Empirical Research On The Relationship Between Enterprise Strategy Orientation And Performance

Along with the trend of economic globalization,. The internal and external environment is changing fast and continuously in industry and corporation that come from different country. Complex environment will bring opportunities and challenges for firms. Core competence is the key that can help firms catch the opportunities whether startup firms or established corporations. Firms can achieve the goal by continuously innovation. How to make the firms continuously innovation and establish competitive advantage? The answer we can find out in entrepreneurship. Entrepreneurship is a vigorous and most challenge activeness. In the past few years, there were 600000 startups appeared every year in average, and it had offered millions of working posts. Practice shows that successful entrepreneurship not only links to above-average return for entrepreneurs but also pushes development of society and economy.Because of the developing of entrepreneurship, entrepreneurship research also enters a golden period. It is the key problem that how to survival and development for start-up enterprises that it in different industry and life cycle in this competition. For many start-ups, entrepreneurs often hope their start-ups would growth into high-performance established firms. For established firms, entrepreneurs stronger need their firms keep vigorous. However, the actual situation had the opposite effect on the original intention of entrepreneurs. Except for few successful firms, there are so many start-ups quit market every year. This phenomenon no doubt related to macroeconomic policy, but the more important reasons are the problems that it includes environmental traits, entrepreneur traits and strategic choice and making etc. therefore, it's very important that a deeply study and investigation on different entrepreneurship elements in different industry and stage for entrepreneurial firms. The ranking of China is 9th in Global Entrepreneurship Monitor 2001. It shows that china has joined the country with high entrepreneurial intensity. It compared with the flourishing entrepreneurial activities that the domestic study is lower whether theory research and empirical research. Through the research of this paper, the author hopes to provide some countermeasures and proposals to entrepreneurial activities in china.In order to solve the problems in this study, the author sets up the comprehensive model, that is linking strategy orientation to performance according to literature review and empirical research is made based on the firms in this area. Structural equation is used to analyze the hypotheses according to the 134 questionnaires and partial hypotheses are passed and the validity of the model is also passed according to the results.Some conclusions drawn from the model: first, significant differences are found on strategy orientation in different industry and enterprise life cycle. Second, environmental traits are remarkably affecting the venture enterprises in different types. Third, entrepreneur trait is one of the important factors drawn influence on strategy orientation. Finally, product strategy moderates the relationship between strategy orientation and performance in different venture enterprises.In chapter one the research background is shown from micro- and macro-level with the introduction of research problems and blanks. Finally research ways and technical path are introduced.Chapter two is the literature review. This chapter introduces entrepreneurial environmental traits, entrepreneur traits, the relationship between SO and performance, which can be the base for the latter research.Chapter three introduces related theories, which include entrepreneurial theories, strategic management theories, entrepreneur theories, market orientation theories and enterprise life cycle theory. All theories will be the base for the future research.Chapter four builds the theoretical framework of relationship between strategy orientation and performance. Depending on the former two chapters this chapter introduces every factor and its dimensions and finally concept model is made.Chapter five is theory and hypotheses. The hypotheses are introduced based on the relationships among environmental traits, entrepreneur traits, market orientation, entrepreneurial orientation, product strategy and performance.Chapter six includes samples and data collections, analyzing methods, variables description and model testing.Chapter seven is the results. This chapter discusses the results based on the former chapter. After checking every hypothesis we compare new results and past results and new contributions are made.Chapter eight is the outlook and implications, which summarize the conclusions, innovations and future research directions.This paper may have some shortages because of the ability and time of the author. I will enhance the further research in the future.