(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Public relations companies in Taiwan tend to be small and medium size.
Although there are few large-scale public relations companies, they have more
resources than small and medium-scale public relations companies.
Resource-based theory
Resource-based theory is an inner enterprise resources and capability based
strategic thinking logic. For the view of resource that researchers explore the meaning
of the strategy that company can maintain competition advantages. This generally
calls the strategic resource-based view (JX, Len ,2009).
The resource-based theory emphasizes on the internal review. When the
environment is too difficult to predict, the inside out strategic thinking logic becomes
important for resource-based theory (MY, Hu ,2001).
From the above researcher’s literature, we can summarize that core competence
is a competence better than other competitors, and it is a enterprise or organization’s
unique competence, a special and non-imitate resource, and the access and
management of special resource. But the more important is how does the ability
integrate the use of these resources, this study will explore how do local public
relations companies use the abilities to enter the mainland market.
Research Methods
This study uses the case study method to explore the key factor of success that
Taiwanese local public relations companies erect entries to China and how to use core
competencies resources to develop a value out of ordinary that become the advantage
of public relations companies.
Elite Public Relations is the target firm in this study. Elite Public Relations is
largest local public relations company in Taiwan. The main purpose in this study is
aimed at Elite Public Relations erected entries to China and expanded business there
continually. To explore the key factor that local public relations company’s operation
in China, this study take Elite Public Relations as the main subject for research.
Elite Public Relation Consultant
Elite Public Relations is nowadays the largest local public relations company in
Taiwan. It went to China in 2002 and set up a Beijing Elite Public Relations Division,
beginning investment operations in overseas markets. Elite Public had been set up on
July 1987 by Mr. Cheng Zhi, Kong.
Elite was set up in Beijing in 2002, it also is the first Taiwanese local public
relations company erected entries in China. It expanded their China divisions
continually due to operating successfully.
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