出口市场导向及其原因变量和绩效结果研究

出口市场导向由三个行为部件(出口市场智能产生、传播和反应)和一个整合的维度(协调机制)构成。总体而言,在出口活动中更高的市场导向程度将帮助企业获得更大的成功和更优异的出口绩效。企业可以通过影响出口协调、出口结构、出口领导、出口制度和出口经验等原因变量,使出口市场导向行为的各个维度的水平向企业期望的方向移动。     

Export marketing strategy implementation,export marketing capabilities,and export venture performance

Since exporting is the most popular mechanism by which firms engage with international markets, understanding the drivers of export market performance is key to explaining firms’ international competitiveness. The literature posits that the effective implementation of planned export marketing strategy is a key determinant of the performance of firms operating in international markets. Yet little is known about the specific nature and drivers of export marketing strategy implementation effectiveness. In this study we build on the implementation literature in marketing and strategic management to develop a new conceptualization of export marketing strategy implementation effectiveness. Drawing on dynamic capabilities theory, we empirically examine the export marketing capability antecedents and performance consequences of export marketing strategy implementation effectiveness in the context of manufacturing firms that are exporting to international markets. Results indicate that effective implementation of planned export marketing strategy contributes to export market and financial performance, and that marketing capabilities play an important role in enabling effective marketing strategy implementation in export venture operations.     

营销双元性、吸收能力与企业营销绩效

基于资源编排理论,高水平的营销开发与营销探索并不一定能够给企业带来更高的营销绩效。有鉴于此,本研究将营销双元性界定为营销开发与营销探索的平衡,同时在营销活动中进行开发与探索,并检验企业吸收能力对营销双元性的销售增长效应的调节作用。对广东省227家中小外向型民营企业进行问卷调查,并结合二手财务数据进行实证研究,结果表明：（1）营销双元性对企业销售增长的影响呈向上的凹形曲线;（2）高水平营销开发的企业中,营销双元性对销售增长的二次效应更强,即营销双元性对销售增长具有积极影响;（3）营销开发与营销探索通过营销双元性间接对企业销售增长产生影响。     

我国消费、投资与出口的协调关系研究

消费、投资与出口是拉动经济增长的主要动力,只有三者的协调发展,才能促进经济的持续、稳定、快速增长。对我国1994-2008年的消费、投资与出口的协调性进行分析可知,我国的消费、投资与出口的协调性波动比较大,这主要是由我国居民消费水平较低、出口盈利水平不高等原因造成的。我国应扩大内需,稳定投资,促进出口来优化消费与投资的关系。     

市场结构、汇率转嫁与出口

汇率变化是影响出口贸易的重要因素。在传统的国际贸易理论中,虽然对汇率变化影响出口贸易的机制进行了详细分析,但它没有考虑到市场结构的影响。本文从市场结构的角度出发,分析在不完全竞争的市场结构下,拥有市场势力的企业的决策怎样影响到汇率的变动和产品的出口。本文的研究结果表明,在不完全竞争的市场结构下,汇率转嫁是不完全的,因此,只有大的持久的汇率贬值或升值才会对出口贸易量产生明显的效应。     

Globalization, marketing resources, and performance: Evidence from China

Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies. Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging economy (China) and explores the moderating effect of globalization on this link. Specifically, the authors develop several hypotheses highlighting the moderating role of globalization activities (global product sourcing, global market seeking, and global partnership) on the link between marketing resources (market orientation, entrepreneurial orientation, and innovative capability) and firm performance. The findings of the moderating role of globalization provide several important implications for marketing theory development and managerial practice. Xueming Luo (luoxm@uta.edu) is an assistant professor in the Department of Marketing in the College of Business Administration at the University of Texas at Arlington. Before joining the University of Texas at Arlington faculty, he was on the faculty of the State University of New York at Fredonia. His research has appeared in various journals, including theJournal of Business Research, the International Journal of Research in Marketing, the Journal of Advertising Research, the Journal of Interactive Advertising, and Industrial Marketing Management. K. Sivakumar (Ph.D., Syracuse University; k.sivakumar@lehigh. edu) is the Arthur Tauck Professor of International Marketing & Logistics and a professor of marketing at Lehigh University. Prior to joining Lehigh in 2001, he spent 9 years at the University of Illinois in Chicago. His research interests include pricing, global marketing, and innovation management. His research has been published or is forthcoming in theJournal of the Academy of Marketing Science, the Journal of Marketing, the Journal of International Business Studies, Decision Sciences Journal, Marketing Letters, the Journal of Business Research, International Marketing Review, the Journal of Product Innovation Management, Pricing Strategy & Practice: An International Journal, Psychology & Marketing, and other publications. He has won several awards for his research (including theDonald Lehman Award) and is on the editorial board of several scholarly journals. He has won outstanding reviewer awards from two journals. Sandra S. Liu (liuss@purdue.edu) is an associate professor in the Department of Consumer Sciences and Retailing at Purdue University. She received her Ph.D. from the University of London, and her current research interest focuses on strategic marketing issues in the context of customer contact, including knowledge management in a corporation in transition and sales management in a knowledge economy. With her extensive industry experience, she has written a number of books and journal articles, which have appeared in theInternational Journal of Research in Marketing, the Journal of Business Research, theEuropean Journal of Marketing, Marketing Intelligence and Planning, among others.     

金融危机与我国出口退税政策调整

金融危机发生后,全球贸易不均衡问题备受关注。中国作为持续贸易顺差国,并未真正享受到巨大的贸易利益,却承担了顺差所带来的成本。在此经济背景下,作为鼓励出口的出口退税措施的政策职能应让位于缓解对外贸易失衡,促进经济增长方式的转变。金融危机时期,出口退税率的上调是促进出口、弱化危机影响的临时性措施。但从我国外贸发展的长远来看,应建立通过出口退税政策调整优化外贸发展的长效机制。     

Evaluation of subsidiary marketing performance: combining process and outcome performance metrics

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield) marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries of a large global corporation.     

企业内部治理、外部优势与企业出口竞争力——基于异质性理论的微观数据考察

本文基于异质性理论,提出了企业出口竞争的内外部优势来源,利用微观层面的企业样本通过OLS和Tobit给出样本期（2004～2009）出口企业的出口竞争力因素估计;研究发现除了生产率（TFP）,以债务率和运营成本体现的企业治理绩效成为影响企业出口能力的显著因素;传统的区位优势和新型的服务性要素（金融中介）优势共同成为出口企业比较优势的来源,出口企业对税收政策较为敏感。     

The structure of reseller goals and performance in marketing channels

The typical view of a marketing channel is that of a manufacturer-designed and-controlled distribution system. However, today, marketing functions, as well as market power, are more evenly distributed in the channel. In organizing and managing the modern channel, it is important to understand the business circumstances and priorities confronting channel members. This article studies how reseller firms establish their goal hierarchies and how these goals are related to performance. It hypothesizes that goal priorities emerge in relation to the environmental imperatives faced by the firm. The article develops hypotheses that are tested on survey data collected from a sample of franchisee firms, using structural equation models. The results support all the hypotheses about the effects of primary goals on performance. The effects of secondary goals are not unequivocal but informative nevertheless. Overall, the study points to interesting theoretical and managerial conclusions. Ravi S. Achrol (raachrol@mail.wvu.edu) (Ph.D., Northwestern University) is the Kmart Professor of Marketing in the College of Business & Economics at West Virginia University. Previously, he has served on the faculties of the George Washington University and the University of Notre Dame. His areas of research interest include distribution channels, marketing strategy, interorganizational relations, and network organization. His articles have appeared in theJournal of the Academy of Marketing Science, theJournal of Marketing, theJournal of Marketing Research, theJournal of Public Policy and Marketing, theJournal of Retailing, Social Science Research, theJournal of Business Strategy, and various other publications. Michael J. Etzel (michael.j.etzel.1@nd.edu) (DBA, University of Colorado) is a professor of marketing at the University of Notre Dame. He has previously served on the faculties of the University of Kentucky and Utah State University. His areas of research include marketing management and strategy, retailing, and buyer behavior. In 1996–1997, he served as chair of the Board of the American Marketing Association. His research has appeared in a variety of publications, most notably theJournal of Marketing Research, theJournal of Marketing, theJournal of Consumer Research, and theJournal of Retailing.     

中国企业出口动态:事实与解释

出口市场给企业提供了一个扩张的重要渠道。本文从企业—目的市场的角度,利用2000～2005年中国海关数据库从微观结构层面上探究中国出口企业的动态变化对出口增长的影响,发现以两年为期,连续出口的企业贡献占出口增长的大部分,但如果在长期内考察各类企业的累积效应,净进入企业的贡献更大。进入退出并不是企业动态的主要表现,只有规模较小的企业容易进入或退出,出口企业大多维持自己的出口状态,其动态大多表现为出口规模和市场个数的变化。这些结论将为如何稳定和改善企业出口并保持出口持续繁荣提供丰富的政策含义。     

企业异质性：出口贸易、国外直接投资与企业外包

企业异质性作为新新贸易理论研究的核心内容,通过阐释企业异质性与出口贸易、国外直接投资、外包之间的逻辑关系,从微观层面来剖析企业的国际化路径和全球生产组织模式选择,对国际贸易的成因、利得与资源重新配置提供了全新解释。该理论打破了以往贸易理论关于企业同质性假定,把国际贸易建立在异质性企业这一微观经济主体基础之上,对当今国际贸易成因、结构和模式进行了具有相当说服力的全新解读。     

Bottom-up learning in marketing frontlines: conceptualization, processes, and consequences

This study proposes a frontline learning process by which organizations capture new knowledge generated by frontline employees in addressing productivity-quality tradeoffs during customer interactions and transform it into updated knowledge for frontline use. Updated knowledge, in turn, is posited to influence customer satisfaction and financial outcomes (i.e., revenue, efficiency). Empirical testing with multi-source data reveals that: (1) knowledge articulation mediates the transformation of knowledge generated in the frontlines into updated knowledge, (2) updated frontline knowledge positively impacts customer and financial outcomes, and (3) frontline employee workload inhibits the transformational process unless it is at an intermediate level (inverted U-effect), while employee goal convergence bolsters it linearly.     

Environmental marketing strategy and firm performance: Effects on new product performance and market share

Recent studies on marketing and the natural environment have called for research that links environmental marketing strategies to the performance of the firm. This research operationalizes the enviropreneurial marketing (EM) construct and examines its relationship with firm performance. It is the first empirical research to operationalize the EM construct. The new scale, albeit a first attempt, demonstrates encouraging psychometric properties. According to the resource-based view of the firm, a resource such as EM should directly influence firms’ capabilities (e.g., new product development success) but not competitive advantage (e.g., change in market share). A nationwide study of top-level marketing managers supports this perspective. In addition, although market turbulence also affects new product development success, it does not have an impact on EM. This suggests that EM formation is driven by internal rather than external forces. William E. Baker (william.baker@sdsu.edu) is an associate professor of marketing at San Diego State University. His research interests lie primarily in advertising effectiveness, new product success, organizational learning, and market orientation. He has published in leading scholarly journals including theJournal of the Academy of Marketing Science, theJournal of Product and Innovation Management, theJournal of Consumer Psychology, theJournal of Advertising, Psychology & Marketing, and theJournal of Market Focused Management. He has also served as the head of research in a major communications firm and is actively involved in consulting. James M. Sinkula (james.sinkula@uvm.edu) is John L. Beckley Professor of Marketing in the School of Business Administration at the University of Vermont. His research interests lie primarily in the areas of organizational learning, market orientation, product innovation, environmental marketing strategy, and organizational performance. He has published in the leading scholarly journals, including theJournal of Marketing, theJournal of the Academy of Marketing Science, theJournal of Product and Innovation Management, theJournal of Business Research, theJournal of Advertising Research, theJournal of Market Focused Management, theJournal of Business and Industrial Marketing, theJournal of International Marketing, and others.     

外商直接投资提升江苏出口竞争力的实证分析

对外商直接投资与外贸关系的研究由来已久。但前人主要集中于理论分析和以国家为单位一本文试图从外贸大省江苏省出发来进行实证分析，分析外商直接投资对江苏外贸增长、结构效率和出口竞争力的提升作用，并提出进一步发展的政策建议。     

生产性服务进口、服务化与制造业出口增加值

基于WIOD及相关数据库公布的数据,探究生产性服务进口对制造业出口增加值的影响以及制造业服务化在此过程中的作用。研究发现,生产性服务进口对制造业出口增加值的提升有显著的促进作用。并且,在此过程中,制造业服务化发挥着关键影响;制造业服务化水平越高,越有助于生产性服务进口影响的发挥;制造业服务化水平与生产性服务进口水平相对差距越小,生产性服务进口的正向影响也越明显。进一步分析显示,在一定的服务化水平下,生产性服务进口质量和数量边际的增长是其发挥作用的主要动力。中国应当重视生产性服务进口的正向效应,明确制造业服务化和进口增长来源差别所形成的关键作用,从制造业服务化战略推进、产业发展与进口贸易协调、服务进口贸易战略调整等方面促进生产性服务进口作用的发挥。     

生产性服务进口、服务化与制造业出口增加值

基于WIOD及相关数据库公布的数据,探究生产性服务进口对制造业出口增加值的影响以及制造业服务化在此过程中的作用。研究发现,生产性服务进口对制造业出口增加值的提升有显著的促进作用。并且,在此过程中,制造业服务化发挥着关键影响;制造业服务化水平越高,越有助于生产性服务进口影响的发挥;制造业服务化水平与生产性服务进口水平相对差距越小,生产性服务进口的正向影响也越明显。进一步分析显示,在一定的服务化水平下,生产性服务进口质量和数量边际的增长是其发挥作用的主要动力。中国应当重视生产性服务进口的正向效应,明确制造业服务化和进口增长来源差别所形成的关键作用,从制造业服务化战略推进、产业发展与进口贸易协调、服务进口贸易战略调整等方面促进生产性服务进口作用的发挥。     

人民币实际有效汇率、出口与经济增长

根据建立的VAR模型,考察了人民币实际有效汇率对出口贸易的影响,进而分析其对经济增长速度的影响。分析表明：短期内人民币实际有效汇率上升对我国出口量和工业增加值增长速度都存在负向影响,然而长期中,则存在着正向影响的趋势。面对人民币升值的趋势,我国企业应该抓住相应的经济发展机遇,并逐步提升企业自身的核心竞争力。     

FDI流入、货物贸易出口、GDP和碳排放——基于中国数据的实证研究

基于对单位GDP碳排放、FDI流入量、货物贸易出口额和经济增长四个变量间的实证研究结果,发现从长期直接效应来看,货物贸易出口和GDP与单位GDP碳排放存在相关关系。但有些变量的短期效应与长期总效应存在矛盾,有些变量长期直接效应与总效应存在矛盾,有些变量短期内无效应但长期效应显著。     

中国企业出口与生产率关系实证研究

运用2005—2008年中国14个制造业企业面板数据,分析企业出口的自我选择效应和出口中学效应,结果表明：中国制造业企业出口与生产率的关系违背异质性企业贸易模型,自我选择效应不显著,并且存在“生产率悖论”;出口中学效应也不显著。虽然出口企业的生产率与出口规模正相关,但在控制其他影响出口规模的变量后,生产率与出口规模则呈现负相关;在控制其他影响生产率的变量后,出口规模与生产率同样也会呈现负相关。中国企业出口的自我选择效应不显著的原因在于其加工贸易等现实条件与经典理论假设的背离;而中国企业出口中学效应不明显的重要原因则在于其自我选择效应的不显著和规模报酬递减。