效果推理视角下天生国际化企业的战略选择研究

本文运用探索性案例研究方法,基于效果推理理论,结合资源依赖理论与资源基础观相关观点,对两家在非洲手机市场获得非凡业绩的中国天生国际化企业的战略选择与匹配的问题进行研究。研究发现,天生国际化企业的资源基础与市场导向能够影响战略选择决策逻辑。其中,资源约束与先动型市场导向的企业倾向于实施效果逻辑,而资源支持与反应型市场导向的企业倾向于实施因果逻辑。资源基础与市场导向通过效果逻辑与因果逻辑影响天生国际化企业战略选择类型。具体而言,资源约束与先动型市场导向的企业通过效果逻辑选择并实施利基市场战略,资源支持与反应型市场导向的企业通过因果逻辑选择并实施产品标准化战略,且两种战略均能与市场环境形成匹配。

A Research on the Strategy Selection of Born Globals from an Effectuation Perspective

Based on effectuation theory and the viewpoints of resource dependence theory(RDT)and resource-based view(RBV),a comparative case study is conducted to retrospect the strategy selection and strategic fit situation of two distinctive Chinese BGs,which have achieved remarkable market share in African mobile phone market.Several interesting novel findings of this study are illustrated as follows.First,the resource base and market orientation have an impact on the strategy selection decision-making logic of BGs.To be specific,BGs with resource constraints and a proactive market orientation tend to conduct an effectual logic,while a causal logic is a preferred choice for BGs with theresource support and responsive market orientation.Second,through the effectual logic and causal logic,the resource base and market orientation have an influence on the strategy selection of BGs.Specifically,if BGs are resource constrained and proactive market oriented,they tend to select a niche market strategy by conducting the effectual logic.If BGs are resource supported and responsive market oriented,they prefer implementing a product standardization strategy by utilizing the causal logic.Finally,both the niche market strategy and product standardization strategy can obtain strategic fit in internationalization contexts.