| At present,industrial reform and new scientific and technological revolution are evolving in depth.Disruptive technology,revolutionary knowledge and disruptive innovation are emerging in the breeding process,and market competition is becoming increasingly fierce.How to break the double bottleneck of resources and market in the fierce competitive environment is the core of enterprise survival and development.The construction of sustainable competitive advantage not only improves the difficulty of competitors’ business model and strategy formulation,but also lays a solid material resource foundation for enterprises to develop new opportunities and open up new markets,and can stabilize the favorable market competitive position of enterprises in a long period of time.Therefore,any enterprise should attach importance to the shaping of sustainable competitive advantage,including time-honored enterprises,As a brand inherited from generation to generation by the Chinese nation,time-honored brands once enjoyed great reputation at home and abroad,carrying immeasurable spiritual wealth and cultural connotation.However,due to the market economy,technological changes and the closed management mode of time-honored brands,many time-honored brands familiar to the public have disappeared,and their unique competitive advantages no longer exist.Therefore,it is an urgent scientific problem to comprehensively explore and excavate the potential elements to enhance the sustainable competitive advantage of time-honored brands,so as to promote time-honored brands to go to the next century’s glory.The relevant research and practice of time-honored enterprises have shown that time-honored enterprises have the unique advantage resource of brand inheritance.After history refining and testing,time-honored enterprises are easily recognized by the market and can form a competitive advantage that other competitors cannot match.However,if you want to fully tap the heritage elements of time-honored brands and use them to build a sustainable competitive advantage,you need to base on the trend of the times and deeply and systematically explore the mechanism.Therefore,by comprehensively applying the resource-based theory,brand dualism theory and dynamic capability theory,and based on the perspective of resource dualism capability integration,this study aims to explore the core issue of "whether and how the heritage of time-honored brands can affect their sustainable competitive advantage",and specifically through three progressive sub studies: sub study I,through the consideration of time-honored brands’ business reality and relevant literature review,Explore the mechanism to enhance the sustainable competitive advantage of time-honored enterprises;In the second sub study,on the basis of the first sub study,the model of the impact mechanism of time-honored brands’ brand inheritance on their sustainable competitive advantage was constructed from the perspectives of time-honored brands themselves and the technological environment,and seventeen hypotheses were put forward,and the hypotheses were empirically tested using structural equation model and hierarchical linear regression;The third sub study explored which combination of driving factors(configuration configuration)can maximize the promotion of time-honored enterprises’ sustainable competitive advantage through fuzzy set qualitative comparative analysis,which is a further deepening and sublimation of the second sub study.The main conclusions of the study are as follows:(1)In the model study of the impact mechanism of time-honored brand inheritance on its sustainable competitive advantage,it is found that time-honored brand inheritance and its five dimensions have a positive impact on sustainable competitive advantage;Digital transformation has significant intermediary effect between time-honored brand product inheritance,historical inheritance,geographical inheritance and sustainable competitive advantage,and plays a part of intermediary role,while the intermediary effect between time-honored brand business road inheritance,spiritual inheritance and sustainable competitive advantage is not significant;The moderating role of learning orientation between the digital transformation of time-honored brands and sustainable competitive advantage is established.(2)By using the fuzzy set qualitative comparative analysis method,five configurations to enhance the sustainable competitive advantage of time-honored brands are identified,which are: First,the historical responsibility driven by the three forces of craftsmanship quality,morality and geographical dependence;Second,the type of spiritual guidance and promotion under the dual coupling of business road promotion and historical context;Third,under the linkage of historical continuity,regional culture and digital empowerment,spiritual guidance and assistance;Fourth,the dual track of justice and benefit business agreement and learning guidance is promoted by regional inheritance;Fifth,under the triple leading logic of technological imprint,benevolence,righteousness and virtue,and new digital kinetic energy,historical inheritance and learning orientation enable.It also discusses the strategies to enhance the sustainable competitive advantage of time-honored brands under these five different configurations.In addition,the cause of high sustainable competitive advantage is not the result of non high sustainable competitive advantage.Time honored brands should analyze specific problems,summarize the main reasons for non high sustainable competitive advantage,avoid the main obstacles and grasp the key driving factors in the process of promoting the sustainable competitive advantage of time honored brands.The research conclusion has important theoretical reference and practical guiding significance for revealing the internal logic of time-honored brands’ sustainable competitive advantage and its promotion mechanism,so as to effectively promote time-honored brands to realize their vision of lasting prosperity. |
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