新創公司如何發展國際事業？以悅聲志業為例

本研究探討新創小微企業如何快速拓展國內外通路，並快速發展國際事業。根據Knight and Cavusgil（2004）提出的「天生全球化」架構，此架構廣為人知，也是本研究的理論基礎。研究方法採取單一個案研究，基於「如何」的解釋性研究問題，探究一間新創企業，名為悅聲志業（英文名稱為Chord&Major，本研究簡稱為悅聲），悅聲從2012年創建，並提出前所未有的概念和利基產品－調性耳機。經由初級資料及次級資料的蒐集，並透過類型比對的方法進行分析，悅聲符合了天生全球化公司的定義，並檢驗了Knight and Cavusgil（2004）架構的有效性。最後，本研究討論結論和意涵。

關鍵字

新創公司；國際創業；天生全球化；個案研究；調性耳機

並列摘要

This study explores how an entrepreneurial start-up initiates its international business. The well-known framework of “born global”, developed by Knight and Cavusgil (2004), is the theoretical ground for this study. A single case study method was adopted to explore this “how” question. Our case is an entrepreneurial start-up, which called C&M Audio (English name for Chord&Major, this study call C&M). C&M Audio was founded in the 2012 and proposed an unprecedented concept and niche products - tonal earphone. Primary and secondary data were collected and analyzed via pattern-matching approach. C&M Audio was meeting the definition of born global firm, and was used to examine the validity of the Knight and Cavusgil’s (2004) framework. Finally, conclusions and implications were discussed.

並列關鍵字

Entrepreneurial Start-up ； International Business ； Born global ； Case-study ； Tonal earphone

參考文獻

陳厚銘、連勇智、許嘉文、林玟廷、簡睿哲，2016，國際企業研究發展的新方向和新興議題，管理學報，第三十三卷第一期：35-60。

Albaum, G. & Peterson, R.A. 1984. Empirical research in international marketing: 1976-82, Journal of International Business Studies 15(Spring/Summer): 161-173.

Autio, E., Sapienza, H. & Almeida, J. 2000. Effects of age at entry, knowledge intensity, and imitability on international growth.Academy of Management Journal, 43(5): 909-924.

Bowersox, D.,& Cooper, M.B. 1992.Strategic Marketing Channel Management, McGraw-Hill: New York.

Buzzell, R.,& Gale, B. 1987.The PIMS Principles: Linking Strategy to Performance, The Free Press: New York.

國際替代計量

新創公司如何發展國際事業？以悅聲志業為例

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