W3 Firms A i2b
Summary
TLDRビジネスの世界では、複雑な概念をシンプルな表現で伝えることが重要です。リーダーは組織や利益関係者に対して強力なアイデアを効果的に伝える必要があります。経済学から来た「規模経済」と「範囲経済」という基本的な概念は、ビジネスを考えるとき非常に重要です。「規模経済」とは、生産量が大きくなると、各製品の製造コストが下がることを意味します。一方、「範囲経済」とは、関連製品の生産を増やすことです。これにより、既存のノウハウや技術を他の製品に応用できます。例えば、ビール製造業者がバイオテクノロジー分野に進出するなど、異なる分野でも関連性があるため、効果的に成長できます。これらの概念は、大企業と小企業が共存し、経済的に合理的な理由を説明するのに不可欠です。
Takeaways
- 🗣️ ビジネスの複雑な用語は、効果的に伝えるために単純な表現で包まれる傾向があります。これは、ビジネスリーダーが組織やアナリスト、ステークホルダーに強力なアイデアを伝える必要があるためです。
- 🏭 「経済規模の経済性」とは、生産量が大きくなるほど、各製品の製造コストが下がることが示されています。これは、経済学とビジネスで非常に重要な原則です。
- 🍳 質の妥協なしに規模を増やすためには、技術的効率スケールという経済学の概念があります。これは生産の最適なレベルを示し、規模を超過すると品質に影響が出ることを意味します。
- 📉 価格の大幅な下落は、製造分野での品質の向上とスケール経済の効果によるものであり、デフレの原因となっています。
- 🥞 スケール経済を持つ企業は、モノポリープロバイダーになりがちですが、競争がなければスケール経済の恩恵を消費者に伝える必要はありません。
- 🍔 一方で、マクドナルドのようにスケール経済を活用して安価で信頼性の高い食品を提供する企業もあります。
- 🎨 消費者が標準化された大量生産品と個性的な商品の組み合わせを求めている傾向があります。これは、個々の消費者が自分のライフスタイルやブランド、製品のポートフォリオをカスタマイズする時代の特徴です。
- 🌹 スコープ経済は、同じ製品を多く生産するのではなく、関連製品を多く生産することで得られる経済性です。これは、日本のサントリやアサヒのような企業が成功している理由です。
- 🧬 サントリは、ビール醸造のノウハウをバイオテクノロジー分野に応用し、新しいビジネスを展開しています。これはスコープ経済の例であり、関連性のある異なる分野を組み合わせることで価値を創出していることを示しています。
- 📚 F. アルフレド・チャンドラーの名著「Scale and Scope」は、19世紀アメリカをはじめとする近代企業の台頭を探求しています。これは、大企業と小企業が経済的に合理的である理由を理解する上で重要な書籍です。
- 🔄 スケール経済とスコープ経済は、なぜ一部の企業が大きくなり、多くの小企業が存続できるのかを理解する上で、繰り返し言及される基本的な概念です。
Q & A
ビジネスで複雑な用語を単純な表現で説明する理由は何ですか?
-ビジネスリーダーは、組織全体やアナリスト、ステークホルダーに強力なアイデアを効果的に伝える必要があるため、複雑な用語を簡潔に表現することが重要です。また、ビジネス管理に携わる人々は、新しい洞察を発見し、魅力的な方法で提示しようとしています。
「経済規模の経済性」とは何を意味しますか?
-経済規模の経済性とは、生産量が大きくなると、各製品の製造コストが下がる経済理論上の概念です。つまり、同じ資源をより効率的に使用できるため、追加的な製品の製造コスト(边际コスト)が下がることを意味します。
大量生産と質の妥協とは何ですか?
-大量生産では、製品の質を犠牲にしてコストを削減することがよくあります。例えば、大量生産されたオムレツは、個別に作られるオムレツよりも味や質が劣ります。
マクドナルドのような企業が経済規模の経済性をどのように利用していますか?
-マクドナルドは経済規模の経済性を利用して、高品質で安価な食品を提供しています。厳しい品質管理と技術的な進歩を通じて、大量生産を効率的に行い、無駄を少なく抑えています。
技術的効率スケールとは何ですか?
-技術的効率スケールとは、生産における最適な規模であり、そのレベルを超えると品質に妥協が必要になる可能性がある経済学の概念です。
小規模バッチ製造のトレンドはなぜ増えているのですか?
-消費者は、標準化された大量生産品と違い、個性や小規模で作られた製品を求めています。これは、製品に対する愛情と伝統的な製造方法を通じて高品質の製品を作るartisanal精神への関心が高まっているためです。
スコープ経済とは何ですか?
-スコープ経済は、関連製品の生産を増やすことで得られる経済的利益です。これは、同じノウハウや技術を異なる製品に適用できることで、追加的なコストをかけずに製品の多様性を増やすことができます。
サントリーのような企業はどのようにスコープ経済を活用していますか?
-サントリーは、ビールの製造に関するノウハウをバイオテクノロジーなど他のビジネス分野に応用しています。これにより、既存の技術や知識を活用して新しい製品に挑戦し、競争優位性を高めています。
企業が急速に成長しすぎて問題を抱える原因は何ですか?
-企業が急速に成長すると、組織的なコントロールの問題や供給サイドの制約が生じる可能性があります。これにより、品質維持や効率的な管理が難しくなる場合があり、最終的に品質の妥協を余儀なくされます。
なぜ一部の製品は小規模で製造される方が効果的なのですか?
-一部の製品は、小規模で製造することで、品質や個性的な要素を高めることができます。大量生産では叶わない高品質や独特の風味を持つ製品を提供することが、小規模製造の魅力です。
企業の規模と競争力にはどのような関係がありますか?
-企業の規模は、経済規模の経済性やスコープ経済を活用できるかどうかに影響します。一方で、小企業は柔軟性や創造性に基づく競争力を持ち、市場で差別化を図ることができます。
F. Alfred Chandlerの本『Scale and Scope』はどのような教訓を持っていますか?
-Chandlerの本は、19世紀のアメリカをはじめ、その後のドイツ、英国、日本などで大企業の興隆を探索しています。重要な教訓として、経済規模とスコープ経済が現代企業の成長と形態に与える影響について述べています。
Outlines
😀 ビジネスで複雑をシンプルに表現する理由
ビジネスリーダーは組織やステークホルダーに強力なアイデアを効果的に伝える必要があり、そのためにシンプルで魅力的な表現を用いることがあります。経済学から来た経済規模経済や経済範囲経済という基本的な概念は、ビジネスで重要な役割を果たします。経済規模経済は生産量が大きくなるほど、各々のコストが下がることが示されています。一方で、品質に妥協を伴う場合もあります。しかし、技術的な効率的な規模を超えると品質に影響が出る可能性があるため、組織的なコントロールの問題が生じることがあります。また、消費者が標準化された大量生産品と個性的な商品の両方を欲する傾向があります。
📈 スケール経済と技術的効率的な規模
スケール経済は、生産者が垄断的な状況下にある場合でも発生する可能性がありますが、競争がないため顧客に利益を返すことがなくなります。技術的効率的な規模という経済学の概念は、生産の最適なレベルを示します。一方で、ビジネスで急速に成長しすぎて品質維持や組織的コントロールを失うリスクがあります。消費者には、大量生産された商品と個性的な商品の両方が求められており、プレミアム製品の分野では小規模バッチ製造がトレンドとなっています。
🌐 スコープ経済と現代企業の台頭
スコープ経済は、関連商品を多く生産することで得られる経済性であり、日本の企業がその典型例です。アルコール飲料だけでなく、ノンアルコール飲料やバイオテクノロジー分野まで展開しているサントリーのケースが興味深いです。スコープ経済は、企業が異なるが関連する事業を組み合わせることで、既存のノウハウを活かして新しい価値を生むことを意味します。また、19世紀のアメリカを始めとする現代企業の台頭は、経済史において重要なテーマであり、大きな企業と小さな企業が経済的に合理的である理由を説明する鍵概念です。
Mindmap
Keywords
💡ビジネスリーダー
💡経済規模の経済性
💡範囲経済
💡技術的効率スケール
💡小分け生産
💡品質とコスト
💡競争と独占
💡製品の多様性
💡産業の進化
💡企業の歴史的発展
Highlights
Business leaders need to communicate complex ideas effectively using simple expressions to reach a wide range of stakeholders.
Economies of scale is a vital concept from economics, meaning the more you produce, the cheaper each unit becomes.
Marginal cost is the cost of making an additional unit, which is key to understanding scale economies.
The nature of a product may not rely on scale economies, as seen in the example of mass-produced versus individually made omelets.
Scale economies can lead to the rise of a few big companies, but small companies can thrive in niches where quality is more important than scale.
Technically efficient scale is the optimum level of production where quality is not compromised by increasing scale.
Small batch production is valued for its artisanal quality and is a trend in premium consumer products.
Consumers often desire a mix of standardized, mass-produced items and unique, differentiated products.
Scope economies refer to the benefits of producing a variety of related products, leveraging shared knowledge and skills.
Suntory's diversification into biotech is an example of leveraging knowledge from brewing to related industries.
The rise of the modern corporation is linked to the concepts of scale and scope economies, as explored in Alfred Chandler's book.
The combination of scale economies, competition, and efficiency in sales and distribution can lead to deflation.
Monopoly providers may not pass on the benefits of scale economies to customers due to the lack of competition.
Organizational control problems can arise when businesses grow too rapidly, leading to a loss in quality.
The trend towards individual consumer curation of lifestyle and brands includes a mix of large and small company products.
The historical context of the rise of large enterprises is important for understanding the current business landscape.
Transcripts
in business complex terms are often
couched in simple expressions one of the
reasons for this of course is that
business leaders have to communicate
some powerful ideas very effectively to
large organizations to analysts to a
whole range of stakeholders so both
academics and people involved in the
management of businesses are always
trying to find new insights but to
present them in really catchy ways and
so this notion of couching the complex
in simple terms is something that I want
to revisit in throughout the course to
remind us of some of the key terms and
how some of these simple catchy
expressions actually open up a wide
range of interesting issues and insights
about the kind of challenges that are
faced in business we've already seen one
when we talked about the origins of the
firm make or buy do you do it inside the
company what do you outsource it make or
buy this week we have a couple of other
terms we talk about economies of scale
and economies of scope now these basic
concepts come from economics and they're
absolutely vital to thinking about
business economies of scale really quite
straightforward simply put the more you
make the cheaper you can make each one
each one okay so if you want to make one
muffin obviously there's a lot of work
if you want to make 36 muffins three
trays of muffins
assume you've got a large enough oven
it's almost no more work maybe a little
bit more electricity but maybe not maybe
even the same amount so we see in so
many industries simply those who can
produce at larger scale can bring down
their marginal costs and this is another
concept we'll keep coming back to thanks
to economics the cost of making an
additional unit that's a notion of
marginal cost like the cost of adding
one additional student to a class the
cost of making one additional car when
you're already making 1 million
cars in the factory a year that's
marginal cost
so those scale economies to be able to
manufacture its scale to produce its
scale and bring down your costs is a key
principle in economics and business it
helps to answer that question we posed
in this week's lecture and that is why
do we have a few big companies and what
we also have lots of small companies
when the implications for the small
companies is that the nature of the
product doesn't really rest on scale
economies and one of the simple examples
I always offer is in cooking mass
produced omelets tastes really really
horrible if you've been to typical
breakfast buffet the one thing we often
want to have is eggs for morning in the
morning you open up the hot box and
there's this big mushy pile of egg of
course really nice hotels will make an
omelet to order and we know it's very
different it's so much nicer culinary
experience so in a range of cuisines we
see that if you try to scale it up too
big you have to make real compromises in
terms of quality you get away from that
artisan or very sense driven culinary
skill that we see in fine cuisine on the
other hand of course if we just want to
eat cheaply and reliably we see the
other extreme we see McDonald's with
massive scale economies what that means
is that we can eat quite reliable food
not bad
guaranteed to not poison us because
their controls are so good and because
it's produces such scale it really is
quite astonishingly cheap if you think
of what a McDonald's meal costs you
compared to an hour's income even as you
know as a in a part-time job as a
student one quickly realizes that the
the scale effects are really significant
and in so many fields of manufacturing
these days with quality high levels of
quality control with technologies with
scanning with IT we can secure a mass
production very efficiently with very
little waste at very high quality and
this is a significant factor in
explaining why we've seen dramatic
declines in prices in so many industries
over quite a few years now so in a sense
the origins of deflation d4a and
in Japanese have a lot to do with a
combination of scale economies and
considerable competition and efficiency
in sales and distribution passing on the
benefits of those scale economies to
customers because it doesn't always
happen that way you may have scale
economies but very often scale economies
come about because of a monopoly
provider you've just got one big
business providing all of the services
and they can provide it or the product
and it can provide it quite efficiently
but because there's no competition they
can capture lots of profits they don't
actually have to pass on the benefits of
those scale economies to customers now
there's a related concept and its own
it's in the slides and notice the notion
of technically efficient scale now this
is another concept from economics and it
simply reminds us that there is a scale
at which things have produced that hits
a high level of what economists like to
talk about as technical efficiency the
optimum level of production that often
you can exceed that if you try to make
too much at scale there are going to be
compromises in terms of quality and in
the real world of business they're often
supply-side constraints they're often
organizational control problems and this
is where many businesses actually go
wrong they start out very successful
they grow very rapidly they grow too
rapidly and they lose the ability to
actually maintained their quality
because they lose the ability to control
effectively they have to source so many
inputs employees and and many other
inputs and when they grow too fast they
often lose control as example the
omelette suggests that certain things
are best made in small batches and this
is a booming trend in a range of more
premium consumer products you'll often
see this written on everything from
whiskey to craft beer to gin for example
small batch production
it speaks to notions of the artisanal of
people with a love of the product
working in often more traditional labor
intense ways of making a high-quality
product so in a sense the reason why
consumers value this so much now is
because we have become so accustomed to
standardized mass production that we
also want to add into our lives
something a bit different something a
bit more artisan or a bit more
small-scale a bit differentiated for
example when everyone has you know the
same MacBook Air or iPhone obviously
we're not gonna go out and just buy some
contrarian phone that may not serve our
functions functional needs as well but
we will try and differentiate our
particular device or a product in a
whole range of ways okay and so we we
might add a very distinctive cover to it
or something like that and this helps to
explain why you see this interesting mix
of very large companies that deliver us
the quality products that are really
important for key functions in our lives
and we're quite happy to be supplied by
these large companies that give us the
reliability that give us these great
products at low cost and then we want to
add accessories or points of
differentiation and very often that's
best done by small companies maybe with
a distinct creative vision or impulse
and in a couple of weeks time we'll talk
about this
how large organizations in Korea
creativity often don't go together very
well so particularly in this era of
individual consumer curation of their
own lifestyle their own portfolio of
brands and products will find that
people routinely have a mix of those
things that are quite high quality but
not so differentiated they're
standardized they're produced it's scale
and some unique things we think about
our own clothing preferences we might
buy a bunch of our you know where for
example from Uniqlo
which is remarkably good quality for the
price mass-produced of course capturing
scale economies and then we might have
some quite a Lozano distinctive designer
pieces to give our own distinctive
signature to the the way we dress now
there's one other key concept that we
have to keep in mind that really couches
a lot of deep insights and it is the
notion of scope economies now scope
economies are like scale economies but
it's not making more of the same it's
making more of related products and if
we see a whole bunch of companies in
Japan we can see that they are capturing
scope economies
Suntory Asahi killing all of them make
alcoholic drinks and it's a key part of
their business but they make lots of
non-alcoholic drinks too because it's
not just about brewing the alcoholic
drinks there's so much about packaging
distribution seasonality all of those
aspects means that the know-how are the
skills that apply in the alcoholic
drinks product range carry over very
effective to non-alcoholic products and
then we see a range of significant
diversification that stems from making
the alcoholic drinks Suntory is
particularly interesting
Suntory has some very significant
investments and growing businesses in
biotech now biotech relates quite
closely in some ways to brewing of beer
you need to have biochemists work to
make very high-quality
brews and it's only natural that you
might extend some of the know-how the
technological applications the
knowledge-based competitive advantage
you might have as a brewer to a range of
other products and we've seen some torii
for example it's been investing in
developing a blue rose which seems a
very long way from from brewing but
clearly Suntory sees that there are
synergies there are there's value to be
gained from putting two different but
related things together and leveraging
up that is taking advantage learning
extra returns on the know-how that you
have so just to reiterate a few key
concepts here reduced to some some
simple terms scale economies scope
economies and technically efficient
scale it's particularly these scale and
scope economies that you want to keep in
mind and a final point on this this is a
key way of thinking about the rise of
the modern corporation particularly in
19th century America there's a very
famous book by an economic historian
called F Alfred Chandler called scale
and stock and it was an exploration of
the rise of large enterprises in America
and then subsequently in Germany and the
UK and Japan as key historical examples
so keep those concepts in mind you're
going to hear them over and over again
they are fundamentally important in
thinking about why we see some larger
companies and still lots of small
companies that are both economically
very logical
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