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基于问题解决视角的企业市场进入的战略决策模式研究
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摘要
当前商业环境中新产品市场的不断涌现对于所有企业的生存和发展来说既是机遇又是挑战,即无论是在位企业还是潜在的创业型企业都需要考虑如何在适当的时间进入到相应的市场中,而这些战略决策的制定将是企业获取竞争优势的重要来源。以往研究在资源基础观的视角下关注于市场进入者战略决策的具体内容,即进入时机的选择和对先前经验的运用如何导致各种不同类型的市场进入者的绩效差异,这些研究的局限性在于涉及过多的研究变量而使得实证结果往往缺乏一般性。基于此,本文选择了行为决策理论作为整合和拓展市场进入研究的理论基础,以市场进入者的战略决策制定过程对组织绩效的影响为研究的分析主线,并将与先前经验有关的企业知识基础和与进入时机有关的市场环境特征分别作为这一作用关系的前因变量和调节变量,逐步开展从理论探索到实证检验的一系列相互依存的研究。
     在行为决策理论的问题解决视角下,本文提出的理论框架借助于人类问题解决中的核心概念“启发式”来阐释市场进入者的战略决策制定过程,即依据认知理学中的各项研究范式界定了两种类别的启发式,继而在组织层面将其分别与遵循“习惯逻辑”和“理性逻辑”的决策制定过程相关联,并且假定这些过程会受到企业基于先前经验的陈述性记忆和程序性记忆的作用以及相应的知识类型的影响。
     子研究一是一项仿真研究,在上述理论框架的基础上将市场进入者按照不同的问题解决方式划分为四种类型,并通过借鉴和拓展Gavetti和Levinthal (2000)的仿真模型模拟了组织层面的陈述性记忆、程序性记忆以及由这两种记忆系统驱动的启发式决策制定过程,仿真实验结果显示不同类型的市场进入者会在同一市场中获得不同的绩效水平,在短期按照绩效高低依次是专家、理论家、熟手和新手,而在长期则是理论家、专家、新手和熟手。
     子研究二是一项案例研究,进一步将市场进入者的战略决策制定过程看作是由问题表征和解决方案搜索两个阶段构成,以此利用探索性案例研究方法对两家企业进行深度访谈而获取了七项市场进入的案例样本,并通过多案例的比较和分析刻画了战略决策制定过程中与不同类别启发式相关的各项过程维度即知觉性表征、分析性表征、直觉性搜索和系统性搜索,从而将这些过程维度两两组合形成的战略决策制定过程界定为以不同的问题解决方式为特征的四种战略决策模式。
     子研究三是一项问卷调查研究,首先,出于研究整合的目的,从以上两个子研究中提取相关的研究变量构建了一项检验市场进入者知识基础、战略决策模式、市场环境特征和组织绩效之间影响关系的实证模型,并提出了相应的研究假设;接着,开发设计了基于本文理论框架的市场进入者战略决策模式的测量量表,结合其它变量的成熟量表对259家企业的市场进入行为进行了问卷调查和数据分析。研究结果表明,市场进入者知识基础的宽度、深度和集中度会通过作用于战略决策模式的选择而影响其在市场中的组织绩效,而市场环境的动态性、复杂性和宽松性则在战略决策模式和组织绩效之间具有一定的调节效应。
In the context of current business environment, the increasingly emerging new markets bring both opportunities and challenges for the survival and development of all types of firms that how to entry the corresponding market at the right time should be considered by both incumbent firms or potential start-up firms, while these strategic decisions are important source of the competitive advantages for them. The previous studies using the RBV perspective have focused on the specific content of market entrants'strategic decisions that how the performance differences of different types of market entrants are caused by the selection of entry timing and the use of pre-entry experience. However, there are so many variables involved that the empirical results of these studies are lack of universality. As a result, this article made the behavioral decision theory (BDT) as the theoretical foundation to integrate and expand the research of market entry, while took the effect on organizational performance by strategic decision making process of entrants as the main line of analysis. Meanwhile, the firm's knowledge base associated with pre-entry experience and the environmental characteristics related to entry timing were used as the antecedent variable and the moderate variable of this interaction respectively. Then we gradually conducted a series of interdependence studies from theoretical exploration to empirical verification.
     Under the problem-solving perspective of behavioral decision theory, the theoretical framework proposed in this article interpret the strategic decision making process of market entrants with the "heuristics" which is the core concept of human problem solving. Accordingly, two classifications of heuristics were identified based on the research paradigms of cognitive psychology, and then respectively related to the decision making processes based on "habit-centered logic" and "rational logic" at the organizational level. And these processes were assumed to be affected by both the declarative memory and procedural memory based on firms' pre-entry experience as well as the corresponding types of knowledge.
     Study1was a simulation study that based on the theoretical framework above. The author divided the market entrants into four categories according to different processes of problem solving, and used Gavetti and Levinthal's(2000) model to simulate the declarative memory and procedural memory of organizational level as well as the heuristic decision making processes driven by these two memory systems. The results showed that different type of market entrants would achieve different performance level in the same market. In the short term, the order is expert, theorist, veteran and novice according to the performance from high to low; while in the long term, the order is theorist, expert, novice and veteran.
     Study2was a case study that viewed the strategic decision making of market entrants as a two stages'process which is composed of problem representing and solution searching. The author used the exploratory case study method to make the in-depth interviews with two firms and obtain seven case samples of market entry. Through the comparison and analysis of these multiple cases, it revealed the dimensions of the strategic decision making process, including perceptual representing, analytical representing, intuitive searching and systematic searching, which were related to different classifications of heuristics. This article thus identified four strategic decision making patterns each of which was made up of two dimensions mentioned above.
     Study3was a questionnaire study. Firstly, for the purpose of integrating studies, an empirical model was established to verify the relationship among market entrants' knowledge base, strategic decision making patterns, characteristics of market environment and organizational performance by extracting related variables from the two studies above, and corresponding theoretical hypotheses were then proposed. Secondly, the author designed the scales of market entrants'strategic decision making patterns based on the theoretical framework of this article, and combined with the mature scales of other variables to conduct the questionnaire survey and data analysis of the market entry behavior of259firms. The result showed that the width, depth and concentration of market entrants'knowledge base would influence their organizational performance in the market by acting on the selection of strategic decision making patterns, while the dynamic, complexity and munificence of the market environment had a moderating effect between strategic decision making patterns and organizational performance.
引文
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