The Internationalization Strategy for Food and Beverage Brands in Taiwan
| Autor: | Tzu-Heng Lin, 林子恒 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 With the increasing interconnectedness of national economies, small and medium-size enterprises (SMEs) of Taiwan have been recognized as the key driving force of economic development. In order to have a further development, business in Taiwan need to understand the trend of being international of brands. Although there are many studies about brand internationalization, only limited studies are conducted to comprehensively investigate in building a local food and beverage chain store into a global brand. Since food and beverage industry represent Taiwan’s unique culture, we believe brand exporting will directly improve food and beverage industry so as tourism industry in Taiwan. Therefore, this research will contribute to the literature by drawing insights to the internationalization of food and beverage industry. This survey is conducted by respectively in-depth interviewing senior managers from four local f&b companies that had already successfully built the brand internationally. The aim is to list the common problems and find solutions for internationalizing food and beverage brands of Taiwan. Furthermore, this research provides three managerial implications and gives practical guidance for the business on how to implement brand international strategies. This paper presents three managerial implications: 1.The corporate structure and strategy to license out brand know-how. 2.The market entry strategy to a new market. 3.The optimal operational model to tap into a new market. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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