Journal of Asia Pacific Business Innovation and Technology Management

Volume 3, No. 2, June 2013


Title
Decision Models for Local Brand and International Brand Fresh Brewed Coffee

ABSTRACT

Fresh brewed coffee business has been growing rapidly in Thailand for the past decade.  Both international and local brands have been competing in order to obtain more market share.  Several Thai local coffee companies have successfully built their own brands that were recognized by Thai coffee drinkers.  Question on how Thai fresh brewed coffee drinkers choose between local brand and international brand coffee should then be addressed.  This paper intends to construct the models that determine the frequency of coffee drinkers visiting local brand and international brand coffee shop in a month.  The study chooses Starbucks as a representative for the international brand coffee and Baan Rai Café as a representative for the local brand coffee. Seven P’s marketing mix concept and objective of drinking coffee are employed as factors in determining the number of visiting coffee shop. Survey data of 508 respondents from both Starbucks and Baan Rai Café customers are analyzed by using both linear regression models and Poisson regression models. The estimated results show significant impacts of the marketing mix, characteristics of coffee drinkers, and objectives of drinking coffee. The seven Ps marketing mix aspect show significant relationship in determining the frequency of visiting coffee shop of both Starbucks and Baan Rai Café. Gender, age, level of education, and level of income are important factors in determining numbers of visit both Starbucks and Baan Rai Café. These findings suggest that enhancing better perception on product (or better quality of coffee) can help boosting up the market share in the fresh brewed coffee business.

Keywords: Fresh brewed coffee; Seven P's; Poisson regression model

Authors
Korbkul Jantarakolica
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Title
International Options: International Capacity

ABSTRACT

The heterogeneous enterprise trade model in the new-new trade theory indicates that enterprises participate in international trade primarily because they possess heterogeneity. In the model, heterogeneity mainly refers to different productivities. However, our analysis found that enterprises having the same productivity might make different international trade choices. We investigate other reasons that may affect the choice of enterprise internationalization. Using the new concept of international firm capacity to summarize these factors, we conduct a preliminary analysis of the factors constituting enterprise internationalization.

Keywords: theory of firm heterogeneity and trade; heterogeneous enterprise; international capacity

Authors
Ji He
Tantan Zhong
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Title
The Managers and the Management Shareholders Equity Value Maximization - Game Theory Reasearch

ABSTRACT

Aesop's Fables have such a story: in a valley, a white sheep and a black sheep meet on a single-plank bridge, and both of them want to cross the bridge, but they don’t make mutual concession, how can they do? Couples may have met this trouble: boys want to watch a ball game at home, and girls want to go shopping, but both of them want the other may accompany with them. How can they do? When the other person's decision will affect our decision, we can’t ignore our opponent’s action, which is the "Game Theory". The most original thinking. Monthly 2008-08-01 managers interviewed author Liu Yang Ming; Examinants Dr. Liang Mengyu Jensen & Meckling (1976) systematically bring up and discuss agency problems and agency theory has developed into an important financial management theory. Jensen & Meckling thought that company is not individual, a company is a combination of many contracts, which is called the set-of-contract theory, and shareholders and managers’ contract are not the same; managers need to rely on the moral self-discipline. The goal of shareholders and managers is inconsistent; Shareholders want to maximize the value of their equity holdings, and managers want to maximize their own utility, so between shareholders and managers’ moral hazard need to be controlled by incentive and restraint to limit managers’ behavior.

Keywords: Game theory, equity value maximization, interested parties, short-term financial indicators

Authors
Lu-Ping Liu
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