ANALYTICAL NETWORK PROCESS AS A QUALITATIVE APPROACH TO DETERMINE PROSPECTIVE LOCATION DECISIONA case study of Biotech Pharmaceutical Industry in China second tier cities

• Main Authors: YULIANI DWI LESTARI, 雷玉蓮
• Other Authors: Kung-Jeng Wang
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/58867556487049950554

碩士 === 國立臺灣科技大學 === 工業管理系 === 98 === This study has been conducted to answer a question “where is appropriate location in China 2nd tier cities (city level) for Companies to expand their market when they are required to overcome the competition in the 1st tier cities which is getting complex and able to expand their market?”. To answer the question, we conducted a qualitative research by combining depth interview, questionnaire survey, and Focus Group Discussion (FGD) embedded into 4 research processes which are (1) preliminary data collection through depth interview with 8 experts and literature review; (2) build the ANP components including the five city identification as the alternatives, important factors, clustering important factors to Benefits – Opportunities - Risks model through survey questionnaire with 56 experts in China which verified and validated by three experts in Taiwan; (3) construct the ANP model including the pair wise comparison and sensitivity analysis through the Focus Group Discussion with four experts in Taiwan; (4) wrap up the conclusion and research implication. Through step 1 to step 4, we underlined 5 cities from 13 cities used as the alternatives in the ANP model; defined 20 important factors; from the ANP - Benefit*Opportunities/Risks overall model, Chongqing came in first place and Suzhou ranked second. For final decision, we recommend to choose (1) Chongqing and (2) Suzhou as the first expansion location. However, this decision needs to be followed up by the company strategy to encounter risks in both cities which include the competition with MNCs and local player, dealing with cost of raw material and resources, statutory and effective tax rate, and also government efficiency problem and corruption.