中国跨国企业海外市场机会构建内在机理研究--基于资源杠杆理论视角的多案例研究

Research on the Internal Mechanism of Overseas Market Opportunity Construction of Chinese Multinational Enterprises:A Multiple Case Study from the Perspective of Resource Leverage Theory

在资源匮乏、市场地位较低的情境下,中国跨国企业(Chinese Mult inat ional Enterpr ises,简称CMNEs)如何通过构建海外市场机会激活被“锁定”的市场资源,成为学界和业界关注的重要议题。本文基于资源杠杆理论,选取4家CMNEs作为案例研究对象,通过复制逻辑解构CMNEs海外市场机会构建的内在机理。研究发现:(1)CMNEs机会构建所嵌入的情境是动态变化的,随着企业市场地位由边缘向核心转变,其机会构建的嵌入情境呈现由成熟场域利基市场、成熟场域中心市场向混合场域市场动态迁移的趋势;(2)在组织地位与外部市场情境动态牵引下,CMNEs机会构建过程中资源杠杆行动焦点呈现出“套利—适配—创新”的动态转化轨迹;(3)在不同焦点转化轨迹下,CMNEs通过动态调整资源杠杆策略与之匹配,促使企业在机会构建中获得时间优势与创造价值,最终实现企业海外市场机会雏形确立、机会修正与机会开发最大化。本研究扩展了国际商务领域关于机会的研究,进一步拓宽了资源杠杆理论的解释边界,对CMNEs进行海外市场拓展具有启发和指导意义。

Over the past 40 years of reform and opening-up,more and more Chinese Multinational Enterprises have participated in international market competition.They have rapid growth through continuously identifying and capturing opportunities in overseas markets.However,compared to developed-market multinational enterprises,As the internationalization of CMNEs started later,on one hand,CMNEs lack traditional monopoly resources such as global market resources,brands,and know-how,and they are in a dilemma of lack of resources;CMNEs in overseas markets are also subject to more stringent regulatory policies,higher access standards,and lower social awareness of external constraints,most of the high-quality market resources have been“locked in”by AMNEs.When new opportunities emerge in overseas markets,they will be first occupied by AMNEs,which have been working in the market for a long time and are rich in resources.In the context of poor-resources and low market position,how CMNEs unlock the“locked”market resources through constructing the overseas market opportunities,has become an important issue in the theoretical and practical circles.Based on the theory of resource leverage,this article selects four CMNEs as cases and deconstructs the internal mechanism of CMNEs overseas market opportunities by duplicating logic.The results show that:(1)The embedded scenarios of CMNEs opportunities construction are dynamically changing.As the market position of the company shifts from the edge to the core,its opportunity construction embedded scenarios presents a trend of dynamic migration from the niche markets of mature field,to the center markets of mature field,and to mixed fields markets;(2)Under the dynamic traction of the organization`s position and external market context,the focus of resource leverage in the CMNEs opportunity construction process also presents a dynamic transformation trajectory of“arbitrage-adaptive-innovate”;(3)Under different focus of conversion trajectories,CMNEs dynamically adjust their resource leverage strategies to match them,so that companies can gain time advantages and create value in the opportunity construction,and ultimately achieve opportunity prototype actualization,opportunity revision,and opportunity maximization.This study expands the study of opportunities in the field of international business,broadens the interpretation boundary of the resource leverage theory,and has inspiration and guidance significance for CMNEs expanding to overseas markets,It is also responds to domestic and foreign scholars broadening the boundaries of CMNEs theoretical interpretation and extending original local management theory.