Xu, Y., Peng, Y. P., Tang, T. W., Teng, T. C., and Lee, C. C. 2020. 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. NTU Management Review, 30 (3): 1-44. https://doi.org/10.6226/NTUMR.202012_30(3).0001
Yan Xu, College of Management, National Kaohsiung University of Science and Technology
Yao-Ping Peng, School of Management, Xi An University of Architecture and Technology
Tzy-Wen Tang, Department of Business Administration, National Chung Hsing University
Tien-Chiang Teng, Department of Business Administration, National Chung Hsing University
Ching-Chang Lee, Department of Information Management, National Kaohsiung University of Science and Technology
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 processcompetitive dynamics researchAwareness-motivation-capabilityNew Southbound Policyfood service industry