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1、118HarvardBusinessReviewNovember2010TheGlobephotography:StefanoG.Pavesi/Contrasto/ReduxThesurprisingglobalsuccessofSpanishcompaniesprovesthevalueofgoodold-fashionednetworking.byMauroF.GuillénandEstebanGarcía-CanalCountlesscompaniesfromemergingeconomieshesitatetojumpintointern
2、ationalmarkets—especiallythoseinthedevelopedworld—becausetheyseethemselvesashopelesslyflawed.Whilemanyareeverybitassavvyandprofit-orientedastraditionalmultinationals,they’repainfullyawarethattheydon’thavecutting-edgetechnologies,dominantbrands,ornovelproducts.Andtheprocessofb
3、uildingthosekindsofadvantageslookslonganddaunting,evenforcompaniesthatpossessthenecessarycapital.Sotheyremainathome,profitablebutunabletoliveuptotheirfullpotential—andvulnerabletoforeigncompetitors.Yetthere’sreallynogoodreasontheyshouldsitonthesidelinesofglobalcompetition.Our
4、researchshowsthatcompanieslackingstrongtechnologicalknowledgeorbrandassetscanstillsucceedinoverseasmarketsbydrawingonothercapabilities.Ifthey’resmartabouthowandwheretheyventureabroad,globalhopefulscansucceedbyharnessingmundanecapabilities,suchaspeopleskillsandoperationalknow-
5、how,thatthey’vebeenhoningathomeforyears.AlookatsomeofSpain’smultinationalsshowshow.AlthoughtheSpanisheconomysouredduringtheworldwidedownturn,withGDPdecliningandunemploymenthoveringaround20%,HowtoConquerNewMarketswithOldSkillsABOVETheworld’sbiggestbridal-wearmaker,Pronovias,is
6、oneofSpain’s2,000multinationals.Itsells480,000dresseseachyearandhasapresencein75countries.manyofthecountry’sapproximately2,000multinationalsarethrivingabroad,eveninwealthyeconomies,withouttechnologicalorbrand-relatedadvantages.InexaminingtheinternationalexpansionofSpanishfirm
7、soverthepast25years,wefoundthattheleadersusedacquisitionstoextendtheirreachbutfocusedthemonjustafewindustriesandgeographicareas.Theythenstrengthenedtheirpositionsbydrawingontheirhomegrownpoliticalandnetworkingskills,projectexecutionknowledge,andverticalintegrationexpertise—ca
8、pabilitiesthatmanycompaniesinemergingmarketsalsopossess.Intheprocess
