Report on External Environment Analysis of Baidu s Big Data Business Globalization
Report on External Environment Analysis of Baidu’s Big Data Business Globalization
1 Introduction
With the development of the global economy, it is noticed that there is an increasing trend of companies’ internationalization since the “first age” (Wild and Wild, 2012:37) of globalization and there is a “real need” (Keillor, 2013:1) for business of all size to expand internationally. Besides the need of foreign markets mentioned early that attracts companies, the “limited growth opportunity” (Keillor, 2013:1) will barricade the firms from long-run operation, which pushes the companies abroad. Having known needs of globalization, it is time for companies to consider what objectives they want to achieve or in other words, what their motivations of globalization are. Three elements of motivation are focused in Daniels, Radebaugh and Sullivan (2011) including expanding sales, acquiring resources and minimizing risks. After the motivation, what options they should take when it comes to entry mode should be considered. Keillor (2013) argues that it is about how the product or service is distributed in and through the market. Different motivations lead to different entry modes. To acquire intellectual resources, for example, Zedtwitz and Gassmann (2002) indicate that there are four methods for companies in intellectual business to conduct their globalization business involving market and technology dimensions. Further, to be successful in the process of globalization, companies should be well aware of the business environment which usually includes political, economic, social, technological, etc. because they are very important when it comes to company strategies (Wild and Wild, 2012:310). However, companies preparing for international business often overlook the information they have as they think that they know the consumers in depth (Keillor, 2013:2). It would never be easy to have fully understanding of the changing business environment.
This paper is about the
1 Introduction
With the development of the global economy, it is noticed that there is an increasing trend of companies’ internationalization since the “first age” (Wild and Wild, 2012:37) of globalization and there is a “real need” (Keillor, 2013:1) for business of all size to expand internationally. Besides the need of foreign markets mentioned early that attracts companies, the “limited growth opportunity” (Keillor, 2013:1) will barricade the firms from long-run operation, which pushes the companies abroad. Having known needs of globalization, it is time for companies to consider what objectives they want to achieve or in other words, what their motivations of globalization are. Three elements of motivation are focused in Daniels, Radebaugh and Sullivan (2011) including expanding sales, acquiring resources and minimizing risks. After the motivation, what options they should take when it comes to entry mode should be considered. Keillor (2013) argues that it is about how the product or service is distributed in and through the market. Different motivations lead to different entry modes. To acquire intellectual resources, for example, Zedtwitz and Gassmann (2002) indicate that there are four methods for companies in intellectual business to conduct their globalization business involving market and technology dimensions. Further, to be successful in the process of globalization, companies should be well aware of the business environment which usually includes political, economic, social, technological, etc. because they are very important when it comes to company strategies (Wild and Wild, 2012:310). However, companies preparing for international business often overlook the information they have as they think that they know the consumers in depth (Keillor, 2013:2). It would never be easy to have fully understanding of the changing business environment.
This paper is about the