市场营销学系学术讲座

【主讲题目】跨东道国的制度环境和营销战略标准化对公司业绩的影响（Institution, Standardization, and Firm Performance across Host Markets）

【主讲人】杨志林 教授，香港城市大学商学院市场营销学系

讲座信息

时间：2021年6月23日（周三）下午13:00

地点：浙江大学紫金港校区管理学院A523会议室

主持人：周欣悦 教授，浙江大学管理学院市场营销学系主任

活动对象：浙江大学管理学院在校师生

主讲人简介

杨志林，香港城市大学商学院市场营销学系教授，现任华人营销学者协会主席。在国际英文学术刊物发表了近百篇论文，包括Journal of Marketing, Journal of Marketing Research, Journal of International Business Studies 等。2013年获香港城市大学的大学研究卓越奖及商学院研究卓越奖。现任Asian Journal of Business Research的主编，European Journal of Marketing副主编，并担任过5个SSCI期刊的特刊主编。创办及发起中国市场营销国际学术年会(2013年起至今) 与中国商业文化与管理学术会议(2011年起至今)。

讲座摘要

How do MNCs learn from their very first host market and carry over to another market? Predicated on organizational learning theory, this study examines institutional environments, standardization of marketing program, and firm performance across host markets. Our empirical investigation finds that, regardless of host market, similarity of institutional environments leads to standardization of marketing program. Standardization strategy of the first host market encourages firms to adopt a similar marketing program in the second host market. As predicted by this learning effect, similar institutional environments enhance firm performance in the second host market, but not in the first host market. In line with the performance loop principle, performance in the first host market exerts a positive effect on the second host market performance.