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    Title: 進入大中國市場的策略評估
    EAM International: Market Entry Strategy Evaluation and Partner Selection in Mainland China
    Authors: Juan Carlos Madrigal Saborio
    Contributors: William Reinfeld
    Juan Carlos Madrigal Saborio
    Keywords: 策略評估
    大中國市場
    Market Entry Strategy Evaluation x
    Market Entry Strategy Evaluation
    Partner Selection
    Date: 2006
    Issue Date: 2009-09-14 09:49:18 (UTC+8)
    Abstract: This case is intended to be used in an International Business or Strategic Management course to introduce the topic of entry strategy development and evaluation.
    Victor Yang, founder and Senior Vice President of Strategy and Business Development at Enter Active Media International (EAM), must decide whether or not EAM should enter the China market and if so, work with the executive team to develop an entry strategy.
    EAM is a privately held company, headquartered in Singapore, which develops and distributes interactive solutions aimed at mobile phone service providers (SP). EAM’s solution, called “Genie” consists of in-store kiosks that are located in every SP’s retail outlet and provide information about service plans and handsets to customers without having to talk to a customer service representative (CSR). On the back end, Genie provides detailed usage and demographic statistics to SPs.
    Even though EAM has operated successfully in several countries in South East Asia, the Chinese market presents unique challenges. Telecommunications sectors in most South East Asian countries have evolved in a similar way, with government owned monopolies being opened to competition from the private sector. China’s telecommunications sector, however, has evolved in a different way. In China, Provincial Post and Telecommunication Authorities (PTA) independently operate
    telecommunication networks in every city, which means EAM has to negotiate individual contracts in every city.
    Intellectual Property (IP) protection is another source of concern for EAM. It is not clear when or even whether China will develop a world-class IP protection system. Several experts believe China will follow the same path as countries such as Japan, Korea and Taiwan, which developed solid IP protection systems as they started producing IP worth protecting. On the other hand, some experts argue that this will never happen, since most R&D efforts in China are aimed at creating derivative technologies in order to avoid paying royalties, not true innovation requiring protection. It is also unclear whether or not there is a demand for EAM’s services in China.
    Finally, Dr. Thomas Chou, Victor’s partner, had suggested that EAM provide its services as a website and find ways to generate revenue through online advertisement instead of using EAM’s current business model.
    Victor and the rest of the executive team agree that EAM will enter the China market at one point, but questions remain about the right business model and whether this is the right time. India, Latin America and Eastern Europe seem like safer bets for the time being. Should EAM enter the China market now? If so, what should be their strategy? These are the questions Victor is trying to answer during his trip to Taiwan to finalize a contract with Vibo Telecom, one of the Island’s 3G mobile service provider
    TABLE OF CONTENTS


    • About Victor Yang……………………………………………………2
    • About EAM International ……………………………………………5
    • Telecommunications Industry in China…………………………...…10
    • IP Protection in China……………………………………………….14
    • The Issue of Market Size…………………………………….………26
    • Partner Selection…………………………………………………..…28
    • An alternative Business Model………………………………………29
    • Figures…………………………………………………………….…32
    • Teaching Notes…………………………………………….………...38
    • Teaching Notes Appendices…………………………….…………...54
    • References………………………………………………….………..58
    Reference: 1. Anderson, Chris The Long Tail: Why the Future of Business Is Selling Less of More (2006) Hyperion Books
    2. Bowring, Philip (April 11th, 2007) China’s Middle Class: Not What You Think It Is. Asia Sentinel. Retrieved on May 23rd 2007
    3. China Economic Review (May 9th, 2007) China's Illusory Middle Class Market. Businessweek Magazine Online Edition. Retrieved from http://www.businessweek.com/globalbiz/content/may2007/gb20070509_866451.htm
    4. Clendenin, Michael (October, 2006). ARC waives up-front IP fees in China. Electronic Engineering Times (1446), 20. Retrieved April 28, 2007, from ABI/INFORM Trade & Industry database. (Document ID: 1154000501).
    5. Cooper, De Woskin et al (2005) Redefining Intellectual Property Value: The Case of China connectedthinking a Technology Center Publication Price Waterhouse Coopers
    6. DeWoskin, Kenneth J. (Sep., 2001) The WTO and the Telecommunications Sector in China, The China Quarterly, No. 167. pp. 630-654.
    7. Doz, Yves L. & Hamel, Gary (1998) Alliance Advantage: The Art of Creating Value Through Partnering, Harvard Business School Press
    8. Firth, Godfrey (2006) IP Protection Best Practice Tips. The China Business Review. 33 no1 Ja/F 2006
    9. Hong Kong Telecommunications Research Project (TRP) (1996) Ji Tong Communications Co Ltd. Hong Kong Telecommunications Research Project Papers. Retrieved from http://www.trp.hku.hk/papers/1996/unicom.doc
    10. India's IT, software industry upbeat on future (March 29th, 2007) The Economic Times. Retrieved from
    http://economictimes.indiatimes.com/Indias_IT_software_industry_upbeat_on_future/RssArticleShow/articleshow/1826703.cms
    11. Li, Liu (August 17, 2006). Piracy fight achieving 'remarkable' results. China Daily (North American Ed.), p. 2. Retrieved April 28, 2007, from ProQuest Asian Business and Reference database. (Document ID: 1095735031).
    12. Liang, Xiongjian, Zhang, Jing (October 2001) A Summary of Telecommunications Reform in China Global Communication Newsletter. IEEE Communications Society
    13. Lin, Li (May 5th, 2006) Scholar: Middle class develops slowly in China Chinanews.cn via Xinhua News Agency. Retrieved on 2007-05-23
    14. Liu, Cai (November 11th, 2006) China’s Telecom Industry: Reform and Prospects, China Institute of Communications,
    http://www.china-cic.org.cn/english/digital%20library/200412/5.pdf
    15. Lu, Louis Y Y (2007) Protecting Intellectual Property Rights. Research Technology Management, 50(2), 51-56. Retrieved April 28, 2007, from ABI/INFORM Global database. (Document ID: 1233389101).
    16. Parloff, Roger (April 26, 2006) Not exactly counterfeit Fortune Magazine, Via CNNMoney.com. Publishing Time: 4:34 PM EDT Retrieved on May 15, 2007 from
    http://money.cnn.com/magazines/fortune/fortune_archive/2006/05/01/8375455/index.htm
    17. PC Magazine (2007) Definition of GPRS PC Magazine Encyclopedia, retrieved on June15th from
    http://www.pcmag.com/encyclopedia_term/0,2542,t=GPRS&i=43883,00.asp
    18. Reinfeld, William (2007) “Opportunities and Challenges Related to Chinese Companies Acquiring Western Companies” TheLINK, Spring 2007 Issue p.20-27, China Europe International Business School
    19. Roberts, Bill (May, 2006) Protect your IP Electronic Business (Highlands Ranch, Colo.: 1997) v32 no5 p36-38, 40-42
    20. Scott, Alex, Wood, Andrew (January 18th, 2006) Intellectual Asset Management: Protecting IP in China Chemical Week 168 no2
    21. Seewald, Nancy. (July 19th, 2006) Chinese Producers Pin Hopes on Innovation. Chemical Week. New York: Vol.168, Iss. 24; (23).
    22. Singh, J. P. (2005) FDI Variations in Emerging Markets: The Role of Credible Commitments—With Special Reference to Asia. Information Technologies and International Development Volume 2, Number 4, Summer 2005, 75–87 MIT Press Journals.
    23. U.S. Commercial Service (2005) Profiles of the Six Basic Telecom Service Providers in China retrieved on may 15th, 2007 from http://www.buyusainfo.net/docs/x_4550767.pdf
    24. Wang, J., Werker, C. (2004) Telecommunications Equipment Market in China Stat-USA Market Research Reports
    25. Wang, Jianhong, Qiu, Jing (2004) Telecommunications and Broadcasting Regional Market Brief, China Part U.S. Commercial Service Market Research. Retrieved on May 02, 2007 from http://buyusainfo.net/docs/x_9805369.pdf
    26. Xinhua News Agency Via People’s Daily online. Singapore organization to take over Thai telecom giant. Published on January 20, 2006. Retrieved on may 6th 2007 from
    http://english.people.com.cn/200601/20/eng20060120_236970.html
    27. Yang, Victor Interview conducted by the case author on February 20th, 2007
    28. Yu, Eugene (Jianyang) (March 30th, 2007) Licensing strategies in China: Overview status of major trends, key issues and practical solutions TerraLex 2007 Asia Pacific Regional Meeting, Taipei, Taiwan.
    29. Zheng, Lifei (April 4, 2007). US software firm plans to triple sales in China. China Daily (North American Edition), p. 14. Retrieved April 28, 2007, from ProQuest Asian Business and Reference database. (Document ID: 1249235541)
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    94933033
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094933033
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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