本研究基於制度化理論(institutional theory)的模仿同形(mimetic isomorphism)來討論企業如何追求競爭優勢。制度化理論指出，企業在環境不確定性(uncertainty)之下會模仿其它成功性企業的做法，藉此獲得正當性(legitimacy)之下的資源來增加企業生存的機率。制度化理論認為企業彼此之間互相模仿策略行為，將會讓企業之間產生同質化(homogeneity)，而這也是企業經營者在面臨一致性的壓力之下所形成的認知觀點(cognitive perspective)。不過，另外一方面，企業的商業活動是要來獲取競爭優勢，所以企業經營者在面臨差異性的壓力之下，亦會構築具有異質性(heterogeneity)企業資源的認知觀點。本研究透過台灣螺絲扣件產業中企業間模仿同形的個案研究，進一步發現企業經營者對於一致性與差異性亦是具有互補性邏輯(complementary logic)的認知觀點，而這樣的認知觀點可能會在做中學(learning by doing)或者經驗積累(experience accumulation)中逐漸形成。過去研究認為制度化理論必須加上資源基礎理論(resource-based view)才能有效說明企業競爭優勢，而本研究則是補足這些研究中關於企業經營者的認知觀點之討論。我們提出企業經營者擁有一致性與差異性的互補性邏輯之認知觀點，將有助於進一步瞭解制度化資本的重組與調整如何影響構築出異質性的資源資本(同中求異)，以及不同的資源資本又是如何形成新慣例等制度化資本(異中求同)。本研究建議台灣政府今後在制定產業政策的時候，可以思考如何創造出讓中小型企業學習的策略群組(strategic groups)，藉此來引導出同中求異、異中求同的模仿同形機制來促使提升產業競爭力。

This study is based on the institutional theory of mimetic isomorphism to discuss how firms pursue competitive advantage. According to institutional theory, firms imitate the practices of other successful firms in an environmental uncertainty to acquire resources under legitimacy and increase their chances of survival. Institutional theory suggests that firms imitate each other's strategic behaviors, which will lead to homogeneity among firms, and this is also the cognitive perspective formed by firms’ managers under the pressure of the conformity. On the other hand, firms’ business activities are to obtain competitive advantage, so managers under the pressure of the differentiation will generate a cognitive perspective with heterogeneity of firms’ resources. Through the case study of mimetic isomorphism in Taiwan screw fastener industry, this study finds that managers have a complementary logic cognitive perspective of conformity and differentiation, and such a cognitive perspective may be gradually formed through learning by doing or experience accumulation. This study complements the discussion of managers’ cognitive perspectives in past studies that suggest that institutional theory must be coupled with resource-based view to explain firms’ competitive advantage. We propose a complementary logic of conformity and differentiation among firms’ managers, which will help to further understand how the recombination and adjustment of institutionalized capital influence the creation of heterogeneous resource capital and how different resource capital forms institutionalized capital, such as new routines. This study suggests that Taiwan government’s policy can consider how to create strategic groups for small and medium-sized firms to learn, to induce a mimetic isomorphism of “seeking differentiation from conformity” and “seeking conformity from differentiation” in pursuit of industrial competitiveness.

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