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ID:348706
大小:32.50 KB
页数:5页
时间:2017-07-26
《国际营销杂志【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文翻译原文:JournalofInternationalMarketingRealizingProduct-MarketAdvantageinHigh-TechnologyInternationalNewVentures:TheMediatingRoleofAmbidextrousInnovationHughesandcolleagues’studyexaminesthepivotalroleofambidextrousinnovationinthestrategyperformancethesisoftheexportvent
2、uresofhigh-technologyinternationalnewventurefirms(INVs).Thisfollowsrecentdevelopmentsintheinternationalmarketingliteraturethatidentifyinnovationambidexterityasafundamentalenablerofinternationalsuccessinhigh-performingfirms.However,todate,theliteratureonINVshasfailedto
3、considerambidextrousinnovationinthestrategyinterplayinapproachingnewmarketsoverseas,andthereisvirtuallynoevidenceonhowINVscanachieveinnovationambidexterity.Thismatterisofconcernbecausetheabsenceofambidexterityhasbeenassociatedwithsubstandardperformanceandanincreasedri
4、skoffailurewhenINVsadaptonlynarrowlytochangesinoverseasmarketconditionsandproductinnovationdevelopmentsareinadequatelyalignedtocustomers.Buildingontheresource-basedviewofthefirm,theauthorsempiricallyexaminetherelationshipsamongcompetitivemarketstrategy,innovationambid
5、exterity,positionaladvantage,andexportventureperformance.Indoingso,theybringtogethertheexportventureperformanceparadigmandstrategyinnovationframeworktoofferanovelconceptualmodelofinnovationambidexterityandexportventureperformanceinINVs.DrawingonaquantitativestudyofMex
6、icanhightechnologyINVs,theauthorsfindthatinnovationambidexterityminesbothmarketingdifferentiationandcostleadershipadvantages,andtogethertheselinktoexportventureperformancegains.Theauthorsrevealthatmarketingdifferentiationstrategyandcostleadershipstrategypositivelyinfl
7、uencedifferentiationandcostadvantages,respectively;hybridstrategyinverselyinfluencesmarketingdifferentiationadvantage;andmarketingdifferentiationstrategyalonedrivesinnovationambidexterity.Thefindingshaveimportantimplicationsforresearchoninternationalmarketing:First,th
8、eauthorsdevelopanintegrativemodelthatunravelshowambidextrousinnovationscomeaboutandthemechanismsbywhichfirmscangainfromthem.
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