加里·胡佛是一位美国学者,他穷尽毕生精力研究企业如何才能成功,在他历经三十年写就的《愿景》一书中得出结论说:企业成功的关键是与那些成功的企业背道而驰。如果要对他的观点找一个鲜活的例证的话,笔者认为Broadcom(博通)是最恰当不过了。无论在发展模式、业务组合还是市场策略上,博通与英特尔、TI这些市场上的强大的对手相比都表现迥异,或者说背道而驰。当这些极为成功的企业依靠巨额投入保持着其技术领先战略时,博通却象猎头公司一样想当一个精明的买家,到处收购在某一领域表现优异的小公司;对手花巨资在市场推广和打造品牌上,博通却从不积极做广告宣传,而是创造了一个工程师对工程师的新营销模式;产品线绵长,规格众多,以至于很少有人能把博通的产品完整说出来,但他成功的把多种技术融合或集成在一片面积更小的芯片上,以至于世界上最挑剔的供应商Apple公司在其风靡全球的iPod里采用了博通的多媒体处理器芯片。 Gary Hoover, an American scholar who devoted his life to studying how a business can succeed, concluded in his 30 years of vision that "the key to business success is connecting with successful businesses The opposite. If you want to find a fresh example of his view, I think Broadcom (Broadcom) is the most appropriate. Broadcom stands out differently or run counter to the mighty adversaries of Intel and TI in terms of growth model, business portfolio or marketing strategy. While these highly successful companies rely heavily on their technology leadership strategy, Broadcom aspires to be a savvy buyer like a headhunter, buying smaller companies performing well in one area; rivals invest heavily in marketing And build the brand, Broadcom never actively advertising, but created an engineer’s new marketing model for engineers; long product line, many specifications, so few people can Broadcom products complete, but he Has successfully integrated or integrated multiple technologies into a smaller chip so that Apple, the world’s most discerning supplier, has adopted Broadcom’s multimedia processor chips in its popular iPod.