Co-competition, learning, and business strategy for new service development

ABSTRACT

Co-competition and business strategy determine tourism organizations’ survival and growth. The current study highlights the following recent findings for the travel agency industry: (a) a co-competition strategy may enhance new service development (NSD) through organizational learning and business strategy; (b) entrepreneurial intention provides the impetus for organizational learning and business strategy improvement; and (c) entrepreneurial intention also strengthens the relationship between business strategy and new service development. This study used 345 surveys from different categories of travel agencies as samples to analyze hypothesis models from Taiwan. The results confirm that travel agencies’ competitive advantages are realized either when a firm maintains good relationships with competitors and adopts a learning orientation or when it deploys the appropriate business competitive strategy and entrepreneurial intention to enable it to offer new services to customers relative to competi­tors.

摘要

竞合和商业战略决定着旅游业的存亡和发展。本文强调了以下三点对于旅行社产业的最新研究结果: (a) 竞合战略可能会通过企业间的相互学习和商业战略来提高新型服务的发展；(b) 创业意向推动企业之间相互学习和商业战略的完善； (c) 创业意向还可以增强商业战略和新型服务发展之间的关系。本文对345家各种类型的旅行社进行实地调研，使用搜集的数据对台湾的假设模型进行分析。分析结果证实，旅行社既可以通过和竞争对手保持良好的关系ˎ以相互学习为导向来获取市场中的竞争优势，也可以通过实施适宜的商业竞争战略和创业意向，优于竞争对手，为消费者提供新型的服务来获取市场中的竞争优势。

KEYWORDS:

• Co-competition
• organizational learning
• business strategy
• new service development (NSD)
• entrepreneurial intention

关键词:

• 竞合
• 企业间的相互学习
• 商业战略
• 新型服务发展 (NSD)
• 创业意向

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

The authors would like to thank anonymous reviewers for useful suggestions and the Ministry of Science and Technology (ROC) for financial support (Grant number: MOST 106-2511-S-130-003 -MY3).