基于破坏性创新的多元化战略及其协同效应研究

基于破坏性创新的多元化战略可消除新市场中原有竞争者业已建立的顾客忠诚,有效避免企业在新市场中的竞争劣势。通过对传统多元化战略和基于破坏性创新的多元化战略的对比分析可见,两类多元化战略在实现协同效应方面存在较大差别。传统多元化战略的协同效应受新旧市场规模比例的影响,当多元化战略所进入的新市场规模相对于企业原有市场规模较大时,该多元化战略的协同效应较为明显。而基于破坏性创新的多元化战略则与新旧市场规模及产业相似性无关,均能取得显著的协同效应。

A Probe into Diversification Strategy and Synergistic Effect Based on Disruptive Innovation

The diversification strategy based on disruptive innovation can eliminate the customer loyalty established by the existing competitors and avoid the competitive disadvantage effectively in the new market.By the comparative analysis between the traditional diversification strategy and the diversification strategy based on disruptive innovation,this paper elaborates the differences between the two strategies to achieve synergistic effect.The synergistic effect of traditional diversification strategy is affected by the proportion between the old and the new market scale.When the size of new market with the application of the diversification strategy is bigger than the original market scale,the diversification strategy of the coordination effect is obvious.But the diversification strategy based on disruptive innovation can achieve significant synergies,which has nothing to do with the market scale or industrial relevance.