Proceedings of the 2020 6th International Conference on Social Science and Higher Education (ICSSHE 2020)

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The Contingency Relationship between Strategic Orientation and Competitive Advantage: The Influence of Environment Uncertainty

Authors
Xiaoyan Quan, Lijuan Xu
Corresponding Author
Xiaoyan Quan
Available Online 16 December 2020.
DOI
10.2991/assehr.k.201214.161How to use a DOI?
Keywords
Strategic orientation, Positioning theory, Resource-based view theory, Environment uncertainty, Competitive advantages
Abstract

Positioning theory and resource-based theory are both influential in strategic management. However, the two theories hold opposite views on “resources of competitive advantage” and put forward opposite strategic orientation suggestions. This paper argues that the two theories should be viewed from contingency perspective, which means that the two theories are of paramount importance for firm under different strategic conditions. The paper introduces a contingency variable, environment uncertainty, to the model of strategic orientation and competitive advantage. Data are collected through questionnaire survey, and moderated regression analysis is used to test the effect of environment uncertainty on the relationship between strategic orientation and competitive advantage. The research results indicate that under an environment with high uncertainty, enterprises that follow the resource-based view for strategic construction will get better performance and competitive advantage. The paper provides a new angle to evaluate the contributions of the two theories.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2020 6th International Conference on Social Science and Higher Education (ICSSHE 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
16 December 2020
ISBN
10.2991/assehr.k.201214.161
ISSN
2352-5398
DOI
10.2991/assehr.k.201214.161How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Xiaoyan Quan
AU  - Lijuan Xu
PY  - 2020
DA  - 2020/12/16
TI  - The Contingency Relationship between Strategic Orientation and Competitive Advantage: The Influence of Environment Uncertainty
BT  - Proceedings of the 2020 6th International Conference on Social Science and Higher Education (ICSSHE 2020)
PB  - Atlantis Press
SP  - 844
EP  - 848
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201214.161
DO  - 10.2991/assehr.k.201214.161
ID  - Quan2020
ER  -