臺大管理論叢 NTU Management Review VOL.29 NO.3

incumbent's informative advertising would benefit both manufacturers if the former party adopts an efficient targeting medium. Besides the article pertaining to marketing management, we publish two articles in the field of strategic management (SM). The first one by Chen examines both financial and internationalization variables under a small-world network structure of business groups. With the perspective of network analysis, he first clarifies the effects of small-world network structures on the financial performance of groups and their core firms, and then he digs into the internationalization performance of groups and its mediating role between small-world networks and group financial performance. Moreover, he probes the influences that group and cross-level nested dimensions may have on financial and internationalization performance. With longitudinal business-group data in Taiwan from the BGT directory spanning the years between 2009 and 2013, the research reveals that the relationship between small-world networks and the financial performance of groups is U-shaped. The result also indicates that an inverted U-shaped relationship characterizes the interactions between the small-world networks and the nested core firms of groups. However, the author finds that small-world network structures do not affect the internationalization performance of groups. The second article in the field of SM is by Liu, Huang, and Hsiao, who address the issue regarding the use of the lock-in effect to form a strategic model for value creation in online business. To explore this issue, the paper delves into the interaction model between bees and flowers to highlight and explain six factors of the lock-in effect in online business: cost switching, network externalities, brand image, online service system, buyers' value perceptions, and core resources. This study finds that flowers use a series of strategies to facilitate the lock-in effect of bees for reproduction. Conversely, bees perform the honey dance and information sharing to lead other bees to collect nectar from specific flowers. The authors observe that the interaction between flowers and bees is similar to that of an online business and its customers. Based on this observation, an integrated and systematic analysis of creating the lock-in effect through such process—supporting, attracting, addicting, and