策略聯盟的廠商間互動關係之研究
－關係資本觀點
研究生：陳玉錡 指導教授：陳振祥 博士
銘傳大學管理科學研究所
摘 要
廠商間之策略聯盟，係面對快速變動環境的策略選擇之一；但是形成廠商間緊密合作關係之影響要素甚多，且影響策略聯盟之績效。關係資本觀點，強調廠商間之信任、友誼、與尊重等要素，將決定透過合作提升廠商營運效益的要項。不論廠商間合作之事前、或事後關係之發展，關係資本之概念成為探討廠商參與策略聯盟效益之基礎。
本研究透過個案研究，探訪資訊服務廠商間的策略聯盟運作與關係資本間關係，發現事前的信任基礎為策略聯盟順暢運作的要件，友誼因素較難轉化為廠商層次而較難影響策略聯盟之運作，彼此尊重成為廠商間合作關係存續的基本要件。本研究認為參與合作之廠商，需要在信任、友誼、尊重等關係資本要素之下，建立促成緊密合作的基礎。
關鍵詞：策略聯盟、關係資本、信任、友誼、尊重

The Research of the Interaction between Strategy Alliance
--Relational Capital perspective
Graduate Student：Yu-Chi Chen Advisor：Jen-Shyang Chen
Graduate Institute of Management Science
Ming Chuan University
Abstract
Strategic alliance is one of the choice for adapting the fast changing environment, but many factors will affect the interfirm’s relationship. Relational capital, include three major components that are trust, friendship, and respect, is the key factor to enhance the firm’s performance through interfirm cooperation. Dispute the development of interfirm’s relation ex ante or ex post, the concept of relation capital is the base to discuss the firm’s performance which joint strategic alliance.
Through in-deep interview, the study visited several information service firms to discuss three angles of relational capital to understand the influence about the cooperative performance under strategic alliance. The research find that the trustful relation previously is the important issue for the cooperation, the friendship is hard to convert from individual-level into firm’s-level for smoothing the alliance operation, and respect is the basic issue to keep cooperation continuously. Therefore, the firms within strategic alliance will develop the closest relationship smoothly under the relational capital.
Key word: Strategic alliance, relational capital, trust, friendship, respect.

目 錄
第一章 緒 論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究問題 7
1.4 研究目的 8
第二章 文獻探討 9
2.1 從資源基礎觀點解釋策略聯盟 9
2.2 策略聯盟夥伴間的互動關係 12
2.3 策略聯盟夥伴間的關係資本 14
2.3.1 信任 16
2.3.2 友誼 17
2.3.3 尊重 18
2.4 策略聯盟類型 19
第三章 研究方法 22
3.1 研究架構 22
3.2 研究議題 22
3.3 研究設計 23
3.3.1 研究方法的選擇 23
3.3.2 研究對象 24
3.3.3 資料收集方式 25
3.4 研究流程 25
3.5 操作性定義 27
第四章 訪談資料分析與命題推演 29
4.1 訪談紀要 29
4.1.1 電信產業 ― W廠商 29
4.1.2 網際網路 ― F廠商 32
4.1.3 電腦顯示設備V廠商 34
4.1.4 電子商務軟體廠商―C廠商 36
4.2 命題推演 39
4.2.1 信任 39
4.2.2 友誼 44
4.2.3 尊重 48
第五章 結論與建議 54
5.1 結 論 54
5.2 理論意涵 57
5.3 實務意涵 59
5.4 研究限制 60
5.5 後續研究建議 61
參考文獻 62
英文部分： 62
中文部分： 67
附錄一、 訪談問卷 68
圖 目 錄
圖3-1 研究架構 22
圖3-2 研究流程 27
圖4-1 策略聯盟失敗的關聯因素(Park and Ungson, 2001) 44
圖5-1 研究結論 58
表 目 錄
表3-1 從個案研究建立理論的流程 26

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