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竞争优势理论一直是战略管理研究的焦点,对竞争优势的来源,在理论界一直存在争议。产业定位学派认为竞争优势来源于企业的产业选择及其在产业中的定位,企业资源学派认为这个优势来源于企业所掌握的独特资源和能力。本文通过对苏宁电器和宏图三胞两家零售企业发展历程的探讨,指出在发展前期竞争优势主要来源于产品定位,在发展中后期竞争优势主要来源于所掌握的资源和能力。
The theory of competitive advantage has always been the focus of strategic management research. As for the source of competitive advantage, there has been controversy in the theoretical circles. The school of industrial orientation believes that competitive advantage comes from the choice of enterprises and their positioning in the industry. The school of enterprise resources believes that this advantage comes from the unique resources and abilities that enterprises possess. This article discusses the development course of two retailers, Suning Appliance and Hongtusanbao, pointing out that in the early stage of development, the competitive advantage mainly comes from the product positioning. In the middle and late development stage, the competitive advantage comes mainly from the resources and capabilities.