The Influence of Institutional Environment and Dynamic Capabilities on Marketing Channel Evolution: A Case Study of Taiwanese Motor Firms
| Autor: | Po-Hsun Lee, 李柏勳 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 Due to the huge market and large population of Mainland China, all of foreign companies are eager to entry this market. However, the institutional environment of China is quite different from the Western. Because motor industry plays the key role in a country’s economic development, China government tends to highly control over this industry in early stage. Following the reform policies, government has opened its market gradually. It would be the valuable issue that how foreign companies cope with institutional environment changes and adjust their business strategies. Therefore, this research integrates both institutional theory and dynamic capabilities perspective to explore Taiwanese motor firms’ marketing channel evolution in Mainland China and Taiwan. Teece, Pisano and Shuen advocated firstly the dynamic capacities perspective in 1997, which emphasizes the competitive advantages are created by more quickly and flexibly efforts in product innovation, effective integration, and internal or external resources reconfiguration. After reviewing relevant literature, this study found that most researches of dynamic capabilities are conceptual exploration or cross-sectional studies. This research applied case study to observe Taiwanese motor firms’ long-turn dynamic capability development and channel evolution. Further, this research tries to contribute to theory development. Among Taiwanese motor companies, only China motor and Yu-Lon motor have invested and operated in Mainland China. Therefore, this study selected these two companies as research cases. After literature reviewing and cases data gathering, this study concludes several proposition. In order to improve research validity and reliability, this study adopts triangulation principle that emphasizes establishing multiple source of evidence. According to the comparative analysis of cases, this study finds that pressure and favorable degree of institutional environment will affect the construction of market channel. When institutional environment pressure is high and favorable, then firms intend to adopt the market channel structure with lower internalization and tighter channel members relationship. This study also finds there are moderating effects of dynamic capabilities on the relationship between institutional environment and marketing channel structure. The stronger the dynamic capabilities that firms have, the more likely the firms integrate, establish, and reconfigure their abilities and resources to accumulate further resources. And then firms intend to adopt marketing channel structure with higher internalization and tighter channel members relationship. Besides, firms can smoothly adjust their channel structure attribute to dynamic capabilities. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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