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研究生:呂庭維
研究生(外文):Ting-Wei Lu
論文名稱:多重市場接觸與多國企業廠商績效之關聯性─全球整合與當地回應之調節效果
論文名稱(外文):The Relationship between Multimarket Contact and MNCs Performance – The Moderating Effects of Global Integration and Local Responsiveness
指導教授:喬友慶喬友慶引用關係
指導教授(外文):Yu-Ching Chiao
口試委員:蕭櫓駱世民
口試日期:2015-05-21
學位類別:碩士
校院名稱:國立中興大學
系所名稱:企業管理學系所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:53
中文關鍵詞:多重市場接觸相互容忍全球整合與當地回應國家貪腐當地法規限制
外文關鍵詞:multimarket contactmutual forbearanceglobal integration and local responsivenesscountry corruptionlocal regulatory restrictions
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在全球市場下,多國企業與競爭者間不斷的在多個不同的市場中競爭,回顧過去針對多點競爭之研究,學者提出相互容忍的概念,係指產業內之競爭廠商在多個不同市場中相遇時,由於彼此的威懾效果與熟悉性,導致廠商間競爭強度下降的現象,然而截自目前為止,相關研究的實證結果仍無一致的結論。
本研究欲探討多國企業間之多重市場接觸程度與整體營運績效之關係,並以國際企業之全球整合與當地回應觀點,加入當地法規限制、國家貪腐、全球整合等調節變數,以動態競爭作為核心,結合國際企業之相關文獻,作為研究假說推導的基礎。研究產業選定全球前20大定期貨櫃航運廠商作為研究樣本,資料來源取自日本Cyber Shipping Guide航運資料庫,研究期間為2009年1月至2014年12月。
本研究之實證結果發現:(1) 當焦點廠商的多重市場接觸程度愈高時,焦點廠商的績效表現會愈好;(2) 當焦點廠商所面對之市場國家的法規限制愈高時,將弱化多重市場接觸與焦點廠商績效的正向關係;(3) 當焦點廠商所面對之市場國家的貪腐程度愈高時,會弱化多重市場接觸與焦點廠商績效的正向關係;(4) 當焦點廠商展現的全球整合意圖愈高時,會弱化多重市場接觸與焦點廠商績效的正向關係。
綜合上述,本研究同時以全球整合與當地回應觀點,檢視多國企業在多重市場接觸下之相互容忍現象,以及在不同全球整合與當地回應之情境因素下的影響,亦從母國總部與子公司的觀點,探討當地環境因素對多國企業競爭行為的影響,並將多點競爭研究延伸至國際市場,補足過去文獻較少針對多國企業進行研究的缺口。


In global competition, multinational corporations (MNCs) constantly compete with their competitors in multiple markets. Most of prior researches for multipoint competition have proposed the concept called mutual forbearance, which indicates the phenomenon that when the same competitors meet in multiple markets, the deterrence effect and familiarity would lead to lower the intensity of rivalry between firms. However, the empirical results do not seem to be consistent.
This research aims to explore the relationship between multimarket contact (MMC) and focal firm’s overall performance, and its moderating effects of local regulatory restrictions, country corruption and global integration, combining dynamic competition and international business management theories as basis to introduce the research hypothesis. The research choose top 20 firms of global container shipping industry as the research sample, using the competitive information from Cyber shipping Guide database between 2009 to 2014.
The empirical finding shows: (1) With more MMC between focal firm and its competitors, the focal firm takes better performance; (2) when focal firm faces higher regulatory restrictions in its host markets, it will weaken the positive relationship between MMC and focal firm’s performance; (3) when focal firm faces higher country corruption in its host markets, it will weaken the positive relationship between MMC and focal firm’s performance; (4) when focal firm shows higher intent of global integration, it will weaken the positive relationship between MMC and focal firm’s performance.
In summary, by examining MNCs mutual forbearance through global integration and local responsiveness perspective in varies contingency factors, and exploring the impact of local institution environment to firm’s competition from headquarter and subsidiary view, this study extends firms competition to the international field. These efforts fulfill the gap of previous researches of multipoint competition in MNCs.


目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與研究目的 2
第三節 研究範圍 3
第四節 研究章節安排 4
第二章 文獻回顧與假說推導 5
第一節 研究架構說明 5
第二節 多重市場接觸 6
第三節 全球整合與當地回應 7
第四節 假說推導 8
第三章 研究方法 12
第一節 研究樣本及資料來源 12
第二節 變數操作性定義及衡量方式 16
第三節 統計分析工具及結構內容分析法介紹 19
第四章 統計分析與實證結果 20
第一節 樣本資料特性分析 20
第二節 皮爾森 (Pearson) 相關性分析 23
第三節 階層迴歸分析 25
第四節 實證結果之討論 29
第五章 結論與建議 35
第一節 研究結論 35
第二節 理論與實務意涵 37
第三節 研究限制與後續研究建議 41
參考文獻 43

表目錄
表3-1全球定期貨櫃海運產業前20大船舶公司排名 13
表3-2各行動類型定義及其新聞範例 14
表4-1行動次數與行動類型 20
表4-2航線重整次數表 (每季) 21
表4-3樣本航商各年度航線重整次數分配表 22
表4-4敘述性統計及Pearson相關係數表 24
表4-5廠商績效階層迴歸分析表 28
表4-6研究假說與實證結果 29
表5-1多點競爭研究之研究貢獻分類及本研究理論貢獻 38

圖目錄
圖2-1研究架構圖 5
圖4-1法規限制交互作用圖 26
圖4-2國家貪腐交互作用圖 26
圖4-3全球整合交互作用圖 27
圖4-4相互容忍現象流程圖 31

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