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題 名 | 我國多國籍品牌公司無形資產、網絡結構及其市場價值關連性分析=The Relationship among Intangible Assets, Network Structure and Market Value: An Analysis of Public Multi-national Brand Corporations in Taiwan |
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作 者 | 洪榮耀; 陳瓊燕; | 書刊名 | 商管科技季刊 |
卷 期 | 7:1 民95.03 |
頁 次 | 頁163-188 |
分類號 | 553.78 |
關鍵詞 | 多國籍企業; 市場價值; 無形資產; 網絡結構; MNCs; Market value; Intangible asset; Network structure; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討我國品牌多國籍企業(multi-national corporations,之後簡稱MNCs)之市場價值與無形資產投資密度及其海外投資擴張網絡結構(networkStructure)型態相關變數間之關係。本文利用我國237 家公開上市品牌MNCs之無形資產與其國際網絡資料進行品牌企業價值與無形資產之關聯性分析,研究發現,(1)相對品牌價值較高之MNCs'其市場價值相對較高。(2)研發投資對提升品牌MNCs企業價值有明顯助力,而廣告投資則無。(3)品牌價值較高之MNCs' 其研發投資創造出之市場價值較品牌價值較低者為高。(4)品牌價值較高之MNCs' 較能充分利用分散化的國際網絡創造出更高的研發投資市場價值。(5)我國品牌MNCs均無法透過集中化的國際網絡提昇廣告投資的市場價值。上述結果可做為我國上市品牌MNCs未來RD、AD 策略運用及績效提升之參考。 |
英文摘要 | This study was designed to exam the relationship among corporate intangible assets, multi-national network structure, market value of public brand MNCs in Taiwan. Based on the analysis of 237 public brand MNCs, the data indicate that higher brand valuation of MNCs leads to higher market value. MNCs substantially benefit the increase of market value through the investment in R&D but not through the investment in Advertising. Through the diversified network structure, MNCs with higher brand value create higher corporate market value through the investment in R&D. The author also found that MNCs in Taiwan did not fully utilize their intensive network structure to increase corporate market value through AD investment. |
本系統中英文摘要資訊取自各篇刊載內容。