基于制度战略观与合法性视角的企业非市场——市场战略整合研究

Research on Corporate Integrated Non-market and Market Strategy Based on Institutional-based View of Business Strategy and Legitimacy Perspective

经典的战略选择理论是基于产业状况和资源基础的战略观,企业战略选择的制度基础观是战略研究领域出现的新趋势。本文首先从制度与战略互动的视角论述了转型时期组织与制度环境的协同演化,组织不仅是制度环境的被动反应者,而且也会主动寻求自身的合法性,并主动努力调适或变革制度环境。中国企业由于其面临的制度环境具有市场与非市场的两种特征,为了缓减私有产权带来的制度风险,它们通过整合政治战略、社会公众与媒体战略、企业社会责任战略等非市场战略和市场战略行为来谋求制度层面的合法性以及政治租,从而获得和保持竞争优势,增强企业在行业中的竞争力。

Classical strategic choice theories are based on industrial conditions and resource-based view. However, institution-based view of business strategic choices is becoming the new trend of strategic management research. First, the paper describes that organization and institutional environment co-evolution during transition economy from an interaction perspective of institution and strategy. Organization is not only passive responders, but also take the initiative to seek its own legitimacy, and actively strive to adapt or change institutional environment. Chinese enterprises face with both market and non-market characteristics, in order to mitigate institutional risk of private property rights, firms seek legitimacy and political rents through the integration of political strategy, public and media strategy, corporate social responsibility strategy and market strategy so that gain and maintain competitive advantage, and enhance the competitiveness in the industry.