国际营销动态能力的制度驱动机制研究——基于四川长虹国际化进程的案例分析

Research on Institutional Driving Mechanism of International Marketing Dynamic Capabilities:A Case Study Based on the Internationalization Process of Sichuan Changhong

随着国际市场动荡性的不断增强,国际化企业如何在持续变化的外部环境下获取和维持竞争优势成为战略营销研究的关注焦点;国际营销动态能力概念为企业应对激烈国际市场竞争提供了新的指导工具。本研究基于制度理论的视角,从管制、规范和文化认知三大系统中识别出若干制度因素;通过对四川长虹国际化进程的案例分析,考察了企业在不同国际化阶段驱动国际营销动态能力的关键因素及实现机制;最后对研究所提供的理论和实践启示进行讨论。

With the volatility of the international market continuing to strengthen, how interna- tional corporations could access and obtain a competitive advantage under a continuous changing environment has become an important research topic of the strategic marketing theory. The de- velopment of the concept of international marketing dynamic capabilities （IMDCs） provides a new tool for corporations to respond to the intense competition in the international market. From the perspective of institutional theory, this research identifies several institutional factors basing on the regulative, normative and cultural-cognitive systems, and examines the critical factors and working mechanism of institutional factors driving on the IMDCs in the corporation＇ s different in- ternationalization stages through the case study on the internationalization process of Sichuan Changhong. Finally, some theoretical and practical implications the findings provide are dis- cussed.