國際進入模式決策之折衷理論暨國際進入模式組合之研究

A Study on Eclectic Theory of Market Entry Mode Decision and Portfolio of Entry Mode

翁景民(James C. M. Weng) ； 曾義明(I Ming Tseng)

《臺大管理論叢》 6卷2期 (1995/08) Pp. 25-59

https://doi.org/10.6226/NTURM1995.6.2.25

摘要

進入模式(Entry Mode)的選擇是多國籍企業在海外營運時之重要決策，對其經營績效有絕對重要的影響。但是在目前之文獻中，對於進入模式之探討通常只列出某些影響因素，或是將各種進入模式視爲個別方式處理。因此有必要建立一個整體之架構，將各種影響變數與其關係包含於其中以同時考量其綜合效果，瞭解其互動關係。
雖然已有部分學者嘗試發展出觀念架構，‘例如’Hill et al.(1990)。但是其架構卻難以驗證，因此其在對進入模式之選擇上之貢獻稍嫌不足産。事實上，多國籍企業不同的地主國市場可能採不同之進入模式，以求獲得最佳之優勢，此正所所謂的「進入模式組合」。事實上，在企業界已行之多時，但是，由於資料收集不易，因此這方面的研究並不多見。
本文即克服些一缺點，首先依Dunning之折衷理論，發展出進入模式之決策架構，接著結合決定進入模式之各策略變數以瞭解進入模式組合之形成方式。本文將以台灣爲母國之國籍企業驗證本架構，並提供對企業未來發展之建議。

關鍵字

進入模式 ； 折衷理論 ； 進入模式組合

並列摘要

The choice of entry mode into a foreign market has a major impact on the success of an MNC's international operations. While the existing literature on the entry mode decisions has either presented a list of determinant variables with identifying underlying constructs, or treated each entry mode in isolation. There is a clear need for a unified framework within which determinant variable should be included and the relationship between them then analyzed simultaneously without losing the joint impact effect. Although several authors have attempted to develop such a conceptual framework, for instance, Hill et al. (1990), their frameworks often suffer the impossibility of an empirical testing. Therefore, the contribution on the choice of entry mode is considered a minor. Moreover, an MNC may consider different entry decision among different countries or areas to gain the optimal competitive advantages. Such strategic formation of entry mode portfolio has been found in the most MNC's foreign operations. Unfortunately, the entry mode portfolio has not been studied in the literature due greatly to the unavailability of data collection. This article attempts to overcome such barriers. The decision framework of entry mode based on Dunning's eclectic theory is first developed. Then, the entry mode portfolio is consequently formatted by combining the determinants of entry decision with strategic variables. The Taiwan-based MNC's are chosen as the example to test the model.

並列關鍵字

Entry Mode ； Eclectic Theory ； Entry Mode Portfolio