Title page for etd-0730108-154608


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URN etd-0730108-154608
Author Yung-chieh Tsao
Author's Email Address m954011037@gmail.com
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Department Business Management
Year 2007
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title the factors of entry strategies influence international AD companies- the study of Taiwan market
Date of Defense 2008-07-24
Page Count 81
Keyword
  • international advertisement firms
  • factors affecting entry mode
  • advertisement firms
  • entry modes
  • Abstract Researchers have been addressing on entry strategies, most of them are foreign researchers conducted researches on multinational firms, especially firms entering developed European countries or USA. Domestic researches mainly focused on firms entering PRC market, literally few studies have been found served Taiwan as the market being entered. Since Taiwan released the limit on foreigner share holding proportions in 1984, international advertisement firms gradually entered Taiwan. In the score years, Taiwan’s advertisement market have been totally owned by foreign firms, thus Taiwanese advertisement firms need a method to break through. Given southeastern Asia markets are emerging, for Taiwanese advertisement firms, they pose as a market to be invested. Thus this thesis analyzed the entry mode of international advertising firms in order to serve as a reference to Taiwanese advertisement firms.
    This research served the period between establishment and entering Taiwan, cultural differences, five years average growth rate of GDP per capita, five years average growth rate of FDI in origin country, year 1984 and the changes in the number of competitors as the independent variables, and ownership or not as the dependent variable, applied logistic regression models in testing the relation between the selected variables. Outcomes indicate that cultural differences factor and five years average growth rate of GDP per capita factor bear significant factor loading while the other yielded insignificant results.
    Emerging countries in Asia – e.g. Vietnam and Thailand – possess close culture characteristics with Taiwan. Thus if advertisement firms are willing to invest in these markets, it is suggested to enter with ownership – especially when the underlying countries’ GDP growth rates are high.
    Advisory Committee
  • Pei-how Huang - chair
  • Cher-Hung Tseng - co-chair
  • Cher-Min Fong - advisor
  • Files
  • etd-0730108-154608.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2008-07-30

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