基于破坏性创新的多元化战略及其协同效应研究.pdfVIP

11 3 ( ) Vo . 11 No3 2012 7 Journa of Beij ing Jiaotong U niversity ( Socia Sciences Edition) Ju . 20 12 杨 强, 袁 媛 ( 天津理工大学 管理学院, 天津 300384) : 基于破坏性创新的多元化战略可消除新市场中 有竞争者业已建立的顾客忠诚, 有效避免企业在新 市场中的竞争劣势通过对传统多元化战略和基于破坏性创新的多元化战略的对比分析可见, 两类多元化战 略在实现协同效应方面存在较大差别传统多元化战略的协同效应受新旧市场规模比例的影响, 当多元化战 略所进入的新市场规模相对于企业 有市场规模较大时, 该多元化战略的协同效应较为明显而基于破坏性 创新的多元化战略则与新旧市场规模及产业相似性无关, 均能取得显著的协同效应 : 多元化战略; 破坏性创新; 破坏性多元化战略; 协同效应 : F271 : A : 1672- 8106( 2012) 03- 00 80-05 A Probe into Diversification Strategy and Synergistic Effect Based on Disruptive Innovation YA NG Qiang, Y UA N Yuan ( Schoo o f M anag ement , T ianjin U niv ersity of T echno ogy, T ianjin 300 384, China) Abstract:T he diversif icat ion strategy based on disruptive innovat ion can e iminat e the customer oya t y est ab ished by the ex ist ing compet it ors and avoid t he compet it ive disadvant age eff ect ive y in the new m arket. By the comparat ive ana ysis betw een t he t radit iona diversificat ion strateg y and the diversif icat ion st rat egy based on disrupt ive innovation, this paper e aborat es the differ- ences betw een the tw o st rategies t o achieve synerg ist ic ef fect. T he synergist ic effect of t radit iona diversif icat ion strategy is affect ed by the proport ion bet ween the o d and t he new market sca e. When t he size of new market wit h t he app icat ion of the diversif icat ion strat eg y is big ger t han t he origina market sca e, the diversif icat ion strat eg y of t he coordinat ion ef fect is obvious . But t he di- versif icat ion strateg y based on disruptive innovat ion can achieve signif icant synergies, w hich has nothing to do w it h t he market sca