Organizational learning and the construction of international marketing capability - take Taiwanese physical fitness equipment firms for example.

• Main Authors: JomeiHung, 洪若眉
• Other Authors: 李明煌
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/13281693395148666819

碩士 === 東海大學 === 國際貿易學系 === 94 === The manufacturing companies of physical fitness equipment in Taiwan usually focused on OEM and ODM types of business models in the past. That helps these companies not only learning and accumulating the abilities to manufacture and design products, but also upgrading the operation and marketing relative abilities and knowledge. On the contrary, they have to face the potential threat of the order switched by OEM buyers and diminished profits, even drastic price competition. While big names have the grater power of choosing partners, the manufacturing firms in Taiwan are always in the passive position. More than that, the manufacturing competitive advantage owned by Taiwan is transferring to China now. Thus, besides ongoing expanding scope of productivity, product diversification, innovation in R&D or global positioning to lower cost and risk, physical fitness equipment companies in Taiwan should reach to the high value added lower end of the value chain. This study tries to discover how these Taiwanese physical fitness equipment manufacturing firms acquiring international marketing know in the basis of organizational learning. By the procedure of acquisition, processing, storage and usage, firms can enhance their international marketing capabilities and turn out to be greater profit obtained through these competitive advantage they established. The findings show that the management of international marketing includes the procedure of acquisition, processing, storage and usage, and then further helps these firms in their 4Ps (Product, price, place, and promotion) in overseas markets. The physical fitness equipment manufacturing companies of Taiwan that without the capabilities to lower cost, facing diminished profits situation and the organizational learning progress is seriously lagging behind to the big ones are not recommended to over invest in enhancing marketing capabilities in this oligopoly market.