策略管理從1960年代發展至今堪稱歷史相當悠久之顯學,而策略管理之研究是由策略選擇與策略變化所構成。然而策略學者多聚焦於企業特定期間所採取策略之探討,仍偏向靜態性之研究,本研究所述策略選擇之概念即屬於此種靜態之概念。近年來,動態性觀點在此領域中亦逐漸取代靜態觀點,策略變化概念之發展即為代表。而具有動態觀點之生命故事之概念同時也成為管理研究領域中一個重要的議題。本研究嘗試透過敘述性故事之動態觀點來探討企業在不同時期所選擇之不同策略手段間的組合,藉此描繪出企業策略變化之軌跡,並以鋼鐵產業中兩大集團企業:中鋼集團與義聯集團為個案企業,嘗試歸納出策略故事之概念及內容。 本研究從實證研究中得知三項結論:(1)策略選擇之結論:企業在面臨不同的經營時期與環境時,除了會選擇與策略學派相對應之策略事件來達成企業成長或競爭目的之外,更重要的是隨著企業之規模不斷擴大,單一之策略選擇並無法滿足龐大企業之策略需求。換句話說,在同一經營時期中,對立的策略選擇仍會有並存之現象。(2)策略變化之結論:策略變化中存在著一次性策略變化(First Change)與二次性策略變化(Secondary Change)兩種不同之概念。(3)策略故事之結論:策略故事指的是具有一定涵理(意涵與條理)與意義之策略選擇,其彼此於策略型態轉換間存在著一定的連結性與互動性之策略變化概念。 關鍵字:策略選擇、策略變化、策略故事
In this paper, we propound the perspective of Narrative Strategy Story from social science to explain Strategic Selection and Strategic Change of the firms. Strategies are the ways that firm how to growth and compete. In other word,firm growth and competitiveness are the most important research topic of Strategic Management. Tsai (2004;2005;2009) propounds a framework for classifying Strategic Management according to two dimensions; Content vs. Process and Environment vs. Organization. Strategic Management can be thus partitioned into four approaches─The Planning Approach, The Positioning Approach,The Emergent Approach, The Resource Approach. Tsai(2009) also propound an Integrated Model from two options-Strategy Selection and Strategic Change to try to integrate these four different approaches. Based on these frameworks, we employ a Case-Oriented Comparative Method for examining how the proposed model can be analyze strategic choices and change of two Taiwan firms:China steel and E united group. Finally, empirical and managerial implications about narrative strategy story are drawn from this research. Keywords:Strategic Selection , Strategic Change , Narrative Strategy Story