廠商的策略該與競爭者相似，或與競爭者不同？相似或相異都有其道理，與競爭者不同有助於發展競爭優勢以贏得市場競爭；然而與產業同儕相似可取得正當性，免於社會各界的質疑、挑戰與懲罰。策略平衡觀點主張廠商應平衡兩者，保持有點像又有點不像最有助於績效。本論文基於此，進行兩個研究試圖探討廠商該採取相似或相異的策略。研究一以大陸155個製造產業進行實證，結果發現僅有69個(44.5%)產業支持此觀點，進一步分析發現在低度競爭及多個策略群組存在的產業中，中等的相似性未必有好績效。研究二則探討當產業中存在兩群廠商，一群是既有的本地廠商，另一群是新進入市場的外商，對於急需當地社會接受(正當性)的外商而言，應與本地廠商相似，或與其他外商相似，亦或不同於兩群廠商？以大陸製造業外商的實證結果，外商在策略上應與本地廠商相似，並與其他外商維持中等程度的相似性，將最有益於績效。本論文不僅有助於策略平衡觀點知識基礎之鞏固、累積與發展，並提供了此脈理論未來的研究方向。 / Should firms behave differently from or similarly to competitors? Being distinctive helps develop competitive advantages and win competition. Being similar contributes to gaining legitimacy and protecting firms from public suspicions, challenges, and punishments. Strategic balance perspective argues that firms should take a balanced approach and maintain a moderate level of similarity to obtain better performance. Based on this perspective, this dissertation includes two studies to address some problems inhibiting the development of this stream of research. In study 1, we found that 69 of 155 (44.5%) manufacturing industries provide supportive evidence. Further analysis suggested that moderate level of similarity is not beneficial to firm performance in industries with low level of competition or with multiple strategic groups. In the second study, we focused on contexts where consist of two groups of firms, local firms and foreign firms. We examined the influences of positioning strategies for foreign firms who desperately seek local acceptance and found that foreign firms should be strategically similar to local firms and maintain moderate level of similarity to other foreign firms. This dissertation not only has contributions on consolidation, accumulation, and advancement of knowledge base of strategic balance perspective, but also has several implications for future research

國家認同指涉的是涵蓋傳統、語言與政治的整體國家文化，經過學者在各學術領域的討論，此一概念已經變得普遍。既有的研究主要則是對國家認同概念持續建構，以及瞭解個人、團體以及「國家」之間的複雜互動關係。本論文以臺灣為例，嘗試點出歷史與國家認同關係的重要性，並從1895年日本在臺灣開始殖民政策開始，到國民黨在臺灣威權統治期間，再到2000年臺灣的民主轉型之間，瞭解究竟是哪些因素，以及這些因素如何，與何時，對臺灣國家認同的發展產生影響等問題，提供重要的支持點點。其間重要的研究問題也包含究竟國家認同所指為何？以及歷史經驗，諸如日本的殖民統治時期、228事件、白色恐怖、國民當的威權統治，以及2000年之前的民主轉型等，會如影響國家認同的變化？本論文在一開始對認同發展的研究進行一總體式的回顧，接著討論社會、政治與文化認同彼此之間如何互動，以及這些認同如何與前述歷史經驗影響國家認同的發展。在此同時，本文也將評述其他學者對於1895年到2000年之間臺灣民眾國家認同發展的相關研究與論點。 / National Identity, the depiction of a country as a whole, encompassing its culture based on traditions, language and politics. This concept has grown to be common, lectured by scholars from various disciplines. Existing studies have fabricated piece by piece the definition of national identity, to comprehend the complex interaction within individuals, groups and a “Nation”. This paper seeks to provide the importance of the relationship of history on national identity, using the case of Taiwan, also known as the R.O.C (Republic of China). The importance of this research is critical to support how, when, and what variables during the time period of 1895 (Japanese Colonial Period) to 2000 (KMT Authoritarian Rule and Democratic Transition Period) were the main causes for Taiwan’s national identity to evolve. What exactly does national identity refer to? And how do historical experiences such as, the Japanese colonial era, the 2-28 and White Terror period, and KMT’s authoritarian rule and democratic transition before 2000, can systematically cause change? Prior to analyzing Taiwan, we first conduct a general review on the development of identity; the interconnection between the social, political, and cultural identities and how those identities along with historical experiences impact national identity evolution. At that juncture, we will question other scholarly works on the development of people’s national identity from 1895 to 2000 and its impact in Taiwan.