The Key of Global Market Expansion: Case Studies of Taiwanese Creative Industry

• Main Authors: Hui-Yun Tsao, 曹慧筠
• Other Authors: Huey-Pyng Shyu
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/49829977792803908908

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 101 === This study aimed to the key factors in the event of global market expansion, and focused on creative industries in Taiwan. The method of grounded theory was adopted with three case studies conducted mainly by semi-structured interviews. There are other methods used to collect secondary data, such as filed observation and collecting archival materials. Three case studies were analyzed separately, then generated some concepts in common. The model of global market expansion is contributed from three dimensions: design, production and marketing. Three elements are correlated with each other and cycle to produce the power of launching private brand into global market. The discussion of nation branding in relation with creative industries in Taiwan has taken place. Government policy can be the accelerator to nation branding which establishes the image of a country, based on its culture. In some cases, nation branding could benefit certain products or industries in a country.