The Standardization of Cross- National Marketing Activities–Institutional Theory

• Main Authors: Yenliang Chen, 陳彥良
• Other Authors: Huei-Mei Wang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/57619235428492800421

碩士 === 輔仁大學 === 管理學研究所 === 93 === The main topic of this research is the institutional duality of institutional theory. Based on several past relevant researches, this study discusses the factors that influence marketing strategies selection of subsidiaries of the multinational corporations when facing internal and external institutional environment simultaneously. This study can be divided into three parts, the first and second part explores the relationship between variables both in the internal and external environment and marketing strategy selection of the subsidiaries respectively. The third part discusses the marketing strategy selection of the subsidiaries from both internal and external perspective. The data used are obtained from various foreign financial service companies in Taiwan, 146 questionnaires were sent out through mail, fax and internet, and 46 usable responses were obtained. Through the data collected from the questionnaires, we then performed regression analysis to examine the hypotheses in this study. The empirical study shows that in the full model, the “dependence” and “market turbulence” have the most powerful influences to the research model, which means when facing institutional duality, the marketing strategy plans would be influenced by both “dependence” and “market turbulence”.