The Application of Conjoint Analysis to Firms'' Decision-a Case Study of Entry Mode Choices

• Main Authors: Liu, Jing-Shian, 劉景賢
• Other Authors: Lichung Jen
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/72455777029058598131

碩士 === 國立臺灣大學 === 國際企業學研究所 === 89 === Regarding to foreign market entry strategy, there has been a large number of researches. Most of them are aggregate-based researches. However, the common weakness of the kind of research lies in it’s limited to infer only general, overall structure and assessment model. It’s impossible to propose a structure reflecting each firm’s individuality and variances and to discuss which factors determine these variances. Moreover, early researches emphasized on how economic factors affect each firm’s entry mode choices, but neglected the influences of behavior factors. As a result, in the way of conjoint analysis, this research discusses how each firm adopts different entry mode strategies in overseas market. Also, according to these differences, it constructs a much more proper explanation model. Besides, the factor of decision style functions as moderators in this research, which helps observe how different decision styles influence the firms’ final decisions, in the same consideration set. Instead of cross-sectional data analysis, this research explains the cause and effect relationship in the way of experimental design. Because cross-sectional data only provides the evidence of relevance between two events, but not their cause-and-effect relation. So this research aims to predict the decision modes adopted by firms with different decision styles and makes comparison accordingly, using the method of conjoint analysis. Compared the individual-based analysis with the aggregate-based research, the result shows the former method provides better explanation. Taking “decision style” into consideration, the research proves that it really works as moderators of differences among the firms. It accounts for why individual firms make different decisions.