本論文旨在研究新興市場公司之專業經理人聘任策略。以消費者對繼任經理人的評價當作預測變項，來了解消費者如何看待來自已開發國家和來自開發中國家的經理人，藉此能更貼近市場，研究專業經理人聘任之策略。

本文以外溢理論為主軸，探討聘請來自已開發國家的優質、一線品牌形象的公司的專業經理人，以提升新興市場的公司其企業能力及消費者對其品牌的評價。研究方法採實驗法。本論文進行三次實驗，以聘請CEO(chief executive officer)/CTO(chief technology officer) 為情境，期測出外溢效果之存在與強度。結果顯示，新興市場公司的品牌評價確實提升，此乃因為消費者感知到，並且相信企業能力可被提升。另外，實證結果顯出外溢強度會因專業經理人的原服務公司的品牌形象強勢與否而異。從已開發國家的公司聘任專業經理人會誘發消費者重新評價新興市場公司之企業能力和品牌評價。在新興市場中，經理人的聘任不僅對公司績效有直接的貢獻，本質上，聘任經理人之決策即可被視為是一種公司的行銷策略。最後，本論文之研究橫跨策略和消費者雙領域，以消費者對繼任經理人的評價做為預測變項，是一篇貼近市場實務的學術研究。

The purpose of this paper is to investigate an executive selection strategy of an emerging-market (EM) company. Consumer attitude toward an executive appointment is the predictor of this research paper. The ways consumers evaluate executives from a developed-country (DC) company and an EM incumbent reflect expectations of markets and consumers.
This paper broadens spillover literature by examining corporate capabilities and consumer perceived brand evaluations of an EM company when recruiting an executive from a DC incumbent with a superior brand image. Experiment design is conducted. I administered three experiments to test the presence and strength of spillover effects in chief executive officer (CEO)/ chief technology officer (CTO) appointment scenarios. Results show that an EM company’s brand evaluation is boosted because consumers perceive and believe that corporate capabilities are strengthened, and that spillover strength varies in accordance with the brand image of a DC company. An executive selection from a DC incumbent can trigger consumer reevaluation regarding the corporate capabilities and brand evaluation of an EM company. In emerging markets, such selection decisions not only contribute to firm performance, but also serve as marketing promotion strategies. Finally, we examined outsider executive selection from fields of strategy and consumer perspectives. Consumer attitudes to executive appointments as a performance indicator indeed corresponds to the reality of markets.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 外溢效果 4
第二節 可及性－診斷力模式觀點 6
第三節 研究假設 7
第三章 方法論 15
第一節 前導研究 15
第二節 實驗一 17
第三節 實驗二 20
第四節 實驗三 21
第四章 實證結果 23
第一節 實驗一 23
第二節 實驗二 27
第三節 實驗三 30
第五章 結論 32
第一節 理論意涵 32
第二節 管理意涵 34
第三節 研究限制與未來之研究建議 35
參考文獻 36
附錄一 44
附錄二 45
附錄三：題項及效度衡量結果 46

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