دانلود رایگان مقاله دیدگاه طرف تقاضا در کسب و کار بین المللی

ABSTRACT

Demand-side perspectives represent a burgeoning research area in the fields of technology innovation, entrepreneurship and strategic management, yet are only at an early stage in the field of international business. Demand-side research looks outside the focal organization toward consumers and product markets to explain managers' strategic decisions — decisions that increase value created within a value system by emphasizing: consumer benefits experienced; thematic similarity (i.e., products and services that are used in performance of the same activity); value systems/ecosystems rather than a single focal organization only; and value creation for consumers rather than value capture for a firm. Demand-side research can be valuable for expanding the strategic actions available to multinational organizations and international social enterprises by integrating geographical expansion and business diversification in ways that can create the most value for heterogeneous end users both across and within national boundaries. This adds conceptual complexity to the international business field by raising international consumer issues to the strategic level – with, for example, investments in mergers and acquisitions and strategic alliances – rather than the more typical single-business or functional marketing levels. This added complexity has the potential to extend international business theories in new ways.

6. Conclusion

Demand-side perspectives bring new opportunities for research in international business. Concepts that are useful for future research highlighted in this article include the notions of consumer benefits experienced, thematic similarity, and value systems, as well as anemphasis on value creation rather than value capture. Our review of the existing international business literature suggests that central demand-side themes thus far have centered on consumer characteristics and consumption patterns and their implications for the strategies of multinational organizations. Complementing this literature, the articles in this special issue make important contributions by examining advantages of exporting firms as a result of exposure to different consumers, implications of host country local demand for the internationalization process, and international strategies related to business ecosystems. Several promising avenues for future research on demand-side themes in international business discussed in this article include consumer heterogeneity among and within nations as well as international innovation ecosystems. Future research in international business involving multinational organizations as well as international social enterprises has new opportunities for theory development by considering demand-side perspectives.