THE COMPARISON OF GLOBALIZATION AND LOCALIZATION OF NEW PRODUCT MARKETING STRATEGIES OF MULTINATIONAL PHARMACEUTICAL COMPANIES IN TAIWAN

• Main Authors: LEE, JEN-WEN, 李仁文
• Other Authors: 蘇婉如
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/27547367366223926055

碩士 === 元智大學 === 管理研究所 === 91 === Whether multinational corporations should globalize or localize their operations has become a controversial issue for the practitioners as well as academic scholars of international business. As many multinational firms tend to move toward globalizing their management system and business practice, the top management still have to contend with the issue of whether they should centralize or decentralized the decision making power regarding marketing strategies in local markets. While the headquarters try to figure out how the company may best benefit from delegating some of the marketing decisions to local subsidiaries, the subsidiaries in their close contact with local customers may try to retain the decision-making power on some components of their marketing strategies so that they could better accommodate the specific needs of local markets. As a result, a very interesting relationship is developed between headquarters and subsidiaries in this tug of war for power. This research intends to address the relationship dynamics between the headquarters and the local subsidiaries by making the comparison among multinational pharmaceutical companies in Taiwan with respect to their globalization and localization of new product marketing strategies. This study involves product managers from U.S., European and Japanese companies in Taiwan. A questionnaire is developed to collect empirical data along 25 major decisions involved in seven major aspects of new product marketing strategies. According to the results of this study, there is a significant trend of globalization in clinical trials and marketing planning among all firms, significant differences still exist among these firms. The U.S. firms demonstrate a high degree of globalization overall, and have scored particularly high in clinical trials, objective management and marketing planning. The European firms show a higher degree of globalization in clinical trials, hospital channel management and marketing planning, but a significant degree of localization in subsidiary channel management and personnel training. The Japanese firms show a high degree of globalization in clinical trial, but tend to be more localization in follow-up of clinical trials and price strategies. Follow-up interviews are conducted with product managers and shed further insights into the findings. Research limitations and future research directions are also addressed.