动态核心能力在反向国际化品牌战略中的作用

发布时间：2018-03-27 09:51

本文选题：动态核心能力　切入点：反向国际化品牌战略　出处：《管理科学》2017年02期

【摘要】：在全国制造业转型升级的大趋势下,中国天生国际化代工企业进行的反向国际化品牌战略成为战略和创新领域的焦点。鉴于已有研究较关注大型制造企业的品牌创新,因此结合西方能力理论和中国特色制度环境,探讨反向国际化情景下中小型制造工厂的自主品牌战略。从全球价值链视角,阐明对专注出口的中国代工企业转战中国市场而言,具有中国情景特色的社会关系网络和中国市场知识是不可或缺的关键资源,辨识中国天生国际化代工企业在出口市场和国际化过程中主要培养的技术创新、国际营销和先进制造3种动态核心能力。参照资源-能力-绩效战略思路,推导出6个假设并建立研究框架。基于202家企业样本,运用结构方程模型、路径分析和巢状模型法进行数据分析。研究结果表明,在实施反向国际化品牌战略过程中,技术创新、国际营销和先进制造能力是中国天生国际化代工企业运用中国关键资源建立自主品牌的中介变量,中国市场稳定度显著影响自主品牌绩效。也即表明在中国经济新常态下,中小型代工企业应如何利用其海外竞争时培育的动态核心能力,转化关键资源,在国内销售自主品牌。揭示中国情景下,本地市场资源(来自企业外部)与国际化过程培育的动态核心能力(源自企业内部)两者间的交互作用机制,以及天生国际化代工企业如何据此建立独特的竞争优势创造自主品牌。为其他在华代工企业(包括本地和外资)提供启示和借鉴,有助于他们较好地处理相关问题。
[Abstract]:Under the trend of national manufacturing industry transformation and upgrading, the reverse internationalization brand strategy carried out by China's natural international contract enterprises has become the focus in the field of strategy and innovation. Therefore, combining with the western capability theory and the institutional environment with Chinese characteristics, this paper discusses the independent brand strategy of small and medium-sized manufacturing plants under the situation of reverse internationalization. From the perspective of global value chain, it clarifies that Chinese contract manufacturing enterprises focusing on exports will switch to the Chinese market. Social networks with Chinese characteristics and knowledge of the Chinese market are indispensable key resources to identify the technological innovations that are primarily cultivated in the export market and in the process of internationalization by Chinese native international contract enterprises. International marketing and advanced manufacturing three kinds of dynamic core competence. Referring to the strategic thinking of resource-competency-performance, six hypotheses are deduced and a research framework is established. Based on 202 enterprise samples, the structural equation model is used. Path analysis and nested model analysis. The results show that in the process of implementing reverse internationalization brand strategy, technological innovation, International marketing and advanced manufacturing capability are the intermediary variables for China's natural international contract manufacturing enterprises to build their own brands using China's key resources, and the stability of the Chinese market has a significant impact on the performance of their own brands, which means that under the new normal state of China's economy, How should small and medium-sized contract enterprises utilize the dynamic core competence that they cultivate in overseas competition, transform key resources and sell their own brands in China. The interaction mechanism between local market resources (from the outside of the enterprise) and dynamic core competencies (derived from within the enterprise) that are nurtured by the internationalization process, And how to build up unique competitive advantage to create independent brand, which can provide inspiration and reference for other contract manufacturing enterprises in China (including local and foreign investment), and help them to deal with the related problems well.
【作者单位】：杭州电子科技大学管理学院;暨南大学战略管理研究中心;杭州电子科技大学创新与发展研究院;暨南大学管理学院;广西梧州中恒集团股份有限公司;
【基金】：教育部人文社会科学研究规划基金(12YJA630167) 刘人怀学术交流促进会2015年度资助项目(LRH201502) 杭州电子科技大学科研启动项目(KYS035617018)~~
【分类号】：F272

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