Title: A Case Study of the Impact of Market Entry Strategies on International Growth of Tianhua Electronics
Author: Tang Jiaren
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.559-572) Click PDF
Abstract
This study examines the factors influencing the international growth of Tianhua Electronics, focusing on market knowledge, commitment to foreign markets, and strategic alliances. With the increasing global expansion of Chinese firms, understanding how these variables contribute to a company’s success in international markets is essential. The study’s objectives are to examine the relationships between market knowledge, foreign market commitment, strategic alliances, and the international growth of Tianhua Electronics, based on the Uppsala internationalization model.
A quantitative research design was used, and data were collected through a structured questionnaire distributed to 220 managerial staff members involved in Tianhua Electronics’ international operations. A total of 185 valid responses were received. The study employed descriptive statistics to summarize the data, and inferential statistical methods, including Pearson correlation analysis and multiple regression, were applied to test the hypotheses.
The findings reveal that all the three independent variables, market knowledge, commitment to foreign markets, and strategic alliances, positively and significantly influence international growth. Strategic alliances had the strongest correlation, indicating that partnerships with local firms and collaboration in foreign markets are key drivers of success. Market knowledge was also a strong predictor of growth, while commitment to foreign markets, though significant, showed a slightly weaker influence than anticipated.
In conclusion, this study highlights the importance of strategic alliances and market knowledge in driving international growth. Tianhua Electronics should continue to strengthen its partnerships and market research capabilities to sustain its international expansion. The findings provide valuable insights for firms seeking to optimize their internationalization strategies and suggest that future research could explore the role of technological innovation and cultural differences in international growth
Keywords: market knowledge, commitment to foreign markets, strategic alliances, Uppsala internationalization model
6617195420, Tang Jiaren, Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), A Case Study of the Impact of Market Entry Strategies on International Growth of Tianhua Electronics, นำเสนอในที่ประชุมวิชาการ (Conference), The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” , ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
