Định hướng thị trường và quốc tế hóa trong các công ty phần mềm nhỏ
Tóm tắt
Bài báo này nhằm phân tích vai trò của định hướng thị trường trong việc quốc tế hóa các công ty phần mềm nhỏ.
Nghiên cứu kết hợp giữa các nghiên cứu trường hợp định tính với dữ liệu định lượng từ các công ty liên quan.
Định hướng thị trường trong việc quốc tế hóa các công ty nhỏ có tính chất tri thức bao gồm ba yếu tố: định hướng khách hàng, định hướng đối thủ cạnh tranh và phối hợp mạng lưới giá trị. Đạt được sự cân bằng thành công giữa các yếu tố này sẽ làm cho quá trình quốc tế hóa trở nên dễ dàng hơn rất nhiều.
Kết quả của nghiên cứu này gợi ý rằng các công ty nhỏ nên cân nhắc hành vi định hướng thị trường của họ phù hợp với mạng lưới giá trị của họ. Vai trò của định hướng thị trường cũng có thể thay đổi tùy thuộc vào các điều kiện kéo từ thị trường hoặc đẩy từ công nghệ.
Nghiên cứu này là một trong những đóng góp thực nghiệm đầu tiên kết hợp giữa các tiếp cận quốc tế hóa và định hướng thị trường trong việc nghiên cứu các doanh nghiệp vừa và nhỏ (SMEs). Nó cũng góp phần vào việc đạt được sự hiểu biết tốt hơn về khái niệm định hướng thị trường từ góc độ của các công ty công nghệ cao nhỏ.
Từ khóa
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