國際化為企業帶來許多機會，但是對於來自新興市場的中小企業來說，因為較晚進入海外市場，加上來源國的身份，所歷經國際化所需負擔的成本與風險額外繁重，其中尤以外來者劣勢最難克服。近二十年來，鑑於價格優勢不再，許多新興市場的中小企業不得不轉型，由代工廠轉型成為自有品牌商，並且紛紛進入國際市場。這些企業深知價格優勢並非企業長存之計，惟有品牌才能大幅提升企業的有形、無形價值，並且能夠讓企業永續經營。因此，如何培養企業的品牌能力，以利拓展國際版圖，成為這些企業的當務之急。本研究以實證研究方式，探討來自新興市場的中小型品牌企業如何建構國際品牌能力。本研究提出幾個與建構品牌能力相關的關鍵組織文化及能力，包括創業導向(文化)、社群媒體能力、市場知識能力，並探索這些關鍵組織能力與品牌能力之間的關係，以及其對企業經營國際市場績效的影響。

Entering the international arena, small and medium-sized firms from emerging economies suffer from the liabilities of smallness, foreignness, and particularly outsidership. Nevertheless, transitioning from the original equipment manufacturing mode to the original brand manufacturing mode, these late-entrant brand marketers from emerging economies are striving for success in international markets. To date, it is largely unknown how emerging-economy smaller firms develop branding competency, and how they may benefit from branding competency when undertaking internationalization. This research thus aims to empirically examine how resource-constrained small and medium-sized brand marketers from emerging markets can internationalize by leveraging branding-related capabilities. This research highlights specific capabilities that support the firm’s branding capability, and ultimately international performance. The author points to entrepreneurial orientation, social media capability, and market knowledge capability as crucial antecedents for building branding capability. The conceptualization and theoretical connotations of these constructs, as well as the predicted relationships among them are investigated in-depth.

Table of Content
Dissertation Validation Letter i
Acknowledgements ii
摘要 iii
Abstract iv
Chapter 1: Research Overview 1
1.1 Introduction 1
1.2 Definition 6
1.2.1 Small and Medium-sized Enterprises (SMEs) 6
1.2.2 Original Equipment Manufacturing (OEM) and Own Brand Manufacturing (OBM) 7
1.3 Internationalization of Emerging-market Firms 8
1.4 Internationalization of Emerging-market Small and Medium-sized Brand Marketers 11
1.4.1 Transition from Original Equipment Manufacturing to Own Brand Manufacturing for International Business 11
1.4.2 A Typical Case of the Industrial Development Path: Taiwan 13
1.4.3 The Missing Puzzle of Branding Competency of Emerging-market Small and Medium-sized Brand Marketers in Global Competition 14
1.4.4 The Role of Branding in Emerging-market Small and Medium-sized Brand Marketers’ International Performance 15
1.5 Research Purpose 18
1.6 Research Question 20
1.7 Significance of the Study 22
Chapter 2: Literature Review 28
2.1 Liabilities for the Internationalization of Emerging-market Small and Medium-sized Enterprises 28
2.1.1 Liability of Foreignness 30
2.1.2 Liability of Smallness 36
2.1.3 Liability of Outsidership 38
2.2 The Capabilities View 42
2.3 The Conceptual Framework 51
2.3.1 A Causal Chain: Orientation Capability Performance 51
2.3.2 The Causal Chain: Entrepreneurial Orientation Branding Capability International Performance 53
2.4 The Constructs 55
2.4.1 Descriptions of Key Capabilities and Relationships 55
2.4.2 Theoretical Foundation of the Constructs 58
2.4.2.1 Entrepreneurial Orientation 58
2.4.2.2 Social Media Capability 65
2.4.2.3 Market Knowledge Capability 74
2.4.2.4 Branding Capability 81
Chapter 3: Model and Hypotheses 85
3.1 The Proposed Research Model 85
3.2 Hypothesis Development 94
3.2.1 Entrepreneurial Orientation and Social Media Capability 94
3.2.2 Entrepreneurial Orientation and Branding Capability 96
3.2.3 Entrepreneurial Orientation and Market Knowledge Capability 98
3.2.4 Social Media Capability and Branding Capability 101
3.2.5 Market Knowledge Capability and Branding Capability 106
3.2.6 Branding Capability and International Performance 109
Chapter 4: Research Design / Method 112
4.1 Overall Design 112
4.2 Sampling Frame 112
4.3 Questionnaire 118
4.4 Measures 118
Chapter 5: Analyses and Findings 120
5.1 Analytical Approach 120
5.2 Data Quality 121
5.2.1 Construct Reliability and Validity 121
5.2.2 Common Methods Bias (CMB) 126
5.3 Findings of the Research Model 126
5.4 Additional Findings of Mediating Effects 130
5.5 Robustness Tests 132
5.6 Discussion 137
Chapter 6: Conclusion and Implications 139
6.1 Conclusion 139
6.2 Theoretical Implications 141
6.3 Managerial Implications 145
6.4 Limitations and Directions for Future Research 147
References 149

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