THE RELATIONSHIP BETWEEN BRAND STRATEGY, ENTRY MODE, KNOWLEDGE TRANSFER TYPES, AND KNOWLEDGE TRANSFER PERFORMANCE-A CASE OF TAIWANESE INDUSTRIES IN CHINA

• Main Authors: LIU CHUAN-WEI, 劉權緯
• Other Authors: 封德台
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/36178490140002562779

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 93 === In the last few years, Taiwanese industries one by one what are to search another new market invest and have businesses in China. However, facing the variable, strong competitive environment of China, Taiwanese industries are responded with their changeable strategies. It is much more important for enterprises what are going to enter the market of China to study relative courses like brand strategy, entry modes, and knowledge transfer. Thus, the purposes of this study are (1)discussing how the types of knoeledge transfer are influenced by the cross function made by brand strategy and entry mode; (2)discussing how knowledge transfer is influenced by the types of knowledge transfer. Taiwanese industries what have invested in China are the subjects of this study, and are tested by mailing questionnaires. There are 400 questionnaires mailed and 134 received back. The number of valid samples is 113 after eliminating 21 invalid questionnaires. After analyzing the collected data, few findings are made as following: 1. The types of knowledge transfer are positive related with the cross function made by brand strategy and entry mode. 2. Knowledge transfer performance is positive related with the types of knowledge transfer. 3. Large-size enterprises have more effect on transferring performance, technical capabilities, and knowledge transfer performance than small and medium enterprises do.