Title page for etd-0626112-172912


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URN etd-0626112-172912
Author Ying-Ju Chen
Author's Email Address No Public.
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Department Business Management
Year 2011
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on International Branding Strategy of Taiwanese Firms
Date of Defense 2012-06-16
Page Count 120
Keyword
  • International Strategy
  • International Branding
  • Taiwanese brand
  • Entry mode
  • International Market Selection
  • Abstract Small and medium-sized enterprises are the foundation of Taiwan’s Enterprises. With their flexible and efficiency manufacturing characteristics, SMEs are the most contributors for Taiwan’s economic growth. In the past, most Taiwanese firms focus on
    OEM or ODM business. But in recent years, the growing wages caused manufacturing cost raise and Taiwanese firms faced the threat of severe global manufacturing competition. The situation has become increasingly difficult for many companies in Taiwan to stay in business. To build an own brand becomes an important strategy for Taiwan companies.
    This study explores the international branding strategy of Taiwanese enterprise. A qualitative case study approach was employed in this study to study six Taiwanese firms which attempt to build their brands in the international market. The result shows that (1)
    In order to quickly respond to environmental needs, the integration of internal resources (evaluate core capability) and the analyzation of external environment (market size) are required. (2) Entry mode: In order to lower the risk, Taiwanese firms prefer to cooperate
    with local companies instead of foreign direct investment, unless the market size is big enough. (3) Operational strategy: Unlike other global brand, Taiwan brand developed a unique business model. (4) International organization: Headquarter and branch must coordinate and build two-way communication to deliver a consistent brand value.
    Advisory Committee
  • Pin-Yang Liu - chair
  • Tsuang Kuo - co-chair
  • Tai-Hwa Chow - advisor
  • Files
  • etd-0626112-172912.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2012-06-26

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