Marketing Strategies of Korean MNCs in the US Consumer Electronics Industry

Abstract

This study examines the marketing strategies and management styles of Korean and Japanese multinational corporations in the US consumer electronics industry. Hypotheses are developed with regard to strategic goals and objectives, marketing mix variable emphasis, market orientation and planning focus. The empirical results generally support the research hypotheses that Japanese companies are not only more aggressive in delivering marketing mix but also more-market oriented than Korean counterparts who often base their marketing strategy on short-term profitability rather than long-term market share growth.     

嵌入跨国公司价值链的我国产业集群升级路径

基于跨国公司价值链战略的视角,分析我国产业集群在发展和升级过程中存在的问题,并提出我国产业集群企业应在跨国公司全球价值链网络中找准节点,主动链入,在提升自身竞争力的同时,增强国际竞争力。     

Expatriates of host-country origin: ‘coming home to test the waters’

Expatriates are an integral part of any multinational company's (MNC) staffing strategy. However, the high failure rate of expatriates has forced these firms to look at alternate or complementary staffing strategies. This paper focuses on one such strategy, i.e., transferring people of host-country ethnic origin from parent-country to manage host-country operations. The purpose of this exploratory study is to ascertain whether and how MNCs have used expatriates of host-country origin (EHCO) as a global staffing strategy, in the context of India, and the extent of its success both for the individuals and the organizations concerned.

Based on a survey and in-depth interviews of human resource managers of 15 MNCs with operations in India, the study concludes that EHCOs are more willing to accept expatriate assignments than parent-country nationals (PCNs); however, their success on the assignment depends on the breadth and depth of their experience both in the parent and host country. With regard to their work effectiveness vis-à-vis PCNs, no significant difference was found. Managerial implications of this staffing strategy are explored and future research directions identified.     

Expatriate or local? Predicting Japanese,subsidiary expatriate staffing strategies

Can Dunning's OLI (Ownership, Location, Internalization) framework be extended from predicting FDI location decisions and entry mode choices to other international strategic decisions? Using data from 891 new (two years or younger) Japanese foreign subsidiaries, we investigate the relationship between Dunning's OLI variables and expatriate staffing ratios (the ratio of expatriates to local employees). We found empirical support for Dunning's framework as a predictor of Japanese new subsidiary expatriate staffing ratios. Implications and directions for future research are discussed.     

Flexpatriate assignments: a neglected issue in global staffing

The demands of managing international assignments are major considerations within strategic IHRM theory and most frequently considered within long-term employment choices between parent-country expatriates or host-country nationals. Yet recent studies from the Centre for Research into the Management of Expatriation (CReME) (Harris, ; Petrovic, ) have highlighted the frequency of alternative types of international assignment, which they classify as ‘short-term’, ‘commuter’ and ‘frequent flyer’ assignments, which are now a regular part of global business life. This paper reports on a case study of one Austrian multinational organization and highlights management issues in terms of incidence, purpose, management and personal impact for assignments involving frequent travel without relocation (flexible expatriation) compared with traditional expatriate assignments. It begins by reviewing the emphasis on expatriate assignment before presenting evidence regarding the extent of alternative forms of international assignment. The research method and background to the study are then discussed before the findings are presented and discussed.     

GVC视角下国际产能合作的经验与启示

世界主要国家或地区通过开拓区域内合作促进各自产业结构改善以及经济发展。美国通过积极的产业转移形成了全球最大的GVC,对世界各国产生了极大的影响;欧洲通过经济一体化体系促进了地区内的产能合作;日本通过与欧洲国家进行战略性产能合作占领了发达国家市场,且有力推动了全球化;东亚国家虽然通过一体化加强了区域产能合作,促进了经济复兴,但是缺乏经验和准备,制度上的不足以及政策环境的不稳定导致其成果并不显著。借鉴国际产能合作先进经验,中国的国际产能合作需基于各国产业的比较优势,确立互补性的全球价值链体系;通过推进地区经济一体化,减少产业合作上的障碍;创造良好的金融环境,为中小企业提供资金支持,挖掘出更多的产能合作项目;以政府为主导加强信息沟通,畅通行业信息交流,促进国际产能合作顺利开展。     

Human resource management and early internationalization: is there a leap-frogging in international staffing?

The present study focuses on the international staffing of early internationalizers by linking the Ethnocentric, Polycentric, Regiocentric, and Geocentric (EPRG) concept with the Process Theories of Internationalization. On a dataset of 116 (N) German medium-sized companies, we test whether the determinants which allow firms to internationalize shortly after their inception, namely prior international experience, technological intensity, and networks, influence the firms' international staffing. We further elaborate whether this influence differs between early and late internationalizers. The empirical results show that prior international experience is not associated with the firms' international staffing at all, and thus, does not allow conclusions. Technological intensity increases the probability of the choice of an ethnocentric staffing policy, especially for early internationalizers. In contrast, networks enable firms, especially early internationalizers, to pursue regiocentric or geocentric staffing policies.     

International recruitment and selection practices of South Korean multinationals in China

South Korean multinational enterprises (MNEs) have developed rapidly since the late 1950s. However, there is little research on, and hence little is known about, how South Korean MNEs manage human resources in overseas operations. To fill this gap, in the literature the current study investigates South Korean MNEs' international recruitment and selection policies and practices in their Chinese operations. It reveals that South Korean MNEs tend to adopt the polycentric approach or a mixed approach of being polycentric and ethnocentric to international staffing, with the number of expatriates dropping gradually over time. South Korean MNEs adopt ‘one-way selection’ in recruiting and selecting expatriates, and localise recruitment procedures and selection criteria for host-country nationals. South Korean MNEs have paid inadequate attention to: first, expatriates' career development; and second, personal and family issues emerging from expatriation and repatriation.     

上海国际竞争力发展战略研究

本文在论述国际竞争力理论的基础上 ,分析了大都市提高国际竞争力的必要性 ,评价了培育上海国际竞争力的优、劣势条件 ,提出了培育上海国际竞争力的对策。     

我国电子信息产业国际竞争力现状评析

随着信息化时代的来临,信息产业已经成为国民经济中的关键产业和战略产业,一国信息产业国际竞争力将对该国综合国际竞争力有举足轻重的影响,本文借鉴了其他学者的基本评价体系,就我国电子信息产业的国际竞争力现状及成因进行了整体上的初步分析。     

提高我国服务贸易国际竞争力的研究

随着世界经济结构调整步伐的加快和经济全球化带来的全球产业重心从制造业向服务业转移,服务贸易在国际经贸领域中日益引起人们的高度重视,它不仅是影响各国经济发展的重要力量,也成为衡量一国国际竞争力的一项重要标准.本文分析了影响服务贸易提高国际竞争力的相关因素,提出了提高我国服务贸易国际竞争力的对策.