本研究探討新創小微企業如何快速拓展國內外通路，並快速發展國際事業。根據Knight and Cavusgil（2004）提出的「天生全球化」架構，此架構廣為人知，也是本研究的理論基礎。研究方法採取單一個案研究，基於「如何」的解釋性研究問題，探究一間新創企業，名為悅聲志業（英文名稱為Chord&Major，本研究簡稱為悅聲），悅聲從2012年創建，並提出前所未有的概念和利基產品－調性耳機。經由初級資料及次級資料的蒐集，並透過類型比對的方法進行分析，悅聲符合了天生全球化公司的定義，並檢驗了Knight and Cavusgil（2004）架構的有效性。最後，本研究討論結論和意涵。

This study explores how an entrepreneurial start-up initiates its international business. The well-known framework of “born global”, developed by Knight and Cavusgil (2004), is the theoretical ground for this study. A single case study method was adopted to explore this “how” question. Our case is an entrepreneurial start-up, which called C&M Audio (English name for Chord&Major, this study call C&M). C&M Audio was founded in the 2012 and proposed an unprecedented concept and niche products - tonal earphone. Primary and secondary data were collected and analyzed via pattern-matching approach. C&M Audio was meeting the definition of born global firm, and was used to examine the validity of the Knight and Cavusgil’s (2004) framework. Finally, conclusions and implications were discussed.

目錄	I
圖目錄	II
表目錄	III
第壹章、導論	1
第一節、研究背景與動機	1
第二節、研究問題	3
第三節、研究流程	3
第貳章、理論背景	5
第一節、國際創業	5
第二節、天生全球化企業	9
第三節、研究缺口	14
第參章、研究方法	16
第一節、單一個案研究	16
第二節、個案選取	18
第三節、資料蒐集	19
第四節、資料分析	22
第五節、研究架構	23
第肆章、個案脈絡與背景	24
第伍章、個案分析	26
第一節、國際創業導向	26
第二節、國際行銷導向	29
第三節、全球技術能耐	35
第四節、獨特產品發展	36
第五節、品質焦點	39
第六節、槓桿國外代理商的能耐	40
第七節、小結	41
第陸章、討論與結論	43
第一節、討論	43
第二節、結論	48
附錄一：悅聲志業大事記	50
附錄二：Chord&Major無差別電音耳機演唱會	52
參考文獻	54

圖目錄 圖目錄
圖 1、本研究流程圖 ................................ ................................ ................................ ..... 4
圖 2、Knigh Knight and Cavusgil t and Cavusgil t and Cavusgilt and Cavusgil （2004 ）的概念性架構圖 ）的概念性架構圖 ................................ ............. 10
圖 3、個案研究設計的類型 ................................ ................................ ....................... 18
圖 4、本研究採用 Knight and Cavusgil Knight and Cavusgil （2004 ）概念性架構圖進行個案分析 .... 23
圖 5、悅聲志業的品牌商標： Chord&MajorChord&Major Chord&Major ................................ ............................ 24
圖 6、悅聲志業推出之調性耳機系列產品 ................................ ............................... 31
圖 7、調性耳機的專屬配件 ................................ ................................ ....................... 38
圖 8、國內外市場營收的成長趨勢 ................................ ................................ ........... 42

表目錄 表目錄
表 1、國際創業的相關文顯統整 ................................ ................................ ................. 9
表 2、個案研究與其他方法的類型 ................................ ................................ ... 16
表 3、初級和次資料蒐集 ................................ ................................ ....................... 21
表 4、國外市場的進入時間和模式 ................................ ................................ ........... 32
表 5、組織文化的行動 ................................ ................................ ............................... 46
表 6、企業策略的行動 ................................ ................................ ............................... 47

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