過去台灣以國際之間代工基地聞名，但是近年來相較於東南亞其他新興國家，台灣因為經濟的發展，勞工成本上升、製造環境惡化，使得過去所具備的比較利益正在消逝，買主容易移轉至其他生產成本更低的國家下代工訂單。台灣廠商是否應建立自有品牌以在代工業務之外尋求出路，成為一關注之焦點。而當外部環境處於高度變動之下，企業如何審視企業資源及核心能力，抉擇自有品牌之建立與否以進入目標市場，進而創造較佳之績效展現，卻是相關文獻中較少探討之課題。本研究以此為研究動機，試圖由過去學者所提出的理論整理出一個影響建立自有品牌決策之因素，及其對廠商績效影響之模型，配合實證的方式來驗證這些假設，並提出以下三項主要之研究目的：
1. 探討外在環境的不確定性、市場特性，以及內部組織資源完整性、核心能力，對廠商是否建立自有品牌決策之影響。
2. 探討廠商建立自有品牌決策是否會對廠商績效有所影響。
3. 探討組織內外部條件和建立自有品牌決策的交互作用下，是否對廠商績效有所影響。
本研究主要探討組織在發展過程中，內外在因素對組織是否建立自有品牌及其對組織績效之影響。依據四項組織之內、外部因素：環境不確定性、組織資源完整性、核心能力及市場特性對建立自有品牌決策之影響做出假設1-4；建立自有品牌決策對廠商績效之影響做出假設5；而上述四項組織內外部因素與建立自有品牌決策之交互作用對廠商績效之影響則做出假設6-9。
本研究的母體是以中華徵信所所公布的5000大企業為主要調查對象，涵蓋了一般製造業、高科技產業及服務業，採取分層隨機抽樣，分為五層以亂數表選取之，共計發放450份問卷，問卷詢問對象為公司之高階管理者，並以公司為單位一家廠商寄出一份樣本。回收之有效問卷為95份，問卷之有效回收率為21.11％。
研究結果發現產環境不確定性、組織資源完整性、核心能力及市場特性的確會對建立自有品牌決策產生影響；且上述四項因素與建立自有品牌決策的交互作用結果會產生較佳之廠商績效。鑑於此結果，本研究鼓勵台灣企業改變過去著眼於快速短期回收的經營模式，掌握自身的核心能力並發展出學習新能力的架構，建立與發展國際品牌，使台灣的企業在國際競爭中脫穎而出。

Recently, with the increase of production and labor cost, Taiwan's advantage of low cost has been replaced by Mainland China and other countries in Southeast Asia. Therefore, in order to reduce the impact of environment changes, Taiwan has to shift its attention and upgrade levels under different operating patterns. Building up brands is a good way. Although the increasing importance of the business branding decision, little has been done in the literature in examining the relationships among the internal and external determinants, the branding decisions, and the performance of the firms. Therefore, this study attempts to fill the gap in the literature by providing an integrative research framework through extensive literature review to identify the key determinants and to examine the relationships among these determinants, the branding decision, and the performance of the firms. Based on transaction cost theory and resource-based perspective, hypotheses were proposed and then examined through an empirical study.
The population in the study is the top 5000 firms of Taiwan listed in the China Credit Information Service Incorporation. A random stratified sampling method was used to select 90 firms in each of the five levels. 450 questionnaires were mailed. Of the 450 questionnaires mailed, 110 responses were received and fifteen of them were incomplete. The remaining 95 valid and complete questionnaires were used for the quantitative analysis. It represents a useable response rate of 21.11%.
The major finding of this study include: First, the results of the logistic analyses show support for the direct effects of environment uncertainties, organization resources, core competence, and market characteristics on the business branding decision. Secondly, the results of the T-test suggest that the branding decision does not have direct impacts on the firms’ performance. Finally, the results of ANOVA analyses indicate that the environment uncertainties, organization resources, core competence and market factors have interaction effects with the branding decision on the performances of the firms.

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