| 组织学习与国际化企业营销动态能力构建——基于华为、海尔、联想的跨案例分析 |
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| 引用本文： | 李文,许晖,黄小飘.组织学习与国际化企业营销动态能力构建——基于华为、海尔、联想的跨案例分析[J].管理案例研究与评论,2013(4):272-281. |
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| 作者姓名： | 李文 许晖 黄小飘 |
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| 作者单位： | [1]内蒙古科技大学经济与管理学院,内蒙古包头014010 [2]南开大学商学院,天津300071 |
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| 基金项目： | 国家自然科学基金资助项目“风险环境下中国企业国际营销动态能力：理论模型、构建机制及对绩效影响研究”（71072100） |
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| 摘 要： | 本文基于组织学习、动态能力理论,从营销动态能力的视角,运用跨案例研究方法,对华为、海尔、联想三家成功的国际化企业进行了分析,得出如下结论:营销动态能力是企业国际化成长的重要能力;企业在不同发展阶段的营销动态能力不同,表现为各种企业能力的组合;组织学习对企业营销动态能力的培养起到了重要作用。
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| 关 键 词： | 组织学习 营销动态能力 企业成长 |
Construction of Organizational Learning and Marketing Dynamic Capability in Internationalized Enterprises： A Cross-case Analysis of Huawei, Haier and Lenovo |
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| LI Wen,XU Hui,HUANG Xiao-piao.Construction of Organizational Learning and Marketing Dynamic Capability in Internationalized Enterprises： A Cross-case Analysis of Huawei, Haier and Lenovo[J].Journal of Management Case Studies,2013(4):272-281. |
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| Authors: | LI Wen XU Hui HUANG Xiao-piao |
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| Institution: | 1. School of Economics and Management, Inner Mongolia University of Science ＆ Technology, Baotou 014010, Inner Mongolia, China; 2. School of Business, Nankai University, Tianjin 300071, China) |
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| Abstract: | Based on the theories of organizational learning and dynamic capability, this paper uses a cross-case research method to analyze three successful internationalized enterprises, Huawei, Haler, and Lenovo, from the perspective of marketing dynamic capability. The following main conclusions are reached： marketing dynamic capability is of vital importance for enterprises to grow internationally; marketing dynamic capability appears as different combinations of core com- petences during different development stages of the enterprise; organizational learning plays an important role in building marketing dynamic capability in enterprises. |
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| Keywords: | organizational learning marketing dynamic capability enterprise growth |
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