营销能力会影响OFDI模式选择吗?——基于中国上市企业的实证检验  

Does Marketing Capability Influence OFDI Mode Selection?--An Empirical Test Based on Listed Enterprises in China

作　　者：林树哲 彭雅倩 黄荣斌[2] 范晓莹 LIN Shuzhe;PENG Yaqian;HUANG Rongbin;FAN Xiaoying(School of Economics,Jinan University,Guangzhou 510632,China;School of Economics and Commerce,Guangdong University of Technology,Guangzhou 510520,China)

机构地区：[1]暨南大学经济学院,广东广州510632 [2]广东工业大学经济与贸易学院,广东广州510520

出　　处：《东莞理工学院学报》2021年第2期69-78,共10页Journal of Dongguan University of Technology

基　　金：广东工业大学金砖国家研究中心课题“新兴经济体发展治理和合作创新”(13ZS0035)。

摘　　要：研究以2006—2015年485条对外直接投资事件为样本,Logit回归分析结果表明,营销能力越强,企业越倾向于绿地投资的进入模式。分国家样本看,存在东道国异质性。当投资东道国为发达国家,营销能力与绿地投资模式的正向关系是显著的,而在发展中国家样本中两者关系不显著。分行业样本看,存在行业异质性。对于制造业,营销能力与绿地投资的正向关系是显著的,而在非制造业样本中,检验结果不显著。且发现,文化距离对营销能力与绿地投资的关系具有负向调节效应,即文化距离越大,营销能力与绿地投资OFDI模式的正向关系将减弱,该结论在发达国家、制造业样本中同样成立。This article is to answer the question“whether the marketing capabilities of an enterprise will affect the choice of OFDI model”.The study takes 485 OFDI events from 2006 to 2015 as samples.The results Logit regression analysis show that the stronger the marketing ability,the more inclined enterprises are to enter the mode of greenfield investment.Heterogeneity of host country exists in country samples.When the host country is a developed country,the positive relationship between marketing ability and greenfield investment pattern is significant,while the relationship between marketing ability and greenfield investment pattern is not significant in the sample of developing countries.In terms of industries,industry heterogeneity will affect the empirical results.For manufacturing industry,the positive relationship between marketing ability and greenfield investment is significant,while for non-manufacturing sample,the test result is not significant.Moreover,it is found that cultural distance has a negative moderating effect on the relationship between marketing ability and greenfield investment,that is,the greater the cultural distance is,the positive relationship between marketing ability and OFDI pattern of greenfield investment will be weakened.This conclusion is also true in samples of developed countries and manufacturing industries.

关 键 词：营销能力 对外直接投资 OFDI模式 文化距离 

分 类 号：F125[经济管理—世界经济]