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Estimating The Cross-Strait Performance Of A Local Coffee Chain Through Network Meta-Frontier Dea

Author

Listed:
  • ZEBIN WANG

    (School of Business, Soochow University, Suzhou, Jiangsu Province, People’s Republic of China)

  • YUNG-HO CHIU

    (#x2020;Department of Economics, Soochow University, No. 56, Section 1, Kuei-Yang, Taipei, 100, Taiwan, ROC)

  • JIN-CHI HSIEH

    (#x2021;Department of Business Administration for Taipei City University of Science and Technology, Taiwan, ROC)

  • YING LI

    (#xA7;Business School, Sichuan University, People’s Republic of China)

  • YU-CHUAN CHEN

    (#xB6;Department of Finance, Chihlee University of Technology, Taiwan, ROC)

  • YI-CHENG JAN

    (#x2225;Barista Coffee Roasting Company, Taiwan, ROC)

Abstract

This study aims to understand how local enterprises establish brand awareness through tough entrepreneurship as well as focus on international markets so as to inject new ideas and to promote brand value. Examining this issue experimentally on B coffee company with data from Taiwan and China during 2010 to 2012, we use Network Meta-Frontier Data Envelopment Analysis to estimate the cross-strait performances of this firm in order to examine their differences and to propose direction for subsequent improvement. The empirical results are as follows. First, from 2010 to 2012 the channel scale and output in Taiwan is superior to that in China. Second, the performance of China’s channels is on the decline with large fluctuations, whereas Taiwan’s channels are getting better. Third, analyzing the average efficiency value of both sides comprehensively, we find that Taiwan’s channels perform more steadily due to a longer time of establishment and more mature allocation.

Suggested Citation

  • Zebin Wang & Yung-Ho Chiu & Jin-Chi Hsieh & Ying Li & Yu-Chuan Chen & Yi-Cheng Jan, 2020. "Estimating The Cross-Strait Performance Of A Local Coffee Chain Through Network Meta-Frontier Dea," The Singapore Economic Review (SER), World Scientific Publishing Co. Pte. Ltd., vol. 65(06), pages 1439-1455, December.
    • Handle: RePEc:wsi:serxxx:v:65:y:2020:i:06:n:s0217590820500587
    DOI: 10.1142/S0217590820500587
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