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  • 學位論文

實證主義下之Porter理論再探

Reexamine the Porter Theory from the Perspective of Positivism

指導教授 : 蔡展維

摘要


自從Porter理論問世以來,企業競爭已取代了企業成長成為策略研究中之重要議題。Porter認為策略應該由產業競爭環境所決定,他透過一系列有關競爭策略(Porter,1980;1985;1990)研究,並提出了許多著名的概念及工具,如五力分析、一般策略、價值鏈等,是為策略管理領域中最廣為人之,也是最常出現在教科書中的競爭策略論。但隨著動態競爭概念之興起,Porter理論亦廣受一些新興理論的批判。這導致它僅成為一基礎理論,雖然常出現在教科書中但其實用性仍飽受質疑。本研究嘗試從Porter之一連串著作中整理歸納出七個命題,並將目前學者對命題所提出的批判做一通盤性的分類論述以爬梳出待解決之四大謎題。並透過個案導向式之比較研究方法針對巨大機械集團與美利達集團此兩家具代表性之自行車產業進行實證分析,期望從實證及動態觀點修正Porter 謎題,以提高Porter的理論之實用性。 經由實證我們修正了Porter之四個謎題:(1)策略群組為認識企業間業績差異之基本概念,而企業是可隨著時間及資源的累積移動至不同的群組。因此企業在創業初期應依所擁有之資源、規模等,決定單一群組作為其策略定位,隨著資源及技術發展再往其他相近群組發展。(2)企業在選擇一般策略時,面臨不同的經營時期與環境時可有不同的選擇。在經營初期,企業因受限於資源與定位,應從低成本領導或差異化策略中選擇一合適策略作為一般策略,但隨著規模與資源之發展,企業可選擇並存策略作為其一般策略。(3)企業策略定位之獨特性與內部資源之獨特性應是相輔相成,以此決定企業競爭優勢之來源。一定的定位會發展出一定的資源,而新的資源會幫助企業發展新的策略定位。(4)企業在發展競爭策略時,應注重公司策略與競爭策略間之互補性,企業在思考事業範圍時應同時思考如何運用其競爭策略。

並列摘要


Firm competition has become a major issue in the strategy research since Porter introduced the “Competitive Strategy” in 1980. Porter suggested that strategy is depended on the industry competitive environment through a series study (Porter, 1980, 1985, 1990). He brought out several well-known concept and analysis tools, including Five Force Analysis, Generic Strategiesand ValueChain etc. However,Porter’s theory was challenged by the dynamic competition concept and hard to apply in the practical. In this study, seven statements from Porter’s theory had been integrated and three of them were debated and proved. We classified and discussed the rest four indeterminatestatements from the previous literatue.Two corporation of the bicycle industry were taken into this evidence analysis study, namely GIANT and MERIDA. By using a Case-Oriented Comparative Method combined with dynamic competition concept, we aimed to answer the four indeterminate statement of the Porter’s theory. Consequently, the improved practical capability of Porter’s theory is expected. The four indeterminate statementswere listed: (1) Strategic group with a different environment would conduct different achievement of corporation. However, the corporation is able to transfer to the different competition groups with time passing or resource integrating. Therefore, the corporation should decide a strategy according to the current resource and the scale of corporation. (2) The strategy of a corporation was depended on the different management period and environment. In the beginning, corporation which was restricted to the resource and positioning was suggested to choose either low-cost leadership or differentiation strategy. However, corporation could mix the strategy after well-developed. (3) The uniqueness of strategy positioning and the internal resource was mutually complementary and became an advantage of corporation competition. For example, the specific positioning would generate identical resources;on the other hand, the new resource would feedback to the corporation and generated a new positioning. (4) The complementation of corporation strategy and competitive strategy should be considered while generating a competitive strategy. The implementation of competitive strategy should be taken into the business scope.

參考文獻


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被引用紀錄


陳欽黎(2015)。平溪原生種山藥產銷策略之研究〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2015.01840

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