作为跨国公司的小企业克服障碍与寻找机遇课件

SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunities作为跨国公司的小企业：克服障碍与寻找机遇朱吉庆博士讲师 harveyzjq@126.comLearningObjectivesUnderstandthebasicdefinitionsofsmallbusinessandentrepreneurshipExplainhowsmallbusinessescanbeginasglobalstart-upsorfollowthestagesofinternationalizationUnderstandhowsmallbusinessescanovercomebarrierstointernationalization2SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesLearningObjectivesIdentifywhenasmallbusinessorentrepreneursshouldconsidergoinginternationalUnderstandhowsmallbusinessesorentrepreneurscanfindcustomers,partners,ordistributorsaboardUnderstandhownewventurewedgestrategiescanbeusedinforeignmarketsUnderstandfactorsdrivingentrepreneurshipataninternationallevel3SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesWhatIsaSmallBusiness?“Small”business–manydefinitionsUN:lessthan500employeesThepopularpress:lessthan100employeesU.S.smallbusinessadministrationhasmorecomplexdefinitions-Definitionvariesbyindustry,salesrevenue,andthenumberofpeople4SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesWhatIsaSmallBusiness?“Small”businesses-Over98%businessesinEurope,N.America,andJapan-Employmorethan50%oflocalpopulations-Producenearly50%ofthecountries’GNPs-Createmorethan2/3ofnewjobs5SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesInternationalizationandtheSmallBusinessTwomodels-Smallbusinessstagemodel:processoffollowingincrementalstagesofinternationalization-Globalstart-uporBorn-globalfirm:companythatbeginsasamultinationalcompany6SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSmallBusinessStageModel:SixStagesStage1:Passiveexporting-CompanyfillsinternationalordersbutdoesnotseekexportbusinessStage2:Exportmanagement-Specificallyseekingexports—usuallyrelyonindirectexportingStage3.Exportdepartment-Significantresourcesdedicatedtoseekincreasedsalesfromexports

7SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSmallBusinessStageModelStage4:Salesbranches-HighdemandjustifiessettinguplocalsalesofficeStage5:Productionabroad-Uselicensing,jointventuresofdirectinvestment-DifficultstagebecauseoftheriskoffailureStage6:Thetransnational-Developglobalintegratednetwork8SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSmallBusinessGlobalStart-uporBorn-GlobalFirmsKeyelementsfavoringglobalstart-ups-Dispersedhumanresources-Internationalsourcesofventurecapital-Theexistenceofaglobaldemand-Thelackofageographicallyprotectedmarket-Thenecessityofworldwidesalestosupporttheventure-Thepotentialtoavoidlaterresistancetointernationalization9SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.1:MajorDifferencesonKeyAspectsofTheTraditionalInternationalizationStagesbetweenBorn-GlobalFirms10SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSmallBusinessE-CommerceWebsitesofferarapidwaytogointernationalWebsiteconfiguredfore-commerceislowcostQuickwaytosellacrossnationalborders11SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesAdvantagesofSmall-BusinessE-CommerceAbilityofsmallfirmstocompetewithothercompaniesCreatesthepossibilityandopportunityformorediversepeopletostartabusinessConvenientandeasywayofdoingbusinessLowcosttocompeteMakesdomesticproductsavailableinothercountriesUtilizetheInternethavehigherrevenues12SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesChallengesofSmall-Business

E-CommerceManagingupgradesLanguagebarriersShippingandreturnsAssuringsecurityforaWebsiteFraudulentactivitiesonlineReceivinginternationalpaymentsCostsrequiredtomaintainthesiteFindingandretrainingqualifiedemployees13SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesOvercomingSmall-BusinessBarrierstoInternationalizationLiabilitiesofnewness:alargepercentageofnewbusinessesfailwithinayearLiabilitiesofsize:lackofscaletoproducegoodsorservicesasefficientlyaslargercompanies14SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesOvercomingSmall-BusinessBarrierstoInternationalizationManagers’limitedinternationalexperienceManagers’negativeattitudes-Beliefthatventuretooriskyandnotprofitable-Competitionseenasdomestic-Ignoringofinternationalopportunities15SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesDevelopingaSmall-BusinessGlobalCultureGlobalculture:managerialandworkervaluesthatviewstrategicopportunitiesasglobalandnotjustdomesticFrameworktounderstandinternationaloperations16SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSmall-BusinessGlobalCultureCharacteristicsofdecisionmakersaffectingdevelopmentofaglobalculture-Perceivedpsychicdistancetoforeignmarkets-Internationalexperience-Riskaversion-Overallattitudestowardinternationalstrategies17SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesDevelopingaSmall-BusinessGlobalCultureChangingattitudesofkeydecisionmakers-Beingcloseincultureandgeography-Overcomeskepticismregardingtheinternationalmarkets-Positiveattitudesmorenecessaryforglobalstart-ups18SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.2:AttitudinalDifferencesConcerningInternationalization19SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesDutiesandthePersonalLifeoftheSmall-BusinessCEOForsmallfirm,openingnewmarketsisCEO’sresponsibility.CEOmustbearsocialandbusinesscosts-Increasedtravelandstressfromundertakinganewventure-Canadverselyaffectfamilylife-Takesawayfromthedailymanagement20SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.3:TrainingandKnowledgeNeedsofSmallFirmCEOsEnteringInternationalization21SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSizeandSmallBusinessInternationalizationSizebarriertointernationalization-LargerfirmshavemoreresourcestosupportinternationaloperationsSizeisanissueonlyintheinternationalizationdecision,however.Eventually,internationalsalesintensityofsmallfirmsexceedthatofbigfirms.-Internationalsalesintensity:amountofinternationalsalesdividedbytotalsalesofthecompany22SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSmallBusinessAdvantageSpeedbecomesthesmallbusinessadvantage-Fasterinnovation-Canchangeproductsandinternaloperationsfaster-Speedcanovercomesizedisadvantages-Largerfirmsmustoftenovercomebureaucraticprocedures23SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesTheFuture:FallingBarriersforSmallBusinessesBarriersarebecomingeasiertoovercomeGovernmentsupportprogramsforsmallbusinessesareincreasingTradeagreementsaremakingtradeeasierIncreaseinsmallbusinessesengagedininternationaloperationsalsomakesiteasier24SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesWhenShouldaSmallBusinessGoInternational?Ifthefollowingquestionsareansweredpositively,smallbusinessisready.-Dowehaveaglobalproductorservice?-Dowehavethemanagerial,organizational,andfinancialresourcestointernationalize?-Istherewillingnesstocommitresourcestofacetherisksofinternationalization?-Isthereacountryinwhichthecompanyfeelscomfortabledoingbusiness?25SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesWhenShouldaSmallBusinessGoInternational?(cont.)-Isthereaprofitablemarketforproductorservice?-Whichcountryshouldbeentered?-Dowehaveauniqueproduct/servicethatisnoteasilycopiedbymultinationalsorlocalentrepreneurs?-Dolocationadvantagesexistupstreaminthevaluechain?-Canweaffordnottobeamultinational?26SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.4:QuestionstoConsiderintheSmallBusinessDecisiontoGoInternational27SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.5StepsinPickinga

ForeignMarket28SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesGettingConnectedtotheInternationalMarketParticipationstrategies-Sameparticipationoptionsaslargerfirms-Exporting,licensing,jointventures,andforeigndirectinvestment-Mostsmallbusinessesoftenemphasizeexporting29SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesFindingCustomersandPartners:CustomerContactTechniquesTradeshowsCatalogexpositionsInternationaladvertisingagenciesandconsultingfirmsGovernment-sponsoredtrademissionsDirectcontact30SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.6:SelectedU.S.GovernmentProgramsforMakingInternationalContacts31SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.7:InternationalTradeLeads:AWebSampler32SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.7:InternationalTradeLeads:AWebSampler33SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesExhibit7.7:InternationalTradeLeads:AWebSampler34SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesReadytoGoandConnected:ASynopsisFindingtherightoverseaspartner:themostimportantstepFindagoodwedgetobreakintoanewmarket35SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesNew-VentureStrategiesforSmallMultinationalCompaniesEntrywedge:company’scompetitiveadvantagesforbreakingintotheestablishedpatternofcommercialactivity36SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesNewProductorServiceandFirst-MoverAdvantageBeingthefirsttointroduceaproductorservice-Mustbeinnovative-MustbecomprehensiveMustmeetcustomerexpectationsinareassuchaswarrantyandexpectedcomponentsTechnologicalleadership—mostcommonsource -Beingfirsttouseorintroduceanewtechnology37SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesNewProductorServiceandFirst-MoverAdvantageHavefirstsaccesstonaturalandsocialresources -CanchoosethebestlocationsCanhavethebestaccesstosocialrelationships-Leadtothepersonalcontactstobuildeffectivechannelsofdistribution-Leadtotrustandcommitmentfrombusinesspartnersandcustomers38SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesNewProductorServiceandFirst-MoverAdvantageSwitchingcosts:occurwhencustomersfacesomelossinturningtoacompetitor’sproducts-becauseofbrandloyalty,manycustomersmaynotwanttofacethediscomfortofswitchingtoanotherbrandofaproductorservice39SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesCopycatBusinessCopycatBusiness-The“metoo”strategy-Adoptexistingproductsorservices-Findanicheorslightinnovationtoattractcustomers40SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesSuccessfulCopycatMovesBethefirsttoanewstandardGoafterthetoughestcustomersPlaytodifferentcustomerneedsTransferthelocationBecomeadedicatedsupplierordistributorSeekabandonedorignoredmarketsAcquireexistingbusiness41SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesInternationalEntrepreneurshipEntrepreneur:personwhocreatesnewventuresthatseekprofitandgrowth-FacesrisksanduncertaintyofnewanduntestedbusinessNewventures:enteringanewmarket-Offeranewproductorservices-Introduceanewmethodtechnologyorinnovativeuseofrawmaterials42SmallBusinessasMultinationalCompanies:OvercomingBarriersandFindingOpportunitiesInternationalEntrepreneurshipInternationalEntrepreneurship:referstothe“discovery,evaluationandexploitationofmarketopportunities.”43SmallBusinessasMultinationalCompanies:OvercomingBarrie