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کد محصول: M756
سال نشر: ۲۰۱۸
نام ناشر (پایگاه داده): الزویر
نام مجله: RAUSP Management Journal
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۳ صفحه PDF
تعداد صفحه ترجمه فارسی: ۲۴ صفحه word
قیمت فایل ترجمه شده: ۲۲۰۰۰ تومان
عنوان فارسی:
مقاله ترجمه شده : روابط مشتری و وابستگی متقابل در فرایند بین المللی شدن شرکت
عنوان انگلیسی:
Customer relationships and interdependences in the internationalization process of the firm
چکیده فارسی:
در این مقاله، تأثیر روابط مشتری را در وابستگی های متقابل بین اهداف بین المللی شرکت تجزیه و تحلیل می کنیم. ما یک مطالعه ی موردی کیفی را با نگاه به گذشته برای فرآیند بین المللی سازی یک شرکت جهانی در یک کشور نوظهور ایجاد می نماییم. بر اساس داده های گسترده جمع آوری شده ، ما متوجه شدیم که روابط مشتری باعث رشد شرکت در خارج از کشور می شود، و همچنین رشد شرکت تحت تاثیر حرکات بعدی آن(مشتری) قرار دارد این در حالی اتفاق می افتد که شرکت بیش از یک بازار خارجی را در دست دارد. روابط مشتری از طریق وابستگی های متقابل بین اهداف بین المللی شرکت، آن را قادر می سازد که به طور همزمان در پنج بازار خارجی مختلف در کمتر از یک دهه به تکامل برسد. این به مفهوم جدیدی از فرایند بین المللی شدن شرکت اشاره داردکه شامل بسیاری از وابستگی های متقابل اهداف بین المللی می باشد
کلید واژگان : روابط مشتری, وابستگی متقابل, اهداف بین المللی, فرایند بین المللی شدن, شبکه ها
Abstract
In this article, we analyze the influence of customer relationships in driving interdependences between the firm’s international trajectories. We built a qualitative, backward-looking embedded case study of the internationalization process of a born-global firm from an emerging country. Based on an extensive data collection, we found that customer relationships drove the firm abroad, as well as affected its subsequent moves, both taking place in overlapping networks that spanned more than one foreign market. That is, customer relationships through interdependences between the firm’s international trajectories enabled it to simultaneously footprint and evolve in five different foreign markets in less than a decade. This points out to a new conceptualization of the internationalization process of the firm as comprising a multitude of interdependent international trajectories.
Keywords Customer relationships; Interdependence; International trajectory; Internationalization process; Networks
Introduction
A number of scholars concede that networks matter in the internationalization process of the firm (Hohenthal et al., 2014 ; Johanson and Vahlne, 2009), be the firm a born-global (Zander, McDougall-Covin, & Rose, 2015), a small or medium-sized firm (Hilmersson, 2013) or even a multinational corporation (Johanson and Kao, 2015 ; Vahlne and Johanson, 2013). For instance, Figueira-de-Lemos, Johanson and Vahlne (2011) suggest that networks lessen the risks associated with foreign expansion. Kontinen and Ojala (2011) and Chandra, Styles and Wilkinson (2012) put forward that networks are positively correlated with sensing and seizing international opportunities whereas Johanson and Mattsson (1988) advance the idea that domestic networks can be used as bridges to foreign networks.
Networks are usually heterogeneous (Ranganathan and Rosenkopf, 2014 ; Shipilov and Li, 2012). Here this means that the network benefits that accrue to the internationalizing firm are contingent on the types of relationships that form the network. As a result, it is likely that differences arise between interpersonal and interorganizational relationships in the internationalization process of the firm (Ellis, 2011). Likewise, relationships with customers are likely to provide benefits that are hardly sourced from relationships with suppliers (Andersen and Buvik, 2002 ; Blomstermo et al., 2001). We then select interorganizational relationships between the firm and its customers for closer scrutiny (Oberg, 2014 ; Zhang et al., 2014).
Research on the internationalization of the firm has long highlighted that this type of relationship, henceforth customer relationships, can pull the firm into foreign markets through the client-followership mechanism (Kipping, 1998 ; Majkgård and Sharma, 1998). Customer relationships are also suggested to influence the choice of foreign markets (Axelsson and Johanson, 1992 ; Hilmersson and Jansson, 2012). Moreover, they are usually viewed as the most important source of experiential knowledge in the internationalization process of the firm (Coviello, 2006 ; Sandberg, 2014), thus positively affecting the development of the firm in a particular foreign market (Figueira-de-Lemos et al., 2011; Johanson and Vahlne, 1977 ; Johanson and Vahlne, 2009).
In this article, we suggest that customer relationships can act also as a driver of interdependences in the internationalization process of the firm. Precisely, we propose that customer relationships propel some of the international trajectories of the firm to become dependent on each other (Nachum & Song, 2011). The interdependence between the firm’s international trajectories means that a given trajectory of the firm that unfolds in a particular foreign market influences and is influenced by another trajectory of the firm that evolves in a rather different foreign market (Clark and Mallory, 1997 ; Kutschker et al., 1997). As a result, the internationalization process of the firm as a whole will be the outcome of interdependent international trajectories driven by customer relationships (Maitland, Rose, & Nicholas, 2005).