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本文以相关学者提出的跨国零售商学习效应的理论框架为基础,通过对塔斯科(Tesco)海外扩张实践的总结,来剖析零售国际化经验中内部战略过程、外部战略过程及内部运营职能三个维度的具体内容。内部战略过程包括零售商海外市场选择、进入模式选择、海外市场撤退以及对海外市场控制方面的经验;外部战略过程包括竞争者导向的经验和政府管制经验;内部运营职能包括人力资本经验、资本运作经验、营销与沟通经验以及全球采购经验等。对于这三个维度经验的累积与学习,是学习效应的重要组成部分,对跨国零售商海外市场扩张的行为及业绩都有着直接的影响。
Based on the theoretical framework of multinational retailers’ learning effect proposed by relevant scholars, this paper analyzes the internal strategic process, external strategic process and internal operation function of retail internationalization experience through the summary of Tesco’s overseas expansion practice The specific content of the dimension. Internal strategic processes include retailer overseas market selection, entry mode selection, overseas market retreat and experience in controlling overseas markets; external strategic processes include competitor-oriented experience and government regulatory experience; internal operational functions include human capital experience, capital operation Experience, marketing and communication experience and global purchasing experience. The accumulation and learning of experience in these three dimensions is an important part of the learning effect and has a direct impact on the behavior and performance of multinational retailers in expanding overseas markets.