1、外文翻译原文JOURNALOFINTERNATIONALMARKETINGREALIZINGPRODUCTMARKETADVANTAGEINHIGHTECHNOLOGYINTERNATIONALNEWVENTURESTHEMEDIATINGROLEOFAMBIDEXTROUSINNOVATIONHUGHESANDCOLLEAGUESSTUDYEXAMINESTHEPIVOTALROLEOFAMBIDEXTROUSINNOVATIONINTHESTRATEGYPERFORMANCETHESISOFTHEEXPORTVENTURESOFHIGHTECHNOLOGYINTERNATIONALNEWV
2、ENTUREFIRMSINVSTHISFOLLOWSRECENTDEVELOPMENTSINTHEINTERNATIONALMARKETINGLITERATURETHATIDENTIFYINNOVATIONAMBIDEXTERITYASAFUNDAMENTALENABLEROFINTERNATIONALSUCCESSINHIGHPERFORMINGFIRMSHOWEVER,TODATE,THELITERATUREONINVSHASFAILEDTOCONSIDERAMBIDEXTROUSINNOVATIONINTHESTRATEGYINTERPLAYINAPPROACHINGNEWMARKETS
3、OVERSEAS,ANDTHEREISVIRTUALLYNOEVIDENCEONHOWINVSCANACHIEVEINNOVATIONAMBIDEXTERITYTHISMATTERISOFCONCERNBECAUSETHEABSENCEOFAMBIDEXTERITYHASBEENASSOCIATEDWITHSUBSTANDARDPERFORMANCEANDANINCREASEDRISKOFFAILUREWHENINVSADAPTONLYNARROWLYTOCHANGESINOVERSEASMARKETCONDITIONSANDPRODUCTINNOVATIONDEVELOPMENTSAREIN
4、ADEQUATELYALIGNEDTOCUSTOMERSBUILDINGONTHERESOURCEBASEDVIEWOFTHEFIRM,THEAUTHORSEMPIRICALLYEXAMINETHERELATIONSHIPSAMONGCOMPETITIVEMARKETSTRATEGY,INNOVATIONAMBIDEXTERITY,POSITIONALADVANTAGE,ANDEXPORTVENTUREPERFORMANCEINDOINGSO,THEYBRINGTOGETHERTHEEXPORTVENTUREPERFORMANCEPARADIGMANDSTRATEGYINNOVATIONFRA
5、MEWORKTOOFFERANOVELCONCEPTUALMODELOFINNOVATIONAMBIDEXTERITYANDEXPORTVENTUREPERFORMANCEININVSDRAWINGONAQUANTITATIVESTUDYOFMEXICANHIGHTECHNOLOGYINVS,THEAUTHORSFINDTHATINNOVATIONAMBIDEXTERITYMINESBOTHMARKETINGDIFFERENTIATIONANDCOSTLEADERSHIPADVANTAGES,ANDTOGETHERTHESELINKTOEXPORTVENTUREPERFORMANCEGAINS
6、THEAUTHORSREVEALTHATMARKETINGDIFFERENTIATIONSTRATEGYANDCOSTLEADERSHIPSTRATEGYPOSITIVELYINFLUENCEDIFFERENTIATIONANDCOSTADVANTAGES,RESPECTIVELYHYBRIDSTRATEGYINVERSELYINFLUENCESMARKETINGDIFFERENTIATIONADVANTAGEANDMARKETINGDIFFERENTIATIONSTRATEGYALONEDRIVESINNOVATIONAMBIDEXTERITYTHEFINDINGSHAVEIMPORTANT
7、IMPLICATIONSFORRESEARCHONINTERNATIONALMARKETINGFIRST,THEAUTHORSDEVELOPANINTEGRATIVEMODELTHATUNRAVELSHOWAMBIDEXTROUSINNOVATIONSCOMEABOUTANDTHEMECHANISMSBYWHICHFIRMSCANGAINFROMTHEMSECOND,THEYREPORTONTHEINTERPLAYBETWEENCOMPETITIVEMARKETINGSTRATEGIESANDINNOVATIONAMBIDEXTERITYTODEMONSTRATEHOWINNOVATIONAM
8、BIDEXTERITYCANPREVENTTHECOMPETINGAWAYOFPOSITIONALADVANTAGESTHIRD,THEYADMINISTERTHESTUDYINTHECONTEXTOFHIGHTECHNOLOGY“BORNREGIONAL”INVSTHUS,THERESULTSSPEAKTOANIMPORTANTSETOFFIRMSHITHERTOIGNOREDINTHEINNOVATIONAMBIDEXTERITYDEBATEFOURTH,THEYDISAGGREGATECOMPETITIVESTRATEGIESANDPOSITIONALADVANTAGESTOEXPLAI
9、NTHECOMPLEXITYOFTHEIREFFECTSONINNOVATIONAMBIDEXTERITYANDEXPORTVENTUREPERFORMANCEGOINGGLOBALWITHINNOVATIONSFROMEMERGINGECONOMIESINVESTMENTINCUSTOMERSUPPORTCAPABILITIESPAYSOFFTHEPATTERNSOFINTERNATIONALIZATIONAREUNDERGOINGPROFOUNDCHANGESASANEWCENTURYUNFOLDSENTREPRENEURIALNEWVENTURESFROMEMERGINGECONOMIE
10、SAREINCREASINGLYLAUNCHINGTHEIRINNOVATIVEPRODUCTSWITHINTERNATIONALMARKETSINMINDKHAVULANDCOLLEAGUESEXAMINEHOWINNOVATIVENEWVENTURESFROMEMERGINGECONOMIESHARVESTTHELEARNINGANDPERFORMANCEOUTCOMESOFENTERINGTHEGLOBALMARKETPLACETHERESULTSSHOWTHATINVESTMENTSININTERNATIONALCUSTOMERSUPPORTCAPABILITIESPLAYATRANS
11、FORMATIVE,MEDIATINGROLEINTHEINTERNATIONALIZATIONPROCESSSPECIFICALLY,USINGASAMPLEOFFIRMSFROMINDIAANDCHINA,THESTUDYSHOWSTHATWHENENTREPRENEURIALFIRMSFROMEMERGINGECONOMIESPOSSESSBOTHPROPRIETARYTECHNOLOGYANDSTRATEGICINTENTTOINTERNATIONALIZE,THEYINVESTININTERNATIONALCUSTOMERSUPPORTCAPABILITIESOVERTIME,SUC
12、HINVESTMENTSIMPROVEORGANIZATIONALLEARNINGANDPERFORMANCEININTERNATIONALMARKETSTHESTUDYEMPHASIZESTHATINVESTMENTININTERNATIONALCUSTOMERSUPPORTCAPABILITIESISCRITICALFORTHESUCCESSOFENTREPRENEURIALFIRMSFROMEMERGINGMARKETSGIVENTHATENTREPRENEURIALFIRMSFROMEMERGINGMARKETSFACEMANYOBSTACLESANDLIABILITIESWHENTH
13、EYINTERNATIONALIZE,INVESTMENTININTERNATIONALCUSTOMERSUPPORTCAPABILITIESCANUNDERPINTHEIRCAPACITYTOLEARNFROMEARLYEXPERIENCESWITHINTERNATIONALCUSTOMERSANDCANIMPROVETHEIRPERFORMANCEOUTCOMESTHEFINDINGSSUGGESTTHATINNOVATIVEFIRMSSHOULDDEVELOPADEEPCONNECTIONTOTHEIRCUSTOMERSASPARTANDPARCELOFTHEIRINTERNATIONA
14、LMARKETINGSTRATEGYASADYNAMICCAPABILITY,INTERNATIONALCUSTOMERSUPPORTALSOBRIDGESTHEGAPBETWEENTECHNOLOGY,INTENTIONS,ANDOUTCOMESINTHEGLOBALMARKETPLACE,BECOMINGASUCCESSFULINNOVATORREQUIRESINTENTIONALITYANDINVESTMENTINDYNAMICCAPABILITIES,WHICHENABLETHEFIRMTOCOORDINATE,DEPLOY,ANDRECONFIGUREITSRESOURCESINVE
15、STMENTININTERNATIONALCUSTOMERSUPPORTCAPABILITIESSIGNALSTHATTHEFIRMINTENDSTOCREATEVALUEANDISCOMMITTEDTOUNDERSTANDINGCUSTOMERNEEDSINTHEPRESENTANDTHEFUTUREITOPENSTHEEXCHANGERELATIONSHIPANDCREATESOPPORTUNITIESFORTHEFIRMANDITSCUSTOMERSTOJOINTLYSHAPETHEFUTUREDIRECTIONOFTHEINNOVATIONANDITSVALUEPROPOSITIONI
16、NSUMMARY,SUCHINVESTMENTSINDICATEACUSTOMERCENTRICAPPROACHTOMARKETINGANDPOSITIONINTERNATIONALCUSTOMERSUPPORTASAFUNDAMENTALMARKETINGISSUEEXTENDINGTHEENVIRONMENTSTRATEGYPERFORMANCEFRAMEWORKTHEROLESOFMULTINATIONALCORPORATIONNETWORKSTRENGTH,MARKETRESPONSIVENESS,ANDPRODUCTINNOVATIONBUILDINGONTHETRADITIONAL
17、ENVIRONMENTSTRATEGYPERFORMANCEFRAMEWORK,LEEEXAMINESTWODOMINANTMARKETINGSTRATEGIESIE,MARKETRESPONSIVENESSANDPRODUCTINNOVATIONTHATFOREIGNFIRMSDEPLOYTOMANAGEBOTHMARKETANDTECHNOLOGICALTURBULENCEINTHEIRHOSTCOUNTRYTHISRESEARCHFURTHEREXPLORESTHEROLEOFMULTINATIONALCORPORATIONMNCNETWORKSTRENGTHINANATTEMPTTOE
18、XPANDTHEBOUNDARYCONDITIONSOFTHEENVIRONMENTSTRATEGYPERFORMANCEFRAMEWORKINPARTICULAR,DRAWINGONNETWORKTHEORY,THEAUTHOREXAMINESWHENAFOREIGNFIRMCANUSEITSMNCNETWORKSTRENGTHTOBUFFERMARKETTURBULENCEANDTECHNOLOGICALTURBULENCEANDWHENTHEFOREIGNFIRMCANUSEITTOREINFORCETHEPOSITIVEIMPACTOFMARKETRESPONSIVENESSANDPR
19、ODUCTINNOVATIONONFIRMPERFORMANCEUSINGSURVEYDATACOLLECTEDFROM140FOREIGNFIRMSINCHINA,THEAUTHORILLUSTRATESTHATDIFFERENTENVIRONMENTALSEGMENTSAFFECTMARKETRESPONSIVENESSANDPRODUCTINNOVATIONUNEQUALLYTHERESULTSINDICATETHATBOTHMARKETANDTECHNOLOGICALTURBULENCELEADFOREIGNFIRMSTOFOCUSONMARKETRESPONSIVENESS,WHER
20、EASONLYTECHNOLOGICALTURBULENCEDETERMINESPRODUCTINNOVATIONREGARDINGTHEROLEOFMNCNETWORKSTRENGTH,THERESULTSSHOWTHATITCANBEABUFFERALTERNATIVETOMARKETINGSTRATEGICPOSTURESINDEALINGWITHMARKETTURBULENCEANDGENERATINGPOSITIVEPERFORMANCEOUTCOMESINADDITION,ALTHOUGHMNCNETWORKSTRENGTHCANINFLUENCETHERELATIONSHIPBE
21、TWEENMARKETINGSTRATEGICPOSTURESANDFIRMPERFORMANCE,THESTUDYSHOWSTHATITENTAILSACHARACTERISTICTHATCANPRODUCEMIXEDEFFECTSONTHEONEHAND,MNCNETWORKSTRENGTHREINFORCESTHEPOSITIVEIMPACTOFMARKETRESPONSIVENESSONFIRMPERFORMANCEONTHEOTHERHAND,ITTURNSTHEIMPACTOFPRODUCTINNOVATIONONFIRMPERFORMANCEFROMPOSITIVETONEGAT
22、IVE,SUGGESTINGTHATAFOREIGNFIRMSHOULDNOTRELYONTHECOLLECTIVEWISDOMOFITSNETWORKMEMBERS,BECAUSETHISMAYCREATEINERTIATOCHANGEANDFURTHERPREVENTTHEFOREIGNFIRMFROMIDENTIFYINGBREAKTHROUGHTECHNOLOGIESANDREALIZINGOPPORTUNITIESBECAUSETHECOSTOFNETWORKINGOUTWEIGHSITSBENEFITSINTHEPRESENCEOFTECHNOLOGICALTURBULENCE,T
23、HECONSIDERATIONOFBUILDINGMNCNETWORKSTRENGTHMAYBECOMEIRRELEVANTFORFOREIGNFIRMSATTEMPTINGTODEALWITHFREQUENTTECHNOLOGICALCHANGESINCHINASOURCEJOURNALOFINTERNATIONALMARKETINGVOLUME18/NUMBER4/2010EDITORINCHIEFDAVIDAGRIFFITHMICHIGANSTATEUNIVERSITY译文国际营销杂志实现高技术的国际创新企业的产品市场优势双元创新的中介作用。休斯和同事的研究探讨表现在高科技出口企业的国际
24、新风险投资公司（INVS）其战略的关键作用是灵巧创新。作为一个在高绩效企业的国际成功的根本推动者这是继在国际市场的最新发展文献标识是创新平衡。然而，迄今为止，对在处理新的海外市场灵巧的创新问题上，INVS没有考虑到在该战略的相互作用，INVS几乎没有任何关于如何可以实现创新的证据。当标准性能和失败的风险增加时，因为缺乏创新平衡的问题，INVS只狭义适应海外市场的发展情况和产品创新，为客户的充分发展变化得到一致的关注充分。作者实证研究市场竞争策略，创新双巧手，位置优势，出口企业绩效的关系，在该公司建立资源基础观点。这样做，他们汇集出口企业的绩效模式和战略创新的框架，提供了一种新的创新，创新平衡和
25、出口INVS创业企业绩效的概念模型。在墨西哥高科技INVS定量研究图纸上，作者发现问题的同时，发现出口企业创新营销、创新平衡分化和成本领先优势链接性能提高了。作者发现，市场差异化战略和成本领先战略，分别为差异化战略产生积极的影响，成本领先战略产生成本优势，差异化战略与市场营销创新及创新平衡处于独立状态。该发现或许可以对国际行销研究起到重要的作用第一，作者开发一个综合模型，来揭开企业能够从中获得关于如何灵巧的创新和机制。第二，他们的报告是有关竞争力的营销策略和创新的相互作用，演示如何创新双巧手可以防止竞争优势的位置。第三，INVS高科技研究管理中的“诞生区域”。因此，结果发言，重要的一组创新公司
26、迄今在辩论中被忽略的创新平衡。第四，分解竞争策略和位置优势，解释了创新创业创新平衡和出口表现影响的复杂性。伴随创新从新兴经济走向全球支持客户在投资保障的回报能力国际化的格局正在发生深刻的变化，作为新世纪的展开。越来越多的来自新兴经济体制在国际市场上富有创新精神的企业家推出新的产品。KHAVUL和同事们研究如何从新兴经济体制的企业收获创新学习的业绩成果进入全球市场。结果表明，在投资支持国际客户的能力中，起到调解和转型的作用具体来说，使用了来自印度和中国的公司为样本，研究表明，当他们在投资支持国际客户的能力时，来自新兴经济体制的创业型企业都拥有专利技术和国际化的战略意图。随着时间的推移，在国际市场
27、这种投资表现为组织学习和提高。该研究强调，为来自新兴市场创业企业在投资支持国际客户的能力对成功至关重要。鉴于新兴市场的创业公司面临许多障碍，负债时，国际化，国际客户支持能力的投资可以巩固他们的学习能力与国际客户从早期经验，可以提高它们的性能结果。调查结果表明，创新型企业应制定一个深刻的联系给客户包括部分和整体国际营销战略。作为一个充满活力的能力，国际客户的支持也成了意图，技术和结果之间差距。在全球市场，成为一个成功的创新意向，在动态能力需要意向和投资，这使该公司协调、部署和重新配置资源支持国际客户能力的信号，公司拟投资创造价值，致力于在现在和未来了解客户和投资需要。它打开了交流关系，并为公司创
28、造了与客户共同塑造未来的创新方向和自己的价值主张的机会。总之，这样的投资表明以客户为中心的营销方式为营销根本立场。扩大环境战略的高性能框架跨国公司的网络优势，市场反应的作用，与产品创新建立在传统环境的战略，业绩框架，李检查两个主要的营销战略（即市场反应能力和产品创新），外国公司来管理部署在东道国的市场和技术的动荡。本研究进一步探讨了跨国公司（MNC）与网络优势，企图以扩大环境战略，业绩框架的边界条件方面的作用。笔者考察时，特别是在网络理论绘画，外国公司可以利用其网络优势跨国公司来缓冲市场动荡，动荡和技术时，外国公司可以用它来加强对市场反应积极的影响和对企业绩效的产品创新。在中国利用从140家外
29、资企业调查的数据，笔者说明了不同的环境领域影响市场反应能力和产品创新不平等。结果表明，市场和技术动荡导致外国公司对市场反应的焦点，而只有技术动荡确定产品创新。关于跨国公司网络力量的作用，结果表明，它可以是一个缓冲的替代市场在处理市场动荡和产生积极的业绩成果的战略姿态。此外，虽然网络的力量能够影响跨国公司之间的营销战略态势和企业绩效的关系，研究表明，它需要一个特点，可以产生复杂的影响。一方面，跨国公司网络优势产生的市场应变能力加强了对企业绩效的积极影响。另一方面，事实证明，从积极的产品创新对企业绩效的影响是为负的，这表明外国公司不应依赖其网络成员的集体智慧，因为这可能会造成惯性改变和进一步防止外国公司从识别技术，实现突破的机会。由于网络的成本大于在技术动荡的存在的好处，企图在中国的外国公司的处理技术变化频繁，跨国公司网络的建设力量的考虑可能变得无足轻重。出处国际市场营销，行政大卫格里菲斯密歇根州立大学18页2010编辑
