竞争决策组合简单性与企业绩效的关系——基于行动战略性的调节作用  

The relationship between competitive repertoire simplicity and firm performance: The moderating effect of strategical degree of action

作　　者：邓新明[1] 侯丹 DENG Xinming;HOU Dan(Economics and Management School,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《管理工程学报》2023年第1期57-65,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71872132、71572132)。

摘　　要：动态竞争中企业采取的竞争行动组合是越复杂越好,还是越简单越好,目前理论界尚未有定论。为探究这一问题,本文以中国家电企业为样本,探讨家电企业的竞争决策组合简单性与企业绩效之间的关系,同时考虑了行动战略性的调节作用。研究结果表明竞争决策组合简单性对企业绩效具有显著的负向影响,这说明竞争中企业采取的竞争决策组合越简单,越不利于企业绩效的提升。行动战略性会弱化竞争决策组合简单性对企业绩效的负向影响,这表明竞争决策组合中行动的战略性程度越高,竞争决策组合简单性会促进企业绩效的上升。本研究有效地回应了学术界关于竞争“简单说”与“复杂说”的争论,拓展了动态竞争领域中竞争行动组合理论的研究。同时,在实践上为我国企业制定与实施有效的竞争策略组合决策提供了重要启示与指导。As the competition among enterprises becomes more and more fierce, each enterprise launches competitive actions in order to gain a competitive advantage and improve its market position. With the deepening of research, scholars have discovered that the competitive actions of enterprises have evolved from a single offensive action to later attack-response dual actions. However, when a company launches a series of competitive actions over a period of time, the existing attack-response dual competition model research loses its meaning. Scholars suggest that the research on the competition model between companies can no longer just stay at the duality level, but should turn to the study of a series of competitive actions implemented by enterprises, which is, the competitive repertoire. In competitive dynamics research area, the competitive repertoire adopted by enterprises is the more complex the better, or the simpler the better, the theoretical circle has not yet reached a conclusion at present. Some scholars believe that the more complex competitive repertoire, the more it can promote the improvement of firm performance. Because complex competitive repertoire can increase the difficulty for competitors to imitate, delaying the response of competitors, and it can meet the needs of shareholders and customers at the same time as well as demonstrate the strength of the enterprise and establish a good corporate reputation. However, other scholars believe that the simpler the competitive repertoire, the more it can promote the improvement of firm performance. Because simple competitive actions can enable companies to focus on their areas of expertise, concentrate resources and capabilities to operate their core businesses, thereby gaining a competitive advantage in the competition. This paper conducts research on this focal issue, trying to explore the advantages and values of the competitive repertoire simplicity, enriching the theory of competitive dynamics and providing practical guidance for enterprises in strategic

关 键 词：竞争决策组合 竞争决策组合简单性 行动战略性 企业绩效 

分 类 号：F272.3[经济管理—企业管理]