“一带一路”企业市场导向战略和领导力对价值共创的影响：政府支持、文化差异、资源差异和制度差异的调节作用

Drawing on co-creation theory, market orientation and leadership literature, this project aims to provide a comprehensive examination of how market orientation and leadership influence value co-creation for "The Belt and Road" enterprises. We collect bilateral data from both Chinese and foreign firms who participate in "The Belt and Road" and use collaboration between Chinese firms and foreign enterprises in Belt and Road countries as the unit level of analysis. The objectives of this project are threefold. First, we treat value co-creation as a multifaceted concept and study both explicit and implicit value co-creation outcomes simultaneously. Second, we examine the differential impacts of market orientation and leadership on explicit and implicit value co-creation performance. Third, we delineate the boundary conditions under which market orientation and leadership promote or hinder value co-creation. Specifically, we investigate the moderating role of government support, cultural differences, resource differences and institutional differences on the relationship between market orientation (and leadership) and value co-creation performance. This project extends the current framework of co-creation literature by adopting a multidimensional perspective of co-creation. We also contribute to the market orientation and leadership literature by scrutinizing the differential effects of three types of market orientation and two types of leadership on value co-creation performance and considering their boundary conditions. The project is one of the pioneering studies on firms’ strategies and behaviors in the Belt and Road context.

本项目基于企业的价值共创和战略导向、领导力理论，搜集一带一路企业的双边数据，旨在探讨企业的市场战略导向、领导力行为对中国企业和其在一带一路国家的合作伙伴价值共创的影响。具体而言，第一，本项目基于价值共创的多维视角，分别探讨一带一路中企业价值共创的显性效绩和隐性效绩。 第二，从市场导向战略和企业领导力理论分别探讨其对价值共创两个维度的不同影响。第三，基于政府支持、文化、资源和制度理论，研究市场导向战略、企业领导力对企业价值共创效绩的权变因数。总括而言，本项目通过采用价值共创的多维视角，丰富和拓展了一带一路中国企业价值共创的研究框架。我们将市场导向战略、企业领导力引入价值共创研究文献中，进一步丰富了战略导向和企业领导力的研究领域。通过引入市场导向战略、企业领导力对价值共创影响的权变因数，进一步深化了我们对企业战略导向和领导力有效性的认识。此项目开创一带一路中国企业战略及实战行为的研究先河。

此项目重点探讨一带一路中价值共创以及中外企业合作的影响因素。围绕此项目，课题组成员完成了七篇期刊论文。其中四篇已成功发表在Management International Review、Asia Pacific Journal of Management、International Business Review、Journal of International Business Policy中。论文一主要研究了两类非市场战略（企业社会责任与政治关联）对不同类合法性（政治合法性与市场合法性）的不同影响。论文二基于制度理论，研究了国有资本对一带一路投资的促进作用。论文三打破研究中外合资企业的单一维度，从高层、运营层管理者两个维度系统地讨论了中外合资企业的合作以及价值共创行为。论文四主要研究了国有资本和行业速度对一带一路投资速度的影响。论文五研究中国企业的销售商国际化和供应商国际化在疫情中塑造企业弹性的重要作用。论文六研究了中方企业在非洲的经销商如何从合作和贡献参与中获益。论文七研究了中方企业的顾客导向、竞争者导向及职能间协调如何影响中方企业在一带一路中与外方的价值共创。

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