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.
