战略特征差异与App发展策略选择——基于战略群组理论

Strategic Characteristics and App Development Choices:The Multi-dimensional Nature of Strategic Groups

基于战略群组理论视角,以中国互联网企业为样本,研究了企业战略特征与App发展策略之间的关系。结果显示,具有不同战略特征的互联网企业,在开发其第一或第二App的侧重选择上应遵循不同甚至相反的策略:对于业务规模较大或业务范围较宽的企业,努力发展第二App更有利于绩效;而对于业务规模较小、范围狭窄的企业,集中发展其第一App更有利;业务规模和范围之间的交互作用还会加强上述结论。研究结果表明,战略特征差异会影响开发App的行为选择及结果;而且,各战略特征不仅是单独发挥各自的影响,它们还会互相作用而产生综合影响。

Based on strategic group theory,this paper investigates the relationships between App developing choices,firms’strategic characteristics and firm performance.The sample contains Chinese internet firms whose mobile Apps are in operation in the sample period.The results show as follows.Firms with large business sizes or wide scopes of mobile internet business are more likely to benefit from developing the second most important Apps.Firms with small business sizes or narrow scopes of mobile internet business are more likely to benefit from developing the most important Apps.If a firm has both a large business size and a wide scope,the interaction between the characteristics increases the benefit from developing the second most important App.If a firm has both a small business size and a narrow scope,the interaction between the characteristics increases the benefit from developing the most important App.These findings indicate that the strategic characteristics can interact with each other and form meaningful strategic types.The dimensions shaping strategic groups should be understood in a combined rather than separate way.