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研究生:黃復生
研究生(外文):Fuh-Sheng Huang
論文名稱:市場地位與管理期望對創新投資的影響-以台灣MBA學生MARKSTRAT線上模擬結果分析
論文名稱(外文):How Dominance and Expectation influence investment on radical innovation-analysis of MBA students in Taiwan with MARKSTRAT Online simulation.
指導教授:唐瓔璋唐瓔璋引用關係
指導教授(外文):Ying-Chan Edwin Tang
學位類別:碩士
校院名稱:國立交通大學
系所名稱:管理學院碩士在職專班經營管理組
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:87
中文關鍵詞:市場主導地位在位者的詛咒階段投入慣性財富效應管理期望
外文關鍵詞:DominantIncumbent’s curseEscalation of commitmentInertiaWealth effectExpectation
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「大者恆大」是最近成了不變的定理,尤其台灣以製造業為主,就是講求量大,主宰市場,創造利潤。大公司或市場主導的企業在可用的資源上,的確比一般公司雄厚,投入某一產業或產品時,可動員的研發、行銷與傳銷通路方面的實力,經常有效的封阻競爭對手;但大公司也有其限制,其所累積的成功經驗,往往陷入對舊成功經驗複製的迷思;所以對引進新技術的創新研發與擴展舊產品,經常形成兩難。
本研究探討公司的市場地位與經營期望對創新投資的影響,並運用MARKSTRAT的模擬環境規劃出本研究架構,以交通大學經營管理所的MBA學生為模擬對象,實施八期模擬競賽,歸納出其中互動的關係。並進一步討論創新投資對公司績效表現的影響,企業資源有限,既有產品與投資創新的資源取捨之間,影響公司績效表現。
結果顯示,絕對值模型顯示市場地位創新投資有正向關係;管理期望對創新投資決策顯示無顯著相關;整體創新投資(金額)對績效表現是正向的影響,但引進新產品數量卻不利於績效表現。
The adage “Winners take all” has become the reality in modern business, specially, for manufacturing industry in Taiwan. Most of the “Winners” have focused on economic scale of production in mass production and cost cutting to dominate the market and to generate high profit. Indeed, the resources the dominants can employ are much higher than those non-dominants. Once the dominants enter into the market or product segment, they quickly establish effective barriers to hinder the entries of other competitors. However, the experiences of past successful strategy might be duplicated by the competitors. Therefore, investment alternative on radical innovation investment or improvement on existing products could be a resource trade-off dilemma. This research is to study how market dominance and managerial expectation influence company’s radical innovation investment decision. The data is compiled from the MARKSTRAT marketing competition by NCTU MBA students over eight periods of simulated games. The results show that market dominance does not have significantly statistical relationship with radical innovation investment. The market dominance, however, has positive impact on absolute investment model. In addition, the managerial expectation in introducing radical technologies has no significant impact on innovation investment. Innovation investment is beneficial to performance, but the amount of radical products introduced does not.
目錄
中文摘要…………………………………………………………… iii
ABSTRACT…………………………………………………………… iv
誌謝…………………………………………………………… v
目錄…………………………………………………………… vi
表目錄…………………………………………………………… ix
圖目錄…………………………………………………………… x
一、緒論……………………………………………………… 1
1.1研究動機………………………………………………… 1
1.2研究目標………………………………………………… 3
1.3研究步驟………………………………………………… 3
1.4論文架構………………………………………………… 5
二、文獻回顧………………………………………………… 7
2.1市場地位理論…………………………………………… 7
2.1.1市場導向理論…………………………………………… 7
2.1.2階段投入理論…………………………………………… 9
2.1.3在位者詛咒理論………………………………………… 9
2.1.4S-curve理論…………………………………………… 10
2.1.5創新定義………………………………………… 10
2.1.6S-curve理論解釋大公司遲疑引進創新……………… 11
2.1.7先行者優勢……………………………………………… 12
2.1.8公司大小與 創新努力……………………………… 12
2.1.9慣性理論……………………………………………… 12
2.1.10財富效應………………………………………………… 13
2.2引進新技術的管理期望………………………………… 13
2.3市場地位與管理期望的互動…………………………… 13
2.4績效表現………………………………………………… 13
2.5市場知識………………………………………………… 14
2.5.1市場知識與創新努力…………………………………… 14
2.5.2市場知識改變與創新努力……………………………… 14
2.5.3理論應用………………………………………………… 14
2.6相關研究之實驗設計…………………………………… 15
2.7以Makstrat為模擬環境之文獻整理…………………… 15
三、研究內容與方法………………………………………… 17
3.1定義……………………………………………………… 17
3.2研究假設………………………………………………… 17
3.2.1市場地位………………………………………………… 18
3.2.2管理期望………………………………………………… 20
3.2.3市場地位與管理期望對創新投資的互動效應………… 21
3.2.4創新投資與績效表現…………………………………… 21
3.3概念框架………………………………………………… 22
3.4研究方法………………………………………………… 23
3.4.1MARKSTRAT環境設定……………………………… 23
3.4.2H1a~H1c………………………………………………… 24
3.4.3H1d……………………………………………………… 25
3.4.4H2~H3…………………………………………………… 25
3.4.5H4………………………………………………………… 25
四、實驗設計與驗證………………………………………… 26
4.1參與人員………………………………………………… 26
4.2資料收集………………………………………………… 26
4.2.1H1………………………………………………………… 26
4.2.2H2~H3…………………………………………………… 27
4.2.3H4………………………………………………………… 27
4.3決策設定………………………………………………… 27
4.4模型公式………………………………………………… 28
4.4.1H1驗證模型……………………………………………… 28
4.4.2H2驗證模型……………………………………………… 30
4.4.3H3驗證模型……………………………………………… 30
4.4.4H4驗證模型……………………………………………… 30
4.5驗證結果………………………………………………… 31
4.5.1模型公式………………………………………………… 31
4.5.2實驗假設前提驗證……………………………………… 31
4.5.3實驗結果………………………………………………… 32
五、結論……………………………………………………… 41
5.1研究結果………………………………………………… 41
5.1.1決策模式探討…………………………………………… 41
5.1.2回歸資料本質的管理結論……………………………… 44
5.2研究貢獻………………………………………………… 44
5.3實務意涵………………………………………………… 45
5.4研究限制………………………………………………… 45
5.5未來發展………………………………………………… 46
參考文獻………………………………………………………… 47
附錄一…………………………………………………………… 51
附錄二…………………………………………………………… 55
附錄三…………………………………………………………… 58
附錄四之一……………………………………………………… 61
附錄四之二……………………………………………………… 69
附錄五…………………………………………………………… 70


表目錄
表2-1以Markstrat為模擬環境之研究文獻整理……………… 16
表4-1市場地位各面向的因素分析…………………………… 34
表4-2共同因子權重表………………………………………… 35
表4-3市場地位的各面向對創新投資的效應驗證…………… 35
表4-4市場地位因素分析的驗證……………………………… 36
表4-5典型區別分析方程式…………………………………… 37
表4-6典型區別分析架構……………………………………… 37
表4-7市場地位、管理期望和互動關係對創新投資的效應… 38
表4-8創新投資與績效表現…………………………………… 39
表4-9 研究假設H1~H3驗證結果的綜合整理………………… 40
表4-10創新投資、新產品引進對績效表現的效應驗證……… 40


圖目錄
圖1-1本論文研究步驟………………………………………… 4
圖1-2論文架構………………………………………………… 5
圖2-1S-Curve………………………………………………… 10
圖3-1概念框架………………………………………………… 22
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林師模、陳苑欽,多變量分析,雙葉書廊,台北,民國九十三年
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