The Relationship between Market-Orientation Competitive Action, Relational Competitive Action and Firm Performance - The View of Dynamic Competition
| Autor: | Luo-Ling Liu, 劉洛羚 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Recently, the issue of competitive dynamics between firms in the field of strategic management have become a very important topic for research due to the rapid changes in the environment. In the past, research focused on the competitive level of the firms’ actions. However, today''s firms are consolidating their position in the market. So firms conduct detailed investigations and analysis of the market to capture the needs of target groups and take more competitive actions. Moreover, firms are also more concerned about the connection with a wide range of stakeholders, not just the interests of themselves. Therefore, this research combines the original competitive action with the concept of market orientation. To explore whether the focal firm can use market information analysis to develop competitive actions that better meet the needs of consumers, and then enhance the focal firm’s performance. On the other hand, wants to get rid of the original rivalrous view and extends to the relational view. To explore whether the focal firm can obtain useful resources through multi-stakeholders to improve their performance when they take relational competition. Meanwhile, when competitors respond, how will it influence the focal firms take the effect of two kinds of competitive actions on their performance. This research takes top 4 chain convenience stores as the samples in Taiwan, which are 7-ELEVEN, FAMILY MART, HI-LIFE and OK, collects the news related to the actions between these stores from 2010 to 2017, and further divides the news of 8 years into 96 months. Data are reached from Knowledge Management Winner (KMW), which discloses data of convenience stores. Moreover, the research retrieves relative news from KMW, and then employs “structured content analysis” to construct convenience stores’ action database of top 4 chain convenience stores and differentiate actions between 9 types. Among them, six of them and three types of actions were categorized as market-oriented competition actions and relational competition actions, respectively. This research explores how the focal firm take market-oriented competitive actions and relational competitive actions will influence their performance. Besides, this research also explores when competitors take a response, how will the focal firm take the performance of these two actions? The empirical result in this research shows: (1) The greater the number of market-oriented competitive actions taken by the focal firm, the higher its performance. (2) When the competition responds more, it will cause the focal firm to take market-oriented competitive actions to be less effective. (3) The greater the number of relational competitive actions taken by the focal firm, the lower its performance. (4) When the competition responds more, the performance of the focal firm takes relational competitive actions will be not so bad. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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