臺灣博碩士論文加值系統

本研究探討跨國企業在海外擴展時，如何透過動態調整同質與差異導向活動以因應當地市場的挑戰。研究結果指出，雖然跨國企業累積的國際化經驗可轉化為「外國性優勢」，展現異質的競爭力，但此類經驗並非可完全複製至新市場，仍須依循在地條件調整，以降低「外國性負擔」，此觀點有別於過往多數文獻僅強調「先同質、後異質」的線性邏輯。本研究亦發現，單一策略模式存在侷限，因而提出以顧客參與所形成的回饋機制，提升策略的適應性與彈性，並完善同質與異質的混合策略。同時指出，混合策略的均衡僅屬暫時狀態，市場實際上是由企業與顧客知識水準的持續互動所共同形塑。跨國企業需不斷調整資源配置，以縮小認知落差並促進價值共創，從而確保策略更加貼近市場需求與顧客期望，並推動跨國企業持續檢視與優化其策略實踐。

This study explores how multinational enterprises (MNEs) dynamically adjust between homogeneity- and heterogeneity-oriented activities to address challenges during their overseas expansion. The findings reveal that although MNEs’ accumulated international experience can be transformed into an “advantage of foreignness,” thereby demonstrating differentiated competitiveness, such experience cannot be entirely replicated in new markets. Adjustments must be made according to local conditions to mitigate the “liability of foreignness.” This perspective differs from the dominant view in prior literature, which typically emphasizes a linear logic of “homogeneity first, heterogeneity later.” The study also identifies the limitations of adopting a single strategic approach and therefore proposes a feedback mechanism shaped by customer participation to enhance the adaptability and flexibility of strategy, thereby refining a hybrid approach that integrates both homogeneity and heterogeneity. Furthermore, it argues that the equilibrium of such a hybrid strategy is only temporary, as markets are continuously co-shaped by the interaction between firms’ and customers’ knowledge levels. MNEs must continuously reconfigure their resources to reduce cognitive gaps and foster value co-creation, thereby ensuring that strategies remain closely aligned with market needs and customer expectations while encouraging MNEs to continually review and improve their strategic implementation.

List of Contents

Title Page i
Letter of Approval ii
Abstract in Chinese iii
Abstract in English iv
Acknowledgements v
List of Contents vi
List of Tables viii
List of Figures ix
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Questions 3
1.3 Research Purposes 3
Chapter 2 Literature Review 5
2.1 MNEs 6
2.1.1 Typology 6
2.1.2 Entry Model 8
2.1.3 MNEs within the Value Chain 8
2.2 Foreignness 9
2.2.1 Liability and Advantage of Foreignness (LAF) 10
2.2.2 The institutional theory perspective on LAF 11
2.2.3 A Resource-Based View perspective on LAF 12
2.3 Service 13
2.3.1 Characteristic of Service 13
2.3.2 The Relationship Between Services and Products 14
2.4 Customer Engagement 16
Chapter 3 Research Methodology 18
3.1 Qualitative Research 18
3.2 Case study 18
3.3 Data Collection 19
3.4 Data Analysis 22
3.5 Research Model 22
Chapter 4 Case Finding and Analysis 25
4.1 Case Description 25
4.2 Homogeneity-Oriented vs. Heterogeneity-Oriented of MNE 27
4.2.1 Homogeneous Orientation 27
4.2.2 Heterogeneous Orientation 29
4.3 Customer Engagement 33
4.3.1 Antecedent 33
4.3.2 Behavior 42
4.3.3 Consequences 45
4.4 Hybrid Strategy 46
Chapter 5 Discussion and Conclusion 50
5.1 Discussion 50
5.2 Theorical Contributions 51
5.3 Practical Implications 52
5.4 limitations and Future Directions 53
References 55

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