战略创业视角的老字号企业持续成长路径——基于恒源祥的探索性案例分析  

The Sustainable Development Path of the Old Brand Enterprises from Strategy Entrepreneurship Perspective——Case Analysis based on Fazeya Enterprises

作　　者：杨桂菊[1] 

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《经济管理》2013年第5期52-62,共11页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金项目"本土代工企业自创国际品牌:路径依赖与能力突破研究"(11BGL010);中央高校基本科研业务费专项基金资助项目"战略创业视角的中华老字号企业现状调查与成长机制研究"(WN1222002)

摘　　要：老字号品牌成长与新品牌营销不同,更重要的是体现在对传统继承上的创新。现有战略创业理论强调企业发挥战略优势基础上的创业与创新,但总体上以发达国家技术先进企业为研究对象,对中国老字号企业的具体战略创业行为及其实现过程解释不足。为了构建本土老字号企业的战略创业分析框架,本文对恒源祥的品牌成长路径进行了探索性研究。结果显示,老字号企业的战略创业行为以"争做第一"、"变革治理结构"、"构建外部网络关系"、"建立内部学习型组织"、"树立国际化形象"为主,并借此推动企业的品牌创新和文化创新,从而突破发展瓶颈,最终实现老字号企业的长期可持续发展。Different from the marketing of new brand, the old established brands＇ development puts more em- phasis on the innovation basing on traditional inheritance. The existing strategic entreprenenrship theory stresses the entrepreneurship and innovation basing on the strategic advantage, but it neither explains that different enterprises could implement what kind of strategic entrepreneurship to achieve continued growth, nor answer the strategic entre- preneurial behavior differences between the advanced technology enterprises of the developed countries and the old established brands of the developing countries. To establish the strategic entrepreneurship analytical framework of these local old established brands, this study took an exploratory case study method. Taking Fazeya as an object of study, the author conducted semi - structured interviews in this enterprise, and then made deep analysis of its sustainable growth path, internal driving force, and the specific strategic entrepreneurial behavior. Empirical study found that, unlike advanced technology enterprises in the developed countries, the old estab- lished brands, on the basis of the existing brand advantage, it was more prone to appear path dependence and brand inerting phenomenon. So the old established brands should value technical innovation and new product R ＆ D, at the same time, put more emphasis on the spirit of ＂To be No. 1 ＂. Only by constantly vying for the first, can the old established brands constantly strengthen the brand influence in the eyes of consumers, eliminate the brand inerting, and further promote its sustainable development. Moreover, the strategic entrepreneurial behavior of advanced technology enterprises in developed countries fo- cused on the management of the senior manager team, or an innovative leadership. Although these are equally impor- tant to the local old established brands, the local old established brands should change the governance structure first for the unclear historical issues of property right. Onl

关 键 词：战略创业 老字号企业 持续成长 案例研究 恒源祥 

分 类 号：F271[经济管理—企业管理]