The narrative research focused on how the Taiwanese small enterprise tried to build brands in mainland China. The OEM Company of textile industry in Taiwan had brand building and retailing experience, however the application of these strategies for developing private brands in mainland China market worked without results. In cognition-based perspective, this research tried to interpret how the mental modification process and coping strategies by entrepreneur after facing the failure. The results showed not only the entrepreneur's reflection and deliberation could cause organizational development and strategies divert, but also these could effected several important changes such as cognitive adaptation and organizational performance. Finally, results indicated how the Taiwanese entrepreneurs develop strategies of private brand building in mainland China.
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