管制放松后的企业竞争行动、竞争对手分类与销售绩效

Firm Competitive Action, the Category of Rivals and Sales Performance after Deregulation

基于亚洲14个国家(地区)电信企业的二手数据,本文检验了企业竞争行动与销售绩效之间的主效应,以及组内竞争和组间竞争对上述主效应的调节作用。研究发现,企业竞争行动密集性、异质性与销售绩效正相关,企业竞争行动简单性与销售绩效负相关;市场竞争(包括组内竞争与组间竞争)对企业竞争行动密集性、异质性与销售绩效之间的关系存在负向调节,对企业竞争行动简单性与销售绩效之间关系存在正向调节。从3个战略群组的对比看,在企业成员规模越小的战略群组中,组内竞争对企业竞争行动与销售绩效之间关系的调节效应越强;在企业成员规模越大的战略群组中,组间竞争对企业竞争行动与销售绩效之间关系的调节效应越强。上述结论表明,组内竞争对小企业最为不利,组间竞争对大企业最为不利。

Based on the second-hand data of the telecom firms in 14 Asian countries, we examined the main effects between competitive action and sales performance, as well as the moderate effect of Within-group rivalry and Betweengroup rivalry on the main effects. The results show that the intensity/heterogeneity of firm’s competitive action is positively related to sales performance, but the simplicity of firm’s competitive action is negative related to sales performance;Market rivalry(include Within-group Rivalry and Between-group Rivalry) has a significantly negative moderate effect on the relationship between the intensity/heterogeneity and sales performance;However, it has a significantly positive moderate effect on the relationship between the simplicity and sales performance. From the comparison of the three strategy groups, with the decrease in the size of firm members that constitute a strategic group, the moderate effect of Within-group Rivalry on the relationship between firm’s competitive action and sales performance is increase.On the contrary, with the increase in the size of firm members that constitute a strategic group, the moderate effect of Between-group Rivalry on the relationship between firm’s competitive action and sales performance is increase. The research findings show that: Within-group Rivalry has a more negative effect on small firms, Between-group Rivalry has a more negative effect on large firms.