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

The article related to international business by Xu, Peng, Tang, Teng, and Lee, authors study on New Southbound Policy that the Taiwanese government provides 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. Due to few studies that have tackled this issue and Taiwanese enterprises may benefit from the practical suggestions by the academics regarding the practical decree of New Southbound Policy, this study investigates the internationalization process of seven food service providers using the case study method based on the Awareness-motivation-capability (AMC) perspective from competitive dynamics and the Network Relationship View. They 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. The other article in the field of strategy/technology by Chen explores the user effect for technology-enabled organizational adaptation (i.e., technology adaptation). The author applies a qualitative method to explore three case companies in the information electronics industry in Taiwan; to deepen understanding about different reactions to technology adaptation by observing what happened when these three companies adopt new ERP systems in non-identical conditions. The research results show that: First, changes in technology structure can be classified into three different types. Second, the reason why users change the structure of technology is because they are conscious. Third, users play three different roles to change the technology structure. This study provides new insights into the importance of the user effect for technology adaptation and expands the application of Archer ’s morphogenetic approach from social systems to information systems. For the one article in the related field of marketing by Chou and Yang, this article is to conduct two field experiments to examine the effects of different types and contents of in-game video advertisements. They collaborate with a local mobile game developer and release two experimental games on Google Play Store. The results show that before players view the advertisements, the appearing of reward-based advertisements affect players more than permission-based ones, and effectively facilitate players’ viewing decisions and attitudes toward the game (i.e., the media host). This effect is stronger under the condition of failed (vs. successful) game outcomes. After players view the advertisements, different advertisement types (reward-based advertisements vs. permission-based advertisements vs. interstitial advertisements) and advertisement contents (dramatized versions vs. real game