“双重劣势”情境下中国企业如何在海外新兴市场构建机会——基于网络理论的纵向案例研究

How CMNEs Construct Opportunities in the Overseas Emerging Markets under the Situation of “Dual Disadvantage”——A Longitudinal Case Study from the Perspective of Network Theory

在“外来者”和“后发者”双重劣势情境下,中国跨国企业(Chinese Multinational Enterprises,以下简称CMNEs)如何通过“构建”机会的方式激活被锁定的海外市场,成为学界和业界关注的焦点话题。采取探索性案例研究方法,通过梳理案例企业(传音)在非洲、南亚等海外新兴市场的拓展过程,以期解构CMNEs在海外新兴市场机会构建的内在机制。研究发现:(1)CMNEs海外市场机会构建是企业将潜在机会集转变并开发为现实具体机会的过程,随着机会形态的不断迭代,企业认知焦点也会随之变化,并呈现出“洞察—聚焦痛点—反思”动态转化轨迹;(2)在不同认知焦点驱动下,CMNEs通过快速连接、超预期匹配以及共创这3个关键行动与之匹配,并最终实现海外机会雏形落地、机会修正与机会开发最大化。从“认知-行动”整合视角,提炼了CMNEs在海外新兴市场机会构建的理论模型,对中国企业在新兴市场拓展具有实践启示和指导意义。

Under the dual disadvantage situation of “outsiders” and “latecomers”,how Chinese multinational enterprises(hereinafter referred to as “CMNEs”) activate the locked overseas markets by “building opportunities” has become a focus topic of academic and industry attention.This paper takes the exploratory case study method, and sorts out the expansion process of case enterprise(TRANSSION) in overseas emerging markets such as Africa and South Asia, in order to deconstruct the internal mechanism of CMNEs’ opportunities in overseas emerging markets.The research finds that:(1) CMNEs overseas market opportunity construction is a process for enterprises to transform potential opportunity sets and develop them into real concrete opportunities.With the continuous iteration of opportunity forms, the cognitive focus of enterprises will also change, and show a dynamic transformation track of “insight-focusing on pain points-reflection”;(2) Driven by different cognitive focus, CMNEs match them through three key actions: rapid connection, unexpected matching and co-creation, and finally realize the prototype landing, opportunity correction and opportunity development maximization of overseas opportunities.Based on the perspective of “cognition-action”,this paper refines the theoretical model of CMNEs’ opportunity construction in overseas emerging markets, which has practical enlightenment and guiding significance for Chinese enterprises to expand in emerging markets.