中国国际化企业能力—战略匹配关系研究:管理者国际注意力的调节作用

发布时间：2018-06-13 04:42

本文选题：营销动态能力 + 竞争战略　；参考：《南开管理评论》2013年04期

【摘要】：在顾客需求多样、复杂动荡的国际市场,中国国际化企业面临的难题是如何凭借快速适应市场的能力构建其战略定位和优势。本研究以中国从事制造业的国际化企业为样本,构建以营销动态能力为企业竞争战略前置影响因素、管理者国际注意力为调节变量的理论模型,实证检验了三者之间的关系。结果显示:(1)营销动态能力的四个维度与企业竞争战略之间存在不同的匹配关系,企业在选择竞争战略时必须注重自身的动态能力基础;(2)管理者国际注意力对营销动态能力与竞争战略之间的关系有着调节作用,尤其对于选择差异化战略的企业来说,管理者国际注意力对能力—战略匹配关系的调节作用更加突出。
[Abstract]:In the complex and volatile international market with diverse customer demand, the problem faced by Chinese international enterprises is how to build their strategic position and advantages by virtue of their ability to adapt to the market quickly. This study takes the international enterprises engaged in manufacturing industry in China as a sample to construct a theoretical model with dynamic marketing ability as the leading factor of competitive strategy and international attention of managers as the adjusting variable. It empirically tests the relationship between the three factors. The results show that there are different matching relationships between the four dimensions of dynamic marketing capability and the competitive strategy of enterprises. When enterprises choose competitive strategy, they must pay attention to their own dynamic ability basis. (2) the international attention of managers plays an important role in regulating the relationship between marketing dynamic ability and competitive strategy, especially for enterprises that choose differentiation strategy. The regulator's international attention plays a more important role in regulating the ability-strategy matching relationship.
【作者单位】：南开大学商学院;河北金融学院金融系;
【基金】：国家自然科学基金项目(71072100) 中央高校基本科研业务费专项资金项目(NKZXA10018)资助
【分类号】：F279.23

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