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229
IJCS2013005
2013 2 19 2013 7 19 2013 8 6
2003 2009
230
Ruei-Yuan Chang
This research is trying to explore the firm performance from the strategic fit perspective. Based on the
contents of Industrial Organization School and Resource Based View, this research divides the strategic fit of
a company into external and internal fits, and explores how these fits affect the performance by utilizing the
profile deviation approach. With panel regression technique applied to the electronic enterprises listed in the
Taiwan's Stock Market from 2003 to 2009, the empirical results derived show that the higher the external and
internal fits, the better the performance. However, the empirical results do not show a significant effect on
performance from the interaction term between external and internal fits. This research applies neuro fuzzy
further to explore the possible effect on performance from the interaction term between external and internal
fits. The data set within the interval from 2003 to 2007 is used to construct the knowledge base among
these variables, and the data from 2008 to 2009 is used to verify the model validity derived. The empirical
results show that the knowledge base not only can provide the decision makers the practical implications,
this technique also show the possible effect on performance from the interaction term which is undetected
by the panel regression model. This technique can be a possible solution to problems where there exists a
complicated relationship among the variablesg.
Key Words: Strategic Fit, Industrial Organization, Resource Based View, Neuro Fuzzy.
Chin-Shien Lin, is a Professor in the Department of Business Administration, National Chung Hsing University,
Address: No. 250, Kuo-Kuang Rd., South Dist., Taichung City 40227, Taiwan, Tel: +886-4-22840571 ext. 635, E-mail:
csvincentlin@dragon.nchu.edu.tw The Corresponding Author, Ruei-Yuan Chang, is an Adjunct Assistant Professor in
the Department of Hospitality Management of Ming Dao University, the Department of Computer Science and
Information Management of Hungkuang University, the Department of Finance of Providence University and the
Department of Accounting of Feng Chia University , Address: No. 250, Kuo-Kuang Rd., South Dist., Taichung City
40227, Taiwan, Tel: +886-4-22840571 ext. 635, E-mail: chang610509@gmail.com
2013
231
Venkatraman (1989)
(Moderation) (Mediation)
(Structure-conduct-performance,
deviation) (Covariation)
SCP)
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RBV
(Neuro-
SWOT
fuzzy)
(Andrews, 1971)
IO (Foss, 1996)
RBV IO SWOT
(Foss, 1997)
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( ) (
Venkatraman (1989)
) IO
RBV
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IO RBV
(Miller,
1992)
232
December
Galbraith and
Nathanson (1979)
(Schoonhoven,
1981)
(Mckelvey, 1982)
Venkatraman (1989)
(1979)
(Reductionistic
(Hatten
Perspective)
(Systemic Perspective)
(Rumelt, 1982;
Siggelkow, 2001)
(Multidimentional) (Holistic)
(Gresov, 1989)
(Conner, 1991)
2013
233
Venkatraman and
2003)
Camillus (1984)
RBV
(Miller, 1988)
(Barney, 1991;
Venkatraman and
Camillus (1984)
IO
IO
(Oliver,
1997)
Aragon-
Porter (1991)
(Stewart, 1997)
RBV
IO
1997)
234
December
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RBV
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2 ( )
IF-THEN
IO
2001) RBV
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RBV IO
Foss (1997)
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RBV
SWOT
(Andrews, 1971)
IO Porter
2013
235
(Rumelhart et al.,
1986)
Vellido et
IF-THEN
78
(Kaneko, 1996)
IF-THEN
Kosko (1992)
Zadeh 1965
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al., 2008) (Chen et al., 2009)
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236
December
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Bain (1951)
2013
237
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Porter
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(1988) Porter
collusion Doctrine)
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Spanos et al. (2004)
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1983; Spanos et al., 2004)
Ahmed (2003)
(1)
R = S B DP W I DD T
(1)
R = S = B =
DP = W = I
= DD = T =
(1) (2) (3)
S B = DP + W + I + DD + T + R
(2)
S B DP = W + I + DD + T + R
(3)
(Incumbent Firm)
( 2008)
(3) (4)
S B DP = W + I + T + NI (Net Income)
(4)
(4)
(Chen et al., 2005)
R&D
238
December
(HU) = = +
+ (SC) = (VA)
(HU)
(Resource Profile)
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(Barney, 1991)
(Stewart, 1997)
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Intellectual Coefficient, VAICTM)
VAICTM
(8)
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ROA)
2003) VAICTM
(Value Added
Capital Employed Coefficient, VACA) (5)
1.
2.
3.
STVA) (7)
VACA = VA CE
(5)
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(6)
STVA = SC VA
(7)
VA (Value Added)
(CE) = + =
2003)
2013
External
239
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Internal
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ROA
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15%
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(ROA)
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(1)
(9)
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N
i
si
Xi
(9)
X si = s i X i =
15% i N =
IF-THEN
(Term)
(Linguistic Variable)
15%
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Euclidean 85%
mediumExternalInternalROA
highmedium low
(1)
(Membership Function)
(10)
Dist==
Dist
(X
N
j
sj
Xj
(10)
X sj = s j X j =
1 0 1
(Grade of Membership)
15% j N =
( )
240
1
( )
(Internal)
(ROA)
External
Internal
(External)
December
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{External, Internal} {-2.44, 0.09}
3 4
IF-THEN
high(-2.44) = .00
I n t e r n a l : low( 0 . 0 9 ) = . 0 0 , medium( 0 . 0 9 ) = . 1 9 ,
high(0.09) = .81
ROA is medium
ROA
IF-THEN
IFTHEN
IF-THEN
IF-THEN
2013
241
IFTHEN
F LM Pooling Data
(Fixed Effects)
(Approximate Reasoning)
THEN
IF
1
2
3
( = 1.22,
p < .001)
(Zimmermann, 1987)
(Nauck and
Kruse, 1996)
Kosko (1992)
-19.91 **
-18.15 ***
-18.12 ***
-5.05 ***
-5.30 ***
-5.30 ***
2.64 ***
2.62 ***
2.61 ***
0.20 ***
0.13 ***
0.13 ***
(Stoeva, 1992)
1.20 ***
1.22 ***
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0.32 ***
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0.16
242
December
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3
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3D
THEN
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Internal
DOS
ROA
low
low
low
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low
low
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low
medium
medium
very high
low
high
very high
2013
243
5 3D
4
0.29
0.30
0.19
0.20
6.11
6.08
5.71
5.69
RMSE
4 RMSE 5.69
RMSE 6.08
2009 (Out-sample)
ROA
R )
2
RMSE R
R RMSE
2003 2009
244
December
IO Porter
RBV
IO
Porter (1980)
IO SCP
IO
Hoskisson et al.
(1999)
Venkatraman (1989)
1984) 1
RBV
RBV
(Barney, 1991)
2013
(Miller,
1992)
2006
225-250
2006
121152
2008 TFT-LCD
245
S-C-P
1-29
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