| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 101 === Multimarket contact mostly focus on “mutual forbearance”. However, prior studies did not examine this hypothesis the focal firm’s actions that after multimarket contact. Therefore, this study attempts to explore the co-opetition perspectives for multimarket competition and further extension of the multi-point competition to the global market. In addition, the study uses the AMC perspective as the basis of shaping the competitive situation of the international business.
This study chooses the global liner shipping industry as the empirical research target and selects the top 21 container shipping companies as the research sample. Date from 2007 to 2012 quarterly timeframe and total of six years of data collected. The news from Cyber Shipping Guide and classifies the competitor’s actions into 24 different categories. Finally, we collected 2,105 news to analyze, our research sample are 504.
This study explores the effect of the focal firm’s actions that after multimarket contact with the organizational performance, adding related variables market visibility as our contingency factors. The empirical finding shows: (1) focal firm has higher MMC with competitors will incur higher degree of cooperation centrality; (2) the higher degree of cooperation centrality positively affects focal firm’s performance; (3) when cooperation firm’s face higher market visibility, it will strengthen the positively relationship between focal firm’s degree of cooperation centrality and organizational performance.
In summary, this study through dynamic competition perspective view of the firm’s competition actions in multimarket contact and extending from a single country to the global market, fulfilling the gap of previous researches of multipoint competition. This study provides the way firms adjust their strategies, and bring the co-opetition perspectives thinking point for the global container shipping company.
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