Research Retail Strategic Change Corporate Entrepreneurial Orientation Perspective

Corporate entrepreneurial orientation is one branch of the theory of corporateentrepreneurship. Corporate entrepreneurial orientation is to describe an entrepreneurialcompany and its key features of the process of corporate entrepreneurship. It specificallyincludes five dimensions, namely innovativeness, risk-taking, autonomy, proactivenessand competitive aggressiveness. The research on corporate strategy change can betraced back Chandler published the book of “Strategy and Structure” in1962. He pointedthat changes in the strategic should be consistent with the changes in the environmentsuch as technical, economic infrastructure, demographic changes. This article will besummarized into three types of strategic change, which are process changes, businesschanges and overall transformation. The author will try to combine the corporateentrepreneurial orientation with the strategy change model to make certain explorationon the aimed business case.In this paper, the author will analyze Beijing Caishikou Department Store Co., Ltd. byusing grounded theory and in the perspective of corporate entrepreneurial orientation tofind out the secrets of successful transition in the department store of retail business.This study found that entrepreneurial orientation perspective to analyze Caibai, corporateactions and performance in the first-mover innovative aspects in particular. In additionto business innovation, first mobility in the enterprise has always been thedominant behavior, but also includes the following three：(1) In the beginning of the transition, namely exploration period, corporate reforminitiatives should include human resources strategy, business model characteristics tooptimize the supply channel, the introduction of advanced management systems,specialty marketing strategy, product development strategy, as well as a leader inshaping the values of the relevant government policy response execution. Among them,a leader in product development and in this regard the action as the values of passion,innovation, autonomy, love and so on to more. risk-taking at this stage of action,autonomy is higher.(2) In the mid-transition, that the formation of enterprise reform initiatives shouldinclude the updated system, innovative supply channels, innovative products and servicesand make dishes hundred people, including leaders and staff of values of unity. Amongthem, the business innovation in products and services and unified action values will be greater. At this stage, compared with the initial risk-taking and autonomy are reduced，competition has increased compared with the initial aggressive.(3) In the latter part of the transition, that is perfect period, enterprise reformactions should include institutional innovation, talent system updates, product andservice innovation and corporate values heritage. Among them, the companies onproduct and service innovation and enterprise behavior heritage values more. At thisstage, corporate adventure, autonomy lowest competitive aggressiveness greatlyenhanced.From the perspective of corporate entrepreneurship in five dimensions to researchretail business model, such research is still rare in the literature, with some theoreticalexploration significance. In the course of the study paper, the author’s understanding ofstrategic change his pattern were clear definition, a total of future researchers can learnfrom. Department store industry face growing challenges, the authors conclude Caibaisuccessful business transformation experience and mode of guiding significance for ourretail business transformation, innovation and sustainable development.Meanwhile, in the course of writing this article, there are some limitations. First, themethod used in this paper is a single case study, the findings may have some limitations.Secondly, in the encoding process step by step, level coding largely influenced by theknowledge of their own culture, so different people may encode affect the results. Finally,the object of this study-Caibai, is not a listed company, so the collection of informationis limited only by the internal materials, mainly outside of news reports, the relevant textrecords data collection, but like Caibai Deputy General Manager of Guan Qiang said,there are a lot of things behind the "story", as this "story" can let the outside world know,this study may have an impact.