會議論文
| 學年 | 105 |
|---|---|
| 學期 | 1 |
| 發表日期 | 2016-10-10 |
| 作品名稱 | Competitive Advantage of Smallness: Niche Marketing Strategies of a Micro-multinational Brand |
| 作品名稱（其他語言） | |
| 著者 | 文馨瑩 |
| 作品所屬單位 | |
| 出版者 | |
| 會議名稱 | The 2016 SMS Special Conference in Hong Kong: Contextualizing Strategic Management in Asia: Institutions, Innovation and Internationalization |
| 會議地點 | Hong Kong |
| 摘要 | How does a micro-multinational brand develop its competitive advantage by staying as small as possible? Contrasting to the mainstream economies of scale and the theory of the growth of the firm, we attempt to portray an alternative competitive advantage of smallness, particularly for born global firms in emerging economies. To explore such emerging dynamics of smallness advantage, we compared the internationalization processes and marketing strategies of six competitors in the earphones industry. Our multiple case-study found that Chord & Major, a micro-multinational brand in Taiwan has leveraged niche-marketing and alliance strategies in its internationalization path to overcome its resource constraints. |
| 關鍵字 | |
| 語言 | en |
| 收錄於 | |
| 會議性質 | 國內 |
| 校內研討會地點 | 無 |
| 研討會時間 | 20161010~20161012 |
| 通訊作者 | |
| 國別 | HKG |
| 公開徵稿 | |
| 出版型式 | |
| 出處 | The Program Proceeding of 2016 SMS Special Conference in Hong Kong |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/109653 ) |