Internationalized ‘Chameleon’ Organizations: An analysis of Market Orientation, Firm-specific Assets, Capabilities and Performance of Hi-tech Firms in China

Project: Research

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The performance required of hi-tech firms can be characterized as “chameleon” if the firm is able to transform from having a domestic market orientation to an international perspective. This project seeks to investigate the reasons for the performance variance of chameleon and non-chameleon firms in China. A firm’s market orientation can be assessed through a firm’s market entry strategies such as customer orientation, competitor orientation, and inter-functional coordination. This project will investigate new market exploration behaviours as assessed by the fit between corporate development goals, firm-specific assets, capabilities and performance through stepwise procedures that highlight transitions on the internationalization continuum. This study will shed light on whether firms can become chameleon-like in adapting, facilitating, and assisting their organization to meet the demands of international market developments. Its focus on hi-tech firms allows practical and definitive conclusions and meaningful strategic implications to be drawn. In addition, the results of the study will offer valuable contributions to studies of organizational economics, strategic management, and the resource-based-view of the firm.


Project number7002145
Grant typeSRG
Effective start/end date1/04/071/04/10