期望落差与互联网新创企业狙击型国际化——基于资源条件与市场环境二元情境视角

互联网新创企业国际化战略目标及实施路径独具特色，逐渐成为研究热点。以北京小桔科技有限公司为案例对象，基于业绩反馈理论和前景理论，构建“期望落差-二元情境-狙击型国际化”的研究框架，系统揭示互联网新创企业狙击型国际化行为及实现机制。研究发现：期望落差促使互联网新创企业实施狙击型国际化战略，资源条件与市场环境二元情境在其中具有调节作用，即在资源劣势-市场壁垒高情境下采取“组合拳”模式的狙击型国际化，在资源劣势-市场壁垒低情境下采取界内合作模式的狙击型国际化，在资源优势-市场壁垒高情境下采取跨界协作模式的狙击型国际化，在资源优势-市场壁垒低情境下采取市场控制模式的狙击型国际化。

Aspiration Loss and Sniping Internationalization of Internet Start-ups——Based on Dual Context Perspective of Resource Conditions and Market Environment

The purpose and implementation path of Internet start-ups′ internationalization strategy are unique, which is becoming an important research topic. Through the case study of DiDi and based on performance feedback theory and prospect theory, this paper constructs a research framework of ‘expectation gap - dual context - sniping internationalization′, which systematically reveals the sniping internationalization behavior and its realization mechanism of Internet start-ups. It is found that aspiration loss urges the Internet start-ups to take the strategy of sniping internationalization, and the dual situation of resource condition and market environment plays a moderating role in the process, that is, under the situation of resource disadvantage and high market barrier, it is suitable to take the ‘combined boxing′ mode; Under the situation of resource disadvantage and low market barrier, it is suitable to adopt the inter boundary cooperation mode; Under the situation of resource advantage and high market barriers, it is appropriate to adopt the cross-border cooperation mode; Under the situation of resource advantage and low market barrier, the market control mode is suitable.