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來源資料
頁籤選單縮合
題 名 | 廠商策略行為相似性與廠商績效之關係=The Relationship between Strategic Behavioral Similarity and Performance |
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作 者 | 鍾憲瑞; 方至民; 陳慶樑; | 書刊名 | 管理評論 |
卷 期 | 23:3 2004.07[民93.07] |
頁 次 | 頁1-21 |
分類號 | 498.2 |
關鍵詞 | 策略相似性; 績效; 零售業; Strategic behavioral similarities; Performance; Retailing industry; |
語 文 | 中文(Chinese) |
中文摘要 | 策略行為的相似性與績效之間的關係是策略研究的重點之一,許多理論均直接或間接討論過此議題,本研究綜合相關的理論,並就高雄地區三家大賣場之間促銷策略的相似性進行實證研究,結果發現策略相似性及賣場的調整後銷售額之間呈現倒U曲線關係:在策略相似性極高和相異性極高的情形下,賣場的調整後銷售額較低;當相似性維持在適中水準時,賣場調整後銷售額較高。本研究並以此一結果為基礎,對相關理論的適用範圍進行探討,並提出採用差異化策略或模仿策略上的涵義。 |
英文摘要 | The relationship between strategic similarity and performance is an important issue in the field of strategic research. Various theories have directly or indirectly discussed this issue. This study synthesizes relevant theories and investigates empirically similarities of promotion strategies among three supermarket stores in Kaoshiung area. It shows that there exists inverse-U shaped relationship between strategic behavioral similarity and adjusted sales. Adjusted sales are lower in the situations of extremely high similarities and extremely high dissimilarities and are higher in the situation of moderate similarities. Based on the empirical results, this study discusses the validity scope of each theory and indicates the implications of adopting differentiation and imitation strategies. |
本系統中英文摘要資訊取自各篇刊載內容。