Research On The Influence Mechanism Of Marketing Exploration&Exploitation And Ambidexterity On Enterprise Performance

For internationalizing enterprises, the booming development of global emerging markets and environmental dynamic changes, has brought them a survival environment existing both opportunities and challenges. To cope with the increasing complexity and volatility on international market environment, companies need to adopt a dynamic view to re-examine the source of sustainable competitive advantages. On the one hand, companies need to make full use of existing resources, excavate their original advantages, and implement strategic adjustments in order to enhance the performance; on the other hand, companies should continuously break through themselves and develop new capabilities and competitive advantages. For the internationalizing enterprises in emerging markets, how can they survive and innovate in the complex and volatile international market environment? For current international marketing researchers and practitioners, to adopt appropriate marketing strategies to improve the perfomiance and the adaptability of enterprises seems to be their common focus.As two kinds of adaptive mechanisms dealing with environmental changes, the importance of exploration and exploitation has been generally accepted by organization theory scholars. Especially, to implement "both exploration and exploitation" of the ambidexterity is even considered to be one of the most appropriate strategic choices for enterprises acquiring adaptability and sustainable competitive advantages. Ambidexterity not only provides the concept and the mechanism to solve the contradiction between exploration and exploitation, but also supplies important decision-making instructions to enterprise management and practice. Currently, researches about exploration&exploitation and ambidexterity have become hot in various fields of organization and management. However, in the field of marketing, especially in the research area of enterprises international marketing researches, it lacks of the studying on exploration&exploitation and ambidexterity. For example, the concept of marketing exploration and marketing exploitation are still not united; the impacts of exploration&exploitation and ambidexterity on enterprise performance is still unknown; in-depth study about internationalizing enterprises how to achieve the duality of marketing exploration&exploitation is scarce. Therefore, this paper will introduce exploration&exploitation and ambidexterity theory into the study of international marketing. Namely, let exploration&exploitation and ambidexterity theory closely combine with the study of Chinese enterprises internationalizing practices. This is also helpful for the development of exploration&exploitation and ambidexterity in the field of marketing.This paper is written on the basis of the above practices and theories. Based on the study of the internationalization of Chinese enterprises, this paper combines exploration&exploitation and ambidexterity theory with marketing researches. After the basis of fully absorbing existing research achievements, this paper does in-depth study on the connotation and structure dimensions, performance, influence and implement path of marketing exploration and exploitation. To effectively achieve the above research goals, this paper adopts hybrid methods of combining qualitative research with quantitative research. Specifically, this paper uses literature analysis, factor analysis, regression analysis and structural equation model, and the longitudinal case study to design and put forward a series of issues to explore.The conclusions of this paper mainly include:a. marketing exploration and exploitation is the concept of enterprises marketing strategies. There are a series of marketing activities conducted by enterprises in order to adapt environmental changes. In detail, they are embodied in the exploring or exploiting activities conducted by enterprises in the field of market knowledge, marketing procedures, marketing strategies and so on. b. In the background of different environmental volatility, marketing exploration and exploitation have a positive influence on enterprises performances. So, to achieve the balance and ambidexterity of exploration and exploitation is even more conducive to enterprise performance. Any two organizing factors such as resource redundancy and market orientation have a positive effect on enterprises performance; c. Internationalizing enterprises realize the balance between marketing exploration and marketing exploitation through structural ambidexterity and cross-function ambidexterity. In "product-market" decision-making context, enterprises take the combination of exploring and exploiting activities. With the deepening of the internationalization and the knowledge accumulation, enterprises converse the order and the center of two types of activities to eventually achieve the ambidexterity of exploring and exploiting activities.The Value and innovation of this paper is mainly showed in the following aspects:first, define the analysis and the connotation of marketing exploration and marketing exploitation, put forward the structure dimension of key concepts and conduct empirical test, and deepen the concept of marketing exploration and exploitation and operational measure. Second, under the condition of fully considering contextual factors, discuss the influence of marketing exploration and marketing exploitation on enterprises performance, and clear the key factors adjusting the influence. Third, adopt dynamic research perspectives to reveal the realization path and evolution process of the ambidexterity strategy of internationalizing enterprises through case study.This paper is divided into seven parts. The concrete arrangement is as follows: the first chapter, introduction, introduces the real background and theory background, specifics this paper’s research questions and research significance, research contents and methods, technical route, and the innovation of this paper, and introduces the framework of this paper from an overall perspective. The second chapter, the theoretical basis and literature reviews, combs relative researches about exploration and exploitation in the field of organizational management study, pointedly summarizes the application and development of related theories, and makes comments according to the literature reviews and points out the enlightenment to this study. The third chapter, overall model building and research design. According to the research goals and the content of this paper, this chapter constructs integrates research model and divides research contents into three secondary researches; introduces mixed research methods and its relative ideas chosen in this paper. The fourth chapter, research on defining the concept of marketing exploration and exploitation and structural dimension. Clear its analysis level, its concept and its structural dimension, and examine its structural dimension by normative scale development process. The fifth chapter, empirical research about the influence of marketing exploration and exploitation and ambidexterity on performance. First, define and measure the concept according to312samples of Chinese internationalizing enterprises, verify the impact of marketing exploration&exploitation and ambidexterity on performance, and analyze the modeate effect of different contextual factors of organization and environment to the impact of ambidexterity on performance.The sixth Chapter6, case studies. Choose six typical enterprises such as Haier, Hisense, Cimc, Tasly, Lishen, Jin Mao as research objects. Reveal the realizing path and evolution process of internationalizing enterprises’ ambidexterity strategies. The seventh Chapter, conclusion and discussion of the paper. put forward this paper’s research contributions and management enlightenment, and point out future research direction targeting research limitations.