Research On Prospective Strategy Effectiveness And Mechanism

As the improvement of information technology and the popularization of Internet, new business models are constantly emerging, and the traditional static market competition gradually shift dynamic. The thinking of "Internet+" prompted many companies to start thinking about their own new development model and strategy, thus cooperation and competition between enterprises gradually diversified. With the advancement of technology, Consumers’individualized demand is increasing, traditional standardized production mode is gradually impacted by customization mode, and quite a few manufacturing companies have appeared recession and bankruptcy trend. On the one hand, the traditional industry was impacted by the thinking of the Internet, and began to seek transformation. On the other hand, the external situation of "Peoples entrepreneurship, innovation of the public," is also promoter of enterprises in the emerging industry to find new competitive advantages. In such a dynamic external environment, how to establish or maintain the existing competitive advantages become the concerned issues of businesses. Strategic theory argues that corporate strategy determines the development direction of the enterprise and has a big impact on corporate performance. Therefore, the key to competitive advantage is to develop an appropriate strategy. In a rapidly changing market environment, businesses using the traditional cost leadership, differentiation and other strategies are gradually showing not adaptive, and are continually caught up by initiative enterprises. Thus, more companies began to study the market dynamics and changes in consumer demand, expecting to have enough space to respond when the market changes.Previous studies focusing on strategy genre theory, often have the following deficiencies:first of all, previous researches on strategic types theory which mainly focus on the different manifestations of four different types of strategy in the enterprise, lack of focus on specific types; second, the type of strategic research focus mainly on defensive strategy and analytical strategy. In the traditional stable market environment, researchers tend to believe more that defensive and analytical strategy can make enterprise gain competitive advantage; finally, the effectiveness of prospective strategy is controversial. In the existing study of strategic types, in terms of the effectiveness of the prospective strategy, scholars did not have to reach a unanimous decision. Thus it can be seen, whether prospective strategy is effective or not in theory still didn’t get the complete validation. At the same time, the influence of the prospective strategic process and the corresponding boundary conditions are not fully explored.For this reason, this dissertation is based on information, software, and Internet industry to explore the effectiveness of the prospective strategies. The main purpose of this dissertation is as follows:first of all, from the theoretical and empirical inquiry and verify the effectiveness of the prospective strategy, that is, the influence of prospective strategy on enterprise performance, team performance and individual performance. When to explore the effectiveness of a strategy or behavior, performance is the best measure, therefore, this dissertation embarks from the relationship between prospective strategy and performance investigate and verify the validity of the prospective strategies; second, to reveal the influence of the prospective strategic process. In this regard, this dissertation focuses on two issues, one is how can prospective strategy affects enterprise performance by changing the enterprise behavior on the enterprise level, secondly, how can prospective strategy affect the team or individual performance by internal team and individual’s attitude or behavior change; finally, this dissertation explores the prospective strategy impact process of boundary conditions. In this dissertation, on the basis of validation of prospective strategic effectiveness, this dissertation also gives attention to the situational conditions of prospective effectiveness; this dissertation analyzes situational conditions of prospective effectiveness from the enterprise senior management features and enterprise features, and further perfects the prospective strategic connotation and the using situation.Under the guidance of research purposes, combined with the theory and the principal-agent theory, innovation and high order theory and other related theories, on the basis of previous related research, this dissertation puts forward the research hypothesis and theoretical model by logical deduction and empirical evidence support. Later, from the macroscopic and microscopic aspects, this dissertation has carried on the empirical research design, respectively, using the data of listed companies and corporate questionnaire survey data of model test. Finally, this dissertation adopts the way of case analysis from specific enterprise to reveal the prospective strategy’s form and effect in the enterprise. Specifically, this research is divided into three sub studies:Study 1, first of all, explores the effect of prospective strategic effect, process and boundary conditions from the macro level. This research on macro level analyzes the prospective strategic overall level in the software and the internet industry, and explores the prospective strategic effect on enterprise innovation investment and enterprise performance by Shenzhen, Shanghai and gem in China information technology, software and Internet industry of 121 listed companies financial data analysis, while testing the innovation investment intermediary role and CEO achievement motivation, the regulating role in the organization innovation ability in the process. Through macroscopic model building and data analysis, the results show that:(1) the prospective strategy promotes the enterprise performance, and the positive influence has a certain lag; (2) the innovation investment plays an intermediary role the positive relationship between prospective strategy and enterprise performance; prospective strategy will promote enterprise performance through improving enterprise investment in innovation; (3) the CEO’s achievement motivation will adjust the prospective strategic influence on the innovation. When the CEO’s achievement motivation is high, the prospective strategy of innovation investment will be strengthened, but when CEO achievement motivation is weak, prospective strategies for the positive promoting effect will weaken innovation input; (4) organization innovation ability adjusts the positive relationship between the innovation investment and corporate performance. When organization innovation ability is strong, the positive relationship between the innovation investment and business performance can be enhanced; when organizational innovation ability is weak, the positive relationship between the innovation investment and corporate performance will be weakened.Study 2 focused on prospective strategies’impact on enterprise internal process, adopts the hierarchical way of study reveals a prospective strategic influence on enterprise internal team and individual effect. Based on 53 enterprises 109 departments and 467 employees, through matching and cross layer data research method, this dissertation tested the effect of prospective strategy in the enterprise internal process and effect, at the same time analyzed the prospective strategic impact on team and individual effect. Through the three levels of hierarchical analysis, the results show that: (1) prospective strategy positively promotes team innovation support in enterprise; (2) enterprise prospective strategy positively improves teams’innovation and performance through team performance support; team innovation support mediates the positive impact of prospective strategies for team innovation and performance; (3) enterprise prospective strategy positively promotes the staff’s innovation and performance through team innovation support; team innovation support intermediates the positive impact of prospective strategy on individual innovation and performance.Study 3, based on case study method, further verified the prospective strategic effect and the influence of the process. Through investigation and analysis of the related information of HZKJ Technology Company, The specific content of this study further explored and analyzed of prospective strategic process and influence. Through the analysis of real business situations prospective strategic, it can better show the connotation of the prospective strategic and prospective strategic effect and the influence of the process. From the seven information channels for HZKJ Technology Company information and analysis, The main findings of the case study are the following:(1) a prospective strategy on the enterprise level not only promoted the sustained growth of enterprise performance but also increased employee satisfaction, performance and innovation in the enterprise internal employee level; (2) prospective strategy can achieve strategic goals through the two main behavior of business focus and innovation investment to; (3) the executive team forward related characteristics (including the achievement motivation and innovation consciousness, etc.) will strengthen the implementation of the strategy of enterprise prospective process, making the implementation of the strategy of prospective more smoothly; (4) the technical features of the enterprise and the power strengthen the innovation investment to the enterprise product development or market development, and ultimately the influence of corporate performance. In general, case research conclusion and the proposed theoretical model has high consistency, in this dissertation, the theoretical model has been further validated.This dissertation has a certain theoretical contributions:first of all, based on the type of strategy theory and related theory, this dissertation builds the theoretical model of the prospective strategic effectiveness, and prospective strategy is verified through empirical research on enterprise performance, the team performance and individual performance. This study enriches the theory of strategy types, and the effectiveness of the breakthrough from the perspective of a single strategy type, thus the comparative study of strategy type provides further supplement; secondly, this study reveals the influence of prospective strategic mechanism. This study also from the macroscopic and microscopic two aspects has carried on the research, and found the prospective strategies at the macro level through the innovation into influence enterprise performance, and in the micro level by team innovation support team and individual performance to further enrich the mediation mechanism of prospective strategic research; finally, this research also explored the boundary conditions in the process of prospective strategic implications. Previous scholars paid less attention to prospective strategic considering the boundary of the prospective strategic adjustment. In this dissertation, the research conclusion further supplements the prospective strategy of boundary conditions. Overall, prospective strategy is a specific type in the theory of strategy types. Prospective strategy research can help us better understand strategic types and strategic theory. In this dissertation, the research conclusion will promote the theoretical study of strategy type and other types of strategic type theory scholars such as reactive strategy for research.The conclusion of this study has certain enlightenment and guidance to management practice. First of all, this dissertation explores information and software industry enterprise strategic choice and the corresponding performance, thus the research conclusion of this dissertation provides relatively comprehensive information for analyzing the information, software, and the internet industry in our country’s overall development, and provides guidance information for enterprise’s self-image in these industries. Secondly, this dissertation’s research conclusion provides guidance for information, software, the internet rapid development, and other industry enterprise strategic choice. This dissertation’s research conclusion points out that the enterprise in the information, software, and the Internet industry can adopt prospective strategic choice to establish the market competitive advantage. At the same time, this dissertation’s research conclusion is also applicable to other industries rapid development, such as internet, mobile, Internet of things, big data and cloud computing, etc. And, this dissertation’s research conclusion provides guidance for information, software, and internet industry rapid development or other prospective strategic implementation. This dissertation found that in the influence process of the prospective strategic, despite the innovation investment can bring enterprise performance, but for the inside of the innovation investment and support can improve the enterprise internal team and individual performance and innovation, thus when implementing prospective strategy, enterprises has better use more internal innovation support. Finally, the conclusion of this thesis provides the basis for government and associates. Presently, our country is actively guiding public entrepreneurship and innovation. At the same time, software, information and internet industry are encouraged. The study of this thesis can also provide the basis for policy formulation, building of the boot fund, entrepreneurship, incubator construction and talent introduction. It has positive practical significance for building of innovation system, strengthening the support of entrepreneurship, cultivation of new type of industry, and new impetus to economic development as well.