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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제19권 제2호
발행연도
2009.1
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7 - 18 (12page)

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Against the backdrop of the increasing trend towards economic globalisation, many international firms are indicating that decisions on how to enter foreign markets remains one of the key strategic challenges confronting them. Despite the rich body of literature on the topic, the fact that these challenges have continued to dominate global marketing strategy discourses point to someevident lacunae. Accordingly, this paper considers the variables, categorised in terms of firm contexts (standardisation, market research, competition, structure, competitive advantage) and host country-contexts (economic development, cultural differences, regulation and political risk), which influence the degree of involvement of UK companies in overseas markets. Following hypotheses were drawn from literature review: H1: The greater the level of competition, the higher the degree of involvement in the overseas market. H2: The more centralised the firm’s organisation structure, the higher the degree of involvement in the overseas market. H3a: The adoption of a low cost-approach to competitive advantage will lead to a higher degree of involvement. H3b: The adoption of an innovation-approach to competitive advantage will lead to a higher degree of involvement. H3c: The adoption of a market research approach to competitive advantages will lead to a higher degree of involvement. H3d: The adoption of a breadth of strategic target-approach to competitive advantage will lead to a lower degree of involvement. H4: The higher the degree of standardisation of the international marketing mix the higher the degree of involvement. H5: The greater the degree of economic development in the host market, the higher the degree of involvement. H6: The greater the cultural differences between home and host countries, the lower the degree of involvement. H7: The greater the difference in regulations between the home country and the host country, the lower the degree of involvement. H8: The higher the political risk in the host country, the lower the degree of involvement. A questionnaire instrument was constructed using, wherever possible, validated measures of the concepts to serve the aims of this study. Following two sets of mailings, 112 usable completed questionnaires were returned. Correlation analysis and multiple regression analysis were used to analyze data. Statistically, the paper suggests that factors relating to the level of competition, competitive advantages and economic development are strong in influencing foreign market involvements. On the other hand, unexpectedly, cultural factors (especially individualism/collectivism and low and high power distance dimensions) proved to have weak moderating effects. The reason for this, in part, is due to the pervading forces of globalisation and the attendant effect on global marketing. This paper has contributed to the general literature in a way that point to two mainimplications. First, with respect to research on national systems, the study may hold out some important lessons especially for developing nations. Most of these nations are known to be actively seeking to understand what it takes to attract foreign direct investment, expand domestic market and move their economies from the margin to the mainstream global economy. Second, it should be realised that competitive conditions remain in constant flux (even in mature industries and mature economies). This implies that a range of home country factors may be as important as host country factors in explaining firms’ strategic moves and the degree of foreign market involvement. Further research can consider the impact of the home country environment on foreign market involvement decisions. Such an investigation will potentially provide further perspectives not only on the influence of national origin but also how home country effects are confounded with industry effects.

针对日益增长的经济全球化趋势的大背景，许多国际公司表示，如何进入国外市场仍然是他们面临的最主要的战略挑战之一。尽管关于这一主题有丰富的文献，但这些挑战继续统治着全球营销战略的论述的事实指出了一些明显的缺陷。因此，本文认为以公司背景而言的变量（标准化，市场研究，竞争，结构，竞争优势）和以东道国背景而言的变量（经济发展，文化差异，制度和政治风险）会影响英国公司在海外市场的介入程度。 通过文献研究提出下列假说： H1: 竞争水平越高，在海外市场的介入程度越高。 H2: 公司组织结构越集中，在海外市场的介入程度越高。 H3a: 通过低成本的竞争优势的做法将导致较高的介入程度。 H3b: 通过创新的竞争优势的做法将导致较高的介入程度。 H3c: 通过市场研究的竞争优势的做法将导致较高的介入程度。 H3d: 通过广泛的战略目标的竞争优势的做法将导致较低的介入程度。 H4: 国际营销组合的标准化越高，介入程度越高。 H5: 东道国市场的经济发展程度越高，介入程度越高。 H6: 母国和东道国之间的文化差异越大，介入程度越低。 H7: 母国和东道国之间的规章制度的差异越大，介入程度越低。 H8: 东道国政治风险越大，介入程度越低。 使用问卷调查，在可能的情况下，用概念的验证方法为本研究的目的服务。通过两套邮件，收回112份有效完整的问卷。运用相关分析和多元回归分析来分析数据。 据统计，本文发现有关竞争水平，竞争那个优势和经济发展的因素对国外市场介入有很强的影响。另一方面，出乎意料的是，文化因素（尤其是个人主义/集体主义和低和高的权利距离）被证明有弱的调节影响。这个原因部分是由于全球化普及的力量和随之而来的对全球市场营销的影响。 本文主要有两方面的启示。第一，关于国家制度的研究，本研究总结了一些重要的经验尤其是對发展中国家。大多数这些国家都知道，积极寻求理解需要采取哪些措施来吸引外国直接投资，扩大国内市场，并把他们的经济从边缘移至全球经济的主流。第二，应该意识到，竞争条件始终在不断变化（即使在成熟的产业和成熟的经济体）。这意味着一系列国内因素可能和东道国因素在解释公司的战略举措和外国市场的介入程度方面一样重要。 未来的研究可以考虑母国环境对国外市场介入决定的影响。这样的调查不仅能在国家原产地方面而且能在母国影响如何和工业影响混杂不清方面提供更多的观点。
#International business #Global marketing #Entry mode choices #Market research #Foreign market involvement

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참고문헌 (23)

참고문헌 신청
Agarwal, S. / 1992 / Choice of foreign market entry mode: impact of ownership, location and internalisation factors / Journal of International Business Studies 23 (1) : 1 ~ 2 google schola Ahmad Azmi M. Ariffin / 2006 / Corporate Meeting Destination Choice: The Effects of Organizational Structure / Journal of Global Scholars of Marketing Science(마케팅과학연구) google schola Anderson,E. / 1986 / Modes of foreign entry: a transaction cost analysis and propositions / Journal of International Business Studies 17 (3) : 1 ~ 26 google schola Barbosa, N. / 2002 / On the determinants of multinationals’ ownership preferences: evidence from Greece and Portugal / International Journal of Industrial Organization : 493 google schola Barkema,H.G. / 1996 / Foreign entry culture barriers, and learning / Strategic Management Journal : 151 ~ 166 google schola

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