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Two questions are addressed by examining large Taiwanese firms: (1) What is the current nature of Taiwanese firms exporting industrial goods to Europe? and (2) How do Taiwanese exporters promote their industrial products in Europe? The empirical results show that exporters tend to have more employees and tend to be in business for a shorter period of time than non‐exporters. Exporting firms prefer to adopt a personalised approach to developing European business and prefer to export to countries with large market size and positive country image. In terms of promotional activities, Taiwanese exporters use international personal selling and sales promotion more frequently than international advertising and publicity.

An investigation into the factors affecting the adaptation of spouses of Taiwan expatriates allowed for their modes of adaptation to be classified into ‘adjustment’, ‘reaction’ and ‘withdrawal’. Albeit a sample of 15 spouses were interviewed using a semi‐structured questionnaire, the research findings indicate that if an expatriate’s spouse is characterized as having high cultural flexibility, high social orientation, a high degree of willingness to communicate, a high conflict resolution orientation, low ethnocentricity and a high orientation towards knowledge, the overseas adaptation tends to be of the ‘adjustment’ mode. Research propositions based on case findings and relevant literature are derived here for future more in‐depth study.

This study provides a comparison of cost efficiency between foreign‐owned multinational banks operating in the U.S. and U.S.‐owned multinational banks in their production of banking services from 1984 to 1989. The results indicate that foreign‐owned multinational banks operating in the U.S. did not have comparative cost advantage over U.S.‐owned multinational banks.

The impact of e‐business on export management companies (EMCs) has been debated for some time and several reasons for their survival have been forwarded. Based upon the resource‐based perspective of the firm, this study provides a far more fundamental reason for the survival of the well‐established EMCs‐their market‐based assets. Furthermore, this study analyzes the impact of e‐business proliferation on the well‐established EMCs transaction creating and physical fulfillment exporting services and their efficiency and effectiveness.