| Summary: | 碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 101 === Taiwan is a small island and has limitation of population and market scale, whereas the companies located at Taiwan has considered and tried to exploring the international business for sustainable growth and sales performances. It has become an important issue that what kind of product market strategies should be available for international business and it can able to gain the best performance and synergy.
This study conducted by case study, this study aims to explore the relationship of between different variables at the product strategy of international business. Using the enterprise resource-based theory as the independent variables, host country factors as the covariate variables, and product market strategies are dependent variables. A successful enterprise has valuable, imperfectly imitable and unique resources, how do enterprise to identify these available resource and accumulate them for using the international business strategies, it has became the most important issue for being an internationalization company.
The results demonstrate the resource-based theory influenced the product market strategy either at the developed market and emerging market; it presented a positive correlation to improve the strategy for formatting and adoption. The factors of host country presented a stronger influence on product market strategy of developed market by technology development, In contrast to emerging market; the factors of host country presented a stronger influence on product market strategy by government policy, social instability, technology development and industry aggregation. The case company had a good performance on the revenues but it needed to have the audit frequently to avoid the error management.
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