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Abstract Through the longitudinal case analysis of internationalization development of Tasly’s four overseas subsidiaries, this study proposes a conceptual model of overseas market adaptation evolution based on the perspective of subsidiary initiative and network embeddedness, which shows that pressure from host country and its change constitutes the premise and motive of subsidiary market adaptation evolution; subsidiaries develop the market and increase responsiveness by seeking to be embedded in the local market network with strong relations in the start-up phase; along with the growth of the subsidiaries, the interaction between external and internal initiatives promotes subsidiaries to build dual network structure with itself as the core, so as to improve the responsiveness and performance; when subsidiaries are embedded in the strong ties network, the network embeddedness negatively affects market adaptability and subsidiary growth; the evolution of subsidiaries’ internal and external initiative, network embeddedness and market adaptability is a dynamic and constantly adjustable process, which begins with subsidiary external initiative and demonstrates the characteristics of interaction, iteration and spiral development.
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Received: 26 January 2016
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