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| Effects of the External Network Resources of the 2nd Generation Zhejiang Merchants Born-global Enterprises' on Enterprise Performance――Ambidexterity Moderating Effects |
| HOU Min,Gu Chunmei |
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Abstract Numerous Zhejiang merchants of the second generation adopt Born-Global development format. During the process of exploitation and operation for international markets, the effect of enterprise sources for the choice of marketing strategy and management performance is an important academic topic. With the help of questionnaires, 56 enterprise samples are included in the permutation test. The results reveal that the use of family resources could significantly promote the degree of satisfaction in export performance of enterprises; self resources influence on the degree of satisfaction in the export performance of enterprises negatively; the use of family resources could lead the Born-Global enterprises of Zhejiang merchants of the second generation to adopt the brand strategy; enterprises' ambidexterity could significantly affect the family resources and self resources to promote the degree of satisfaction in export performance of enterprises. During the period of Born-Global enterprises operation of Zhejiang merchants of the second generation, family enterprises' various resources could be the opportunity of enterprises and brand strategy is the better choice for such enterprises. Meanwhile, no matter whether using the family enterprises' resources or the self resources, enterprises must be in possession of organizational ability of exploration and exploitation, exerting all efforts to achieve the balance and cooperation of the two capacities, which significantly contributes to the long term sustainable development of enterprises.
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Received: 30 November 2015
Published: 15 March 2016
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Corresponding Authors:
HOU Min
E-mail: houmin@mail.zjgsu.edu.cn
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2016, Vol. 
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