摘要
非市场战略是企业战略中不可或缺的一面,但长期以来,经典的战略管理理论均是以市场为核心的研究,而对于非市场战略的研究却很少。本文通过构建数理模型提出了一个明确的企业非市场战略的成本收益决策框架,并对近年来学者们所强调的市场战略与非市场战略的整合作了进一步的诠释,而且还考察了企业参与非市场活动过程中的集体行动问题。主要的结论为:(1)非市场战略的收益主要来自于行业政策所导致的成本效应与战略效应;(2)决定行业内其它企业是非市场联盟还是对手,主要取决于行业政策对不同企业成本效应的差异性影响的大小;(3)企业市场战略与非市场战略整合的核心在于两者相互的正向外溢性;(4)在利益一致的前提下,建立联盟是规避集体行动与搭便车问题的一种有效方式。
Non-market strategy is an important aspect of firms＇ strategy. However, traditional strategic management theory only focused on the market-based research and only paid a little attention to the non-market research. Through setting up an economic model, the paper puts forward a valid framework for the non-market strategic decision process and makes a further explanation for the integratien between market and non-market strategy emphasized recently by some scholars. Additionally, we explore the collective action problem during firms＇ participation in non-market activities. The main conclusions are as follows： （ 1 ） The benefits from non-market strategy derive mainly from the cost effects and strategic effects caused by industrial policy; （ 2 ） Whether competitors being non-market rivals or allies mainly depends on the cost effects caused by industrial policy; （ 3 ） The core of integration between market and non-market strategy lies in the positive externalities between the two strategies; （ 4 ） Building coalition is a valid way to avoid the collection problem
出处
《中大管理研究》
2010年第2期85-97,共13页
China Management Studies
基金
教育部人文社会科学项目(资助号:09YJC630177)
武汉大学自主科研项目(自然科学)(资助号:7082003)的资助
关键词
非市场战略
市场战略
整合战略
行业政策
non-market strategy, market strategy, integrated strategy, industrial policy
