CAJ | 학술논문

外来者劣势是新兴经济体跨国企业国际化过程中面临的显著劣势，现有理论在新兴经济体跨国企业如何克服外来者劣势研究方面存在缺口。选取4家中国跨国企业作为研究对象，采用扎根理论研究方法的三阶段编码程序对案例进行剖析，探索中国企业在发达国家克服外来者劣势的具体策略，构建以边界跨越为核心范畴的外来者劣势克服策略理论模型。研究结果表明，中国企业面临的外来者劣势主要来源于信息缺失和合法性缺失。边界跨越是克服外来者劣势的有效策略，其中信息内化通过设置边界跨越角色、聘请外部顾问、环境扫描、产品策略和信息内部整合等活动将外部环境信息传递到企业内部，提高企业获取异国环境信息的能力，降低不熟悉危害；有利的外部显示通过品牌营销、企业社会责任、名人效应和获取第三方认证等活动向环境释放积极的信息，提高企业的规范和认知合法性，降低歧视危害和关系危害。针对研究结论，从构建环境扫描系统和外部显示机制两方面对中国企业如何实施边界跨越、降低外来者劣势提出具体的管理启示。
외래자열세시신흥경제체과국기업국제화과정중면림적현저열세，현유이론재신흥경제체과국기업여하극복외래자열세연구방면존재결구。선취4가중국과국기업작위연구대상，채용찰근이론연구방법적삼계단편마정서대안례진행부석，탐색중국기업재발체국가극복외래자열세적구체책략，구건이변계과월위핵심범주적외래자열세극복책략이론모형。연구결과표명，중국기업면림적외래자열세주요래원우신식결실화합법성결실。변계과월시극복외래자열세적유효책략，기중신식내화통과설치변계과월각색、빙청외부고문、배경소묘、산품책략화신식내부정합등활동장외부배경신식전체도기업내부，제고기업획취이국배경신식적능력，강저불숙실위해；유리적외부현시통과품패영소、기업사회책임、명인효응화획취제삼방인증등활동향배경석방적겁적신식，제고기업적규범화인지합법성，강저기시위해화관계위해。침대연구결론，종구건배경소묘계통화외부현시궤제량방면대중국기업여하실시변계과월、강저외래자열세제출구체적관리계시。
Liability of foreignness is one of the most significant disadvantages encountered by multinational enterprises （ MNE） from emerging economies in the process of internationalization , while the previous research has done insufficiently to guide MNE from emerging economies to overcome this disadvantage . In this paper , four Chinese MNEs are selected as the research subjects and data is collected from enterprise′s official websites as well as the host country mainstream media .The data is analyzed by the applications of three phase coding process of grounded theory , including open coding , axial coding and selective coding to explore the specific strategies for Chinese MNEs in developed countries so as to ultimately develop a strategic model to overcome liability of foreignness based on “boundary spanning”. The results indicate that：①the liability of foreignness that Chinese MNEs face is mainly generated by information deficit and le-gitimacy deficit .Information deficit includes lack of the host country information and Chinese MNEs ′information while legitimacy deficit include political risk , negative effect of a country of origin , ethnocentrism and lack of trust; ②Boundary spanning is an effective strategy to overcome liability of foreignness which includes information internalization and favorably external representa -tion.Information internalization can be done by activities of setting boundary spanning roles , hiring outside consultants , scanning external environment , implementing product strategy and integrating internal information etc .to transfer the information of exter-nal environment to the multinational enterprises , to improve the ability of Chinese MNEs to learn about foreign environment , and to reduce unfamiliar hazards faced by Chinese MNEs .Favorable external representation can release positive information to the en-vironment by brand marketing , corporate social responsibility , celebrity effect and accessing to third-party certification to improve normative and cognitive legitimacy and reduce discrimination and relational hazards faced by Chinese MNEs . Finally, this research proposes on how Chinese MNEs can implement boundary spanning and reduce liability of foreignness from the perspectives of building environmental scanning system and external representation mechanism .