Study On Influence Of Environmental Uncertainty On Enterprise Strategy Choices

Along with stepped-up economic globalization, technology innovation, policy change and diversified consumer preference, more and more enterprises find it hard to perceive the external environment and make reasonable strategy choices. According to current severe situation, this study brings up a critical question: how does environmental uncertainty influence the strategy choices of enterprises?Currently, environmental uncertainty has been mainly applied as moderating variable or mediating variable in researches about strategy choice. Therefore, based on existing researches, this study tried to analyze the driving effect of environmental uncertainty on enterprise strategy choices by choosing dynamism and hostility as two dimensionalities of environmental uncertainty, as well as the strategy choice model of Miles & Snow. In addition, in order to choose and launch strategies properly, enterprises must perceive and acknowledge the environment, so this study also pulls in organizational learning capability as moderating variable. According to above research logic, this study launched a questionnaire survey among 200 senior managers in various enterprises.The empirical test result shows that, environmental uncertainty does have driving effect on most strategy choices. Meanwhile, the interaction between environmental uncertainty and organizational learning capability also has appreciable impact on part of strategy choices.