加盟連鎖型態中知識移轉之研究--以國際旅館業為例

• Main Author: 許瑛慧
• Other Authors: Danchi Tan
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/28754509352246858617

碩士 === 國立政治大學 === 國際貿易研究所 === 92 === Abstract This study explores the transfer of knowledge in international hotel franchising. In particular, I examine the factors that affect the contents of know- how being transferred, the mechanisms of knowledge transfer, and the volumes of knowledge being transferred, from international hotel franchisers to their franchisees. Based on my interviews with three international hotel franchisees in Taiwan, the main findings are as follows: 1. The contents of knowledge transfer are affected by environmental and cultural factors. In particular, the knowledge that needs to be locally responsive, such as F&B (food and beverage), management and accounting knowledge, is difficult to transfer. The knowledge that can be universally applicable, such as brand names and trademark, is easy to transfer. 2. The attributes of hotel know-how affect the mechanism of transfer. Highly codifiable knowledge is suit for transferring by documents. Lowly teachable or highly complicated knowledge is suit for transferring by people. 3. The volume of knowledge transfer is affected by characteristics of the knowledge source (i.e., the franchiser) and the knowledge receiver (the franchisee), and the relationships between them. In particular, the more successful transfer experiences a foreign hotel group has, the greater volume of knowledge it will transfer to the franchisee. The stronger learning motivation and absorptive capacity a franchisee has, the greater volume of knowledge it will receive from the franchiser. On the other hand, the more similar the organization culture, business strategy, and problem solving of the franchiser and the franchisee, and the more frequently they contact with each other, the greater volume of knowledge that will be transferred from the franchiser to the franchisee.