【作者】 张婷；

【导师】 汪涛；

【作者基本信息】 武汉大学 ， 工商管理 市场营销， 2021， 博士

【摘要】 过去四十年来,全球在取消对国际资本流动的跨国界限制方面取得了重大进展,有效地推动了世界经济一体化趋势的发展,并促进了我国企业海外市场扩张活动的增长。依靠海外市场扩张寻求无形资产以获取可持续竞争优势,已经是来自包括我国在内的新兴国家企业一种重要战略选择。国际多样化是企业海外市场扩张的重要表现特征,指的是企业跨越全球区域和国家市场进入不同的地理位置或市场销售其产品或服务。通过实施国际多样化战略,可以帮助我国企业满足一些迫切的发展需求,并提高他们在全球市场上的战略地位。因而,国际多样化相关研究长期以来备受关注。总体而言,关于国际多样化的研究主要分为两个方向:国际多样化的影响因素研究,以及国际多样化与企业绩效两者关系的研究。(1)在国际多样化的影响因素研究方面,现有文献主要围绕企业内部因素、宏观经济因素和竞争动机因素展开了讨论。然而,在国际多样化影响因素的研究中,虽然强调了竞争动机因素的重要性,但这些研究都只是基于制度理论单一方面分析了行业中存在的同构压力对企业国际多样化战略的影响。迄今为止,并没有研究从竞争互动关系上,讨论企业主动为了争取竞争优势或者为了避免激烈的竞争,进而如何影响企业国际多样化战略决策。(2)在国际多样化战略与企业绩效两者关系研究方面,现有的研究并没有得出一致的结论。要研究国际多样化如何影响企业绩效,还必须从内在解释机制着手。但迄今为此,围绕揭示国际多样化与企业绩效两者关系内在机制的研究屈指可数,已有的少数研究也只是从积极的一面解释了国际多样化是如何促进企业绩效的,然而,国际多样化与企业绩效间存在的矛盾关系仍然没有得到解释。基于以上研究问题,本文围绕“环境-战略-绩效”的逻辑框架展开了两个研究。第一个研究旨在解释企业间竞争环境如何影响企业国际多样化战略决策,即基于多市场竞争理论,分别讨论了企业多市场接触(简称企业MMC)和市场多市场接触(简称市场MMC)两种不同类型的多市场接触对国际多样化战略的影响,并且分别从国家和企业两个层面,探讨了文化多样性和增长战略的调节作用。实际上,跨国企业根据不同水平的企业MMC和市场MMC来调整自身的国际多样化战略,最终目的是为了赢得优异的绩效表现。因此,本文第二个研究继续探讨了国际多样化战略如何影响企业绩效,基于动态能力理论,分析了企业营销能力和技术能力的中介作用。此外,由于跨国企业内部动态能力的构建过程会受到市场环境和组织特征影响,所以还讨论了国内的市场环境动态性和国际化经验的调节作用。在实证分析部分,基于两个研究的分析要求,分别构建2002年至2018年间423家我国上市跨国企业样本,以及2005至2016年间274家我国上市跨国企业样本,对本文所构建理论模型分别进行了实证检验,并结合稳健性检验和内生性分析验证了实证结果的可信性。第一个研究的研究结果发现:(1)企业MMC与国际多样化之间呈倒U型关系;(2)随着市场MMC程度增加,企业采取国际多样化战略的可能性会随之增加;(3)随着企业现存子公司网络中的文化多样化增加,企业MMC与国际多样化两者间存在的倒U型关系变得更陡峭,市场MMC对国际多样化的促进作用越来越弱;(4)与其他企业相比,以增长战略为导向的企业,企业MMC与国际多样化之间的倒U型关系会更平缓,市场MMC对国际多样化的促进作用更强。第二个研究的研究结果发现:(1)国际多样化能通过抑制营销能力影响企业绩效,同时也能通过提高技术能力进而影响企业绩效;(2)国内环境动态性不仅能增强国际多样化对营销能力的抑制作用,还能增强国际多样化对技术能力的促进作用;(3)国际化经验不仅能弱化国际多样化对营销能力的抑制作用,还能强化国际多样化对技术能力的促进作用。总体而言,通过讨论企业MMC和市场MMC两种不同类型的多市场接触与国际多样化的关系,以及国际多样化对企业绩效的影响,有助于解决在动态的国际竞争环境下跨国企业应该如何确定海外市场分布,以及基于动态能力理论应当如何合理选择国际多样化的“双刃剑”效应的治理机制等问题,一方面丰富了国际化研究领域的内容,另一方面对促进跨国企业在海外市场上获得长期竞争优势起到了参考作用。更多还原

【Abstract】 In the past four decades,the world has made significant progress in reducing crossborder restrictions on international capital flows,effectively promoting the development of the trend of world economic integration,and promoting the growth of Chinese enterprises’ overseas market expansion activities.Relying on overseas market expansion to seek intangible assets to obtain sustainable competitive advantage is an important strategic choice for enterprises from emerging countries,including China.International diversification is an important characteristic of the expansion of overseas market,which refers to a company that crosses global regions and national markets into different geographic locations or markets to sell its products or services.By implementing an international diversification strategy,it can help Chinese enterprises meet some urgent development needs and improve their strategic positions in the global market.Therefore,research on international diversification has attracted much attention.In general,the research on international diversification is mainly divided into two fields: research on the influencing factors of international diversification,and research on the relationship between international diversification and firm performance.(1)In terms of research on factors affecting international diversification,the existing literatures mainly discuss internal factors: macroeconomic factors,and competitive motive factors.However,in the research on the factors affecting international diversification,although the importance of competitive motivation factors is emphasized,these studies are only based on a single aspect of institutional theory to analyze the impact of isomorphic pressure in the industry on the international diversification strategy of companies.So far,there has been no research on how to influence the company’s international diversification strategic decisionmaking in terms of the competitive interaction relationship that companies take the initiative to gain competitive advantage or avoid fierce competition.(2)In terms of research on the relationship between international diversification strategy and firm performance,the existing researches have not reached a consistent conclusion.To study how international diversification affects firm performance,we must also start from the internal explanation mechanism.However,so far,there are only a handful of researches focusing on revealing the internal mechanism of the relationship between international diversification and performance.The few existing studies have only explained how international diversification promotes firm performance positively.However,the contradictory relationship between international diversification and firm performance remains unexplained.Based on the above research questions,this thesis launches two studies around the logical framework of "environment-strategy-performance".The first study aims to explain how the competitive environment among enterprises affects the international diversification strategic decision-making of enterprises.That is,based on the theory of multimarket competition,it discusses firm multimarket contact(firm MMC)and market multimarket contact(market MMC).The impact of different types of multimarket contacts on international diversification strategies,and the moderating effects of cultural diversity and growth strategies are discussed from the national and firm’s levels.In fact,multinational enterprises adjust their international diversification strategies according to different levels of corporate MMC and market MMC,and the ultimate goal is to promote firm performance.Therefore,the second study of this thesis continues to explore how international diversification strategies affect firm performance.Based on the theory of dynamic capabilities,it analyzes the mediating role of enterpises’ s marketing capabilities and technical capabilities.In addition,since the construction process of the internal dynamic capabilities of multinational enterpises will be affected by the market environment and organizational characteristics,the dynamics of the domestic market environment and the moderating role of international experience are also discussed.In the empirical analysis part,based on the analysis requirements of the two studies,a sample of 423 Chinese multinational enterpises from2002 to 2018 and a sample of 274 Chinese multinational companies from 2005 to 2016 were constructed respectively.Empirical testing,combined with robustness testing and endogenous analysis,verify the credibility of the empirical results.The results of the first study indicate that:(1)There is an inverted U-shaped relationship between firm MMC and international diversification;(2)As the degree of market MMC increases,the possibility of companies adopting international diversification strategies will increase accordingly;(3)With the increase of cultural diversification in the company’s existing subsidiary network,the inverted U-shaped relationship between firm MMC and international diversification has become steeper,and the role of market MMC in promoting international diversification has become weaker;(4)Compared with other enterprises,the inverted U-shaped relationship between corporate MMC and international diversification will be smoother for the growth strategy-oriented enterprises,and the market MMC will have a stronger role in promoting international diversification.The results of the second study indicate that:(1)International diversification can affect corporate firm performance by inhibiting marketing capabilities,and at the same time,it can also affect firm performance by improving technical capabilities;(2)Domestic environmental dynamics can not only enhance the impact of international diversification on firm performance.The inhibitory effect of marketing capabilities can also enhance the promotion of international diversification on technological capabilities;(3)International experience can not only weaken the inhibitory effect of international diversification on marketing capabilities,but also strengthen the promotion of international diversification on technological capabilities.In general,by discussing the relationship between the two different types of multimarket contacts and international diversification,as well as the impact of international diversification on corporate performance.It is helpful to solve the problems of how multinational enterprises should determine the distribution of overseas markets in the dynamic international competition environment,and how to reasonably choose the governance mechanism of the "double-edged sword" effect of international diversification based on the dynamic capability theory.On the one hand,this thesis enriches the content of international researches,and on the other hand,it serves as a reference for promoting multinational companies to obtain long-term competitive advantages in overseas markets.更多还原