The accelerated process of economic integration, development of information technology, accelerated product life cycle and diversified customer needs have greatly promoted the transformation of enterprise competition mode. The survival and development of enterprises under dynamic competition conditions have gradually become an important issue of common concern to both theoretical and industrial circles. Dynamic competitive behavior is the core component of the dynamic competitive theory. In this paper, the authors review and prospect the research in the field of enterprise dynamic competitive behavior from the aspects of dimension division and measurement, function logic of antecedent and consequence variables, and future research proposals.
Firstly, this paper combs and evaluates the dimensionality and applicability of dynamic competitive behavior from the three perspectives of action order, action level and action content. Dynamic competitive behavior division from the perspective of action order can clearly depict the duality of competitive interaction process. Division from the perspective of action level can objectively evaluate the implementation difficulty of dynamic competitive behavior. The advantage of division from the perspective of action content is that we can examine the difference between decision-making motivation of different forms of dynamic competitive behavior in detail.
Secondly, this paper summarizes the advantages and disadvantages of the different dynamic competitive behavior measurement methods: structural content analysis method, survey interview analysis method and second-hand data measurement method. Structural content analysis method can reflect the duality of competitive interaction process, but the measurement results are vulnerable to the subjective influence of researchers; survey interview analysis method can be cross-industry and describe the characteristics of competitive behavior relatively adequately, but the sample size is limited. Second-hand data measurement method can analyze large samples and panel data, but the accuracy of measurement needs to be improved.
Thirdly, this paper reviews and comments the empirical research on the antecedent and consequence of dynamic competitive behavior. The internal influenced factors of dynamic competitive behavior mainly include the characteristics of organizational structure, the status of organizational resources and the differences of organizational objectives. The external influenced factors of organization mainly include macro-environment and industry environment. The consequences of dynamic competition are basically measured around the enterprise’s economic performance indicators, including the growth of enterprise sales, shareholders’ returns and so on.
Finally, on the basis of analyzing the limitations of the existing research, this paper prospects the future research directions from four aspects: improvement and optimization of measurement methods, new exploration of dynamic competitive behavior decision-making motivation, new thinking of the implementation effect of dynamic competitive behavior, and new assumption of dynamic competitive behavior analysis paradigm.