统筹国内外两个市场的天生国际化企业持续成长研究——基于奥马电器的案例分析

Continuous Growing of Born Global Firms Based on Interaction Between Domestic and Overseas Markets——Case Study of Homa Appliances

本文通过案例研究,探讨天生国际化企业在多变环境中基于国内外两个市场采取战略,实现快速和高效的持续成长的过程。分别针对国内外市场分析其在不同成长阶段的战略实施、资源能力构建和经营绩效的关系。研究发现:企业通过国外原始设计制造(ODM)实现国际化扩展,能有效促进其技术、制造与管理能力的提升与资源积累;而在国内市场则通过向自有品牌制造(OBM)发展、全产业链延伸、资本筹集获取持续成长的重要资源。提炼出天生国际化企业统筹国内外两个市场的持续成长的整合框架。并在此基础上进一步探讨天生国际化企业如何利用国内外两个市场的互动促进、协同发展,以及成长过程中的企业家精神等关键因素。

Through case study, the authors explore how born global firms obtain fast and high-efficiency and continuous growth from strategies in domestic and overseas markets under changeable environment,and analyze the firm’ s strategy implementation,construction of resources and capabilities, as well as performances.The findings show that the global firms expand internationally by ODM, and overseas market advances its improvements on both technology and management and contributes to firms＇accumulation of resources and capabilities.The firms get vital resources for continuous growth by establishing self-owned brand,industrial chain extension and capital formation in domestic market. This paper summarizes a frame on continuous growing of born global firms coordinating domestic and overseas markets,and discusses further on how born global firms make use of the interactive promotion and synergy development from these two markets,as well as key elements including entrepreneurship during the growth.