| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 95 === Most of foreign market entry mode choice is examining productive activities. There are also lots of reasons affecting firms which want to promote their brand to international market. Therefore, this study attempts to from aspect of brand marketing, examine Dunning`s Ownership advantages (the capability to differentiate product and multinational experiences), Location advantages (market potential and risk investment) and Internalization advantage (the specific of brand marketing resource) framework how to affect brand entry mode choice, and determine if firms which select their brand entry mode based on OLI variables perform batter international brand marketing performances than firms which brand entry mode does not base on OLI variables. This study develops the hypotheses based on OLI framework and examines the hypotheses by empirical method.
The variables of the capability to differentiate product, multinational experiences, market potential, risk investment and the specific of brand marketing resource are hypotheses 1 to hypotheses 5, and they are tested by logistics regression. The brand marketing performances of firms which their brand entry mode based on OLI variables are hypotheses 6-1 and 6-2, and they are tested by multiple regression.
The findings of this study are:
1.Firms with higher capability to differentiate product, they select
non-wholly owned of brand entry mode.
2.Firms with more multinational experiences, they select wholly
owned of brand entry mode.
3.The more market potential in the foreign market, firm select
wholly owned of brand entry mode.
4.The risk investment in the foreign market has no impact on brand
entry mode choice.
5.Firms with more specific of brand marketing resource, they select
wholly owned of brand entry mode.
6.When firm entries new foreign market, firms that brand entry mode
based on OLI variables do not affect brand performance.
7.When firm entries new foreign market, firms that brand entry mode
based on OLI variables have better financial performance than
firms that brand entry mode do not base on OLI variables.
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