情境差异性与企业进入海外市场的模仿选择——一项元分析的研究

Situation Differences and Firms' Imitation Choice of International Market Entry——A Meta-analysis

模仿是企业进入海外市场的一种重要战略,本文采用元分析方法探讨了情境因素对企业进入海外市场不同模仿方式选择的影响.研究发现,海外市场环境、产业集中度和企业资源是企业进入海外市场时差异化模仿方式的重要边界条件.海外市场的环境风险越大,企业越倾向于模仿相似规模、组织绩效及关联企业的进入模式;产业集中度越高,企业越倾向模仿竞争对手的进入模式;企业自身的资源能力越强,企业越倾向于实施基于频数的模仿.本文从理论上探索了模仿方式选择的关键边界条件,所得结论对跨国企业进入海外市场时依据差异化的情境因素制订合理的模仿战略提供了重要启示.

Imitation is an important strategy in the process of international market entry. It used meta-analytic technique to distinguish situations that affect the different mimetic behaviors when going aboard. It finds that the circumstance of host country, industry competitive context and firm＇s resource are the theoretical rationales. The greater the environmental risk of the host country, the more possibility firms follow the trait-based imitation from similar, successful and tied firms; the greater competitive context of industry, the more possibility firms follow the trait-based imitation from competitors; the greater the firm＇s resource, the more possibility firms follow the frequency-based imitation. It found the key boundary conditions of the imitation choice in the theoretial aspect, and the results could provide suggestions for enterprises to enter overseas market based on the situation differences and make reasonable imitation choice.