| Summary: | 碩士 === 國立暨南國際大學 === 兩岸高階主管經營管理境外碩士在職學位學程 === 106 === German enterprises consider operation and heritage to be very important, without hesitation in spending on the education and training of employees. Well-trained employees would make the company’s products and services more appealing and convincing, which result in superior business performance. In recent years, Germany’s innovative products and management has gained recognition over the world, especially for the so-called hidden champions of industries. The Asian market grows dramatically so that German enterprises can hardly ignore. As a matter of fact, Taiwan is Germany’s fifth largest trade partner in Asia. Not only is there a need to expand into the local market, but Taiwan is also a springboard to expand future business operations in Asia market. In this study, in the machinery and service industry, it is found that German enterpriser’s market entry strategy into Taiwan is frequently based on joint ventures, or mergers and acquisitions, while beginning their businesses with the assistance of local agents. This study is mainly focused on exploring the reasons antecedents to the success of German enterprises in Taiwan. The results show that German companies entered into Taiwan place great emphasis on: 1) market’s profitability, 2) manufacturing and machinery industries with industry clusters, 3) options between import or export, 4) the opportunity as a springboard to the greater Chinese market, 5) accessibility and acceptance of foreign products, and 6) comparatively easier communications than other countries. In addition, Taiwan has a similar economic structure as Germany, and both are innovation-oriented countries. Therefore, the management and business strategies that enable German companies successfully enter into Taiwan are exactly what we can learn from. This study can serve as a reference for Taiwanese companies on investing and expanding operations abroad. Hopefully, in the future Taiwan will be able to match the ability of German enterprises and market Taiwanese products all around the world in an better way.
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