中国跨国企业海外子公司市场适应性演化研究

Research on the Market Adaptation of Chinese MNC's Overseas Subsidiaries——Based on the Perspective of Subsidiary Initiative and Network Embeddedness

通过对天士力公司4家海外子公司的国际化发展进行纵向多案例对比分析,基于主导行为与网络嵌入的视角构建了海外子公司市场适应性演化模型。该模型表明,来自东道国的制度压力及其变化构成了子公司市场适应性演化前提和动机;子公司初创阶段会以外部主导行为开拓市场寻求以强关系嵌入当地市场网络,进而提升对市场的响应性;伴随着子公司的发展,外部主导行为和内部主导行为的相互强化会促进子公司构建以自身为核心的二元网络结构,从而对响应性和绩效的提升产生正向积极影响;当子公司陷入强关系网络结构时将负向影响市场适应性和子公司成长;子公司内外部主导行为、网络嵌入和市场适应性是一个动态演化和不断调整的过程,起始于外部主导行为并呈现出三者间相互影响、不断迭代和螺旋式发展的特征。研究结论对中国跨国企业海外子公司的市场适应性研究和实践具有一定借鉴作用。

Through the longitudinal case analysis of internationalization development of Tasly＇s four overseas subsidiaries, this study proposes a conceptual model of overseas market adaptation evolution based on the perspective of subsidiary initiative and network embeddedness, which shows that pressure from host country and its change constitutes the premise and motive of subsidiary market ad- aptation evolution; subsidiaries develop the market and increase responsiveness by seeking to be embedded in the local market network with strong relations in the start-up phase; along with the growth of the subsidiaries, the interaction between external and internal initiatives promotes subsidiaries to build dual network structure with itself as the core, so as to improve the responsiveness and performance; when subsidiaries are embedded in the strong ties network, the network embeddedness negatively affects market adaptability and subsidiary growth; the evolution of subsidiaries＇ internal and external initiative, network embeddedness and market adaptability is a dynamic and constantly adjustable process, which begins with subsidiary external initiative and demonstrates the characteristics of interaction, iteration and spiral development.