国际化竞争优势.ppt

國際化競爭優勢 義守大學企管系B班 策略管理 Lecture 9 2009.11.25 大綱 Define the International Strategies Distinguish the Possible Motivations for FDI and MNC Describe the Diamond Model International Corporate level Strategy Discussions Definition of International Strategy A strategy through which the firm sells its goods or services outside its domestic market 如何執行活動？是否涉及生產行為？ 找國外代理商、授權製造、特許加盟、設分公司（獨資或是合資） International markets yield potential new opportunities A possible way for extending a product’s life cycle A opportunity for developing the globally branded product International Opportunities(1) Increased Market Size Extending the Product life cycle Access the large potential market Lower the risk for RD investment Lower the risk for Marketing investment Similar demand derived from industrialization 規模愈大，除了可降低成本的意涵外，還代表可執行差異化的能耐與資源 Whirlpool in India The Importance of China Market Example of Coca-Cola and Pepsi International Opportunities (2) Return on Investment Large market is crucial for earning a return on investment ( RD intensive industries or Marketing intensive industries) Increasing the development pace for new technology (Auto industry) Recoup the new-product development cost by internationalization (Computer Hardware) Generate the above-average returns on investment (McDonald, KFC) International Opportunities (3) Economies of Scale and Learning Technology Driving forces for lower cost Product standardization Similar product facilities Large size is positively related with slack resource Exploit the core competencies through resource and knowledge sharing Pursuit synergy Provide new learning opportunity International Opportunities (4) Advantage in Location Lower the basic costs of the goods or service they provide Access to lower-cost labor, energy or other natural resources Access to critical suppliers and customers 地點優勢不只是來自於具有低成本的勞工或生產，還可能因為靠近市場、具有整合資源效益、具有附加價值… Example of Hong Kong, Hungary, New York… 台灣電子廠商的海外佈局 在台外商 FDI and MNC Foreign Direct Investment 針對單一國