小额贷款外文翻译文献

小额贷款外文翻译文献
小额贷款外文翻译文献

文献信息

文献标题:An empirical investigation of the interplay between microcredit, institutional context, and entrepreneurial capabilities (小额信贷、制度环境与创业能力之间相互作用的实证研究)

文献作者:Jonathan Kimmitt, Mariarosa Scarlata,Dimo Dimov

文献出处:《Venture Capital》 ,2016,18(3):257–276

字数统计:英文3661单词,21609字符;中文6504汉字

外文文献

An empirical investigation of the interplay between microcredit, institutional context, and entrepreneurial capabilities Abstract Understanding under which conditions microcredit is used by new, growing ventures is becoming increasingly pertinent to scholars. This paper investigates the interplay of the use of microcredit with entrepreneurial capabilities and the moderating role of institutional development in sub-Saharan Africa. Our findings show that higher constraints to entrepreneurial capabilities are associated with higher use of microcredit. In addition, we find that new, growing ventures use microcredit more where either economic or political institutions are less developed. Our findings suggest the importance of the existence of some type of institutional strength that must be in place to form the basis for microcredit activity. This allows for speculation as to whether microcredit works as the literature currently assumes.

KEYWORDS: Capabilities; entrepreneurial finance; institutions; microfinance

1.Introduction

Entrepreneurial activity is strongly influenced by the context it is embedded in (Baumol 1990, 1993; Autio and Acs 2010; Welter 2011). Particularly in emerging markets, entrepreneurs face a number of challenges, such as the mixed success of

innovation (Bradley et al. 2012), weak institutions (Acemoglu 2003), and low human capital levels (Acs and Virgill 2010). One particular challenge for these entrepreneurs is access to finance (Honohan 2007) which can lead them into “poverty traps” (Berthelemy and Varoudakis 1996), ultimately undermining their ability to freely choose among options (Gries and Naudé2011) and pursue the goals they value (Alkire 2005). A financial sector that is well developed, on the contrary, would give them the instrumental capability to more adequately participate in economic exchange (Sen 1999; Beck, Demirgü?-Kunt, and Levine 2007).

To respond to funding challenges that particularly characterize developing economies, the provision of microfinance to entrepreneurs has been regarded as an important part of the strategy through which livelihoods could be improved (Mair and Marti 2006; Peredo and Mclean 2006; Khavul 2010). Microfinance institutions (MFIs) pursue profit-making strategies that facilitate and support the ongoing activity of capital provision to entrepreneurs while also trying to extend their services and drive outreach (Morduch 1999; Fernando 2006). By providing microcredit, savings, insurance, and retirement plans, individuals are able to obtain capital which can be used to finance the creation and the survival of new ventures (Campbell 2010; Khavul 2010). As such, microcredit allows entrepreneurs to build assets and economic resources, while creating employment opportunities and services for local communities (Helms 2006). This can ultimately have an effect on individuals’ capabilities and the contexts entrepreneurs operate in (Mair and Marti 2009).

Current debates in the microcredit and microfinance literature have focused on the dynamics through which microcredit is deployed, particularly to women, as well as its effectiveness (cfr. among others Mair, Marti, and Ventresca 2012; Milanov, Justo, and Bradley 2015; Chliova, Brinckmann, and Rosenbusch 2015), how microfinance institutions function (cfr. among others, Morduch 1999; Armendariz and Morduch 2007) as well as their level of sustainability (cfr. among others, Gonzalez-Vega 1994; Morduch 2000), and their ability to shape the context they operate in (cfr. among others, Mair and Marti 2006; Khavul, Chavez, and Bruton 2013). Research has also indicated that institutional quality determines the

performance of MFIs in periods of financial crisis (Silva and Chávez 2015) and that institutions influence how entrepreneurial finance is channeled to entrepreneurs in developing economies (Eid 2005). However, Beck (2007) and McKenzie and Woodruff (2008) indicate that small and medium-sized businesses, often called “missing middle,” offer high returns on investments in these contexts. Yet, they remain underserved financially and overlooked by researchers. We also know that empirical access to finance is a critical issue for firms in developing economies and microcredit is a particular type of high-risk debt which may not always be sought after (Hulme 2000; George 2005).

In addition, if context shapes entrepreneurship and sets the boundaries for entrepreneurial action (Welter 2011), it is not clear (a) whether ventures using microcredit are those whose capabilities are constrained the most by the environment they operate in and (b) under which institutional conditions these ventures actually use microfinance to fund their business needs. The question about when and where entrepreneurs decide to pursue or forgo the option of using microfinance loans still remains unanswered (Khavul 2010). In this paper, we ask the following question: How do formal institutions shape the use of microcredit by firms with varying entrepreneurial capabilities? To answer these questions, our empirical analysis focuses on the use of microcredit by firms in sub-Saharan Africa, characterized as a context with a high level of constrained capabilities. Often viewed as institutionally homogenous (Rivera-Santos et al. 2015), we highlight the institutional heterogeneity of this context and the varying capabilities associated with it. We test predictions using data from the World Bank’s Enterprise Survey, the Economic Freedom of the World Report index (2011), as well as the World Economic Forum Global Competitiveness Report (2008). Our findings indicate that microcredit is indeed used in areas where individuals’ entrepreneurial capabilities are more constrained. At the same time, in these contexts, microcredit tends to be mostly used where there is either a well-developed market or a well-functioning political–judicial system which guarantee a minimal“rule of game”. It is only under those institutional conditions that firms, constrained by their capabilities, are prone to/can use microcredit to finance

their business activities.

2.Theoretical background

Sen’s (1999, 2005) “capabilities approach” introduced the notion that development should be conceptualized as freedoms, i.e., how and why individuals are able or constrained in their ability to act. Because individuals have ideas about the type of lives they want to live, they act in accordance with such aims (Sen 1999). Following the capabilities approach, antecedents and consequences of individual circumstances can be highlighted using non-monetary indicators: Capability constraints need to be understood with respect to the individual’s freedom, i.e., how and why individuals are able or constrained in their abilities to do or to be (Alkire 2005). In the capabilities approach, a person’s freedom refers to the genuine opportunity to realize whatever it is that they are trying to achieve (Alkire 2005). This, in turn, determines“what they do” (Anand et al. 2009). Building on Sen’s (1999) argument, Nambiar (2013) further reports that capabilities are synonymous with individuals feeling constrained or enabled by their immediate circumstances, whereas Robeyns (2005), Sen (2005) and Nussbaum (2000) indicate that it is an individual’s environment which creates heterogeneities in capabilities. Severely restricted capabilities ar e therefore associated with an inability to act in accordance with ones’ aims.

Prior work shows that context is particularly important in shaping entrepreneurial capabilities: By setting boundaries, it can be the space for the emergence of opportunities while also placing limitations upon them (Welter 2011; Estrin, Korostelevab, and Mickiewiczc 2013). Context influences enterprising activities at the intersection of different levels of analysis, situating theories, and empirical patterns within their natural settings (Zahra, Wright, and Abdelgawad 2014). Evans (2002) and Sen (1999), among others, indicate that the institutional context indeed influences capability development. Both Sen (2005) and Nussbaum (2000) explain that expanding individual freedoms are central to advancing capabilities; this expansion is guided by institutional frameworks. The proposition here is that

institutional development impacts freedoms, such as those related to economic opportunities, property, finance, and other basic services (Stiglitz 1998; Nussbaum 2000), and this impacts capability development. On the one hand, as Robeyns (2005) reports, the capabilities of entrepreneurs require appreciating that there are heterogeneities in their abilities to achieve their aims. On the other hand, institutional failure can increase transaction costs which limit the appropriability of entrepreneurial rents, reducing the perceived attractiveness of entrepreneurial opportunities and leading to suppression of entrepreneurial activity (Baker, Gedajlovic, and Lubatkin 2005).

The development of financial institutions, which provide adequate financial services, is categorized by Sen (1999) as an instrumental capability. Contexts where financial institutions are underdeveloped contribute to the creati on of“poverty traps” (Berthelemy and Varoudakis 1996) as it reduces the perceived attractiveness of entrepreneurial opportunities. This, in turn, hinders the ability of individuals to adequately participate in economic exchange and overall capabilities (Sen 1999). Microcredit developed in contexts characterized by limited access to resources (Peredo and Chrisman 2006) as a solution for individuals who are constrained by the environment, which inhibits the pursuit of lucrative opportunities (Sen 2005). As such, microcredit acts as a means toward the expansion of entrepreneurs’ capabilities (Ansari, Munir, and Gregg 2012) who can incrementally improve their capabilities of achieving small-scale solutions to macro social problems (Moyo 2009). This leads to the formulation of the following hypothesis:

Hypothesis 1. New ventures are more likely to use microcredit where capabilities are constrained.

Hypothesis 2. New ventures are more likely to use microcredit where economic institutions are less developed.

Hypothesis 3. New ventures are more likely to use microcredit where political-judicial institutions are less developed.

Hypothesis 4. New ventures are more likely to use microcredit in environments characterized by high constrained capabilities where economic institutions are more

(less) developed and political-judicial institutions less (more) developed.

3.Methodology

To test our hypotheses, we used data by the World Bank through its annual Enterprise Survey. We focused on countries in sub-Saharan Africa since this has been consistently depicted as one of the areas with seriously restricted capabilities. In particular, the World Bank (2012) reports an increase in sub-Saharan urban population by 114% between 1990 and 2009, and an increase in people living with less than $1 a day by 183%; also, the average life expectancy at birth results to be 52.5 years, compared with 71.5 years for North Africa and 69.2 years for the world. Still, the prevalence of HIV for people aged 15–49 is nearly 7 times the world’s average (World Bank 2012).

Twenty-seven sub-Saharan countries were included in the survey. The enterprise surveys collect firm level information on the business environment, how it is perceived by individual firms, how it changes over time, and the various constraints to firm performance and growth (World Bank 2011). Firm-level data are available from 2002; however, since data prior to 2006 were collected by different units within the World Bank and employed different survey questions for different countries, our analysis focuses on data collected from 2006. In addition, the enterprise survey is addressed to operating businesses that employ a minimum of five employees; this eliminates most of the subsistence-driven and self-employment forms of entrepreneurship, some thing that Karnani (2007) has defined as “misguiding” in that the focus on subsistence entrepreneurship does not help us in understanding and/or explaining economic development. Similarly, Mead and Liedholm (1998) have shown that within an African context, small and medium-sized enterprises generate significantly more jobs than larger scale enterprises yet remain chronically underfunded. By concentrating on ventures with five or more employees, we are able to focus on the“missing middle” of the microfinance sector which have the greatest potential for driving economic growth and is consistently under-researched (Sleuwaegen and Goedhuys 2002). To date, this is a group of entrepreneurs who have

received sparse attention within the microfinance literature, which has heavily focused on microfinance institutions themselves rather than on recipients of their services (cfr. among others, Mair and Marti 2006; Moss, Neubam, and Meyskens 2015; Silva and Chávez 2015).

For what concerns our conceptualization of entrepreneurship as new ventures, consistent with prior research in both developed and developing countries, we limited our analysis to those firms that were not part of larger firms and were less than 10 years old (Benson 2001; Fadahunsi and Rosa 2002; Reuber and Fischer 2002; Barnir, Gallaugher, and Auger 2003; Park and Bae 2004; Bhagavatula et al. 2010). Based on these parameters, our sample size for analysis was 5255 of the 16847 firms in the original Enterprise Survey data set.

4.Discussion, limitations, and future research

Scholars have consistently linked entrepreneurial activity with economic growth. However, in developing countries, individuals often lack the capabilities to access the market and obtain capital to fund new business opportunities. Acknowledging these challenges, microcredit developed to provide small amount of loans to allow such individuals to efficiently engage in economic exchange and build their ventures, thus making wider economic contributions (Mcmullen 2011). However, entrepreneurship researchers have argued that contextual factors, both at the individual and institutional level, augment entrepreneurial activity (Baumol 1990; Estrin, Korostelevab, and Mickiewiczc 2013).

This paper highlights the contextual conditions under which new, growing ventures use microcredit. These ventures are classified as the“missing middle” and have been overlooked by mainstream academic research and practitioners’ work, where a focus has been on individuals receiving microcredit for subsistence purposes and/or to develop micro-enterprises (Beck 2007). Yet, we know that microcredit developed as a solution to offer individuals the necessary financial instruments that would enable building entrepreneurial capabilities by developing new businesses. As such, this “missing middle” represents smaller firms within developing economies

that have limited financial options even though they may offer returns on investments in these contexts (McKenzie and Woodruff 2008) and potentially provide much more significant economic externalities in terms of job and wealth creation (Karnani 2007). Although the term “missing middle” has been used for some time, there is very little research on this group of firms even though they are becoming a more prominent part of the microfinance picture and have a more significant economic impact than their micro counterparts (Khavul, Chavez, and Bruton 2013).

Because sub-Saharan Africa is a region characterized by high constraints to individual capabilities and little attention has been paid to heterogeneity of capabilities across the continent (Rivera-Santos et al. 2015), our empirical analysis focuses on the use of microcredit in“missing middle” ventures in such countries. Specifically, we examine the degree to which microcredit is utilized by new ventures as a function of the country’s institutional environment, measured as the development of economic and political institutions, and of the degree of constraints to a firm’s capabilities, measured by the fruitfulness of the commercial environment. We then argue that microcredit is more likely to be used by those ventures that have higher restrictions to their capabilities only when there is some institutional arrangement, either at an economic or political–judicial level that sets “the rules of the game.”

Our empirical results suggest that microcredit is indeed used by these new, missing middle ventures in contexts that present challenges both at the firm and institutional level of analysis. The identification of a positive effect between the use of microcredit and the constraints to entrepreneurial capabilities reinforces Sen’s (1999) view and the notion that microcredit facilitates access to capital for those entrepreneurs that operate in regions with the most restricted capabilities. However, our results also show this happens only when there are appropriate supporting institutional mechanisms, further suggesting that contextual features of the institutional environment shape microfinance activity. Particularly, the use of microcredit by the“missing middle” increases in contexts characterized by restricted capabilities and either (a) well (less) developed economic (political–judicial) institutions or (b) less (well) developed economic (political–judicial) institutions. The

underdevelopment of economic institutions can prevent entrepreneurs from forming contracts, ultimately increasing business uncertainty and compounding their ability to create wealth (Seelos and Mair 2007). This is theoretically consistent with the Mair and Marti (2009) argument who assert that MFIs act as institutional entrepreneurs in contexts of institutional weakness left open by underdeveloped economic institutions. Similarly, contexts where political–judicial institutions are characterized by high levels of corruption raise the fundamental threat of rent and asset expropriation, generating uncertainty in the business environment. This uncertainty undermines entrepreneurial aspirations of individuals and has a stronger effect on new ventures than on established ones (Kahneman and Tversky 1979). In such contexts, institutions in charge of transferring resources to one party to another, and designed to serve on behalf of the government or the people (including, thus, the government itself ), may not be answerable to their principals.

However, our results also do show that we should consider the interaction between development of economic and political institutions to fully understand the use of microcredit by new, growing firms and that heterogeneity of capabilities drives such relationship. Particularly, microcredit may help shape institutional contexts characterized by heterogeneous capabilities, but foundational institutional support is needed in order to tackle such capability problems. Whereas prior work (Mair and Marti 2006; Mair, Marti, and Ventresca 2012; Khavul, Chavez, and Bruton 2013) has indicated that microcredit is used in contexts where only economic institutions are to be developed, our work shows that there must be some formal institutional political framework in place for entrepreneurs to use microcredit in such contexts. Without it, the developmental role of microcredit may be overstated.

At the same time, we also show that microcredit is used in contexts where there is development of economic institutions. Yet, we identify that the use of microcredit is to be found in contexts with stronger economic institutions and weak political ones. It is precisely this interaction between developed economic institutions and underdevelopment of political ones that the literature has not addressed this far. Acemoglu and Robinson (2012) draw the distinction between extractive and inclusive

institutions, arguing that extractive contexts (e.g., autocratic rule/weak governance) can have strong economic institutions. However, because these are less open politically, they may deter potentially novel businesses that spur economic growth. If microcredit is utilized by capability-constrained firms in potentially extractive contexts, this suggests that the entrepreneurial activity being stimulated, even within the “missing middle”, may be less productive for economic development (Baumol 1990). Our work, therefore, highlights the institutional conditions within which microcredit is used to fund the development of new entrepreneurial opportunities: if less favorable political contexts may lead entrepreneurs to capture opportunities which are less conducive to the overall development of the economy, the impact of microcredit in these nations may be somehow minimalistic. Conversely, in more politically inclusive economies, microcredit may help spur the creation of more competitive and innovative markets which can help diversify markets beyond the basic services (e.g., food goods, provisions) often provided (Banerjee 2007). As such, the relationship between the nature of the institutional environment and the type of business opportunity pursued in the microfinance industry would be an interesting avenue for further study. Indeed, further study needs to dig deeper into the role of informal institutions in this process.

Overall, this encourages us to consider whether the relationship between microcredit, entrepreneurship, and capabilities works as the literature currently assumes –microcredit is used by entrepreneurs in the most resource constrained environments where only economic institutions are to be shaped. As such, our findings suggest a more complex picture than extant research currently suggests and contribute to a better understanding of the use of microcredit at the level of the firm receiving it (Silva and Chávez 2015), with a need to consider institutional heterogeneities both within and across developing countries (Roth and Kostova 2003) and the interaction between a complex constellation of factors of institutions and capabilities (Nambiar 2013). It is therefore of key importance for future work to understand the dynamics through which microcredit is developed in contexts characterized by political institutional weakness. From a political perspective, most

research has focused on the role of regulation in the microfinance sector (Cull, Demirgü?-Kunt, and Morduch 2011) without considering the other aspects of political institutions we have theorized, and empirically identified, here. This would help scholars and practitioners alike in gaining a better understanding how microcredit works in varying political environments.

From a policy perspective, our findings which suggest that new ventures need some level of institutional support to be able to pursue and fulfill their entrepreneurial aspirations, something that has strong implications given the recent political upheaval in North Africa, the Middle East, and parts of sub-Saharan Africa. In post-conflict contexts, often characterized by the lowest level of capability development, and where political institutions (or economic ones) are still in the process of being redefined and shaped, the intervention of MFIs may be of key importance in stimulating entrepreneurial activity and the economy in some of the most challenging contexts. Emerging evidence suggests that many nations in sub-Saharan Africa and beyond are developing the appropriate institutions through which financial institutions can stimulate the private sector (Naudé 2010). Microcredit could be an appropriate tool for augmenting entrepreneurial activity in those environments where individuals lack the basic individual and institutional infrastructure to fulfill their aspirations. As such, the ability of entrepreneurs to have access to improved instrumental capabilities is likely to be shaped by how varying institutional arrangements support them, determining where investors see scalable operations and therefore the diversity of financial services at the disposal of entrepreneurs.

Aside from the contribution and further reflection that our results stimulate, there are limitations to our study that need to be considered in any further extrapolation from our results. First, the study was cross sectional in nature and, as such, cannot make a reliable inference on the direction of the interplay between the effectiveness of the provision of microcredit on capabilities or on the institutional development over time. The nature of our data enabled us to study only the use of microcredit as a function of capability constraints, but a promising and much needed extension of the work concerns the reverse relationship, i.e., how the use of microcredit helps in

improving entrepreneurial capabilities. Second, while large-scale data are difficult to collect on this topic, the availability of the enterprise survey has enabled us to throw a glimpse at the use of microcredit across a large group of African countries. At the same time, as is true for any secondary data set, the data offer limited insight into the conditions and rationale under which microcredit was (or was not) obtained. We hope that our insights can stimulate further research that would seek to elucidate this mechanism through more suitable research designs.

中文译文

小额信贷、制度环境与创业能力之间相互作用的实证研究摘要学者们越来越多关注,在哪种条件下,小额信贷才会被新的、成长中的企业所使用。本文研究了撒哈拉以南非洲地区小额信贷的使用与创业能力的相互作用,以及对制度发展的调节作用。我们的研究结果表明,对创业能力的更高限制与更多地使用小额信贷有关。此外,我们发现,在经济或政治制度不发达的地方,新的、成长中的企业更多地使用小额信贷。我们的研究结果表明,必须具备某种形式的制度力量,才能形成小额信贷活动的基础。这使得人们可以猜测小额信贷是否如目前的文献所假设的那样起作用。

关键词:能力;创业金融;制度;小额贷款

1.简介

创业活动受到其所处环境的强烈影响(Baumol,1990,1993;Autio和Acs,2010;Welter,2011)。特别是在新兴市场,企业家面临着诸多挑战,例如创新成败参半(Bradley等,2012)、制度薄弱(Acemoglu,2003)和人力资本水平低下(Acs和Virgill,2010)。这些企业家面临的一个特别挑战是获得资金的机会(Honohan,2007),这可能导致他们陷入“贫困陷阱”(Berthelmy和Varoudakis,1996),最终削弱了他们自由选择的能力(Gries和Naudé,2011)和追求价值目标的能力(Alkire,2005)。相反,一个发展良好的金融部门将使他们有能力更充分地参与到经济交流中(Sen,1999;Beck、Demirgü?-Kunt和Levine,2007)。

为了应对发展中经济体特有的融资挑战,向企业家提供小额信贷已被视为可以改善生计战略的一个重要组成部分(Mair和Marti,2006;Peredo和Mclean,2006;Khavul,2010)。小额信贷机构(MFIs)追求盈利战略,促进和支持向企业家提供资本的持续活动,同时努力扩大服务范围,并推动外联(Morduch,1999;Fernando,2006)。通过提供小额信贷、储蓄、保险和退休计划,个人能够获得资金,用于资助新企业的创建和生存(Campbell,2010;Khavul,2010)。因此,因此,小额信贷使企业家能够建立资产和经济资源,同时为当地社区创造就业机会和服务(Helms 2006)。这最终可能会对个人能力和企业家的经营环境产生影响(Mair和Marti,2009)。

目前关于小额信贷和小额融资的文献中的辩论侧重于小额信贷的部署动态,特别是对女性的小额信贷及其有效性(参见Mair、Marti和Ventresca,2012;Milanov、Justo和Bradley,2015;Chliova、Brinckmann和Rosenbusch,2015),小额信贷机构如何运作(参见Morduch,1999;Armendariz和Morduch,2007)小额信贷的可持续发展水平(参见Gonzalez-Vega,1994;Morduch,2000),以及小额信贷塑造其运作环境的能力(参见Mair和Marti,2006;Khavul、Chavez 和Bruton,2013)。研究还表明,制度质量决定了小额金融机构在金融危机期间的业绩(Silva和Chávez,2015),制度影响着如何向发展中经济体的企业家提供创业资金(EID,2005)。然而,Beck(2007)、Mc Kenzie和Woodruff(2008)指出,通常被称为“缺失中型”的中小型企业在这些背景下的投资回报率很高。然而,它们仍然缺乏经济上的服务,并且被研究人员所忽视。我们还知道,对发展中国家的企业来说,经验性融资是一个关键问题,而小额信贷是一种特殊的高风险债务,并非总是受到追捧(Hulme,2000;George,2005)。

此外,如果环境塑造创业精神并设定创业行动的界限(Welter,2011),则不清楚(a)使用小额信贷的企业是否是那些能力受其所处环境影响最大的企业,以及(b)这些企业实际上是在何种制度条件下使用小额信贷来满足其商业需要。关于企业家在何时何地决定寻求或放弃使用小额信贷的问题仍未得到回答(Khavul,2010)。在本文中,我们提出以下问题:正规机构如何影响具有不同创业能力的公司对小额信贷的使用?为了回答这些问题,我们的实证分析侧重于撒哈拉以南非洲企业对小额信贷的使用情况,其特点是这些企业的创业能力受到

电子商务企业文化中英文对照外文翻译文献

中英文对照外文翻译文 电子商务时代企业文化的再造 随着网络时代电子商务大规模发展,电子商务企业文化随之产生,它在一个企业在产生的一种新的价值观,使企业内部资源得到从新整合,在为企业带来降低交易成本,提高效率,缩短生产周期等诸多好处的同时,也对已有的企业文化发起了挑战。电子商务的兴起是一场由技术手段飞速发展而引发的商业运作模式的变革,传统经济活动的生存基础、运作方式和管理机制均发生了彻底改变,传统的企业文化也面临着巨大的冲击。 一、企业文化对企业价值的贡献 文化现象是一个国家和民族文明的主要见证。广义的文化,包括知识、信仰、艺术、道德、法律、习俗和任何人作为一名社会成员而获得的能力和习惯在内的复杂整体。作为“亚文化”的企业文化,对企业的生存与发展亦起着举足轻重的作用。企业文化是商品经济和市场经济的产物,符合市场经济的客观规律,体现企业的竞争实务、竞争精神和整体形象。所谓企业文化就是企业的经营管理哲学,企业面对所处的社会和商业环境,在长期的生产经营活动中,形成全体员工所接受和认同信守的、为争取事业成功的一套非正式规则。它表明企业奉行何种管理哲学,以及企业通过管理要达到一个什么样的目标。是经济管理的重要内容之一。企业文化意味着一个公司的价值观,而这些价值观成为公司员工活动和行为的规范。 企业文化的本源问题是如何增加企业利润,降低企业的成本和费用。它的要义就是怎么使企业能够有效的整合资源,以达到对外部的适应性,使公司在竞争中生存,进而实现持续发展。企业文化建设为企业开展文化管理指出一个明确的方向。企业文化建设的根本目的是建设能够对外竞争环境具有高度适应性,并能根据环境变换做出迅速反应的行为方式能力,这种能力其实就是企业所拥有的根据外部竞争的环境需要而对内部资源进行整合运用的能力。企业文化建设应促进这一能力系统的形成,并维持好这一能力系统。中国的许多企业例如海尔、联想等企业成功的秘诀之一就是发展了一整套公司理念、经营哲学,形成了自己独特的企业文化。 1、企业文化体现企业的形象和精神。树立良好的企业形象,需要企业文化的支撑。现

零售企业营销策略中英文对照外文翻译文献

零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)

译文: 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客,急欲寻找新的营销策略。过去,他们挽留顾客的方法是销售特别的或独特的花色品种,提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是,现在这一切都已变得面目全非了。现在,诸如卡尔文·克连,依佐和李维等全国性品牌,不仅在大多数百货公司及其专营店可以看到,并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量,它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目,而许多折扣商店却增加了服务项目。顾客变成了精明的采购员,对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱,特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受,他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争,准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店,那里有宽敞的停车场,购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变,有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争,它们开始扩大店面,经营大量的品种繁多的商品和提高设备等级,超级市场还增加了它们的促销预算,大量转向私人品牌,从而增加盈利。 现在,我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时,零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确:

电子商务的发展【外文翻译】

外文翻译 原文 The development of e-commerce Material Source:The Economist, 2003 Author:Laudon, K.C When the technology bubble burst in 2000, the crazy valuations for online companies vanished with it, and many businesses folded. The survivors plugged on as best they could, encouraged by the growing number of internet users. Now valuations are rising again and some of the dot-cons are making real profits, but the business world has become much more cautious about the internet’s potential. The funny thing is that the wild predictions made at the height of the boom—namely, that vast chunks of the world economy would move into cyberspace—are, in one way or another, coming true. The raw numbers tell only part of the story. According to America’s Departme nt of Commerce, online retail sales in the world’s biggest market last year rose by 26%, to $55 billion. That sounds a lot of money, but it amounts to only 1.6% of total retail sales. The vast majority of people still buy most things in the good old “brick s-and-mortar” world. But the commerce department’s figures deal with only part of the retail industry. For instance, they exclude online travel services, one of the most successful and fastest-growing sectors of e-commerce. InterActiveCorp (IAC), the owner of https://www.360docs.net/doc/432299303.html, and https://www.360docs.net/doc/432299303.html,, alone sold $10 billion-worth of travel last year—and it has plenty of competition, not least from airlines, hotels and car-rental companies, all of which increasingly sell online. Nor do the figures take in things like financial services, ticket-sales agencies, pornography (a $2 billion business in America last year, according to Adult Video News, a trade magazine), online dating and a host of other activities, from tracing ancestors to gambling (worth perhaps $6 billion worldwide). They also leave out purchases in grey markets, such as the online pharmacies that are thought to be responsible for a good proportion of the $700m that Americans spent last year on buying cut-price prescription drugs from across the border in Canada. And there is more. The commerce department’s figures include the fees earned

市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意

顾客满意策略与顾客满意营销 原文来源:《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”;“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意;如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意;如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务;忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客;而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服

电子商务英文文献

2.2 移动电子商务的服务质量 移动电子商务的文献资料显示,几乎没什么直接衡量移动电子商务服务质量的文章。很多对电子服务的研究通过研究消费者行为来调查移动电子商务的服务质量。比如,Turel and Serenko(2006) 修改了美国顾客满意度模型来研究加拿大的顾客满意度。在他们的模型中,感知质量,即感知服务质量,被定义为对服务经验的市场评估。通过该服务的个性化和可靠性来衡量。早期研究中有六个服务质量衡量方法,包括电话服务质量,定价结构,移动设备,增值服务,手续简便以及客户的支持度。通过对因素的探索性分析,他们派出了移动设备、手续简便以及客户支持度等因素,因为这些因素的因素负荷很低。因此,他们采用剩下的三个因素衡量服务质量。类似的还有,Lim也认为顾客对移动电子商务的感知质量有5个方面,包括定价规划,网络服务质量,数据服务,广告系统和顾客服务,这些都是Lim通过探索性分析确定的。 也有人认为服务质量与各种各样的移动电子商务的应用程序有关。Chae et al 在调查移动电子商务信息质量的时候,他延伸了先前一个信息质量的框架,将移动电子商务(比如移动设备和背景)的特点结合了起来。他们从四个方面来测量移动电子商务信息质量。

1)连接质量,其受稳定性和反应性的影响;2)内容质量,其受客观性,可信性和数量的影响;3)互动质量和情境质量,其受结构,导航,介绍,时间性以及准时性的影响。另外,他们认为顾客的预期目标缓和了四个信息质量的衡量标准和用户满意度之间的关系。在另一份研究中,Kar et al认为移动电子商务所在的环境具有不稳定性,并采取了电子商务的质量衡量方法。他们的测量方法包括可靠性,反应性,用户界面,信任以及定制化。还有一份关于移动电子服务质量的感知的研究,Yun et al检验了八项移动数据服务,包括短信服务,来电铃声,振铃声,背景图像服务,游戏,多媒体信息服务,基于语境的服务,电视点播,以及关键的质量属性(包括声音质量,游戏时间和图像质量)。 总而言之,研究学者都是从不同的角度来研究移动电子商务,所以对其衡量方法也各持己见。现在,在中国电信市场中,移动电信的竞争日益激烈。为了能在这高度竞争的市场中占有一席之地,服务提供者需要准确评估顾客对移动电子服务的感知质量。前面有提过,我们知道SERVQUAL和SERVPERF在衡量服务质量时都有不足之处,这两项都没有反映出移动电子商务市场的特点。在本论文中,我们提出了一个

跨境电商外文文献综述

跨境电商外文文献综述 (文档含英文原文和中文翻译) 译文: 本地化跨境电子商务的模型 摘要 通过对国际供应链的B2B电子商务交易量的快速增长和伊朗快速增加的跨境交易业务,跨境电商过程的有效管理对B2B电子商务系统十分重要。本文对局部模型的结构是基于B2B电子商务的基础设施三大层,消息层、业务流程层和内容层。由于伊朗的电子商务的要求,每一层的需要适当的标准和合适的方案的选择。当电子文件需要移动顺利向伊朗,建议文件的标准为文件内容支持纸质和电子文件阅读。验证提出的模型是通过案例研究方法呈现一到四阶段的情景。本文试图通过交换商业文件在贸易过程中这一局部模型,实现在全球电子贸易供应链更接近区域单一窗口建设的关键目标。 关键词:电子商务;跨境贸易;电子文档管理;国际供应链

1.简介 电子商务是关于在互联网或其他网络电子系统购买和销售产品或服务。术语B2B(企业对企业),描述了企业间的电子商务交易,如制造商和批发商,或批发商和零售商之间。本文的研究目标是上两个不同国家贸易商之间的通信。今天的世界贸易组织的主要目标之一是建立区域单一窗口,可以提高世界各地的贸易便利化。建立区域单一窗口需要跨境海关,可以有效地交换贸易文件。因此,首先,简化跨境贸易文件的关键在于朝着国家单一窗口移动。然后,区域单一窗口可以授权国家之间的通信。电子商务模型是基于三个主要逻辑层的研究。这三个层消息传输层,业务处理层和内容层。本文的局部模型是一种能够自动交换读取文件的过程。通过与东亚和中东国家的建立区域单一窗口可以在将来得到改善的更多的互操作性,从而建立伊朗国家单一窗口 在本文的第二部分讨论引进国际供应链中的跨境B2B模式所需的基本概念和标准。第三部分介绍在大的模型中引入的组件功能和范围。第四部分讨论了B2B交易层模型的定位,最后结束本文。 2.背景 在本节中,除了了解B2B电子商务在伊朗的情况,还有参考模型的背景等概念以及讨论B2B电子商务跨境模式的本土化。 2.1 B2B电子商务在伊朗 如今伊朗在贸易进程的变现是一个关键的贸易成功点。伊朗和许多其他国家接壤,它的进口和出口过程可以通过公路,铁路,海上和空中的方式来完成。因此,这个国家的中部和战略作用,使得它在亚洲和中东地区货物运输的主要贸易点。今天,在伊朗海关几乎所有的贸易过程通过纸质表格完成,由商务部提供的电子服务仅限于谁该国境内交易的商人。今天,伊朗海关几乎所有的贸易流程都是通过纸质表格来完成的,商务部给出的电子服务只限于该国的商人。介绍了模型试图简化在伊朗交易的跨境电子商务供应链交换电子文件的过程。这里提到的一些系统,由商务部在伊朗的电子服务被提及:进口订单管理系统。贸易统计制度。伊朗法典伊朗。这些电子系统的主要使用,以促进在伊朗贸易过程。这里提到的系统作为独立的贸易者可与建议本文模型在未来的作用。在亚洲的区域性单

差异化营销策略外文文献翻译

文献出处: Dalman, M. Deniz, and Junhong Min. "Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect." International Journal of Marketing Studies 6.5 (2014): 63-72. 原文 Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect Dalman, M. Deniz & Junhong Min Abstract This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. Keywords: brand differentiation, evaluation mode, service industry, trivial attribute Introduction Problem Definition Perhaps the most important factor for new product success is to create the meaningful brand differentiation that provides customers with superior values beyond what the competitors can offer in the same industry (Porter, 1985). Not surprisingly, more than 50 percent of annual sales in consumer product industries including automobiles, biotechnology, computer software, and pharmaceuticals are attributed to such meaningful brand differentiation by including new or noble attributes (Schilling &Hill, 1998). However, the brand differentiation that increases consumer preference is not only by introducing meaningful attributes but also meaningless attributes. For

跨境电商外文翻译参考文献

跨境电商外文翻译参考文献(文档含中英文对照即英文原文和中文翻译)

译文: 跨境电子商务在欧盟的发展动力和壁垒 摘要 互联网的兴起,往往是与“距离的消亡”或至少减少相关的地理距离在供应信息相关。我们研究距离 事宜仍在实物商品的网上交易是否。我们使用的数据从一个网络消费者调查小组对网上跨境货物贸易中的 一个语言支离破碎的欧盟市场。分析结果表明,相比线下交易在同一商品的距离相关的交易成本大大降低。然而,语言相关的交易成本的增加。此外,网上交易介绍新能源贸易成本如包裹递送和在线支付系统。在 平衡,没有迹象显示在线贸易不偏向于国内市场的产品比线下交易支持。我们提供给政策制定者推动欧盟数 字单一市场的跨境电子商务的选项。在高效灵活的跨境支付系统的使用增加1%可以增加多达7%的跨境电子 商务。我们还表明,在线交易给英语语言输出国家的比较优势。 关键词电子商务/引力方程/欧盟 1.介绍 本文实证研究的在线电子商务跨境贸易模式的影响。互联网的兴起,更一般地,数字通信技术,具有LED许多观察家宣布,距离“死”(Cairncross,1997)。在这方面,它不在乎信息所在的位臵因为它只是一个鼠标点击和信息成本不再是物理距 离有关。在传统的线下实物商品贸易,证据却指向距离成本增加(disdier和头,2008)。贸易相结合的基础上的信息和物理的货物运输。问题是是否将贸易从线 下到线上平台是一个足够大的凹痕在信息成本改变贸易总成本因此货物贸易模式。Blum 和Goldfarb(2006)表明,即使是纯粹的信息产品,距离仍然起着重要的 作用。他们认为这是文化上的差异,随着物理距离的增加。除了信息成本的影响, 可能会有副作用,对贸易模式的影响。网上贸易开辟了一个潜在的更大的地理汇水 面积,为供应商和消费者,在产品品种和价格竞争的增加。这两

外文文献(市场营销策略)

Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:

文献翻译----电子商务中英文对照

外文文献及译文 文献、资料题目:Electronic Commerce 外文文献: Electronic Commerce Electronic commerce, or Electronic trade, or electronic business as a newly rising mode of commerce will have far-reaching influence on social economy and play an important role in social development worldwide. It represents the trend of world trade in the 21st century and beyond. 1. What is Electronic Commerce? Electronic commerce refers to commercial data exchange in digital form through electronic transmission means and commercial activities conducted on-line. Usually, electronic commerce can be divided into two levels: One is low-level electronic commerce that is, electronic commercial intelligence, electronic trade, and electronic contracts. Another is high-level electronic commerce which includes all commercial activities done via Internet, ranging from searching for clients, commercial negotia-tion, making orders, on-line payment, releasing electronic invoice, to electronic dec-laration to Customs, electronic tax-payment, all conducted on Internet. Electronic commerce means electrification of all trade transactions. It is featured by these characters: ①fairness and freedom, ②high efficiency, ③globalization, ④virtualization, ⑤interactivity, ⑥autonomy, ⑦personalized service. With electronic commerce, clients and

市场营销策略外文文献及翻译

市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails

电子商务 外文翻译

B2B e-marketplace: an e-marketing framework for B2B commerce Purpose–The purpose of this paper is to provide a clear understanding of the performance of business-to-business (B2B) e-marketplace in conducting e-marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities. Design/methodology/approach– Literature from the B2B e-marketplaces and operations of e-marketing fields were analysed, and the findings were synthesised to develop a preliminary conceptual model of e-marketing. The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore. Findings– With significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e-marketing in the global environment. This new marketing paradigm is reported to reshape the business relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets. Research limitations /implications– The major limitation of this paper is associated with the sample selection. Although the literature findings were international, the empirical study was restricted to China, Malaysia, and Singapore. Therefore, the generalizability of the results may not be applicable for other countries. Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large-scale organisations may be limited. Practical implications–The framework allows B2B firms to capitalise and understand the e-marketing opportunities provided by B2B e-marketplace. The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e-marketplace to perform their e-marketing activities. Originality/value– Based on the need for a framework for e-marketing, this study is significance to: SMEs, marketers, information technology practitioners, and all other stakeholders that adopted the internet and other electronic means for marketing purposes. Background The development of the internet and the world wide web (www) in the 1990s as a tool for the global sharing of information has opened up new opportunities in marketing practices. “The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactions” According to the Internet World Stats (2007), by March 2008, the internet user population reached 1.40 billions world wide, an increase of 290 percent in the period from 2000 to 2008 (Figure 1). Many academics and practitioners have emphasized that the internet is a major platform for e-marketing to deal with marketing mixes, which include global accessibility (Laudon, 2002), convenience in updating (Sandeep and Singh, 2005), real-time information services (Harridge-March, 2004), interactive communications features (Chaffey, 2004), and unique customisation and personalised capabilities (Teo and Tan, 2002). Additionally, e-marketing also refers to the use of electronic methods or media to build upon and maintain customer relationship through electronic platforms (e.g. business-to-business (B2B) e-marketplaces) that facilitates the exchange of ideas, products, and services to satisfy both buyers and sellers. Strauss and Frost (2001) support the above statement and suggested that, sales, public relations, direct marketing, and advertising are marketing communication that comprises the crucial components of e-marketing strategy. B2B e-marketplace, as one of the major trading platforms brought by the internet technology has made a significant contribution to the e-marketers. The larger organisations are taking advantages from the vast array of suppliers/buyers via the B2B e-marketplace (Stockdale and Standing, 2004). However, small and medium sized enterprises (SMEs) are also eager to compete in the electronic environment remain concerns as how their

相关文档
最新文档