组合战略:获取竞争优势的另一种选择

Combination strategies--Another Selection of the Competitive Advantage

波特认为差异化和成本领先这两个基本战略通常是不相容的,通常企业要在两者中做出选择,否则就会“夹在中间”。文章认为差异化和成本领先并不互相排斥,并讨论了差异化可以成为企业获得成本领先的可能性条件框架,以及在超竞争环境下差异化和成本领先的组合是获取持续的竞争优势的选择。

Poter argued that the generic business-lever strategies of differentiation and overall cost leadership are generally inconsistent. Usually a firm must make a choice between them or it will become stuck in the middle. Contrary to this view, this article shows that the two strategies are not mutually exclusive and presents a contingency framework in which differentiation can be a means for firms to establish an overall cost leadership position. The paper also discusses that a combination of differentiation and low cost may be necessary for firms to establish a sustainable competitive advantage in the supercompetitive environment.