跨国公司全球营销策略与在华营销活动研究

跨国公司在全球范围内进行扩张时,是采用一体化营销战略还是当地化营销战略一直是跨国公司在实际决策中遇到的难点,这同时也是近年来营销理论界争论的一个焦点。通过对全球化营销和当地化营销两种营销方式内涵的挖掘,进而以Prahalad&Doz(1987)提出的一体化——当地化分析框架为基础,研究跨国公司在华的营销策略。研究结果表明:几乎所有进入中国市场的跨国公司都把本土化作为获取中国的胜利之本。     

跨国公司区域战略研究综述

当代跨国公司面临着全球化和当地化的双重压力和困境,随着区域经济一体化的发展,有关跨国公司区域战略的研究也在学术界逐步兴起。本文试图从跨国公司区域战略的驱动力、证据、理论思辨和组织实施等视角,对现有的文献进行梳理,并对该领域的后续研究提出展望和建议。     

竞争优势下国际产业转移动因分析

本文在对国际产业转移的内涵进行界定的基础上,从国际产业转移的微观主体即跨国公司的角度,整合价值链理论、企业竞争优势理论、跨国公司理论和国家竞争优势理论等,构建了一个基于竞争优势的国际产业转移动因的分析框架,并指出跨国公司主导的国际产业转移根本动因是谋求竞争优势最大化.     

跨国公司组织结构与海外子公司战略绩效关系研究

通过定义海外子公司的当地化程度与资源在跨国公司组织内的横向流量两个维度,建立跨国公司组织结构演进模型。并利用统计技术对跨国公司组织结构与海外子公司战略绩效关系的相关假设进行实证检验。结果表明,网络组织结构并不能导致海外子公司获得最优的战略绩效。     

论跨国公司一体化与本土化战略的互动

在经济全球化背景下 ,跨国公司为了保持全球竞争优势 ,从全球视角出发 ,实施高度一体化战略 ,同时 ,其子公司当地响应能力的重要性日渐凸现 ,跨国公司的本土化战略应运而生并不断发展。本文在考察跨国公司一体化与本土化战略的内在关系的基础上 ,分析了本土化战略的重要性及其在华实施的特征。     

企业国际化经营竞争战略与跨文化管理模式的匹配性研究

泰文认为,企业进行国际化经营可以选择不同的竞争战略,在跨文化管理方面,也可以有不同的模式选择,然而,面对不同程度的全球一体化压力和当地化反应压力,只有当所选择的跨文化管理模式与其所采取的具体国际化竞争战略相匹配时,国际化目标才更有可能实现,本文为此提出了具体的匹配对策。     

论跨国公司的人员当地化趋势

论跨国公司的人员当地化趋势中国人民大学工商管理学院秦斌跨国公司在海外直接投资时，为保证其战略的统一性、技术的保密性和管理的有效性，通常要向海外子公司派遣技术和管理人员。而跨国公司的海外派遣人员面对一个与母国截然不同的内容复杂、影响因素多、不可控程度高...     

中国内外贸一体化的实践、目标与政策建议(上)--对流通组织形式的考察

本文从流通组织形式的视角研究了中国内外贸一体化问题.文章首先总结了中国一批优势的生产企业、外贸企业和商业企业近年来在内外贸结合和国内外市场一体化经营方面的有益探索和实践,然后提出了流通组织的发展目标.为了推动内外贸一体化的发展和深化,作者还分别针对综合商社的发展、工业型跨国公司和零售企业的国际化经营提出了政策建议.     

跨国公司在华跨文化管理刍议

本文认为,随着对华直接投资的迅猛发展,跨国公司遍布中国各地,它们面临着由单一、同质的文化环境向多元、异质的文化环境的转变,在华跨国公司经营过程中不可避免地遇到或多或少的文化冲突。为了解决跨文化管理的问题,跨国公司要采取合适策略,进行文化理解与学习,施行文化适应与变革,构建兼容性的企业文化,组织跨文化培训,实施文化当地化战略。     

企业社会责任、关系资本与竞争优势——基于丰田"召回门"事件的分析与思考

企业社会责任要求企业不仅"做好事",更要求其不能"做坏事".当前形势下,跨国公司在华经营必须更好地履行其社会责任.这背后的逻辑是其将企业社会责任看作在华战略的一部分,运用企业社会责任来增加与各利益相关者的关系资本,从而获取竞争优势.本文提出了在华跨国公司基于企业社会责任构建竞争优势的基本框架,并以丰田"召回门"事件为案例进行了分析.     

Domestic firms competing with multinational enterprises: The relevance of resource-accessing alliance formations

The literature includes several papers that compare multinational enterprises (MNEs) to local firms along several dimensions such as financial strength or production capacity. Nevertheless, the focus on how latter firms compete against the former is often missing in the literature; local firms are typically seen as inferior in terms of resources and thus, unable to compete against MNEs. This paper aims at revisiting this competitive ‘battle’. Through a case-based design in a ‘multinational’ domestic market that seems to favour MNEs, we explore how local firms respond to MNEs’ purported superiority. Findings indicate that local firms respond through alliance formations that enable them to access fitting resources and counter ownership advantages of MNEs. Therefore, resource-accessing strategies spearheaded by local firms suggest that ownership advantages should not be inherently translated into competitive advantages for the MNEs. Implications for international business are discussed and avenues for further research are suggested.     

Multinational Enterprises’ Entry Mode Strategies in Syria and Jordan: The Impact of Ownership Advantages

This study addresses the issue of ownership advantages affecting multinational enterprises’ (MNEs) entry mode strategies in developing countries. Although a few studies have focused on such effects, very little attention has been devoted to the ownership advantages generated from the institutional environment of MNEs’ home countries. To bridge this gap, this study concentrates on three types of ownership advantages: intangible asset advantages (IAA), advantages of common governance (ACG), and home‐country‐specific advantages (HCSA). Using a sample of 303 foreign affiliates, this study empirically examines the choice of MNEs between a wholly owned subsidiary (WOS) and a joint venture (JV). The data were collected from senior executives of MNEs’ subsidiaries operating in Syria and Jordan. The findings of this study reveal that MNEs’ choice of entry mode strategies is significantly influenced by intangible asset advantages, advantages of common governance, and home‐country‐specific advantages. Hence, senior executives perceiving an increased importance of these assets will opt for a WOS rather than a JV when entering a new market in the Middle East. © 2015 Wiley Periodicals, Inc.     

MNE liability of foreignness versus local firm-specific advantages: The case of the Chinese management software industry

The theory of the multinational enterprise (MNE) suggests that the subsidiaries of MNEs possess firm-specific advantages (FSAs) that can overcome their liability of foreignness (LOF). It also suggests that subsidiaries can gradually decrease their LOF over time as they learn more about the host country environment and develop better connections to local business networks. Accordingly, subsidiaries should outperform local firms not only at point of entry but also (and increasingly so) in the long run as LOF decreases. This paper challenges this received wisdom by using case-study methodology to argue that LOF may not decrease over time and, meanwhile, the FSA gap between local firms and subsidiaries may narrow. We focus on two types of FSAs (asset and transaction ownership) and three sources of LOF (complexity, uncertainty, and discrimination) to develop a theoretical framework for analysing the dynamic relationships between LOF and FSAs and show how local firms can outperform foreign subsidiaries over time. We use the case of the Chinese management software industry to illustrate the framework. Our findings have important implications for MNEs competing abroad as well as helping to explain the emergence of strong competition from local firms.     

MNEs and policy networks: Institutional embeddedness and strategic choice

Political strategies are a crucial matter for MNEs in the context of globalization. We argue that MNEs’ influence on political decision-making depends on their insertion into policy networks, which define the institutional framework and the interaction patterns of business/government relations in different issue-areas. Then, we propose a stylized taxonomy regarding the differentiation of MNEs’ political leverage in various domains, at a home country level. Finally, we explore the influence of political power at home on MNEs’ strategic approaches to the host countries, taking into account the bargaining power of local actors in the concerned issue-areas.     

Multinational firms and the extractive sectors in the 21st century: Can they drive development?

Historically, extractive sector MNEs have been seen as an obstacle to sustainable development, because they operated in enclaves with limited local engagement. Import-substitution policies aimed to increase the local benefits of these resources, restricting FDI. Since liberalisation, extractive MNEs have re-engaged with developing countries through looser governance structures with greater potential for linkages. Despite the increased potential, few host countries have seen meaningful MNE-led development because of weak domestic firms and poor location advantages. New MNEs from emerging economies have also not shown a greater propensity to local linkages. Only countries that have continued to invest in location advantages have seen substantial benefits.     

Managing socio-political risk at the subnational level: Lessons from MNE subsidiaries in Indonesia

Within emerging markets, institutional conditions vary significantly at both the country and subnational levels. Although the extant literature recognises the types of risk faced by multinational enterprises (MNEs) in emerging markets, it has hitherto paid scarce attention to explaining how MNEs manage such risk at the subnational level. Reporting on four case studies from Indonesia, we outline how MNEs ensure their success by maintaining active relationships with a variety of non-market actors—including opinion leaders, government officials, and communities at the subnational level. In our study, we developed a conceptual framework, showcasing how MNEs can manage socio-political risk within heterogeneous institutional settings.     

A comparative ownership advantage framework for cross-border M&As: The rise of Chinese and Indian MNEs

MNEs from emerging economies (EE MNEs) have recently undertaken aggressive cross-border mergers and acquisitions (M&As). This phenomenon challenges the current understanding in the international business literature. Integrating the comparative advantage theory with Dunning's OLI paradigm, this article develops a comparative ownership advantage framework characterized by five attributes: (1) national-industrial factor endowments, (2) dynamic learning, (3) value creation, (4) reconfiguration of value chain, and (5) institutional facilitation and constraints. We test five propositions with a dataset of 1526 cross-border M&As by Chinese and Indian MNEs from 2000 to 2008. Preliminary results support the new comparative ownership advantage framework.     

The determinants of tax haven FDI

This paper examines the determinants of a multinational enterprise's (MNEs) decision to set up tax haven subsidiaries. We adapt the firm-specific advantage–country-specific advantage (FSA–CSA) framework and construct a number of empirically testable hypotheses. The analysis is based on a database covering 14,209 MNEs in twelve OECD countries. We find that the variety of capitalism of a MNEs home location and the level of technological intensity has a strong impact on this decision. We also find that the home country corporate tax rate has a minimal impact. This suggests that corporate tax liberalisation is unlikely to deter MNEs from undertaking this activity.     

The effect of non-conventional outbound foreign direct investment (FDI) on the domestic employment of multinational enterprises (MNEs)

Using a sample of 787 Japanese MNEs operating in 60 countries from 1996 to 2010, this study examines the impacts of MNEs’ three most commonly observed forms of non-conventional outbound FDI (i.e., as a means to counter trade barriers, to achieve a financial hedge, or to obtain tax breaks) on domestic employment levels of MNEs at home. We build on a conceptual classification of ‘motivation-activity’ of MNEs as a theoretical framework, and evaluate the impacts of MNEs’ non-conventional outbound FDI on their domestic employment levels in relation to the MNEs’ specific combination of ‘motivation’ and ‘activity’ as they conduct outbound FDI in host countries. The 3SLS regression results show strong evidence that non-conventional outbound FDI in core business activities reduces MNEs’ domestic employment levels when the investment is primarily for responding to country-specific conditions, such as circumventing host country restrictions (e.g., FDI to counter trade barriers) or escaping from home country restrictions (e.g., FDI for tax incentive packages), while FDI in non-core business activities (e.g., FDI for financial hedging or FDI in tax havens) has either a positive or insignificant effect on MNEs’ domestic employment levels depending on whether it aims to develop FSAs or not. We conclude the study with public policy implications from these findings.     

A closer look at the productivity advantage of foreign affiliates

In analyzing firm productivity in Belgium, this article shows empirically that both scale and efficiency contribute positively to the typical productivity advantage of foreign affiliates. Stochastic production frontier estimation using the translog functional form indicates that foreign subsidiaries exploit economies of scale more fully and benefit from better (transferred) technological capabilities than Belgian national firms (i.e., Belgian owned firms without subsidiaries abroad). Belgian multinational enterprises (MNEs), i.e., Belgian owned firms with at least one subsidiary abroad, resemble foreign‐based MNEs in possessing specific technological advantages. While the increasing globalization has facilitated the realization of scale effects across borders, this article shows that the development of technological capabilities/advantages is still a prerequisite for MNEs to compete successfully abroad.