Sticanje znanja putem internacionalizacije poslovanja kod kasnih sledbenika u auto industriji
Auto Industry Late Followers Knowledge Creation Through Internationalization
Apstrakt
Radikalne promene poslovnog okruženja na početku 21. veka nastale su kao posledica ubrzane globalizacije. Kao posledica globalizacije nacionalne ekonomije su postale snažno povezane mrežom trgovinskih i investicionih odnosa. Novi poslovni ambijent kreirao je obilje poslovnih prilika ali i rizika. Motivisane novim poslovnim prilikama u inostranstvu mnoge kompanije sa tržišta u nastajanju internacionalizuju svoje poslovanje, ugrožavajući nekada neprikosnovene lidere iz razvijenih zemalja. Tradicionalne teorije o multinacionalnim kompanijama ne mogu u potpunosti da objasne motive internacionalizacije ovih kompanija. Poslednja u nizu grana u kojima kasni sledbenici sa tržišta u nastajanju pokušavaju da izazovu lidere je auto industrija. Rad se sastoji od tri studije slučaja: Hyundai – Kia, Geely – Volvo i Tata Motors – Jaguar Land Rover. Studije slučaja pokazuju da kasni sledbenici u auto industriji koriste različite strategije internacionalizacije, ali je za sve njih karakteristično da glavni motiv internacionalizacije predstavlja sticanje nedostajućih kompetencija i izgradnja pozitivne poslovne reputacije.
Abstract
Radical changes of business environment have been caused by growing globalization at the beginning of the 21st century. Consequently, a strong network of trade and investment relationships between national economies has been established. Although it entails many risks, global business environment opens up great opportunities, as well. In order to seize these opportunities, many companies from emerging markets internationalize their business operations, and thus challenge once untouchable leaders from developed countries. Traditional theories on multinational companies cannot fully explain their motives for going abroad. Recently, the automotive industry has become a new field where the late followers from emerging markets try to challenge the leaders. This paper includes the following three case studies: Hyundai – Kia, Geely – Volvo, and Tata Motors – Jaguar Land Rover. These case studies show that although the late followers in the automotive industry use different internationalization strategies, they all perceive internationalization as a means of obtaining the lacking competencies and building up a positive reputation.
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