企业多元化战略中的认知模式问题研究

Research of Cognitive Mode in Diversification Strategy

长期以来,学术领域对企业多元化战略绩效及其差异的探讨主要集中在分散风险、协同效应等方面,而对企业内部管理因素尤其是高层管理者的认知模式问题没有给予充分关注.实际上,多元化的经营需要多元化的管理,企业多元化经营有着管理者难以控制的认知上的局限.这种认知局限导致管理者会把在某个特定业务经营中所积累的管理经验不自觉地转移应用到其他不相关的多元化业务领域,从而导致企业陷入困境.基于认知模式理论的考察主要是针对与多元化发展相匹配的多元化管理问题,探讨管理者在过去的业务经营中认知模式的生成机理、刚性化的过程以及认知模式转变的途径与方法等,适应多元化战略管理的需要.

For a long time, academic research in diversification strategy focuses much on decentralizing risk, effectiveness of synergy and etc. , but pays much little attention to factors of internal management, especially to cognitive mode of senior managers. Actually, business diversification requires management diversification to match the business. There are some cognitive limits that are very difficult to be controlled by managers. These cognitive limits cause managers to apply unconsciously the managerial experience which is accumulated in their specific business fields in past to other unrelated business fields, thus, resulting in business failure. Cognition-based research mainly investigates problems of management matching in diversified businesses, explores the shaping mechanism of cognitive mode, the process of cognitive rigidity, and the ways to change the cognitive mode, aiming at liberating the managers from rigid cognitive mode to adapting to requirement of diversified management.