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研究生:蔡瑋倫
研究生(外文):Wei-Lun Tsai
論文名稱:代工公司與品牌公司之組織文化差異
論文名稱(外文):A Study of Culture Difference between OEM/ODM and Brand Name Companies
指導教授:何建德何建德引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:75
中文關鍵詞:組織文化代工品牌ROAROE
外文關鍵詞:OEM/ODM companyBrand name companyOrganizational cultureTransformation
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根據微笑曲線,施振榮先生認為品牌公司相對於代工公司而言,擁有較高的利潤。因此,很多台灣的代工公司積極創造自己的品牌,試圖轉型成為品牌公司,但在最後能夠成功的公司卻是少數。本研究認為代工公司欠缺適當的組織文化,是造成轉型失敗的主要原因。我們根據文獻找出區分代工公司與品牌公司的組織文化構面,並加以做出假設,再利用問卷及統計方法來進行分析。分析結果顯示出,要成功的從代工公司轉型成為品牌公司,必須高度的強調人員導向。此外,我們發現品牌公司的ROA以及ROE並沒有顯著高於代工公司。再者,回歸分析結果顯示出,低成本顧客導向與ROA和ROE具正向關係,然而,年資導向卻與ROA及ROE具負向關係。
The smiling curve theory, proposed by the founder of the Acer group, asserts that Brand name companies have better profitability than OEM/ODM companies. With such a belief, many Taiwanese OEM/ODM companies thrive on building their own brand, but with very few successes. The failures, although may attribute to various causes, this research proposes that cultural differences could be the fundamental issue.
By identifying the underlying dimensions of organizational culture, research hypotheses which differentiate organizational culture between OEM/ODM and Brand name companies are developed. These research hypotheses will be tested with survey research method and multivariate statistical analyses. The finding represented that people orientation is a critical element for transferring to a successful Brand name company. However, Brand name companies’ ROA and ROE performance is not significantly different from OEM/ODM companies. Besides, we find customization by lowering cost orientation is positively related to ROA and ROE performance. On the contrary, seniority orientation is negatively related to ROA and ROE performance.
ABSTRACT i
Acknowledgement ii
Content iii
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 3
Chapter 2 Literature Review 4
2.1 The Definition of OEM Company 4
2.2 The Definition of ODM Company 4
2.3 The Definition of Brand Name Company 4
2.4 The Definition of the Organizational Culture 5
2.5 The Dimensions of Organizational Culture 7
2.6 Performance Measure 19
2.7 Research Hypothesis 20
2.8 Research Model 25
Chapter 3 Research Method 26
3.1 Questionnaire Design 26
3.2 Sample and Data Collection 31
3.3 Analysis Method 31
Chapter 4 Data Analysis 34
4.1 Respondent Profiles 34
4.2 Factor Analysis and Instrument Reliability 34
4.3 Three Types of Companies’ ANOVA and T-test Analysis 42
4.4 Multiple Regression Analysis, Criterion, and ANOVA Analysis of ROA and ROE 44
4.5 T-test Analysis of OEM/ODM Companies 49
4.6 T-test Analysis of Brand Name Companies 51
4.7 T-test Analysis of Excellent OEM/ODM Companies and Brand Name Companies 53
4.8 T-test Analysis of Bad OEM/ODM Companies and Excellent Brand Name Companies 55
Chapter 5 Conclusion and Suggestion 58
5.1 Conclusion 58
5.2 Managerial Implication 63
5.3 Limitation 66
5.4 Future Research 67
References 69
Appendix - Questionnaire 73
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