中国国际化企业能力—战略匹配关系研究:管理者国际注意力的调节作用

Research on Capability-Strategy Fit Relationship of Chinese International Enterprises:Moderating Effect of Managerial International Attention

在顾客需求多样、复杂动荡的国际市场,中国国际化企业面临的难题是如何凭借快速适应市场的能力构建其战略定位和优势。本研究以中国从事制造业的国际化企业为样本,构建以营销动态能力为企业竞争战略前置影响因素、管理者国际注意力为调节变量的理论模型,实证检验了三者之间的关系。结果显示:(1)营销动态能力的四个维度与企业竞争战略之间存在不同的匹配关系,企业在选择竞争战略时必须注重自身的动态能力基础;(2)管理者国际注意力对营销动态能力与竞争战略之间的关系有着调节作用,尤其对于选择差异化战略的企业来说,管理者国际注意力对能力—战略匹配关系的调节作用更加突出。

In the diversified, complex and turbulent international market, the dilemma which Chinese international enterprises face is how to construct the strategic position and advantage with the capability to adapt rapidly to the market situations. Though the managements of Chinese international enterprises are more excellent than before, they are still short in the ability to create value for customers in different backgrounds and to obtain the competitive advantage continuously. Therefore, such issues as study of how Chinese international enterprises achieve excellent competitive advantage based on the fitting of dynamic capabilities and competitive strategy, as well as how managers ＇international attention affects corporate strategy behaviors are the focus topic of this study. Choosing Chinese interna- tional manufacturing enterprises which set up distribution channels, subsidiary or branch in overseas as samples, this study constructs the model with marketing dynamic capability as enterprise competitive strategy and managerial international attention as moderating variable, and test the relationship among them by using 239 available questionnaires from 93 enterprises. The concept marketing dynamic capability is composed of four dimensions： product R＆D management, supply chain management, market information management and cross cultural management. Competitive strategy in the study refers to low cost strategy and differentiation strategy. The results of this study show that： （1） there are different fit relationships between the four dimensions of marketing dynamic capability and two types of competitive strategy. Enterprises must pay attention to dynamic capability foundation when they choose competitive strategy, and they can build capability-based strategic process management system to realize dynamic matching between capability and competitive strategy; （2） managerial international attention has moderating effect on the relationship between marketing dynamic capability and competitive strategy. Especially for the enterprises choosing differentiation strategy, the moderating effect of managerial international attention on capability-strategy fit relationship is more prominent. The enterprises which want to achieve excellent international performance must cultivate and improve the managers＇ international attention to strengthen their precise strategic positioning in the international market.