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| Aspiration Loss and Sniping Internationalization of Internet Start-ups |
| Zheng Xiaobi,Liu Junzhe |
| (School of Economics and Management, Zhejiang Normal University, Jinhua 321004, China) |
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Abstract The purpose and implementation path of Internet start-ups′ internationalization strategy are unique, which is becoming an important research topic. Through the case study of DiDi and based on performance feedback theory and prospect theory, this paper constructs a research framework of ‘expectation gap - dual context - sniping internationalization′, which systematically reveals the sniping internationalization behavior and its realization mechanism of Internet start-ups. It is found that aspiration loss urges the Internet start-ups to take the strategy of sniping internationalization, and the dual situation of resource condition and market environment plays a moderating role in the process, that is, under the situation of resource disadvantage and high market barrier, it is suitable to take the ‘combined boxing′ mode; Under the situation of resource disadvantage and low market barrier, it is suitable to adopt the inter boundary cooperation mode; Under the situation of resource advantage and high market barriers, it is appropriate to adopt the cross-border cooperation mode; Under the situation of resource advantage and low market barrier, the market control mode is suitable.
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Received: 17 August 2020
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