基于知识生态系统的国际营销动态能力构建和提升模型

Construct and Improvement Model of International Marketing Dynamic Capability Based on Knowledge Ecosystem

国际创新企业的国际化发展是不断提升自身国际营销动态能力、调整国际营销战略以适应多变的海外市场的过程,在知识经济全球化背景下,知识研究从单纯的企业内外部知识研究转向以知识价值网络和国际市场生态圈为基础的知识生态系统研究。国际新创企业必须从战略视角和知识生态系统的层面考虑国际营销动态能力,全面适应并驾驭国际环境的变化。以国际营销动态能力的构建和提升路径为主线,以天津力神电池股份有限公司等3家国际新创企业为研究对象,通过半结构化深度访谈获取一手数据材料,采用多级编码方法进行数据分析,并根据相关理论和证据梳理概念之间的关系,发掘潜在的理论涌现,并与已有研究进行比较,提出概念模型;基于多案例研究的复制逻辑,探讨国际新创企业在不同国际化阶段构建知识生态系统的国际营销动态能力的提升路径的理论模型。国际化经验知识是构建和提升国际营销动态能力的基础单元和驱动力,组织惯例的形成和演化是构建和提升国际营销动态能力的桥梁和纽带,知识、惯例和能力的共同演化形成了国际营销动态能力构建和提升的路径机制,三者的交互发展促进了知识生态系统的进化和动态运行。研究结果表明,①知识生态系统、国际营销动态能力、营销探索战略和营销开发战略共同演化,知识进化是知识生态系统进化、国际营销动态能力提升、营销探索战略和营销开发战略选择的基础;②知识主体基于知识生态系统关键要素的知识活动导致国际新创企业不同层面的知识存量发生变化,使国际营销动态能力的构建和提升强度具有差异性;③不同国际化阶段的国际营销动态能力提升路径具有相似性,具体提升机制因知识进化方式不同而有所不同。探讨基于知识生态系统的国际营销动态能力的提升路径,促使企业更关注自身的内部知识环境和外部知识网络。在国际经营实践方面,有助于企业积极探索知识系统中的新知识,降低国际环境的不确定性和风险,尝试新的国际化营销战略,创新经营模式。

The international development of international new ventures is a process of constantly improving their international marketing dynamic capabilities and adapting marketing strategies to changing overseas markets.In the context of knowledge economy globalization,knowledge research has shifted from pure internal/external knowledge research to knowledge ecosystem based on knowledge value network and international market ecosystem.International new ventures must premeditate the international marketing dynamics capability from strategic perspective and knowledge ecosystem to fully adapt and drive the changes in the overseas market environment.This study focuses on the path of international marketing capability construction and improvement,taking three international new ventures such as Tianjin Lishen Battery Co.,Ltd.as the research object,and obtains the first-hand data materials through semi-structured in-depth interviews,and explores the potential emerging theories and proposes conceptual models comparing them with the literature through using multi-level coding method for data analysis and reveals the relationship between constructs and concepts according to relevant theories and evidences.Based on the replication logic of multi-case studies,this study explores the theoretical model of international marketing dynamic capability improvement path at the perspectives of knowledge ecosystems in different stages of internationalization.In the process of building and improving international marketing dynamic capability,internationalization knowledge experience is the basic unit and driving force for the construction and improvement of international marketing dynamic capability,and the formation and evolution of organizational routine processes is the bridge and link for the construction and improvement of international marketing dynamic capability,the co-evolution of which forms the path mechanism of construction and promotion of international marketing dynamic capability.The interactive development of knowledge,routine and capability has also promoted the evolution and dynamic operating mechanism of knowledge ecosystem.The findings are as follows:Firstly,knowledge ecosystem,international marketing dynamic capabilities,marketing exploration,and exploitation strategy are co-evolution;knowledge evolution is the foundation of knowledge ecosystem evolution,international marketing dynamic capabilities and marketing exploration and exploitation strategy.Secondly,knowledge bodies’knowledge activities based on knowledge ecosystem key elements lead to the changes of knowledge stock at different levels,which makes the construction and promotion strength of international marketing dynamic capabilities different.Thirdly,the paths of international marketing dynamic capabilities promotion in different stages of internationalization are similar,while the mechanism of specific promotion is different due to the DICE model difference of knowledge ecosystem.Based on the knowledge ecosystem,the study on the path of international marketing dynamic capacity improvement encourages enterprises to pay more attention to their internal knowledge environment and external knowledge network.From international business practice perspective,it helps enterprises actively explore new knowledge in knowledge systems,and reply to the uncertainty and risks of new international environment,and try new international marketing strategies,innovate business models.