动态核心能力在反向国际化品牌战略中的作用  

Effects of Dynamic Core Competences on Own Brand Strategy in Reverse Internationalization

作　　者：覃大嘉[1] 刘人怀[2,3] 杨东进[4] 崔鼎昌 呼玲妍 杨颖[1] 

机构地区：[1]杭州电子科技大学管理学院,杭州310018 [2]暨南大学战略管理研究中心,广州510632 [3]杭州电子科技大学创新与发展研究院,杭州310012 [4]暨南大学管理学院,广州510632 [5]广西梧州中恒集团股份有限公司,广西梧州543000

出　　处：《管理科学》2017年第2期27-38,共12页Journal of Management Science

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)~~

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。Given the crucial challenges of upgrading facing Chinese manufacturing, ＂the conduct of own brand strategy to under-take Reverse Internationalization＂ by Chinese global startup original equipment manufacturers（OEMs） has become a focal topic in the domain of strategy and innovation. While most previous research still mainly focuses on the upgrading strategies of large manufacturers, this study integrates Western capability theory and China＇s unique institutional environment, particularly probing into the own brand strategy employed by small-and medium-sized manufacturers in the context of reverse internationalization con- text. From the perspective of global value chain（ GVC）, the literature review first highlighted that Guanxi network and local mar- ket knowledge are the key local resources for Chinese global startup OEMs in reverse internationalization. Then three dynamic core competences ＂technological innovation capability, international marketing capability and advanced manufacturing capability＂ were identified. Referring to LU et al.＇s （2010） resource-capability-performance strategic framework, the research model and 6 hypotheses were proposed. Based on the data from 202 sample OEMs, the structured equation modeling, path analysis and nes- ted-model approach were used to do statistical analysis. The findings manifested that in terms of Chinese global startup OEMs, the three dynamic core competences（ technological in- novation, international marketing and advanced manufacturing capabilities） mediate the relationships between the key local re- sources and the conduct of own brand strategy in reverse internationalization. Moreover, in terms of control variables, the stabili- ty of local market could significantly influence the performance of the own brand strategy. In sum, our results elucidate how small and medium-sized OEMs employ the three core competences established in export market to convert critical resources into the selling of own brand products in domestic markets under

关 键 词：动态核心能力 反向国际化品牌战略 自主品牌 天生国际化 代工 

分 类 号：F270[经济管理—企业管理]