国际市场营销项目的多层次调查研究

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国际市场营销项目的多层次调查研究

A multi-level investigation of international marketing projects: The roles of experiential knowledge and creativity on performance

Taewon Suha,Mueun Baeb,Hongxin Zhaoc,Seung H. Kimc,Mark J. Arnoldd

a Department of Marketing, McCoy College of Business Administration, Texas State University, 601 University Drive, San Marcos, Texas 78666, United States
b Department of Marketing, Inha University, 253 Yonghyun-Dong, Incheon, 402-751, Republic of Korea
c Boeing Institute of International Business, Cook School of Business, Saint Louis University, 3674 Lindell Blvd, St. Louis, MO 63108, United States
d Department of Marketing, Cook School of Business, Saint Louis University, 3674 Lindell Blvd, St. Louis, MO 63108, United States

Received 1 August 2006;

revised 1 October 2007;

accepted 1 August 2008.

Available online 2 April 2009.
[摘要]：这篇文章，运用一个韩国跨国公司作为样本，集中精力研究了国际市场营销计划的经验知识建构、创造性、绩效之间的关系。依靠经验知识和创造性的多层次概念化，我们的研究结果表明，当团队成员拥有更高水平的经验知识时，基于过程的创造力得到增强；但是，基于结果的创造力却既不会明显受到团队或公司层面经验知识的影响。可以推论的是，在国际市场营销项目的背景下，领域相关的行为知识很大程度上控制着他们基于过程创造力的水平（例如国外市场上的团队层面的经验知识）。这个研究结果建议，项目绩效直接取决于公司层面的经验知识和基于过程的创造性；通过基于过程创造力中介，项目绩效并不直接受到基于团队的经验知识的影响。
Abstract
This study, using a sample of Korean multinational corporations, focuses on testing the relationships between the constructs of experiential knowledge, creativity, and performance in the context of international marketing projects. Relying on a multi-level conceptualization of experiential knowledge and creativity, our findings suggest that process-based creativity is enhanced when the team members have a higher level of experiential knowledge, but outcome-based creativity is not significantly influenced by either team- or firm-level experiential knowledge. It is concluded that, in the context of international marketing projects, the domain-relevant knowledge of the actors (i.e., the team-level experiential knowledge in the foreign markets) largely governs the level of their process-based creativity. The findings also suggest that project performance is directly influenced by firm-level experiential knowledge and process-based creativity, and is indirectly influenced by team-level experiential knowledge through the mediation of process-based creativity.
[关键词]：国际市场营销；跨国企业；项目团队；创造性；绩效；经验知识
Keywords: International marketing; Multinational corporations; Project team; Creativity; Performance; Experiential knowledge

Article Outline
1. Introduction
2. Theoretical framework
2.1. Experiential knowledge and creativity: A multi-level conceptualization
2.2. The multi-level relationships of experiential knowledge and creativity
2.3. Process-based creativity vs. outcome-based creativity
2.4. Project performance and experiential knowledge
2.5. Project performance and creativity
3. Method
3.1. Instrument development and survey
3.2. Measures
3.3. Measure validation
3.4. Hypothesis-testing
4. Discussion
4.1. The impact of the multi-levels of experiential knowledge
4.2. Creativity: How to get the elusive asset
4.3. When creativity works in international projects
5. Conclusions
5.1. Implications for marketing managers
5.2. Limitations and future study
Appendix A. Measure items
References
Vitae


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关键词：国际市场营销 市场营销 调查研究 国际市场 多层次 项目 营销 国际市场 多层次 调查研究