国外营销论文91Dollinger_1990_AMR.pdf

Vol. 15,No. 2, 266-285. ? Academy of Management Review, 1990, The Evolution of Collective Strategies in Fragmented Industries MARCJ. DOLLINGER Indiana University This article revises and expands the theory of collective strategy to include firms in fragmented industries. Collective strategy in frag- mented industries may be less visible, but it is no less extensive than in concentrated industries because repetitive patterns of pairwise interorganizational activity can aggregate into emergent collective strategy. This implies that collective activity is a ubiquitous strategy, permeating all types of organizations in fragmented industries. The article offers a process model and a mechanism for aggregating pairwise activity into collective activity based on an extension of the prisoners dilemma game. A curvilinear relationship between envi- ronmental factors and cooperative behavior is proposed. Proposi- tions suggest that the effects of cooperation on performance shift from the firm level to the population level as colonization is com- pleted. Even though collective strategies have been been mainly ignored, with the exception of recognized as strategic options for firms in con- agglomeration economics