基于能力重塑的互联网企业战略转型研究百度案例.pdfVIP

Vo l. 13 No.12 第 13 卷第 12 期 管理学报 Chinese Journal of Management Dec. 2016 2016 年 12 月 DOI 编码: 10. 3969/j. issn. 1672-884x. 2016. 12.002 基于能力重塑的互联网企业战略 转型研究:百度案例 欧阳桃花曾德麟崔争艳霍宇宏 (北京航空航天大学经济管理学院) 摘要:基于动态的能力重塑视角，以百度的两次战略转型为案例研究对象，探讨能力重塑 如何推动企业战略转型。研究发现:组织认知凝滞与能力简单复制造成的能力刚性阻碍企业 战略转型，而能力重塑可分为能力延伸与能力再构两种机制，前者在组织认知上主要关注行业 的成熟技术与短期的市场份额，通过对已有技术或市场的利用式学习来延伸组织能力;后者在 组织认知上主要关注行业的前沿技术与长期的市场效益，通过对新技术与新市场的探索式学 习来开发组织能力。组织认知的整合与组织行动的分离能促进两种机制的协调互补，从而椎 动企业战略的成功转型。 关键词:战略转型;能力重塑;组织认知;组织行动;协调互补 中固法分类号: C93 文献标志码:A 文章编号: 1672-884X(2016)12-1745-1l Capability Reconfiguration in the Internet Enterprise Strategic Transformation: Baidu Case OUYANG Taohua ZENG Delin CUI Zhengyan ZHAI Yuhong (Beihang University , Beijing , China) Abstract: Based on dynamic capability reconfiguration perspective , this study took Baidu as the case to explore how capability reconfiguration promoted Baidu to strategic transformation. The results showed that the organizational cognitive stagnation and the simply copy of ability caused capability ri- gidity which hindered the strategic transformation process. Capability reconfiguration could be divided into two kinds of mechanisms: capability extension and capability reconstruction. The former focused on the industry mature technology and the short-term market share from organizational cognition , and employed the exploitation learning of existing technology or market to extend the organizational capa- bilities. The latter focused on industry cutting-edge technology and long-term market efficiency from