Clavel San Emeterio Mónica, Juaneda-Ayensa Emma, Fernández-Ortiz Rubén
University of La Rioja, Spain.
Heliyon. 2020 Jan 6;6(1):e03148. doi: 10.1016/j.heliyon.2019.e03148. eCollection 2020 Jan.
For some decades researchers have studied the internationalization strategy of businesses from different perspectives and using various theories. However, the literature on internationalization is fragmented and further studies are needed to analyze holistically and quantitatively how different types of companies develop their internationalization strategies. In this study we intend to analyze holistically how relationship networks affect the internationalization strategies adopted by businesses in the wine sector. We use PLS-SEM and multigroup analysis to analyze the moderating effect that being a born global company can have on the influence of relationship networks in gradually developing an internationalization strategy. The results show that some factors, such as bargaining power, number of distributors, the variety of distribution channels, company prestige, and brand awareness positively influence the gradualness of the internationalization strategies of all companies in the sector, while relationships with clients and national and international competitors have a negative influence on the gradualness of the development of the strategies of businesses characterized as born global.
几十年来，研究人员从不同角度并运用各种理论对企业的国际化战略进行了研究。然而，关于国际化的文献是零散的，需要进一步的研究来全面和定量地分析不同类型的公司如何制定其国际化战略。在本研究中，我们打算全面分析关系网络如何影响葡萄酒行业企业所采用的国际化战略。我们使用偏最小二乘结构方程模型（PLS-SEM）和多组分析来分析作为天生全球化公司对关系网络在逐步制定国际化战略过程中的影响所具有的调节作用。结果表明，一些因素，如议价能力、经销商数量、分销渠道的多样性、公司声誉和品牌知名度，对该行业所有公司国际化战略的渐进性有积极影响，而与客户以及国内和国际竞争对手的关系对天生全球化企业战略发展的渐进性有负面影响。
