地主國特性、CEO特質及策略導向對台商大陸市場進入模式與經營績效之影響

The Impact of Host Country Characteristics, CEO Attributes, and Firm Strategy Orientation on the Choice of Foreign Market Entry Mode and Performance: An Empirical Study on Taiwanese Firms' Investing in China

10.29871/JNTCB.201007.0001

李文瑞(Wen-Ruey Lee)；陳世傑(Shih-Chieh Chen)；曹為忠(Wei-Chung Chao)；陳律睿(Lu-Jui Chen)；楊靜怡(Jing-Yi Yang)

交易成本 ； 策略導向 ； 進入模式 ； 經營績效 ； transaction cost ； strategy orientation ； entry mode ； performance

北商學報

18期（2010 / 07 / 01）

1 - 15

繁體中文

本文利用Logistic迴歸分析，針對116家赴大陸投資之台灣廠商，深入探討地主國特性因素、決策者特質因素和企業之策略導向對廠商選擇大陸市場進入模式及其在大陸市場經營績效之影響。研究結果顯示：大陸地區之市場需求、CEO之工作經驗、CEO之國際化經驗、企業之差異化策略與成本領導策略會顯著影響廠商對其大陸市場進入模式之選擇。至於在經營績效方面，實證結果發現，不論是獨資模式或是合資模式本身在績效表現上並無顯著的差異。

This study explores the influence of host country characteristics, CEO attributes, and firm strategy orientation on the choice of foreign market entry mode and the impact of the entry mode choice on performance. Using Logistic regression analysis, 116 Taiwanese firms investing in China are empirically analyzed. Findings of this paper indicate that host country demand condition, working experience and international experience of CEO, and investing firm's strategy orientation all significantly influence firm's choice of foreign market entry mode. Mode performance of wholly-owned subsidiaries and joint ventures are not significantly different from each other.