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URN etd-0908106-150919 Statistics This thesis had been viewed 3437 times. Download 2013 times. Author Chih-Lung Chien Author's Email Address No Public. Department Management Business Administration Year 2005 Semester 1 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 92 Title A STUDY OF CHANNEL MOTIVATION STRATEGIES OF TAIWANESE MOTHER BOARD COMPANY Keyword mother board Russia channel strategies channel motivation channel power channel conflict channel conflict channel power channel motivation channel strategies Russia mother board Abstract The formulation of channel strategies has been a critical issue for the marketing researchers. However, empirical investigation with useful insight is limited, especially in the emerging markets, such as Brazil, Russia, India, Indonesia, and China etc. Since Russia opened its market in the beginning of 1990s, Taiwanese companies have ventured into this market by setting up distribution channels. By using a Taiwanese mother board listed company, this research elaborates how the case company develops channel motivation strategies in a foreign country through channel powers and channel conflicts in an attempt to gain an increase of sale performance. Three types of channel motivation strategy are identified from the case study: ‘execute one as a warning to others’, ‘to create a fake competitor’ and ‘to create a real competitor’, which are useful to motivate channel members. Channel powers and channel conflicts used in different motivation contexts are discussed in this study. Conclusion and limitations of the study are presented. Advisor Committee Wen-Kuie Liang - advisor
Kun-huang Yeh - co-chair
Tung-lai Hu - co-chair
Files Date of Defense 2006-01-19 Date of Submission 2006-09-08