面向环境的战略重构

在以环境为视角的主流战略管理理论中,都认为战略应该与环境相匹配。但是,适应环境的战略观存在许多缺陷。企业的环境总存在一定的不确定性,而这种不确定性可以经过企业的改造转化为企业的竞争优势,并且使某些战略具有期权价值。因此,需要抛弃传统的战略制定思维,依据环境的不确定性重新构筑企业战略。通过相应的战略手段,企业可以塑造环境、改变环境、适应环境以及追随环境来实现企业的目标。

Recreate Strategy Facing Corporate Environment

According to the main theories of strategic management in which strategy is based on environment, strategy is believed to fit corporate environment. But strategy matching with environment has many defects. Certain uncertainties always lie in the environment with which firms are confronted. However, such uncertainties can be converted into competitive advantages through firms' efforts, and bring some option value to certain strategy. Thus, we need to discard the traditional way of strategy formulation and should reformulate a firm's strategy, based on its environment's uncertainties. By wielding correspondent strategic methods, an enterprise can shape environment, change environment, accommodate to environment and follow environment in order to fulfill its goals.