全球拓展策略與平衡計分卡－中華電信與德國電信的比較

Abstract

At the turn of the millennium, the introduction of the Internet catalyzed the growth of the networking dimension, particularly in the areas of telecommunications and information and communications technology. The expansion plans in the USA of the Taiwanese Chunghwa Telecom (CHT) and the German Deutsche Telekom (DT) are therefore examined in this study, thereby making the diverging milestones of the two internationalization processes clear. The comprehensive balanced scorecard analysis diagnoses that the knowledge pool of both companies must be consolidated through transformation and innovation in personnel development (learning and growth) and thus efficiency is increased through the implementation of innovative technology and knowledge (internal business processes). This increases customer satisfaction and loyalty (customers), which ultimately determine financial success (finances). Despite these same objectives, both companies prioritize different strategic approaches in their execution, revealing key insights: contrasting corporate cultures lead to contrasting strategic approaches to vision and mission, US customers, and financial performance. Ultimately, CHT focuses on the capital market and DT on the product market. This study shows how important the consolidated examination of the financial and non-financial dimensions is because the interlinking of these business areas as pillars of a company ensures long-term competitive advantages in a global, highly networked environment.

At the turn of the millennium, the introduction of the Internet catalyzed the growth of the networking dimension, particularly in the areas of telecommunications and information and communications technology. The expansion plans in the USA of the Taiwanese Chunghwa Telecom (CHT) and the German Deutsche Telekom (DT) are therefore examined in this study, thereby making the diverging milestones of the two internationalization processes clear. The comprehensive balanced scorecard analysis diagnoses that the knowledge pool of both companies must be consolidated through transformation and innovation in personnel development (learning and growth) and thus efficiency is increased through the implementation of innovative technology and knowledge (internal business processes). This increases customer satisfaction and loyalty (customers), which ultimately determine financial success (finances). Despite these same objectives, both companies prioritize different strategic approaches in their execution, revealing key insights: contrasting corporate cultures lead to contrasting strategic approaches to vision and mission, US customers, and financial performance. Ultimately, CHT focuses on the capital market and DT on the product market. This study shows how important the consolidated examination of the financial and non-financial dimensions is because the interlinking of these business areas as pillars of a company ensures long-term competitive advantages in a global, highly networked environment.