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论文编号：	4543
作者编号：	1120080727
上传时间：	2012/6/18 16:58:41
中文题目：	合法性下制度距离对中国跨国公司国际市场进入模式的影响研究
英文题目：	A Study of the Effect of Institutional Distance on International Market Entry Mode of Chinese Multinational Company under the Legitimacy
指导老师：	吴晓云 教授
中文关键字：	合法性，制度距离，进入模式，中国跨国公司
英文关键字：	Legitimacy, Institutional Distance, Entry Mode, Chinese Multinational Company
中文摘要：	作为世界经济活动中最活跃的参与者，跨国公司在进入东道国市场时，面临着与国内迥然有别的管制、规范和认知制度环境。母国与东道国之间制度环境的差异往往使得跨国公司处于外来者劣势，即相对于仅在国内运营的企业而言，跨国公司在东道国市场上运营时将面临更大的风险，承担更高的成本。更重要的是，由于所开展的组织惯例往往难以获得东道国制度环境中利益相关者的认可和接受，跨国公司在东道国市场上获取合法性存在较大的困难，这进而影响到其在东道国市场上的生存与发展。而且，跨国公司一旦选择了进入模式后，就相应地确定了分支机构的组织结构和制度安排，这些组织结构和制度安排在其后续运营中往往难以更改，将会对跨国公司在东道国市场上的战略和绩效产生持续而深远的影响。鉴于进入模式的重要性及其影响的深远性，在国家之间复杂的环境差异下，如何选择合适的进入模式就成为跨国公司国际化进程中首先要解决的问题。 针对国家之间制度环境差异所造成的跨国公司处于外来者劣势这一现实问题，现有研究也指出，跨国公司可以选择合适的进入模式以进行规避。然而，纵观体现国家之间制度环境差异的制度距离影响跨国公司国际市场进入模式的研究可知，现有研究未能从实证角度全面地考察制度距离的三个维度（管制距离、规范距离和认知距离）对跨国公司国际市场进入模式的影响；忽视了国际经验等变量在制度距离影响跨国公司国际市场进入模式中的调节作用；而且，进入模式研究中也存在着制度距离悖论现象。需要强调的是，对于国际化程度较低和经验相对较少的中国跨国公司而言，制度距离所造成的外来者劣势将更加突出，而现有文献缺乏以中国跨国公司为研究对象的分析，制度距离下中国跨国公司如何选择合适的进入模式亟需科学、合理的理论指导。 鉴于此，为回应制度距离下跨国公司如何选择国际市场进入模式的重要现实问题，并弥补该领域研究的不足，本文将研究主题界定为：依据新兴经济体制度转型以及转型过程中制度与网络关系互动的特点，在构建的由制度基础观、资源基础观和网络基础观所形成的整合分析框架基础上，以跨国公司在东道国的组织场域为分析单位，从权变视角出发，以合法性为机理，分析了管制距离、规范距离和认知距离对中国跨国公司国际市场进入模式两阶段（并购/绿地、合资/独资）选择的影响，并进一步验证了国际经验、环境适应能力和企业社会资本对管制距离、规范距离和认知距离影响跨国公司国际市场进入模式两阶段选择的调节作用，从而明晰制度距离不同维度对中国跨国公司国际市场进入模式选择的影响。 围绕着所确定的研究主题，本文主要开展了以下几项工作：（1）系统地梳理了制度理论的研究视角及其合法性基础，全面地厘清了制度距离和进入模式领域的相关研究。（2）汲取权变理论和组织场域理论的思想，并结合所提出的适用于研究新兴经济体企业国际化的战略三角模型，构建了合法性视角的制度距离影响跨国公司国际市场进入模式两阶段选择的概念模型，并就制度距离下跨国公司如何选择国际市场进入模式以规避难以获取合法性的劣势，以及国际经验、环境适应能力和企业社会资本的调节作用提出了相应的假设。（3）为了获取高质量的数据，设计了规范的调研流程，在确定调研对象、受访者以及样本的基础上，依据专家的建议，对本研究所涉及的变量进行了测量，就所开发的测量量表进行了预调研和修正，采用正式问卷进行了历时四个月的调研，最终获得了178份有效样本。（4）分析了有效样本的基本特征，并就所涉及的变量测量量表进行了描述性统计分析，采用AMOS17.0和SPSS16.0软件检验了测量量表的信度和效度，在此基础上采用Logistic回归分析就所提出的假设进行了检验。 在研究结果的基础上，本文得出了四点研究结论：（1）国家之间制度环境差异显著地影响了中国跨国公司国际市场进入模式的选择，即相对于绿地模式而言，规范距离或认知距离越远，跨国公司更偏好于选择并购模式进入东道国市场；相对于独资模式而言，管制距离、规范距离或认知距离越远，跨国公司更偏好于选择合资模式进入东道国市场。（2）国际经验、环境适应能力和企业社会资本不同程度地调节了管制距离、规范距离和认知距离对中国跨国公司国际市场进入模式的影响，表明存在距离“桥接”变量调节了制度距离对跨国公司国际市场进入模式以及其他国际化战略的影响。（3）进一步来看，鉴于制度距离三个维度对中国跨国公司国际市场进入模式的影响存在差异，制度距离与调节变量的交互作用对进入模式的影响也存在差异，因此，需要全面地考察管制距离、规范距离，尤其是认知距离在国际市场进入模式以及其他国际化领域的研究。（4）权变视角有利于解决跨国公司国际市场进入模式中的制度距离悖论，这对于解决国际市场进入模式中的其他悖论也有可借鉴之处。 这些研究结论对于中国跨国公司的管理者有着重要的启示，体现在：一方面，管理者在选择国际市场进入模式时，应关注国家之间制度环境的差异，不仅要了解母国的管制、规范和认知制度环境，更要了解东道国的管制、规范和认知环境。另一方面，管理者要注重企业国际经验的积累、环境适应能力的提高，并注重在东道国建立广泛而牢固的网络关系，这有利于降低制度距离所造成的外来者劣势。此外，鉴于本研究所涉及的四种国际市场进入模式均是股权模式，为了在东道国获取合法性，跨国公司往往需要放弃一部分股权，而此时，管理者可以采用非股权的因素提高控制力，诸如获取所进入市场利益相关者的信任，提高谈判能力，签订和执行有利于自身发展的合同和契约等。 概括来说，本研究的理论贡献涉及到四个方面：（1）鉴于新兴经济体制度转型以及转型过程中制度与网络关系互动的特点，构建了适用于研究新兴经济体企业国际化的战略三角模型，即由制度基础观、资源基础观和网络基础观所构成的整合分析框架。（2）就制度距离的研究进行了系统地梳理，厘清了制度距离的界定和构成维度，强调了合法性是制度距离所造成的主要外来者劣势，并开发了管制距离、规范距离和认知距离测量量表，以全面地考察制度距离三个维度对跨国公司国际市场进入模式的影响。（3）从国际市场进入模式的理论基础、内涵、特性、分类及其影响因素等方面系统地梳理了该领域的研究，并指出进入模式不仅具有控制、资源承诺程度等内部特性，也具有与外界环境中的利益相关者交互的外部特性。（4）纳入认知距离，并结合制度距离“桥接”变量，从权变视角出发，完善了制度距离影响跨国公司国际市场进入模式的研究，尤其是以中国跨国公司为研究对象，为国际学术界提供了来自于中国的证据，丰富了该领域的研究。
英文摘要：	As the most active participant in the world economic activity, when entering the market of the host country, the multinational company is facing the regulatory, normative and cognitive institutional environment which is different from that of domestic environment. The difference of institutional environment between home country and host country often makes the multinational company suffer the liability of foreignness, namely, relative to the enterprise operating at home only, the multinational company faces greater risk, and suffers greater cost. More importantly, multinational company’ practice in the host market is always difficult to be recognized and accepted by the stakeholders and the multinational company always has difficulty in obtaining legal status in the host market, which in turn has an important impact on the its survival and development in host market. Moreover, as long as the entry mode is chosen, the corresponding organizational structure and institutional arrangement of the branch are determined, which is difficult to be changed in the subsequent operation and will have persistent and far-reaching impact on the multinational company’ strategy and performance in the host country market. In view of the importance and far-reaching influence of the entry mode, how to choose the appropriate entry mode for the multinational company in the process of internationalization has become the first problem to be solved in the complex environment difference between countries. As for the liability of foreignness facing the multinational company caused by the difference of the institutional environment between countries, there are literatures which indicate that, the multinational company can choose the appropriate entry mode to avoid this problem. However, after reviewing the literatures about the entry mode from the perspective of institutional distance which embodies the difference of the institutional environment between countries, we can see that, the existing research has not comprehensively investigated the impact of the three dimensions of institutional distance, namely the regulatory distance, the normative distance and the cognitive distance, on the entry mode choice of the multinational company. Also, scholars have ignored the moderating effect of international experience and other factors on the relationship between institutional distance and entry mode choice. Moreover, there is a paradox in the research about the entry mode from the perspective of institutional distance. It needs to be emphasized that, for Chinese multinational company, whose international degree is low and whose international experience is scarce, the liability of foreignness facing Chinese multinational company caused by institutional distance is more serious. However, there’s few research on this topic, which takes Chinese multinational company as the object. It is evident that, Chinese multinational company urgently needs scientific and reasonable theory to guide them to choose the appropriate entry mode under institutional distance. Based on this, in response to the important practical problem of choosing the entry mode from the angle of institutional distance, and to make up for the lack of research in this field, this paper’s theme is as follow: According to the characteristics of Emerging Economy’s institutional transition and the interaction between the institution and network relationship in the process of institutional transition, based on the foundation of integrated analysis frame consisting of institution theory, social network theory and resource-based theory, taking the organization field of the multinational company in the host as the analysis unit and the legitimacy as the mechanism, from the contingency perspective, this paper analyzes the influence of regulatory distance, the normative distance and the cognitive distance on the two-phase choosing (namely Mergers and Acquisitions/Green-field, Joint Venture/Wholly Owned Subsidiary) of international market entry mode of Chinese multinational company; and further examines the moderating effect of international experience, environment adapting ability and corporate social capital on the relationship between the three dimensions of institutional distance and the international market entry mode. Around the research theme above, this paper carries out the following work: Firstly, it systematically sorts out the research perspectives of institution theory and its legitimacy basis, and reviews the literatures of institutional distance and entry mode comprehensively. Secondly, drawing on contingency theory and organization field theory, combining with the strategy tripod model which is applicable to the research on the internationalization of the enterprise in the Emerging Economy, this paper constructs the concept model of the influence of institutional distance on the two-phase international market entry mode choice of the multinational company from the legitimacy perspective, and puts forward the corresponding hypotheses about how to choose international market entry mode to avoid the difficulty in obtaining legitimacy, and the moderating effect of international experience, environment adapting ability, and corporate social capital. Thirdly, in order to obtain high-quality data, this paper designs specific investigation process, and on the basis of determining the research object, the respondent as well as the sample, according to the suggestions of the experts, the paper measures the variables, carries out the pilot test and modifies the developed measurement scale to gain the formal questionnaires; after four months, 178 valid samples are obtained eventually. Fourthly, this paper analyzes the characteristics of the valid samples, and makes the descriptive statistical analysis of the variables involved; using AMOS17.0 and SPSS16.0, this paper tests the reliability and validity of the measurement scale, and then tests the proposed hypotheses through Logistic regression analysis. Based on the results, this paper draws four conclusions as follow: Firstly, the difference of the institutional environment between countries significantly influences the international market entry mode choice of Chinese multinational company. Relative to the Green-field, the farther of normative distance or cognitive distance, the more likely for the multinational company to choose the Mergers and Acquisitions to enter into the market of the host country; Relative to Wholly Owned Subsidiary, the farther of regulatory distance, normative distance or cognitive distance, the more likely for the multinational company to choose Joint Venture to enter into the market of the host country. Secondly, international experience, environment adapting ability, and corporate social capital moderate the influence of regulatory distance, normative distance or cognitive distance on the international market entry mode of Chinese multinational company, suggesting the existence of institutional distance “bridging” variables which moderate the influence of institutional distance on the international market entry mode of the multinational company and other international strategy. Thirdly, given the different influence of the three dimensions of institutional distance on the entry mode, and the interaction effect of institutional distance and moderators on the entry mode, it is further needed to explore the influence of regulatory distance, normative distance, especially cognitive distance on the entry mode and international strategies comprehensively. Fourthly, the contingency perspective is helpful to solve the institutional distance paradox in the research of international market entry mode, and it also provides the helpful perspective to solve other paradoxes in the research of entry mode. These findings have important implications for the manager of Chinese multinational company as follow: On one hand, when choosing the entry mode, managers should have the knowledge of the difference of institutional environment between countries, which means managers should not only have the knowledge of regulatory, normative, cognitive institutional environment of the home country, but also that of the host country. On the other hand, managers should pay attention to the accumulation of international experience and the establishment of environment adapting ability, and the construction of a broad and solid network with kinds of stakeholders in host country to reduce the liability of foreignness caused by institutional distance. In addition, given the four different entry modes involved in this study are all ownership modes, in order to obtain the legitimacy in the host, the multinational company tends to give up a part of the share. But at this time, in order to improve the control power, managers can use other methods besides the share, such as obtaining the trust of the stakeholders in market, improving the bargaining power, or signing and enforce beneficial contracts and agreements. In general, the theoretical contributions of this paper refer to four aspects: Firstly, given the institution transformation of Emerging Economy and the interaction between the institution and network relationship in the transition process, this paper constructs the strategy tripod model which is applicable to the research on the internationalization of the enterprise in Emerging Economy, namely the integrated analysis frame consisting of institution theory, social network theory and resource-based theory. Secondly, this paper systematically summarizes the research on institutional distance, clarifies the definition and the dimensions of institutional distance, emphasizes that the legitimacy is the major liability of foreignness caused by institutional distance, and develops the measurement scale of regulatory distance, normative distance and cognitive distance in order to explore the influence of the three dimensions of institutional distance on enterprise’s internationalization strategy comprehensively. Thirdly, this paper comprehensively reviews theoretical basis, connotation, characteristics, classification and influencing factor of the international market entry mode, and points out that the entry mode not only has control, resource commitment and other internal characteristics and also has external characteristics embodied in the interaction with the stakeholders in external environment. Fourthly, incorporating cognitive distance, combining with the distance “bridging” variables, and from the contingency perspective, this paper complements the research on the international market entry mode for multinational company under the institutional distance; especially, it takes Chinese multinational company as the object to provide the evidences from China on this topic for the international academic community and enriches the research in this field.
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