講座題目：Digital Platforms as a Channel to Enter Foreign Markets: Overcoming the Liabilities of Foreignness and Complementorship
主講 人：李家濤Jiatao (JT) Li
講座時間：2022年11月3日（周四）13：30
騰訊會議：會議號946-701-253 密碼：1103
主講人介紹：
李家濤博士生導師，列任香港高防社會二本大學（科大）商實訓基地利國偉商學講席博士生導師,監管學系專題報告會博士生導師、科大商實訓基地商業服務策略與革新探析分析重心主任醫師, 科大高等專科學校探析分析院 (IAS)經驗豐富的學人, 長江學生專題報告會博士生導師,美式國家公司洽談電話協會(Academy of International Business，縮寫英文為AIB)院土,美式國家公司洽談電話協會(AIB)副的毛澤東(2016-2019),美式國家公司洽談電話協會(AIB)201八年會的毛澤東。
李家濤教授是國際商業戰略的資深專家，致力于推進新興國家的企業戰略研究。他目前擔任國際商務頂尖期刊Journal of International Business Studies(JIBS)副主編(2016-),Academy of Management Journal, Strategic Management Journal，Journal of Management, Global Strategy Journal, 和Journal of International Business Policy等國際頂級管理學期刊編委會委員。并于2009-2016期間擔任戰略管理頂尖期刊Strategic Management Journal(SMJ)的副主編。他曾于2013年7月-2017年7月任科大商學院資深副院長, 2009年-2013年7月任科大商學院副院長，2006-2017年8月任科大商學院管理學系系主任。他的研究領域包括組織學習、戰略聯盟、公司治理、創新和創業。他的研究成果經常發表在Academy of Management Journal, Academy of Management Review, Journal of International Business Studies, Organization Science, Strategic Management Journal,和Journal of Management等管理學頂級學術期刊，更有不少獲得最佳論文獎項。
講座摘要：
Digital commerce platforms have created a new channel for multinational enterprises (MNEs) to enter foreign markets. They can sell on such platforms as a third-party seller (also called a complementor) or as a supplier to the platform owner. The first approach gives better control of the marketing mix but it entails two challenges. The first is the liability of foreignness, and the second is the disadvantage of being a complementor on the platform, termed in this study as the liability of complementorship. Two empirical studies using data from Amazon.com and JD.com, leading e-commerce platforms in the US and China, respectively, show that maintaining control by selling as a third-party seller tends to predict lower sales compared to serving as a supplier to the platform owner. We also argue and find that the penalty associated with retaining control will be smaller for firms with a stronger brand and for firms whose consumers are favorably inclined to the digital business model. These findings provide new insight into how MNEs enter foreign markets by leveraging digital platform channels.
