最近十年，我們看到全球化的盛行，以及由Johanson and Wiedersheim-Paul (1975) and Johanson and Vahlne (1977)所提出的公司國際化過程之學術興致，又再度興起(cf. Eriksson et al., 2000)。 由Sullivan and Bauerschmidt (1990), Leonidou and Katsikeas (1996), and Eriksson et al. (2000) 所做的實證研究也是關於這個主題的研究。 然而，回顧ABI資料庫，顯示沒有足夠的文獻專注在探討國際品牌發展的過程。 因此，為了這個研究目的，我們決定提出一個階段性模型為「國際品牌發展的階段性模型」。 我們將強調和討論兩個新興國家的製造商在各個不同的階段裡所面臨之管理方面的議題，例如變化和挑戰。 最後提出的階段性模型和相關文獻及田野研究，相信能提供一個分析公司現在處境之診斷工具，及在公司進入國際品牌發展的下一個階段時，更可行策略之必要參考。最後，提到本研究的意涵及未來研究。 The last decade has seen the prevalence of globalization and the academic interest in the firm’s internationalization process originated by Johanson and Wiedersheim-Paul (1975) and Johanson and Vahlne (1977) has, thus, resurged during the last few years (cf. Eriksson et al., 2000). Empirical research conducted by Sullivan and Bauerschmidt (1990), Leonidou and Katsikeas (1996), and Eriksson et al. (2000) are the resultant studies within this subject matter. However, a review of the literature from the ABI database revealed insufficient attention paid to the development of the international branding process. Therefore, it was decided to propose a stage model and, which, for the purpose of this study, was termed as “The Stage Model of International Brand Development”. Managerial issues such as the variations and challenges faced by the manufacturers from 2 industrialized countries within a variety of stages are highlighted and discussed. The final proposed stage model and the accumulation of related literature and field studies are believed to provide a diagnostic tool in analyzing a firm’s present position and necessary references for further feasible strategy formulation for what will be required as they progress into the next stage of their international brand development. Implications and future research are also noted.
