新兴市场跨国企业国际市场机会识别规则及其演变机制——基于乐歌的纵向案例研究

How Do EMNEs Identify International Market Opportunities?——A Longitudinal Case Study Based on Loctek

以乐歌作为案例分析对象,基于规则推理逻辑,深入剖析新兴市场跨国企业国际市场机会识别背后的规则及其演变机制。研究发现:①在国际化初期,新兴市场跨国企业主要基于感性、经验和行动等简单规则,识别国际市场机会;随着国际化程度的加深,开始基于内部经营、外部情境和主动试错,修订机会识别规则,并逐渐转变为基于分析、计算和预测等复杂规则,识别国际市场机会。②国际化情境的动态变化,驱动机会识别主体从管理者个体逐渐转变为企业组织,促使新兴市场跨国企业不断调整、修订国际市场机会识别规则,呈现出从简单规则到复杂规则的演变趋势。

Based on the rule-based reasoning logics,this study takes Loctek as the case analysis object,deeply analyzes the rules and evolution mechanism behind the international market opportunity identification of EMNEs.The findings are as follows:①In the early stage of internationalization,EMNEs mainly identify international market opportunities based on simple rules such as perception,experience and action.With the deepening of internationalization,they begin to revise the rules based on internal operations,external situations and active trial and error,and gradually change to identify international market opportunities based on complex rules such as analysis,calculation and prediction.②The dynamic change of the international situation drives the main body of opportunity identification to gradually change from individual managers to enterprise organizations,prompting EMNEs to constantly adjust and revise the international market opportunity identification rules,showing a trend of evolution from simple rules to complex rules.