺¤➁❹❺¤❿¤¤❺➎❺¤❹❿❿¤❹➄❿¤➃❹❶❿¤➃❹❸
❹➂➁❺¤➃➄❿❷❶¤¤❹➁❺¤❹❿❿¤❺➎¤❸❿➂
‛ Ê‐¨ Êß≮ÈÛ ˟Â‛Ê‾Õ¼ ‐ÂÒÊ‾ ˟ÂÒÊß˟ Ô‾Õ➗ úÊ‣ÊÈÂ➁❼❹¤❿➄❹❺¤❿❱❹❺➄➂¤❿❶➍❹➎¤❺➂❿❼¤❿➁❼➎¤➃❱
¤¤¤¤
❗Fmcdmrujo~( R}dhf~j \. Lo}foc`o( Iorcicz Bhhgu& Jy~mroh`& 2>>2( OUB@ >)<:1:)1:43)4
❖Lo}foc`o c`d CH@ th ~rhqodm ehr~hrctm erouou ic`clmim`t( B}uo`muu\orm& Het 31& 2>>27 Immt R}dy Lo}foc`o
B}uo`muuic`( @c`mttm Byr`mu( B}uo`muu\mmg H`fo`m& Het 34& 2>>2
Á˟Â‛Ê‾Õ‾ ÛÂˁ˖Õ❼❷¤❿¤ ❿❹➁¤ ❿➊¤ ❼❷¤❼➂➎➂¤ ❼❷¤¤ ➃❹❱❹❺➄➂➎¤➃❹❸➊❿❺❿¤¤ ➃❿❷¤ ➃❹❷➂❿➂❸¤ ➃❹➎❹❷➂¤➃❹➄➃❹➄❹❹➊➂¤❹❹❶❱❶➄❹¤❺❹❷¤➎❿❸❹¤❹➎➁¤➃❹➂❿❷¤➅❿❿❱➂¤❺➄❺¤❹➎➁¤➃❺¤❺❹❹❶❿➂❿¤❿➁¤➃❹➁➂¤➍❹➍¤➎➁¤¤➃❹❷¤➁❹➄➂
❺❹❿➄➊¤❹❸❿¤➃❺➂¤❷❿➎¤➎❿¤➃➂❹➁¤❼❼❿➂❺➎¤➄➂➎➁¤➃❹➂❹❹¤➃❹➄❿❸❹➍¤❹❸¤➃❹➄❹➂➂¤➃❹❿❷¤➃❹❷¤❺➂¤❹❹➂¤➅❹❹➄➁❿¤❿➄➍➅❿❱❺¤❿➎❺➄❺¤➎¤❿➎➎❿❸❺¤❿❿➎¤❹❹¤❿❹❷¤➃❹❹❱➂¤➃❹❷➎¤➃❹❿➂¤➃❹❹➂➁¤➃❹➂❷❿
Fmcdmrujo~ tjm lmt)ot)cff)thlmtjmr ~rhamuuoh`( Jcrfc` Efmqmfc`d( A}t}rout& Um~ 2>>2& qhf 51& ouu}m =& ~l 427 Tjm Eyefm ha
Fmcdmrujo~ *bhhg/( @hmf Toejy& @c`ey Ecrd|mff( Trco`o`l ! Dmqmfh~im`t& @hq 2>>2& qhf =1& ouu}m 33& ~l 11.
❷❿❹➊➎¤➅❹➄❺¤❸➄
➃❹➂¤➎❿❺❹➄¤➎¤➂¤❹➁¤❹❹¤➅❿❹➍➄➎¤➌❹➎❷¤➅❹¤➍❿❱¤❿❺¤❿➂❿➁➎¤
האׯדת8
האׯדת#
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 10/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
➃❹❼❷¤❿➄❿❹➁❿¤❿❹➄❸❿¤❷➊➎¤➅❹➄¤➎¤➅➂❻Æ˟Â‣ ¨˚˖˟ ˟ÂÂÕ‣ ÇÒ ˚À¨ ≮ ÔÂ˚‣¨ ‾ÃÕ Â˖
Á¨Â¼ÊˁÈ➅❿❱¤➎❿❺❹➄¤❿❷¤❹❸➂¤❿➄❹❺¤❺❹❱❿➎❿❼❹¤❿➄❿❹➁¤❿➁➂¤➃❹➎❹❿➂¤➃❹➎❿❱❼¤➃❹❱❹❺➄➂
❹❼➁❹¤¤❿❶➊❿¤❿❹❺¤❹❼❱❺➎¤❹¤❿➁➂➂¤❿➎➁¤❿❿➎¤❹❺➎¤➄➂➎➁¤❹❶❹❿¤➎❿❼❱
➃❸❹➂¤ ¤ ❱❹❺➎❿¤ ❱❹➂¤ ❿❺¤ ➅❿❻❷➎¤❿❿❿¤ ❹➄¤ ¤ ❹❺➎❺➎¤ ❼➄¤ ❱❹❺➄➂❺¤ ➅❿❱❺➅❼❹➁¤
➂❿❷❺¤¤❹❸❺➎¤❿❹➎➁¤➃❹➄❿➊❿❹❼❿¤➃❹➄❿❹❻❹❿❿➎❶¤❺➁➊❿❺¤❹❿❹❸¤➎➁¤❿❹❺➎¤❹❹❷¤❿❶¤❱❹❺➄➂¤❹➄❼❿➂❺
❹¤ ➅❿❹➁¤❱❹❺➎¤❼❹❸¤➁❼➎❿¤➃❹❿❸❺➂¤ ❿❺❺¤❹➂¤➁➄➂❺➎¤❺❹❿¤ ❹➄¤❿❿¤➅❱➎
❼❿➂➁➎¤ ❱❹❺➄➂❺¤ ➎➁¤ ➂➄❺¤ ¤ ➅❹❹¤ ❼➁❹❺¤ ➎❺¤ ❰❸¤ ➃❹❷❿¤ ➃❹➎❹➂➎¤ ➎¤ ➃❹➎¤ ➏➎➂❿➂¤ ❿❼
➃❹❿¤❺➁➊❿❺❿¤➃❿➄¤➎❸¤❹➄➊➎¤➂❿¤❿❺¤❺➂➎¤➅❿❿❸➂¤➅❸¤❿❺¤❹❸¤❿➄❹➂❹¤➃❹➄❿¤❿❿❹❼
➁❿➂➎¤❹➍❹➊❿¤❹➊➄¤❺➄❸❺➎¤❷❿➄➎¤➅➂❻¤➍➊¤❷➎¤➏➎➂❿➂
≮ Ê˚ ‾ÃÕ Â˖Á‾¨ÇÕ ¼Ê¼Ò Ô‛¨‣➅❿❷➎¤➌➍❿➄❿¤❤➅❿❱❺¤➎¤❹➊❿➍❺¤❼➁❹❺¤❿❺➂¤➎❿➎¤❱❹❺➄➂❺¤➎➁
➁❹¤❿❶➂¤❼❱❺¤❼➁❹❺¤❼❱❺¤¤❺➎❿➁➊➎¤➃❹➎❺¤❼➁❹❺¤❱❺➎¤❿❿➎¤➃❹❼➂❿➁❺¤❿❿➂❺¤
➎❿❺❹➄¤ ➌❿➍➎❿¤ ❺➂❹➂❺¤ ➁❿❹¤ ➃❹❿❼❺¤ ❿❿➂¤ ❹❿❹❱¤ ➃❹➂❹➂❺¤ ➃❹➄❺¤ ❿❹¤ ❿❹❿➂❹❼
➃❹❶➊❺¤❿❱❺➄❺➎¤➅❿❱❺¤❹❼➁❹¤➅❹¤❺❹❻❹➄❿❸➄❹➍¤❼❿❿➎¤❹❿➂❺¤❼➁❹➎¤➃❹❿❷➂¤➃➎❿❸¤➁➂Á¨˟ÂÊ ÆÊÊ˖˟ ˟ÂÃß ÃÊǼ˟ ≮ Ê˚ÊÈ˚ ‾ÃÕ Â˖➎❺➄➎¤❼➄¤❱❹❺➄➂
❿❸❿➂➄¤❿❹➊❹¤❿➄➎¤➌❹❼➁¤❿❹➊❹¤➎❺➄➎¤➃❱¤➎¤❿❿¤¤➎
❿❸❿➂➄¤❿❹➊❹¤➎¤➃❹➄¤❿➄❿❿❸¤➎➁¤➎❿¤❿❿¤➎➁¤❹❺❺➎
❿❹❿➎➁¤❰❿➍❷➎❿¤❿❿❺¤➃➂➎¤➃❹❶❿➄¤❿❿❺¤❹➄
➎¤➃¤
➅❿❱❺¤❹➊➍➂¤❿❹❺➎¤❱❹❺➄➂❺¤➎➁¤❼¤➎❸¤➎➁¤❺❿❺¤¤➃❹➁❼❿❹
➍¤❿❷❶❺¤➅➂➂¤➁➄➂❺➎¤❹¤❺➁❹❼❹❺¤❹¤❿❼❿❺➎
ÁÆÊÈÂ‛‐ ÆÊ˚‣¼ ÉÕˁÛ ×˖‾ ≮ ÊÛʼ¨ ‾ÃÕ Â˖❷➄➎¤❱❹❺➄➂❺¤➎➁¤
❿❼❹➊➎¤ ❷➄¤ ➎¤ ❷❹➄❺➎¤❿❹➎➁¤❿➂➁¤ ➎¤➃❱¤ ❿➎❿❷❿¤ ❿➂❿➁
❹➄❷¤❹❺➎¤❿❹➎➁¤❿➎❿❷¤❱❹❺➄➂❺¤➂¤➃❺¤➃❹➂❿❷¤❿➁❹➄➎¤➃❿➂¤❹¤❹❸❿¤➃❹❺❿➎¤❹❼❹➎➁
¤¤¤¤
Á¨¼˚Õ ÔÕ˼ ˟Â‛Ê‾Õ➃❺➂¤ ❱❹❺➄➂¤ ❷❸❺¤ ❿❺¤ ➎❺➄➂¤ ➎❸¤ ➎❿¤ ➃❹➎❺➄➂¤ ➎❿¤ ➃❹❱❹❺➄➂¤ ➃❹➊❷➂¤ ➃❹➂❿❺¤ ➅❿➍¤ ❹❷¤¤➅❿❺¤❤❿➄❿➁❺❿➄¤❼❿❿ ❺➊❹✊✊¤❤❿¤➎➁¤❿➂¤❺➂¤✊✊➃❿➂¤➎❸¤❿❿¤❿✊✊¤❤❹➄❹➎❿✊❱¤➎➁¤❿➂¤❺➂¤❷❶¤❺➄¤❿❶¤❱❹❺➄➂
¤¤❹➄❺¤✊✊❤❿❺❺➄¤➍❷¤❹➂❹❶➊❿¤❺❹❺ ❺➄❸➍❸¤❿❼❿❿¤➍❿❷❿¤❼❷➊¤➁❺➂¤➁➄➂❺➎❿¤❿➎¤➃❹➊❿➊❸❺¤❹➊➎❸¤❿❹❱¤➁❹❺➎¤❱❹❺➄➂❺¤➎➁❼❷➂¤❙✊✊➎❹✊✊¤➍❿❼➊✊✊¤➅❿➁¤❹➊➎➁¤➃❹❿➍¤ ➃❹➍➂¤➅❹¤ ➎➎¤ ➃❹➁❼❿❹¤➃❹➎❿❱❼¤➃❹❱❹❺➄➂¤❺➂❿❹¤ ❿❼❿❺➎¤❿❹➎➁¤❷➊¤ ❿➁◜❿❿¤❿❿¤❻❷➎¤❹➎❚¤❰❿❺¤❷❿❿❶¤❹❿❺¤❿➂➎¤❱❺➎¤➎❿❸❹¤➎➂¤➅❿❷❶¤❼❱➄➂❿¤❺¤❷❿❿❶¤❿➁➂❼❿¤➁❻❹¤➃❼¤¤❷❹❶❺➎
¤¤❹❹➎❺❿❼❿➁➎¤❼➂❺ ¤❹➁❹❺¤➃❹➁➂¤❿❿➎❹¤➃❹➎❹➂¤❿❷❹➄➂¤➃❿➂¤➃❹¤➃❹❷❿❿❺ ❿➁❼❹❿¤➃❹❷❿❶¤❿❹❱❹¤➃❹➄¤❿❷¤¤ ❹❹➂❷❺¤❺➄❿❹➎➁¤❿➊❹❼➁¤➃➄❹❺¤➃➄❿❷❶❿¤➃❿❶¤❹❸❹❱¤➎❺¤➃➁¤❹❱❺¤¤❷ ❹➂❿❹➂❿❹❺¤➃❼❿➁¤❿❷➎¤➃❹➄¤➎➁
¤¤❹❺¤➃❹❹❿❹❷¤➃❹❿❻❹❷➎¤➃❹❸❿❻¤➃❺❿¤❺❷¤❿❹¤❺❺¤❹➎❸¤➂➂➎¤❺¤❺❿➊❺➅❿❹¤❿¤➅➄❹❺¤❿❹❱ ➃❹❺➂❸¤❺❸¤➃❹➄¤¤❹➁❹❺¤❰❼¤❿❹❿➁❶¤➎➁¤❷❿➎➍➎¤➃❹➄❸❿➂¤➃❺¤❿❱❹❺➄➂➎➄¤➎ ➃❹➎❺❿¤➃➄❹¤➃❺¤❹❸¤➅❹¤➃❹❹➊❸¤❰➎¤❿❷➂¤❰➎¤¤❹➁
¤¤❹➄❹➂❺¤➃❿❹¤➎❸¤➃➁¤❼❼❿➂❺➎¤❿❹❼❷❹¤❼❷❺➎¤❺❿❸¤➃➎❿❸❹¤➎➁¤➃➂➁➎¤➎¤❰➎❺❹❶➊➍➊¤➎➁¤❿➂ ➍❿➊❿¤❿❷➎¤❰❹➂¤➃❹➂❿❼➂¤➃❹➂❿❹➎¤➃❹❹❹➂¤➃❹➂❿❹¤➅❹¤➎❹❼❺➎¤➁❼¤❐➅❿❱❺¤¤➊❶❿➁❺¤❺❼❷❺¤➎❿➁➂➂¤❷➂
Fmcdmrujo~( \jct ot tcgmu R}dy Lo}foc`o jcu ot. L}utcq Uiotj jcu`‟t. Dh yh} jcqm tjm ejh~u th fmcd o` c erouou8( Kmrry
]ummi( Ahrt}`m& Het 2:& 2>>37 Erouou Fmcdmrujo~( R}tj ^cfhibh \mouu( Trco`o`l ! Dmqmfh~im`t& Icr 2>>2& qhf =1& ouu}m
5& ~l 2:
Á˟Â‛Ê‾Õ È˚ ÔÂËÃ‾❿➎➂¤¤➃❹➂➂¤➎¤➃❹➄¤❰❸➂¤➃❹➁❿➄¤❿➄➂➎❿➁¤❶❺❹❿¤❿❷❿➄❺¤❺❷➂❺¤➍❿❷¤❿❿➎➍➂¤❹❼➎➁➄❸❺➎¤❹❺¤❹❿➄❹¤➃➁¤❼❼❿➂❺➎¤❰❼❺¤❺❱¤❿❹❼❿➁➎¤❺➄❸¤❺❸➁❺❿¤❺❸❺¤➅❿➄¤➅➂➂❿¤❺❿➂¤❿❺¤➎❿❱❼¤❱❹❺➄➂¤➃❺➎¤➎❹➄❶❿➊❺➎➁¤❿❹❷¤❷➎¤❿❹❷➄❺¤➎➎¤➅❹➂❺➎¤➎¤➃❹❹➂➁¤❿❹❺➎¤❿❿¤❹➄¤❼❼❿➁➎¤➏➎➂❿➂¤➁❼❹¤❿❺¤❼❷➊¤➃➁¤❼❼❿➂❺➎¤❰❼❺¤❿➎❿❷❿➂➎¤➍➄❸➄❺¤➁❼❹➂❺¤¤➎❺➄➎¤❿❹➎➁¤¤❿❹❿❼➂➁➎¤❿❹❷¤❷➎¤❱❹❺➄➂❺¤➎➁¤❿❹➁¤❹❿➊¤➎❸¤➃➂➁¤➎¤➍❷❹❹❺➎❿¤➃❹❼❷¤➃❹➂❿➎¤❹¤❰❸➎¤➁❼❿➂¤❷➄➂¤❱❹❺➄➂¤➃❹➄➊➂¤❺➎❹❷➂¤❿➄❹❿➂¤❿➄❷➂¤❿❻¤❿➄❿¤➎❹❱➂¤❼❹❷❹❺¤❼❺¤❹❸¤➁❼➎❿¤❹❿❹❷¤❺❹❷¤❼❼❿➁➎❺❿❿❿¤❿¤❿➂➎¤❿❹❿➂➎¤➍➊¤❹➄➁❺➎❿¤❿❹❶➄❿➊➍¤❱❿❱❷➎¤➅❿❱¤❿➄❼❷❿¤❿❹❹❹¤❼❼❿➁➎¤❱❹❺➄➂❺¤➎➁¤❿❼❹➁¤➎➁¤❺➎➂¤❺❶❹➎
❰❿❷❿¤❿❹❹¤➃❹❿➂¤➃❹❷¤➅❸❹❺Fmcdmrujo~ Qouoh`( Rhbo` Ujcric( Jcy Jh}um& 3??:( OUB@ >)>>)15:=12)3
Fmcdmrujo~ C th [( Kcimu H‟Thhfm o`tmrqom|( Trco`o`l ! Dmqmfh~im`t& Icr 2>>>& qhf =4& ouu}m 5& ~l =:
ÁÔÂ˟ÊÕ ÔÕ˼ ˟Â‛Ê‾Õ❺❷❺¤➎¤❹➂❼❺¤❿¤➃❹❹❿➂❺¤❿➎➂¤❹➁¤❰❹➄➂¤❼➂➎¤❿❹❺❻¤❹¤❹➄❿❹❷❺¤➃➎❿➁❺¤¤➅❷
❺❿¤❹❹❺¤❹➊❸¤➎❿¤❺❹❺¤❿❺¤❹➊❸¤➎❿¤❿❺¤❹➊❸¤➃➎❿➁❺¤¤❺¤➁❼❹❺¤❿❿➂❿¤➂❹❹❺¤❺❹❱❶❶➍❺¤❿❹❶➄❿❿➎¤¤➅❷❿❿❺¤❹❷➄❺➎¤❹➂¤❼➂➎¤➃❼❿➁¤➃❿¤❺❷➄❺❿¤❰❹➄¤❷❶¤➂❺¤¤➂¤➃➎¤❰❼❺¤¤❺❺❿¤❼❹➁❺¤➎➁¤❼¤❺❹
❺➄➂❿¤❹➂➄❹❼¤❹❺¤❺❹➍❺¤❹❸¤❷➄❺¤➍➊❿¤❰❿¤➅❿❱❺¤¤➃❿❷¤➎¤➎¤❹➂❿Fmcdo`l tjrh}lj th}lj toimu( C`drm| Ehffo`u& Mr`ut ! _h}`l( Icrgmt Fmcdmr& 2>>3& ouu}m 34
❿❿¤ ❺❻¤ ¤❺❻¤ ➃❹❸➂❿❺¤ ➃❹➄¤ ➎¤❷❹➎➂¤ ❿❿¤ ➃❹➄❿¤❰❸¤ ➃❹➂❹➎➂¤➃❹❿❹❸¤ ❹➎➁¤ ❿❻❹❷
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 11/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
❼❼❿➁➎¤❹¤❿❿❺¤❹❷¤¤❷➄➂¤❿❿➂¤❿❸❿➂¤➅❺¤❼❼❿¤➃❼¤➎➁¤❿❹❿➄¤➅➄❹¤❿❷➄➂¤❶❿➊➍
❿❷❹❸❿❹¤❿➎❹➁➊¤❷➂¤➃❹➄➎¤➎❿¤➃❹❱¤❹❺➎¤❿❹❷¤➎❹❶❺➎¤❺❿❱¤➎❿➂¤❿➄➎¤❺❹❹❶❿➂
➃❹➂❹➎➂¤➃❹➊❷❼¤❹❼❹➎➁¤➃❹➁➄❿➂¤➃❹➄¤➅❿❷¤❷➎¤❿❷¤➃❹➄➁❿❶¤➃❺¤❹➊❸¤➃❹❷➎❿➂¤➅❸¤➃❺
❼❿❸❿¤❺❸❺¤➎¤❰❿❺¤❐❹➂➁¤➍❶➄❹¤¤❹➄❺¤➎❿❻➎¤➁❹❹➍➎❿¤❿❻➁➎¤➅❿❺¤❐➃❻❹❿❶➎¤¤➅❿❺
❹➂➁¤➃❿❼❹➎¤➅❿❺❿¤❺❹➍❺➂
ÁÆʼÂ˚Ã‾ Æʨ¼‐È ˟ÂÊÂÕÊ‐˖ Ô˟ ≮ Ê˚ÊÕà ‾ÃÕ Â˖❿❹❿❹➄¤❹➁❺¤➎❺➄➂¤❿❹❿➎❹➁➊¤❿❷➊➄¤❿¤➎❸
➃❿❹❿¤ ➃❹➎➄❿❹➊❿¤ ❿➄❿➊¤ ➄❹❷¤ ❿❹➁¤ ❿❹¤ ❤➃❹➄❿❹❼❺¤ ❶➂¤ ❹❸❺¤ ❿❿❺¤ ❹➄¤ ❱➊➂
➃❹➄❹❹➄❹➁❺¤❰➎❺➂➂¤❹➁❶¤➎❷¤➅❺¤➃❹➂❿¤❿❹➁¤❹❸¤❺❹❺¤❼❿➍❹❺¤❷➄❺¤➎➂➂❺¤❹➂❿❱¤➎❸¤➅❹¤❿❼➂➁
❱❺¤➎➁¤❿❼➂➎❹¤➃❹➎❺➄➂¤❿❷¤➁❼❺¤➎➁¤➎➂¤❺➄➄❹¤➅❺➂¤❿➂➎➁❺¤❿¤❿➍❷❹❹❺¤➍❿❷❿
➎➁❿➊¤❿❿➂➂❺¤❹➄➊➎¤❷➊¤❼➂❿➁❺
Á˟Â‣ÊÈ ‣ÈÈ ÔÀ‾ ≮ Ê˚˚ ‾ÃÕ Â˖➅❷❿❿¤❼¤➎❸¤❼❿¤❿❺¤❿❹➎➂¤➅❿➂❸¤❼¤❷❹➄➂¤➎¤❿❶¤❱❹❺➄➂
❿❹❿❷➊❺❺¤❷¤➌❹➂¤➁➂❿¤❺❼❹➊¤➃❿❹➂❺¤❹❿➍❹➄¤❹❼❿➍❹¤❺➄❸❺¤❿❹➄❹➁¤❿➂¤❷❶¤❷➂❺¤
❿❺¤❿❹❿❹❻❷¤❺❻❷¤➎¤❹➁❿➂❺¤❿❿❺¤❿➂➎¤❿➎❹➁➊¤➃❿❷¤➎❸¤❺❷➎❺➎¤➃❹❹❸➂❺¤➃➄❹❺❺➊❹➂¤ ❺❸¤ ❿❶¤ ➊➂¤ ❿❹
➅❿❿ ❱➂➎ ¤ ❿➄➄ ❿❸ ❺ ¤ ➃❺ ¤ ❺❼ ❿➁ ❺
➃❿¤ ❺❹❸❺¤ ❿➄❿➍¤ ❹❶❹➍
➎❸¤ ➃➁¤ ❿➎❹➁❹¤ ❼❼❿➂❺➎
❹➎➄❿❹➊❿¤❺➊❿❶➍❶
Á˟ÂÂÀ ˟ÂÇÈÃ‾ ȼ˖ ≮ ÊÛʼ˚ ‾ÃÕ Â˖❶➎❷❺¤❺➂¤❿➄➄❹¤❿❶➎❷❺¤➎¤❰❹➎❺¤❿❷❺¤❼❺
➃❹➎➂¤➎❸❸¤➁❸➂❺¤➅➂❻❺¤❼❿➄➎¤❹➊❿➍❺¤❺❶➎❷❺❺¤➎¤¤❿❷❼➎¤➌❹❼➁¤❶❹➎❷❺➎¤❹➂¤➎
➎❸¤➎¤➃➁❼¤¤➅❿❷¤❷➎¤❿❷¤➎❸❿➂¤❿❹¤❺❺¤➃❹➎➂¤❺❶➎❷❺❺¤❰❸¤❺❹❱❿➍¤➅➂❻¤❿❹
➃❹➍❷❹❹➂¤➁❼➎¤ ❿❷¤ ➃❹➄➎¤ ❺❹❿❹❿➁➂➂¤ ➎❸¤ ➎➁¤ ❺❹❱❿➍❺¤ ¤ ➎❿➎¤ ➃❹❿➁➂❺¤ ➃❹➂❿❱❺❿❷¤❺❹➎¤❼➂❹❺¤❺❶➎❷❺¤➎❹¤➁❱¤❹➊❿➍❺¤❺❿❺¤➃➁¤➃❹➂❹❸➍➂¤➎¤➃❺¤➃¤➃❱¤➃❺❹❼➎
➅➂❻¤ ➏❿❷¤ ❹➊➎❸¤ ❺❼❹❷¤❹❻❷¤ ❱❹❺➎❿¤➃❹❹➂❹➄➊¤❿❹¤➅❿❱❺¤ ❰❿¤ ❷❿❸❺¤ ❹➂¤❼❹➊❺➎¤❼❿➂
❺❿❷➎¤➃❹❿❻¤➃❺❿¤➃❹❷❿❶¤➎¤➃❹❷¤➃❹➄¤❿❹❺➂¤❿❶➎❷❺¤➎➎¤❿❷¤❻¤➂❿➁➎¤➂
➂¤❶➎❿¤❱❹❺➄➂❺
ÁÉÕˁÛ ‾Ê‾ ≮ ÊÊÕ˚ ‾ÃÕ Â˖➎➎❱¤❷➄¤❱❹❺➄➂
❿❹➊❿¤ ❿➁❼¤ ➎❿❹¤ ➎➁¤ ➃❹❸➂❿➍¤ ➃❹➄
❹➍¤❹¤❿❹❿❹❸¤➎➁¤➎❿¤❿➎¤❺❹➄❱➎❶➄❹❺
❿❹➄❿➁¤➎➁¤➊❺➎¤❹❹❷¤❿➄➄❹¤❱❹❺➄➂¤➎❺¤➁❼
❸➎➎¤❿➎❸❿❹¤➃❹➄¤❰❸¤❹❹¤➂❱❿❼¤➎¤❿❹➎➁
❹➎❸¤ ➂➄➎¤ ➍❷❹❹❺➎¤ ❿❷¤ ➃➄➂❿¤ ❿❹❿➁
➎❿➁➊➎¤❱❹❺➄➂➎¤➎¤➅➊❿❿¤➃❹➄➊¤➃❿¤❰¤❿❺
❿❺¤❹➎❸¤❿❹❷➄❺¤❹➊➎➁
ÁÈÀ‾ ÈÛ ˟ÂʨÃ‣ Ã˖ ≮ ÊÛÊ˚˟ ‾ÃÕ Â˖➃❿❷¤❷➂¤❺➂¤➎❸¤➎➁¤❿❹❷¤❷➎¤❹❹❷¤❱❹❺➄➂
❿❿❸➂➍
❿➁➄➂❹¤➃❹❸➎❺➂¤➅➄❸➎❿¤❿❹❿❷➊❺❺¤¤➁❿➄➂➎¤❺❹❺¤➅❹➄¤➃¤➅❿❷➎¤❿❹➎➁¤➅❿➍¤❷➂❸¤
❿➊❿➍¤➁❼❹➂❺❿¤❷➂¤❹❼❹❹➂¤❿❹❺¤¤➅❸❼➁➎¤➌❹❼➁¤❿➁¤❿❼❷¤➎¤❺➂¤❼❹➁¤➃❹❺❻¤❿➄❿➍
❼¤❹❼❹➎➁¤❹➂¤➁❿❹¤➁❼❹➂❺¤➂¤❹➄➊➎➁¤➁❼❹➂❺¤¤➏❹➊¤❺❱❺➄❺❺¤➌❹❼➁¤❷❶➎¤➎❷➎❷❹¤❼¤➎
¤¤¤¤
Á˟ʼÊÇ˖ß‣ ˟Â‛Ê‾Õ➎➁❿¤ ❿❿❺¤ ❹➄➎¤ ❹❱➂¤ ❺❷➎❺¤ ❷❹❶➂¤ ❿➄❿❹➁¤ ➃❻❿❹¤ ❺❹❱➄¤ ➅❹➂¤ ❤❿❶¤ ❱❹❺➄➂¤ ➎¤ ➃❹➄❹❹➊➂➍❹➍¤➎➁¤❼❿❸➎¤❺❸❿❻¤❤➎❺➄➂➎¤❱❹❺➄➂¤➅❹¤➎❼❺❺¤➅❿❷➄❿¤❿❹❷¤➎¤❿❹❿➁❶¤❹❹➁¤➅❿➎❸¤➎¤➃❹❼❷➊➂¤❹➊❿❷¤❼❿❹➊¤➎❿❸❹
➎➁❹➄❿➂➂¤➎❿➂¤❼❼❿➂➂¤❿❿❿❹¤❹➄¤➅➁➂➎¤➃❷➎➄¤➃❹❱❺¤➌¤¤❺➎➁➂¤❿➄❿¤➃❹❿❷¤❹❿¤❿➄➄❹¤❿❹❱❹❺Maametoqm Fmcdmrujo~; |jct crm tjm rms}ouotmu8( \.J. \mouu( U}~mrqouoh`& C}l 2>>>& qhf 13& ouu}m :& ~l 5
➃❹¤➃❹➂¤➃❱¤➅❿➂¤➃❹➄❿¤➃❹❹¤➃❹❱❹❺➄➂¤➎➂❹❱
ÆÃÂÈ‾ ˟ÕÀÃ
ØØÁÆÊǨ߼ ‣Â‾ ÆÊ‾ÂÈ‣ØØ
F}d|ol Iomu qc` dmr Rhjm& 3?=?
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
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➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
ÁÉÊ˚‣È ˟ÂÕ‣ ÈÛ ¨ÂÕ˚ ≮ ʨÊ˚Û ‾ÃÕ Â˖❹❿❹❱¤➃❺➎¤❹➄➁❺➎❿¤❿❿❿❹¤❹➄¤❰❿➂➎¤❱❹❺➄➂❺¤➎➁¤
❹¤➎➁¤➅❱❺➎¤➃❿➂¤➅❹¤➎❹➂¤❿❹❱❶➂❿¤❿❹❹❹¤➎¤❺➊➂¤❷¤➃❹❹❿➂❺¤❿➎➎¤❼❷❿❹➂¤➎➂
¤➌➍❿➄¤❷¤❷❸❿❺¤❼➁¤❹❸❻¤❼❷¤➎❸¤❹❺¤❼❿➍❹❺¤❷➄❺¤➎¤❺➁❶❿➂¤❺➁➂¤❺➁❿¤❷➍¤❿❿˚Ê
ÁÆÊÂʨ¼ ÈÂÕ ‐‐ÂÕ˟‾È❿¤➎➁¤❿➂➎❿¤➃❹➁❿❱¤❺➎¤¤¤➃➂❹➁¤❼❼❿➂❺➎¤➃❺➎¤❿❿➎¤➎
❰➎❹➂¤❼❿➂➁¤❺➍➁¤❺❿➁¤❺❸¤➎¤❷❿
úʨ‐ÂÕ‾ Ô‐ÊÛ¼ ˟Â‛Ê‾ÕÕ ÆÊ‐ÕÈ ‾Õ ªÆÂÀÊÒÈ ❹¤❺➄❿❿❸¤➅❹¤❹❺❺➎¤❺❿❷¤❺➂❹❼➂¤❺❼❿➄
❿¤➎➁¤➃❿❷¤❹➄❼❿➂❺¤❺❹❿❹❺¤➎¤❺➊❹❺¤❿➎➂¤❷➄➎¤❿❱❹❺➄➂¤➎➁¤❿➎¤❿¤❿➍➊
❸❚¤➃❹❸❸¤➌❿➍¤➅❹¤❿❸➄¤❿❱❹❺➄➂❺ ❹➂❿❹¤¤|||.cic{h`.ehi❺❹❱❶❶➍❺¤❿➄¤➎❸¤❿➂❸¤◜
❤❻¤➎❸❿¤➃❹➂¤➎❿❺❹➄¤❿¤❼❿➂❹➎➎¤❹❶➄❿❿➎¤❺➂¤❹➁❿¤➃❿❷❺¤❺¤¤❹❺¤❺➁❹❱➄❺
¤❺➄❿❺¤❿❹❼❹❹➂¤❿➂❹➂¤➊➍➂¤❿➎❶❿➂¤❱❹❺➄➂❺¤➎➁¤❹➄❹➎❿➗❱¤❹➊➎➁¤➂¤❿➊❺¤➎¤❺➂
¤❹❷¤¤❺❹➄❺¤❿❿❹➎❿¤❿❹❺¤➃❿➎➎¤❱❿❼➎¤❺❶➂¤❺➎❺❿¤➏❿➎❹❷¤❹❿❿¤➎¤❷❶➎¤❺❹❹
➎❸¤➃➁¤❹❼❹❹➂¤❿¤¤❹❹➎❺¤➂❺¤¤➅❿❱❺¤❹¤❿➎❺➄❹¤❿➄➂➂¤❺❶➂❿¤❼❿❹➊¤❻❸➂❸¤➂❹
➃➁¤❼❼❿➂❺➎¤❺❱❺➄❺❺¤➄❿❿❸➂¤➃❺¤➃❹❸❼❺¤➎➁¤➁❼❹➂❿¤➂❺¤➎➁¤➃❹➄❿❸❼➁¤➁❺¤❼➁❹❺¤❹➎❺ ❷➎❿➂¤❱❹❺➄➂¤➅❹❹➊➂¤❺➂¤❺❶❹➎¤➂➄¤➎❸❺¤❹❺❺➎❿¤❿❷❿❺¤¤➁❹❱❺➎¤❺❶➂¤➂❺
❿❹➎❿¤➅❿❷❶➎¤➎❸¤➃❼❿¤❱❿❼¤❿❼❿➁➎¤❼➂➄¤❿❹➂❹❶➊❿¤➎➁¤➂❿¤❷❶¤❺➄¤❿❺¤❤➂¤➁
➁❿➄¤➄¤❿❹❿➁❶➂¤❼❷❿➊¤➎¤➅❿❱❺¤❹❷¤¤❼❿➁❹❹¤➎¤❺❿❷¤❺➂¤❿❿➎➎❸¤❿❹❺❿¤❿❹➄
❹➎➂❹❶➊❿¤❿❼❼❿➂❺➎¤➃❹➄¤❹❹➂❺¤❱❹❺➄➂¤➎¤❿❼❹➊¤❿❺➂¤❺❹❶➊➍➊➂¤❿➁❿➂❺¤¤➅❷❿❿
❹➁❿➂¤❿❿¤❿➄➎¤➍¤❿❷❶❺¤➅➂➂¤➁➄➂❺➎¤➃❹❼➁❹¤❹❺➎¤➅❿❱➎¤➅❿❻❷¤❿➄➎¤❤➂¤❹➂¤➃➁
¤➅❿❷➎❿¤➎❸❺¤❿❼➎¤❿❹➎➂¤➅❿➂❸¤❼¤❷❹➄❺➎¤➎¤➊❶❿❺¤❺❼❿➁¤❿❹❿➂❹❼¤➁❿➎¤❸❿➂
➅❸¤❺➎¤❹❷¤❺❼¤➎❿¤❹➄➊➎¤❺❼¤➎¤➁❸➂❺¤➅➂❻❺¤❼❿➄¤❿❶➎❷❺¤➎➎¤❿❹➄❹➁¤❿➂¤❷❶❺
❿➎¤➃❹➄❿❹¤➎❿➂¤¤¤❹❹❺➎❿¤❿❹➄➎¤❿➄➂➄¤➎➁¤❿➂➎¤➎❸❺¤➎➁¤❿❹❷¤❷➎¤❿❿➄❿➂➎
➃❺❹❼➁➎¤➎¤❷❶❿➂¤➃➂❿❹❹¤❿➁¤❺❷➎❺❺¤➎¤❺❷➎❺➎¤➃❹❼➂¤❹➄¤➃❺¤➃❹❹❸➂❺¤➃❺ ❺❱❹❺➎¤❺❹¤➅❹➄¤➎¤❹❼❿❿
ÊÊÊÊÇÇÇÇÊÊÊÊÈÈÈÈÂÂÂÂßßßß≮≮≮≮ÂÂÂÂ‣‣‣‣ÊÊÊÊ ‛‛ ‛ ‛‾‾‾‾ ÊÊÊÊ ÊÊÊÊ‐‐‐‐ÕÕÕÕ‾‾‾‾ ‐‐‐‐ÕÕÕÕÊÊÊÊÕÕÕÕ¼¼¼¼ ÆÆÆÆÊÊÊʨ̈̈̈¼¼¼¼˚̊̊̊ÕÕÕÕ ÈÈÈÈÂÂÂÂ‾‾‾‾ÊÊÊÊ
❷➂❺➂¤❼❿➂➎➎¤➃❹❿➁¤❿➄¤❿❱❹❺➄➂❺¤❱❿➂¤¤❿➄❷¤❹❷
➎❿❺❹➄➎¤ ❿➄❿➂¤ ❿❹➁❿➂¤ ❿➍❹➊¤ ❿❷❿➊¤ ❿❿➁¤ ➅❿❺
¤➃❹➂ÆÊÊÕÂ‣Èʼ‾ ÆÊÒÃÊ‾ Û‐Õ ≮ ‾ÊÇÕÂÈßÊ‐‾ ˟¨Â˟
‾¨Â˟‾ ˖ÂÊ‐ ¨˟ÊÈ Â‣ ªÈÂ‾ÊÈ ‾¨Â˟‾ ‾‐ÂÒʼ ‣Ê‾ ≮
Á˟ÂÊ‐Õ Ôʼ Æʨ¼˚Õ ˟ÛÊÕÈ❿➎¤ ❿➄❹❼➂¤ ➅❹¤ ➂¤❺❹❶➂❿➎➊❹❼¤ ❺➂❷➎➂¤ ❿¤ ❿❷➎❺¤ ❰❿➍❸➍¤ ➃❹❹➍➂
❺➂¤❺➄❿➎¤❺❷❿➊¤❺❼❷❺¤➁¤❹❿➂❺¤❺➄❿❸➂
❺❺➂❺¤ ➎¤ ❿➄❿❺¤ ➃❹➄❺¤ ❼➁¤ ❿➂❹¤ ❺➂➄❿¤
❺¤ ❺➄❿❺¤ ➃➎❿➁❺¤ ➂❷➎➂¤ ➃❿¤ ➃➁¤ ❖❗❺➊¤
❺¤❺➂❺¤➎❹❷❿¤❼❷¤❰❿➎❹❺➅❼❹➁❺¤❼❷❺¤➅❼❹➁❺¤❹➄❹❹➊➂➎¤❺➂❿❺¤❰❸¤➌➍❿➄¤❰❿➎❹❺¤❺➊¤
❿➄❹❼➂¤➅❹¤❿➄❹❹❼❺❺¤❿❶➎❷❺¤➎¤❰❹➎❺¤➁❹❸➂¤❼❹➊¤➁❼❹➂❺¤➁❺¤❿❹❺➂➎❿¤❿➎
❹➄❺¤❿❶❿❼❺¤❿➄❹❺¤➁❼❹➎¤➃❹➂❿❺❿¤➃❹❿❺¤❺❼❷❺¤➁¤❺❹❶➂❿➎➊❹❼¤➃❹➄❼❸¤➎❺¤➁❼¤❿❹➁❿
➎¤❺➄❹❼➂❺¤❹❸❻➂❿¤❹➂❿➎¤➅❿❷❶➎¤➏➁❿❹❺¤➁➎¤❼❿❿❺¤❹❶❹➍❹➄❿¤➎➂➂➎¤❺➂¤➗❱➄➍❹
¤¤¤¤
Do~fhicey( Jm`ry Gouum`lmr( Th}ejuth`m Bhhg ) Uoih` ! Uej}utmr& 3??=( OUB@ >)1<3)=3>??)3
❚¤❼❿➊¤❼➎➗❱❿¤➅❿➍❹➄¤❼➗❹¤➃❹❹➄❺¤➊❿¤➗➗❺❖❖➃❿➎➎¤➎❿➄¤➍➊¤❺❸❿❻❿¤◜
גום #
לחי8
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
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➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
˟ʨÇ˖Â‐ ÈÛ ˟ÒÒÂ¼Õ ‾˟Ê‾ ÆÊ˚ É˚Õ¼ ˟Ê‣ߨÊ‣‾ ‾ÊÇÕÂÈßÊ‐‾
Ú˟ÂÃÂÀ‾ ÔË‣Õ Bcfc`em ha
^h|mr ÁÁÆʨ¼˚Õ ÈÂ‾ÊÈ ÔÂ˚‣¨‾ ÊÕÂ‣Èʼ‾ ÔÂ‛Õ‾❸➁➂¤➎➁❿➊¤➃❿❹❺¤❤❹➊❿➍❿➎❹➊❺¤➅❿❹➁❺
❚¤❶❹➂➍¤➃❼¤➎¤❺➎❸➎❸❺¤❿➎¤❺➂❿❼¤❿❶➎¤❺➎❹❿➂❺¤➄❻❿➂❖❺➎❹❿➂¤❺❹❿❷¤❼❹¤❹❸¤➍❱¤◜
➃❹❼❹❷❹¤ ➎¤ ❿❹❸❿➄❺¤ ➃❺❹❿➎❿➁➊¤ ❰➍➂¤ ❺❿❸¤ ❺❷❿❿➎❹➁¤ ➎¤ ➃➄❿❶➎¤ ➊❿¤ ❤➃❿❹¤ ❹➂
➃❸➍❺¤➂❹❷¤❹❷¤❿❹➊❿❹❺¤❿❸➎➂➂❺¤➅❹¤❐➍➄➍➄❺¤➊❿¤❺❹➎❶❹¤❐❺❹➁❺¤➅❿❿❹¤❺➄❹❼➂❺
¤❺❹➎➊❶➍❿¤➎¤➃❿➎❺❗¤❺❼❷❺¤➁¤¤❿➎¤❹➄❼❿➂❺¤❺❹➍❿❿¤❷➊❺¤❿❷❿❸❺¤➅❻➂¤➅❿➁¤
¤❿➍❺¤❿➁˟ÂʨßÕÊ‣‾ È˚ ˟ÂÊÈÒ¨¼ÊÂ‣‾ ˟ʨÇ˖Â‐➎¤❺➂❸¤➂❹¤➃➎❿➁❺¤❤❺➍❹➊❺¤
➎➁¤❼❷¤❿❹➊❹➊❿¤❿➎❿❸¤➃➎❿➁❺¤➎➁¤❼❷¤➍❹¤❶➎❿¤❰❸¤➃❿❹❹¤❶➎❿¤❼❷¤➃❹❺❿➎¤❿➂❸¤➃❹❹➂❺
➅❿❹➁¤¤➃❹❹➎¤❿❼❺¤❹➂❿❺¤➍❹❺¤❷❹➎❺¤➎¤➃❹❹➄❹❺¤❹➂❹¤➊❿¤❿¤❹➎➍❹➄❿❺¤❺❹➍➄❸❺
❿❹➊❹➊❺¤➃➁¤❰➂➂❺¤❶❹➎➊➄❿❺❿¤➃❹❹❿➎¤❿❿¤❺❿❷¤❹➁➂¤❤➃❹➂❿❱❺¤❹❻❸➂❺¤➅❿❶➎❺
❺➄❹❼➂¤➎❸¤➎❸¤❿¤❿❷❿❸❺¤➅❻➂¤➄❹❶❿❼¤➍❹➍¤➎➁
❺❷➊❺¤ ❺➎¤ ➃❹❹❸❿➄❺¤ ➃❹➍❶➄❹❺¤ ¤ ❺➂❼❹
¤¤❼❷¤❺➄❹❶❿❼Ú‾Ê‐Õ‾ ˟¼ÂÇ Rcouh` d‟mtct ÔÂ‛Õ‾ÁÆʨ¼˚Õ ÈÂ‾ÊÈ Ê˚‾ ÊÕÂ‣Èʼ‾❸➁➂➎¤➍❹➍❺
❼➄➂¤➍❿❼❺❿¤➎➄❹❼❺¤❤❹➂➂❺¤❹➄❼❿➂❺¤❺➄❹❼➂❺
❺¤ ❹❿➎¤ ❰➎➂➎¤ ❹❺¤ ❺¤ ❿❹➎❹¤ ➅➗❱➊¤
❚❿➎¤❹❿➊❹➍➂¤➗➗➁❺¤❹➗➗❸¤❿➄➎¤❸❿➂¤❹➂❿¤❐◜
❤➅❿➁❺¤➍➂❿❼¤❼➄➍❸➎¤➎¤❿❶➁¤❹➊➂¤➃❹❶❹➍❿➂❺
➃❹❸¤➃❹➁➂❺¤➎❸❿¤➎❸➎¤➎➁➂¤❹❺¤❺➄❹❼➂❺¤❿❶
❿❿➁❹¤❿❿➂➎➅¤❿❺¤➃❼❺❿¤❷➂¤❼➁❹❺¤❿➂❹➂➎
❺➁❿❹¤❿❿➂➎¤❺➄➄❹¤❺➄❹❼➂❺¤❺¤➃➎❿➁¤❿
❶❹❼➎¤❿❸❿❻¤➅➄❹¤❿➄❹❼➂¤➎¤➃➎❿➁➎¤❿¤❺❿❿❺¤❿➅➂❿➁¤➎➁¤➍➊¤❿❸❿❻¤➅❺¤➎¤❼❿¤❺➂¤❹❹➁¤➎➁
➎❷❺❿¤❿❸❻❺¤➎➁¤❿➄❹❺¤❷❿❸❺¤➎➁¤❼➄❺¤¤❿➁➎
❿❶✊¤ ➄❹❶❿❼¤ ➎➁¤ ➍➍❺¤ ❿❹➎❹¤ ❺➁❿❶¤ ❼❹➂
❿❹❹❿¤➎¤➃❹❹❿❺¤¤❼➍❹➍¤❿❺¤➊¤❸➎➂➂¤➎¤➃❹❺¤➃❹➍❶➄❹❺¤¤➃❼➎¤❹❼❸¤➗❺➄❹❼➂❺
➁❿➄➂➎¤ ¤ ➅❿❺¤ ❤❿❹❼➁❹¤ ❿❹❿➄❿❹➁¤ ➃❿❼❹➎¤ ➃❹❹❶➊➂¤ ➃❹➄❿➁❹❶¤ ➎¤ ❸➂❿¤ ❸➁➂¤ ➍❹❹❱❿¤ ❼❷❹
❹❺➎¤¤❹➄❺¤❺➊❿❹¤❹❷➂¤➎➁¤❶➎❺➎¤➃❹❱❿➍❺❺¤¤❺❿❼❺¤❹➂❿❺¤❺❸❿➎➂❺¤❷➊➂➂
❹¤➊¤➎¤❺❿➎❹❿➂➎
¤❿➍➄❸❺¤❿❹➍❹➂¤❺➎¤❹¤❿➎❱¤❺❺¤➅❿❹➎❿➊➄¤➅➂❻¤❿❹¤❷❿➂¤❺➄¤➃❹❹➂❗❼❹➁❿➎¤
❺❹❺¤➃❿➎❺¤❹➂➂¤¤➎❹❿❺¤❹➂¤❿➎❶❿❿¤❹➊❿➍¤❷❿➄¤❼➁❿➂➎¤❼➁¤➃❹➍➄❿❸➂¤❿❹❺¤➃❺¤❺➄❹❿¤➃❿➎❺❚¤❹❶➍❿❺¤❿➍❹❺¤➎¤➏❿❷❺¤¤❰❹➄❶➂¤➅❿❿¤➍➄➂➎¤❰❹➍➄❺❗❖❗❺➊❿❹¤❺➁❼❹¤❺❼❹➁❿❺¤❹❷¤◜
¤ ❺❹❿❼➎❿¤ ❺❸❿❺¤ ➃❿➎❺¤➊❿¤¤ ➃❹¤ ➂❷➎➂¤ ❹➊¤ ❼➁¤ ➃❹➄¤❗❿¤➃❹➄¤
¤ ❺➄❿❺¤ ➃➎❿➁❺¤ ➂❷➎➂¤ ❹➊¤ ❼➁¤ ❿➊➍❿➄❖❺❹❶➂❿➎➊❹❼❺¤ ¤ ❿➎¤ ➃❹➄¤ ❺❷➄❺¤ ❿❺¤
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❺➂❸➍❺¤❹❹➄¤❿➁➂¤➃❹➂¤➁➄➂¤➃❹➄➂❺¤❼❿❷❹¤➎❱❼¤❺➊❿❹¤❿❹➁❺¤❺❸❿➎➂❺¤❿❷➊➂
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8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 14/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼❗
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
¤➃❹❿➂❹➁¤➁❹➄➂➎¤➎❸❺¤❺➁❿¤➃❹❸➎➂❺¤➅❹¤❿❹➊❿➍➅❹¤❿❹❿➁❹❹❺¤❹➍❿➂Æʨ˖ ˟ÕÃÈÕ ¨¼˚Õ
ÁÈ˚ÂÀ ÈÂ‾ÊÈ ªÆʨ¼˚Õ‾ ¼Â¨ ÂÕÀ ª¨Ê˚Ê ¨ˁÂ˟ ‾Ê‾➎¤❹❶➍❿❺¤❿➍❹¤❰❹➄❶➂¤➎¤❿❹❿❹¤
➍❹❺❿¤❹➍❿➊❺¤➍❹❺¤❹❶➍❿❺¤➍❹❺¤¤➃❹➍❹❺¤❿➎¤➅❹¤❺❿❼❺¤❹❺¤➎➁¤❿➂➎¤❿➁❼❹
➏❿❷¤❿❹➄❹❼➂➂¤❺❿❸¤❹¤❿❹❶➄➄❹➂❿❼➎¤➊¤➎¤❺➊❹❺❿¤❿❸➊❺➂¤➎¤❺❹❸➄❺¤❼❱➄¤¤❹➍❿❺
➃❹➊❺¤❼➂➁¤❿❸➂❿¤❺❹❼➎❿➂➎¤➃❹➍❿❺¤➎¤❺❹➎➊❺¤❿➁¤❿❹¤❿➊❹➎❷❺¤➃❹❶➍❿❺¤❱❻❱❿❻➂
➏❿❷¤❿❹➄❹❼➂¤❺❶➄❿¤❺❹❶➍❿¤➃➁¤➃❹➂❼❿❺¤❺❹➂❸➍❺➂¤❷❿➂¤❺➂➁¤❺¤❺❹➍❿¤¤❿❿❺
➃❹➄❿❷❺¤❺❹➂❹➎¤❿➎❹❿❺¤❿❹❼❷❹¤❐❺❹➄➂❱¤❹❷❶➂¤❱➍➎¤❺❹❶➍❿➂¤❺❼¤❺❹➍❿➊¤❐➅➎¤❹❹➍❱
❹❶➍❿❺¤❿➍❹❺¤➎
¤ ❿❷❿❸¤➅❻➂¤➎¤ ❺❼❷¤ ❸➁➂¤ ❺❼➎❿➄¤ ❺➊❿❹¤ ❰❹➄❶➂¤➄❹❶❿❼¤❿➍❺¤ ❿➁˟ʨÇ˖Â‐
Ú˟Ê˚ÛÕ‾ ‾˖ÊÇÊÈÂß‾ Rmcf~hfotog ÁÆʨ¼˚Õ ÈÂ‾ÊÈ ÊÛʼ¨‾ ÊÕÂ‣Èʼ‾ ÔÂ‛Õ‾ Á❹❹¤ ❰➂❺
❺➄❹❼➂❺¤❿❶¤➄❹❶❿❼➎ Rcouh` d‟mtct Á➎¤ ❿❼➂¤ ❹➂➂➍❹¤ ➅❿❿¤ ❿❶❿¤ ¤ ❺❹➄➂❱¤ ➎➄
❚❗❖❚¤❹❹➎❺¤➅❿❹➎❿➊➄¤¤➊¤➍❹¤➎¤➊➄¤❿❹❹¤◜❗➅❹¤➃❹➍❷❹¤❹❸¤❿➍❱¤➃❺❹➄¤◜
➃❸➍❺¤❹❸¤➅❹➂❺¤❹❹➎❺¤➅❿❹➎❿➊➄¤❼❿❹¤➃❹❹➄❺¤➅❹➂¤❻❷❺¤❹❸❿¤❹➄❷❿❸¤➍❹➍¤➎➁¤➃❹➁➄¤❿➄❹❼➂❿❹➎¤➎➎¤➎➁➊¤❿❺¤❺❹❿➊❹¤¤➄❷❿¤❺❹❸➁¤¤❺❼❹❺¤❷❼¤➊¤¤❼❼❿¤❺➄❹❿¤➎¤➃❿➎❺
❺❿❹➄❹❼➂¤❹❱❶❶➍¤❿❹➎❿¤➊¤➎¤❶➎❷❿➂❺¤❺❼❿❼❹➎¤❿➊❿➍¤❹❺¤➃➎❿¤➃❿➎❺¤➃❸➍❺¤➍❹❺➎
➃❺➂¤➁❱➊➄¤❺❹❺¤➃➊❿➍❸¤❼❱❿➂¤❼➁❹¤➎❸¤➎➎¤➃❹➂¤❼❼❿➁➂¤❿➂➁¤¤➂¤❿❿¤❿¤❹➂❿➎➄❹❺
❱❻❱❹❻¤❿❺¤➃❱¤❱❻❱❻➂¤❺❹❺❸¤❿➎¤❿❹➎❿➊❿➊❺¤➂¤¤➎❺❺¤➁❼¤❺❹❺¤❿❿❹➄❹❼➂¤¤❺❷➄❺¤❺➂
➃❹➊➂¤➃➄❿❶➎¤➊❿¤❰❼¤➅❿❿❹❸¤➎➎¤➃❹❱❹❺➄➂¤❺❿❶➎¤❸❿❻¤❺➄➄❹¤❺❹❿❶➍❹❺❺¤❰❿❺¤❷❿❿❶
➃❹❼➁❹¤❹➄¤❿❹❺¤❿➂❿➁➎¤➂➍❹➎¤➃❹❿❹➂¤➃❹➂➎¤➃❺❹❿➄❹❼➂¤¤➃❹➎❹❿➂❿¤➃➁❺¤➅❿¤
❹¤❼¤❿❿¤➅❹❹➄➁¤➎¤❰❸➎¤➁➂¤❺❹➄➂❱¤❼❿❷❹➎¤❹❺➎❿¤❺❹➍❿➊¤❼➂➁➂¤¤❻❷➎¤¤➃❹❿
❺❿¤❐❺❹❼➁❹¤¤❹¤❺❻¤❼❿➁¤➎❸¤❰❹¤❹➂¤➃➁¤❿❹¤❿❸➎¤❿❸❻❺¤❺❹❺¤❺❹➍❿➊➎¤❿➍❹➊➎
❹➊¤➅❿❹¤➎❸¤➎➄➎¤❺❶➂¤❿❿❹➄❹❼➂¤❿❹➂❱¤➎➁¤➂¤❺❹➄➂❱¤➎➁¤❺❹➄❿➂❱❺¤❺❹❹¤❺❹❶➍❿❹➁➂❺¤❺❹❶❹➎❿➊❺¤➄❹❶❿❼¤❺❹❱❿➎❿❼❹¤➎¤❿➎❱➂❺¤➎➎ Rmcf~hfotog ❿➎➎¤➌❿➍➎¤❺➎❹❿❺¤
➃➎❿➁¤❿➂❷➎➂¤❹➎❿¤❺➊❿❹¤❿➂❹❷❺¤➏❿❹➂➎¤❹¤❷❿❸¤➎➁¤❹
❹❶➄➎❶❺¤ ➍❿➄❹❿❺¤ ➎¤ ❹➄❺¤ ❼≮‾ ‾‣Õ‾ ˟ÈÊÃ˟ ‐Û≤∐˟Ê‣˖ʨÕ‣‾ ‾ÊÇÕÂÈßÊ‐¼ ‾ÇÈ˚
Ú˟ÂÈ‐¼‾ ˟ ʨÇ˖Â‐ Ouhfctoh`out ÁÆÊÊÕÂ‣Èʼ Æʨ¼˚Õ ÈÂ‾ÊÈ ÔÂ˚‣¨‾ Ê‣˖ʨÕ‣‾ ÔÂ‛Õ‾ Á❹➄❺¤
❚¤➅❿➍➊➗❱¤➍➂❿❗❖➊¤¤❺❹❺¤➎¤➏❹➁❺¤➅❹¤❿❷❿❸¤➂¤➅➄❹❺¤➅❿❹➎❿➊➄¤❿➂❷➎➂¤➍❱¤◜
➅❿➍❹❼➂¤➍➂❹❹➗❱¤❹➄❺¤❹❹➂¤❿➁❺➎¤➃❿➂¤❺¤➎❿¤❺❹➄❶❹¤¤➃❹➂❹❺¤➎¤➏❹➁❺¤➅❹➎
❚❗❖❿❺¤¤❹❺➎¤❹❼❸¤❿❿¤➃❹➍❹➂¤➌❿➍❹➎¤❹➎❸❺¤¤❿➁❺¤➎❸¤❼❹❹❷❸¤❺➂❷➎➂¤❹❼❱❺¤◜
¤➁¤❿❺¤❶❿➁❹➂❺¤➎¤❿➄❿❶➎¤❷❗
¤ Á˟ÂÈ‐¼‾¯ ¨ÂÕ ˟ʨÇ˖Â‐
❿❷❿❸❺➂¤ ➁❿➄➂➎¤ ¤ ➅❿❺¤ ❤❺❹❿➄❿➁
➃❹❷❶¤ ❶❿➎➎¤ ❿¤ ➃❷➎❺➎¤ ➃❹➊❿❹❺
❿❷❹¤➃¤¤❺❺❺¤❰❿¤❺❹➂¤❿❹
¤➗➗❺¤❹❶➄➎❶❺¤➍❿➄❹❿❺¤❷➂¤
❹❸¤ ❺➍❹➊❺¤ ❤❺❼❺❺¤ ➃❼❱➄¤ ❺➂❷➎➂➎
❿❼❸❺❹❷¤➎➁¤❶➎❷❿➂¤❺❹➄❿➂❱❺¤➗➗❺➎
➃❹➍❷❹¤ ❿➁❺❹¤ ¤ ❹➄❺¤ ❹➁➂❺
❺➊❿❹¤ ¤ ➃❹❹➄❹❼➂➅❹❺¤ ➃❹➂❿
➎¤❷➂¤ ❹❷¤ ➅❹➁➂¤ ❺❹➍❿¤ ❺❹➊
➎❿❷¤❺¤¤➄➂❿❶❺¤❺➄➁❹
¤¤¤¤❖
העזאם8
זגאתן#
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 15/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼❖
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
‾Ê‣¨Â ˟ÊÊ‐Õ ‾¼Â˟ ˟ÂÀ˼ ÂÛ‐Ê˚ ª‾ߨÊ‣ ˟˚¼Ê¼ ÆÊÈÂ‛‐ ÆÊ‛Ê‾Õ ÂÇÈ˚ Ô‾¼ ˟ÂßÂ˖˟‾ Ôʼ
ÁÆÊÊÂ‣¨ ˟ÂÃß ÆÊÇÊÈ˚ ÔÂÇÈ˚È ÂÈÛ ªÆ‾Ê˟ÂÊ‐ÕÈ ‛Â˚‛˚ Ç˖˚ ‣ʼ‾È ªÃÂÂÇ ˟À¨‣❺❹❺¤ ❰❸
❿❹➄❹❼➂¤❿➄❹➂¤➎➁¤❿➂➎¤❿➁❼❹¤➎¤❿❹❿❹¤➎➄❺¤❼❹➊➂¤➂➍❹¤➎¤❿❹➊¤➃➁¤❺❹➄➂❱
❿➄❹❹➊❺❿¤❺❼❿❼❹➎¤ ❿❹❺¤ ❺❹❿➄❸¤ ➎❸¤❼❱➄¤ ❹➄➂❻❿¤ ❺➂❷➎➂➎¤➁➎➄¤❺❹➄➂❱¤❼❹❸¤❿➄➄❸¤➏❿❷❺
❿❹➄➂❿➎❺¤➏❷➎❺¤❿❿➎¤❼❷❿❹➂¤➎❺❺¤➁❼¤❹❷➎¤➃❹❹❱¤❿❹❺¤➃❺¤❿❹❻❸❿¤❿❹❶➎❷❺¤➍❿❷
❺❿➄¤❿¤➏➂➎¤➃➎➂➂¤¤❿➊❷❼¤❹❹❶❿➊➍¤➁❿¤➃❹❹➂❿➎➄❹¤➃❹➍❷❹❿¤❺❹❶➂❿➎➊❹❼¤❿
❹❶➂❿➎➊❹❼¤❿❹❿¤➎¤❿➍❷❹❹❺¤❿❹¤❻❷¤¤➅➂➂➎❿¤❿❿➂¤❿❹¤❿❸➎¤❹➎❹❿❶❹❶¤❿❶➊❺➎
➃➁¤❺➎❷¤❺➎➂➂¤❺➂➁❺¤❺¤❹➂❹➄➊¤❺❹❶❹➎❿➊➂¤❺❿❸¤❿➄¤❺➂❷➎➂¤➎¤➃❿❹❺¤❺➎➊❺¤➎❸
❚¤❹➄❺¤➃➎❺➎❹❿¤❹➄➂❱❺¤❻❹❹❺¤❺❻❷¤❹➄➂❿➎¤❺➁❿➄❗❗❗❖❗❿❸❺¤❷¤➏❿❷❿❹➄❹❼➂¤➃❹❹¤◜
Ú˟ÊÕÈÂÛ ‾˖ÊÇÊÈÂß\mft~hfotog ➎❿¤➃❹➂¤❹❹¤❺❷➂❿➂¤❺❹❺¤➍❺¤➎❸¤➎➎❿¤➅❿❿❹❸¤➎❸¤➎➎¤
❷❿❿❶¤❸❿¤❿❼❼❿➂❺➎¤➎❺¤➏➂❿¤¤➍❷¤❺❹❺¤❰¤➃❹❶➂❼¤➃❹➁❿¤❹❹➂¤❺➎❺¤➃➂❿❹➍
≮Õ³∈ώ³Á‾˟˚‾ ÊÕÈÂÛ‾ ¨‐Ò‾❰❿❿❷❿❸❺¤➅❻➂¤➎➍❿❷¤❿❹➂❱¤➎¤➃❹❶➄➂➎❺➂¤❼❷¤➎❸¤❺➄¤
❼➍❺❹➎¤❿➊❹➍❿❺¤❿❺¤❹❼➊➂¤➅➊❿❼¤❿❹❺¤➎❿¤❿❷❺¤❿❹❺➎¤❿❸➊❺¤❺➂❿➁¤➎¤➃❹➄❷➂¤➎❿➁➊➎¤➎❼❷❿❹❺¤➃❺➎¤❿❹❱❶❶➍❺¤❿❹➄❸❿❺¤❿❹➂❹➄➊❺¤❿❹❶❹➎❿➊❺¤❿❸➁➂❺¤➎➁¤❿❶➎❺¤➃❺¤❰❸¤ ❹➂➎❿➁❺
❹➎❸❸¤❺❹❶➂❿➎➊❹❼➎¤❿❹➄❹❼➂¤❿❶➎❷❺¤➎¤❰❹➎❺➎¤➅➂❻❺¤¤❿➎❹❱❺❿¤❺➎❿➁➊¤❿❹❺➂¤❿➄❿➂
➎¤❺➎¤¤❺❹❺¤❿❻¤❺¤❿❸➁➂¤➎❿➂¤❹❿❸❹➍¤❺❹❺¤➎¤¤➅➂❻¤❷❿➎¤❺➁❶➂¤➃❹➂¤➅❿➊➎
❿➎❺➄❺❺❿¤ ❹➂➎❿➁¤ ❿❹❶➄➄❹➂❿❼➎¤ ❿❷¤ ❺❹➄➂❱¤ ❺❿❷¤ ❺❹❺¤ ➏❿➊❹¤ ❿❺➎❸¤ ➂¤ ❼➁¤ ➅➂❻
❿❿➍❿❶❶➍❺¤➎➁¤❿➂➎¤❺¤❺❹➄❶❹¤➅❹¤➂¤❷➊❺¤❿➂❹➁¤❺❷❹❶❺¤❺➎¤❿➂¤❹➎❺
➎❹➂¤❺❹➄➂❱¤❼❱➄¤❺❹➍❿❿¤➊¤❺❹➄❶❹¤➅❹¤❺❹❹➎❿¤❺❿➄¤❿❿¤➊❺➎¤❺¤❺❹➄➂❱¤➅❹➎
❚¤❶➎❻❿¤❿❼❿❹¤❹➄❺¤➃❹❹❖❖◜‾˖ʨÕ‣ ˟Â˚¼Ê¼ ˟ÊÃÂÀ ‾ÊÇÕÂÈßÊ‐➍❶➄❹❺¤➃❿❼❹¤➎❱❼¤
❹❶➍➄❹❿❿❼❺¤❺❹❿¤➅❹➂❺❿¤❰➂➂¤➂¤➃➄❹❺¤➃❹❹➂❿➎➄❹❺¤➃❹❹❷❺¤❿➍❹➊➎¤❹❹➂❺¤❹➂❿➎❺
❶❶¤➎❷❺❿¤➃➎❿➁❺¤➅❿❷❶➎¤➃❿❹¤❺❹➄➂❱¤❺¤❹❹❺¤❿❹❺¤❿➄❿➁¤➎❿¤❻❷❺¤❿❼❹❺¤➎❿❷❿❸❺¤➅❻➂¤➄❹❶❿❼¤➍❹➍¤➎➁¤➊❿¤❺❹➄❶❹¤➃➁¤❺➎❿➁➊¤➌➎Tjm Bcfc`em ha ^h|mr ➌❿➍➎¤
❿➎❹❿❺❿¤➃❹❿❹➂¤➃❹❿➂❹➁➎¤➅❿¤❿❱¤❿❹❷❺¤❹➍❷¤➅➎❺¤❹➂➁¤❿❷❿➎➎¤❿❸➊❺¤❺➊❿❹¤❿➄❹❼➂
❺➄❿❺¤➃➎❿➁❺¤➂❷➎➂➎¤❹❺¤❗
❹➊❿❷❺¤ ❺➊❿❹¤ ¤➎❹❺➎¤ ❺❷❹❱❺¤ ❹➂
❚¤➅❿➍➎❹❿¤❿❼❿❿¤❹➄❺¤➗➗❺¤❺❹❺❖◜
❹❺ª˟Ê‣˖ʨÕ‣‾ ijÂÃ‾ ˟ÂÊÊ‐Õ¼ Éß‾ÕÈ
‾ÊÇÕÂÈßÊ‐‾ ˟¨˖Û¼ ‾‛¨‐Õ ˟ˁÊß˖È
ªÆÊÊÕÂ‣Èʼ‾➃❹➂¤➗➗❺¤¤❹➁❿¤
¤❼❹➁❺¤➃➎❿➁❺¤❹❷¤➃❹❹❶❹➎❿➊❿❹❱❺
➃➎❿➁❺¤➂❷➎➂¤❺➊❿❹¤❹❷➂¤❰❿➎¤❿
❸➎➂➂¤ ➅❹¤ ❺➂❷➎➂➎¤ ❺➄❿❺
❿❶❺ Go`ldhi ha Jmcqm`❸➎➂➂¤ ➅❹➎¤
➎➊❿❺ Go`ldhi ha J}`fc`d ➅❿❷➄¤❤❿❶➂¤
➅❹¤❹❸¤➍❱¤❺➊¤➎➎¤❹❿❺¤➎➁¤❶➎❷❿➂
❺➂❿❺¤➃➁¤➂¤➎❸¤❹❹➂❺¤❺➂❿➎
¤¤¤¤
❗¯ ÊÒ¼‾ ¨¼˚Õ‾³ώ∐∈Á❹❱➄❿❺❿❶➍❿❺¤ ❺❹➊➂❹❺¤ ❹❷❶➎¤❺➄❹❿❱❺❿¤ ❺❹➄➍❿¤ ¤ ➃❹➄➎❺¤ ❿❻❿❷➂❺¤ ❷❿➊❹➍¤ ❿❺❹➄➂❱¤❸❹➂¤➃❹❱➄❿❺❿❶➍❿❺¤❺❿❶➎¤❷❶❺➂¤➎❷➂¤❱❿➍❹¤❺❹❶➍❿➂¤❺❼❿¤❷❿➊❹➍➎¤❺❼❱➄❺¤❺❹➍¤❺❸➂¤❺❹➍❿
❹❺¤❿❹❿➍❹❺¤❹¤➎❿➂¤❺➂❷➎➂¤➅❸➍❺➎¤❺¤➎¤❺❹➍❿❿¤❷➂¤❺❹❿❹❼¤➎➁¤➁❺➎¤❰❹➂¤➃¤❺❹➍➎¤❿➎➊➎¤❿➂❹❹❺❹➊➎¤➌❿➍➎¤❹❺¤❹❼❹❹➂¤❺➂❷➎➂➎¤❱¤➎❿¤➅❿➊¤❹❼❹➎¤➁❹❱❺¤➅❿❺¤❿❹➍¤➂❺¤❿➂➎¤❷❿➊❹➍❺¤➃➁¤❺➂❹➎❺❿¤❺➎➊❺
❺➄❿❺¤➃➎❿➁❺¤➂❷➎➂¤➎Bhu`oc` Erouou( M`eyefh~cmdoc Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro`t8m}95:5><=( 3:.1.2>>5
➊❿¤❹➄➂❱❺¤➍❹❺¤➃➁¤➎¤❹➄➂❱❺
אהפכ8
ךםךמזן#
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 16/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
¤¤➃❹➎¤❺➎❷❺❿¤❹➂❿➎➄❹❺¤❹❶➂❿➎➊❹❼❺¤❺❹❻¤❹❻❸➂¤➃❿❱➎¤➗➗❺¤❺❸➊❺¤❿❿❹➄˟ʨÇ˖Â‐
ÁÆÊÊÕÂ‣Èʼ Æʨ¼˚Õ ÈÂ‾ÊÈ Ê˚‾ Ê‣˖ʨÕ‣‾ ÔÂ‛Õ‾ ÁÔÂÒÈÊÂ❺➂❹➂¤ ❺❹➂➎¤ ❤❺❹❿➄❿➁
❷❹❸❿❺➎¤❺❹➎➁¤❺➎❿❸¤❿❿➄❺¤➅❿❷❶¤❺➄❿➂¤❺➄❿❷❶¤➃❹❹❸❿➄¤➃❹➍❶➄❹¤➍❷¤❹❺¤➃➎❿➁¤❹❷❹➂
¤❼❹➊➎¤❺➄➁❹❺¤❼❹➊➂¤❹❺➎❸¤❺➄❹❼➂¤➎¤❹➊❺¤❰➎❺➂➎¤❼❱➄❺➎❿¤❺➎❿❼❱¤ÊÕÈÂÛ‾ ¨ÇÂ˚‾
➃❺➄❹¤➃❹➍❷❹❿¤❿➄❹❼➂¤❺❹❶❿➂❼❺¤➅❿❹➁¤➊❺¤❺➄❿➂¤❹➂➎❿➁❺¤➃❿➎❺¤❤❹➎❿➎❱❺¤❿➍❹➊
❺➄❹❼➂❿¤❺➄❹❼➂¤➎❸¤➎¤❹➂❿➎❺¤➍❶➄❹❺❿¤➃❼❹➄¤❿➂❸¤❼¤❶➊➂¤❿➄❿➁¤❹➊➎➁¤❼❹➁¤❿❶➊❹
❱❹➎¤¤➃❹❺❿¤❺❱❺¤❿❺¤❿➎¤❿➄❿❹➁¤➃❿❼❹¤❰❿➎¤❹➎➍❹➄❿¤❶➊➂❿¤❿❷¤❸➁➂➎¤➌❿➊❸¤❺❹❺❹
❿➂❿❺Tjm Fmcl}m ha @ctoh`u❿❼❷❿➂❺¤❿➂❿❺¤➅❿❱¤➎¤➂❼❿➂❺¤❺❹➍❿❿❺¤¤
❶❹➎➊➄❿¤❹❷¤❶¤➍❿❷¤❿❹❺¤❺➄❿❺¤➃➎❿➁❺¤➂❷➎➂¤➎¤❿❿❺¤➅❿➍➎❹❿¤➎¤❿➄❿❻❷¤❿➂➎
❺➊❿❹¤❿❻❷❺¤❿➂❿❺¤❹¤¤❿➎➎❸¤➎¤❹➍❿❿¤➃❿➎❺¤❹➄❿❹❼¤➊➍❿➄¤➃➎❿➁¤➂❷➎➂❿¤❹❱❿➎❿❼❹
➅❿➎❸➎¤❹❺➎¤❹❼❸¤❿➎¤❿❼❿➁¤❺❹❺¤❹❼¤❺❹➍❿❿¤❺❹➄➂❱¤¤❹❺¤❹❹➍❿➎❸❿➂¤❹❷➂¤❿❿❹❺¤❿❹❼❷❹
❹➂❹➄➊¤❺❹❿➄➊❿¤❹➂❿➎➄❹¤❺❹➊❿❶❿➎¤❹❹➂¤➅❿¤¤➃❹❸¤❹➄➎¤❺➄➁➂¤➅➄¤➃❿➎¤❼➎❿➄¤➃❸➍❺❺
❺➂➂¤❰➊❹❺❺¤¤❿❱❹❺¤❿❹❿❹¤❼❿¤➎¤❹➍❿❿¤➃❸➍❺¤❿❷¤❿➄❹❼➂❺¤❿¤❺➊❿❹¤❿➄❹❼➂¤➎❹❶❹➎❿➊❿❹❱¤❺❿¤❿❻❹❷¤➎➁❿➊¤➎¤❹➍❹➊¤❺❹➄➂❱¤¤❹➎❷❺➎¤❿➄❿❿❸❺¤➃❺¤❿➄➄❸
ª¨ÈÇÊ‾ ×ÈÂ‐‣ ˟à ˟ÃÈ˖‾ ÉÂ˟È❚¤❹➄➂❱❺¤❺❹➊❺❖➃❿➄¤➎❿❸❹¤❿❸❻¤❺➎❿❼❱➎¤➁❹❱❺¤◜
➎¤❼❷➂¤❺❻❹¤❤❿➎¤❺❹➊❿➍❿➎❹➊❺¤➃➍¤➎¤❼❷¤➁❱¤➎❿❸➍❿¤❿➄❱¤➎❹¤❿❺¤❿❹➂❿➄¤❺❹❱❿❱➂❼❿
➎❿❸❹❿¤❺❿➂¤➃❼¤ ➎¤➃❹❶➄❹❶➍➄❹¤ ➎➁¤❹➎❿➊❿➊¤ ❺❻❹¤➎❿➂¤ ❹➎❹❼¤ ❹➄➂❹¤ ❺➂❸❷
➁➄❸❺➎¤➃❹➄❸❿➂❿¤➎❿➂¤➎➎¤❿❹❺¤➌❿➍➎¤❼➁¤➅❿➍❷➎¤➅❿➍❷➂¤❿❹❹❿¤❷❼¤❿❹❱❿➎❿❸❹➍➊¤❿➎❿❷¤❹❿❺❹❻
❺❹➄➂❱➎¤❺➁➄¤➎❿❿➁➎¤➍❷❹❹❺¤➃➎❿➁❺¤❿➄❹❼➂¤➎¤❶¤➎❺¤➅❿➊➂❺¤¤➃❹➂❷¤➎➎¤➎❹➄¤❿❿➂➎
❺➄❿➂¤❺❹❺¤ ❿❹➄❹❼➂❺¤➅❿➄❸¤ ❰❹➎❺❿¤ ➎❿❺❹➄¤ ➎¤➃❹➄❿➂¤ ❿➄❿➁¤ ❹➊➎➁¤❼➁¤ ➎¤❹➍❿❿¤➃❸➍❺
❺❹❺¤❺➎❿➁➊¤➎❸¤❺❷❹➎❺¤❿❹❹❶¤➎¤❻❺¤➎➁¤➍➍❿➂¤❺❹❺¤❺➎❿➁➊¤➎❸¤❿❼❿➂❿¤❿❹➎➁
❺➄➍➎➂¤❿➁➄➂➄❿¤❹➄❺¤❺❹➄➂❱¤➎❿➂¤❿➄➍➍❺¤❿➄❹❱➊❺¤➁➂❺¤❿➄❹❼➂¤❺➎❸¤❰➂➂¤➏➂➂¤❺❸❿❸❺➂❷➎➂➎¤❺❹¤❺➄❸❿➂¤❺❹❺¤➁❱❿¤❺¤¤❺❻❹❷¤❺➂❿➁¤❺¤❰❸
❶➎¤➂➗➗❺¤❺➊❿❹¤➎¤❹❷❻➂❺¤❺❚¤❹❶➍❹➄❿➂❿❺¤❺❱➎➊➂❺¤❹❸❻➂¤➅❹➎❶➍¤➌➍❿➗❱❖◜
≮‾ ÔÕÂ‣ Rmcf~hfotog ª❿¤➎¤➃❹➍❶➄❹❺¤➃❿❼❹¤❺➄❿❹➎➁¤❿❹❷¤❺¤❿❹➎❹❿¤➂➍❹➎¤❺➂❿❼
❼¤ ➎¤ ❹➎¤ ❹❶➍❹➎❶❹➊❺¤ ➃➎❿➁❺➂¤ ➃❿➂❹➍➂¤ ❹❿❺➎¤ ❤❿❹❼➁❹¤ ➃➄➁➂➎¤ ➎❸❺¤ ❿➁➎¤ ➅❸❿➂¤ ❺❹❺❿
➎➂➂¤➅❹➎➂➗¤➎❹➄¤❿❼❱➄¤ ❿❹❼❷❹¤➅❼❿❷❹¤ ¤➁❿➄➂➎❿¤ ❿❻¤ ❿❻¤➃❷➎❺➎¤ ➅❿¤ ❹❺➎¤❺❿➂
❚¤❺❹➄❶❹❖❷❹❿❿❺➎¤❷❿¤➁➄➂➄¤❹➎¤❺➂❷➎➂❺¤❹❸¤➁❼❹¤➅❹➎❶➍❿¤❺➂❷➎➂➂¤➁➄➂❺➎¤➌¤◜
❺¤➌❺➎¤❹➎➂¤➃❿➂❹➍➂❺¤¤❺➄➂➂
➅➂❿¤ ➂❺¤ ❿➄➂❿¤ ❿❷➂❺¤ ➃❹➍❿❺
➎➁❿➊¤ ❺❹❿❶➍❹❺❺¤ ❹❸¤ ❿➄❹➂❺❿¤ ❷➂
➃❹➄❿❹❼❺¤❿➎❺➄❺¤¤❸➁➎¤❿❱❺➄¤➃❿❶➎
➎ ¤ ❺ ❹ ❱ ❶ ❶ ➍ ¤ ❿ ❶ ➄ ❿
❿❺➂❺➂❺Uth`m|cff ➅➂❿¤ ➂¤ ➎❸¤
➃❼❿¤❹¤❹➂¤❿➄➎❿➍¤➎¤➅❷➂➎¤❰➊❺
❹❶➂❿➎➊❹❼¤ ❺➎❹❱¤ ➂❷➎➂¤ ❿➁➂
¤ ❿➄➁❿¤ ➏❷➎¤ ❹❼❹➎➁¤ ❿❹❿❺
❿➁❹❱❺¤➎¤➎¤❼❱➄➂¤❼❺➂¤➃❿➂❹➍➂❺
❰❼¤❹➊➎¤➃➁➊¤➌
¤¤¤¤
מןון ןה8
זמ דוןם#8
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 17/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
¤❺➊❿❹¤➎❺➎¤❿➎¤➗➗❺¤❺➄¤❺❹➄❺¤➃➎❿➁❺¤➂❷➎➂¤❰➎❺➂¤❿ÆÊÈ‾Õ‾ ÆÊÇÊÈÂß ÆÊ‛Ê‾Õ
‾¨‣ ‣Ê˚ ¼ ÉÈ‾Õ‾Õ ‐ÂÕÈÈ ÆÊÈÂÀÊ ªÈ‾˖ ˟Û‐ ʨ˖ÃÕ Êß≮ÈÛ Æ˟ÂÊÊ‐Õ ˟‣➗➗ Â‣È‐ ÔÊÈ˖¨ß ¼
¯ Çȼ˨³ώ≭≭≮¥½Á‾ÕÃÈÕ‾ ÉÂ˟È ˟ÊÈ‐¼‾ Â˟ÕÂ‣ ˟‣ ÈʼÂ‾ ª❹❿➄❹➎¤❹❺➎¤❷❹➎❺¤➎¤❹➄¤➃❿
❚¤➅➎❿➄❹➎¤➃❺¤❹➄❺¤❶➁➂➎¤❹❹➂❺¤❺❹❿❶➍❹❺¤❹❿➁➂➂¤❺❸❗➃❿❹➎¤❹❺¤❹❷¤◜
❹➂❿➎➄❹¤❿❱❹❺➄➂➎¤➗➗❺¤¤➎❹❿❺❿¤➃➎❿➁¤❺❹❶❿➂❼❺¤➎➁¤➅❱❺➎¤❹¤❹➂¤❹❹➂❺¤❺➎❸➎❸❺
➃❹➄❿➄¤➍❹➍¤➎➁¤➎❿¤❶➄❹❶➍➄❹¤❹➊➎➁¤❿➎¤❿❶➎❷❺¤➎❹¤❹❶❹➎❿➊¤❺❻❿❷❿¤❿❶➎❿➊❹➄➂¤➎¤❿➎❹¤❺❹❺
➅❹➎¤➃❹❱❹❺➄➂¤➅❹¤➃❹➍❷❹❺¤❿❸➁➂¤➃❹❿➁➂¤➍❷¤➃❼❿¤➁❿❼❹¤➅❹➄❹¤¤❹➊❿¤❹➂❱➊¤❺➂❸¤➎➁¤➃❱¤❺❹❺❿
❿➂➁➎¤❸❿➂➎¤❿❿➎❹➁➊¤¤➎❹❱➂❺¤❱❹❺➄➂¤❿❸❿➂¤❿❹❺¤❼❹➂¤➃❹❶❿➂❼¤➃❹❶➂¤➃❺❹❷❿¤➎❺
¤➃❹❼➂❺¤❱❹❺➄➂¤❿➂❿➁➎¤❺❹❿❶➍❹❺❺¤➎¤❹❿➄❹❱¤❹❷➂¤❹➄➂❻¤❿❹➎❿➊❿➊¤❱❹❹¤➃❹¤➃❹➂
❿❹❺➎¤❹❹❷¤❿❺¤➎¤➁❿❼❹➎❿¤❸❿➂➎¤❿➄❿❻❷¤➅❹¤❱➂❺¤❰➄❷➂¤❿❺¤➎❿❱❼¤❱❹❺➄➂¤❹❶➄❿❿➎¤➎➎¤❰➊❺❹¤❿➄➂❻
❶➎❻❿¤❹➄❺¤➎➁¤❺❹❺¤❼¤➎❷¤➎➁¤❰➎❺➂¤❿➂❸¤❿❹❿➁¤❿➎¤❿➂➁➎¤➊➎¤❹❼❸¤❿❼➎¤❸➎➎¤➅❿❸➄
➌❿❷¤ ❹❹➂❺¤ ❺❷➎¤ ❷❹❸❿❺➎¤ ❹❼❸¤ ❹❺¤ ❼➁❹❺¤ ➁¤ ➎¤ ❼➁¤ ❷¤ ❼➁¤ ❿❹❺❻¤ ➁❿➄➎
➊❿➎¤ ➁➂¤ ❹ ❿➂¤ ➃❹❷❶➂❺➎❶❹❺¤ ❼❱➄¤ ❺➂❷➎➂❺¤ ❿➍❹➊➎
❿❹❿❷¤➁¤➎➁¤➅❱❺➎¤❹❼❸¤❺❹❺
➊❿❷¤❼¤➊❿❷¤❿❹❼❺¤➊❿❷¤¤❼❿➍❹
❼❷➊➂¤➊❿❷❿¤❿➍❷➂➂❖
❺¤❹➄➎¤➅➂❿❶¤❹❺¤❿➄❱➍¤❺➄➂➄¤❶➎❻❿¤❹➄❺¤➎¤❿❹❶➊¤❿➁❚¤ ➗➗❺¤ ➎¤❖◜
➃❹❶❹➎➊➄❿➎¤➎¤❺➊❿❹¤❼➍❺➎¤➁➂❺¤❿➄❹❼➂¤❿➁❺➎¤➃❹❶❹❹❿➍❺¤➎¤❺➂❸➍❺❺¤➍❿❷¤¤➍❷❹¤➅➂❿❶
➃❼➍❶❿➊¤➃❿➎❺¤❼❹➁❿¤❿¤❹❶❹➎❿➊¤❿❱¤➍❿❷➎❿¤➎❿➂¤➎¤❿❱❺➄❺➎¤➎¤➃❹❹❶❹➎❿➊❿❹❱
❚❖➗➗❺¤ ❹❱❹❺➄➂¤ ➎➁¤ ➌❼➁❿➂¤ ❿❷➊¤ ❹❸❺¤ ❶❹➍❺¤ ❺➁➊❺¤ ❹➎❱➁➂¤ ❹➄➎¤ ❺➊❿❹¤ ❿➎❷¤ ❺❹❺¤ ◜
➎¤❹❶❹➍➄❿➂❿❺¤❺❱➎➊➂❺¤❹❸¤ ➁❼❹❿¤ ❷➂¤ ¤ ➁➂❺¤❿¤➃➁¤ ❿➂❹➁❺¤❿❹➄❹❼➂¤❰❹➂❺¤➅❹➎❶➍❷➂¤➁➂❺¤❹❱❹❺➄➂¤➅❿➂¤¤❼❹¤➃❿➎❿¤❺➎❿➁➊¤➌❿❹¤➎➁¤➍➍❿➂❺¤➃➎❿➁¤❹➍¤❼❿➎¤➎❸❿
❹¤ ➂❺¤ ❺➊❿❹¤ ➎❸➎❸¤ ➃❿❹➎¤ ➎➂¤ ❹➄❸❿¤ ❤❺❿❺¤ ❹❼❹➂¤ ❻❷¤ ❿❹❿❼➂➁¤ ¤ ➌❷❼❿
❿➗➗❶➄ @hrtj Ctfc`toe Trmcty Hrlc`o{ctoh`➗➗❺¤ ❹➁➂¤ ❿➂❹❷¤ ➏❿❹➂❿¤ ❹➊❿❷❺¤ ➃➎❿➁❺¤ ➄❱❺➎¤
¤¤¤¤
❖Ú‾ÕÃÈÕ‾ ÉÂ˟È ˟ʨÂÃ‣‾ ˟È‐‾ ˟ÊʨÂ‣Ê˟ Bceg)dhhr)th)|cr Tjmhry❹➄➎¤ ❿¤ ❺❹❺¤ ➃❹➄❿❹❿❶➍❹❺¤ ➊➍➂¤ ❹➊➎➁
❿❿➁❺¤❸➂¤➏❷➂¤❸➂¤➎➎¤➃❺❹➎➁¤❺❹❺¤❺➂❷➎➂➎¤➌❶❺➎¤❿➄❿❸➄➎¤❿➄➎❼❺¤❹❱➂¤➌➍❺¤¤❿➂➁¤¤❹➁❺➎¤❹❼❸¤❶➎❻❿➃❹❹➄❿❹❷¤➃❹❿➂¤❿❹¤ ➎❹❱❺¤ ➍❱➄❿❺¤❺❹➎❶❹❿¤ ❺❹➄➂❱¤ ¤ ❹❺¤❿❷❿❸➎¤❺➊❶❺❸¤ ❺➄❹➊➎¤ ➅➊❹¤¤ ➅❿❿❸➂¤ ❷❼¤❹❸¤ ➃❹❸❹➁➂
¤❰➎❺➂¤➎❻¤❿❷❿¤❶➊➄¤❹❿➂¤¤❹➄➊❹❺¤❺➂❷➎➂❺¤❹❹➁➎❖➎➁¤❺➊➂¤❿➄➄❸¤➎❸➄❸¤❿❹➄➍❺¤➎❿❶❹➎¤➅➂❿¤➂¤❿➎❺❹➄¤❺➂❿❹➂¤➎➁¤❷❿❶¤❺❹❺¤➎¤➎¤◜❹➄➊❹❺¤➅❹➁❹❼❿➂❺¤➎¤❿❺¤❼❿¤¤❿❷❹➊¤➃❹❹➂❺❚¤❺❹❿➊¤❺➊➂❺¤➁❼❹¤❶➎❻❿¤✊✊❺
¤➂❼❖➃❹➍❿❶➂¤❿➂¤❶❺¤➍❿➄❹❿¤❹❹➂❺¤❹❺¤¤➅❹❶❿➎❷➎¤❶➁➂❸¤❿➎➍❹❷¤❹❿❿❺¤➃❹➄❹➄➊❺¤➎➂➄¤¤➃❹➄➊❹❺¤❿❹➊❺¤ ❸¤❿❱❺❿➎❶❹❺¤ ❼❱➄¤❺➂❷➎➂➎¤➌❶❺➎¤❹❼❹❹➂¤➃❹➄❿❸➄¤❿❹❺¤ ➃❹❹➂❺¤ ¤ ❺➁❻➁❹❻¤ ❺❸¤ ❺➊➂❺¤➃❹❷❻❿¤¤ ❹➄¤❺➂❷➎➂¤❺❹➎❶❹❿¤❺❹➄➂❱¤❿❻❹❸❺¤➅❸➂¤❷➎¤➃❹➂❹¤❺❿➎❿¤➅➊❹¤➎➁¤❺➂❷➎➂¤➍❱➄❿❺¤❻❹❸❺¤❶➎❻❿¤➎¤❷➂➎¤➃❿❹¤❿❹❹➄❿
❚¤➃❹➂¤❹➄¤❼➍¤❿❿➄¤✊❱➄❹➍❹¤❹➄❺¤❹❼❹➎➁¤❺➎❺❿➄¤❺➂❿❼¤❺❹❱❶❶➍¤➃❹➍❿❱❺¤❹¤✊✊❺¤➎➁❖❗¤➅❹❹❼¤❺➂❿¤◜¤➃❹❿➊❹❸❺➃❿❹¤➂❷➎➂¤❹➎❹❺¤➅❿❷❶❺❖➃➂➁➎¤❹❻❷❺➎¤➁¤❹➂➁➎¤➊➎¤❺❹❺¤➃➍❹➊➎¤➎❱❿➂❺¤❺➂❷➎➂❺¤❶➂¤
¤➃❹➂❹❺¤¤➂❷➎➂¤❼❷❿❹➂¤➎➊❿❺¤➃❼❿❸¤❖❺➍❹¤❹➎❹❺¤❼¤➎❹¤➄❹❼➂¤➃➁¤➍❿❹➊➎¤❿➄❿❸➄¤➎¤❺❹❿¤❿❹➎❿¤❱➍➂¤❹➂❿➎❺¤❺➍❹➊❺¤ ➎❺➎¤❺➂❿¤ ❿❻❺¤❹➂➁¤ ❹➄➊➎➁¤❿➄❿➄❿❹➎➁¤❺¤➎¤ ❶➎❷❿➂❺¤❹➂➁❺¤➅❿❷❶❺¤ ¤❺➂❷➎➂❺➅❹¤➃❿➎❺¤➃❸➍❺¤➂❹❷➎¤❹❺¤❺➂¤➁¤❿➄❹❼➂¤❼➂¤❿❹➎❿❶❹❿¤❿❹❿➁¤❿➂¤➃❹❷❶¤❹❻❷❺➎¤➃❹➄❸❿➂¤❺❹❺➄¤➃❿➎¤❹➂❸➍❺
¤➎❹➎¤➃❹➂❖❖¤❰❹➎❺➎¤➅❹➄¤➅❿➂❸¤❹➎❹❺¤❺❷❺¤❿❼❹❸➎¤¤❺❼❹❼¤❺➄➊➂❺¤❼❿➄¤❿❻¤❹➎❹➎❺¤❶❹❺¤❹✊✊¤❿➄❹❼➂❿¤❹➁¤➅❶➍❹➄❱➊¤❺❼❹➁➎¤❼❱➄¤❹❹➂❺¤❺➊➂❺❿¤❿❹❿❹➄¤➃❹➂❿❺¤➅❿➍¤➎➁¤➃❱¤ ❹❿❷❺¤➎❼❺¤❹❹❿➊❿¤❱➍➂¤➃❹➎❺➎¤❹❹➂❺¤➎➂➂❺¤❹➄¤❹❼❹➎➁¤❶❹❺¤➅➄❸❿➂¤❰➎❺➂¤◜❺❿❿¤❿➎¤❺❹❿➍¤➅❹¤❺❹❿¤➅❿➊❚¤✊✊➁❺
¤❿¤❿❿¤✊❱❿✊❱¤❹➄❺❚¤➅❺¤❿¤➎¤❿➄❿❺❸❿¤✊❱❿✊❱¤❹➄❺❚¤❺¤❿¤➎¤❿➄❿❺❸¤➊❿¤❿➎❹❷❺¤❺➂¤◜❖❗❖❖◜❺➂ ➃❹❹➁➎¤❷¤❺➄➍➂¤➎¤❿➎¤❿¤❿➄❿❸➄¤❿➎¤❿❹❿¤➃¤❺❼❿➁❺¤❺➄➄❹¤❺❹❱❶❶➍❺¤➃❷❿➎¤❿¤➃❹➂❺¤➎❺➄➂¤¤➅❹❹➄➁➂ ➂¤➎❱❿➂¤➂¤❺¤❷❿❿❶❺¤❷❻➂¤➎➁¤❹❺➎¤❱❹❺➄➂❺¤❷❹¤➅❿➍¤❿❺¤❿❹❿➁➂➂¤➎➁¤❷❿❿❶¤❰❿¤➂¤➁❿➄➂➎¤➄➂➎➁
➎❱❿➂¤➂¤❿❿➊❺¤❿➁¤➎¤❿❱❹❺➎¤➅❹➄¤➎¤❹➍❹➊¤❹❿➄❹¤❺❹❹➁➎¤➅❿❱❺¤❿¤➎❺❺➁❼¤¤❿➁❹
¤➅❼❿➂➅❹❺❿➂❻¤❹❹¤➅❿❿➍¤✊❻¤➅✊❻¤❹➂➎❿➁¤➎❸❺¤❱❺❖❗✊➂➁¤❖❐❶❺¤➍❿➄❹❿¤❿❼¤Rhhumqmft& Arc`gfo`D.( M`eyefh~cmdoc Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro`t8m}933<455( 1.32.2>>57 uodmbcr ) ^mcrf Jcrbh}r c`d tjm
‖bceg)dhhr)th)|cr’ tjmhry. M`eyefh~cmdoc Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro`t8m}951??33( <.>3.2>>47 Mly~t.
Tjm Ucdct Rmloim. M`eyefh~cmdoc Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro`t8m}93>:4?3( <.>3.2>>4
¤ ❺➂❹Ú¨ÂÕÊ˚‾ ˟ʨÇ˖Â‐Eh`tco`im`t Æʨ¼˚Õ ÈÂ‾ÊÈ Ê˚ÊÈ˚‾ Ê‣˖ʨÕ‣‾ ÔÂ‛Õ‾
ÆÃÂÈ‾ ˟ÕÀÃ‾¨¼‛˟‾˚ ÊßÀ ª¨‛˟˟ ÂË‾ ‾¨Ê‐‣‾ ‾ÕÂ‣‾ØØØ
‐ÊÃÊ‾ ¨¼‐‾ Á˚‛˚˟ Æ˖˟˚˟ ª¨¼Û¼
ØØÁÂÕˁÛ ‐Ãß‾ ‣Â‾ ªÂÕÕ ‐ÃßÈ ÂÊÈÛ˚
Arc`gfo` Dmfc`h Rhhumqmft& Icrej 4& 3?55
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8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 18/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
ÁÆÊÊÕÂ‣Èʼ❿❿➍❿❶❶➍❺¤➎➁¤❺❹➂¤❰❿¤❹❶❹❹❿➍❺¤❺❹➄❿➂❱❺❺¤❿❶➊❺¤¤❿➁➎¤❤❺❶➂❺
❺¤❺❼❿➄¤➎❸¤❺➂❿➁❺¤❿➎➂¤➂➗➗❺¤➎❿➂¤❿❼❼❿➂❺¤¤➅❿❺¤❹❸➂❺¤❤❺❶❹❺¤➃➎❿➁❺¤❹❷
➅❹➂❺➎¤¤❹➄❺¤❹❸➂❺¤➃❿➎❺¤➌❼❿¤❹➊❿❷❺¤➃➎❿➁❺¤➎¤➃❹➍❶➄❹¤➁❿❱➊➎¤❺➄❿❿❸¤❹❸¤❷❹❸❿
➅❹¤➂¤➂➗➗❺➎¤➗➗❺¤➅❹¤❿➂❹➁¤❺¤➅➂❿❶¤➃❻❹➄❿➂❿❺¤➎¤❹➊❿➍¤❿❶❶❿➂❺➎¤❹❹➍➊
❿❼➍❿➂❚¤ ❿❺¤ ➎¤ ➅❿❺¤ ¤ ➃❹❹❷¤ ❿❹❱¤ ❹¤ ➅❹¤ ➂¤ ❹❶❹➎❿➊¤ ❺❹➄❿➂❱❺¤ ➎➁¤ ➎❿¤ ➁➎¤ ❿❶❺
➅❹➎¤◜❹❶❹➎❿➊❿¤❹➄❹❼➂¤➊❿❷¤❼❺❿¤❿❹❼❺¤➊❿❷¤➃❼¤❿❹❿❸❻¤❿❹➊❿❷¤❿❹❷¤❹❱❿❹❹¤➎➂➂¤➃❹❹➊❿❷
❿➄➄❸❿➂¤❿❹❷¤❶➎➄¤❿➄❿❹➁¤❿❶¤❿➁➂¤❿❺¤➎➁¤❿➂❹¤¤➎❹❶➂❺❚¤❶❿➁❹➂❺¤➎¤➅❿❺
◜❶➊❺¤❿❹❿❷¤❹❿❸❹❼❿
‾¨‣ Ôʼ ˖¼‣Õ‾Õ ‾‣ˁÂ˟À ‾ÂÂ‾˟˚ ÔÂ˚‣¨‾ ¨¼˚Õ‾➗➗ ‾¨¼È ¼➗➗ ˟ÕÃÈÕÈ ÈʼÂ‾ ‾Ûß˚‾ ʨÂË‣ ÈÛ Õ
‾‣ʨÂ˖❚❖◜¤➗➗❺¤❿❷❹➄❺¤➎¤➃❹❶➍❹➄❿➂❿❺¤¤❺➄❿❺¤❿❹❿➁❶¤❹➂¤❺❿❸¤❺❼➎❿➄
¤❺❹➄❺¤➃❿❶➎¤❺❹➍¤❷❻➂¤❹❷❶¤❿¤➎➁¤❺❹❿¤➅➂❻¤❿¤❺➄❶¤➏¤➎❷¤➎➁¤➅❱❺➎¤❺➂❷➎➂➎
➃❹➁❿➎¤❰➂❺❚¤❿➎❿❸¤➃➎❿➁❺¤❹❷¤❺❹➄❿➂❱❺❺¤❷❺➎¤➃❹❼➁❿¤➃❹❶➍❹➄❿➂❿❺¤❹❸¤❿❷❹➄❺¤➃❹❹➂❺
➎➁❿➊¤◜➅❹➍¤➎➁¤➃❹❶➍❹➄❿➂❿❺¤❿❶➎❺❿¤❺❹➎➍❿❸➗¤❺❸❹➊❺❺¤❹❿❸❹❼¤➅❹➎¤➂❹➍❷¤¤➃❹➂❼❿❺❹❿¤ ➃❿❼¤ ➎¤ ❹❶❹➎❿➊❿❹❱❺¤ ❿➁➂➂¤ ❺➄❹❹➄➁❺¤ ❿❷➊❿¤ ➅❿➁¤ ❶❹➎➊➄❿¤ ❺¤ ➗➗❺
❺➂❷➎➂➎¤❺❹¤➗➗❺¤➃❹➁➎¤❹❺➎❿¤➃❿➂¤➎❸¤➃❹❶➍❹➄❿➂❿❺¤❿❷❿❸¤➃❷➎❺➎¤❹¤❤❺➄➍➂
➅❿❸➄➍¤❺❹❺¤➎¤❹❱❶❶➍¤➅❹❹➄➁¤➎❸¤➎➎¤❺❿❷¤❺➄❹❼➂¤➎➁¤➅❱❺➎¤➃❹❼❱❿➂¤➃❹❼➁❹¤➎➎❿¤❺➄❹❶❿❼¤➎➎
❹❶➂❿➎➊❹❼❺¤ ❸➁➂❺¤ ➎¤ ➃❹❹❶❹➎❿➊❺¤ ➃❹❼➁❹❺¤ ➅❹➎¤ ➗➗❺¤ ¤ ➎¤ ➃❹❹❱❶❶➍❺¤ ➃❹❼➁❹❺¤ ➅❹
❱❹❺¤➎❸¤➎➎¤❺❿¤❺➂❹❹➍❿¤❺❹❼➁❹¤¤➃❹➂➁➊¤❿➊➍➅❹¤❺➂❷➎➂❺¤❰➎❺➂¤❺➄❹¤➗➗❺¤❤❺❿❺
❿
‾Ê‾ ª˟ÊÕÂ‣Èʼ ‾ÊÂÕ‛‾ ÈÛ ˖¼‣ÕÈ ¨ˁÂ˟ ‾Ê‾˚ Ê˚‾ ¨¼˚Õ‾ij‣ÂÒ ¨¼˚Õ❚❖➄¤➎❼➁¤◜
❚¤➃❹➂¤❹➄❖❼➍➊❺❺➂¤➎➊❿➂¤❷¤❹❶➂❻❹❸❿¤❹❶➄➄❹➂❿❼¤❿❹❹¤❹➁❺¤❿➄➂❿➎❺¤❱❹➄¤◜
¤➎❹¤➄❹❼➂¤➎¤❿❷❺¤➂❷➎➂❖❗➎¤❹➊❿➍¤❺❿¤❺➂❺¤❺¤➃❻❹➎❹➄❿➎❿¤➎¤➃❹➄¤❿➄¤➅➂❹➁¤❿➁❼¤❹❿➎❹❷¤❿❹❺¤➗➗❺➎¤❿❻❺➂¤➊❿¤❺❹➄❶❹¤¤❱➎¤❿➁❼¤❿❷➄¤❺❹❺¤❹➁➂
❺❹❺¤❺❹➁❺¤➃❺❹➂➁➎¤❹➂➁¤❺❼❱❺¤➎➁¤❿➄¤❹➂❿➎¤❿❷➎¤❿➁❿➄❺¤➃➁¤❺❺❼❻❺❿¤➃❻❹➎❹➄❿➎❿
❹❶➍❹➍➂¤❹➊❿¤➎➁¤❹❶❿❶❿¤➅❿❶➎¤❿➊❹❼➁❺❿¤❺❹❶❿➂❼❺¤➅❿❹➁➎¤❿❹❿❹❿❷➂¤❿❹❺¤➎¤❿➁❿➄❺¤❿
❹❶➍❹➎❶❹➊¤ ➃❿❱¤ ➗➗❺❿¤ ❹❶➍❹➎❹➊➂❹❺¤ ➅❿❶➎❺¤ ❸❹➊❺➎¤ ❹➎❸¤ ❷❻➂➁➂¤ ❶❹➎➊➄❿¤❿
➃❹❿❹❿❿¤ ❿➁➂¤ ❿❷❿¤❱❹❹➂¤ ➄¤❺➂¤ ❿❶➎¤➎¤ ➊¤ ➃❱❿¤❺❹➄❶❹¤➃❱¤❿➎➄➎¤ ❹¤❹➁➂
❿➂❹➁¤❿➁❼❺¤❹❿➎❹❷¤¤❹❹➎¤❿❷❹➎❹¤➃❹➎
❺❹➄❶❹¤❿❹❿❹❼¤❿❱¤❰❸¤❿❹❿❿¤➎❸❸
➎➁¤➎➁¤➃❹➂❺¤❿❶➎❺¤➎➁¤❿➍➁❸¤➊❿
❿❶❹➎❷❺¤ ➗➗❺¤ ❿❼❱➄❺¤ ❿➂➎❿¤ ➏❿➍
➁➂¤❿➎❸➄❿¤❹¤❰➎❺➂¤➃➎❻➂¤¤❿➍➄➎
➊❿¤❺❹➄❶❹¤❿❹❿➂❻❿❹¤❿➎¤➁❱➊¤❹➄❹➍
➃❹➂❺¤➎❿➂¤❼❼❿➂❺➎¤➎❿❸❹¤➍❿❷¤❿❷❹❸❿❺
➅❿❸❹❺¤❷❻➂¤➅❺➎¤❺❹➄❿➂❱❺❺¤¤❿❼❹❿
❹❼❹¤❹➎❸❸¤➂➂¤❹❺¤❺❷❹❸❿❺¤➎❹
❺❼¤ ➗➗❺¤ ➃❹❶➍❹➎❹➄❿➎❿❺¤ ❿❷❿❸❺
❿❻¤❹➄¤➎➎¤❿❷❿❸❺¤➎❸¤❱❹➍➄¤➃❹❼❼❺➂
➗➗❺¤❺❼❹❷❹❺❿¤❺➄❿❺¤➃➁➊❺¤❺❹❺
➃➗➗❿❺¤❿❼➍❿➂¤❺❹¤❿➄¤❼❱➄¤❺➁❹❺
➁¤❼➎❿➄¤❹➎❹❹➊❹❶❹❺¤➁➂❺
¤¤¤¤
➅➄❸❿¤❼❱❿➂¤❹❶❹➎❿➊¤❼➁❹¤➎➎¤❺❹❺❿¤➎❿❸➍
ד מגט8
גוםז#
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 19/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
❱❹❺➄➂❸¤➂❺➂¤¤❺➄❹➂❺¤➗➗❺¤➅❿➎❸➎¤➂¤➅❿❼➄¤➅❿❹➍➄¤➍❷¤❰❼¤➃❿❹❿¤¤➎❸
➃❹➍❶➄❹❺¤➃❿❼❹➎¤❿❻¤❼❱➄¤❿❻¤➎➁❺❿❷❿❸¤¤➎➄➂¤➄¤❼❹❸¤❿¤➅❺¤❺➁❶❿¤❿❷➊➂❺¤❿➄❹❼➂❺
➃➎❿➁❺¤➄❹❱➂❿¤❱❹❺➄➂❸¤❺❼➎¤❺❿➄¤➗➗❺¤❺➊❿❹¤❹➎❸➂¤➄❺➎¤➅❿❹➍➄¤➏❿➍¤➂¤❿¤➎
➗➗❺¤❼❱➄¤➃❹➄❿➁❹❶¤➃❿¤➃❹➊❿❹❺¤❿➂❺¤➃➄❶❹❹❿¤➂❷➎➂¤❿❹¤❷❿➂¤➃❹➄¤➁¤❹➊❿❷❺
➃➎❿➁❺¤❿➎¤❿➍¤➎❱➎❱¤❿➂❸¤➏❿➍¤➂¤➃❼❱➄¤❺❱❹❺¤❿❻
‾¨‣ ‾ÛÈ˖ ÂÊÈ‣ Ê˚ÊÈ˚‾ ¨¼˚Õ‾➗➗ ‾Ê‾ ªÆËÊÂÕÂ˖‾ ˟ÂÇ˚ß˟‾ ÈÂÕ ˖¼‣Õ¼ ¨‣ÂÂˁ ‐Û ‾ÛÂ˖˚ ª¼
Æ‣ÇÊÊÂ ˟ÕÃÈÕ❚❖¤◜❖❿❹➄❹❼➂❺¤❹➁➂¤❹➄➊¤➗➗❺¤➎¤❹➂❿➎¤➅❿❷❶➎¤❺➁❿➂❺¤❺❱❹❺¤
¤ ÂÊÕÂ‐‾ ˟ÊʨÂ‣˟❺➄❿¤❼➄➎❹❿¤❺➂❿¤➃❹❶➍❹➄❿➂❿❺¤❹❼❹➎¤➎➊❿➄¤➃➄❶❹❹❿¤➃¤❤❺❷➄❺❺¤
➅❹➍❿❼❿❺¤❶➎❺¤❹❶➍❹➎❹➄❿➎❿❺¤❺➂➁➂❺¤➊¤❺❹➍¤❷❻➂➃❿❼¤➅❿❻❹❺¤➊❿❹¤❹❻❿¤❺❹❿➁
➃❹❷❿¤➃❹➁❿❼❹¤➃❹❿❿¤❹❿❷➂¤➃❹❹❿➂¤➃➄❹¤➃❹➂❷❿➎¤❺➎❹❱¤❹➂❷❿➎¤➎❿➂¤➃❹❹➂❷❺¤❿➄¤❺❼❼❿➂❺
❷❶¤❺❶❹➎¤➍❿➁¤❺➎❹❱¤❺➂❷➎➂¤❹➂❿➂❺¤❺❹❹➍❿➎❸❿❺¤¤➃❹❷➂❿¤❺¤➃❿➂¤
z¤❺❹❹➍❿➎❸❿❺¤➎➁¤❺➄❱❺¤❺➎❹❱¤❿❷❿❸¤➎❿➂¤➂¤❺❹❹➍❿➎❸❿❺¤➅❿❷❶¤➍❿➁¤❺➎❹❱¤➂❷➎➂
z¤➃❹➂❺➂z¤❻¤➂❿➁➎¤❺➍❿¤❺❷❹❶➂¤❷❶❺➂¤z¤❺➄❱❺¤¤➃❹➊❹❼➁¤❷❶❺➂¤❹➊❺¤❺¤➃❱¤❺❹➂❿¤❺❸❿¤❺➂❷➎➂¤❿➎¤❹❺❿❻¤❼❹➍➊➂¤❿➄➄❹¤❿❺¤❼❿➁¤➎❸¤❷➄➎¤❰❹➂➂¤❺➎❹❱❺
❺➎❹❱¤➂❷➎➂¤➎¤❺❼❹❷❺¤➎❿➂¤❼❼❿➂❺➎¤❿❷❹➎❺¤➎¤❿❹❿➁¤❹❹➂❺¤❺¤➃❱❿
❺¤❺➂❖❚¤➍➂❼¤❹➍➄❹❿❿¤➅❿➗❱¤❹➄❺¤❹❺❻❺¤❖❗➏❿❷❿➎¤❺❹❹➂¤❿¤❹➄¤¤◜
❹❿❷➂¤❺❹❹❺¤➗➗❺¤❿➎➊➂❺¤➅❹¤ ❺➎❹❼❺¤➎¤➅❿➍➎❹❿¤ ➄❹❶❿❼¤ ❿❿❷¤❿➎➊➂¤❷¤➌❿❼➎
➃❹❹➂➁¤ ➃❹➍❶➄❹¤➎❿❶➄❿¤ ❿❹➂❿➂❺¤❿❹➍➄¤❿❷❺¤➎➎¤❿❺¤¤❼❺¤❿➁¤➃❷➎❺➎
¤➃❹❹❶❹➎❿➊❿❹❱❿‛ ‣Ê˚‾➗ ¯ Ê‐˖ Áß Ô³ώ∂³≮≭È˚ ˟ÊÀÂ‣≮‣È‾ ‾˟¼Âà ˟‣ ˚Ê‛‐‾ ªÂ˟Û¼˚‾ ÆÂ‣¼
‾¨‣➗➗ ªÊ˚Â˖ ÈÀ ÆÛ ‐‐ÂÕ˟‾È ªÈÂÛ ÈÀ ‾ÕˁÛ ÈÛ ˟Ã˖È ª¨ÊÃÕ ÈÀ ÆÈ˚È ≮ Ê˚ßÂÃ‾ ÆÈÂÛÈ ÛÊÊÒÈ ¼
˟¨ÊÃ‾ ˟‣ ÆÊÊ˖È ÃÊǼ‾È ‾¨ÇÕ¼ ¼Ê¨Ê ÈÀ ÈÂÕ ‐‐ÂÕ˟‾È ª‐Ê‐Ê ÈÀ¼ ÉÂÕ˟ÈÁ❺➂¤➗➗❺
❺➍❹➍¤ ➎➁¤ ❿➂❷➎➂¤ ❺➊❺¤ ❿❹➍❱➎¤❼❱➄❺➎¤❹➍❿➂❺¤❺❿❹❿❷➂
➎➎❿❸❺¤➅❿❷❶➎¤❹❷❸❿¤❼¤➍❿❷❿
➃❹➂❿❹¤➍❹➍¤➎➁¤➎❿¤➃➎❿➁❺¤❿➄❹❼➂¤➎
❺ ➍ ❹➄ ❸¤ ➃ ➁¤ ❺➄ ❿❷ ❶ ➎¤ ➃ ❹❶ ➄❿
¤ ➗➗❺¤ ❺❼❹¤ ➃➄❶❹❹❿¤ ➂❷➎➂➎
❿❹➎❹¤❷❹➄❺¤➏❿❷❹➍❷❹¤❼❿➍❹❺¤➅❿➁
❿❿¤❼➁❹❺¤¤➅❸➎¤➃❼❿¤➃❹➄¤❿➂¤❿➎
❿❹❺➎¤➃❹❸❹¤❿¤❰➂❿❺¤❷❿❸❺❿¤➃❹➂❼➂
❹❶➂❿❱¤➃❹➂❿➂
¤¤¤¤
¯ ‾¼Â˖¼ ÆÊÈÊÇ‾ ¨¼˚Õ³ώ∂≤Á❿➎❿❸¤➃➎❿➁❺¤ ¤ ❹❺¤ ➂➎¤ ❹❺❿¤ ❺➁➎➄¤ ❹❼➄¤ ❹➄❺¤ ➎¤ ❿➎➂❹➂¤ ➊❿❺➎❷❺¤❿➁❿➂❺❹¤❺➎❹❱¤❹❺❿¤➎➁❺❿➂➁➂¤❹¤➅❹¤➃❹❶➍❹➄❿❱❶➄❺¤➃❹➍❷❹¤❹❺¤¤➎➂❹➍❿¤❹➄❹➁❱¤❺➂❷➎➂¤➌➍➎❺❿➎¤❹❼❹❹➂¤❺❹➎➊¤¤❿❿➎¤❿❼➂➁¤❿❹➊❿❺¤➅❹¤➎¤❹❼➄¤❹➄❺¤❺❿¤❿❱❹¤❹¤➂❺❿¤➃❹❶➍❹➎¤➃❹➎❹❶¤❷❿➎➂➅❹➎¤❹❼➄¤➅❹¤❿➁❿❺¤➃❹➍➂¤❼➍¤❿➁¤❺➄❿❷❺¤❺❹❶➄❶➎¤❷¤❿❺¤❹➂❹¤➃❿➍❷➂¤❿¤➃❹➎❹❶❺¤❹¤➎➁¤❹❹❿❿¤❺➊❺❿❹❺¤➃❹➎❹❶❺¤❹❸❿¤❿➍➊❿❹¤➃❹➎❹❶❺¤❹¤➂❺➎¤❿❼❿➁❺¤➃❹❹➂➎¤➁❹❼❿❺¤➎➊❺➎¤➌❿➍➎¤❹❶❹❹❿➍❺¤❱❹❺➄➂❺¤❷¤❿❿❷
❺❿➎¤❿➎➊¤➎¤➃➎❿➁➎¤❹❺❿¤➃❹❹➂❺¤❿❹❹❷❺¤❺❿➂¤❿➁❿➂❺❹➎¤❿❻❷❿❹¤❹❺¤➂❼¤➎➁¤➃❹❿➂¤❸❹➄❺¤➎¤➎❸❿➂¤➎❿❺❹➄¤❿❸❻¤❶❺¤❿➂❿❹➍➎¤➁❹❱❺¤➂❺¤➅❸➎¤➃❼❿¤➃❹➄¤❺➂❸¤❺❹❿❶¤❹❷❶¤❿❿❺¤➃❹➎❹❶¤❿➎➎❿➍¤❿❱❹➍❺❿
❹❼➄E}bc` Iouufm Erouou( M`eyefh~cmdoc Brotc``oec Crtoefm( |||.brotc``oec.ehi(mb(~ro`t8m}92:==4( 3:.1.2>>5
חאעך###
פןסם8
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 20/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
‾¨‣ È˚ ‾Ã‾‾➗➗ Á˟ÊÛÇÂÕ ‾˟Ê‾ ÆÈÂÛ‾ ÈÀÈ ˟ʼ¨ÛÕ ‾ÊǨ˖ÂÕ‐ ˖ÂÂ˚È Ô˟Ê˚ ª¼❹➂❷❿➎¤❶➂
➃❹❿❶❺¤➎➂➂❺¤❹➂❿❱¤❿❹❺¤➃❺❹❼➁❹¤➃❹❹➂❹❶❹❱➎¤❿❼➍❿➂¤❿❹❺❿¤❿➄❱❺¤➁❿➄➂➎¤❺❹❺¤❺➎❹❱❺
❼❺¤❿❸❻➎¤❹❼❸¤➃❹❷❿➂¤➎➂➂¤❹➄¤➄➁❺¤➃❹➁❿❱❺¤¤❿➊¤➃❺¤❿❹¤➃❹➁❿❱❺❿¤❿❹
➁❿➄➂➎❿¤❿❹➂❹❶❹❱➎¤❱❹❺➎¤➎➂➂❺➂¤➁❿➄➂➎¤❺➎❹➁❹❺¤❰❼❺¤❺❹❺¤❿❻¤❹❸¤➃❹❿❶❺¤¤❿➊¤➃❺¤❿❹❺
➎¤ ❿❹❺¤ ➃➄❶❹❹❿¤ ➃❹❹➂❺¤ ❿➂❹¤ ❺➂❹❷➎❺¤ ❹➁➂¤ ➎❸¤ ➎❹➁❹¤ ❹➂❿➎¤ ❿❹¤ ➎¤ ❿❹❹❺
¤❰❹➁❺➎¤❹➎¤❺➂❷➎➂➎¤❺➍➄❸➄¤➃❹❼❱❿➂¤➃❹❼➁❹❿¤❺❿¤❺❹❱❶❶➍¤❺❹❺¤➎¤➗➗❺➎¤➃❹➂❹➂
❹➎❷¤❹➄¤¤❼❷➂¤❼❷➎¤¤❿¤❼❿➂¤❼➁❹¤❺➎¤❺❹❺¤❹❿➄❺¤➂❿➁➎¤❿❹➊❺¤❺❹❿❿❿¤❺❹❿❹❿➎➁
❹❶➍❹➄❿➂❿¤➅❿❶➎¤❷¤➃➄❶❹❹❿
¤❹❹➂❺¤❹➂❹➄➊❺¤❹➂❿➎❺¤➍❿❻➄➄❿¤❿➁❱➊¤❿❿¤➎¤❿➂❷➎➂‣Ê˚È ‾ÊËÊÂÂÈÇ‾ ‾˟ÈÛ ÂË ‾ßÂ˖˟¼
ÁÆÊÕÈÂˁÕ ˟Â˚‐Ã ÊÃÂÂÊ‐¼ ‾˟ÈÂ‐‛❿➁➎¤❿➁❹❱❺¤❺❱❺¤➎❿❸❹¤➎➁¤➃❹➍➍❿➂¤❿❹❺❿¤❺➂❼¤❿➊❹❷¤➃❺
➅❺❹❸¤➅➎❺¤❹¤➅➂❻¤❺❱¤❹❹➂❺¤➏❿❷❺¤❿❹➄❹❼➂¤➎➁¤❿❹❺¤❹➄➂❻❿¤➃❹➊❿¤❹➄❿❹➎❹➂
❚¤➅❿➍➄❿➗❱¤¤➅❿❼➄❹➎¤❹➄❺❖❖➎❼❺¤➅❹¤❹❸¤❺❹❺¤➃❹➂❺¤➅❿➁❹❶¤➃❿❷¤❹➂➁¤➅❿❷❶¤➍❷¤❺❹❺¤◜
❱❿¤❰➎❺¤➃➄❶❹❹❿➂¤➎¤➏❷➎❺¤➃➄❶❹❹❿¤❹➎❷¤❹➄¤❿❶➎¤➃❹❶❹➎❶❿❶❺¤➃❹❶➂❺¤❹➄¤➅❹➗➗❺¤❹➂❹➄➊❺¤➂❺¤➅➂❿¤➂¤❱➍➂¤❺➊¤❼➁¤❿❹❺¤❹❹➂❺¤➎➂➂¤➃❹➄❿➂❺¤➃❹➂❿❱❺
➃❺❹❿❹❼➂¤❼➎¤➃❹➄❸❿➂¤❿❹❺¤➎¤¤➅➂❿¤➂➎¤❹❹➁❺¤➎❿❸➂❺¤¤❹❿➄❺¤➎¤➍❶➄❹❺¤¤❹
➃❿❼¤➅❿❶➎❺¤➎❿➍❹❷❿¤➃➄❶❹❹❿➂¤➃❹❹➂❺¤❿❷❿❸❺¤➎¤❶➎❷❿➂¤❺❱❹➍➄¤¤❿➎➂❺
❚¤➅❿➍❹➄¤❼➗❹¤❹➄➎❖❖❹❺➎¤➌¤❿❺¤➃➄❶❹❹❿¤❺❱❺¤¤❿➄➄❹¤➅❿❷➄¤❿¤❺❹❺¤◜
❺¤➄❹❶❿❼¤❹➊➎➁¤➎❿➁➊➎¤❺❸❹➂❺¤❻¤➂❿➁➎¤❹❿➄❺¤❼❿❸➂¤➃❿➎➎ Rmcf^hfotog ➃❹➍❶➄❹❺¤¤❺➂❼❹❿¤
❱❹❺➎¤➎❸❿¤❺➄❹➂❺¤❺➂¤➎➁¤➅➂❿¤➂❺¤➅❷➎❿¤❿❿➎¤❺➂❹❸➍❺¤➎¤❹➊¤❰❼¤➎❸¤❺➎
¤➃❹❼❱❿➄➂¤➃❹❼➁❹¤❹➄¤❱❹❺➎¤➎➂➂❺➂¤❼¤❹❹➂❺¤❿❹❺¤➃❼❿¤➃❹❿❼❸¤❿➁➂¤❺❺❼
❿➍❿➁¤❺➎❹❱¤❿➂❷➎➂¤➃❹❶➍❹➄❿➂❿❺¤➎¤➃❺❹❿❹❼¤➎❿➂¤➎➊❺➎¤➎❿¤➎➎¤❺➂❷➎➂❺¤¤➃❹❹➍➎
➂➎¤❿➍➄❸➄¤➃❺¤➊❺➎¤➎❿¤❷➄➎¤❺❶➂¤❺➂❷➎➂➎¤❺❹¤❹❿➄❺¤❺➊¤➎❿¤➃❹➍❿➂❿¤➃❹❷➄➂❚¤➍❹➊¤➃❿➎❺¤❿❷❹➎¤➃➄❶❹❹❿¤➅❿➊¤❷➎➂¤❿❼¤❿❶¤❿❼¤❺➎¤➏❷➎¤❹➄¤❷¤¤➅➂❿❖❗◜
¤❹❱❿➎❿❸❹➍➊¤❺➂❷❿➎➎¤❹➎❸❸¤❹❹➂❺¤❿❺¤¤➎❹➄˟¨ÂÊˁ ¼ÈÂ˚ ¼ ÔÂ˚‣¨‾ ‾¨˖Õ‾
Áʨ‐ÂÕ‾ ¼¨˖‾ ‾‐˚¼ ‾ÕÃÂÈ ÊÛˁÕ‣À ‾Ê‐Õ‾❹❸¤➁❼❹➂¤➍❹➊¤➃❹➄❿❹➁➎¤❻¤❰❸¤➏➊❷¤➃➁➊¤➎❸
❹➎❱➎¤❹❺¤❺➂¤➅➂❿¤➂❺¤➃❿❼❹➎¤❼¤➃❹❿➁¤➃➄❹❿¤¤❿➂❹➁¤➃❹➂❹❹➂¤➃➄❹¤➃❹❹➂❺
❹❸¤➃➄❶❹❹❿¤ ➂➂¤ ❼➂➎¤❹❹➂❺¤ ➎➂➂❺¤ ➗➗❺¤➃❹❹➂❹➄➊¤ ➃❹❷➎¤ ❹❹➎❿¤➃❹➂❿➁¤ ❿❹
➃❹❼➁❹¤❹❼❱❺➎¤ ❼❹¤ ➃❹❼❼❿➂➂¤ ❿➂❹➁¤ ➃❿❹❺¤¤ ➅❹❺➎¤❿❹➎➁¤❺❹¤ ❺➂❷➎➂➎¤ ❹¤ ❺❺¤ ➃➁➊
➎¤❺❹❶➄❶➎¤➅❹¤❺¤❹¤❺❹❱❶❶➍¤❷➊➎❿¤❿➂¤❹❶❹➎❿➊¤❺❿❿¤❺❱❺¤❹¤➃❹➎❹
❶➎❷❿➂¤➅❿❷➄➎
˟ Ê ¨Ç˖Â‐˚ ‾‐¼ ÂÛ‾ ˟ ¨ÕÈ
Ú¨ÂÕÊ˚‾Eh`tco`im`t ‾¨‣ ˟‣ ‾‣ʼ‾➗➗ ¼
‐ÕÛ˚ ÈÂÊˁ¨‾ ªÈ¼˟¼ ÆÊ˟ÂÕÊÛ‾ ÈÀ ˟ÊËÃÈ
ÁÃˁÊ ‾‐ÂÒʼ❖❖❺❹➊➂❹❺¤❺➍❺¤
❺❱➎➊➂❺¤ ❹❸❻➂¤ ❿❹➂❿➊¤ ❹❶❹❹❿➍❺
➎ ❹❸❹ ➂¤ ➂➗➗❺¤ ❹➄❿ ¤ ❹❶➍❹ ➄❿ ➂❿ ❺
❚¤ ❿➗❿ ❱❖❗❖ ❿➄ ❿❹➎ ➁ ¤ ➅ ❹➂ ❺ ¤ ◜
❹❺➎¤ ➌❿¤ ❹❶❹❹❿➍❺¤ ❺❹❱❿➎❿❼❹❺
❺➂❿➊➎ ^mrmutrhogc❺❹❺¤➎¤❸➁➂➎¤
❿➁¤ ❰❿¤ ❹❿➄❹¤ ➃➁¤ ❼❼❿➂❺➎¤ ➎❱❿➍➂
❿¤ ➎❸¤ ❹❶❹❹❿➍¤ ❺➁➊❺➂¤ ❿➄❺
¤¤¤¤
❺➊❺¤ ❹➍❿❺¤ ❺❹➊➂❹❺¤ ➅❹ ❿❿ ➎❺
הףםץ#8
םאםןבי8
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 21/23
➃❹➂¤➎❿❺❹➄¤¤¤➊¤❺❹❱❶❶➍❺¤➃❷❿➎¤➎¤❿❸❼
➃❹➎❸❺¤➊➍
¤❿➄❹¤❖❐❖❙❖
❚¤➎❿❼❱❺¤❶➊¤❺¤❹➂❹¤❻➂¤❺❹❱❹❺¤➎❸¤¤❺❼❹➍➊❺❿❗❰❸➎❸¤➊❺¤➎¤❹➂➎❿➁¤❷❿❸¤➃❿¤◜
❸➁➂❺¤ ❺❷➄❺❺¤ ❺❹❺¤ ❹❶❹❹❿➍❺¤ ❺❱❺➄❺❺¤ ➎¤ ❿➁❶❺¤ ❺➂❷➎➂¤ ❼➍➊❺➂¤ ❺❿❸¤ ➎¤ ❺➂
➃❹➎❹❿➂❺¤❿❷❿❸❺¤➎❿➂¤❼❼❿➂❺➎¤❿➎➄¤➅➂❻¤❿¤➃❹❿❹❸❺➂¤➎➁❿¤❹➊❺➎¤➎❸❿¤❹❶➍❹➄❿➂❿❺
❿➂➎❿¤❿❹❹❶❹❿¤❺➂❻❿❹¤❺❿❷➄¤➃❺➎¤❸➁➂❺¤❿❼❿❺¤➎¤❺➎❿❷¤➎¤❿➂¤❼❿➄➂¤➃➎❿➁
❱➊➂¤❺➄❹❼➂¤❺❹❺¤❺❹❿❶➍❹❺❺¤❰❿¤➎❸➎¤➂➗➗❺¤❹❺¤❺❷❿❸
❺¤ ❺➂❺¤ ➎¤ ➅❿❷❺¤ ❿➁❺¤
➎❹¤ ❹➄❺¤ ❺❷❹➄¤ ➅❿➍➎❹❿¤ ➄❹❶❿❼¤ ❹❸
❚¤➅❿❶➄❹➎❖❖➌➎❺¤➌❿➍¤❹❼❱❺¤◜
❿❹❺❹¤➗➗❺¤➎¤➃❹❹❼❹➁❺¤❺❹❼➁❹¤❹➄❺
❿¤➎❸➎¤❺❹❶❿➂❼❺¤❿¤¤➏❹➊❺➎
¤➎¨¼˚ÕÈ ÒÊÒ¼‾ ‾¨Â‣ÀÈ Æ‾˚ ÆÊ‐ÛÊ
˟ÈÊÃ˟¼ ˟Â˚Â‣‾ ‾ÛÈ˖ ÂÊÈ‣ ˚‐Ã‾
Ôʼ ˖¼‣Õ‾ ÁÊ˚ÊÈ˚‾ ×È‣‾˟¼¨˟‾ ÔÊ¼È ÊÕ‣ÈÒÊ‣‾ ÆËÊÈÇÕ‐Âß‾
Á˟ʨˁÂ≮Â‐ÂÊ‾ ˟ʼ¨ÛÕ‾➃➎➍❹❺
➅❿❹➁¤¤➅❿➍➎❹❿¤➄❹❶❿❼¤❺❿¤❹➄❿❹❺
➃❼❺¤❿❹❿❸❻❿¤➊❿❷❺¤❺❹❶❿➂❼❺¤➊❺
➅❿❶➎¤➎➁❿¤❹➂➎➍❿➂❺¤❺❷❺¤➎➁¤➃❿❹¤
➃➂❿❹ ¤ ➎➁¤ ➅❱❺➎ ¤ ❹❼❸❿¤ ➃❹ ➂➂❹ ❺
❺➂❿❷¤➂❷➎➂¤➎➁¤❿❻❹❸❺¤➃❺¤➃➍❹➊➎
❹➊❿❷❺¤➃➎❿➁❺¤❼❱➄¤❼❺❹➗❱¤
ú‾ÊÇÕÂÈßÊ‐‾ ˟¨Â˟Õ ÆÊ‐ÕÈ ‾Õ ªÆÂÀÊÒÈ ➎❿❺❹➄➎¤➃❹➄❿➄❱➄➂¤❺¤❿❷➊❺¤❺❼❷❺¤➁❺¤❰➎❺➂➃❹❹➂¤➃❹➄❿➄❱➄➂¤❺❿➎❿¤➃❹➊❿❹¤➃❹➄❿➄❱➄➂¤❺❿➎¤¤❿➄❹❼➂¤➅❹¤➃❹➍❷❹❺¤❿❹➂¤➃❹➂
¤¤➅❿❺¤❹➊❿❹❺¤➅❿➄❱➄➂❺ Ú˟ÂÃÂÀ‾ ÔË‣Õ ˟ʨÇ˖Â‐ Bcfc`em ha ^h|mr ❺❹➊❿➍❿➎❹➊❺¤❿❼❿➍❹¤➎➁¤➄➁➄¤
➎❹❿➂❺¤❹❸➂❺¤➟❈❿❹❷➎¤➅❿¤❺❹❷➟¤❙➅❿➁❺¤➍❹➍¤➎➁¤❹➁❶❺¤❿➂¤❿❺❻❿¤➅❿❻❹¤➎➁❿➊¤➃➎❿➁❺¤❹❸
➅❹❿¤❶❺¤❰❿¤❶❺¤❹➄¤➅❹¤¤❹❶¤❱➍➂¤➃❹❹❷❺¤➃❼❹➄¤➅❹¤➃❹❿❶¤❿➁❿¤❿➄❸¤❹➍❷❹➎
❿❸➎➂➂❿¤➃❹➁¤➃❹❿❹¤¤❿❹¤❿➎❿❼❱¤❿❹❷¤❿❱➍➂➎¤➃➂❿¤❿➎➎¤❿➎¤❿➄❸¤➃❹❹❷❺¤➃❹❶
➎¤➃❹❸➂➂¤❺➂❷❿➎❿¤❰❿➍❸➍¤❹➂¤❹➄➊➎➁¤❺❿❿➎¤❹❹❷¤➃❹➊❹❼➁➂❿¤➅❸❺¤➂❿➁➎¤➃❹➁❼❿➂¤➃❹❼❼❺¤➎❸
➟¤¤ ¤➏❹¤ ❹❼❱➃➁¤➂➄❿¤❸➃➁¤❻¤ ❱❿✊✊¤❙➟➃❹➂❹❺¤❹❷➟
➅❿➄❱➄➂❺¤❹➍❷❹¤❶¤❶➎❷❺¤➎¤❐
¤¤❹➄❺¤❹➊❿❹❺ Ú‾Ê‐Õ‾ ˟¼ÂÇ ˟ʨÇ˖Â‐ Rcouh` d‟mtct ❹❹➎❿¤➅❹❼➁❺¤➅❿❻❹❺¤➊❺➎¤❺❹❺¤
❺❹❶➂❿➎➊❹❼❺¤➅➂❿¤❿❹➎¤➎➄❹❼❺¤❿❹➊➂❹❺¤❿➄❿❹➎➁➎¤➏¤➃❹➎¤➅❿❹➍➄¤❹➊❹➎❷¤➅❿❻❹¤❸➁➂
➎➎¤❺❶➎¤❹➎❿❺¤❺❹➍➄❸❺¤➃❹❹➄❹❺¤❹➂❹¤➊❿¤❺❹➍➄❸➎¤➎➁➂¤❺➄❹❼➂❺¤¤❹❺¤❹➄❼❿➂❺
➎❸¤❺➄❿➂¤❰❿➂❿¤➎❸➎¤➎➁➂¤❹❺¤❹❸¤➅❿➁❺¤➍❹➍¤➎➁¤➃❹➍❶➄❹¤❺➂❼❹¤❹➁➂❺¤➃➎❿➁¤➃❹❹➂
❺➄❹❼➂❺¤❿❶➎¤➃❼➁❹¤¤❿➄❿➁¤➃❿¤➏➂❹¤❿❹➎¤➎➄❹❼❺¤➃❿➂❹➂➎¤➃❹❸¤➃❹➁➂❺
¤¤❹❹➎❺¤❹➊❿❹❺¤➅❿➄❱➄➂Ú˟Ê˚ÛÕ‾ ‾˖ÊÇÊÈÂß‾ ˟ʨÇ˖Â‐ Rmcf~hfotog ➅❿❿¤❿❶❿¤➎➄❺¤❷➎
➍➎➗¤➎¤❿❹❿➍❹➊¤¤➏➂➂¤❿❺¤❹❼❸¤❰❿¤❺➂❹❼¤❼❷¤❼➁¤❿❹➎¤➎¤❿❹➄❿❹➁¤¤➂➍❹
❚¤➅❹❿❿❼ ❗❖❗ ❶➎❿¤❺❹❺¤ ❹❸¤➅❿❹➁❺¤¤❷❹➊❿¤ ❻❷❺¤❿❼❹❺¤ ¤➎❱➄❿➗❱❺¤❿❷¤ ➅❹➂❺¤◜
➎❿➂¤❹¤➃❿➎¤➎➁¤❿➂➎¤➁❼❹¤➃❱¤❺❹❺¤➎❹➂¤❿❿➂➎¤➃❹➍¤➃➎❿❸¤➅❿❻❹¤➎➁¤❿➂➎¤❹❼❸❿¤➃❿❹
❿❹❷❺¤➅❹¤➂➄❺¤➎➂❺¤❹❿❿❹¤❿➄❿➁¤¤❿➂❹¤❰❸¤❺❹❷➂❺¤❷➂¤➎➁¤❿❷➂❺¤➌❶❺¤❿❹❷
¤¤¤¤
\jm` yh} rodm cfh`m yh} rodm |otj Bo` Fcdm`( Boff Icjmr( @m| Ioffm`o}i ^rmuu& 2>>2( OUB@ 3):?5224)<4)>
✊✊➍❺¤➃❹➎❿❹¤➅❿¤❿❺¤➃❹❿❸¤➃❹❹➄¤❺❿¤✊❿¤❿➍➊¤✊❹¤➊¤❿❺❹➁❹❼¤➂➁¤
❿➄❹❼➂¤➅❹❿¤➃❹➂➁¤➅❹¤➃❹➍❷❹❺¤➃➎❿➁➎¤➁❶
אףםחט8
אמםו#
8/14/2019 The Art of Strategy - Chp. 13. Part 1 - Crisis Management
http://slidepdf.com/reader/full/the-art-of-strategy-chp-13-part-1-crisis-management 22/23