The Study On The Enterprise Competitive Advantage Based On The Ethical Angle

The source and the building of enterprise competitive advantage have been the center of strategy management. Especially with the economic globalization developing faster, the market economy improves gradually and the competition of business is becoming stern increasingly. In order to exist and develop, the enterprise must cultivate its own competitive advantage. Competitive advantage is a kind of state that in certain period enterprise does better than his rival when it provides certain valuable productions and service for customers in the competitive market, creating market predominant power to obtain excessive profits. As for an enterprise, it has temporary competitive advantage or persistent competitive advantage. So long as it establishes the persistent competitive advantage, it can keep on winning in the competition.Since the 1960s, the enterprise competitive advantage has been studied and summarized by many scholars. A lot of theories appear, such as the industrial structure school, the resource theory school, the core competence theory, etc. Among them the most representative and influential standpoint is the core competence theory. Many scholars all agree that the core competence is the source of the enterprise competitive advantage. But these theories were put forward from the power, ability, resources, system aspects of the enterprises, but they do not look for the core competence from enterprise factors deeply. When people witness the rule pressure from globalization and stern credit competition, when people feel that a enterprise takes great moral responsibility in the business era and when people are aware of the importance of ethical environment for the enterprise's persistent development, we can affirm that the basic method is to cultivate the core of enterprise competitive power, business ethics. According to the investigation of the American RAND Corporation , scandals about the world famous companies such as Enron,Andersen,the World Communication Company are always being heard. The basic cause of their collapse is the collapse of their responsibility, the vanishing of their business ethics. As a result, greed and cheat are popular and honesty disppears. At present, many companies do not form critical factors of their own core competence, so they are not real longevity companies. Therefore, to realize the enterprise persistent development and increase the enterprise's competitive power, we must train competitive skills and at the same time study the way of enterprise competition, the cultivating of business ethics.The thesis is from the ethical angle and absorbs the fruit of management and economics,...