Why relying on intuition can backfire when it comes to crafting a successful business strategy.
Based on research by Haiyang Li, Xiwei Y and Geng Cui
What Can Firms In Emerging Markets Learn From Foreign Investors?
- Emerging markets such as China are increasing their outbound foreign direct investment.
- Inbound foreign investment can help firms by boosting knowledge.
- Firms looking to expand globally need to ensure that their organizational resources are adaptable to new markets.
When foreigners invest in emerging markets, the prospect for those markets’ local businesses looks bright. The payoffs for a country’s companies can range from injections of foreign capital to better managerial talent, technological sophistication and international know-how. But does foreign investment ever push local firms to venture into international projects of their own?
Together with Xiwei Yi of Peking University and Geng Cui of Lingan University, Hong Kong, Li launched a large-scale study of Chinese manufacturers to better understand how multinational investment in domestic companies influences the global market.
The subject was ripe for analysis. Over the past decade, more and more companies in China and other emerging markets have been testing the waters of direct investment in other countries in sectors as varied as food and beverages, apparel, electronics and transportation equipment.
Li’s team hypothesized that these emerging market companies were leveraging benefits that foreign investment had ferried into their home markets. This investment, the researchers theorized, had brought in useful resources and skills, which helped ease the local companies into international business markets.
To confirm this, the team needed to test whether the converse was true: Might information gained from foreign investors actually dull a local firm’s interest in branching out overseas? Maybe the risks of that type of venture — which are higher for firms in emerging markets — would seem too stark.
To find out, the researchers first vetted the literature on inward and outward investment activities. How, they wanted to know, did domestic firms interact with foreign players in the technology or product importing process? In equipment manufacturing? In franchising and licensing, mergers and acquisitions and activities such as setting up subsidiaries?
Working with a global research company, Li and his colleagues next surveyed 1,500 Chinese businesses in the food, clothing, electronics and vehicle industries. (Firms in finance, banking, natural resources and business services were ruled out because of their government ties, and also because such organizations usually use fewer resources, which made them harder to evaluate.)
Each company that took part in the survey rated how much they engaged with foreign investors in activities such as importing products and services or forming joint ventures. They also indicated if dealing with foreign direct investment had brought them foreign capital, advanced manufacturing know-how, managerial experience or competitive insight into overseas business.
The researchers also measured the “fungibility” of these firms’ resources — in other words, how easily could their organizational, cultural and technological resources be adapted to various geographical settings?
Finally, managers rated how risk-prone they thought their firms were.
After Li and his coauthors processed the answers, they found several links between foreign investment in domestic firms and local companies’ internationalization efforts.
First, there was a positive relationship between the local gains from foreign investment and a firm’s interest in internationalization projects. While this effect was indirect, it was amplified when foreign investment gave a firm new capabilities that made it more adaptable. In other words, the Chinese companies whose contact with foreign multinationals made them more adaptable in general were better positioned to prosper in ventures abroad.
This stands to reason, the researchers note. That’s because by its very nature foreign investment sparks awareness of new opportunities: Every business trip, plant visit or negotiation with foreign partners is a hands-on lesson in international trade.
But the researchers also uncovered a significant downside to foreign investment for local Chinese firms. When a project was considered high-risk, such as a merger or establishment of a wholly owned subsidiary, the local firms were less prone to venture abroad. This adverse effect was worse for firms that labeled themselves risk-averse, probably because exposure to foreign investors only made the risks of internationalizing clearer.
These findings add important detail to the way foreign investment can affect their local partners’ own international plans — for good and ill. Already, businesses in emerging markets are used to optimizing resources, wrangling diverse idioms and artisans and adapting logistically to get their products to market. That nimbleness, Li and his colleagues propose, should also be seen as a globalization tool. For businesses in emerging markets, the researchers conclude, day-to-day technical ability is actually less important than cultural and organizational flexibility — and applying lessons learned from foreign investors to their own projects abroad.
In other words, for firms in emerging markets, globalization is not just a path to new markets. It’s a way to study interactions with foreign firms while on their home turf — and learn how to apply those lessons abroad.
Haiyang Li is a professor of Strategic Management and Innovation at Jones Graduate School of Business at Rice University.
To learn more, please see: Li, H., Yi, X. & Cui, G. (2017). Emerging market firms’ internationalization: How do firms’ inward activities affect their outward activities? Strategic Management Journal, 38, 2704–2725.