生而全球化公司的全球市场进入战略

近年一种新的中小型企业形式———“生而全球化的公司”出现了。这类企业针对多国市场或全球市场。生而全球化的公司有着自身重要特征。生而全球化的公司在海外国家销售产品的主要原因是其客户或竞争对手是全球化的(特别在高科技)抑或其分销方法是全球化的,比如直销或因特网销售。综合理论阐述结合案例分析生而全球化的公司的全球市场进入战略。生而全球化公司必须是思维全球化,行为当地化。必须对当地市场的变化保持灵活性的同时整合不同国家的市场策略。

The Global Market Entry Strategy of Born Global Firms

In the last decades,a new type of SMEs which aimed at multinational market or global market from birth was identified by researchers as "Born Global Firms"(Rennie,1993;Knight and Cavusgil,1996;Madsen and Servais,1997).Born global firms,with their own unique features,seek to derive a substantial proportion of its revenue from the sale of its products in international markets,mainly because their customers or opponents are running globally.This article expounds the global market entry strategy through the analysis of the real cases.These firms must think globally but act locally.In other words,they must be flexible and integrate different market strategies to develop.