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標題: The Relationship between International Multimarket Contact and Competitive Aggressiveness - The Moderating Roles of Intergroup Competition and Intragroup Competition
國際多重市場接觸與競爭積極性— 以群組間競爭、群組內競爭為干擾變數
作者: 陳彥安
Chen, Yan-An
關鍵字: multimarket contactmultimarket contact
AMC perspective
competitive aggressiveness
inter-group competition
intra-group competition
出版社: 企業管理學系所
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摘要: Multimarket competition mainly focuses on “mutual forbearance hypothesis”. However, prior studies did not examine this hypothesis from perspectives of group-level and individual-level. Therefore, this study applies cluster analysis to capture competitive behavior among groups, and the relationship between multimarket contact and competitive aggressiveness. In addition, this study introduces multi-market theory to the field of international business, and further explores competitive interactions among international firms from the perspective of AMC (awareness-motivation-capability). The data of this study are surveyed from top 21 firms of global container shipping industry from 2003 to 2010 in quarterly timeframe, which are reached from Cyber Shipping Guide (CSG). This study employs “structured content analysis” method to construct a competitive action database of top 21 shipping firms. After careful process of news identification and discussion, 24 types of competitive action are identified with total 6,459 actions undertaken by top 20 shipping firms during 2003 to 2010. Finally, hierarchical regression analysis is applied to carry on statistical analysis. This study explores the relationship between multimarket contact (MMC) and competitive aggressiveness, also how inter-group competition and intra-group competition moderate the relationship between multimarket contact and competitive aggressiveness. The empirical finding shows: (1) the focal firm with higher degree of MMC will incur higher competitive aggressiveness; (2) the higher inter-group competition that the focal firm faces, the less will be the positive relationship between MMC and competitive aggressiveness; (3) the higher intra-group competition the focal firm faces, the less will be the positive relationship between MMC and competitive aggressiveness.
多重市場競爭研究主要聚焦於「相互容忍假說」,然而過去研究並未同時以群體層次角度和個體層次角度來探討相互容忍假說。因此,本研究將產業中的廠商加以分群,細緻探討群體間的競爭行為對於個別廠商競爭行為的影響,並以群組間競爭及群組內競爭兩個變數來干擾多重市場接觸與競爭積極性之關係,以期更深入了解形成相互容忍之原因。此外,本研究將多重市場理論引入國際企業領域,並進一步以察覺、動機及能力觀點 (awareness-motivation-capability,AMC)細緻探討國際廠商之間的競爭互動情形。 本研究以全球定期貨櫃海運業前21大廠商為研究對象,研究期間由2003至2010年底,共8年間的資料。本研究自日本Cyber Shipping Guide海運新聞資料庫擷取與前21大海運公司相關新聞,並以結構內容分析法(structured content method)建立海運業21大廠商競爭行動資料庫。經過嚴謹的討論與辨識新聞,本研究整理出24種競爭行動類型,以及一共6,459筆海運業21大航商於2003-2010年間所採取之行動。最後,本研究應用階層迴歸分析方法,分析本研究變數間關係。 本研究探討多重市場接觸程度與競爭積極性之間的關係,以群組間競爭和群組內競爭作為干擾變數,瞭解群組間競爭和群組內競爭如何干擾多重市場接觸程度與競爭積極性的關係。實證結果發現:(1)多國企業之多重市場接觸程度越高,其跨國競爭積極性的程度越高;(2)群組間的競爭強度會弱化多重市場接觸與競爭積極性的正向關係;(3) 群組內的競爭強度會弱化多重市場接觸與競爭積極性的正向關係。
其他識別: U0005-2806201112455500
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