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기업의 리포지셔닝 결정요인: 성과 피드백과 경쟁 강도

Determinants of Strategic Repositioning: Performance Feedback and Competition

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참고문헌

키워드

주제분류경영학

초록

본 연구는 성과 피드백이 기업의 전략적 위치 변화에 어떻게 영향을 주는지 살펴보고자 한다. 선행 연구는 기업 대 기업 수준 및 전략 집단 수준에서 전략적 수렴, 발산에 주목하고 있으며, 산업 표준 대비 기업의 위치 변화를 고려하지 않고 있다. 또한 성과 피드백의 선행 연구는 기업의 인지와 그 반응에 초점을 두고 있으며 환경이 미치는 영향의 고려는 부족하다. 하지만, 기업이 처한 환경에서 오는 경쟁 강도는 성과 피드백에 따라 변화하고자 하는 기업에 영향을 줄 것이다. 본 연구는 북미 원유 및 천연가스 산업의 자료 분석을 통해 다음 두 가지 가설을 제시하고 실증하였다. (1)열망수준에 미치지 못하는 성과의 차이가 커짐에 따라, 그 기업의 전략적 위치는 산업 표준에서 더욱 멀어진다. (2)산업 내 경쟁 강도가 높아짐에 따라, (1)의 경향을 감소시킨다.

Abstract

This study investigates the determinants of strategic positional change. The study suggests two unexplored relationships between performance gaps and strategic positioning. First, this study suggests that as a firm's performance decreases below aspiration levels, the firm’s strategic deviation from industry norm increases. Second, as industrial competition increases, the relationship between performance distance below aspiration levels and strategic-divergence tendency decreases. For empirical analysis, this study examines 589 firms operating in North America crude petroleum and natural gas industry. The result reveals that the direction of a firm’s strategic change is shaped by performance feedback and competition. This study contributes to the current literature by explaining how a firms’ strategies are repositioned relative to industry norm instead of other firm and strategic group.

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