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很多跨国公司认为,在本土市场之外运营首先应该适应当地习惯,然而,对于从新兴市场中成功走出去的企业来说,其全球化的方式通常与此相反:首先输出独特的能力和公司文化,然后再开展后续的适应性工作。
Many multinationals believe that operating outside the domestic market should first and foremost be adapted to local customs. However, globalization is usually reversed for companies that succeed in emerging markets: first exporting unique capabilities and corporate culture , And then carry out the follow-up of adaptive work.