新兴互联网医疗企业如何摆脱“盈利困局”? 本研究以广东医特为案例研究对象,基于服务主导逻辑视角,揭示并构建了互联网医疗服务产品化实现机制模型。实现机制模型包括服务能力可视化、服务流程标准化、服务反馈客观化三个阶段,明确了各个阶段的背景诱因、形成过程和最终效果。研究结论有助于现有服务产品化理论和服务主导逻辑的演化研究,对互联网医疗企业有一定的现实启示作用。

Case study method is very important for innovating management theories. However, an overview of Chinese case study literature reveals that some researchers are still confused about some basic concepts, for instance, research paradigm, theory definition,theory testing and theory building;some researchers still make some basic mistakes in the case study process of the theory construction based on the positivist paradigm; some researchers are confused about the specific practices in the writing and publishing process of case study paper.This paper clarifies some basic concepts at first, and then discusses of building theories from case based on positivism in detail, and gives suggestions for coping with potential challenges in the writing process, and problems and coping strategies in the publishing process of case paper. Finally, this paper ends with some lastest trends of case study method research.

Achieving person-organization value fit could help organization to obtain stable and loyal employees, which made the organization gain a unique competitive advantage. Using the case study method, this paper discussed the formation mechanism of person-organization value fit based on the management practices of A.O.Smith Corporation. The conclusion of the study showed that: (1) The process of person-organization value fit could be divided into four phases (attraction, selection, attrition and transition), which had a process and relevance with each other;(2) Leadership had both direct and indirect effects on the formation of person-organization value fit;(3) Human resources management practices based on value had significant impact on the formation of person-organization value fit;(4) Activities related to value could create a good organizational environment for achieving person-organization value fit.

Based on brand community and brand relationship theory, this paper discusss the influence mechanism of virtual brand community on brand relationship by taking the process of how Xiaomi community influences community membersas the object of a case study . It explains how Xiaomi community can promote identificationamong members , push their interaction, increase efficiency of spread, improve members’ experience, and eventually achieve and maintain the good brand relationship quality . This study has significant theorectical value and practical guidance improving the quality of brand relationship and explaining the influences mechanism of virtual brand community on consumers.

As an important way of management theory construction, case studies have been paid more and more attention by the academic circle. The quantity and quality of management case study papers have been constantly improved, and the methods are also developing towards being scientific and standardized. There are many different case study methods, but due to the lack of an in-depth understanding, the method selected is not completely adapted to the case situation, which affects the credibility of the articles in this field. In order to help researchers better choose the case study method, this article takes the case study papers by Kathleen M. Eisenhardt and Shan L. Pan, who proposed the method, as an example to further clarify the similarities and differences between the two representative methods from the perspective of methodology and specific methods. The similarities in the selection of objects and the diversity of data sources are identified, and the differences in presupposition, theory or phenomenon-driven, analytical thinking and other aspects are also identified. And the “7 key elements” and “6 key issues” in the selection case study method are summarized. Finally, the general process of the case study method with common features is given for the reference of researchers.

This article is based on BIDU, Alibaba and Tencent of the three typical Internet companies expansions, using themultiple event study method to explain their expansion motivation and implementation.The research results indicate that strategic orientation, brand expansion, enterprise innovation, capital operation, management team are the Internet enterprise expansion motivation. Enterprise culture and policy system are the condition to realize the Internet enterprise expansion. According to the basis of , putting forward the enterprise expansion motivation and theoretical framework for the implementation conditions.The research conclusion provide a theoretical reference and practical enlightenment for enterprise expansion decision-making,butalsoprovide a beneficial reference for government department decision-making to perfect the capital market system ,enterprise innovation, and brand protection policy.

Business model is a critical issue to be addressed if an enterprise is to build and develop its core competitiveness. In the context of servitization trend of manufacturers, how to realize servitization transformation by changing the business model has become particularly important for manufactures. Based on related research home and abroad on servitization transformation of manufacturing enterprises, this paper takes Airbus Corporation as a case and takes time as the mainline to describe and analyze its process of servitization transformation from multiple perspectives. And then, a three-stage evolution model of the servitization transformation of manufacturing enterprises is established, i.e. from technology management to service management, and then to collaborative management, which forms the general business model of service-oriented manufacturing enterprises. At last revelations are put forward as follows: the senior management’s support accelerates the transition of manufacturers and the establishment of external relationship network stimulates servitization.

In view of resource homogeneity and immobility hypothesis,the resource-based view argues that the firm will achieve sustainable advantage when firm resources possess features of value,rareness,imperfect imitability, and can be organized.Based on the VRIO model from the re-source-based view and the dynamic sustainable development view,this paper proposes the frame-work about the access path to sustainable competitive advantage of internet companies,and tests preliminarily the framework by taking the process of how Qihoo 360acquires sustainable competitive advantage.The research concludes that when firm resources conform to the VRIO frame-work,the firm will obtain short-term competitive advantage;firms with short-term competitive advantages have more abundant resources and ability to improve firm performance,which in turn can facilitate the long-term maintenance of the characteristics of internet companies.With this dynamic cycle,the firm will obtain long-term sustainable competitive advantage.

The FRAND (fair, reasonable and non-discriminatory) licensing of the standard-essential patents is a frontier issue of both academia and industry. The research focuses on eight typical cases about standard-essential patents in the communications world, using multi-case study , patent-bibliometric analysis method and content analysis method based on the litigation judgments, identifies the SEPs and their statistical characteristics, and clarifies the core connotation and main factors influencing the FRAND licensing. This research further proposes that the reasonable licensing shall measure "contribution value" of standard-essential patents and points out the pricing path of licensing. The results can provide references for the governments, courts, companies and other organizations.

Focusing on the big challenge of changing China’s “low quality” labor into a sustainable competitive advantage, this paper conducts a case study and grounded research on HDL(Hai-Di-Lao Restaurant Chain) to examine its corporate values, strategies and HRM and their effects on enterprise performance. The study finds that "HDL model" is, in essence,an early form of sustainable enterprise which is based on "humanistic management" values and coordinated economic logic and institutional logic. Based on a balanced triple value system(economic-emotional–social values) and a shared vision/mission, this kind of enterprises have an innovative and integrated strategy system which incorporate its different competitive strategy, human capital strategy and Corporate Social Responsibility strategy into a cohesive one, and uses a SHRM system as its main management tool. These firm behaviors will make contribution to enterprise’s good economic,employee and social performance and lead to enterprises’ sustainable development.At last, based on the HDL mode and classic organizational sociological theories, this paper proposes a "double helix" firm model of coordinated economic logic and institutional logic. The paper also discusses the future development of the theory and its management application in China’s transitional economy.

With the advantageS of environmental protection, resource saving and cost saving, remanufactured products has been widely recognized by the government, the public and the enterprises. However, in areas such as electronic products, consumers' market reaction are not so positive，which limit the sustainable development of remanufactured products. This paper uses the basic method of grounded theory, based on consumer effective commentaries which collected from online forums, make an effort to tap first hand feedback information provided by consumers, trying to find the main factors affecting consumer purchase intention of remanufactured product and purchase intention formation mechanism. This study finds that: (1) Due to the special attributes of remanufactured products, the formation process of consumers ‘purchase intention include the formation stage of attitude and the evaluation stage of perceived value, the positive attitude is the precondition to entering the stage of perceived value evaluation.(2) In the specific context of studying consumers purchase intention of remanufactured products, consumer attitudes include two dimensions of trust degree and psychological acceptance of remanufactured products. These new findings reveal that the formation mechanism of purchase intention for remanufactured products is different from ordinary products, it has its own characteristics. This paper also answers why the remanufactured products (such as auto parts) that face corporate customers develop rapidly than the direct-to-consumer remanufactured products (such as electronics), which has enriched the research of predecessors.

组织惯性研究中“选择决定论”与“组织适应论”的视角冲突,割裂了企业对组织惯性的认知,难以形成相匹配的应对模式。文章从资源基础理论视角切入设计案例研究,研究发现企业组织惯性的重构路径会经历三个主要阶段:(1)组织外围结构先行演化,不断试错,形成可被纳入核心结构的能力;(2)基于形成的能力进行资源动员,丰富可能的资源和能力组合方案;(3)通过解构与重组惯性的方式构建动态调节机制。研究结论有助于丰富组织惯性和资源基础的研究文献,弥合了组织惯性研究的视角冲突,在组织变革中引入了管理者的资源管理能力;同时可为企业无法准确识别环境变化时提供一个处理组织惯性的可行指导方案,促使企业组织的成长演化过程向进化转变。

Since the concept of strategic readiness put forward by Kaplan and Norton, researches on strategic readiness of human capital have become prevalent. Based on literature review, 25 questions under 6 aspects, which represent how to assess and promote strategic readiness of human resource, are concluded. Taking Neusoft as a case, this paper constructs a theoretical framework of assessing and promoting strategic readiness of human resource, using the single case study method with document classification and data coding technology. The results show that: (1) the assessing process consists of determining strategic job families, constructing competency profile and evaluating strategic readiness of human capital; (2) the promoting mechanism includes talent acquiring, talent training and talent drain controlling. On the basis, the factors which affect the validity of three mechanisms mentioned above are analyzed. The results show that: (1) recruiting technology, organizational attractiveness and recruiters’ behavior have significance on the validity of talent acquiring mechanism; (2) goal orientation, attentional advice, advance organizers, and preparatory information have significance on the validity of talent training mechanism; (3) organizational/supervisor’s support, distributive equity, payment, promotional opportunities, and employee job autonomy have significance on the validity of talent drain controlling mechanism. Based on the theoretical findings, management implications are proposed to suggest how to assess and promote strategic readiness of human capital.

With the development of big data, cloud computing, networking and other emerging technologies, real-time data analysis becomes possible. As the information consolidators and analyzers of the companies, financial organizations should change their objectives from value creation to value discovery to adapt to the impact of big data era, and the financial organization process and financial organization structure also need to change to achieve the goal. This paper summarizes the two big organization change experiences of IBM in the past two decades, proposes the future direction of transformation of financial organizations, and also suggests that financial organization processes should change from the business analysis afterwards to business forecast ahead, and financial organization structure should change from a fla structure to a networking one. This study not only enriches the value management theory , but also proposes the change direction for the financial organizations of enterprises in the coming big data era.

通过扎根理论结合Nvivo质性分析软件对中国企业家张瑞敏和任正非的案例进行系统分析,构建出一个领导行为过程模型,探讨了领导行为中任务导向型领导行为与关系导向型领导行为之间的关系。研究发现,关系导向型领导行为的维度表现为协调沟通、关爱下属、个人魅力、展示权威,任务导向型领导行为的维度表现为设定愿景、开拓创新、监控运营;其中关系导向型领导行为的四个维度对任务导向型领导行为的三个维度均有促进作用;最后发现任务导向型领导行为的三个维度之间存在阶段式的层层递进关系,研究结论有助于深化领导行为过程模型的内部行为机制。

在全球价值链分工日益成熟的背景下,跨国企业的关联交易安排日益复杂,如何制定转让定价规则以保证整体税负和风险水平同时较低成为跨国企业面临的新问题。通过W 集团在关联交易中转让定价策略的案例,运用价值链分析和功能风险分析,从企业价值创造和税收产生的源头着眼,沿着价值链的推进分析了VIE模式的跨国企业在转让定价中的税负与风险问题。基于价值链分析构建出跨国企业的转让定价分析模型,可为跨国企业制定转让定价策略提供新思路,也有助于丰富价值链分析的应用领域。

The rise of new media is changing the marketing and dissemination ways of animated films and their IP derivatives. How to stand out among numerous contents and attract more audiences has become an important issue. Based on the SIVA and AISAS theoretical models, this paper conducts a case study with “Boonie Bears” produced by Huaqiang Fantawild as the research sample, and makes an in-depth analysis of the content elements, word-of-mouth advertising, derivatives, and omni-channel marketing and communication strategies of animated films and their IP derivatives in the era of social media. The research shows that domestic animated films should focus on content innovation, make full use of new media resources, broaden marketing and communication channels, refine marketing strategies, and deepen cooperation with major video websites to jointly build a broader marketing and communication platform, so as to provide new perspectives and paths for the marketing strategies of relevant animated films. The research results are helpful for enhancing the influence of animated films and their IP derivatives and comprehensively improving the market attractiveness of animated films and related derivatives.

In order to clarify the value of traditional business ethics, and reveal the integrated schema of the special service, this paper follows the naturalistic philosophical methodology, and uses the grounded theory method to research six "China Time-honored Brands", which are from different industries, of different ownership, different size and different capital structure. After this analysis, constituent elements and the operation mode of special service were identified. On this basis, four research propositions and the concept configuration were put forward to, in light of the relevant theories of social psychology and service management. It can roughly reflect the research tradirion of service marketing and management theory, describe the commercial value form of unique oriental traditional ethics, and bring inspirations to the traditional service enterprise managers.

基于社会交换理论视角,以海底捞为对象展开案例研究,分析企业社会责任促使员 工敬业的内在机制,结果表明:①海底捞的企业社会责任包括以顾客为中心的双赢政策、自 觉遵纪守法、公平优待员工和主动关爱社会四个方面,并且后两个较高层次的社会责任表 现更为突出;②海底捞员工的敬业度包括热情主动、耐劳负责、细致用心和娴熟高效四个维 度;③企业履行较高层次的社会责任有助于增强员工与组织的社会交换关系,从而促使员 工更加敬业;④员工对组织文化越认同,企业社会责任对员工与组织的社会交换关系及其 敬业度的影响越大。研究结果有助于拓展企业社会责任内部效果的研究范畴,并可为企业 的社会责任承担和人力资源管理实践提供借鉴。

组织文化是影响企业技术创新的重要因素,然而学术界对于何种组织文化更有利于技术创新尚无定论,探索性创新和开发性创新双元能力的构建对于企业发展也至关重要。本文在前人研究的基础上,构建了组织文化变革与技术创新能力互动演化的理论框架,并结合我国上市高新技术企业的案例研究,发现组织文化与技术创新方式之间存在适配性,活力型文化有利于探索性创新,团队型文化有利于开发性创新,而市场型文化有利于探索性创新和开发性创新的并存发展。并且从动态角度来看,在不同时期的战略导向下组织文化的变革路径与技术创新方式之间呈现协同演化的特征,组织文化的变革会影响技术创新方式,企业选择不同的技术创新方式也需要组织文化进行相应的转变,在此互动循环过程中,企业构筑了持续成长的竞争优势。

In the era of the digital economy, the digital transformation of enterprise finance has become an important issue that needs to be studied and solved urgently. This research uses a multiple-case study and grounded theory methods to construct an exploratory theory. The results show that the improvement of laws and regulations, changes in economic environment, cultural transformation, technological progress, leadership promotion and internal financial needs have a significant impact on enterprise financial digital transformation. Promoting enterprise informatization, strengthening organizational mechanism guarantee, cultivating big data financial talent teams, realizing data opening and sharing, and creating a good cultural atmosphere are the conditions for enterprises to achieve financial digital transformation. The path of enterprise financial digital transformation includes transforming financial thinking, building a digital financial system, innovating financial analysis methods, restructuring financial processes, innovating financial models, and improving big data financial systems. The conclusion not only enriches the relevant theoretical research on financial digital transformation, but also provides a theoretical framework and tools for enterprises to systematically promote financial digital transformation.

The fact that a large number of excellent technological innovation-oriented enterprises are listed in US capital market is worth reflecting on since it is a great loss for domestic capital market. Inclusiveness of oversea capital market to equity structures is one of the greatest attractions for technological innovation-oriented enterprises. Based on case studies of JD.com Limited(JD) and Alibaba.com Limited(Alibaba), this paper investigates why technological innovation-oriented enterprises select dual class systems and its economic consequences. We find that the growth cycle and financing features, as well as the balancing power of the founding teams and investors before IPO are the main factors why technological innovation-oriented enterprises select dual class structures. By implementing dual class systems, JD and Alibaba continue the corporate culture and core value of the founders. Also, it solved the governance problems of strategic options and management inheritance, and is beneficial to resist hostile takeovers. In the macro background of IPO registration system reform and the “public entrepreneurship and innovation” policy, to discuss the applicability of dual class systems is of crucial practical significance.

For almost every social member, the Internet makes the data and information access convenient and costless. This facilitates the re-allocation of powers of product (and service) design among the related stake-holding participants, which was traditionally initiated by the vendor, but now by the user instead. Meanwhile, the direction of flow of data and information is from user to producer, which is reversing the traditional mode. Then the new business paradigm in the age of Internet is formulated as the society-involved design (SiD), that is, the related participants of social production have to collect the miscellaneous data and information at the points of users, and then to process the data to produce business knowledge, communicate the knowledge, and organize the production of product and service to meet the needs of users. The total process realizes the release, capture and conversion of cognitions of the users and all other participants. The SiD has three fundamental features, i.e., confluence analysis instead of flow analysis, innovation driven by product architecture, and cognitive resources development. The SiD is essentially distinctive from the incumbent business paradigms----mass production and mass customization.

This study proposes a research framework based on the review of theories of dynamic knowledge management and innovation capabilities. It then builds the content system and the concrete process of dynamic knowledge management by a single case study of Xiaomi Technology, and explores the effect mechanism of dynamic knowledge management on elevating innovation capabilities. It finds that the three core links of knowledge acquisition, conversion and application respectively affect the four sub-processes of innovation capabilities, namely, the formation of innovative ideas, recognition of innovation opportunities, creation of innovation solutions and implementation of innovation solutions.

User participation acts as the basis of successfully operating online communities. Nowadays, many online communities are facing the problem of a lower user participation level.Most previous researches viewed user participation activities as a single entity instead of exploring the possible categories of such activities,which is unconducive to the theoretical development and the practical operation of business communities.Taking online health community as an example,this paper firstly divides users’ online behavior into six types based on content analysis and SSBC,and then examines their correlations through statistical analysis and QAP approach.The empirical results show that emotional support,knowledge sharing,and off-topic behavior are the main behavior styles;and they are all correlated in a positive fashion. The findings in this paper will enrich the studies on behavior types of SSBC, straighten out the correlations among them,and develop theoretical research on online user participation,and will also offer practical insights to community operation.

新零售背景下,零售企业的商业逻辑会随高管认知产生不同,催生出多种商业创新模式。基于认知适应性理论和商业模式创新理论,以三顿半和玛丽黛佳为例,研究了新零售背景下高管团队认知适应性对商业模式创新的内在影响逻辑和结果表现。研究表明:认知适应性是商业模式创新的必要条件,且商业模式创新维度的选择与差异化源于特定商业环境中对认知适应性不同维度的理解与应用;认知适应性在商业模式创新中具有不同效应,表现为前摄式创新与反应式创新;商业模式的内容创新、结构创新和治理创新三个维度相互影响,共同作用于企业创新发展,但以内容创新为核心的商业模式创新将是中国中小企业在经济转向高质量发展的大环境下应提倡与发展的。

Based on different business models in third party logistics(3PL) industry , this research adopts comparative case study method to explore,from the perspective of contingency fit,how SF Express and FedEx choose different human resource management systems(HRMS) to support different business models in complex internal and external environment.The research finds:(1) The different business models lead to different HRMS vertical fit. Internal control-oriented HRMS fits function-oriented business model, while involnement-oriented HRMS fits supply chain integration business model; (2) Different HRMS is horizontal fit internally;(3) Internal control-oriented HRMS is fit for high external environment complexity and low internal environment complexity, while the involnement-oriented HRMS is fit for low external environment complexity and high internal environment complexity.

Organizational resilience is the core ability of social enterprises to maintain survival, achieve development and cope with crises in the context of VUCA (Volatility, Uncertainty, Complexity, Ambiguity). How to enhance the organizational resilience of social enterprises through the collaboration of multiple elements, and the complex influence effects and path mechanisms, have not yet formed a systematic interpretation. The fuzzy set qualitative comparative analysis (fsQCA) is used to test the configuration effect of the seven prerequisites of individual, organizational and environmental dimensions on the organizational resilience of social enterprises. The study finds that: First, the organizational resilience of social enterprises is the synergy and coupling of multiple factors. Second, a single factor is not a necessary condition for building organizational resilience. Third, there are three configurations that produce high organizational resilience and six configurations that produce non-high organizational resilience, which can be summarized into four paths. There is a causal asymmetric relationship between the two types of organizational resilience configuration paths. Fourth, legitimacy, entrepreneurial attention allocation and resource bricolage play an important role in driving the high organizational resilience of social enterprises. In addition, social enterprises lacking a policy support can obtain higher organizational resilience through other conditions. The research results expand the multi-dimensional analysis framework of organizational resilience theory and provide practical guidance for the stable development and continuous value creation of social enterprises.

The transition of enterprise management is bound to pose a challenge to the traditional financial accounting.To study how the financial staff enhance their competencies to adapt to the changing management environment has practical significance for the improvement of financial management theories and methods as well as the upgrading and transformation of enterprise management. However,little research has been conducted on which aspects of competency the financial staff should enhance,or what is the path to attain this goal.Based on the theory of competencies enhancement,this paper selects KaiSheng Biotech Company as the subject to study the financial staff’s predicament and how they manage to enhance their competencies during the management transition.The results show that:The competencies enhancement includes the capacity of awareness and perception of finance,the capacity of knowledge structure of finance,and the capacity of contingency and application of finance.The path to enhance competencies of financial staff is: Firstly, training the capacity of awareness and perception of finance so as to change their ideas and conceptions;secondly,improving the knowledge structure to enhance the competencies of financial staff;finally,enhancing the capacity of contingency and application of finance to obtain integration adaptability.At last,this paper establishes a theoretical framework of the path to enhance financial staff’s competencies,which has theoretical and practical significance for promoting the transformation and upgrading of enterprises,and may also enrich and guide financial staff to enhance their competencies.

互联网创新已成为数字化时代实体零售业业态演进的主要目标。众多实体企业面临着从传统店铺零售转型为互联网零售方式的转型难题。本研究基于适应性营销能力理论,探讨了实体零售业从互联网转型战略到互联网转型项目实施过程,并构建了实体零售业互联网演进能力迁移的理论框架。研究发现:①适应性营销能力是解释实体零售业演进能力迁移的关键,实体零售企业互联网演进过程可以按照“互联网战略导向→适应性营销能力→组织政治策略→绩效”的关系进行表述;②实体零售业转型的主要战略是互联网市场导向和互联网技术导向,战略选择是基于企业自身资源基础和相对优势的分析;③实体零售业组织在互联网创新的角色具有双面性,即鼓励创新又适当妥协。研究结论进一步丰富了零售业演进理论和适应性营销理论的相关研究,对当前互联网环境下企业如何实施互联网战略转型具有实践指导意义。

With its deep application, information technology has developed from the alternative device of manual labor to the source of competitive advantages for a company.Informationization achievements are inseparable from the roles of IT department. Taking the Pearl River Beer Group as the research subject, this case study explores the process and path of the evolution of IT department roles in the context of informationization. It finds that IT department roles change from operational level to strategic level by interacting with top managers and CIO in the process of business strategy-IT strategy alignment. This paper summarizes the process model and dynamic mechanism of IT department roles evolution, which will provide enlightenment to the informationization construction of enterprises.

Adopting an exploratory single case study method ,this paper takes Bendi Benwu as the research objec to explore the relationship between social embeddedness, BOP strategy and business model constrution with analyzing the process of building the company’s business model. The finding reveals taht social embeddedness influence the business model construction of e-comerce enterprises of agricultural products in two ways, relationl embeddedenss, and structural embeddedenss;different ways of strtegic implementation of the resources type BOP affect the business model from different dimensions;and social embeddedenss and BOP strategy are to promote each other, the depth of social embeddedenss having a positive impact on the smooth degree and validity of the implementation of BOP strategy.

Abstract: Corporate culture is the soul of business management, the fundamental task and goal of the construction of corporate culture are to make corporate culture fully play its role and for the staff to believe corporate culture from their heart. In this paper, we use case study method based on Xinyulou to research the mechanism of how corporate culture plays a role, and build a model of culture empowerment for organization. Then the paper researches the mechanism of how employees feel confident of corporate culture in the corporate culture empowerment. Corporate cultural confidence reflects in that employees would consciously believe in corporate values, abide by management systems, and maintain organizational climate.

在数字化背景下,财务共享服务中心如何通过质量管理引领财务共享业务操作标准 化、控制财务共享相关风险、更好地完成基础工作并为集团提供增值服务? 是理论界与实 务界关注的问题,但鲜有研究涉及。基于扎根理论的研究方法,以 HX 财务共享服务中心 为案例,总结了开展质量管理的相关做法及成果,并对财务共享服务中心的质量如何定义、 财务共享服务中心如何开展质量管理、数字化在财务共享服务中心质量管理中如何应用进 行了分析和探讨,并形成了数字化背景下财务共享服务中心质量管理模型。希望能够为其 他财务共享服务中心提供一定的质量管理的经验借鉴,并对质量管理等相关理论在财务共 享领域的应用进行一定的补充。

Branding is the ability to make products or services unique in the marketplace and to be perceived by buyers. This study takes Voglia d'Italia Tour s.r.l as case to analyze the different characteristics of strategic fit in the introduction stage, the awareness stage and the well-known stage of enterprise branding. It also analyzes how to achieve the branding target by balancing the relationship between internal branding and external branding. The results of research show that: The different brand strategic fits will lead to different stage of branding. Enterprise branding id achieved via the fit between the internal and external branding. The logic of external branding can be illustrated by the Taoist maxim “What drives a motion is the dynamics of opposing forces”, i.e., the management and customers communicate through dissemination and feedback on branding. Likewise, the logic of internal branding is “The weakness marks the course of Tao's mighty deeds”, i.e., the positioning of brand has to be implemented through practice and control by the management over staff. Internal and external forces promote the spiraling development of enterprise branding. This research can provide a systemic perspective and experiential support framework for the brand construction of enterprises.

Cultural differences is widely regarded a very important factor influencing cross-border M&A process and performance, but it’s unclear to us how it acts. This research aims to identify the moderating variables in the influence mechanism of cultural differences. Base on prior theoretical research and three case studies of Lenovo-IBM PC, SAIC-Ssang Yong Motor and BenQ-Siemens Mobile, a new model is developed in this paper, which posits that national cultural difference affect M&A performance through social de-integration and knowledge complement, the former in a positive way and the latter in a negative way. The interaction degree and integration capability affects their performance and outcome. In addition, the collectivism of the acquired enterprise has specific influence on social intergration.