良好的品牌都有自己的故事，並且會一直地說著自己的故事。過去研究已證實故事能夠使聽者融入其觀點中，加深聽者的記憶，並在聽者心中產生共鳴。不同的故事主體有其不同的管理意涵，而其在品牌管理之意義為何？本研究依據「國家文化」、「產品品類」與「品牌屬性」三層次探討品牌故事在故事主體選擇上之差異。 本研究使用內容分析法，依據Fortune與Business Week兩個排序之全球百大企業品牌，對其網站「關於我們」(About us)揭露之品牌故事的故事主體進行編碼，並獲得以下結論： 1. 「顧客故事」：能夠觸碰到消費者的情感，增加故事對其相關性與影響力。有形商品會運用顧客故事詮釋消費過程中產生的服務與象徵意義，提升企業對商品無形之承諾；形象品品牌會使用顧客故事給予利益關係人一個明確的使用者形象，增加其使用者聯想與訊息記憶，並提升品牌故事可信度。 2. 「創立者故事」：三個層次構面對創立者故事之使用均有影響力，藉由創立者故事之溝通，低語境溝通文化企業表達其自力自強之品牌人格；功能品品牌企業可強調其在同品類產品中之差異化與功能性；有形商品企業可傳遞其承諾並增加知覺品質。 3. 「品牌代言人故事」：員工故事僅在國家文化構面下有影響力，個人主義國家企業會藉之強調個人之知識與技能；透過名人故事，形象品品牌可建立其品牌形象，在利益關係人記憶中形成長期持久之差異化，有形商品提升無形利益與承諾。 4. 「行銷訊息故事」：低語境溝通文化國家企業會藉由品牌象徵故事作為與利益關係人溝通品牌人格與生活型態之信念。此外，行銷訊息故事的廣泛運用反應品牌經理人面臨在品牌管理上的媒體訊息整合之挑戰。

近年來因為資訊科技的普及，及時的資訊流加速了各產業於全球的競爭狀況；此外，將產品外包給其他廠商生產，也逐漸成為下游廠商的主要營運模式，在這樣的背景下，增加了組織間關係的複雜性，也使得很多的廠商的國際顧客要求其設立專案團隊，以提供更好以及更一致的產品及服務。此時，國際關鍵客戶管理(Global account management; GAM)一詞因此產生，其在發展的過程中得到大量學者的關注(Birkinshaw et al. 2001; Arnold et al. 2001; Yip and Bink 2007; Shi et al.2010)，國際關鍵客戶管理概念為供應商專注於整合組織內部跨部門的活動，並提供特殊的溝通協調機制。此外，資訊科技在商業活動上的應用抑是近年來學術界的研究重點，然而資訊科技與國際關鍵客戶管理存在著許多尚未被發掘的關聯性，舉例而言，Yip與Bink(2007)指出，國際關鍵客戶的架構將可使跨國企業增加資訊流通的能力，這項能力正是資訊科技的主要功用之一，儘管如此，資訊科技對國際關鍵客戶管理過程的影響卻鮮少被研究，此學術領域的鴻溝尚須大量的實證研究去填滿。因此，本研究將以資源基礎理論為立論依據，建立一概念性架構，以闡明資訊科技與國際關鍵客戶管理間的關係，再以實證研究的方式提出幾項主張。 本研究是以供應商的角度切入，探討以下三者的關係，包括供應商的資訊能力(supplier IT capabilities)、與國際關鍵客戶間的關係、以及供應商的公司績效。研究結果顯示，第一，資訊科技之基礎設備(IT infrastructure)並不足以有效地產生持續性競爭優勢，但若加上資訊科技之人力資源(human IT resources)，兩者相輔相成的情況下，隨著時間的發展，將使得此兩項資源能夠被嵌入各組織特定的商業流程以及組織文化。因此，這樣的資訊科技資源，是有價值、稀少且難以模仿的。第二，資訊科技必需用於改變較高層級的商業活動，才足以促進整個組織的績效。因為關鍵客戶在一組織之客戶結構中，佔有很有要的地位，因此資訊科技若用於改變國際關鍵客戶間的互動模式，將可以為供應商創造競爭優勢。我們發現供應商的資訊能力藉由增加以下國際關鍵客戶管理能力：(1)組織間及組織內的溝通協調(inter-organizationally and intra-organizationally coordination)能力，(2)資訊取得(information acquisition)能力，以及(3)調整活動(reconfiguration)能力，將可以提供國際關鍵客戶更好的服務。第三，我們發現當不同國籍的國際關鍵客戶間，若有著差異很大的Hofstede(1980)文化構面指數 (cultural dimensions indexes)，這些客戶對於資訊科技的態度將有所不同，也就是說，國家文化將干擾資訊能力 與國際關鍵客戶管理能力間的關係。 / Due to the proliferation of information technology (IT), real time information flow accelerates and enables the global integration and connections between companies. In addition, outsourcing has been a mega trend which drives companies trying to develop successful international relationships with their suppliers or customers. Accordingly, many companies are increasingly facing pressures from their global customers to develop better or consistent programs to serve their customers on a global basis. Global account management (GAM), which refers to the feature that dedicated cross-functional teams, specialized coordinating activities for specific accounts, and formalized structures and processes , has gained increasing attention in the extant literature. (Arnold 2001; Birkinshaw 2001; Bink 2007; Shi et al. 2010). The emergence of IT also has potential to shape the development of GAM processes. For example, Yip and Bink(2007) indicated that GAM structures allow the multinational companies to increase their information processing capacities which could be leveraged by advanced IT systems. However, despite the potential impact of IT on GAM processes, only limited work offers empirical evidence on this issue. Drawing from resource based view (RBV) (Barney 1991), this dissertation develops a conceptual framework which links the relationships between IT and GAM. In addition, using in-depth interviews with account managers in Taiwanese electronics suppliers, this dissertation develops couple of proposition in the linkages between IT, GAM and supplier performance. The results can be concluded in the following statement. First, we found that IT infrastructure is not sufficient to exploit sustained competitive advantage, but plus human IT resources, are embedded in each organizational business operating process and organizational culture over time which are deemed to be valuable, rare, and hard to imitate. IT capabilities can only enhance supplier performance when it is used effectively to leverage higher order organizational processes such as GAM capabilities and processes. This is consistent with the logical arguments of RBV. Second, supplier IT resources shape its IT capabilities; derived from this IT capabilities, they are able to provide better service to their global account by the enhancement of global account management capabilities in (1) coordination inter-organizationally or intra-organizationally, (2) information acquisition, and (3) reconfiguration. Third, the results also indicates that global accounts from the country with distinct score of Hofstede(1980)’s cultural dimensions indexes, will have a disparity impact of IT capabilities on GAM capabilities. In other words, cultural and country level factors can moderate IT capabilities on GAM capabilities.

隨著資訊與通訊科技的快速發展與廣泛應用，網際網路日益普及，使得民眾在日常生活中諸多事務越來越依靠網路，進而帶來數位化的生活模式及互動型態，近年來，社群網站、即時通訊軟體等社交平台的大量出現，使得許多民眾開始利用網路來拓展其人際關係與管理其友誼網絡。此外，過去在探討網路使用與人際互動的文獻中，鮮少針對網路使用者所處的國家文化與環境背景加以分析，然而，人類所從事的行為會受到其生存的環境脈絡與文化價值觀所影響。以此為前提，本研究的主要目的在於檢視網路使用對人際互動的影響，以及探討不同文化環境下的民眾對於起網路使用行為有何差異。 　　本研究經由文獻檢閱，整理出網路使用行為與友誼網絡發展的相關文獻，以及國家文化的相關概念與構面，包括文化差異與人際關係的關聯性、國家文化與網路使用行為的關係等理論。本研究的分析方法為次級資料分析，資料蒐集自世界網路計畫之社會調查，分析中國與美國當前網路發展與使用行為的現況與趨勢，接著利用階層邏輯迴歸分析，比較不同國家文化環境下，民眾網路使用與人際互動之關聯性。 　　整體結果顯示，網路使用動機可以分為工具性、社交性及娛樂性三種類型，其中社交性網路使用動機對於人際互動具有正向顯著相關，意即網路使用與社交網絡的興起，提供民眾更多進行互動的平台與管道，增強了人際互動的聯繫;此外，在國家文化的影響因素下，根據分析結果，發現當國家文化屬於東方文化時，其社交性網路使動機為對於人際互動會產生較強烈的影響，換言之，國家文化作為調節變相對於網路使用行為與人際互動間確實會產生不一樣的效應。 / With the rapid development of information and communication technology, people are getting more and more rely on the Internet in daily life, which contribute to the digital lifestyle and interactive patterns. In recent years, large numbers of Online Socializing Platform, such as community sites, instant messenger, etcare making people begin to use the Internet to expand their relationships and manage their friendship network. In the past, the literatures on the use of Internet and interpersonal interaction were rarely analyzed for the national culture and environmental background of Internet users. However, the behavior of human beings will be affected by the context and cultural values that they live on. In this premise, the main objective of this study is to examine the impact of Internet use on interpersonal interaction and to explore the differences in behavior between people from different cultural environment. 　The study, with literature review, has sorted out the internet using behaviors and friendship network development of the relevant literature, as well as the relevant concepts of national culture and aspect, including the relationship between cultural differences and interpersonal relationships, the relationship between national culture and internet using behaviors. The method of this study is secondary data analysis, data were collected from the survey of World Internet Project. Class-based logistic regression analysis was then proceeded to to discuss correlation between internet using behaviors and interpersonal interaction with the comparison of cultures from different countries. 　Overall results show that Internet use motivation can be divided into three types, including instrumental motivation, social motivation and entertaining motivation. While social motivation has significant positive correlation on interpersonal interaction, it means the use of the network and the rise of social networks provide people with more interactive platform and pipeline, and enhance the interpersonal interaction. Based on the analytical results, when the national culture belongs to the oriental culture, social motivation will have a stronger impact on interpersonal interaction under the influence of national culture. In other words, national culture as a moderator variable has different effects on internet using behaviors and interpersonal interaction.

高科技產品要打動消費者的心，已不能如同過去只強調其功能價值，要在激烈競爭環境中脫穎而出，無形價值更顯得重要。本研究引用Park, Jaworski and MacInnis (1986)的研究，將品牌帶給顧客的價值分為功能性、象徵性、體驗性價值。根據研究結果，在消費者心中重視的是高科技品牌的功能性與象徵性價值，因此廠商在推出高科技產品時，除產品本身功能要能具吸引力外，在行銷手法上須建立與其他品牌區隔的象徵意義，使消費者能將該產品視為自我身份象徵的徽章(badge)。另一方面，消費者在選購此項產品的涉入程度普遍都很高，而目前市面上產品功能是大同小異，廠商要能使其產品出奇制勝，同樣要以無形價值下手，以增加對消費者的吸引力。此外，本研究發現消費者購買高科技產品時，根據的並非自己的真實特性，而可能是消費者理想的自我。至於，國家文化與品牌聯想之顧客價值的關係在本研究中並不顯著。 / Nowadays, the functional value of the high-tech products is not attractive enough to the consumers. For consumers, they want more values of high-tech products, especially the intangible values. According to Park, Jaworski and MacInnis’ (1986) research, the brand value from customer's point of view could divide into the functional, symbolic and the experiential value. In this research, the consumers more care the functional and symbolic value of high-technology brands. Therefore, the merchants must emphasize on its products’ symbolic value to distinguish from the other brands, especially there is no big difference on the functional side. The customers would like to make the high-tech products as their badge. On the other hand, the consumers feel highly involvement with the high-tech products. The merchants must clothe its high-tech products with more intangible value to defeat the other brands. In addition, this research discovered the consumers might not follow their real characters but ideal self when they purchased the high-tech products. Furthermore, there is no significant relation between the national culture and the brand value in this research.

跨國購併為企業持續成長的重要策略之一，學者針對此議題亦有諸多探討， 而過去的多數研究皆著重於—企業執行跨國購併後，企業策略與國家文化對於後 續整合的影響。然而，本研究認為文化的影響自企業開啟跨國購併談判以來，便 始終存在。此外，購併談判為跨國購併之起始，其重要性不亞於購併後的整合。 因此，本研究以企業跨國購併歷程為主體，藉此探討跨國購併企業雙方之文化差 異對於整體購併行為之影響。 本研究之目的為探討企業實際購併個案研究，讓企業未來在實際執行購併策 略時，能持續思考國家文化差異之影響，並依據其購併階段之不同，而有相對的 因應方式。 本研究以次級資料作為質性研究依據，藉由廣泛地蒐集資料，撰寫成鴻海購 併夏普之跨國購併個案。透過此篇實際個案研究，發現家文化差異對於企業能否 順利進行購併談判有重大影響，並提出企業依其所屬之購併階段不同，處理相對 應需著重之文化構面，可提高企業跨國購併談判之效率及成功率。 / Cross-border mergers and acquisitions (M&A) are one of the most important strategies for sustainable growth of a company. Many scholars had various discussions on this issue. Most of researches concentrated on how corporate strategy and national culture affect the integration after cross-border M&A. However, this study suggests that cultural impacts have long existed from the very beginning of cross-border M&A negotiations. In addition, M&A negotiation is the start point of cross-border M&A. It is equally important in the integration stage after M&A. Therefore, this study focuses mainly on the process of cross-border M&A in order to explore overall influence on the cross-border M&A due to cultural differences between the enterprises. By analyzing a real M&A case, the purpose of this study is to make enterprise consider the impact of cultural difference when they are having cross-border M&A negotiation. Besides, through this study company can understand what the most important dimension of national culture is while having M&A project. This study is a qualitative research based on extensively searching secondary data of Hon-Hai and Sharp M&A. This case study found that cultural differences between nations affect -whether the enterprise can successfully carry out M&A negotiations. This study also shows that company may generate different strategies corresponding to the difference between national culture dimensions in accordance with different M&A negotiation stage. Doing so may lead to smooth and successful M&A negotiation.

文化常被認為是跨國併購失敗的重要原因，許多文化因素在研究與調查中仍屬薄弱。在本論文中，國家文化是衡量跨境併購文化差異的重點，我們使用了Hofstede 六維度來分析兩種家公司併購情況，即使聯想案例文化維度距離高於TCL案例，但聯想理解在最短時間內和解文化差異，聯想最終解決了問題並變成了利潤。研究表明，溝通是必要的，大大提高了併購的成功性，管理層在合併前，文化評估是必要決策收購的成敗的重要因素。 / The failure rate of cross-border M&As is still high and culture is often blamed for hampering performance. If substantial research has been devoted to investigating M&As performance, cultural factors remain largely unexplained. In this research, national culture is the focus to measure cultural differences in cross border M&As. we used Hofstede 5 dimensions to analyzes two cases, even though Lenovo case cultural dimension distance is higher than TCL case, but Lenovo understand reconciling cultural differences in the shortest time, Lenovo eventually solved the problems and turn into profit. The studies reveal that communication is a necessity, drastically improving the success of a merger, and a cultural assessment of both fit and potential are important factors for providing direction and guidance for necessary decision making and planning initiatives required by management throughout all stages of a merger or acquisition. The purpose of this conceptual paper is to highlight the tensions generated by national culture in cross-border M&As and Chinese enterprises want to increase the success rate of Cross-border M&As, they have to pay close attention on the cultural problems, make a good cultural assessment and manager the cultural integrating work in the cultural integrating process.

加速產業升級為我國政府近年來努力的目標，而科技人才的培育與運用，則為目標達成與否的關鍵因素，因此在歷次全國科技會議中，均將科技人才的培育、延攬與運用列入重要議題。由於近幾年海外學人在技術引進上扮演了相當重要的角色，因此今後應更積極延攬海外科技人才，以彌補國內人才供應不足的現象。雖然政府有相關延攬人才的方案，但是卻沒有進一步的研究來探討這些人才回國後的適應狀況、工作績效等，如此是否政府的相關延攬措施對國內的產業發展帶來了效益，除了承辦人員累積的經驗感受外，似乎無實證的研究瞭解。因此本研究目的在於探討海外高級科技人才返國工作動機以及返國後之適應狀況，並進一步探討影響海外高級科技人才適應的決定因素以及適應與組織承諾間的影響關係。 　　本研究之研究對象係指財團法人工業技術研究院之返國海外高級科技人才，具有博士學位海外工作經驗3年以上；具有碩士學位海外工作經驗4年以上；學士學位海外工作經驗5年以上三者之一，對國內技術提昇、產業發展有所貢獻的人才。 　　本研究透過問卷調查方式，獲得工研院之人力資源經理研究支持協助下，共計取得有效問卷45份，主要運用典型相關分析來檢定本研究假設，並進一步針對變項間的關係，運用迴歸分析、Pearson相關統計檢定結果以為參考。而為彌補研究樣本規模之限制，並進一步進行個案訪談分析作為研究結果之輔證，共計有效訪談個案6位。 　　本研究獲得以下數點結論： 　　一、人才返國工作之動機多受前程發展動機與歸屬感動機之影響而回國。 　　二、從人才返國後的整體適應狀況在平均值之表現上來看，顯示人才之適應狀況良好。 　　三、人才之返國工作動機會影響人才之適應狀況，且人才越是持前程發展動機回國者，其在工作適應與生活適應的表現上較佳。從個案訪談本研究發現人才之動機是否明確將會影響適應狀況。 　　四、本研究無法驗證海外高級科技人才之文化傾向與適應狀況之影響關連，但本研究推論文化差異對人才適應狀況之影響在於人才對於文化差異的認知程度與調適情形。 　　五、家庭支持程度會對人才之適應狀況造成影響，但本研究亦進一步推論，若海外高級科技人才在其決定返國時的人生順序上，是將個人的工作生涯在人生中擺在相當重要的位置上，甚至是超過家人的順序，若是如此，則家人的支持程度對於人才的適應狀況影響程度將會較弱。 　　六、人才對於組織所提供支援之滿意程度會影響人才之適應狀況，且組織提供支援的方向以有利於人才工作發揮的支援對於人才之整體適應較有幫助。 　　七、人才對於組織承諾之平均值表現呈中度傾向；且組織承諾與適應狀況間呈顯著正相關，人才之適應狀況會影響人才之組織承諾。本研究從個案訪談中發現個案之組織承諾與個案對工研院的需求相關，如個案返國是以尋求創業機會為主要目的，則工研院的工作環境對他們而言會是一個跳板因而對於工研院的組織承諾將會較低。