| 英文摘要 |
The purpose of this study is to investigate the influences of firm characteristics and host country characteristics on the degree of standardization (DOS) as well as international marketing performance, and the influences of fit between DOS and firm characteristics as well as host country characteristics on international marketing performance. The sampling frame are the members of BIPA, the award receivers of the first to the sixth “It’s very well made in Taiwan” mark, and the firms creating own brand reported by media, totally 418 firms. Data are collected by mail surveys to all these firms, and the unit of analysis is the major(the biggest foreign sales amount market) foreign product-market venture. 77 useful samples data were collected.
Results of the study show that the relationship between foreign market orientation and DOS is moderated by host country’s macro economic scale and macro environment similarity. Foreign sales ratio has negative influence on the degree of advertising standardization. The image of country-of-origin has positive influence on the degree of product positioning and place standardization. Host country’s macro environment similarity has positive influence on the degree of advertising standardization. And the major factors influencing international marketing performance are foreign market orientation, the number of host countries, subjective international marketing experience, and the interaction of host country’s macro environment similarity and the degree of product standardization, all have positive influences. |
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