Knowledge Transfer and Institutional Construction crossing the Border -- A case study of the learning experiences of Ogilvy & Mother in Taiwan
Date Issued
2006
Date
2006
Author(s)
Ho, Chung-Hsin
DOI
zh-TW
Abstract
This article examines the geography of economic knowledge through research of Ogilvy & Mother in Taiwan, a famous multinational advertising agency. Besides, it tries to find out the meanings of space form three idiosyncrasies of knowledge, which are knowledge transfer, knowledge production and knowledge flow. Following this purpose, the paper provides three main questions: (1) How could a multinational transfer its core knowledge crossing the border and exhibit its advantage of ownership? Is there any mechanism of control and coordination deriving from that activity? (2) Is there any geographical tension exiting within the process of knowledge transfer? And how did a firm develop the new knowledge form while combining the old ones? (3) Finally, how did the firm at different positions in its network shape the social relations of various actors on different spatial scales? The paper argues that the recent interests in knowledge has misled in understanding the codified / tacit dimension of knowledge fixed into a global / local dichotomy, however, it is a mutually penetrating process. Furthermore, the ‘global circuit’ of knowledge and the ‘local circuit’ of knowledge are not replacing each other, but showing the dance of co-evolution. According to this, I’ll develop three dimensions of discussions as follows: (1) A firm needs to build up its cognitive and organizational proximities with its parent company. The subsidiary must face the translation of power relations, but not have to lose all its authorities; the firm’s reflexivity is still shown up in the institutionalized process. (2) The operation of multinational would product the new, territorialized knowledge throughout local contexts and geographical variations. (3) The firm would situate different positions which were related to the extent it involved in local knowledge, and varied power relationships within actors. At this viewpoint of learning and taking the networks as the governance mechanism of firms, I will explore the constructions and transformations of social relationships in different spatial scales.
Subjects
廣告代理商
知識
領域化
網絡
權力關係
advertising agency
knowledge
territorialization
networks
power relationships
Type
thesis
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