Research on the Relationship between Enterprise Network Resources and Market Scope of Cross-Regional Integration: An Empirical Study under Condition of Market Segmentation in China

Guangyu Ye, Tiantian Jin, Yan Zhou

School of Business Administration, South China University of Technology, Guangzhou, China.

DOI: 10.4236/ojbm.2015.34039                

Abstract

In order to survive in the fierce competition in Chinese market, Chinese companies gradually start to integrate the domestic market cross-regionally. Although the integration strategy has already become one of the important growth tactics, there are very few researches focused on enterprise network resources when discussed cross-regional integration, not to mention the special market environment in China—market segmentation. According to resource-based view and social network theory, we studied the relationship between enterprise network resources and the market scope of cross-regional integration. Taking Chinese market segmentation into consideration, we analyzed the moderating effect of institutional distance and entrepreneurial orientation. Based on empirical analysis of 439 valid questionnaires, we found that enterprise network resources had a positive effect on the market scope of cross-regional integration; and institutional distance moderated the correlation between network resources and market scope positively.

Keywords

Enterprise Network Resources, Cross-Regional Integration, Market Scope, Institutional Distance, Entrepreneurial Orientation

Conflicts of Interest

The authors declare no conflicts of interest.

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