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博碩士論文 etd-0009119-203236 詳細資訊
Title page for etd-0009119-203236
論文名稱
Title
決定進入市場的市場情報過程:台灣及奧地利鋼鐵產業分析,以文化權力距離為焦點
Market intelligence process for market entry mode decisions: an analysis of the Austrian and Taiwanese steel industry with a cultural focus on power distance
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
53
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-12-19
繳交日期
Date of Submission
2019-01-09
關鍵字
Keywords
市場智能、權力距離、鋼鐵產業、資料搜集、資料分析及處理
Market intelligence, power distance, steel industry, information gathering, information analysing and processing
統計
Statistics
本論文已被瀏覽 5738 次,被下載 0
The thesis/dissertation has been browsed 5738 times, has been downloaded 0 times.
中文摘要
本份論文主要專注於市場情報流程的資訊如何被收集,以及這些資訊如何在兩種不同的公司文化中被處理。
文化變數我們將以兩國及兩間公司的權力距離來衡量。為了要測量這些數據,本份研究會奠基於與鋼鐵業內兩間來自不同文化及國家的公司經理訪談。此兩國分別為奧地利以及台灣。為了收集必備的資料,奧地利的訪談公司主管來自奧聯鋼鐵,是奧地利最大的鋼鐵集團;台灣則將與中國鋼鐵的主管訪談,中國鋼鐵為台灣最大的鋼鐵製造商。

結果顯示中國鋼鐵主要的市場情報流程以及奧聯鋼鐵是相同的,這些也增加文獻的內容。若公司須進行決策,就會啟動這個流程,接下來會搜集各項資訊,將所收集到的資訊分析並處理過程後,最後將結果進行簡報並且回報。通常這個流程會不斷重新啟動,直到它們搜集到足夠的資訊進行最終決策者能進行決策。令人驚訝的是,主要市場情報中的單個步驟設計得非常不同,這可能是由於非常不同的市場情報團隊設計。
此外,兩間公司的權力距離都是相較較高的,這也增加了文獻的內容。台灣公司的權力距離相較於奧地利則是些微的高了一些。
Abstract
The aim of this thesis is to show, how the information for market intelligence processes is gathered and how it is processed within two different (company) cultures. The cultural variable was measured by the power distance of the two countries and companies culture. In order to gather the required data, interviews with managers from voestalpine, which is the biggest steel producing company in Austria and China Steel Corporation, the biggest steel producer in Taiwan, have been conducted.

The results showed, that the main market intelligence processes of China Steel Corporation as well as voestalpine are designed the alike, which adds up to the literature. This means, that the process starts off with the need for a decision, continues with an information gathering process, goes on with an information analysing and processing process and is finalized by a presentation of the results and a feedback loop. Usually the process restarts again, until sufficient data for a final decision to be made is provided to the decision makers. What was very surprising is that the single steps within the main market intelligence process cycle are designed very differently in both companies, which might be due to a very different market intelligence team design. Moreover, in both companies a relatively high power distance has been identified, which also adds up to the literature. In Taiwan a slightly higher power distance has been perceived than in Austria.
目次 Table of Contents
Table of Contents
1. Abstract English 4
2. Abstract Chinese 2
3. Introduction 9
3.1. Problem Statement and research issue 9
3.2. Aim and research question 13
4. Literature Review 15
4.1. Market entry mode 15
4.2. Strategic Decision Making Model and Process 16
4.3. Market intelligence 20
4.4. Cultural Aspects 24
4.5. Leadership and GLOBE’s Culturally Endorsed Leadership Theory (CLT) Fehler! Textmarke nicht definiert.
5. Company and industry description 29
5.1. Steel Industry Worldwide 29
5.2. Voestalpine 30
5.3. China Steel Corporation 31
6. Data and Analysis 32
6.1. Methodology: 32
6.2. Interview Process: 33
6.3. Results 34
7. Discussion 37
8. Conclusion 40
8.1. Limitations: 41
8.2. Further Research 42
9. Table of Contents 43
10. Appendix: 49
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