The Relationship Between Entry Modes and Growth Strategies in Mainland China for Taiwanese Companies－The Case Study on
馬茂忠、封德台
E-mail: 9314172@mail.dyu.edu.tw
ABSTRACT
The focus of this research is on the entry strategies in firms’ internationalized course by the method of case study. Is the theory proposed by scholars in advanced country suitable for the firms in Taiwan? By studying the case of Natural Beauty chain-store system, which belongs to high service invisibility and customer interaction under the classification of Vandermerew & Chadwick (1992), this research are trying to figure out the answer. The core competence and characteristics of Natural Beauty were first inspected, and then study the growth strategies and influence of entry mode. In addition, this research shows that entry mode, which is a kind of institutional arrangement, will differ in each growth-stage of firms. So, the entry modes discussion of Natural Beauty was divided into three stages, including the following: 1. Go to the mainland to make the investment at the beginning of 1992. 2.
Established the joint-venture company in 2000. 3. Listed in Hong Kong in 2003. These modes will be discussed under the foundations of related theories to find a suitable way for firms in each kind of situation. According to the case study, this research concluded that core competence and characteristics of firms could make the influence to firms’ growth strategies and entry modes by the following ways: 1. Branding by itself. 2. Expanding chain store fast. 3. Highly integration. 4. Internationalization experience.
5. Organizational memory and learning. Besides, four propositions can be made after the study mentioned above: Proposition one:
As firms in home country’s core competence can apply the national market environments entered to, the firms will take higher control on their entry mode. Proposition two: When internationalized and experienced, but is not familiar with the national market,tends to adopt external growth strategies. Proposition three:When asoptting external growth strategies,the association of dealers will come to the possession of new core competency . Proposition four: When adoptting strengthened external strategies of growing up in the manufacturer, the manufacturer will take and highly control access mode. Proposition four:When external growth strategies are adopttde,the charateristice of alliance chain will change.
Keywords : entry mode ; resource-based theory ; internationalization ; growth strategy Table of Contents
封面內頁 簽名頁 授權書 中文摘要 英文摘要 誌謝 目錄 圖目錄 表目錄 第一章 緒論 1.1 研究背景及動機 1.2 研究目的 1.3 研究流程 1.4 研究限制 第二章 文獻探討 2.1資源基礎理論 2.1.1加盟連鎖的核心能耐 2.2廠商國際化特性 2.2.1國際化定 義 2.2.2連鎖國際化研究 2.3連鎖加盟特性 2.3.1連鎖加盟的意義 2.3.2連鎖加盟體系之類型 2.3.3服務業連鎖加盟之分類 2.4 成 長策略 2.4.1 成長策略之定義 2.4.2 成長模式 2.5進入模式 2.5.1進入模式類型 2.5.2台商進入大陸模式之研究 第三章 研究設 計與方法 3.1 研究架構 3.2 研究方法 3.2.1個案探討法 3.2.2資料蒐集方式 3.3 變數定義與衡量 3.3.1核心能耐 3.3.2國際化經驗 3.3.3連鎖加盟之分類 3.3.4進入模式的探討內涵 3.3.5成長策略之內涵 3.4 研究設計 3.4.1 研究步驟 3.5 研究對象 3.6 研究編碼 第四章 個案分析 4.1台灣美容沙龍及化妝品市場概況 4.1.1化妝品產業發展經過 4.1.2化妝品產業現況描述 4.2大陸美容沙 龍及化妝品市場概況 4.2.1大陸化妝品市場現況及問題 4.3自然美國際事業集團個案分析 4.3.1自然美國際事業集團簡介 4.3.2 自然美國際事業集團母國發展分析 4.3.3廠商國際化特性 4.4自然美國際事業集團赴大陸市場發展分析 4.4.1 1992年初赴大陸 投資 4.4.2 2000年成立合資分公司 4.4.3 2003年自然美在香港掛牌 4.5在母國之核心能耐及廠商特性對成長策略影響 4.6理論 與個案之比對分析以形成命題 4.6.1 1992年初赴大陸投資 4.6.2 2000年成立合資分公司 4.6.3 2003年自然美在香港掛牌 第五 章 結論與建議 5.1 實證結論與分析 5.2 建議 5.2.1 對學術界之建議 5.2.2 對實務界之建議 5.3 未來研究建議 參考文獻 中文 部分 英文部分 附錄
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