The Mechanism Of Marketing Dynamic Capabilities During Internationalization Of China Domestic Firms

In recent years,with the development of China,s economy,a large number of companies began to implement reverse intermationalization.However,the reality is very cruel.In recent 10 years,Chinese companies which expand overseas have high failure rate,especially in the mature market in developed countries.Facing market which is of a wide range of detailed rules and complicated environment,Chinese companies can,t deal with it.How do Chinese companies go abroad?What capabilities should these companies have?The traditional theories of intermational research did not explain this reverse intermationalization effectively.For a long time,classical theories which are used to explain the enterprise internationalization from developed countries to developing countries or underdeveloped countries had their basic premise that is multinational companies which is moving first have an absolute advantage in a particular resource or capability.They can release their advantage through internationalization to obtain super profits.However,compared with the internationalization of companies in the developed countries,companies from developing or underdeveloped countries usually did not have absolute advantages in technology,market and so on.Thus,it is necessary for doing research in reverse intermationalization.The paper considers a very important reason of high failure rate of Chinese companies,internationalization fate is the lack of internationalization capabilities,especially the marketing dynamic capabilities.As the marketing dynamic capabilities can help Chinese companies enter the international market,and acquire international market knowledge effectively and achieve sales advantage.Under the background of the companies' internationalization,on the base of knowledge based view,this article tries to uncover the formation mechanism of the marketing dynamic capabilities.So this article establishes the process which from knowledge dimension(including the market knowledge width and market knowledge depth)to the use of knowledge integration mechanism,and then to form marketing dynamic capabilities.Specifically,the study focuses on the following aspects:(1)through reviewing the theoretical basis of the impact of companies' internationalization,dynamic capabilities,knowledge management and knowledge absorb,knowledge integration mechanism,organization structure and organization culture which belongs to organization capabilities,marketing dynamic capabilities,the paper f6nd research gap in the existing research.Then,the paper define the concept of the internalization of China companies,the market knowledge dimensions(that is market knowledge width and depth),marketing dynamic capabilities which are important for the next part;(2)based on the above theoretical analysis,we put forward the theoretical and empirical model about how market knowledge dimension of China companies which in internationalization influence marketing dynamic capabilities through knowledge integration mechanism.At the same time,the direct and indirect mechanism which from market knowledge width and depth to marketing dynamic capabilities are provided.Through a sample of 104 Chinese companies which are in internationalization,we use statistical software such as SPSS20.0,LISREL8.7 and bootstrapping technique to do data analysis,and adopt the SEM model and multilevel regression method to do empirical research.So,we further explain the mechanism which from market knowledge dimension to marketing dynamic capabilities for Chins internationalization enterprises.At the same time,explain the moderator mechanism of formalization,departmentalization and learning culture between market knowledge dimensions and knowledge integration mechanism.Based on the above-mentioned analysis,this dissertation reaches the following main conclusions:First,the broader the market knowledge,the greater is the use of knowledge integration mechanisms.The broader the market knowledge of Chinese companies,they will use the corresponding knowledge integration mechanism to speed up the spread of knowledge within the organization,and added to the exits knowledge base.Second,the more use of the knowledge integration mechanism,the better the marketing dynamic capabilities.Chinese companies can translate implicit knowledge into explicit knowledge through the use of knowledge integration mechanism,so as to improve the companies' marketing dynamic capabilities.Third,the analysis results show that the use of the knowledge integration mechanism mediated the effects of market knowledge breadth on the marketing dynamic capabilities.By increasing the breadth of the use of the knowledge integration mechanism,market knowledge can improve the marketing dynamic capabilities.Fourth,the formalization moderated the role of market knowledge breadth on the use of knowledge integration mechanisms.With the same market knowledge breadth,the more formalization,the stronger of the impact of market knowledge on the use of knowledge integration mechanisms and vice versa;The effect of market knowledge breadth on the use of knowledge integration mechanisms is not affected by departmentalization;The effect of market knowledge breadth on the use of knowledge integration mechanisms is not affected by learning culture;The market knowledge dqPth has no effect on the use of the knowledge integration mechanism and marketing dynamic capabilities.The above conclusions develop the explanation the process of marketing dynamic capabilities which from knowledge to capabilities,and tries to make some innovation in the following fields:Specially,the thesis develops at three aspects:(1)the paper uncovers the mechanism of marketing dynamic capabilities.With the traditional resource based view,many scholars study the direct influence which from resources to the enterprise marketing dynamic capabilities,they believe that enterprises gain complementary resources required by intermational marketing dynamic capabilities,so as to enhance the internationalization of enterprises,then enhance the enterprise innovation performance.However,the traditional resource based view has defect,it did not explain what resource is important to marketing dynamic capabilities,at the same time it did not uncover the mediate mechanism between resources and marketing dynamic capabilities.This study based on the knowledge view,further clarifies the importance of the type of the resource-knowledge.We believe that Chinese enterpnse internationalization can improve marketing dynamic capabilities,mainly because these companies use knowledge integration mechanism to integrate the internal and external of enterprises to enhance marketing dynamic capabilities.Therefore,the study does a useful supplement on the research of enterprise knowledge to marketing dynamic capabilities' transition;(2)the paper expands the theoretical boundary of enterprise internationalization.Firstly,the traditional research which are on enterprise internationalization mainly focus on the motivation and process.This study focus on transition mechanism of marketing dynamic capabilities under the background of China enterprise reverse internalization,thus making up for the defects of the previous international theories;secondly,most of the former research of marketing dynamic capabilities used the case study method,especially the single case,this cannot constitute a universal theory.This paper,based on situational factors of China enterprises' intermationalization,chose large scale investigation;found that the influence of market dimension to marketing dynamic capabilities is different with the use of knowledge integration mechanism.The findings add to the theory explanation of the Chinese companies' intermationalization,and can help discover the inner mechanism of the marketing dynamic capabilities.Finally,the current research on the internationalization of companies mainly concentrated in developed countries,the paper did research in reverse internationalization,which can further expand the boundary of companies' internationalization theory.(3)This paper enriches the related research marketing dynamic capabilities.The current research which about marketing dynamic capabilities mainly focus on the connotation and extension,do less in empirical investigation.This study enriches the transition mechanism of marketing dynamic capabilities,discusses the impact of market knowledge dimensions to the enterprise marketing dynamic capabilities,and divides into market knowledge dimensions into market knowledge width and market knowledge depth,so examines the influence of market knowledge width and market knowledge depth to marketing dynamic capabilities,this reflects the level of market knowledge and has certain significance of theory innovation.The research conclusion also has a certain practical significance.To Chinese companies which in reverse intermationalization,managers should be aware of the importance of building intermationalization capabilities,especially the marketing dynamic capabilities.They also should realize that posess only knowledge can't build capabilities.They have to establishe the corresponding knowledge integration mechanism to translate and integrate knowledge absorbed in the process of internationalization.