1. .............................................................. 2
1.1. ............................................................................... 2
1.2. .................................................... 4
1.3. ................................................................................................. 5
1.4. ......................................................................................................... 6
1.5. ............................................................................................................ 8
2. ...................................................................... 9
2.1. .................................................................................. 9
2.2. ...................................................................... 11
2.3. ............................................................... 14
3. .................................................. 15
3.1. ............................................................... 16
3.2. ............................................................................................................................................ 17
3.3. ............................................................................................................................ 20
3.4. ............................................................................................................................... 22
3.5. ...................................................................................................................... 23
4. ............................................................................................................... 26
4.1. : , , .......................... 26
4.2. : ............................ 28
4.3. : STEEP-....................................................................... 29
4.4. : ............................................................ 31
5. ............. 32
5.1. -................................................................... 32
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5.2. ........................................................................................... 33
5.3. ..................................................................... 36
3.5. " - " ............................................................................. 39
5.5. -.................................................................... 41
5.6. --....................................................... 41
6. ........................................................ 43
6.1. ............................................................................................... 44
6.2. ........................................................................................................................ 48
6.3. ................................................................................ 50
6.4. , ........................................ 53
6.5. () .............................................................. 55
6.6. , , ................................................................................ 57
6.7. ...................................................................................................................................................................................................... 58
7. ............................................................................................... 61
7.1. ........................................................................................................................................... 61
7.2. SWOT-..................................................................................................................................................... 62
7.3. ...................................................................................... 64
.................................................................................................. 65
BCG ( Boston Consulting Group )............................................................................................................ 67
- AD Little.......................................................................................................... 69
Shell International........................................................................................................................ 69
McKinsey/GE................................................................................................................................. 70
............................................................................................................................... 71
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........................................................................................................ 72
................................................... 72
7.4. ................................................................................................................................ 73
7.5. ......................................................................................................................................... 75
7.6. ....................................................................................................................................... 76
.............................................................................................................................. 77
.......................................................................................................................... 77
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