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在知识、技术和全球化力量的推动下,全球服务业迅速发展,如何提高服务性跨国公司的绩效成为众多学者和业界人士关注的焦点。标准化战略能否提高服务性跨国公司的绩效?本文以220家服务性跨国公司在中国的分支机构为样本,采用中介和调节双重检验方法从战略执行的视角验证了服务营销标准化战略与全球化组织结构、整合的管理流程之间的匹配对绩效的正向影响。研究结果表明,对于服务性跨国公司而言,与全球化组织结构、整合的管理过程相匹配的标准化战略,当其被正确而有效地执行时,能够产生更高的绩效,这一结论同时强调了战略执行作为竞争优势来源之一的重要性。
Driven by the power of knowledge, technology and globalization, the global service industry is rapidly developing. How to improve the performance of service-oriented multinational corporations has become the focus of attention of many scholars and industry people. Whether the standardization strategy can improve the performance of service multinational corporations? In this paper, 220 multinational service multinationals in China as a sample of branches, the use of intermediary and regulatory double test from the perspective of strategic implementation of the service marketing standardization strategy to verify the globalization of service marketing strategy The positive impact of matching between structure, integrated management processes on performance. The results show that for service multinationals, the standardization strategy that matches the global organization structure and the integrated management process can produce higher performance when executed correctly and effectively. This conclusion also emphasizes The importance of implementing strategy as one of the sources of competitive advantage.