Rebecca's Experience In International Business Research,

To accord with globalization spreading all over the world, the internationalization should be a definite choice for small and medium enterprises (SMEs) under the new ecnomical condition and the integrative trend of globlal economy. As the leader enterprise of the wig industry, Rebecca cooperation has entered the internation market from 90s, and now over 97% of its revenue was achieved in overseas market, which sucessful international orerating experiece can provide Chinese SMEs some elicitation.The article studies the internationalization operating experience of Rebecca cooperation, which composes of three parts:The first part (chapter 2) reviews the theories of enterprise internationalization. The model of internationalizational internal and external affiliation, the model of enviorinmental influence, core competency and value chain of international production theory were discussed in this part.The second part analyzes the internal and external environment of Rebecca'a international operation. This part composes with chapter 3 and chapter 4. Chapter 3 collects general information of Rebecca, which is including breif introduction of cooperation, the sales volume of the latest three years, orgniational structure, administeration mechanism and culture of cooperation. Chapter 4 introduces the situation of wig industry and the competition status of China and world wig manufacturing industry.The third part of this article analyzes the Rebecca's international operation experices. In this part, Rebecca's developing process is reviewed. Based on the process, Rebbeca's international operation fell into three successive phases. Following is the summary of the succesful internal operating. Starting with the analyzation of internal and external environmental influencing aspects in the thress phases, the detailed international operation in different phases is analysed. Finallly the elicitation is sumarised and listed for other SMEs' reference.