题名

服務業海外市場進入策略：機構理論觀點

DOI

10.30167/JOIT.201012.0024

作者

劉怡媛；吳貞和

关键词

Service Industries ； Market Entry ； Institutional Environment ； Country Risk ； Cultural Distance

期刊名称

亞東學報

卷期/出版年月

30期（2010 / 12 / 01）

页次

219 - 227

内容语文

繁體中文
中文摘要

海外市場進入策略一向是國際企業管理相關文獻的重要議題，近年來，經濟活動的快速全球化連帶地擴展了服務業到海外發展的機會，服務部門更是成為國際貿易成長幅度最大的部分。然而，我們對海外市場進入模式之了解大多來自於以製造部門之實證研究所累積的知識，而對於影響服務業海外市場進入模式的選擇因素亦多以企業內部因素（例如企業產品差異化的程度、企業本身規模及資源、多角化程度、及公司策略）來分析，將外部環境因素（如政治、經濟、社會文化）作為調節變項。然而，國際企業研究本質上就是對於探討居住於不同國家或來自同一國家但必須和另一國家對象交易的研究，因此國家層面的大環境分析甚為直接且重要，本文即是以機構理論所考量的地主國的政治風險、經濟風險及文化差距等機構環境為分析基礎，提出其對具有生產與消費同時發生的產業特性的服務業海外市場進入模式影響之假說，並以地主國市場規模及服務業進入動機為調節變項，提出其對上述影響加強或減弱之效果假說。
主题分类 人文學 > 人文學綜合
人文學 > 中國文學
基礎與應用科學 > 基礎與應用科學綜合
醫藥衛生 > 醫藥衛生綜合
工程學 > 工程學綜合
社會科學 > 社會科學綜合
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被引用次数
  1. (2022)。「飲」進全球，讓利得利—薡茶加盟連鎖集團。產業與管理論壇，24(1)，98-127。
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