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題名 獨家經銷代理商： 專業美髮國際品牌成功擴張的關鍵因素
Navigating Exclusive Distribution: Key Factors for Successful International Brand Expansion in the Professional Haircare Industry
作者 白紹筠
Bai, Bianca
貢獻者 蔡政憲
Tsai, Cheng-Hsien
白紹筠
Bianca Bai
關鍵詞 經銷商品牌關係
品牌管理
Distributor-brand relationships
Brand management
日期 2023
上傳時間 1-Sep-2023 15:12:53 (UTC+8)
摘要 無
The primary objective of this research was to investigate the resources that professional hair care brands can provide to their distributors to effectively adapt their brands in international markets, with a particular focus on Taiwan. By exploring these resources, the research sought to enhance the existing knowledge base and provide valuable insights for industry professionals involved in distributor-brand relationships and brand management. The purpose was to validate existing literature findings and gather fresh insights from industry professionals. To achieve the research objectives, a comprehensive literature review was conducted to identify key factors and strategies related to distributor-brand relationships and brand management. Based on the findings from the literature review, interview questions were developed, and interviews were conducted with three experienced distributors in the professional hair care industry in Taiwan. The interviews aimed to gather firsthand perspectives and insights that may not be readily available within the existing literature. The research highlighted the importance of collaboration and support between brands and distributors in a competitive market. Brands can assist distributors through value-added services, exclusive products, and effective marketing tools, enabling them to differentiate themselves and meet consumer preferences in international markets. Specific practices, such as releasing culturally aligned gift sets, were found to drive sales. These insights emphasize the significance of collaborative strategies and resources for successful brand adaptation, guiding managers in the professional hair care industry to foster strong distributor-brand relationships and drive sustainable growth in international markets.
     
     Keywords: Distributor-brand relationships, Brand management
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     Alashban, A. A., Hayes, L. A., Zinkhan, G. M., & Balazs, A. L. (2002). International Brand-Name Standardization/Adaptation: Antecedents and Consequences. Journal of International Marketing, 10(3), 22–48. https://doi.org/10.1509/jimk.10.3.22.19544
     Ambler, T., & Styles, C. (1997). Defining a brand How do successful extensions come to market? JOURNAL of PRODUCT & BRAND MANAGEMENT, 6(4), 1061-0421.
     Anaza, N. A., Kemp, E., Osakwe, C. N., & Adeola, O. (2023). B2B brand marketing in Africa? An exploratory investigation of B2B buyers’ perception of supplier brands. Industrial Marketing Management, 109, 90–105. https://doi.org/10.1016/j.indmarman.2022.12.011
     Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42–58. https://doi.org/10.1177/002224299005400103
     Ba Banutu-Gomez, M., & Rohrer, W. (2012). COCA-COLA: International Business Strategy for Globalization. London.UK. The Business & Management Review, 3(1).
     Bailey, E. E. (2011). Skin Cancer Knowledge, Attitudes, and Behaviors in the Salon. Archives of Dermatology, 147(10), 1159. https://doi.org/10.1001/archdermatol.2011.184
     Banalieva, E. R., & Dhanaraj, C. (2013). Home-region orientation in international expansion strategies. Journal of International Business Studies, 44(2), 89-116. https://www.proquest.com/scholarly-journals/home-region-orientation-international-expansion/docview/1322726246/se-2
     Barron, J., & Hollingshead, J. (2004). Brand globally, market locally. Journal of Business Strategy, 25(1), 9–14. https://doi.org/10.1108/02756660410515967
     Bartlett, R. (1994). Symbolic Meanings of Hair in the Middle Ages. Transactions of the Royal Historical Society, 4, 43-60. doi:10.2307/3679214
     Błędzka, D., Gromadzińska, J., & Wąsowicz, W. (2014). Parabens. From environmental studies to human health. Environment International, 67, 27–42. https://doi.org/10.1016/j.envint.2014.02.007
     Bolduc, C., & Shapiro, J. (2001). Hair care products: waving, straightening, conditioning, and coloring. Clinics in Dermatology, 19(4), 431–436. https://doi.org/10.1016/s0738-081x(01)00201-2
     Brown, R. B., & Herring, R. (1995). The role of the manufacturer’s distributor: The case of champion chemicals. Industrial Marketing Management, 24(4), 285–295. https://doi.org/10.1016/0019-8501(95)00002-r
     Cash, T. F. (2001). The psychology of hair loss and its implications for patient care. Clinics in Dermatology, 19(2), 161–166. https://doi.org/10.1016/s0738-081x(00)00127-9
     cosmeticsdesign-europe.com. (2023, February 14). L’Oréal CEO: “Hair care has become the new skin care.” Cosmeticsdesign-Europe.com. https://www.cosmeticsdesign-europe.com/Article/2023/02/14/L-Oreal-CEO-says-hair-care-is-booming-as-consumers-show-interest-in-premium-luxury-products
     Couto, M., & Ferreira, J. J. (2017). Brand Management as an Internationalization Strategy for SME: A Multiple Case Study. Journal of Global Marketing, 30(3), 192–206. https://doi.org/10.1080/08911762.2017.1307477
     Dimitratos, P., Lioukas, S., Ibeh, K. I. N., & Wheeler, C. (2009). Governance Mechanisms of Small and Medium Enterprise International Partner Management. British Journal of Management, 21(3), 754–771. https://doi.org/10.1111/j.1467-8551.2008.00620.x
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     Fan, Y. (2008, August). Country of origin, branding strategy and internationalisation: the case of Chinese piano companies. Journal of Chinese Economic and Business Studies. https://www.researchgate.net/publication/24085147_Country_of_origin_branding_strategy_and_internationalisation_the_case_of_Chinese_piano_companies
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描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
110933015
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110933015
資料類型 thesis
dc.contributor.advisor 蔡政憲zh_TW
dc.contributor.advisor Tsai, Cheng-Hsienen_US
dc.contributor.author (Authors) 白紹筠zh_TW
dc.contributor.author (Authors) Bianca Baien_US
dc.creator (作者) 白紹筠zh_TW
dc.creator (作者) Bai, Biancaen_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Sep-2023 15:12:53 (UTC+8)-
dc.date.available 1-Sep-2023 15:12:53 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2023 15:12:53 (UTC+8)-
dc.identifier (Other Identifiers) G0110933015en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146978-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 110933015zh_TW
dc.description.abstract (摘要) 無zh_TW
dc.description.abstract (摘要) The primary objective of this research was to investigate the resources that professional hair care brands can provide to their distributors to effectively adapt their brands in international markets, with a particular focus on Taiwan. By exploring these resources, the research sought to enhance the existing knowledge base and provide valuable insights for industry professionals involved in distributor-brand relationships and brand management. The purpose was to validate existing literature findings and gather fresh insights from industry professionals. To achieve the research objectives, a comprehensive literature review was conducted to identify key factors and strategies related to distributor-brand relationships and brand management. Based on the findings from the literature review, interview questions were developed, and interviews were conducted with three experienced distributors in the professional hair care industry in Taiwan. The interviews aimed to gather firsthand perspectives and insights that may not be readily available within the existing literature. The research highlighted the importance of collaboration and support between brands and distributors in a competitive market. Brands can assist distributors through value-added services, exclusive products, and effective marketing tools, enabling them to differentiate themselves and meet consumer preferences in international markets. Specific practices, such as releasing culturally aligned gift sets, were found to drive sales. These insights emphasize the significance of collaborative strategies and resources for successful brand adaptation, guiding managers in the professional hair care industry to foster strong distributor-brand relationships and drive sustainable growth in international markets.
     
     Keywords: Distributor-brand relationships, Brand management		en_US
dc.description.tableofcontents 1. INTRODUCTION 1
     1.1 RESEARCH BACKGROUND 1
     1.2 HAIRCARE – BACKGROUND 2
     1.3 RESEARCH QUESTION 4
     1.4 RESEARCH STRUCTURE 6
     2. LITERATURE REVIEW 8
     2.1 BRAND AND DISTRIBUTOR RELATIONSHIP 8
     2.1.1 Reasons for Seeking out the Local Distributors 10
     2.1.2 Development and Maintenance of the Relationship 12
     2.2 INTERNATIONAL BRAND ADAPTATION 14
     2.2.1 Distribution Strategies 14
     2.2.2 Resources To Support Successful Brand Adaptation in International Markets 18
     3. METHODOLOGY 22
     3.1 INTERVIEW GUIDE 23
     3.2 INTERVIEW PARTICIPANTS 24
     3.3 INTERVIEW PROCESS 26
     4. RESULTS 27
     4.1 DISTRIBUTOR RELATIONSHIP 28
     4.1.1 Joint Marketing Planning 28
     4.1.2 Periodic Visits and Meetings 30
     4.1.3 Improved Payment Terms and Trade Discounts 32
     4.1.4 Middleman`s Role 34
     4.2 BRAND MANAGEMENT 34
     4.2.1 Distribution Strategies 35
     4.2.2 Resources 40
     5. DISCUSSION 47
     5.1 MANAGERIAL IMPLICATIONS 50
     5.2 LIMITATIONS AND FUTURE RESEARCH 52
     6. CONCLUSION 54
     7. REFERENCES 58
     APPENDIX: INTERVIEW GUIDE 65
     
     
     LIST OF FIGURES
     FIGURE 1: PERSONAL CARE REVENUE BY SUBSEGMENT (LÜDEMANN, 2021) 3
     FIGURE 2: SALES VALUE OF SHAMPOO, CONDITIONER, AND SHAVING PRODUCTS IN TAIWAN FROM 2015 TO 2021 (STATISTA, 2022) 4
     FIGURE 3: VISUALIZATION OF THESIS STRUCTURE (OWN REPRESENTATION) 6
     FIGURE 4: TYPES OF DISTRIBUTION AGREEMENTS (OWN VISUALIZATION) 10
     FIGURE 5: STRATEGIES ASSISTING BRANDS TO EXPAND IN GLOBAL PRESENCE 15
     FIGURE 6:INTERVIEW PARTNERS OVERVIEW (OWN VISUALIZATION) 26		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110933015en_US
dc.subject (關鍵詞) 經銷商品牌關係zh_TW
dc.subject (關鍵詞) 品牌管理zh_TW
dc.subject (關鍵詞) Distributor-brand relationshipsen_US
dc.subject (關鍵詞) Brand managementen_US
dc.title (題名) 獨家經銷代理商： 專業美髮國際品牌成功擴張的關鍵因素zh_TW
dc.title (題名) Navigating Exclusive Distribution: Key Factors for Successful International Brand Expansion in the Professional Haircare Industryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 2022 Annual Results. (2023, February 9). L’Oréal Finance. https://www.loreal-finance.com/eng/news-release/2022-annual-results
     Alashban, A. A., Hayes, L. A., Zinkhan, G. M., & Balazs, A. L. (2002). International Brand-Name Standardization/Adaptation: Antecedents and Consequences. Journal of International Marketing, 10(3), 22–48. https://doi.org/10.1509/jimk.10.3.22.19544
     Ambler, T., & Styles, C. (1997). Defining a brand How do successful extensions come to market? JOURNAL of PRODUCT & BRAND MANAGEMENT, 6(4), 1061-0421.
     Anaza, N. A., Kemp, E., Osakwe, C. N., & Adeola, O. (2023). B2B brand marketing in Africa? An exploratory investigation of B2B buyers’ perception of supplier brands. Industrial Marketing Management, 109, 90–105. https://doi.org/10.1016/j.indmarman.2022.12.011
     Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42–58. https://doi.org/10.1177/002224299005400103
     Ba Banutu-Gomez, M., & Rohrer, W. (2012). COCA-COLA: International Business Strategy for Globalization. London.UK. The Business & Management Review, 3(1).
     Bailey, E. E. (2011). Skin Cancer Knowledge, Attitudes, and Behaviors in the Salon. Archives of Dermatology, 147(10), 1159. https://doi.org/10.1001/archdermatol.2011.184
     Banalieva, E. R., & Dhanaraj, C. (2013). Home-region orientation in international expansion strategies. Journal of International Business Studies, 44(2), 89-116. https://www.proquest.com/scholarly-journals/home-region-orientation-international-expansion/docview/1322726246/se-2
     Barron, J., & Hollingshead, J. (2004). Brand globally, market locally. Journal of Business Strategy, 25(1), 9–14. https://doi.org/10.1108/02756660410515967
     Bartlett, R. (1994). Symbolic Meanings of Hair in the Middle Ages. Transactions of the Royal Historical Society, 4, 43-60. doi:10.2307/3679214
     Błędzka, D., Gromadzińska, J., & Wąsowicz, W. (2014). Parabens. From environmental studies to human health. Environment International, 67, 27–42. https://doi.org/10.1016/j.envint.2014.02.007
     Bolduc, C., & Shapiro, J. (2001). Hair care products: waving, straightening, conditioning, and coloring. Clinics in Dermatology, 19(4), 431–436. https://doi.org/10.1016/s0738-081x(01)00201-2
     Brown, R. B., & Herring, R. (1995). The role of the manufacturer’s distributor: The case of champion chemicals. Industrial Marketing Management, 24(4), 285–295. https://doi.org/10.1016/0019-8501(95)00002-r
     Cash, T. F. (2001). The psychology of hair loss and its implications for patient care. Clinics in Dermatology, 19(2), 161–166. https://doi.org/10.1016/s0738-081x(00)00127-9
     cosmeticsdesign-europe.com. (2023, February 14). L’Oréal CEO: “Hair care has become the new skin care.” Cosmeticsdesign-Europe.com. https://www.cosmeticsdesign-europe.com/Article/2023/02/14/L-Oreal-CEO-says-hair-care-is-booming-as-consumers-show-interest-in-premium-luxury-products
     Couto, M., & Ferreira, J. J. (2017). Brand Management as an Internationalization Strategy for SME: A Multiple Case Study. Journal of Global Marketing, 30(3), 192–206. https://doi.org/10.1080/08911762.2017.1307477
     Dimitratos, P., Lioukas, S., Ibeh, K. I. N., & Wheeler, C. (2009). Governance Mechanisms of Small and Medium Enterprise International Partner Management. British Journal of Management, 21(3), 754–771. https://doi.org/10.1111/j.1467-8551.2008.00620.x
     DISTRIBUTORS: An International Perspective. (2009). Adhesives & Sealants Industry, 16(4), 16-17. https://www.proquest.com/trade-journals/distributors-international-perspective/docview/232915047/se-2
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