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| The Process of CMNEs Embedding into Developed Markets——Taking the Overseas Expansion of Sichuan Changhong Electric Appliance Co., Ltd. in Recent 30 Years as Examples |
| CHEN Qiqi，SHI Xuanya，DU Yifei，XUE Min |
| 1. University of Electronic Science and Technology of China， Chengdu， China；2. China West Normal University， Nanchong， Sichuan， China |
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Abstract From the perspective of social embeddedness and through the comparison of vertical nested cases study, this study uses the international samples of Sichuan Changhong Electric Co., Ltd. in the U.S. and European markets to explore how Chinese multinational enterprises (CMNEs) can achieve a positive interaction between growth and survival by combinations of two kinds of social embeddedness measures. The research finds that the prospective expansion based on structural embeddedness measures and supplemented by relational embeddedness measures can improve survival in the process of realizing growth. The mimetic expansion based on relational embeddedness measures and supplemented by structural embeddedness measures can nurture the potential for growth in the process of realizing survival. In the process of interaction between CMNEs and the host country environment, the calibration and flexible application of the two mechanisms of mimetic expansion and prospective expansion help CMNEs bear the risks and uncertainties and continue to promote the development of growth and survival in the process of internationalization.
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Received: 07 July 2020
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