市场进入者的战略决策模式——一项探索性多案例比较研究
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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 perceptual representing, analytical representing, intuitive searching and systematic searching. Four strategic decision making patterns were identified finally, each of which was made up of two dimensions mentioned above.
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 perceptual representing, analytical representing, intuitive searching and systematic searching. Four strategic decision making patterns were identified finally, each of which was made up of two dimensions mentioned above.
引文
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[2]Ganco M,Agarwal R.Performance differentials between diversifying entrants and entrepreneurial startups:A complexity approach[J].Academy of Management Review,2009,34(2):228-252.
[3]Nerkar A,Roberts P W.Technological and product-market experience and the success of new product introductions in the pharmaceutical industry[J].Strategic Management Journal,2004,25(8/9):779-799.
[4]Lee H,Shin H D.Which subfield to enter first:The role of a firm's pre-entry experiences[J].Journal of Business Research,2010,63(12):1310-1316.
[5]Fern M J,Cardinal L B,O'Neill H M.The genesis of strategy in new ventures:Escaping the constraints of founder and team knowledge[J].Strategic Management Journal,2012,33(4):427-447.
[6]Gavetti G,Levinthal D,Ocasio W.Neo-Carnegie:The Carnegie school's past,present,and reconstructing for the future[J].Organization Science,2007,18(3):523-536.
[7]Gavetti G,Levinthal D A,Rivkin J W.Strategy making in novel and complex worlds:The power of analogy[J].Strategic Management Journal,2005,26(8):691-712.
[8]Gavetti G.Perspective:Toward a behavioral theory of strategy[J].Organization Science,2011,22(5):1359-1367.
[9]安德森.认知心理学及其启示[M].秦裕林,等译.北京:人民邮电出版社,2012.
[10]Evans J S B T.Dual-processing accounts of reasoning,judgment,and social cognition[J].Annual Review of Psychology,2008,59(1):255-278.
[11]Kahneman D.A perspective on judgment and choicemapping bounded rationality[J].American Psychologist,2003,58(9):697-720.
[12]Moorman C,Miner A S.Organizational improvisation and organizational memory[J].The Academy of Management Review,1998,23(4):698-723.
[13]Louis M R,Sutton R I.Switching cognitive gears:From habits of mind to active thinking[J].Human Relations,1991,44(1):55-76.
[14]Miller C C,Burke L M,Glick W H.Cognitive diversity among upper-echelon executives:Implications for strategic decision processes[J].Strategic Management Journal,1998,19(1):39-58.
[15]Simon H A,Newell A.Human problem solving:The state of the theory in 1970[J].American Psychologist,1971,26(2):145-159.
[16]李岩松,周仁来.再认记忆双加工的理论模型及研究方法[J].北京师范大学学报(自然科学版),2008,44(3),243-246.
[17]Kahneman D.A perspective on judgment and choi-cemapping bounded rationality[J].American Psychologist,2003,58(9):697-720.
[18]Yonelinas A.Recognition memory Rocs for item and associative information:The contribution of recollection and familiarity[J].Memory&Cognition,1997,25(6):747-763.
[19]司马贺.人类的认知:思维的信息加工理论[M].荆其诚,张厚粲,译.北京:科学出版社,1986.
[20]Simon H A.Invariants of human behavior[J].Annual Review of Psychology,1990,41(1):1-20.
[21]Roberterson S I.问题解决心理学[M].张奇,译.北京:中国轻工业出版社,2004.
[22]Eisenhardt K M.Building theories from case study research[J].Academy of Management Review,1989,14(4):532-550.
[23]Berg B L.Qualitative Research Methods for the Social Science[M].Thousand Oaks:Sage,2005.
[24]Yin R K.案例研究:设计与方法[M].周海涛,李永贤,李虔,译.重庆:重庆大学出版社,2010.