社会资本、组织学习对企业国际营销能力升级的影响机制——基于海信集团国际化发展的纵向案例  

The Influencing Mechanism of Social Capital and Organizational Learning on Upgrading of International Marketing Capability:A longitudinal Case Study on Hisense

作　　者：许晖[1] 王睿智[1] 许守任[1] 

机构地区：[1]南开大学商学院

出　　处：《管理学报》2014年第2期244-253,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71072100);教育部新世纪优秀人才支持计划(NCET-12-0281);天津市科技发展战略研究计划项目(12ZLZLZF01600)

摘　　要：在回顾社会资本、组织学习和国际营销能力的相关理论基础上,以海信集团的国际化历程为研究对象,探索了我国企业国际营销能力升级的演进过程,并从社会资本和组织学习的视角提出了国际营销能力升级的影响机制。研究发现,企业的国际营销能力经历了应对型营销能力、适应型营销能力、响应型营销能力3个阶段,在国际化的深入过程中,企业的社会资本和组织学习模式也在不断地演进,两者共同作用促成了企业国际营销能力的升级。In the current international environment, upgrading the capabilities of international marketing has become an important means to develop international competitiveness of firms. Based on a review of relevant theories, this study examines Hisense group＇s internationalization process, and explores the evolution process of the international marketing capabilities. From the perspective of social capital and organizational learning, it identifies a mechanism that determines how international marketing capabilities are influenced. We found that a firm＇s international marketing capabilities experience three stages： reactive marketing capabilities, adaptive marketing capability and responsive marketing capabilities. Moreover, social capital and organizational learning capabilities of marketing have an important impact on international marketing capabilities.

关 键 词：营销能力 影响机制 社会资本 组织学习 

分 类 号：C93[经济管理—管理学]