Edge Competitive Strategy Under The Rapidly Changing Market Environments

With the rapid changes of the market environments driven by the information technology, traditional strategy and innovative strategy is not adaptive to enterprises' development. Shona L.Browns and Kathleen M.Eisenhardt propose that we should abandon the traditional and standard strategy and adapt a kind of new strategy--edge competitive strategy.The edge competitive strategy is a nonlinear strategy mode under rapidly changeable environments, which integrates enterprise's competitive advantages in order to form an adaptive ability that exerts enterprises' system creativeness. This strategy core is to build up a series of competitive advantages by utilizing innovative dynamics. It tries to grasp edge state in chaos and to make enterprise maintain subtle balance between order and chaos. Furthermore, time edge balance can help mangers avoid simple and null market response, set competitive pacing and force competitors to follow their strategy direction and to control competitive complexion under rapidly changeable environments. Finally the managers can decide their own destiny.This thesis begins with the analysis of the defects and limitation of traditional strategy under rapidly changeable environment, and then expounds the edge competitive strategy and its main thought Moreover, the thesis creatively puts forward that enterprises should constantly innovate and create themselves in the three ways, organizational structure, shifts of organization life cycle and organizational behavior, to deal with uncertainty under highly changing market and achieve their strategic goal. Firstly, it analyzes organization order and chaos, proposing that organization form the structure according to effective strategy and keep chaos edge balance when innovation takes place; Secondly, it researches and summarizes the problems the enterprises face when the organization life cycle shifts; lastly, it discusses how to exploit organizational intelligence by researching organizational behaviors, and mainlyintroduces a rhythm, which is a kind of analogous life, to guide organizational behaviors. Theauthor put forward dynamic competitive strategy theory--edge competitive strategy bycombining the above three ways.Therefore, with the newest management theory and management practice, the thesis discusses five ways to apply edge competitive strategy.