Essay格式范文：Globalization, Localization and Internationalization Comparison
Essay格式范文-全球化、本土化与国际化比较。本文是一篇由本站代写服务提供的essay格式范文，主要内容是讲述直到今天生活方式不太一样了，很多商界作者作家和编辑都谈到了组织变化，为了在竞争上生存，一个人需要有创造力、有组织、装备精良，但重要的是保持安全，总而言之，我们正在见证一场蜕变，在这场蜕变中，一家企业正根据其所在地区的市场状况进行照顾、处理或定制。下面就一起来看一下这篇留学生essay格式范文。
INTRODUCTION 引言
“THE ONLY THING THAT IS CONSTANT IN TODAY’S WORLD IS CHANGE”- Dr. Mary Engelbreit (1983)
“当今世界唯一不变的就是变化”——Mary Engelbreit博士
Looking at the world 20 years back, its a way too different place to live in today. Over the years numerous authors, writers and editors from the business world magazines have spoken about changes in organization. To survive in the competitive arena, one needs to be creative, organized, well equipped and most important he or she needs to be secure from the ongoing rivalry. It is not new that Information Technology has become one of the most important aspects in the business world. Its been talked about in most business houses across the globe since most of them have already entered off shore markets or are planning to do so. In short, we are witnessing a metamorphosis in which a business is being taken care off , handled or customised according to the market situation of the region of its existence
看看20年前的世界，今天的生活方式太不一样了。多年来，许多来自商界杂志的作者、作家和编辑都谈到了组织的变化。为了在竞争舞台上生存，一个人需要有创造力、有组织、装备精良，最重要的是，他或她需要在持续的竞争中保持安全。信息技术已经成为商业世界中最重要的方面之一，这并不是什么新鲜事。全球大多数企业都在谈论它，因为它们中的大多数已经进入或计划进入离岸市场。简言之，我们正在见证一场蜕变，在这场蜕变中，一家企业正根据其所在地区的市场状况进行照顾、处理或定制
Going 3 to 4 years back one can easily gauge the trends changing in the business world, ( Lakshmi Mittal,2010). And trends setting in a very predictable and a monotonous fashion its discernible to the grandness and quality it carries. For any organization to expand its market share or addressable market, it is very important to have key and accurate information about the market , space or region it plans to hit.
回顾3到4年前，人们可以很容易地衡量商业世界的变化趋势（Lakshmi Mittal，2010）。趋势以一种非常可预测和单调的方式形成，其盛大和品质是显而易见的。对于任何组织来说，要扩大其市场份额或目标市场，掌握其计划进入的市场、空间或地区的关键和准确信息是非常重要的。
Similarly United Breweries (Holdings) Ltd which is the centrepiece of this dissertation has been following the trend of vertical and horizontal market expansion. the company holds 63% of the market share for india in the beer business ( Annual Report, FY07-08). However having acquired the the scotch giant ( Whyte and Mackay) in the United Kingdom is a clear step towards the internationalization of the group at large. With Dr Manmohan Singh ( Prime Minister of India) forecasting a growth rate of 7 to 8.5 % in the economy it is very evident that offshore business are bound to flourish , ( TOI, 2010) .
与此类似，作为本文核心的联合啤酒（控股）有限公司一直遵循着纵向和横向市场扩张的趋势。该公司在印度啤酒业务中占有63%的市场份额（年报，FY07-08）。然而，在英国收购苏格兰威士忌巨头（怀特和麦凯）是该集团走向国际化的明显一步。曼莫汉·辛格博士（印度总理）预测经济增长率为7%至8.5%，很明显，离岸业务必将蓬勃发展（印度国际投资研究所，2010年）。
Although according to Jan-Erik ,1997), in the last decade or so there has been a lot of appreciation for internationalization due to the intention to clear hunger for market expansion and increasing the addressable market share. Although theories and kinetics behind the concept of internationalization will be briefly discussed in third chapter titled literature review. However internationalization theories in India have always been parallel to the economies of scale in the industry. India’s culture for drinking beer has grown in the past few decades. Beer companies have come and gone but not to many have sustained as Kingfisher beer.
尽管根据Jan Erik，1997）的说法，在过去十年左右的时间里，由于有意消除对市场扩张和增加可寻址市场份额的渴望，人们对国际化有了很大的赞赏。尽管国际化概念背后的理论和动力学将在第三章（文献综述）中简要讨论。然而，印度的国际化理论一直与该行业的规模经济相平行。印度的啤酒文化在过去几十年里不断发展。啤酒公司来了又走，但没有多少公司能像翠鸟啤酒那样持续经营下去。
Kingfisher the King of Good Time is a classic brand with a net worth of Rs 50 billion. Signifying energy, youthfulness, and freedom. It is a brand formed United Breweries group. Kingfisher is the largest selling beer in India covering 28% of the market share in the business. The brain behind the beer is the current chairman of the UB group Dr Vijay Mallya. The brand has made a name worldwide spreading over 52 countries. It all started from Bangalore, India in the 1980’s leading to become the biggest liquor company in the world. The company’s marketing strategy was what made them big and keen interest from the CEO himself made a difference in the sales.
“美好时光之王”翠鸟是一个拥有500亿卢比净资产的经典品牌。象征着能量、青春和自由。这是一个品牌形成的联合啤酒集团。翠鸟是印度销量最大的啤酒，占据了该业务28%的市场份额。啤酒背后的大脑是UB集团现任主席Vijay Mallya博士。该品牌已在全球52个国家声名鹊起。这一切都始于20世纪80年代的印度班加罗尔，成为世界上最大的酒业公司。公司的营销策略使他们成为大人物，而首席执行官本人的浓厚兴趣也对销售额产生了影响。
However, with high competition in the market the marketing strategy for Kingfisher beer to enter different market segments was essential. Being a large firm it would have been easy to enter markets by pumping in money, but a different level of strategy is required to sustain in the industry (UB Group, 2006).
然而，在市场竞争激烈的情况下，翠鸟啤酒进入不同细分市场的营销策略至关重要。作为一家大公司，通过注入资金进入市场是很容易的，但在行业中需要不同水平的战略来维持（UB Group，2006）。
To make any small or large firm successful, steps need to be taken towards advancement. Steps to expand, enter and explore will benefit firms looking for success. Literature indicates that more the steps taken the better the performance. Therefore, according to some literature review entering a new market and exploring it to the fullest brings about beneficial changes for the firm. However in this essay, the investigation into a Indian Liquor company United Breweries – Kingfisher beer, as to how it has managed to capture a huge market not only India but also worldwide.
要想让任何一个小公司或大公司取得成功，都需要朝着进步的方向迈出步伐。扩张、进入和探索的步骤将有利于寻求成功的公司。文献表明，采取的步骤越多，性能越好。因此，根据一些文献综述，进入一个新市场并充分探索它会给公司带来有益的变化。然而，在本文中，对印度酒业公司联合酿酒厂（Kingfisher beer）的调查表明，该公司是如何在印度乃至全球范围内占领巨大市场的。
In the next chapter the author will discuss the basics of the project intended. However the foundation of any such project that requires extensive research and critical evaluation of the data collected. It is very important to be ethical while researching, gathering and correlating data so that no half or incomplete data has been put down in this piece of work without proper citation provided. Proper care would be taken so that no information is leaked out the academic institution and determine the organization that is being critically evaluated.
在下一章中，作者将讨论该项目的基本内容。然而，任何此类项目的基础都需要对所收集的数据进行广泛的研究和批判性评估。在研究、收集和关联数据时，遵守道德是非常重要的，这样在没有提供适当引用的情况下，就不会在这项工作中列出一半或不完整的数据。将采取适当的谨慎措施，以免信息泄露给学术机构，并确定正在接受批判性评估的组织。
CHAPTER2 第（2）章
RESEARCH QUESTIONARE AND RATIONALE
研究问题与基本原理
2.1 OVERVIEW AND BACKGROUND 概述和背景
India’s culture for drinking beer has grown in the past few decades. Beer companies have come and gone but not to many have sustained as Kingfisher beer. Kingfisher the King of Good Time is a classic brand with a net worth of Rs 50 billion. Signifying energy, youthfulness, and freedom. It is a brand formed United Breweries group. Kingfisher is the largest selling beer in India covering 28% of the market share in the business. The brain behind the beer is the current chairman of the UB group Dr Vijay Mallya.The brand has made a name worldwide spreading over 52 countries. It all started from Bangalore, India in the 1980’s leading to become the biggest liquor company in the world. The company’s marketing strategy was what made them big and keen interest from the CEO himself made a difference in the sales. However, with high competition in the market the marketing strategy for Kingfisher beer to enter different market segments was essential. Being a large firm it would have been easy to enter markets by pumping in money, but a different level of strategy is required to sustain in the industry (UB Group, 2006).
印度的啤酒文化在过去几十年里不断发展。啤酒公司来了又走，但没有多少公司能像翠鸟啤酒那样持续经营下去。“美好时光之王”翠鸟是一个拥有500亿卢比净资产的经典品牌。象征着能量、青春和自由。这是一个品牌形成的联合啤酒集团。翠鸟是印度销量最大的啤酒，占据了该业务28%的市场份额。啤酒背后的大脑是UB集团现任主席Vijay Mallya博士。该品牌已在全球52个国家声名鹊起。这一切都始于20世纪80年代的印度班加罗尔，成为世界上最大的酒业公司。公司的营销策略使他们成为大人物，而首席执行官本人的浓厚兴趣也对销售额产生了影响。然而，在市场竞争激烈的情况下，翠鸟啤酒进入不同细分市场的营销策略至关重要。作为一家大公司，通过注入资金进入市场是很容易的，但在行业中需要不同水平的战略来维持（UB Group，2006）。
Beer drinking culture in India has been evident from a time where it was a colony of the British Empire. Although the roots of kingfisher can be traced back to United Kingdom where it originated and from there on got transported to India where it is currently headquartered.
印度的啤酒文化从它还是大英帝国殖民地的时候就很明显了。尽管翠鸟的起源可以追溯到它的起源地英国，并从那里被运送到它目前的总部所在地印度。
2.2) RESEARCH QUESTIONARE AND RATIONALE 研究问题和基本原理
The author intends to critically evaluate the following question wherein coming out with precise and definitive answers would be the main intension through the literature review.
作者打算通过文献综述对以下问题进行批判性评价，其中给出准确和明确的答案将是主要意图。
What is internationalization- A concept.
什么是国际化——一个概念。
History of internationalization ? and its First traces of scholarly articles?
国际化的历史？以及其学术文章的最初痕迹？
What sort of theories are there in internationalization?
国际化有什么样的理论？
History of UB group ? what sort of a product profile does it have?
UB集团的历史？它有什么样的产品简介？
How does organizational culture affect internationalization? ( A kingfisher Prespective)
组织文化如何影响国际化？（翠鸟视角）
What is the international and domestic marketing theory of UB group?
UB集团的国际和国内营销理论是什么？
Internationalization strategy, Its annual accounting, public listing?
国际化战略、年度会计、上市？
Kingfisher entry in different markets how and when were they done and how did it help them grow as a brand?
翠鸟进入不同的市场是如何以及何时完成的，这如何帮助他们作为一个品牌成长？
Financial development and economic growth of the company?
公司的财务发展和经济增长？
comparision between globalization , localization and Internationalization?
全球化、本土化与国际化的比较？
Conclusions with regards to organization, market trends, supply chain management and consumer behaviour.
关于组织、市场趋势、供应链管理和消费者行为的结论。
The above set of questions are based on an overview of the concept of internationalization and the current market position of the organization in discussion. However it is said that there is no right or wrong answer to any question since the exsistence of knowledge and correlation of data. But the author intends to answer the above set of questions with precise knowledge and proper citation ( references).
上述一组问题是基于对国际化概念和所讨论组织当前市场地位的概述。然而，有人说，由于知识的存在和数据的相关性，任何问题都没有正确或错误的答案。但作者打算用准确的知识和适当的引用（参考文献）来回答上述问题。
2.3) IMPORTANCE AND PURPOSE OF STUDY 研究的重要性和目的
Internationalization is an ongoing and never ending process with regards to vertical and horizontal growth of an organization. For large and public enterprises it is necessary to enter the international market because of the growing competition in the local and regional market. And for any such decision for going international it very necessary to have adequate financial reserves, equally qualified man power and a management. And given the competition in the current domestic market that kingfisher beer addresses, it one of the pressing priority for such a step.
国际化是一个持续不断、永无止境的组织纵向和横向发展过程。对于大型和公共企业来说，由于当地和地区市场的竞争日益激烈，有必要进入国际市场。对于任何这样的国际化决策来说，拥有足够的财政储备、同样合格的人力和管理层是非常必要的。考虑到翠鸟啤酒在当前国内市场的竞争，这是迈出这一步的当务之急之一。
MARKET SHARE 市场份额
The above figure shows that the competitors are fast catching up with kingfisher and thus making it more evident from to foray for greener pastures with regards to new business initiatives. Although it still remains the market leader even in the current market share but comparing 63% in FY07-08 and 48% FY 09-10 it is clearly evident that the company is losing grip. The reason behind such a drastic change is because fosters and knock-out which subsequently new entrants hold about 37% of the market share , ( Yogin Vora, 2009).
上图显示，竞争对手正在迅速追赶翠鸟，从而使其在新的商业举措方面更加明显地向更绿色的牧场进军。尽管即使在目前的市场份额中，它仍然是市场领导者，但与07-08财年的63%和09-10财年的48%相比，很明显，该公司正在失去控制。这种剧烈变化背后的原因是培育和淘汰，随后新进入者占据了约37%的市场份额（Yogin-Vora，2009）。
This indeed is an alarming situation for UB group that is the parent company that owns many of brands like Kingfisher Beer. However earlier this decade, the business world saw the takeover of Whyte and Mackay Scotch Whiskey by United Breweries. And with all the other international beers like Fosters, Budwiser and Carlsberg entering Indian markets it has become substantially important for UB group and Kingfisher beer to look for greener pastures. Hence a very crucial assumption is that market knowledge is acquired and collaborated from the current business activities in the market. But then to counter this experimental knowledge it is very important to have accurate forecast or one has to be in a capacity to manipulate the market trends.
对于拥有翠鸟啤酒等众多品牌的母公司UB集团来说，这确实是一个令人担忧的情况。然而，在本十年早些时候，联合酿酒厂收购了怀特和麦凯苏格兰威士忌。随着福斯特、百威和嘉士伯等所有其他国际啤酒进入印度市场，UB集团和翠鸟啤酒寻找更环保的牧场变得非常重要。因此，一个非常重要的假设是，市场知识是从市场中当前的商业活动中获得和合作的。但为了对抗这些实验性知识，准确的预测非常重要，否则就必须有能力操纵市场趋势。
CHAPTER(3) 第（3）章
LITREATURE REVIEW AND ANALYSIS
文献综述与分析
3.1) INTRODUCTION TO INTERNATIONALIZATION (A FORMAL APPROACH) 国际化介绍（正式方法）
This chapter will futher intend to put light and give detailed information on the said subject ( IE : Internationalization of Kingfisher Beer). But to start with it will explain the makeover shift in the way business has changed in the last decade after the industrial revolution hit India. And finally it will conclude with detailed example and critical evaluation of kingfisher beer’s current market with regards to entering the international markets. It will also try and explain how does culture play an important role in terms of expansion of business and setting up base outside home turf. However the literature review will also attempt to answer all the research based questions put forth for creating a base of the research.
本章将进一步阐明并提供有关上述主题（即：翠鸟啤酒的国际化）的详细信息。但首先，它将解释印度工业革命后，过去十年商业方式的转变。最后，以翠鸟啤酒进入国际市场为例，对翠鸟啤酒目前的市场进行了详细的分析和评价。它还将试图解释文化如何在业务扩张和在本土以外建立基地方面发挥重要作用。然而，文献综述也将试图回答为创建研究基础而提出的所有基于研究的问题。
The literature review also tends to put light on subject like comparisons between internationalization, globalization and localization.
文献综述也倾向于对国际化、全球化和本地化之间的主题性比较进行阐述。
Definitions are always abstract with regards to its relativity,( M Oviatt, 2000).
就其相对性而言，定义总是抽象的（M Oviatt，2000）。
Looking at the current business scenario and geographic becoming practically non existent one can easily gauge out the importance of going international or changing regions for market expansion. This only happens when an organization is financially sound with regards to infrastructure, cash reserves, goodwill from financial institutions and proper vision. The alcohol market in western India alone stands at Rs 3,000 crore ( IE 1 £ = Rs 74.232) which makes it a million dollar business, (Yogin Vora, 2010). And even after beer not being a drink that originated in India the CAGR of the beer industry in India is at 14.3%, which is much higher than other countries, (FT.COM. Arp – 2010). Even yet ,according to the same source till date 90% of the market trend are still controlled by UB group and SAB Miller. However for entering international markets, it is necessary for any company to gauge the multitude of the events and actions (Jan Jhonson, 2001).
从目前的商业场景和地理位置变得几乎不存在的情况来看，人们可以很容易地判断出走向国际或改变地区对市场扩张的重要性。只有当一个组织在基础设施、现金储备、金融机构的商誉和适当的愿景方面财务健全时，才会发生这种情况。仅印度西部的酒类市场就有30亿卢比（即1英镑=74.232卢比），这使其成为一项价值百万美元的业务（Yogin Vora，2010）。即使啤酒不是起源于印度的饮料，印度啤酒行业的复合年增长率仍为14.3%，远高于其他国家（FT.COM.Arp–2010）。尽管如此，根据同一消息来源，到目前为止，90%的市场趋势仍由UB集团和SAB Miller控制。然而，为了进入国际市场，任何公司都有必要衡量各种事件和行动（Jan Jhonson，2001）。
To make any small or large firm successful, steps need to be taken towards advancement. Steps to expand, enter and explore will benefit firms looking for success. Literature indicates that more the steps taken the better the performance. Therefore, according to some literature review entering a new market and exploring it to the fullest brings about beneficial changes for the firm. However in this essay, the investigation into a Indian Liquor company United Breweries – Kingfisher beer, as to how it has managed to capture a huge market not only India but also worldwide. India’s culture for drinking beer has grown in the past few decades. Beer companies have come and gone but not to many have sustained as Kingfisher beer. Kingfisher the King of Good Time is a classic brand with a net worth of Rs 50 billion, signifying energy, youthfulness, and freedom.
要想让任何一个小公司或大公司取得成功，都需要朝着进步的方向迈出步伐。扩张、进入和探索的步骤将有利于寻求成功的公司。文献表明，采取的步骤越多，性能越好。因此，根据一些文献综述，进入一个新市场并充分探索它会给公司带来有益的变化。然而，在本文中，对印度酒业公司联合酿酒厂（Kingfisher beer）的调查表明，该公司是如何在印度乃至全球范围内占领巨大市场的。印度的啤酒文化在过去几十年里不断发展。啤酒公司来了又走，但没有多少公司能像翠鸟啤酒那样持续经营下去。Kingfisher the King of Good Time是一个经典品牌，净资产达500亿卢比，象征着活力、年轻和自由。
Kingfisher is the largest selling beer in India covering 28% of the market share in the business. The brain behind the beer is the current chairman of the UB group Dr Vijay Mallya although the business of beer making was bought by Mr. Vitthal Das Mallya .The brand has made a name worldwide spreading over 52 countries. It all started from Bangalore, India in the 1980’s leading to become the biggest liquor company in the world. The company’s marketing strategy was what made them big and keen interest from the CEO himself made a difference in the sales. However, with high competition in the market the marketing strategy for Kingfisher beer to enter different market segments was essential. Being a large firm it would have been easy to enter markets by pumping in money, but a different level of strategy is required to sustain in the industry (UB Group, 2006). Speaking about the marketing strategy, any complaints, disagreements and grievances can be directly mailed to the chairman of the organization (Company Report, 2009). The marketing strategies of the organization would be discussed in the sub chapters of literature review.
翠鸟是印度销量最大的啤酒，占据了该业务28%的市场份额。啤酒背后的智囊团是UB集团现任主席Vijay Mallya博士，尽管啤酒制造业务被Vitthal Das Mallya先生收购。该品牌已在全球52个国家声名鹊起。这一切都始于20世纪80年代的印度班加罗尔，成为世界上最大的酒业公司。公司的营销策略使他们成为大人物，而首席执行官本人的浓厚兴趣也对销售额产生了影响。然而，在市场竞争激烈的情况下，翠鸟啤酒进入不同细分市场的营销策略至关重要。作为一家大公司，通过注入资金进入市场是很容易的，但在行业中需要不同水平的战略来维持（UB Group，2006）。谈到营销策略，任何投诉、分歧和不满都可以直接邮寄给组织主席（《公司报告》，2009年）。该组织的营销策略将在文献综述的子章节中进行讨论。
3.2) HISTORY OF INTERNATIONALIZATION AND TRACES OF THE FIRST SCHOLARLY ARTICLES国际化的历史和第一批学术文章的痕迹
It is very debatable for to discuss about managerial or operational practices because when one set a date about their origin a few years down the line someone comes up with an alternative thought or proof to change the dates or years of origin. For example, most people would say that information security first came into practice during WW1 (World War1) when the French invaded the Spanish empire after failing about 12 years ago due to cipher created by the Spanish military personal.
讨论管理或运营实践是非常有争议的，因为当一个人在几年后设定了起源日期时，有人会想出另一种想法或证据来改变起源日期或年份。例如，大多数人会说，信息安全第一次在第一次世界大战期间开始实施，当时法国入侵西班牙帝国，大约12年前由于西班牙军人创建的密码而失败。
But then what explanation can one give about the messages created by Julius Caesar in C50 BC, who used the same theory in a nomadic manner for passing on secretive messages without getting leaked out?
但是，对于尤利乌斯·凯撒在公元前C50年创造的信息，我们能给出什么解释呢？凯撒以游牧的方式使用同样的理论来传递秘密信息而不被泄露？
Considering researched articles and the information on public domain which are open to end users like the author himself the first traces of scholarly articles about internationalization dates back about 30-to-50 years. In the year 1978 a few authors actually discussed and critically evaluated the theoretical line of internationalization which is not long back. This topic is fairly new has never been tapped on or discussed in detail with regards to modelling an organization at the size of kingfisher or for to mention UB Group.
考虑到研究文章和对像作者本人这样的最终用户开放的公共领域信息，关于国际化的学术文章的最初痕迹可以追溯到大约30-50年前。1978年，少数学者对我国不久前的国际化理论路线进行了深入探讨和批判性评价。这是一个相当新的话题，从未被详细讨论过，以翠鸟大小的组织建模，更不用说UB集团了。
Internationalization as a process has been viewed to enhance and expand the current addressable market and to start new business initiative outside home turf. Although there is no set definition for internationalization. Several authours in the past have discussed a lot of theories regarding international trade for example absolute cost advantage, ( A Smith, 1776) ,Comparative Cost Advantage, ( David R, 1817) to name a few. However in the sections below some of the relevant theories to kingfisher Beer and UB Group would be critically analysed. But looking at the current financial of this organization one can easily make out that even after having a deficit of 14% the company is still showing profits with regards to revenue, (Annual Report,2009).
国际化作为一个过程，被视为增强和扩大当前的目标市场，并在本土之外启动新的商业计划。尽管国际化没有固定的定义。过去，一些学者讨论了许多关于国际贸易的理论，例如绝对成本优势（a Smith，1776）、比较成本优势（David R，1817）等等。然而，在以下章节中，将对翠鸟啤酒和UB集团的一些相关理论进行批判性分析。但从该组织目前的财务状况来看，人们很容易看出，即使在出现14%的赤字后，该公司仍在显示收入方面的利润（2009年年度报告）。
Internationalization of the firm and organization of the first world are bound to happen since the industrial revolution has hit the Asian sub continent. This is because of the cycle which has been set in this particular motion. Today it is every evident for the service industry organizations to look for other horizons for revenue. For example TATA CONSULTANCY SERVICES have crack a $100 BN deal with a company that is backed by the Chinese government, (Company Report,2009). This gives the researcher a positive approach to the concept of internationalization. Though the concept of internationalization only sticks to an outwardly research and aspects. But in the retrospect it is very important to look at both sides of a situation. Although over a period of a few years, one finds a very positive evidence of linear integration of outwardly internationalization and the organization’s internal growth and performance.
自从工业革命冲击亚洲次大陆以来，第一世界的企业和组织的国际化必然会发生。这是因为在这个特定的运动中设定的周期。如今，服务业组织显然在寻找其他收入来源。例如，塔塔咨询服务公司与一家得到中国政府支持的公司达成了一项价值1亿美元的交易（《公司报告》，2009年）。这使研究者对国际化的概念有了积极的认识。尽管国际化的概念只停留在表面研究和方面。但回顾过去，审视形势的两面性是非常重要的。尽管在几年的时间里，人们发现了一个非常积极的证据，证明了外部国际化与组织内部发展和绩效的线性整合。
3.3) THEORIES OF INTERNATIONALIZATION AND OTHER BUSINESS MODELS 国际化等商业模式理论
The process and models of internationalization have been manifested in a lot of ways and processes. There has been two types of approaches in terms of evaluating the dynamics of an organization while stepping up to internationalization. This sub chapter will discuss different theories that are pertaining to UB Group and its brand kingfisher Beer.
国际化的过程和模式表现在许多方面和过程中。在加速国际化的同时，有两种方法可以评估组织的动态。本小节将讨论与UB集团及其品牌翠鸟啤酒相关的不同理论。
The electric theory of internationalization which is the base of in most cases where a company or an entity expresses its desire to expand its operations in other territories, (Johanson and Vahlne 1999).
国际化的电学理论是公司或实体在大多数情况下表达其在其他地区扩大业务的愿望的基础（Johanson和Vahlne，1999）。
THE UPPSALA MODEL OF INTERNATIONALIZATION UPPSALA国际化模式
It is very important for any company or organization to have an adequate knowledge of the market it tends to enter. For this, one needs to have a theoretical model in place. Because such a model interprets into a fundamental interaction between the development of knowledge of offshore commercialized places while operational developments within the organization and on the other hand with the increasing commitment of the offshore markets. Although having a more specific model for a precise knowledge is very important keeping all aspects and sides of internationalization in consideration. However according to Johanson and Vahlne (1990), it is very authoritative to make a distinction between the change and aspects of the market which is also a very important part of Uppasala Model of internationalization. As far as the said model is concerned market knowledge and commitment are said to affect the strategy the most which in turn affects current activities and commitment decisions.
对任何公司或组织来说，对其进入的市场有足够的了解是非常重要的。为此，需要建立一个理论模型。因为这样的模型解释为离岸商业化场所的知识开发与组织内的运营发展之间的基本互动，另一方面与离岸市场日益增长的承诺之间的互动。尽管有一个更具体的精确知识模型非常重要，但要考虑国际化的各个方面。然而，根据Johanson和Vahlne（1990）的观点，区分市场的变化和方面是非常权威的，这也是Uppasala国际化模型的一个非常重要的部分。就上述模型而言，市场知识和承诺对战略的影响最大，而这反过来又影响了当前的活动和承诺决策。
THE INTERNATIONALIZATION OF A FIRM.
企业的国际化。
SOURCE: J. JHONSON (1990),”The Mechanics Of Internationalization”, International Marketing Review, Vol 1 No 1, pp. 11-23.
资料来源：J.JHONSON（1990），“国际化机制”，《国际营销评论》，第1卷第1期，第11-23页。
The above figure clearly explains the model and its relation to internationalization. A critical assumption is always based on the data received on market knowledge which also include perceptions and problems, (J. Jhonson,1990).there two aspects to the theory that are change and state aspects. The state aspects comprise of market commitment and market knowledge, the change aspects are current business activities and commitment decisions. Initial leeds and critical analysis about a competition generates new business initiatives. According to the above model, it is assumed that market commitment and market knowledge are assumed to affect decisions pertaining to arrangement and agreement to supply resources to the off shore market. Making the cycle a part of the integrated business operations is very important to have business continuity.
上图清楚地解释了该模型及其与国际化的关系。一个关键的假设总是基于所收到的市场知识数据，其中也包括认知和问题（J.Jhonson，1990）。该理论有两个方面，即变化和状态方面。状态方面包括市场承诺和市场知识，变化方面是当前的业务活动和承诺决策。最初的leeds和对竞争的批判性分析产生了新的商业举措。根据上述模型，假设市场承诺和市场知识会影响与向离岸市场供应资源的安排和协议有关的决策。使周期成为综合业务运营的一部分对于实现业务连续性非常重要。
The above model implies to a behavioural theory of the organization (Cyert and March, 1963). Further according to the same authors, a distinguishing feature of the internationalization process is that the organization is beamed as a vaguely bracketed classification in which different entities have a different part to play and follow a set protocol with regards to the progress and growth of the organization in the off shore market. The actors that are engaged in international market have different ideas, perceptions and concepts to place their products in the core running competitive market. The uppasala model denotes that experimental knowledge is also assumed as primary knowledge while predicting market uncertainty. This in turn generates business opportunities and subsequently a driving force in the international market. However to discuss the core competencies of this theory and model would take an entire article which would not be a profitable idea with regards to over viewing the entire concept of Internationalization.
上述模型暗示了组织的行为理论（Cyert和March，1963）。此外，根据同一作者的说法，国际化过程的一个显著特征是，组织被视为一个模糊的分类，在这个分类中，不同的实体可以发挥不同的作用，并遵循一套关于组织在离岸市场的进步和增长的协议。参与国际市场的参与者有不同的想法、认知和概念来将其产品置于核心竞争市场。upasala模型表示，在预测市场不确定性时，实验知识也被假设为初级知识。这反过来又产生了商业机会，并随后成为国际市场的推动力。然而，要讨论这一理论和模型的核心竞争力，需要一整篇文章，这对于过度看待国际化的整个概念来说不是一个有益的想法。
Although the Uppasala Model is traded off as precisely a generic model which can be blended into any organization but the critical evaluation of the said model puts light on factors that cannot be over looked with regards to the profitability. A few drawbacks are that the model is too preordainative in nature, does not put much light on the interlinked economies across the globe. The model further does not work for service industries. This model cannot be applied to the UB group since it does not apply to highly internationalized firms. The demographic locations and country borders are no longer considered to be a hurdle with regards to expansion. This model is territorial with regards to data collection and collaboration.
尽管Uppasala模型被视为一种可以融入任何组织的通用模型，但对所述模型的关键评估揭示了在盈利能力方面不能过度考虑的因素。一些缺点是，该模式本质上过于宿命论，没有太多地揭示全球相互关联的经济体。该模式进一步不适用于服务业。该模型不能应用于UB集团，因为它不适用于高度国际化的公司。人口位置和国家边界不再被认为是扩张的障碍。这种模式在数据收集和协作方面具有地域性。
THE TRANSACTION COST ANALYSIS MODEL (TCA) 交易成本分析模型（TCA）
To a different approach to models, TCA is more off a straight out model with regards to critically evaluating the same. While entering new markets it is important to have perfect competition since this could lead to an additional transaction cost while markets fail to comprehend the expenses in promoting products. To minimize costs it is important to employ a safeguard to which will explain the cost for irregular expectations to promote the product. Time is a witness for the frictions between the buyer and supplier with regards to the commercials discussed. The foundations to this are opportunistic behaviour which leads to self interest eventually. To safeguard this a corporate governance contract should be signed or agreed to protect the intrest of both parties. While the UB group is one of the most respected organizations in the Indian sub- continent this will work exactly in its favour.
对于不同的模型方法，TCA在批判性评估方面更偏离于直接模型。在进入新市场时，拥有完美的竞争是很重要的，因为这可能会导致额外的交易成本，而市场无法理解推广产品的费用。为了最大限度地降低成本，重要的是要采用一种保障措施来解释非正常预期推广产品的成本。时间见证了买方和供应商之间关于所讨论的商业广告的摩擦。其基础是机会主义行为，这种行为最终会导致自我利益。为了保护这一点，应签署或同意公司治理合同，以保护双方的利益。虽然UB集团是印度次大陆最受尊敬的组织之一，但这将对其有利。
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