Strategic flexibility in product competition
从资源基础与战略灵活性视角研究动态产品市场竞争，提出产品竞争中的战略灵活性概念，分析CADD/CIM系统和模块化设计等技术如何提升资源与协调灵活性，改变竞争环境并催生新策略与组织形式。
This paper investigates competition in dynamic product markets from combined resource base and strategic flexibility perspectives. A concept of strategic flexibility in product competition is developed in which flexibility depends jointly on (1) the resource flexibility of the product creation resources avaialble to a firm and (2) the coordination flexibility of the firm in using its available resources in product markets. Two recent technological innovations affecting product creation processes—CADD/CIM systems and modular product design—are argued to have greatly increased the potential flexibilities of key product creation resources. Managerial innovations in the use of these technologies have also led to important new coordination flexibilities. The combination of recently achievable resource and coordination flexibilities is argued to have transformed the competitive environments of many product markets, leading to new kinds of product strategies, new organizational forms, and a new dominant logic for competing in dynamic product markets.