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讲座:Institution, Standardization, and Firm Performance across Host Markets

宣布者:营销系    宣布时候:2021-06-15

题 目:Institution, Standardization, and Firm Performance across Host Markets

嘉 宾:杨志林  传授  香港都会大学商学院

掌管人:刘    益  传授  上海交通大学安泰经济与办理学院

时 间:2021621日(周一)14:00-15:30

地 点:上海交通大学 徐汇校区 安泰楼A503

内容简介:

How do MNCs learn from their very first host market and carry over to another market? Predicated on organizational learning theory, this study examines inter-institutional relationships, standardization of marketing program, and firm performance across host markets. Our empirical investigation finds that, regardless of host market, similarity of institutional environments leads to standardization of marketing program. Standardization strategy of the first host market encourages firms to adopt a similar marketing program in the second host market. As predicted by this learning effect, standardization of marketing program enhances firm performance in the second host market, but not in the first host market. In line with the performance loop principle, performance in the first host market exerts a positive effect on the second host market performance.

报告人简介

杨志林,香港都会大学商学院市场营销学系传授,现任华人营销学者协会主席。在国际英文学术刊物颁发了近百篇论文。2013年获香港都会大学的大学研讨出色奖及商学院研讨出色奖。现任Asian Journal of Business Research的主编,European Journal of Marketing副主编,并担负过5SSCI期刊的特刊主编。开办及倡议中国市场营销国际学术年会(2013年起至今) 与中国贸易文明与办理学术集会(2011年起至今)

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