A Study on the Influence Factors on International Market Selection: An Example of Taiwan Branding SMEs
碩士 === 東海大學 === 企業管理學系碩士班 === 97 === Stan Shih (2004) believed striving in R&D and Branding is the main road to survive in future international trend. Coviello & McAuley (1999) sorted internationalization into three schools, never mension international Branding of SMEs. It’s one of deficien...
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| Format: | Others |
| Language: | zh-TW |
| Online Access: | http://ndltd.ncl.edu.tw/handle/77641478504413840438 |
| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 97 === Stan Shih (2004) believed striving in R&D and Branding is the main road to survive in future international trend. Coviello & McAuley (1999) sorted internationalization into three schools, never mension international Branding of SMEs. It’s one of deficiency of international research. Ayal & Zif (1979) argued that market selection is first step for internationalization.
This research uses SMEs that conducted own brand in international market as samples and tried to find out what key factors make these brands internationalize smoothly. Hopefully SMEs can use these factors as framework of consideration. This research will focus on what factors should be prioritized when those SMEs select their first target international market.
This research showes four samples in different circumstances have different consider in each factor. The results are as below:
A.Political level factors: because of industry or enterprise’s characteristic, each measure factor shows different result.
B.Industrial and Enterprise level factors: network relationship and market attraction fully prove in four samples.
C.Individual level factor: each sample shows different result in this factor.
D.Brand internationalization relates factors: conflict with OEM/ODM clients and country image fully prove in four samples and situation with local channel get proved in four of three samples.
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