Study On Strategy Alignment In Mobile Commence Based On Qualitative Simulation

Besides match the strategic factors of its own, one service provider (SP) need to make its value-added strategy match other entities in the value-added chain. The existed study on strategy alignment merely focuses on the service provider, seldom taking others entities into consideration. The qualitative simulation method is introduced to investigate the value-added strategy match in mobile value chain. The literature on the value-added strategy alignment is reviewed, including the conventional strategy theory, the strategy evolution theory, the strategy alignment theory and the qualitative simulation technology, which provide a basis for our study on value-added strategy alignment. To study the value-added strategy alignment, the study is performed as follows:First, the conventional strategy alignment is expanded to the mobile value chain, and a concept model on value-added strategy alignment is proposed. In the concept model, the value-added strategy of the mobile service provider and the mobile operator is categorized into passive strategy, common strategy and positive strategy. Then an optimization model based on the concept model is established, to examine the value-added strategy alignment in mobile value chain. However, the information in value-added strategy alignment is always ambiguous, incomplete or qualitative. Thus, a conventional quantitative method is unavailable, and the qualitative simulation method is introduced.Second, a qualitative simulation system is developed to solve an optimization problem for the value-added strategy alignment with incomplete information.1) The decision factors in value-added strategy alignment are categorized into initiator factors, external factors and relations among them, which are described by qualitative simulation language.2) The causal loop diagram is established to examine the interactions between adoption drivers. A qualitative simulation method is introduced to drive the evolution of the interactions between drivers. For more accuracy, the empirical relations obtained from empirical study is utilized to represent the casualty graph in traditional qualitative simulation models, where the casualty weights are denoted as the path coefficients between strategic factors in empirical study. The casualty graph serves as a filter to prune the anomalies in the successor states.3) The transition rules of the variables are proposed according to the qualitative simulation method. The Transition yields successor states of the variables.4) Based on the traditional simulation method, the improved algorithm in our simulation system is proposed.At last, the simulation prototype is built up to study the value-added strategy alignment with incomplete information, based on the simulation soft platform MALTAB7.0. The simulation model is rerun for several times in three initial scenes, including the scene with certainty, the scene with partial uncertainty, and the scene with complete uncertainty. It is found that the result is consistent with common sense in real management scenery, and the framework is able to contribute some supports to real-time optimization decision in the value-added strategy alignment.