环境不确定性视角下中国汽车企业“走出去”进程中专利商业化的策略选择:理论逻辑与案例证据

Strategic Choice of Patent Commercialization for the Chinese Enterprises in the Process of"Going Global"from the Perspective of Environmental Uncertainty:Theoretical Logic and Case Evidence

当前中国企业“走出去”面临的挑战之一是环境不确定性,它既是制度、市场和技术等多维度的客观存在,也是在一定区域内变化的主观感知,其实际状态常介于不确定性最小值和最大值之间,取决于企业所处时空范围。专利商业化策略包括产品策略、许可策略和组合策略,它们的形成受到自身属性和构成要素的影响,交易频率、专用性资产、交易范围和实施周期等特征决定了其应用条件与适用范围。选择中国典型汽车企业为研究对象,将企业“走出去”演化进程分为5个阶段,剖析不同阶段的市场进入模式下企业价值链结构变化特征,揭示环境不确定性不同状态对3种专利商业化策略选择的影响。认为企业“走出去”就是对环境不确定性的认知从模糊不清到清晰明确的过程;从产品策略到许可策略再到标准化策略的决策演变过程表明策略选择是企业对环境不确定性感知的行为反应,合理的策略(组合)有助于形成应对不确定性风险的对冲机制;决策者对不确定性的战略态度往往会导致相应的策略选择,风险寻求偏好更有利于企业形成开放式创新格局、利用不确定性带来的机会。

One of the challenges faced by Chinese enterprises in the process of"going global"is environmental uncertainty,which is an objective existence with multiple dimensions which includes institutional uncertainty,market uncertainty and technological uncertainty.The state of environmental uncertainty is usually lies between the minimum and maximum of uncertainty,depending on the time and space range of the enterprise stands.The strategy of patent commercialization can be divided into three types of product strategy,licensing strategy and hybrid strategy.These strategies are affected by their attribution and elements,the characteristics such as transaction frequency,specific assets,transaction scope and implementation cycle jointly determine the application conditions and scope of these strategies.Taking typical Chinese automobile enterprises as the research object,this paper divides the"going global"evolution process into five stages,analyzes the characteristics of changes in the enterprise value chain structure under the market entry mode at different stages,and reveals the impact mechanism of different environmental uncertainties on the selection of three patent commercialization strategies.It believes that the enterprise's"going global"is the process of its cognition of environmental uncertainty from ambiguity to clarity,and the decision-making is the process from product strategy to licensing strategy and then to standardization strategy,which shows that strategy selection is the behavioral response of enterprises to environmental uncertainty perception,and reasonable strategies and their combinations help to form a hedging mechanism to deal with the risk of uncertainty;besides,decisionmakers'strategic attitudes towards uncertainty often lead to different strategic choices,the risk seeking preference is conducive to the formation of an open innovation pattern for enterprises and better use of the opportunities brought by uncertainty.