研討日期

2008年11月01日10:20 ~ 11:40

研討地點

台大社會科學院經濟系會議室

題目

A Multitask Model of Multinational Maker’s Control of Foreign Distribution Channels

作者

Toshihiro Ichida

文獻出處

Working Paper

報告人

Toshihiro Ichida

參加人員

Toshihiro Ichida、Hiroshi Ohta、麥朝成、黃鴻、徐則謙、林晏如、鍾嘒陵、王佳琪、曾靜枝、林燕淑、王光正、陳金盛、蔡明芳、吳世傑、梁文榮、高國峯、丁虹仁、彭正浩、涂光億、許淑媖、張志偉

摘要

When a multinational producer of consumer goods enters the foreign market, the maker must utilize the distribution channels located in the local area. To do so, the multinational maker can outsource distribution service to the local firms, or it can build its own distributive subsidiary. Often there is a conflict of interests between the maker (Principal) and the distributor (Agent) about multi-dimensional actions (such as pricing strategies vs. costly sales efforts) which the distributor can take. The maker prefers higher price and high level of sales effort to maintain its product’s strong brand image while the distributor might like lowering price with low effort level because effort is costly. Utilizing the multitask bPrincipal-Agent model, first developed by Holmstrom and Milgrom (1991) and later elaborated by Gibbons (2005), this paper proposes a model that tries to explain how multinational makers control foreign local distributors. Especially, I try to derive comparative static results depending on the various changes in the economic environment. When the degree of competition in the local consumer market is high, the multinational firms tend to avoid outsourcing and build its own subsidiary in order to gain larger control over the two dimensional channel strategy because the divergence in the conflict of interests tend to be large.

備註