市场进入者的战略决策模式——一项探索性多案例比较研究  

The Strategic Decision Making Patterns of Market Entrants: An Exploratory MultiCase Study

作　　者：薄秋实[1] 陈华[1] 

机构地区：[1]南昌大学管理学院,南昌330031

出　　处：《科学学与科学技术管理》2016年第1期129-141,共13页Science of Science and Management of S.& T.

基　　金：国家自然科学基金项目(71232013);江西省软科学研究计划项目(20151BBA10010)

摘　　要：基于决策理论学派整合和拓展了市场进入研究,提出了一项探讨企业的先前经验如何影响其在新市场中战略决策过程中的理论分析框架,在此基础上利用探索性案例研究方法对2家企业进行深度访谈,进而获取了7个市场进入的案例样本,并通过跨案例的比较和分析刻画了企业在战略决策不同阶段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,最终将这些过程维度组合形成的战略决策过程界定为以不同的问题解决方式为特征的4种战略决策模式。Based on the decision theory school, the article integrated and developed the research of market entry, and proposed a theoretical analysis framework to explore how firms＇ pre-entry experience influence their strategic decision-making processes in the new market. On this basis, the exploratory case study method was used to make the in-depth interviews with two firms and obtain seven case samples of market entry. Through the comparison and analysis of these cases, it revealed the dimensions of the strategic decision making process, including percep- tual representing, analytical representing, intuitive searching and systematic searching. Four strategic decision ma- king patterns were identified finally, each of which was made up of two dimensions mentioned above

关 键 词：市场进入 先前经验 战略决策 问题解决 组织记忆 

分 类 号：F273.1[经济管理—企业管理]