A Study on the Relationship of the Performance and the Types of StrategicAlliances of Taiwan Businesses in China

• Main Authors: Chi-Ming Wang, 王治民
• Other Authors: Koong-Lian Kao
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/73769089553375859053

碩士 === 中原大學 === 企業管理研究所 === 92 === Abstract The purpose of this study is to investigate the relationship of the strategic alliances type and the performance in the Taiwanese Optical Disc Drive（ODD） industry . This kind of research usually study how do the variable which include the alliance type, the alliance motive, the alliance partner selection and the alliance management practices take influence in the alliance performance. This study in view of the ODD product in science and technology characteristic, specially add the product life cycle as a variable, and analyzes its influence. At present Taiwan have ten ODD corporations in Taiwan stocks market, but six which include Liteon、BenQ、BTC、Aopen、Asus、and Ultima that products sales volume occupy 80 ﹪of all in Taiwan, therefore This study selected the representative six business as research objects. This paper adopt case study method, after in-depth interview ,to collect the reference papers and case study ,then develops the correlation propositions as follows: 1. In the product life cycle，when it on development stage, the strategic alliances types generally adopt the research and development alliance for to be best; When it on growth stage, the alliances types generally adopt the production or the marketing alliance for to be best; When it on maturity stage, the alliances types generally adopt the joint venture alliance for to be best. 2. In the alliance partner selection ,if the strategic alliance motive is to obtains the economies of scale, introduces the new fund, the alliance partner selection lies in each other to have the experience of cooperation; The motive is to obtains develops new technical, increase market share, the alliance partner selection lies in each other to have the complementary skills ; The motive is to obtains the essential technology, the specialized labor division, the alliance partner selection lies in each other to have the culture of cooperation. 3. In the alliance type ,in the joint venture type alliance, the alliance partner selection focus on both sides cooperation experience; In the research & development type alliance, focus on each other resources complementary skills; In the production type alliance, focus on the compatibility of each other cooperation culture; In the marketing type alliance, focus on the compatible market goal for each other. 4. In the alliance management practice, the goal of choosing alliance partner is to strives the complementary skills, the management practice mainly considers the factor is that they plan for the long-term strategic goal; The goal is to strives for the cooperative culture, mainly considers the factor is the communication and the trust for the alliance both sides; The goal is to strives the compatible goal, mainly considers the factor is the alliance control . 5. In the alliance performance ,the management practices in the joint venture type alliance , the level of strategic plan is higher, the satisfaction degree of subjective performance is medium, the objective performance is the best; In research & development alliance, the level of both sides communicate is higher, the subjective performance is the best, but the objective performance is lower; In the production alliance, the alliance control is low, and make the satisfaction degree of alliance overall performances to drop; In marketing alliance, the mutual trust for both side is lower, and make the satisfaction degree of alliance subjective performance obvious to be low.