Economic globalization has made the markets of various countries in the world more closely linked. The emergence of anti-globalization and trade protectionism has made the international market situation more complex. The development of a new round of information technology has added many dynamic factors to enterprises′ international entrepreneurship. The entrepreneurial cognition formed by entrepreneurs based on previous experiences will have a deeper impact on the performance of the enterprise. In practice, the enterprises led by entrepreneurs who integrate traditional Chinese culture into their daily management will be in the process of international entrepreneurship. Therefore, why those companies that integrate traditional Chinese culture into their daily management perform better in the international market has become a core issue that needs to be answered urgently.This paper adopts the exploratory single case study method, selects JINPENG, a typical enterprise that integrates traditional Chinese culture into enterprise management practice, as the case to be studied, analyzes the entrepreneur′s cognition and growth mechanism in international entrepreneurship based on the procedural grounded theory, and uses the international market strategic layout, entrepreneur cognitive content, cognitive mode and Yin-Yang thinking and their core constructs form the "storyline" that depicts JINPENG international entrepreneurship, condense evidence, and build a corresponding schema to provide theoretical guidance for subsequent international entrepreneurial enterprises.The conclusions of this paper include the following three points: first, in the field of international entrepreneurship, national culture is often regarded as an institutional factor. On this basis, this paper finds that the economic strength of the two countries is also an important factor affecting the strategic layout of the international market, and constructs the NCS-ES matrix; further, from a cognitive perspective, national culture is rooted in entrepreneurial thinking as a kind of imprint. Second, based on Western Management Science, the existing research mainly starts from the concept and dimension of entrepreneurial cognition, and explores the impact and mechanism of entrepreneurial cognition on innovation, strategic change, strategy formulation, performance, etc. In recent years, based on the oriental management situation, some scholars have regarded the "strategic strategy" in "Sun Tzu", "harmony, hierarchy, trust, loyalty and obedience" in Confucianism, "governance by inaction" in Taoism, and "change" in "The Book of change". The law of Yin and Yang changes is integrated into the relevant research on entrepreneurial cognition, which further enriches the oriental management theory. On this basis, this research finds that entrepreneurs who are deeply influenced by Chinese culture will break the inertia of thinking and achieve cognitive growth, which all stems from the "Yin-Yang" thinking. Finally, the existing literature on "Yin-Yang" thinking, on the one hand, starts from Chinese traditional culture and based on the classics such as "The Book of change" to clarify that the core of "Yin-Yang" thinking is "change", and there are naturally six relationships between Yin and Yang, self-absorption, multiplication, relative, intersection, mutual growth and corresponding. On the other hand, starting from enterprise practice and management research, it explores the application of "Yin and Yang" in management, such as the three laws of "Yin and Yang", the balance of Yin and Yang, and the cognitive framework of "Yin-Yang harmony". Based on the international entrepreneurial situation, this paper reveals that the biggest characteristic of "Yin-Yang" thinking is "change". It grasps the integrity, dynamics and unity of opposites in the process of change. To think about the problem, thus responding to Su Dongshui′s proposal to explore and enrich the relevant theories of oriental management from the perspective of ancient Chinese management wisdom.This paper delves into the sequence and reasons behind the strategic layout of international markets by enterprises in international entrepreneurship, analyses the evolution of the content and cognitive patterns of entrepreneurs′ entrepreneurial cognition when entering different host markets, and condenses the mindset behind entrepreneurial cognition influenced by traditional Chinese cultural thought, in order to provide inspiration and guidance to enterprises applying traditional Chinese culture to promote international entrepreneurship in practice.
Key words
Thought of Yin-Yang /
entrepreneur cognition /
cognitive pattern /
cognitive content /
strategic layout
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