| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 104 === After Taiwan opened its textbook publishing market in 1989, fierce competitions, institutional pressures, as well as market uncertainty result in a co-evolution and an isomorphic phenomenon gradually, even that phenomenon becomes more serious.
This research explores the antecedent of isomorphic phenomenon in the middle school textbook publishing industry in Taiwan by referring systemically to the historical development of middle school textbook market. It also explores the impact of isomorphic pressure on business strategies, and the impact of the co-evolution phenomenon on business strategies. Meanwhile, this research draws the attention to the influence of the market uncertainty on isomorphic phenomenon, and the moderating effect on the relationship between business strategies and business performances.
The results show that the isomorphic phenomenon in middle school textbook publishing industry is a result of institutional pressure. Besides, factors like institutional isomorphic pressure and competitors’ coevolution, have positive impacts on the business strategy’s similarity in middle school textbooks industries. In addition, though market uncertainty force could positively affect institutional isomorphic pressure, and business strategy’s similarity still show negative impacts on sale growth in Taiwan middle school textbook publishing industry.
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