本研究旨在解釋來自新興市場之中小型製造商如何藉由發展國際化的品牌能力，擺脫小型劣勢、外來者劣勢、局外人劣勢，而成功進行國際化。本研究為第一個研究新興市場之中小型製造商從代工轉品牌進入國際化之研究先鋒。本研究為量化實證研究，蒐集487筆中小型品牌商之資料。研究發現，國際化的品牌能力正向影響國際市場經營績效。此外，企業專屬與國家專屬優勢能被有效槓桿，助益新興市場中小型品牌製造商發展國際化的品牌能力。此外，體制環境有調節國際化的品牌能力的效應。在理論上，本研究貢獻為提出並實證驗證：國際化的品牌能力反應出企業的資源重組與調和能力，有助企業克服局外人劣勢、外來者劣勢、小型企業劣勢，為新興市場之中小型製造商國際化之必備能力。在實務上，本研究提供新興市場之中小型製造商的企業主與高階經理人一個明確的發展國際化的品牌能力之策略路徑：善用並槓桿企業專屬與國家專屬優勢，以利發展國際化的品牌能力，有助於企業成功進入國際市場。

This research aims to explain how latecomer industrial small and medium-sized enterprises (SMEs) can internationalize by developing branding capability in the industrial upgrade of manufacturing, overcoming liabilities of smallness, foreignness, and outsidership, for more successful international expansion. This research pioneers study of emerging-market industrial SME internationalization in distinguishing industrial brand marketers (Original-Brand-Manufacturing) from non-brand marketers (Original-Equipment-Manufacturing), and combines branding in the form of latecomer industrial SME internationalization – a unique investigation on important topics that have been little studied in international marketing.
Our approach features a confirmatory research via a sample of 487 sets of data. Our findings show that branding capability positively influenced international performance. Firm-specific and country-specific advantages could be leveraged to benefit the development of branding capability. Competitive environments of foreign target markets moderated the branding capability effect.
As a theoretical extension, branding capability reflects the resource recombination and orchestration activities that are necessary for international expansion of latecomer industrial SMEs (OEM-OBM upgrade), and precisely manifests the process of overcoming liabilities of smallness, foreignness, and outsidership, that are largely derived from resource-constraint limitations.
This study offers a clear managerial tool for senior managers of latecomer industrial SMEs, suggesting a strategic path for brands from emerging markets to capitalize on country-specific as well as firm-specific advantages for strategic gain, i.e., the development of branding capability for international expansion.

論文審定書 i
誌謝 ii
摘要 iii
ABSTRACT iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究動機 1
第二節 研究背景 4
第三節 研究目的 14
第四節 研究貢獻 16
第二章 文獻探討與理論依據 18
第一節 新興市場品牌中小企業的國際化劣勢 18
第二節 產業層級影響因素－台灣產業群聚 26
第三節 國際創業導向 29
第四節 資源基礎觀點 36
第五節 動態能力 40
第六節 社會資本與網絡資源 44
第七節 組織吸收能力 48
第八節 國際化的品牌能力 51
第九節 體制環境 58
第三章 研究模型與假設 61
第一節 國際化的品牌能力和國際市場經營績效 64
第二節 國際創業導向和國際化的品牌能力 65
第三節 社會資本與網絡資源和國際化的品牌能力 67
第四節 組織吸收能力和國際化的品牌能力 69
第五節 產業群聚與國際化的品牌能力 71
第六節 體制環境之調節作用 74
第四章 研究設計 77
第一節 資料蒐集 77
第二節 樣本資料描述 79
第五章 研究分析與結果 84
第一節 信度和效度 84
第二節 假說檢定 85
第六章 研究結論與建議 93
第一節 理論意涵 94
第二節 實務意涵 97
第三節 研究限制與未來研究建議 99
參考文獻 100

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