管理者国际化认知对营销动态能力演化影响的案例研究

摘要

Taking Neusoft Corporation as a classical case and according to the 20 years internationalization process of it, our research studies the links between managers' cognition and capability evolution. We found that international cognitions of top managers such as international intention and culture intelligence are key factors to development of marketing dynamic capability. Specifically, the cognitions influence the stages of capability establishment, improvement and transferring of capability evolvement. We put forward the model for relation between managers' cognition and capability evolution.%选取东软集团进行典型案例研究,以公司20年的国际化发展历程为时间脉络,探讨管理者国际化认知与营销动态能力演化过程之间的联系.研究发现,在企业国际化进程中,管理者国际化认知(包括国际注意力和文化智力)是影响营销动态能力形成的重要因素,并影响企业能力演化的能力形成、能力提升和能力转移3个阶段,进而提出了管理者国际化认知与营销动态能力演化过程的作用关系模型.