战略柔性、环境动态与基于顾客价值的竞争优势——动态环境下中国企业对抗跨国巨头的制胜谋略

Strategic Flexibility,Environmental Dynamics and the Competitive Advantages in Perspective of Customer Perceived value:Exploring how China's firms compete successfully with foreign giants in turbulent environments

在当前动荡的环境里,战略柔性成为驱动企业竞争绩效和强化动态竞争优势的关键所在。本文在对前人有关研究进行回顾、总结和归纳的基础上,一方面,深入地剖析和界定了战略柔性的内涵与本质;另一方面,探讨了环境的动荡性和基于顾客感知价值的竞争优势。在此基础上,又进一步论述了战略柔性对基于顾客价值的竞争优势的影响以及环境动荡性所扮演的调节效应。同时,本文通过对中国企业的实际调研数据,运用基于偏最小二乘法的结构方程模型,对上述问题进行了实证分析。最后阐明了本项研究对中国企业管理者的启示和本项研究所存在的不足,探讨了如何通过强化和展开战略柔性体系来获取动态竞争优势等问题,从而为中国企业成功应对跨国产业巨头提出了富有操作性的战略建议。

Based on previous research studies,this paper makes an explo- rative study of the definition and nature of strategic flexibility.The effect strategic flexibility has on customer value-oriented competitive performance of a firm is then discussed and the moderating effects of environmental turbulence are examined. Next,with evidence from China's firms,such relationships mentioned above are tested by developing structural equation models using Partial Least Squares method.Finally,the implications and conclusions are provided and the limitations of the study are summarized.