| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 97 === Proceeding from the research and the understanding about the regulative, normative, and cognitive aspects of the institutional environment, this paper investigates ways for nutritious lunch companies to increase organization performance through various market positioning strategies. This research is based on the study proposed by Scott in 2001 about the institutional theory. This paper concludes that the reasons for nutritious lunch companies to become isomorphic are extremely complicated, and therefore cannot be explained by approaching from a single perspective. Furthermore, my findings show that companies under similar operational conditions will react in similar ways when faced with difficulties and challenges; thus shaping a structural and operational isomorphic phenomenal. However, the outcome of the isomorphic effect may vary if the specific criteria are hard to assess or evaluate. In one of our case studies, the management of company X, when facing a complicated institutional environment, was able to react with a “service oriented strategy” that no other nutritious lunch company in the Taichung city could duplicate or exceed; it enabled them to achieve great competitive advantages in their customer satisfaction, loyalty, and market share. It is a great business model for other companies that are in the same trade to study. Overall, this research expands upon scholars’ past experience about isomorphism under the institutional theory, provides strategic solutions on how nutritious companies can bypass institutional isomorphism, and helps them increase organization performance.
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