战略承诺约束下的企业战略定位演化效应研究

Evolution Effect of Firm's Strategic Positioning Based on Influence of Strategic Commitment

随着动态导向观在战略管理领域的兴起,战略演化研究开始从高度分散走向收敛,在动态竞争环境下,企业的战略承诺投入、决心和程度的不同可能对战略定位的演化产生影响,剖析这一复杂的动态演化过程更适宜用质化研究方法。基于单一案例进行扎根理论式的实地研究,结合多重案例的跨案例检验,识别战略承诺的构成,探讨战略承诺影响战略定位演化效应的方式。研究结果表明,战略承诺是一个独特的战略要素,它来自于组织战略生成和演化的过程以及他们所促进的微观战略行为的决策过程,它在市场、资源和能力、价值活动以及组织层面的承诺表现影响着战略定位的惯性、一致性、持续性以及适应性演化。

Along with the rise of dynamic-oriented view in the field of strategic management, the research on strategy evolution turns from high decentralization to convergence. The differences on investment, determination and degree of strategic commitment may have influence on strategic positioning evolution in dynamic competitions. It is more applicable to use qualitative research methods to study this complex and dynamic evolution. Using grounded theory method based on a single case, combining with multiple cases test, we identified the configuration of strategic commitment and discussed the way in which strategic commitment influence strategic positioning evolution. The results show that strategic commitment is a special strategic element, which comes from the creating and evolving process of organizational strategy and the decision-making process of micro strategic behavior promoted by the strategy. It is also can be inferred that strategic commitment represented in the aspects of market, resource and ability, value activity and organization may have influence on the inertia, consistency, continuity and adaptation evolution effect of strategic positioning.