CONSTRUCTING COMPETITIVE ADVANTAGE: THE ROLE OF FIRM-CONSTITUENT INTERACTIONS

摘要

Current models of competitive advantage emphasize economic facotrs as explanations for a firm's success but ignore sociocognitive factors. This paper integrates economic and cognitive perspective, and shows how firms and constituents jointly construct the environments in which firms compete. We argue that competitve advantage is a systemic outcome that develops as firms and constituents participate in six processes that entail, not only use and exchange of resources, but also communication about and itnerpretations of those exchanges. The interpretations that firms and cosntituents made of competitive interactions affect decisions about how to exchange and use resoruces.