| 研究生: |
蘇張和惠 Su-Chang, Ho-Hui |
|---|---|
| 論文名稱: |
國際市場進入模式的選擇—印度和台灣藥廠經驗之實證研究 |
| 指導教授: |
蔡明田
Tsai, Ming-Tien |
| 學位類別: |
碩士 Master |
| 系所名稱: |
管理學院 - 高階管理碩士在職專班(EMBA) Executive Master of Business Administration (EMBA) |
| 論文出版年: | 2004 |
| 畢業學年度: | 92 |
| 語文別: | 中文 |
| 論文頁數: | 96 |
| 中文關鍵詞: | 製藥產業 、國際市場進入策略 、進入模式 、架構 |
| 外文關鍵詞: | Pharmaceutical industry, Entry mode, Structure model |
| 相關次數: | 點閱:153 下載:4 |
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本研究參考Hill & Kim (1990) 國際市場進入模式所提出的架構,以台灣與印度專家為研究對象,探討新興已開發國家與開發中國家經理人在國際市場進入策略之選擇模式;並比較兩國經理人在策略模式選擇觀點上是否有所不同,本研究匯整台灣、印度專家對於國際市場進入策略之差異結果後,作出如下結論:
1、在策略變數構面:對於多國策略或是全球策略的五個不同命題假說,雖然兩國專家均有部分採不同意的看法,唯經交叉分析後,只有第二個命題假說有顯著差異。顯示印度專家在國際市場進入策略上傾向採取較為靈活的彈性混合策略。
2、在環境變數構面:兩國專家對於各國政治系統、貨幣、文化、經濟、業務、市場需求以及技術迅速變化的市場對於市場進入策略影響的看法中,有兩個命題假說有顯著差異:(1)、文化上心理認知距離很大時, (2)、當地主國市場需求不確定時。
3、在交易變數構面下的兩個命題假說假說,兩國專家不同意的比例均低,經交叉分析亦無顯著差異,顯示對於技術的保護,在必要時採取減少分散風險和高度控制的態度是相當一致的。
4、在能力變數構面下,有關公司大小、技術、市場知識以及製造能力的四個命題假說中,只有當技術能力相對有限時,會選擇有限目標以高資源投入的命題假說,兩國專家有顯著差異,該結果可發現台灣專家比較傾向於在能力不足時,採取合作方式進入國際市場。
Based on the structure of the entry mode for international market proposed by Hill & Kim (1990), the researcher explored the choice of the entry mode for international market between the developed and developing countries, and compared the difference of relative views between Indian and Taiwanese pharmaceutical specialists. After compiling the result of their differences, the conclusions are as follows:
1、On the facet of strategy variants: Regarding five different hypotheses of either multinational strategy or global strategy, only the second hypothesis have obvious difference after cross analysis. The result shows that Indian specialists prefer to choose more elastic and mixed strategy.
2、On the facet of environment variants: Among the influences of the political system,currency,culture,economy,marketing, market demand and frequent technical changes to the entry mode, two hypotheses have obvious difference:(1) when the difference of psychological acknowledgement on culture is big, (2) when the market demand of local country is not certain.
3、On the two hypotheses under the facet of transaction variants: The disagreement rates of specialists from both countries are low. It remains non-obvious difference after cross analysis which shows the protection attitude of specialists from both countries for technique is rather concurrent.
4、On the facet of ability variants: Among four hypothese of company size, technique, market knowledge and manufacturing ability, only one issue has obvious difference. The result shows that Taiwanese specialists prefer to take cooperation as entry mode for international market while the company ability is in shortage.
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