Empirical Research On The Choices Of Strategic Orientation Of Chinese Firms Under The Background Of Transition

The development of enterprises needs effective strategic management in which strategic orientation is very important. Strategic orientation is the basic judgment and decision of senior mangers about enterprises' future directions, and is the start-point of strategic management. Based on the advanced market economy in the west countries, researchers have studied the strategic orientation a lot and made much progress. But the strategic orientation of enterprises in the transitional economies has not got enough attention and needs further research. Especially the characteristics of China reform have special influence on strategic orientation of Chinese enterprises, which needs specific research.To answer the questions of strategic orientation of Chinese enterprises is the objective of this dissertation. At first necessary literature review is done. The concept of strategic orientation is analyzed and reviewed to identify the difference and relationship between strategic orientation and strategic management. The research on strategic orientation in the past began with study of customer orientation and competition orientation. Later researchers use different two dimensions to clarify strategic orientation. But at last researchers find out that dimension measures must be used to study the strategic orientation of firms. This dissertation agrees with this opinion and used this method to study the strategic orientation. At the end of literature review, the past researches on strategic orientation of Chinese enterprises are reviewed, which is limited but also provide some reference to this research at the same time.Because strategic orientation is important component of strategic management, it is also decided by external and internal factors. Based on this basic rule, the external and internal factors that will influence the strategic orientation are analyzed separately. The external factors could be represented by environmental uncertainty, which includes dynamism, complexity and hostility. The internal factors could be studied in the point of strategic capability, which includes resource competence, general competence and dynamic competence. Through academic analysis a model of strategic orientation influenced by both environmental uncertainty and strategic capability is established, and three theoretic propositions are pointed out.To approve the theoretic propositions empirical researches is conducted specifically. On consideration of validity of research, one questionnaire is finished based on the past-related researches and tested. Survey was conducted among the enterprises in the west and east of China, and useful database was obtained. Using Pearson related analysis and multiple regression analysis, the significant impact of environmental uncertainty and strategic capability is found. The analysis also found the influence of strategic orientation on enterprise performance. The three propositions are approved.The strategic orientation of Chinese enterprises is influenced by the special conditions of Chinese transition from plan economy to market economy, in which ownership and area are the most typical. To study the influence of the two factors, this dissertation analyzed the state-owned enterprises in the west and east of China firstly. The impact of environmental uncertainty and strategic capability on strategic orientation of the state-owned enterprises in the west and east of China is analyzed. Comparative studies on environmental uncertainty, strategic capability, strategic orientation, and enterprise performance is conducted between the state-owned enterprises in the west and the east, and significant difference is found and discussed.Besides study on the state-owned enterprises in the west and east of China, strategic orientation of private enterprises in the east and west of China is also researched exclusively. The impact of environmental uncertainty and strategic capability on strategic orientation is also tested. The difference of environmental uncertainty, strategic capability, strategic orientation, and enterprise performance between the private enterprises in the west and east of China is also analyzed. Significant difference is also found in the empirical tests.After the survey case researches are carried out to further this research. Three companies, XIAOJIAOLOU, ZHONGXING, and HUALI, in different industries, different environments, and different strategic capabilities are studied deeply using the academic model established, which bring more detailed information and material about the practices of strategic orientation of Chinese enterprises.At the end of this dissertation, findings of this research are concluded, and innovation of this research is generated. Based on the findings of this research, related suggestions to local government and enterprises are also provided. On consideration of time and research condition limited, more research could be carried out after this research. The possible research direction and area are discussed at last.This dissertation made progress in the following:(1)establish the model of strategic orientation influenced by both environmental uncertainty and strategic capability; (2)widen the research on strategic orientation in the background of China; (3)point out and test the related rules of strategic orientation;(4)find out the internal difference in China. This research contributed to the theory of strategic orientation and could provide useful reference to the practice of strategic orientation, especially in China.