| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === With the increasing importance of internationalization and globalization, many companies cross the boundaries for the potential regions, and retailers are included. Then among variety of internationalization explorations, international franchising systems become growingly common. Furthermore, in order to cater to customer needs and adapt to local market environments, the international retailers usually empower master franchisees the responsibility and right of local market development. Therefore, the roles of master franchisees will get more and more tremendous at the internationalization processes of retailers.
On the other hand, when knowledge management activities of organizations catch more and more attentions, how to combine the organizational knowledge and market knowledge, for retailers, will influence the success of international explorations. And master franchisees will exactly provide a platform for such knowledge combinations. Therefore, the study researched the knowledge transfer, integration and organizational learning in the internationalization processes of retailing from the level of master franchisees.
The author took international coffee chain stores for case study, and found 1) the low costs of knowledge replication became another main motivation of internationalization; 2) the master franchisees may use more benchmarking and continuous adaptation for organizational learning; 3) if master franchisees could access more resources, they may use experimentation for learning; on the contrary, they may use external learning if less resources could be accessed.
|
|---|
