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研究生： 張良魁
Chang, Liang-Kuei
論文名稱： 多國籍企業內部網絡關係對子公司策略之影響：以台灣多國籍企業為例
The Influences of Network Structure on MNC Subsidiary Strategies: The Case Study of MNCs in Taiwan
指導教授： 吳萬益
Wu, Wann-Yih
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2006
畢業學年度： 94
語文別： 英文
論文頁數： 93
中文關鍵詞： 網絡結構 、國際企業 、子公司策略 、績效
外文關鍵詞： Performance, Subsidiary Strategy, Multinational Corporations, Network Structure
相關次數： 點閱：78  下載：2 
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    • 一直以來，國際行銷策略都是國際企業的主要議題。由於全球各地經營環境之差異，國際企業必須針對不同地區子公司之特性執行適合當地的策略。本研究建議國際企業可以透過改變和當地子公司網絡之間的關係，來執行恰當的子公司行銷策略。
    研究中使用S-C-O的整合性架構並藉由策略績效及財務績效的觀點來衡量子公司策略執行的成果。本研究總共收集216個台灣樣本，研究結果證實子公司和母公司之間網絡關係越緊密對於子公司的策略有顯著且正面的影響。此外，子公司和母公司之間網絡關係並透過不同的子公司策略而對於子公司的績效有顯著的影響。

    One of the most important issues of multinational operations is the decision making of the global marketing strategy. Managers of multinational corporations (MNCs) must coordinate the implementation of their firms' strategies among various subsidiaries in different parts of the world. In this study, we suggest managers of MNCs to affect local subsidiary marketing strategy by changing the network property among subsidiary, headquarter (HQ) and other internal members.
    We connect these variables with Structure-Conduct-Outcome (S-C-O) framework and measure the outcome of strategy by financial performance and strategic performance, respectively. A total of 216 Taiwanese sample firms are included in the survey of this study to identify the interrelationships among network structure, conduct of subsidiary and outcome of subsidiary. The results of this study indicated that the comprehensive model is valuable and present that high level of the structure relationship between headquarter and subsidiary will significantly and positively affect subsidiary conduct, and eventually influence on the outcome of the subsidiary.

    Abstract i TABLE OF CONTENTS iv LIST OF TABLES vii LIST OF FIGURES ix CHAPTER ONE INTRODUCTION 1 1.1. Research Background and Motivations 1 1.2. Research Objectives and Contributions 3 1.3. Research Project 4 1.4. Research Procedure 5 1.5. The Structure of this Study 5 CHAPTER TWO LITERATURE REVIEW 8 2.1. Definition of Network Structure 8 2.1.1. Centralization 13 2.1.2. Formalization 13 2.1.3. Dependence 14 2.2. Definition of Global Marketing Activities 16 2.2.1. Integration 17 2.2.2. Responsiveness 18 2.3. Definition of Outcomes 21 2.4. Interrelationship among Research Constructs 22 2.4.1. The S-A-O framework 22 2.4.2. Interrelationships between Network Structure and Global Marketing Strategy 23 2.4.3. Interrelationships between Global Marketing Strategy and Outcomes 26 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28 3.1 The Conceptual Model 28 3.2 Construct Measurement 29 3.2.1 Centralization 29 3.2.2 Formalization 30 3.2.3 Dependence 31 3.2.4 Integration 32 3.2.5 Responsiveness 33 3.2.6 Performance 34 3.2.7 The Information of Respondents 35 3.3 Hypotheses to Be Tested 36 3.4 Questionnaire Design 37 3.5 Data Analysis Procedures 37 3.5.1 Descriptive Statistic Analysis 37 3.5.2 Purification and Reliability of the Measurement Variables 38 3.5.3 Differences of Research Variables among Groups 39 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 41 4.1 Introduction 41 4.2 Descriptive Analysis 41 4.2.1 Data Collection 41 4.2.2 Characteristics of respondents 41 4.3 Reliability Tests 46 4.3.1 Centralization 46 4.3.2 Formalization 48 4.3.3 Dependence 50 4.3.4 Integration 53 4.3.5 Responsiveness 54 4.3.6 Performance 55 CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS 59 5.1 Interrelationships among Centralization, Integration and Responsiveness 59 5.2 Interrelationships among Formalization, Integration and Responsiveness 61 5.3 Interrelationships among Dependence, Integration and Responsiveness 62 5.4 Interrelationships among Integration, Responsiveness and Performance 63 5.5 Comparisons of research constructs under different levels of centralization of MNCs’ network 65 5.6 Comparisons of research constructs under different levels of formalization of MNCs’ network 66 5.7 Comparisons of research constructs under different levels of dependence of MNCs’ network 68 5.8 Structure Equation Model (SEM) 70 CHAPTER SIX CONCLUSIONS AND SUGGESTIONS 74 6.1 Research Conclusions 74 6.2 Research Suggestions 77 REFERENCES 79 APPENDIX SURVEY QUESTIONAIRE 85

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