Shih Yu-Yuan, Lin Chih-An
Center for General Education, National Taiwan Normal University, No. 162, Section 1, Heping E. Rd., Taipei City 106, Taiwan.
Department of Finance and International Business, Fu Jen Catholic University, No. 510, Zhongzheng Rd., Xinzhuang Dist., New Taipei City 242, Taiwan.
J Bus Res. 2022 Sep;148:410-419. doi: 10.1016/j.jbusres.2022.04.060. Epub 2022 May 3.
Co-location has been a relevant topic in the international business literature, yet the extant literature focuses on the co-location of research and development (R&D) and production activities and overlooks marketing value activities. Marketing innovation is an agile and effective way to respond to crises such as the COVID-19 pandemic, and many manufacturers in global value chains aim to upgrade functionally following the trajectory of the OEM-ODM-OBM. Thus, this study proposes the co-location of marketing activities as a flexible and organizational learning strategy for manufacturing upgrades, and explores the antecedents of marketing co-location in foreign direct investment (FDI) decisions. The proposed research framework was examined using survey data from 343 Taiwanese manufacturing firms in China, which were drawn from a database compiled by Taiwan's Ministry of Economic Affairs in 2020. The results show that the breadth of international experience, linkage to R&D, marketing as a primary knowledge source in the host country, upgrading for local demands, and new product development for global supply are all positively associated with the co-location of marketing and production functions. Additionally, it was found that there was a negative association between FDIs that had been impacted by COVID-19 and marketing co-location. The findings provide valuable theoretical, practical, and strategic insights into how firms should manage their global value chains with respect to marketing co-location in case of another crisis.
在国际商业文献中，协同定位一直是一个相关话题，但现有文献主要关注研发（R&D）与生产活动的协同定位，而忽视了营销价值活动。营销创新是应对诸如新冠疫情等危机的一种灵活且有效的方式，全球价值链中的许多制造商旨在沿着原始设备制造商（OEM）-原始设计制造商（ODM）-自有品牌制造商（OBM）的轨迹进行功能升级。因此，本研究提出将营销活动的协同定位作为制造业升级的一种灵活的组织学习策略，并探讨在外国直接投资（FDI）决策中营销协同定位的前因。使用来自中国343家台湾制造企业的调查数据对所提出的研究框架进行了检验，这些数据取自台湾经济事务部2020年编制的一个数据库。结果表明，国际经验的广度、与研发的联系、在东道国作为主要知识来源的营销、针对当地需求的升级以及面向全球供应的新产品开发，均与营销和生产功能的协同定位呈正相关。此外，研究发现，受新冠疫情影响的外国直接投资与营销协同定位之间存在负相关。这些发现为企业在另一场危机情况下应如何在营销协同定位方面管理其全球价值链提供了有价值的理论、实践和战略见解。
