二代浙商天生国际化企业外部网络资源对企业绩效的影响——双元能力调节效应分析  

Effects of the External Network Resources of the 2nd Generation Zhejiang Merchants Born- global Enterprises' on Enterprise Performance——Ambidexterity Moderating Effects

作　　者：侯旻[1] 顾春梅[1] 

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018

出　　处：《商业经济与管理》2016年第3期75-87,共13页Journal of Business Economics

基　　金：国家自然科学基金青年基金项目"双边市场环境下个体风险决策行为的影响机制研究--基于交叉市场网络效应的分析"(71402167);浙江省哲学社会科学研究基地浙商研究中心项目"浙商二代创业中天生国际化企业营销策略选择机制研究"(14JDZS02YB)

摘　　要：许多二代浙商企业采用了天生国际化发展模式,在国际市场开发与经营中,企业资源对营销策略选择和经营绩效的影响是重要的研究课题。文章通过调查问卷,得到56个企业样本,采用置换验证方法,得到如下结论:家族资源的利用明显地提升出口绩效满意度;二代浙商自身资源负向的影响出口绩效满意度;家族资源使用可以促使企业使用品牌化策略;企业的双元能力明显地提升家族资源、自身资源对出口绩效的满意度。二代浙商天生国际化企业在经营过程中,家族企业的各类资源均有可能成为企业机会,品牌化策略是他们更优的选择。同时,企业需要拥有探索与利用的组织能力,并尽力实现两种能力的平衡和联合,对于企业的长期可持续性发展有明显的助益。Numerous Zhejiang merchants of the second generation adopt Born-Global development format. During the process of exploitation and operation for international markets,the effect of enterprise sources for the choice of marketing strategy and management performance is an important academic topic. With the help of questionnaires,56 enterprise samples are included in the permutation test. The results reveal that the use of family resources could significantly promote the degree of satisfaction in export performance of enterprises; self resources influence on the degree of satisfaction in the export performance of enterprises negatively; the use of family resources could lead the Born-Global enterprises of Zhejiang merchants of the second generation to adopt the brand strategy; enterprises＇ ambidexterity could significantly affect the family resources and self resources to promote the degree of satisfaction in export performance of enterprises. During the period of Born-Global enterprises operation of Zhejiang merchants of the second generation,family enterprises＇ various resources could be the opportunity of enterprises and brand strategy is the better choice for such en-terprises. Meanwhile,no matter whether using the family enterprises＇ resources or the self resources,enterprises must be in possession of organizational ability of exploration and exploitation,exerting all efforts to achieve the balance and cooperation of the two capacities,which significantly contributes to the long-term sustainable development of enterprises.

关 键 词：天生国际化 营销策略 双元能力 二代浙商 

分 类 号：F717[经济管理—产业经济]