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论文编号：	14731
作者编号：	1120191046
上传时间：	2024/6/7 10:30:33
中文题目：	互联网平台企业全球扩展的前因和后果研究
英文题目：	Research on the Antecedents and Consequences of Global Scaling of Internet-Based Platform Firms
指导老师：	周建
中文关键字：	互联网平台企业；绩效反馈；全球扩展；战略导向；国际化渗透；国际化进入模式
英文关键字：	internet-based platform firms, performance feedback, global scaling, strategic orientation, international penetration, foreign entry modes
中文摘要：	在商业实践中，全球扩展正在成为企业的关键战略目标。进入二十一世纪后，在新一轮工业革命背景下，依托数字化技术、网络化技术和信息化技术，互联网平台逐渐兴起，区别于线下的产品开发平台、产业平台及技术平台，互联网平台企业能够连接双边或多边市场用户，形成新的平台经济形态。中央经济工作会议中鼓励平台企业“出海增收”，参与国际竞争，为全球用户提供高质量产品和服务，加快数字贸易、跨境电商的发展，释放出支持平台企业国际化发展的信号。然而大量互联网平台企业虽具有高速增长的潜力，但未能实现全球扩展。互联网平台企业由核心技术和互补者组成，通过平台规则和价值主张捆绑在一起。用户作为最重要的互补者，不仅是价值的接受者，还是价值的协调者和创造者，是互联网平台企业竞争优势的重要来源。而传统跨国公司的研究通常认为企业内部的知识、资源及能力塑造企业的竞争优势，促进企业国际化成长，较少关注需求侧因素——用户的影响。互联网平台企业如何在高速增长的同时，形成核心竞争优势，实现全球扩展，是实践和学术界关注的重要课题。基于现实和理论背景，本文立足需求侧视角，提出核心研究问题：互联网平台企业如何实现全球扩展？ 针对此研究问题，本文在战略导向研究的基础上，将全球扩展作为一种新的企业成长战略导向，依据企业行为理论和组织学习的双元理论，探讨了互联网平台企业高层管理团队全球扩展战略导向的形成机制，及国际化渗透结果。本文将需求侧因素——用户纳入研究框架，考察基于月活跃用户数量的绩效反馈，如何塑造互联网平台企业全球扩展战略导向；还考察了负面新闻报道对绩效反馈与全球扩展战略导向之间的调节作用。高管团队具备全球扩展的战略导向，促使企业将管理资源分配在国际化成长中，培育用户网络效应与数据网络效应，驱动全球扩展战略目标的达成，实现国际化渗透；本文还考察了探索式和利用式国际化进入模式对全球扩展战略导向与国际化渗透关系的调节作用。 本文选取2014-2023年上市的互联网平台企业作为研究对象，在绩效反馈与全球扩展战略导向、全球扩展战略导向与国际化渗透关系的研究中，分别有4966和4375个企业-月份观测值，并分别使用逻辑回归与多元回归方法进行实证检验。 研究发现：第一，企业绩效正反馈，包括历史和社会绩效正反馈，推动互联网平台企业采用全球扩展战略导向；社会绩效负反馈抑制全球扩展战略导向的形成，而历史绩效负反馈促进全球扩展战略导向的形成。负面新闻报道强化绩效正反馈对全球扩展战略导向的促进作用，同时强化社会绩效负反馈对全球扩展战略导向的抑制作用，对历史绩效负反馈与全球扩展战略导向关系的调节作用并不显著。第二，企业采用全球扩展战略导向，有助于提升其国际化渗透程度。当采用利用式的国际化进入模式时，即虚拟进入和生态系统模式，强化了全球扩展战略导向对国际化渗透的促进作用；而采用探索式的国际化进入模式时，即资本获取和创新前哨模式，未发现对全球扩展战略导向与国际化渗透关系的调节作用。 本文的创新之处主要体现在三个方面：第一，在企业增长导向和利润导向两种战略导向争论的基础之上，本文引入全球扩展战略导向，即互联网平台企业将现有的商业模式在全球范围内进行快速复制，追求在不增加相应水平成本的情况下，显著提升平台价值的战略目标。结合互联网平台企业特点，弥合了增长和利润导向之间的分歧，深化了互联网平台企业全球扩展战略导向的研究。第二，立足于互联网平台企业需求侧因素研究视角，深化了用户行为影响企业战略行为的机制研究。不同于以往研究以企业资源和能力作为成长的推动因素，本文探索了以用户月活跃数量衡量的绩效反馈，促进企业全球扩展战略导向形成的作用机制。借助企业行为理论的分析工具，推进了关于企业全球扩展战略导向需求侧因素的研究，拓展了企业行为理论的研究。第三，立足于互联网平台企业用户及数据网络效应，探索互联网平台企业全球扩展战略导向的国际化渗透效果。基于双元理论，互联网平台企业的国际化进入模式区分为探索和利用式，本文探索了两类新兴国际化进入模式对上述关系的调节效应。发现互联网平台企业采用利用式的国际化进入模式，可以增强全球扩展战略导向对国际化渗透程度的影响，深化了对互联网平台企业新兴国际化进入模式的研究。
英文摘要：	In practice, global scaling is now becoming a key strategic objective for firms. As we enter 21st century, platform economies have emerged as digital technology has developed, including ICT and internet. Internet-based platform firms are able to connect multi-sided users. It is different from product platforms, industrial platforms and technology platforms. The annual Central Economic Work Conference encourages platform firms to compete internationally and to provide high-quality products and services for global users. It is a strong signal to support the international development of platform firms. Internet-based platform firms have the potential to grow rapidly. However, most fail to scale globally. Internet-based platform firms consist of core technologies and complementarities outside the firm. They are bound together through rules and value propositions. Users, as the most important complementors, participate in the value creation of the platform. It is an important source of competitive advantage for internet-based platform firms. Traditional MNE research focuses on the supply-side factors that drive a firm to enter overseas markets with a specific entry mode, such as, the internal knowledge, resources and capabilities. They pay less attention to the demand-side factors. It is important to know how to build competitive advantages and scale globally both in practice and academia. In this sense, from a demand-side perspective, we would like to explore the question of how internet-based platform firms scale globally. Building on strategic orientation research, we consider global scaling as a new strategic orientation. To address this research question, we draw on the behavior theory of the firm and organizational ambidexterity theory. We examine how TMT members form a global scaling orientation, and the outcome. We include the demand-side factor, the user, in the research framework. We explore how performance feedback based on the number of monthly active users shapes the global scaling orientation. We also examine how the negative news report moderates the relationship between performance feedback and the global scaling orientation. The global scaling orientation of the top management team encourages firms to allocate managerial resources to international growth. With the user and data network effects, internet-based platform firms can benefit from the scale-free resources and achieve high international penetration. We also examine how the non-traditional foreign entry modes moderate the relationship between a global scaling orientation and international penetration. We collected data on listed internet-based platform firms from 2014 to 2023. There are 4966 and 4375 firm-month observations for each study. We empirically tested the theoretical framework using logistic regression and multiple linear regression. We find that, first, positive historical and social performance feedback encourage a global scaling orientation. Negative social performance feedback discourages a global scaling orientation, whereas negative historical performance feedback encourages a global scaling orientation. Negative news reports are shown to moderate the process. Negative news reports strengthen the positive relationship between positive performance feedback and the global scaling orientation, whereas strengthen the negative relationship between negative social performance feedback and the global scaling orientation. However, the negative news report doesn’t moderate the relationship between negative historical performance feedback and the global scaling orientation. Second, a global scaling orientation is shown to predict high overseas penetration. The entry modes of exploitation strengthen the relationship between the global scaling orientation and international penetration, including virtual presence and ecosystem. The entry modes of exploration do not affect the relationship between the global scaling orientation and international penetration, neither capital access nor innovation outpost. We contribute to the literature in the following aspects: firstly, we join the debate on growth-orientated or profit-orientated strategy by exploring the global scaling orientation. Global scaling orientation is viewed as a new growth strategy for internet-based platform firms. The internet-based platform firms employ a replication strategy to achieve rapid growth and enhance value creation without incurring additional costs. By introducing the global scaling orientation, we contribute new insights to the literature on strategic orientations of internet-based platform firms. Secondly, from a demand-side perspective, we are able to explore the drivers of internet-based platform firms’ global scaling orientation. In contrast to prior research that focuses on firm resources and capabilities as the primary drivers of growth, we investigate demand-side factors, specifically the number of monthly active users. Drawing on the behavior theory of the firm, we examine the impact of performance feedback on firm’s global scaling orientation. The behavior theory of the firm is extended by including the number of monthly active users as a performance measure and the global scaling orientation as an outcome. We have enhanced the understanding of the characteristics of internet-based platform firms and the formation process of the global scaling orientation. Thirdly, based on the characteristics of users and data network effects, we investigate the relationship between a global scaling orientation and international penetration. Following the classification of non-traditional foreign entry modes based on organizational ambidexterity theory, we examined how exploratory and exploitative foreign entry modes affect the relationship between a global scaling orientation and international penetration. We find that the exploitative foreign entry modes strengthen the relationship between the global scaling orientation and international penetration. It is possible to contribute new ideas to the discussion on non-traditional foreign entry modes.
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