首頁 / 雜誌 / 產業與管理論壇 / 202106 (23:2期) / 新興市場進口代理商之挑戰與策略——以恆隆行代理Dyson品牌為例
中文篇名

新興市場進口代理商之挑戰與策略——以恆隆行代理Dyson品牌為例

英文篇名

Strategic Dilemma of Import Agents in Emerging Markets: The Case of Dyson in Taiwan

作者

闕翌戎許福添梁晉嘉連勇智

中文摘要

學術文獻研究指出,跨國代理模式建立之目的在於幫助國際品牌商克服外來者劣勢,與當地代理商合作為效益較大且風險與成本較小的海外市場進入模式。然而,從實務操作角度來看,代理商必須承擔代理風險與不確定性。許多跨國代理模式的實例僅有短期成功,有其缺陷與困境,與文獻理論仍存在著許多差距。本研究的問題在於:品牌進口代理商如何在維持成長效益與避免失去代理權風險之間權衡,以提高生存空間、化解危機?為此,本研究將以恆隆行代理Dyson品牌為例,藉由品牌商考量預估市場成長性與後續投入成本的動態資源依賴矩陣,探討新興市場進口代理商面臨「去中間化」之挑戰與策略。研究結果顯示,對外強化在地連結與對內提升企業能量將有助於進口代理商延續國際品牌代理關係。

英文摘要

Theoretically, collaborating with a local agent enables an international business to cope with the liability of foreignness when entering an emerging market. However, in practice, many cases show that the collaboration can be terminated soon after the international business successfully entering the emerging market, which causes significant loss to the local agent. By the case of Dyson in Taiwan, this study explores the strategic dilemma of emerging market firm as the local agent of international business. By the analyses on the transformation of resource dependence between Dyson and its local agent, we reveal the tendency of Dyson to conduct direct operation in Taiwan, without the agent. Under the circumstance, we suggest the local agent to reinforce the dependence of Dyson on its resources so as retaining the agency relationship.

關鍵詞

去中間化代理商國際企業動態資源依賴專屬性投資disintermediationimport agentsinternational businessdynamic resource dependencerelationship-specific investments

刊名

產業與管理論壇

期數

202106 (23:2期)

起訖頁

004-032

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342021062302001  複製DOI   DOI查詢

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