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研究生:黃龍一
研究生(外文):Long-i Huang
論文名稱:全球多角化對公司績效之影響:創新及行銷之調節效果
論文名稱(外文):Global Diversification and Firm Performance: Moderating Effects of Innovation and Marketing
指導教授:歐進士歐進士引用關係
學位類別:碩士
校院名稱:國立中正大學
系所名稱:會計與資訊科技研究所
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:38
中文關鍵詞:微笑曲線全球多角化
外文關鍵詞:global diversificationsmiling curve
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過去研究者一直探討全球多角化和公司績效之間的關聯性。跟據微笑曲線理論,本論文將創新、行銷整合至上述關係中。實證結果顯示,在基本模型中,全球多角化與公司績效無顯著關係;但在修正模型中,則為負相關。此一結果暗示全球多角化帶來無形的成本。此外,創新和行銷對於上述關係有正向調節效果。此一結果支持微笑曲線理論。創新導向和行銷導向的公司在全球多角化時,其績效更佳。此外,本研究結果也暗示公司在建立競爭優勢時,應優先選擇創新活動,其次則是行銷活動。
Researchers have been interested in understanding the relationship between global diversification and firm performance for a long run. Based on the arguments of smiling curve, this paper incorporates innovation and marketing activities into the global diversifi-cation-performance relationship. The empirical results show an insignificant impact of global diversification on performance in the baseline model and a negative impact in the modified model. This finding implies that there is invisible costs of global diversification. However, both the innovation and marketing activities have moderating effects on the global diversification-performance relationship. Our findings are similar to the arguments of smiling curve that innovation and marketing activities indeed assist in enhancing firm performance. Additionally, our findings also imply that firms should give higher priority to innovative technology and lower priority to marketing activities.
Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Objectives 5
Chapter 2 Literature Review and Hypotheses 7
2.1 Global Diversification and Firm Performance 7
2.2 Smiling Curve 17
2.3 Moderating Effects of Innovation 19
2.4 Moderating Effects of Marketing 20
Chapter 3 Research Method 23
3.1 Data Resource 23
3.2 Variables 24
3.3 Models 25
Chapter 4 Results 27
4.1 Descriptive Statistics and Correlations 27
4.2 Multivariate Analysis 29
4.3 Sensitive analysis 32
Chapter 5 Conclusion 34
References 37
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