题　目：Leveraging Digital Marketing Technology for Export Venture Success: The Moderating role of host and home market managerial ties from an emerging to emerging perspective

嘉　宾：Herbert Sima 博士生导师 奥克兰大学

主持人：陈洁 教授 上海交通大学安泰经济与管理学院

时　间：2024年12月13日（周五）13:30-15:00

地　点：上海交通大学 徐汇校区 安泰经济与管理学院B404

内容简介:

Despite extensive research, factors driving export performance remain inconclusive, particularly in the digital era. This study examines how digital marketing technology and managerial ties (business, political, and professional) influence export venture performance (economic and channel) in foreign host markets. Survey data from 251 Chinese manufacturing firms reveal that host market business and political ties significantly enhance the digital marketing-export performance link, while professional ties have a lesser effect. Home market ties show no significant impact. These findings offer insights into leveraging digital strategies and managerial networks for export success in emerging-to-emerging market contexts.

演讲人简介：

Dr. Herbert Sima is a Digital Strategy Researcher specialising in Social Media, Digital Marketing, and Artificial Intelligence. His work focuses on developing digital strategies that transform customer engagement, enhance brand interactions, and create digitally-centered marketing ecosystems that positively impact both business performance and societal well-being. Dr. Sima's research has explored how digital strategies can reduce food waste, improve human well-being, and strengthen B2B guanxi and performance, driving meaningful social change through technology-driven marketing practices. He has published his work in journals such as Industrial Marketing Management, European Journal of Marketing, Journal of Business & Industrial Marketing, Journal of Retailing and Consumer Services, Research-Technology Management, and Journal of Strategic Marketing. Additionally, Dr. Sima is an experienced business practitioner, actively involved in New Zealand and international business practice.

Dr. Sima has been a Business Mentor for the Auckland Chamber of Commerce and Business Mentor New Zealand since 2022. He holds a Certificate of Specialisation in Strategy from Harvard Business School, covering Disruptive Strategy, Sustainable Business Strategy, and Strategy Execution.

欢迎广大师生参加!