The Evolutionary Process of Global Market Expansion: Experiences of MNCs in China

In light of increasing globalization of the world economy, effective entry and expansion of multinational corporations (MNCs) in the global market have been of considerable interest to researchers. This study adopts the evolutionary perspective in analyzing MNCs' entry and expansion in the global market and proposes four stages of development: preparation, entry, expansion, and experienced. Furthermore, it explores the evolving nature of MNCs' objectives in each stage and discusses the strategic transitions with respect to mode and scale, operations management, marketing strategies, and human resources. Examination of the evolution of China's market environment and MNCs' activities in the country illustrates the adequacy and application of the framework.