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the factors of entry strategies influence international AD companies- the study of Taiwan market

Researchers have been addressing on entry strategies, most of them are foreign researchers conducted researches on multinational firms, especially firms entering developed European countries or USA. Domestic researches mainly focused on firms entering PRC market, literally few studies have been found served Taiwan as the market being entered. Since Taiwan released the limit on foreigner share holding proportions in 1984, international advertisement firms gradually entered Taiwan. In the score years, Taiwan¡¦s advertisement market have been totally owned by foreign firms, thus Taiwanese advertisement firms need a method to break through. Given southeastern Asia markets are emerging, for Taiwanese advertisement firms, they pose as a market to be invested. Thus this thesis analyzed the entry mode of international advertising firms in order to serve as a reference to Taiwanese advertisement firms.
This research served the period between establishment and entering Taiwan, cultural differences, five years average growth rate of GDP per capita, five years average growth rate of FDI in origin country, year 1984 and the changes in the number of competitors as the independent variables, and ownership or not as the dependent variable, applied logistic regression models in testing the relation between the selected variables. Outcomes indicate that cultural differences factor and five years average growth rate of GDP per capita factor bear significant factor loading while the other yielded insignificant results.
Emerging countries in Asia ¡V e.g. Vietnam and Thailand ¡V possess close culture characteristics with Taiwan. Thus if advertisement firms are willing to invest in these markets, it is suggested to enter with ownership ¡V especially when the underlying countries¡¦ GDP growth rates are high.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0730108-154608
Date30 July 2008
CreatorsTsao, Yung-chieh
ContributorsPei-how Huang, Cher-Min Fong, Cher-Hung Tseng
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730108-154608
Rightscampus_withheld, Copyright information available at source archive

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