Overseas Market Expansion Strategy of the Global Electronic Components Company Based on the AHP Analysis of Factors in Technology, Organization, and Environment Context: A Case of Samsung Electro-Mechanics
Abstract
:1. Introduction
2. Theoretical Background and Literature Review
2.1. Technology, Organization, Environment (TOE) Framework
2.2. Status of Prior Research Applying the TOE Framework
3. Research Design
3.1. Research Methods and Procedures
- Step 1: Literature review
- Step 2: AHP model design
- Step 3: The AHP Survey
- Step 4: Analyzing AHP Results
3.2. Samsung Electro-Mechanics Market Expansion Related, TOE-Level Influencing Factors
3.2.1. Technology
3.2.2. Organization
3.2.3. Environment
3.3. The AHP Analysis Model
4. Analysis Results
4.1. Result of Relative Importance Analysis in Top-Level Technology, Organization, and Environment
4.2. Result of the Relative Importance Analysis of Sub-Level Key Factors
5. Discussion and Conclusions
5.1. Discussion
5.2. Managerial Implication
5.3. Academic Implication
5.4. Concluding Remarks
Author Contributions
Funding
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A. Questionnaire Sheet for the AHP Survey
Criteria | Extreme | Very Strong | Strong | Moderate | Equal | Moderate | Strong | Very Strong | Extreme | Criteria |
A | B |
- 1.
- Importance comparison question among the three Top factors.Q1. Concerning the Overseas market expansion, when comparing the top three factors in pairwise comparison, which criteria do you think is much more important?
Criteria Extreme Very Strong Strong Moderate Equal Moderate Strong Very Strong Extreme Criteria Technology Organization Technology Environment Organization Environment - (1)
- Technology: At the technological level, R&D Availability for product competitiveness, and Production Availability for product competitiveness and market response.
- (2)
- Organization: At the organizational level, Global Production Network Structures for cost competitiveness and customer response, Global Sales and Marketing Structures for rapid response to customer needs, and R&D Organizational Structure to develop cutting-edge products and secure product competitiveness,
- (3)
- Environment: At the environmental level, Industry Characteristics related to global product demand, Market Structure related to global demand for products and technology, and Supply and Demand Structure in the global market.
- 2.
- Importance comparison questions among the eight Sub-factors.Q2.1. When comparing the two following pairwise as a sub-factor of “Technology”, which criteria do you think is how much more important?
Criteria Extreme Very Strong Strong Moderate Equal Moderate Strong Very Strong Extreme Criteria R&D
AvailabilityProduction
Availability- (1)
- R&D Availability for Product Competitiveness: Availability of all assets inside and outside the company, such as researchers, R&D equipment, systems, technical knowledge, and R&D processes that can be used for R&D of cutting-edge products and cutting-edge technologies that are competitive in the global market.
- (2)
- Production Availability for Product Competitiveness and Response to Market: An indicator that describes the ratio of planned and actual production over a specified period through owned global production facilities, the ratio to reference levels, or the ability to meet delivery demand.
Q2.2. When comparing the three following pairwise as a sub-factor of “Organization”, which criteria do you think is how much more important?Criteria Extreme Very Strong Strong Moderate Equal Moderate Strong Very Strong Extreme Criteria Global Production
Network StructuresGlobal Sales and
Marketing StructuresGlobal Production
Network StructuresR&D Organization Structure Global Sales and
Marketing StructuresR&D Organization Structure - (1)
- Global Production Network Structures for Cost and Customer: An organizational arrangement comprised of interconnected economic and non-economic entities coordinated by a leading global corporation that produces goods or services across multiple geographic locations for global markets.
- (2)
- Global Sales and Marketing Structures for Customer demands: A global sales structure is a set of organizational structures through which produced products and services are sold in countries around the world. A global marketing structure is an organizational structure of coordinated and integrated marketing activities across global markets, a process that focuses a company’s resources and goals on global market opportunities.
- (3)
- R&D Organization Structure for New Product Competitiveness: R&D organizational structure is an organizational structure in which a company conducts a series of innovative R&D activities to develop new products, technologies, processes, services, etc., and improve existing products.
Q2.3. When comparing the three following pairwise as a sub-factor of “Environment”, which criteria do you think is how much more important?Criteria Extreme Very Strong Strong Moderate Equal Moderate Strong Very Strong Extreme Criteria Industry
CharacteristicsMarket
StructureIndustry
CharacteristicsSupply and Demand Structure Market
StructureSupply and Demand Structure - (1)
- Industry Characteristics related with Global Products demands: Industry characteristics include the geographic scope of the industry, industry boundaries, and the dominant economic characteristics of the industry, as well as various other industry characteristics such as capital-labor ratios, quality of labor, economies of scale, and concentration.
- (2)
- Market Structure related with Global demands of Product and Technology: Market structure is related to the global demand for products and technologies, and broadly refers to the number of companies in the market, their size, and the dynamics of supply and demand for the products they offer, or competitive relationships within the industry.
- (3)
- Supply and Demand Structure of Products at Global Market: Demand is defined as the willingness of economic entities to purchase goods or services within a certain period, and supply is defined as the willingness of producers to provide goods or services to the market by the demand of economic entities. The supply and demand structure is a variable relationship structure between supply quantity and demand mediated by the price of the product formed between sellers and buyers of products in the global market.
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Scale | Description |
---|---|
5 | Extreme Importance |
4 | Very strong Importance |
3 | Strong Importance |
2 | Moderate Importance |
1 | Equal Importance |
Order | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
---|---|---|---|---|---|---|---|---|---|---|
RI | 0.00 | 0.00 | 0.52 | 0.89 | 1.11 | 1.25 | 1.35 | 1.40 | 1.45 | 1.49 |
Category | Class | Invited Experts | Accepted Experts |
---|---|---|---|
Experience | More than 20 years | 22 (71.0%) | 17 (70.8%) |
10 to 20 years | 6 (19.4%) | 4 (16.7%) | |
Less than 10 years | 3 (9.7%) | 3 (12.5%) | |
Specialty | R&D, Technology | 16 (51.6%) | 15 (62.5%) |
Sales, Management | 15 (48.4%) | 9 (37.5%) |
Key Factor | Sub-Factors | Description | Related |
---|---|---|---|
Technology | R&D Availability | R&D Availability for Product Competitiveness | [16,48,65,66] |
Production Availability | Production Availability for Product Competitiveness and Response to the Market |
Key Factor | Sub-Factors | Description | Related |
---|---|---|---|
Organization | Global Production Network Structure | Global Production Network Structures for Cost and Speedy Customer Response | [18,65] |
Global Sales and Marketing Structure | Global Sales and Marketing Structures to Satisfy Customer demands | ||
R&D Organization Structure | R&D Organization Structures for New Product Competitiveness |
Key Factor | Sub-Factors | Description | Related |
---|---|---|---|
Environment | Industry Characteristics | Industry Characteristics related with Global Products demands | [16,18,23,29,67] |
Market Structure | Market Structure related with Global demands of Product and Technology | ||
Supply and Demand Structure | Supply and Demand Structure of Products at Global Market |
Top-Factor | Weight | Rank |
---|---|---|
Technology | 0.462 | 1 |
Organization | 0.219 | 3 |
Environment | 0.320 | 2 |
Top-Factors | Weight | Sub-Factors | Weight | Global Weight | Global Rank |
---|---|---|---|---|---|
Technology | 0.462 | R&D Availability | 0.569 | 0.263 | 1 |
Production Availability | 0.431 | 0.199 | 2 | ||
Organization | 0.219 | Global Production Network Structure | 0.297 | 0.065 | 8 |
Global Sales and Marketing Structure | 0.365 | 0.080 | 5 | ||
R&D Organization Structure | 0.338 | 0.074 | 6 | ||
Environment | 0.320 | Industry Characteristics | 0.310 | 0.099 | 4 |
Market Structure | 0.222 | 0.071 | 7 | ||
Supply and Demand Structure | 0.468 | 0.150 | 3 |
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Cho, W.C.; Atukeren, E.; Yim, H. Overseas Market Expansion Strategy of the Global Electronic Components Company Based on the AHP Analysis of Factors in Technology, Organization, and Environment Context: A Case of Samsung Electro-Mechanics. Systems 2023, 11, 532. https://doi.org/10.3390/systems11110532
Cho WC, Atukeren E, Yim H. Overseas Market Expansion Strategy of the Global Electronic Components Company Based on the AHP Analysis of Factors in Technology, Organization, and Environment Context: A Case of Samsung Electro-Mechanics. Systems. 2023; 11(11):532. https://doi.org/10.3390/systems11110532
Chicago/Turabian StyleCho, Won Chang, Erdal Atukeren, and Hyosook Yim. 2023. "Overseas Market Expansion Strategy of the Global Electronic Components Company Based on the AHP Analysis of Factors in Technology, Organization, and Environment Context: A Case of Samsung Electro-Mechanics" Systems 11, no. 11: 532. https://doi.org/10.3390/systems11110532
APA StyleCho, W. C., Atukeren, E., & Yim, H. (2023). Overseas Market Expansion Strategy of the Global Electronic Components Company Based on the AHP Analysis of Factors in Technology, Organization, and Environment Context: A Case of Samsung Electro-Mechanics. Systems, 11(11), 532. https://doi.org/10.3390/systems11110532