The Influencing Mechanism of Social Capital and Organizational Learning on Upgrading of
International Marketing Capability: A longitudinal Case Study on Hisense
Abstract In the current international environment, upgrading the capabilities of international marketing has become an important means to develop international competitiveness of firms. Based on a review of relevant theories, this study examines Hisense group’s internationalization process, and explores the evolution process of the international marketing capabilities. From the perspective of social capital and organizational learning, it identifies a mechanism that determines how international marketing capabilities are influenced. We found that a firm’s international marketing capabilities experience three stages: reactive marketing capabilities, adaptive marketing capability and responsive marketing capabilities. Moreover, social capital and organizational learning capabilities of marketing have an important impact on international marketing capabilities.
2014, Vol. 11 
