权变的战略导向观:战略管理研究的新视角

A contingent perspective on strategy orientation: A newper spective of strategic management research

定位导向与资源导向为战略管理者提供了两种获取竞争优势的思路。两种思路相互对立,引发战略学者们的长期研究,欲辨清孰是孰非,但是至今尚无定论。在对该争论进行了回顾与分析基础上,提出权变的战略导向观点,为这场争论提供新的解决思路。此外环境不确定性、企业规模等权变影响因素对战略导向的影响也在文中进行了分析。

Positioning strategy orientation and resources-based strategy orientation provide strategists two ways of obtaining competitive advantages. Because of their opposite thinking, researchers have been engaged in long-term study to determine which one is right. However, there is little consensus on it. The debate is reviewed and analyzed. Furthermore, a new contingent research perspective on the debate is presented. Also, some contingent factors, such as environmental uncertainty, firm size, are discussed here.