战略引导与核心竞争优势 ——以鸿海企业集团为例.docVIP

摘 要 企业在某一时刻拥有的核心能力应与企业当时的竞争优势有关。然而，此仅为静态的观点。既有的核心能力并无法确保企业在变动的竞争市场中可以维持竞争优势。为此，近年来学者提出动态能力理论，是指企业响应环境变动而持续学习、适应与提升的能力。 本研究之目的在探讨企业何以能够拥有具备竞争优势的核心能力，企业在成长的各阶段其核心能力是如何形成的。本研究观察到许多基业长青的成功企业能够制定合理可行的长期策略，主动依计划逐步准备好进入下一个新市场必须具备的新核心能力，因此能够获致成功。 本研究拓展动态核心能力局限于执行层面之理论，将企业核心能力之创造从短期适应环境的观点提升至公司层级长期策略演进之观点。 为了能够在新的目标市场成功竞争，企业在制定成长策略时，需要考量企业现有的资源与现有的核心能力，分析未来的产业与市场机会，主动挑选新的目标市场，以及在此新市场成功竞争所需具备的新核心能力，依此目标制订新核心能力的培养计划，在学习与合作的企业文化熏陶之下，以坚定的执行意志按计划实施。这是企业核心能力如何形成之关键。 鸿海精密成立于1974年，如今已成为世界上最大的电子制造服务厂商。本研究以鸿海为实证案例，呈现其在不同阶段之核心能力是如何在其各阶段成长策略的导引下，按部就班地执行核心能力培养计划而形成，以至在进入各新市场时均能拥有竞争优势。 关键词：竞争优势；核心能力；成长战略 Abstract It is widely accepted that a business’ core competences contribute to its competitive advantage. This is only a static view of a company’s competitive advantage and its core competences at that moment. However, there were companies with unique core competences and successful records but still failed in fierce market competition. This reflects a fact that core competences do not guarantee competitive advantage in market competition. Some scholars came up with the theory of Dynamic Capability which addresses the capabilities of learning, adapting, and upgrading core competences in response to environment changes. Dynamic capability only explained the short term evolution of a company’s core competences in a reactive mode to market changes. However, the long term successes of many companies indicated that they can proactively prepare new core competences that they deem essential to their future successes. This study extended a company’s core competences from a static view, and a short term adapting perspective, to a long term evolutionary perspective. At different point in time, a company should possess a different set of core competences sufficient to offer the company competitive advantage in deliberately selected target markets. In order for this company to succeed in the next market, a growth strategy must be constructed with considerations of existing core competences, existi