题名

多國籍企業海外行銷通路、網絡關係及電子化程度對通路績效之實證研究

并列篇名

An Empirical Study of the Multinational Enterprises' International Marketing Channel, Network Structure and the Level of e-Business Activity on the Channel Performance

DOI

10.6382/JIM.200804.0004

作者

張心馨(Hsin-Hsin Chang)；王怡臻(I-Chen Wang)

关键词

網絡結構 ； 企業電子化 ； 國際行銷通路 ； Network relationship ； e-Business ； international marketing channel performance

期刊名称

資訊管理學報

卷期/出版年月

15卷2期（2008 / 04 / 01）

页次

47 - 83

内容语文

繁體中文
中文摘要

本文以國際企業行銷通路為考量因素，探討多國籍企業的海外營運據點與網絡關係對多國籍企業之通路之績效，以及企業電子化程度對國際行銷通路、網絡關係、通路績效之干擾效果。研究方法首先深入訪談三個企業個案，經由理論基礎與質性分析結果，建立研究模式之雛型架構，再進行第二階段的問卷調查及計量分析，以驗證研究假設。個案研究發現多數企業選擇通路時，最重視目標市場的需求和公司資源配置，不同的通路形式間所形成的網絡關係，主要在集權化程度上的差距；電子化程度對網絡關係主要的影響在於溝通互動的機動性，企業必須加強電子化基礎架構才能提升整體網絡關係與海外通路之績效。統計分析發現，不同的通路類型會造成企業與海外營運據點間互信互惠、集權化及正式化程度之差異；電子化在通路類型對網絡關係具有抑制作用。各電子化程度族群與網絡結構關係群體在通路商協調合作績效和通路成員銷售服務亦上有顯著的差異。
英文摘要

This study investigates the factors influencing the choice of international marketing channels, overseas network relationship, the level of e-business, and international marketing channel performance. Case study visit three companies for modify the original model according to the analysis of the case study reports, and then follow-up with questionnaire investigation. Statistical analysis of the latter can help to verify the correctness of the theoretical model, and can provide a comparison with cases and previous work. From the case study organizations, found that the demands of the target market factor and the resource payout for the company factor are the main considerations when choosing channel forms for most companies. The main differences among networks result from the various extents of centralization. Results of data analysis, the market situations, the company conditions, and the cooperation of channel members are the most appreciated factors for a company when choosing their channel. Various channel forms will result in different degrees of inter-trust, inter-profit, centralization, and formulization between the enterprise and its overseas contacts. This research analyses the international marketing channel from the perspective of e-business and network infrastructure, in the hope that it will provide insight into its management for higher foreign earnings.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 管理學
参考文献
  1. Adler, P.S.,Kwon, S.W.(2002).Social capital: prospects for a new concept.Academy of Management Review,27(1),17-40.
  2. Agarwal, S.,Ramaswami, S.(1992).Choice of foreign market entry mode: Impact of ownership, location and internalization factors.Journal of International Business Studies,23(1),1-28.
  3. Akmanligil, M.,Palvia, P.C.(2004).Strategies for global information systems development.Information & Management,24(1),5-59.
  4. Albert, T.C.,Goes, P.B.,Gupta, A.(2004).GIST: A model for design and management of content and interactivity of customer-centric web sites1.MIS Quarterly,28(2),161-182.
  5. Anderson, E.,Coughlan, A.(1987).International market entry and expansion via independent or integrated channels of distribution.Journal of Marketing,51(1),71-82.
  6. Aspinwall, L.V.,W. Lazer,E. J. Kelley （Eds.)(1962).managerial marketing: Perspectives and viewpoints.Homewood, IL:Richard D. Irwin.
  7. Astley, W.G.,Fombrun, C.J.(1983).Collective strategy: the social ecology of organizational environments.Academy of Management Review,8(4),576-588.
  8. Aulakh, P.S.,Kotabe, M.(1997).Antecedents and performance implications of channel integration in foreign markets.Journal of International Business Studies,28(1),145-176.
  9. Avlonitis, G.J.,Karayanni, D. A.(2000).The impact of Internet use on B2B marketing: Examples from American and European companies.Industrial Marketing Management,29(5),441-426.
  10. Baker, W.E.(1990).Market networks and corporate behavior.American Journal of Sociology,96(3),589-625.
  11. Bouwman, H.,Hertog, P.d.,Holland, C.(1999).The Measurement of E-commerce.Mass:Addison- Wesley.
  12. Bowersox, D.J.(1969).Physical distribution development: Current status and potential.Journal of Marketing,33(1),63-70.
  13. Brouthers, K.D.,Brouthers, L.E.(2000).Acquisition or greenfield start-up? Institutional, cultural and transaction cost influences.Strategic Management Journal,21(1),89-97.
  14. Buchanan, L.(1992).Vertical trade relationships: the role of dependence and symmetry in attaining organizational goals.Journal of Marketing Research,29(1),65-75.
  15. Bucklin, L.P.(1966).A theory of distribution channel structure.Berkeley, CA:IBER.
  16. Burt, R.(1992).Structural holes: the social structure of competition.Harvard University Press:Cambridge.
  17. Buzzell, R.D.,Ortmeyer, G.(1995).Channel partnerships streamline distribution.Sloan Management Review,36(3),85-97.
  18. Cannon J.P.,Perreault, W.D.Jr.(1999).Buyer-seller relationships in business markets.Journal of Marketing Research,36(4),439-461.
  19. Centola, C.(2004).Collaborative commerce for non-technical industries: is it worth the investment?.International Journal of Information Management,24(1),433-440.
  20. Chang, H. H.(2006).Technical and management perceptions of enterprise information systems importance, implementation, and benefits.Information Systems Journal,16(3),263-292.
  21. Choy, K.L.,Lee, W.B.,Lo, V.(2003).An intelligent supplier relationship management system for selecting and benchmarking suppliers.International Journal of Technology Management,26(7),717-742.
  22. Coleman, J.S.(1988).Social capital in the creation of human capital.American Journal of Sociology,94(3),95-120.
  23. Coviello, N.,Munro, H.(1997).Network relationships and the internationalization process of small software firms.International Business Revises,6(4),361-386.
  24. Cronin, M.J.(1994).Van Nostrand Peinhold.New York:
  25. Deighton, J.(1996).The future of interactive marketing.Harvard Business Review,74(6),151-161.
  26. Ellis, P.(2000).Social ties and foreign market entry.Journal of International Business Studies,31(3),443-470.
  27. Fiala, P.(2005)."Information sharing in supply chains," Omega,33(5),419-423.
  28. Fiedler, K.D.,Grover, V.,Teng, J.TC.(1996).An empirically derived taxonomy of information technology structure and its relationship to organizational structure.Journal of Management Information Systems,13(1),9-35.
  29. SOM- reports University of Groningen
  30. Gatignon, H.,Anderson E.(1988).The multinational corporation's degree of control over foreign subsidiaries.Journal of Law Economics, and Organization,4(3),305-336.
  31. Gefen, D.,Ridings, C.M.(2002).Implementation team responsiveness and user evaluation of CRM.Journal of Management Information Systems,19(1),47-69.
  32. Geyskens, I.,Steenkamp, J.,Kumar, N.(1999).A Meta-analysis of satisfaction in marketing channel relationship.Journal of Marketing Research,36(2),223-238.
  33. Ghoshal, S.,Bartlett, C.A.(1990).The multinational corporation as an interorganizational network.The Academy of Management Review,15(4),603-626.
  34. Granovetter, M.S.(2005).The impact of social structure on economic outcomes.The Journal of Economic Perspectives,19(1),33-51.
  35. Granovetter, M.S.(1973).The strength of weak ties.American Journal of Sociology,778(2),1360-1380.
  36. Hadjikhani, A.,Hakansson, H.(1996).Political actions in business networks a Swedish case.International Journal of Research in Marketing,13(5),431-448.
  37. Halldorsson, A.,Skjott-Larsen, T.(2004).Developing logistics competencies through third party logistics relationships.International Journal of Operations & Production Management,24(1/2),192-206.
  38. Hammer, M.,Mangurian, G.E.(1987).The changing value of communications technology.Sloan Management Review,28(2),65-72.
  39. Hansen, M.T.(1999).The search-transfer problem: The role of weak ties in sharing knowledge across organization subunits.Administrative Science Quarterly,44(1),82-111.
  40. Heide. J.B.,John, G.(1988).The role of dependence balancing in safeguarding transaction-Specific assets in conventional channels.Journal of Marketing,52(1),0-35.
  41. PriceWaterhouse Coopers
  42. Hoffman, D.L.,Novak, T.P.(1997).A new marketing paradigm for electronic commerce.Information Society,13(1),43-55.
  43. Holm, D.B.,Eriksson, K.,Johanson, J.(1999).Creating value through mutual commitment to business network relationships.Strategic Management Journal,20(5),467-486.
  44. Holm, D.B.,Eriksson, K.,Johanson, J.(1996).Business networks and cooperation in international business relationships.Journal of International Business Studies,27(5),1033-1054.
  45. Hult, G.T., Ketchen, D.J.,Slater, S.F.(2004).Information processing, knowledge development, and strategic supply chain performance.Academy of Management Journal,47(2),241-253.
  46. Johanson, J.,Vahlne J.E.(1977).The internationalization process of the firm: A model of knowledge development and increasing foreign commitments.Journal of International Business Studies,8(1/2),23-32.
  47. John, G.,Weitz, B.(1989).Salesforce compensation: An empirical investigation of fact.Journal of Marketing Research,26(1),1-15.
  48. Kalakota R.,A. B. Whinston(1997).Electronic commerce: A manager's guide.Addison Wesley Longman.
  49. Kanter, R.M.,Eccles, R.G.,W. Nohria,R.G. Eccles （Eds.)(1992).Networks and organizations: structure, form, and action, making network research relevant to practice.Boston, MA:Harvard Business School Press.
  50. Kim, K.(2001).On the effects of customer conditions on distributor commitment and supplier commitment in industrial channels of distribution.Journal of Business Research,51(2),87-99.
  51. King, W.R,Sethi V.(1999).An empirical assessment of the organization of transnational information systems.Journal of Management Information Systems,15(4),7-29.
  52. Klein, S.,Frazier, G.L.,Roth, V.T.(1990).A transaction cost analysis model of channel integration in international markets.Journal of Marketing,27(2),196-208.
  53. Kolter, P.(1994).Marketings management: Analysis, planning Implementing, control.Englewood Cliffs, NJ:Prentice- Hall.
  54. Kumar, N.,Scheer, L.K.,Steenkamp, E.M.(1995).The effects of perceived interdependence on dealer attitudes.Journal of Marketing Research,16(1),348-356.
  55. Lambert, D.M.,Emmelhaninz, M.A.,Gardner, J.T.(1996).Developing and implementing supply chain partnerships.The International Journal of Logistics Management,7(2),1-17.
  56. Lambkin, M.(1988).Order of entry and performance in new markets.Strategic Management Journal,9(5),41-48.
  57. Leavitt, H.,Whliser, T.(1985).Management in the 1980'.Harvard Business Review,63(6),41-48.
  58. Lee J.N.,Miranda, S.M.,Kim, Y.M.(2004).IT outsourcing strategies: Universalistic, contingency, and configurational explanations of success.Information Systems Research,15(2),110-132.
  59. Leifer, R.(1988).Matching computer-based information systems with organizational structures.MIS Quarterly,12(1),63-74.
  60. Lilien, G.L.(1979).Advisor 2: Modeling the marketing mix decision for industrial products.Management Science,25(1),191-204.
  61. Lin, N.(2001).Social capital: A theory of social structure and action.Cambridge:Cambridge University Press.
  62. Madhok, A.(1997).Cost, value and foreign market entry mode: The transaction and the firm.Strategic Management Journal,25(3),9-18.
  63. Mayer C.R.,Davis H.J.,Schoorman F.D.(1995).An Integrative Model of Organizational Trust.Academy of Management Review,20(1),709-734.
  64. Miracle, G.E.(1965).Journal of Marketing,29(1),18-24.
  65. Mohr, J.,Nevin, J.R.(1990).Communication strategies in marketing channels: A theoretical perspective.Journal of Marketing,54(4),36-49.
  66. Nadler, D.,Tushman, M.L.,Miles （Ed.)(1980).macro organizational behavior.Goodyear Press:Santa Clara, CA.
  67. Nahapiet, J.,Ghoshal, S.(1998).Social capital, intellectual capital, and the organizational advantage.Academy of Management,23(3),242-267.
  68. Odagiri, H.(2003).Transaction costs and capabilities as determinants of the R&D boundaries of the firm.Managerial and Decision Economics,24(2,3),187-211.
  69. Onkvisit S.,John J.S.(1994).International Marketing Analysis and Strategy.Taylor & Francis Books Ltd, Routledge.
  70. Papazoglou, M.,Tsalpatidou, A.(1999).Guest editorial: special issue on information systems support for electronic.Information Systems,24(6),425-247.
  71. Paul, D.L.,McDaniel, R.R.(2004).A field study of the effect of interpersonal trust on virtual collaborative relationship performance.MIS Quarterly,28(2),183-227.
  72. Payne, A.,Frow, P.(2004).The role of multichannel integration in CRM.Industrial Marketing Management,33(6),527-538.
  73. Pfeffer, J.,Salancik G.(1987).The external control of organizations: A resource dependence perspective.New York:Harper and Row.
  74. Rangan, V.K.,Menezes, M.A.,Maier, E.P.(1992).Channel selection for new industrial products: A framework, method, and application.Journal of Marketing,56(1),69-82.
  75. Robey, D.,Ross, J.(2002).Learning to implement enterprise systems: an exploratory study of the dialectics change.Journal of MIS,19(1),17-46.
  76. Root , F.(1987).Entry strategies for international markets.Lexington books, MA:
  77. Rosenbloom, B.,Anderson, R.(1985).Channel management and sales management: Some key interfaces.Journal of Academy of Science,13(2),97-106.
  78. Rugman, A.M.,Verbeke, A.(1992).A note on the transnational solution and the transaction cost theory of multinational strategic management.Journal of International Business Studies,21(1),761-772.
  79. Schoenbachler, D.D.,Gordon, G.L.(2002).Multi-channel shopping: understanding what drives channel choice.Journal of Consumer Marketing,19(1),42-53.
  80. Siguaw, J.A.,Penny M.S.,Thomas, L.B.(1998).Effects of supplier market orientation on distributor market orientation and the channel relationship.Journal of Marketing,62(3),99-111.
  81. Stern, L.W.,El-Ansary, A.I.,Coughlan, A.T.(1996).Marketing Channels.NJ:Prentice Hall.
  82. Tan, K.,Lyman, G.,Wisner, J.(2002).SCM: A strategic perspective.International Journal of Operations & Production Management,22(5/6),614-631.
  83. Tichy, N.M.,Fombrun, C.J.,Devanna, M.A.(1982).Strategic human resource management.Sloan Management Review,23(2),47-62.
  84. Tichy, Tushman,Fombrun(1979).Social network analysis for organizations.Academy of Management Review,4(4),507-519.
  85. Trabold, H.(2002).Export intermediation: An empirical test of Peng and Ilinitch.Journal of International Business Studies,33(2),327-345.
  86. Trevelen, M.(1987).Single sourcing: A management tool for the quality supplier.Journal of Purchasing and Materials Management,23(1),19-24.
  87. Uzzi, B.(1996).The sources and consequences of embeddedness for the economic performance of organization.American Sociological Review,61(4),674-698.
  88. Venkatesh, V.,Morris, M.G.,Davis, G.B.,Davis, F.D.(2003).User acceptance of information technology: Toward a unified view.MIS Quarterly,27(3),425-478.
  89. Weill, P.,Vita, M.(2002).What it infrastructure capabilities are needed to implement e-Business.MIS Quarterly Executive,21(1),17-34.
  90. White, R.E.,Poynter, T.A.,C.Bartlett,Y. Doz,G. Hedlund （Ed.)(1990).Managing the global firm.Routledge.
  91. Wiklund, J.,Shepherd, D.(2003).Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium-sized business.Strategic Management Journal,24(13),1307-1314.
  92. Williamson, O.E.(1981).The economics of organization: The transaction cost approach.American Journal of Sociology,87(3),548-577.
  93. Williamson, O.E.(1985).The economic institutions of capitalism.NY:The Free Press.
  94. Yin, R.K.(2003).Case study research: Design and methods.Sage.
  95. Zwass, V.(1994).Electronic commerce: Structure and issues.International Journal of Electronic Commerce,1(1),3-23.
  96. 司徒達賢、于卓民、曾紀幸(1997)。環境特性與公司特性對多國籍企業網絡關係之影響―在台外商公司之實證研究。管理學報，2(14)，155-176。
  97. 吳明璋、陳俊明、韓文彬(2000)。企業e化策略與實務。商周出版。
print cancel