ESTIMATING THE CROSS-STRAIT PERFORMANCE OF A LOCAL COFFEE CHAIN THROUGH NETWORK META-FRONTIER DEA

Zebin Wang (), Yung-Ho Chiu, Jin-Chi Hsieh (), Ying Li, Yu-Chuan Chen () and Yi-Cheng Jan ()
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Zebin Wang: School of Business, Soochow University, Suzhou, Jiangsu Province, People’s Republic of China
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

The Singapore Economic Review (SER), 2020, vol. 65, issue 06, 1439-1455

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.

Keywords: Network Meta-Frontier Data Envelopment Analysis; business performance; diversification; coffee industry (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1142/S0217590820500587

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