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| How Do EMNEs Identify International Market Opportunities?——A Longitudinal Case Study Based on Loctek |
| SU Mengmeng，FENG Yongchun，LI Ziyu，CAO Xinrui |
| 1. University of International Business and Economics， Beijing， China；2. Tianjin University of Finance and Economics， Tianjin， China |
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Abstract Based on the rule-based reasoning logics, this study takes Loctek as the case analysis object, deeply analyzes the rules and evolution mechanism behind the international market opportunity identification of EMNEs. The findings are as follows: ①In the early stage of internationalization, EMNEs mainly identify international market opportunities based on simple rules such as perception, experience and action. With the deepening of internationalization, they begin to revise the rules based on internal operations, external situations and active trial and error, and gradually change to identify international market opportunities based on complex rules such as analysis, calculation and prediction. ②The dynamic change of the international situation drives the main body of opportunity identification to gradually change from individual managers to enterprise organizations, prompting EMNEs to constantly adjust and revise the international market opportunity identification rules, showing a trend of evolution from simple rules to complex rules.
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Received: 04 July 2023
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