文献类型：期刊文献

中文题名：战略创业视角的老字号企业持续成长路径——基于恒源祥的探索性案例分析

英文题名：The Sustainable Development Path of the Old Brand Enterprises from Strategy Entrepreneurship Perspective——Case Analysis based on Fazeya Enterprises

作者：杨桂菊[1]

机构：[1]华东理工大学商学院,上海200237

年份：2013

卷号：39

期号：5

起止页码：52

中文期刊名：经济管理

外文期刊名：Business and Management Journal ( BMJ )

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2011】；社科基金资助期刊;CSSCI:【CSSCI2012_2013】；

基金：国家社会科学基金项目"本土代工企业自创国际品牌:路径依赖与能力突破研究"(11BGL010);中央高校基本科研业务费专项基金资助项目"战略创业视角的中华老字号企业现状调查与成长机制研究"(WN1222002)

语种：中文

中文关键词：战略创业;老字号企业;持续成长;案例研究;恒源祥

外文关键词：strategy entrepreneurship ; old brand enterprises ; sustainable development ; case analysis ; Fazeya

摘要：老字号品牌成长与新品牌营销不同,更重要的是体现在对传统继承上的创新。现有战略创业理论强调企业发挥战略优势基础上的创业与创新,但总体上以发达国家技术先进企业为研究对象,对中国老字号企业的具体战略创业行为及其实现过程解释不足。为了构建本土老字号企业的战略创业分析框架,本文对恒源祥的品牌成长路径进行了探索性研究。结果显示,老字号企业的战略创业行为以"争做第一"、"变革治理结构"、"构建外部网络关系"、"建立内部学习型组织"、"树立国际化形象"为主,并借此推动企业的品牌创新和文化创新,从而突破发展瓶颈,最终实现老字号企业的长期可持续发展。
Different from the marketing of new brand, the old established brands＇ development puts more em- phasis on the innovation basing on traditional inheritance. The existing strategic entreprenenrship theory stresses the entrepreneurship and innovation basing on the strategic advantage, but it neither explains that different enterprises could implement what kind of strategic entrepreneurship to achieve continued growth, nor answer the strategic entre- preneurial behavior differences between the advanced technology enterprises of the developed countries and the old established brands of the developing countries. To establish the strategic entrepreneurship analytical framework of these local old established brands, this study took an exploratory case study method. Taking Fazeya as an object of study, the author conducted semi - structured interviews in this enterprise, and then made deep analysis of its sustainable growth path, internal driving force, and the specific strategic entrepreneurial behavior. Empirical study found that, unlike advanced technology enterprises in the developed countries, the old estab- lished brands, on the basis of the existing brand advantage, it was more prone to appear path dependence and brand inerting phenomenon. So the old established brands should value technical innovation and new product R ＆ D, at the same time, put more emphasis on the spirit of ＂To be No. 1 ＂. Only by constantly vying for the first, can the old established brands constantly strengthen the brand influence in the eyes of consumers, eliminate the brand inerting, and further promote its sustainable development. Moreover, the strategic entrepreneurial behavior of advanced technology enterprises in developed countries fo- cused on the management of the senior manager team, or an innovative leadership. Although these are equally impor- tant to the local old established brands, the local old established brands should change the governance structure first for the unclear historical issues of property right. Only be clear with the property right relations, can the enterprise＇s senior management team have independent power and internal driving forces to promote enterprise brand innovation and culture innovation. The study also found that, different from the advanced technology enterprises＇ strategic entrepreneurial behav- iors emphasized strategic alliances and international development, old established brands stress on construction of external network relations, which can make it easy to seek the innovation opportunities on the market, and get more knowledge and information. At the same time, in the context of existing resources and capabilities, the local old es- tablished brands should firstly take active actions to establish the international image, enhance brand influence, and then accumulate knowledge and experiences of entering the international market, to lay the foundation for its interna- tionalization strategy. In brief, the exploratory research result of the Fazeya shows that, ＂To be No. 1＂,＂ Changing governance struc- tures＂, ＂Establishing outside network＂, ＂Establishing internal learning organization＂, and ＂Set up the international image＂, are the bases of local old established brands to achieve sustainable development. The management implica- tion of this article is that, the old established brands＇ can implement the brand innovation and culture innovation through strengthening innovation consciousness, and implementing the innovation conception. The entrepreneur＇ s strong consciousness of innovation is the key element of old established brands＇ sustainable development, which can put the innovation ideas into all areas of the business of the enterprise, and be able to integrate resources to imple- ment strategic entrepreneurial behaviors.