《进入国外市场》PPT课件

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1、Chapter9EnteringForeignMarkets第六章对外直接投资2Institutions,resources,andforeignmarketentriesInstitution-basedviewResource-basedviewForeignMarketEntries:WhereWhenHowWheretoenter?3Twosetsofconsiderationsdrivethelocationofforeignentries:(1)strategicgoalsand

2、,(2)culturalandinstitutiondistance.Location-specificAdvantagesandStrategicGoals4Location-specificadvantages:Favorablelocationsincertaincountriesmaygivefirmsoperatingthereanadvantage.NaturalseekingMarketseekingEfficiencyseekingInnovationseekingNatural

3、seeking5Firms’questtopursuenaturalresourcesincertainlocation.Advantages:Possessionofnaturalresourcesandrelatedtransportandcommunicationinfrastructure.Example:OilinMiddleEast,RussiaMarketseeking6Firms’questtogoaftercountriesthatofferstrongdemandforthe

4、irproductsandservices.Advantages:Abundanceofstrongmarketdemandandcustomerswillingtopay.Example:SeafoodinJapanEfficiencyseeking7Firms’questtosingleoutthemostefficientlocationsfeaturingacombinationofscaleeconomiesandlowcostfactorsAdvantages:Economiesof

5、scaleandabundanceoflow-costfactorsExample:ManufacturinginChinaInnovationseeking8Firmtargetcountriesandregionsrenownedforgeneratingworld-classinnovations.Advantages:Abundanceofinnovativeindividuals,firms,anduniversities.Example:ITinsiliconvalley;finan

6、cialservicesinNewYork;aerospaceinRussiaCultural/InstitutionalDistancesandForeignEntryLocations9Culturedistance:thedifferencebetweentwoculturesalongsomeidentifiabledimensions(suchasindividualism).Institutionaldistance:theextentofsimilarityordissimilar

7、itybetweentheregulatory,normative,andcognitiveinstitutionsoftwocountriesWhentoenter?First-moverLate-mover101983.4.112013.12.16Firstmoveradvantages11Firstmoversmaygainadvantagethroughproprietarytechnology.Firstmoversmaymakepreemptiveinvestments.Firstm

8、oversmayerectsignificantentrybarriersforlateentrant,suchascustomerswitchingcosts.(B2C&B2B)Intensedomesticcompetitionmaydrivesomenondominantfirmstoseekfortunesabroadtoavoidclashingwithdominantfirmsheadonintheirhomemarket.Firstmoversmaybuildpreciousrel