外部突发事件对本土企业及跨国公司的市场战略影响

突发外部事件常常是难以预测和控制的。中外跨国公司面临着不同东道国所存在的突发事件风险，风险评估和管理成为企业愈发需要重视的问题。企业想在风险较高的国家或地区立足、生存、获得竞争优势，就要学会去应对那些看上去难以预测、“不能管理的”突发事件。本项目拟结合资源基础、文化和制度分析的视角去探究企业面对外部突发事件的战略反应异质性：(a) 跨国公司为何以及如何应对东道国的突发重大事件？考虑多方面的战略特征，包括是否撤资、继续投入、对供应商/经销商的治理策略调整、在东道国的慈善捐助行为等；(b) 是什么因素导致跨国公司战略反应的异质性？(c) 东道国哪些文化和制度因素能够缓解突发事件对跨国公司的打击？(d) 本土的企业，对比跨国公司子公司，是否会有不同的战略反应？本研究项目将为东道国、地方政府如何在突发事件下援助外资及本地企业提供启示，同时为企业制定恰当的应对突发事件战略提供有效指导。

Exogenous shocks, particularly outbreaks of infectious diseases and natural disasters such as earthquakes and floods, are often difficult to predict and control. They are described as "Acts of God". Both Hong Kong and foreign Multinational enterprises (MNEs) face various site-specific risks, especially when the parent company sets up a subsidiary in a disaster-prone country. Risk evaluation and risk management become crucial issues that attract MNEs’ attention. Enterprises that aim to establish a foothold, survive and gain a competitive advantage in disaster-prone countries or regions must learn to deal with seemingly unpredictable and unmanageable events...Drawing on resource-based view, cultural inquiry, and institutional analysis, this project intends to explore the heterogeneity of enterprises’ strategic responses to exogenous shocks. Specifically, this project explores three issues: (a) Why and how do MNEs respond to major disasters in host countries, with respect to strategic responses of market exit, investment commitment, supply chain management, charitable donations in host countries, etc.? (b) What factors have contributed to the heterogeneous responses? In other words, why are some MNEs more vulnerable to external risks than others? (c) What cultural and institutional factors in the host country can enhance MNEs’ capacity in navigating disasters? (d) Do domestic enterprises in the host country have different strategic response patterns when compared to MNEs’ foreign affiliates?..The results of this project will provide insightful implications on how host countries and local governments can assist local and foreign enterprises in emergencies. Meanwhile, the findings will also offer effective guidance for companies to formulate appropriate responsive strategies.