Chapter 5 Conclusion and Recommendation
5.3 Future Research Suggestions
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Finally, SME are advised to internationalize in an incremental approach with gradual increase in market knowledge and experience, while the high‐risk rapid expansion approach are not recommended for SME.
3. On‐going internationalization
With increasing amount of global competition, the best strategies for SME are to decrease their production cost and invest in marketing campaign to augment their brand reputation and image in order to remain competitive in the industry.
Outsourcing of assembly production is best recommended for bicycle parts and component SME with low asset specificity, meanwhile, core functions with high asset specificity such as research and development and marketing functions are advised to remain in‐house. On the human resource perspective, SME are more ethnocentric considering that the local management teams are more familiar with company products and background and the cost is lower. The distribution channels for SME vary significantly depending on host country market structure, and hence the promotion and marketing strategy would be adjusted according to the market characteristics and channel structure.
5.3 Future Research Suggestions
The following suggestions are made for future researcher on component SME:
1. The international marketing and channeling strategy differs among the SME, future researcher can investigate the operation performance of SME under
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2. It is evidenced in our case that SME are risk‐averse, and tend to follow industry peers and engaged in direct export strategy. Future researcher can seek other component SME who engage in a different kind of strategy to compare the operation performance under two distinctive entry modes.
Analysis of the difference in management strategy under different entry mode can also be conducted.
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Chinese
于卓民，國際企業環境與管理，台北：華泰文化，民 89
Documents
Taiwan Bicycle Source. 2010. Taiwan Bicycle Exporters’ Association Official Guide.
Taiwan Bicycle Guide. 2010. Bicycle Today Magazine.
Websites
King Sword Manufacturing Corporation Limited www.kingsword.com
Chance Good Enterprise www.infini.com.tw
Taiwan Bureau of Foreign Trade http://cus93.trade.gov.tw/fsci/
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Acknowledgements
To Professor Yu, my thesis advisor, thank you for your time dedicated to my thesis research. You showed great patience on my thesis when I was progressing slowly, and you are a man with your word. I appreciate that you kept your promise for accepting me as your counselee after I had finished my exchange program in Lyon, France. It was also very thoughtful of you to arrange meeting on Skype with me, which had saved me a lot of time spent to commute from Changhua to Taipei.
To Professor Peng and Wang for your time spend going over my thesis and attending my thesis defense.
To my father, I thank you for giving me the permission to conduct this research on our family business, and for willing to spare time for the case interview. I appreciate your consent to have me work on the thesis during work hours. It has been particularly hard since I started my apprenticeship under you a year ago, and your support and advises have guided me along this long journey. I am grateful to have a father like you, investing significant amount of time and money to educate me.
To my sister, Betty, who has always been an endearing support, and gives me a lot of love and encouragement. Thank you for advising me to pursue my graduate degree and to continuously challenge myself to achieve higher.
To the uncles and aunties in the bicycle industries, who were friends and colleagues of my fathers, for providing the information and history of Taiwanese bicycle industry.
To my MBA friends, thank you for making my experience at NCCU an enjoyable one.
I particularly loved our team spirit and the support we gave for one another.