Enterprises In Dynamic And Complex Environment, Sustainable Competitive Advantage

From the developing trait of the successful and defeat companies all over the world, we can see that if the enterprise wants to achieve the long-term goal of development strategy, they must build a sustainable and effective competitive advantage (CA). Recently, many managers and the management scholar pay more and more attention to the researching of sustainable competitive advantage (SCA) of an enterprise. The sustainable development of an enterprise is based on SCA, therefore, explore the sustainable development of an enterprise is radically studies SCA of it. SCA has always been the core theme in strategic management field; it is also an extremely complex theme in this area. Many strategists have researched the SCA from different perspective, and thus formed different theory schools. But the dynamic and complex tendency of the competition environment has greatly challenged the tradition competitive advantage theory. So this working paper focuses on the deep analysis to the SCA under a dynamic complex environment. The paper can be divided into eight parts:The first part, Introduction: This part mainly introduces the context, hypothesis, research methods, new insights and researching route of the research. The proposing of the SCA under a complex dynamic environment is because: (1) The change of competition environment has challenged the strategic management, the complex and dynamic tendency of the environment calls for the changing of strategic management research. (2) Although the complex dynamic environment has challenged the sustaining of CA, the CA is still sustainable under such environment. To analyze the SCA in such environment, this working paper loosens the hypothesis of the traditional CA research, and takes uncertainty environment, limited rationality, path dependency and resources heterogeneity as researching hypothesis. The paper mainly use modeling methods and follows the researching route of "questions proposing– research hypothesis– stating of new strategic concept– constructing strategy system model– explaining the strategy system model– drawing a conclusion– case study ".The second part, A Literature Review on CA:This part mainly summarize and discern the traditional theory schools of CA, analyze the main thought and limitation of the theory schools such as the SCP model and the industrial structure school in CA...