右脑和左脑思维的互动:超大型企业战略变革的内部合法化进程——基于苏宁电器集团十年战略(2010-2020)制定过程的案例研究

The Interaction of Right Brain and Left Brain Thinking:The Internal Legalization Process of Strategic Change in Super Large Enterprises:A Case Study Based on the Formulation Process of Suning Electric Appliance Group’s Ten Year Strategy(2010-2020)

21世纪初互联网的发展和中国加入世界贸易组织的契机,为中国创业企业和超大型企业实现飞跃式发展开辟了广袤的市场。本文以苏宁电器集团十年战略(2010-2020)制定过程为研究案例,设计了案例研究的问题和命题及分析单元,并运用扎根理论中的数据收集和分析方法,从数据到观点概念化到命题范畴化以实现理论构建。在分析过程中将合法化理论和意义建构方式引入企业战略制定过程的分析框架,详细分析了企业最高决策层和中高执行层通过右脑直觉思维模式驱动和左脑理性思维模式驱动,形成关键战略理念来推动公司战略决策的内部合法化进程,而这种内部合法化进程大大提高了战略形成的质量和战略执行的可操作性。本文通过数轮数据资料与命题连接的归纳,构建了“左右脑思维模式—驱动关键理念—达成战略变革内部合法化进程”的理论模型,该模型对当前大量正在实施传统线下经营“+互联网”改造的战略性变革企业具有理论指导意义和实践示范作用。

At the beginning of the 21th century,the development of the Internet and the opportunity of China’s accession to the World Trade Organization have opened up a vast market for Chinese startups and super large enterprises to achieve leapfrog development.This paper takes formulation process of Suning Appliance Group’s ten-year strategy(2010–2020)as the research case,designs the research issues,propositions and analysis unit of the case study,and uses the data collection and analysis methods in the grounded theory to realize the theoretical development from data to viewpoint conceptualizing and to proposition categorizing.In the analysis process,the legalization theory and the sense-making method are introduced into enterprises’strategy making process.Based on this analysis framework,this paper analyzes in detail that the top decision-making level and the middle and high executive level form key strategic concepts to promote the internal legalization process of strategic decision-making driven by the right-brain intuitive thinking mode and the left-brain rational thinking mode,which greatly improves the quality of strategy formulation and the operability of strategy implementation.According to the summary of the connection between data and propositions in several rounds,this paper constructs a theoretical model of left and right brain thinking mode driving key concepts to achieve the internal legalization process of strategic changes.This model has theoretical guidance significance and practical demonstration role for a large number of enterprises that are implementing the"+Internet"strategic change under traditional off line operation.