Cutting-edge Edge Of The Enterprise Competitive Advantage In Consumer Electronics

With the rapid development of information technology, the competing environmentof enterprises has changed a lot. The unpredictable continuous changes becomes a newtheme of the market. Under this kind of situation, it is difficult for a company to forecastthe future and the traditional theory of strategy is under big challenge. The theory ofcompeting on the edge, which is based on dynamic competition, gives companies room forthought and a direction of strategy in this new environment. For companies, the continuoustransformation capabilities will be supported by dimensions such as the chaos-edge,time-edge and random, which consist of the theory of competing on the edge.Microsoft, Apple and Logitech are three new type companies in ConsumerElectronics industry. Based on the analysis of the companies, we find that success of acompany depends on how to keep a flexible enough organization, how to innovate on thebasis of past experiences and to act randomly and continually. These analyses are helped togive some advice to new type companies of consumer electronics industry in China. TheChinese companies should obtain the edge advantages by restructuring organizations,revitalizing corporate culture, initiating new human resource concepts, etc.. The mainfeatures of competing strategically on the edge derive from abandoning the homogeneitycompetition, innovating without shortening the product period, and getting allianceadvantages.There are five parts in this paper.The first part gives a brief introduction of the theory of competing on the edge. Thesecond part brings forward the concept of new type companies in consumer electronicsindustry. The third part generalizes the successful experiences from Microsoft, Apple andLogitech with respect to how to obtain the edge advantage. And in the last part, the authorexpounds some advices for Chinese companies regarding how to obtain edge advantagesand how to implement the edge competitive strategies.