advantages of research in creating corporate strategy

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1、MartinFirdausSiringoringoAdvantagesofResearchinCreatingCorporateStrategyCorporatestrategyhasbeenaninterestingtopicsincetheveryearlydaysofthestrategicplanningfield.AccordingtoAndrews(1971),corporatestrategyas‘thepatternofdecisionsthatdeterminedacompany’sgoals,producedtheprinciplepoliciesforac

2、hievingthesegoals,anddefinedtherangeofbusinessesthecompanywastopursue’.Porter(1987)saidthatcorporatestrategyas‘whatmakesthecorporatewholeadduptomorethanitsbusinessparts’.Althoughsomeanomalyonhowbigthecorporateimpactontheperformanceofmultifirms(Schmalensee,1985;Rumelt,1991;BrushandBromiley,19

3、97;ChangandSingh,2000;Hawawinietal.,2003),theimpactofcorporate-leveldecisionsontheoverallstrategyofamultibusinessfirmhasbeenwidelyreportedinthestrategyliterature(Porter,1987;Gooldetal.,1995;CollisandMontgomery,1998;BowmanandHelfat,2001;RuefliandWiggins,2003).Onemajorfocusofcorporatestrategys

4、cholarshasbeenidentifyingbroadpatternsfollowedbymultifirmsintheiropportunitytoimprove‘corporateadvantage’.HerePorter(1987)identifiedandexaminedgenericcorporatestrategiesfollowedbymultifirms.GooldandCampbell(1987)characterizedcorporatestrategiesbasedtothepathsfollowedbyfirmswhenmanagingjurisd

5、ictionoverdecisionsbetweenthecorporatelevelandbusinessunitsandthewaytheypracticestrategiccontrolwhenapplyingtheirstrategies.PrahaladandHamel(1990)andCollisandMontgomery(1998)sawcorporatestrategyfromtheviewoftheresource-basedsideofthecompanyandassumedthatsuccessfulcorporationsestablishcorpora

6、teadvantagebyfocusingonbusinessesthatbenefitfromtheportfolioofresourcesandcapabilitiesor‘corecompetences’ownedbythecorporation.Researchincorporatestrategyhasexistedsinceitsearlydaysasapurelycase-basedinvestigation.Today,corporatestrategytheoryrefersnotonlyonideasfrommanystudies,buthasalsoimp

7、roveditsownconceptstobetterdescribeandpredictstrategicbehavior.Methodologically,however,moderncorporatestrategyresearchreliesfirstonobservationalmethodsusinglargedatasets,foundeitherfromprimaryorarchivalsources.Onthemethodologicalside,however,recen