Abstract：Based on the case study of two Chinese high-tech enterprises, this study analyzed how born global firms in emerging markets identify and develop international entrepreneurial opportunities to realize overseas market expansion. The results showed that: cases of enterprises could focus their limited resources on specific market segments for international opportunity identification and development through niche market focus strategies, including local technology areas and customer segmentation. In the face of market promotion of segmented customer market, it relies on localization promotion and rapid response of international cooperation to realize market development of host country. In particular, enterprises prefer product positioning rather than enterprise positioning to achieve niche marketing. In the product innovation focusing on the local technology field, the rapid product innovation iteration is very important. Enterprises tend to concentrate on the innovation resources of the home country rather than the host country to develop products, which takes advantage of R&D cost and human resources of home country to help R&D and product iteration in the field of specialized technology.
邹立凯，唐继凤，李新春. 新兴市场天生国际化企业海外市场扩张机制研究——基于两家中国科技型企业的案例分析[J]. 管理学报, 2021, 18(11): 1581-.
ZOU Likai,TANG Jifeng，LI Xinchun1. Research on the Overseas Market Expansion Mechanism of Born Global Firms in Emerging Markets: A Case Study of Two Chinese High-Tech Enterprises. Chinese Journal of Management, 2021, 18(11): 1581-.
