臺大管理論叢 NTU Management Review VOL.30 NO.3

1 DOI:10.6226/NTUMR.202012_30(3).0001 NTU Management Review Vol. 30 No. 3 Dec. 2020, 1-44 領域主編：連勇智教授 Abstract Past studies on the internationalization process of an enterprise point out that an enterprise has to rely on the resources and information of its partners to promote internationalization. Under the New Southbound Policy, the Taiwanese government may provide resources and information needed for internationalization and integrate the strength of a variety of partners to assist enterprises in expanding their markets to Southeast Asia. However, few studies have tackled this issue. Furthermore, the Taiwanese enterprises may benefit from the practical suggestions by the academics regarding the practical decree of New Southbound Policy. Therefore, based on the Awareness-motivation-capability (AMC) perspective from competitive dynamics and the Network Relationship View, this study investigates the internationalization process of seven food service providers by the case study method. We find that it adds significantly to these Southbound companies to adopt market orientation approach to obtain customers and competitors’ information of the targeted markets. The companies also better enter the markets by building strategic alliance or finding local partners. Our findings may serve as a reference to Taiwanese food service companies when considering expanding service locations in Southeastern Asian countries. 【 Keywords 】 internationalization process, competitive dynamics research, Awareness- motivation-capability, New Southbound Policy, food service industry Yan Xu , College of Management, National Kaohsiung University of Science and Technology 許艷 / 國立高雄科技大學第一校區管理學院 Yao-Ping Peng , School of Management, Xi An University of Architecture and Technology 彭耀平 / 西安建築科技大學管理學院 Tzy-Wen Tang , Department of Business Administration, National Chung Hsing University 唐資文 / 國立中興大學企業管理學系 Tien-Chiang Teng , Department of Business Administration, National Chung Hsing University 鄧天強 / 國立中興大學企業管理學系 Ching-Chang Lee , Department of Information Management, National Kaohsiung University of Science and Technology 李慶章 / 國立高雄科技大學第一校區資訊管理系 Received 2018/3, Final revision received 2020/4 以「察覺─動機─能力」觀點與「網絡關係觀點」初探「新 南向政策」對企業國際化歷程之影響：以餐飲服務產業個 案為例 A Preliminary Investigation into the Influence of New Southbound Policy on Enterprises’ Internationalization Process from the Awareness-Motivation-Capability (AMC) Perspective and the Network Relationship View: Case Studies of Food Service Industry