臺灣博碩士論文加值系統

TED(Technology、Entertainment、Design)十八分鐘的小演講，其創新的內容與巨大的影響享譽全球。TED透過十八分鐘的演說，傳遞有價值的想法，歷經近三十年的演化與成長，不僅成為創意交流的重要平台，也透過語言翻譯和開放品牌授權等計畫擴散全球。在這股TED浪潮之中，台灣並沒有缺席，自2009年TED開放全球授權，台北是亞洲第三個拿到授權的城市，TEDxTaipei至今已舉辦三次大會，另有TEDxMonga(艋舺)與TEDxTainan(台南)等組織也取得授權、並各自舉辦活動。

TED經營多年的「會話資本」已經席捲全球各地且快速散佈，世界各地的人們持續談論、分享甚至參與TED。但是如同其他資本一樣，會話資本需要妥善地經營與管理，而TED究竟如何做到？藉由智慧資本的觀點，本研究提出三個研究問題：(1)組織的人力資本與結構資本對於會話資本經營有何影響？(2)組織的關係資本對於會話資本經營有何影響？(3)經營會話資本如何影響組織的智慧資本？

對於TED與TEDxTaipei兩個案研究，本研究得到結論：(1)組織投入人力資本、採用結構資本以經營會話資本，經營過程促進人力資本與結構資本互動，而經營成果則會累積人力資本並建構結構資本。(2)組織必須採取適度的共創方式才得以將關係資本運用於會話資本經營，經營過程則須藉由適度授權以增加關係資本內涵。(3)組織經營會話資本的過程可促使智慧資本三要素互動，而互動過程與成果則可累積增加三要素的內涵。(4)組織經營會話資本可提升其智慧資本之內涵，智慧資本提升之價值可透過價值共創的途徑與適度採取創用授權機制而快速放大並得到積累。

TED(Technology、Entertainment、Design) organization is a creative platform. It is knowned for its eighteen-minutes-only speeches of innovative contents. After nearly three decades of evolution and growth, nowadays, TED has become an important platform for exchanging ideas, and has been spreaded around the world by translation project, brand licensing and other programs. Meanwhile, Taiwan has not been absent in this “TED wave”. Since TED started licening its brand from 2009, Taipei is the third Asian city to get authorization, which held the name of TEDxTaipei, and held three conferences after establishing. Other organizations in Taiwan, such as TEDxMonga and TEDxTainan, also got authorization from TED and organized some activities.


TED managed “Conversatonal Capital” for decades, which led the brand quickly spread around the world. People around the world continue to talk, share and participate in TED. Similar with other capital, Conversational Capital needs to be properly operated and managed. From the perspective of Intellectual Capital, this research explores three questions: (1) How do the Human Capital and Structural Capital influence on Conversational Capital? (2) How does the Relationship Capital influence on conversational capital? (3) How can managing Conversational Capital affect organization Intellectual Capital?


Form the TED and TEDxTaipei two case studies, the conclusion of this research are as following: (1) In the organization, the input of Human Capital and the adaption of Structural Capital will influence on the interaction between the two capitals, enhancing the accumulation of Human Capital and the construction of Structural Capital. (2) Organizations require a certain level of co-creation to utilize Relationship Capital in the management of Conversational Captital, with methods of authorization to enrich Relationship Capital.(3) The process of managing Converstional Capital in organizations can encourage interaction among the Human Capital, Structural Capital and Relationship Capital, which outcome could develop the depth of three capitals. (4) The organization managing Conversational Capital improves Intellectual Capital which value could be accumulated by co-creation and authorizion.

第一章 緒論 1
第一節 研究動機 1
第二節 研究背景 2
第三節 研究目的與問題 3
第四節 研究流程 3

第二章 文獻探討 5
第一節 會話資本 5
第二節 價值共創 13
第三節 創用CC 17
第四節 智慧資本 22
第五節 本章小結 39

第三章 研究方法 41
第一節 研究架構 41
第二節 研究設計 43
第三節 研究限制 46

第四章 個案研究 47
第一節 TED個案描述 47
第二節 TEDxTaipei個案描述 70

第五章 個案分析與研究發現 99
第一節 個案分析 99
第二節 研究發現 118

第六章 結論與建議 129
第一節 研究結論 129
第二節 後續研究建議 131

參考文獻 133

壹、英文文獻
一、期刊論文
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2.Barney, J. B., 1991, “Firm Resources and Sustained Competitive Advantage,” Journal of Management, Vol.17, No. 1, pp. 99-120.
3.Bassi, L. J., 1999, “Harnessing the Power of Intellectual Capital”, In J. W. Cortada & J.A. Woods (Ed.) The knowledge management yearbook, Boston: Butterworth Heinemann.
4.Bassi, L. J. & Van Buren, M. E., 1999, “Valuing Investment in Intellectual Capital”, International Journal of Technology Management, Vol.18, No.5-8, pp.414-432.
5.Benbasat I., D. K. Goldstein, and M. Mead, 1987, “The Case Research Strategy in Studies of Information Systems”, MIS Quarterly, Vol.11, No.3, pp.369-386.
6.Bontis, N., 1996, “There’s A Price on Your Head: Managing Intellectual Capital Strategically”, Ivey Business Quarterly, Vol.60, No.4, pp.40-47.
7.Brooking, A., 1997, “The Management of Intellectual Capital,” Long Range Planning, Vol.30, No. 3, pp. 364-365.
8.Drayton, B. and Budinich, V., 2010, “A New Alliance for Global Change”, Harvard Business Review, Vol.88, September, pp.56-64.
9.Dzinkowski, R., 2000, “The Measurement and Management of Intellectual Capital: An Introduction”, Management Accounting, Vol.78, No.2, pp. 32-36.
10.Johnson, W. H. A., 1999, “An Integrative Taxonomy of Intellectual Capital: Measuring the Stock and Flow of Intellectual Capital Components in the Firm”, International Journal of Technology Management, Vol.18, No.5-8, pp. 562-575.
11.Kambil, A., Friesen, G. B. & Sundaram, A., 1999, “Co-creation: A new source of value”, Outlook 1999, No. 2, pp.38-43.
12.Lenderman, M., 2006, “Experience the Message”, New York: Carroll & Graf. Lichtenstein, Donald R., Richard G. Netemeyer, and Scot Burton, 1990, “Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective”, Journal of Marketing, Vol.54, No.2, pp. 54-67.
13.Masoulas, V., 1998, “Organizational Requirements Definition for Intellectual Capital Management”, International Journal of Technology Management, Vol.16, No.1-3, pp.126-143.
14.Nahapiet, J. and Ghoshal, S., 1998, “Social Capital, Intellectual Capital, and the Organizational Advantage”, The Academy of Management Review, Vol.23, No.2, pp. 242-266.
15.Normann, R. and R. Ramirez, 1993, “From value chain to value constellation: Designing interactive strategy”, Harvard Business Review, Vol.71, July/August, pp.65-77.
16.Ramaswamy, V. and Gouillart, F., 2010, “Building the Co-Creative Enterprise”, Harvard Business Review, Vol.88, October, pp. 100-109.
17.Ramirez, R., 1999, “Value Co-production: Intellectual Origins and Implication for Practice and Research”, Strategic Management Journal, Vol.20, No.1, pp.49-65.
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二、專書與網路資料
1.Brooking, A., 1996, “Intellectual Capital”, London: International Thomason Business Press.
2.Cesvet, B., 2009, “Conversational Capital: How To Create Stuff People Love To Talk About”, New Jersey: Pearson Education, Inc.
3.Edvinsson, L. and Malone, M. S., 1997, “Intellectual Capital: Realizing Your Co.’s True Value by Finding Its Hidden Roots”, USA: Harper Collin Publishers.
4.Hudson, W., 1993, “Intellectual Capital: How to Build It, Enhance It, Use It”, New York: John Wiley.
5.Itami, H., 1987, “Mobilizing Invisible Assets”, Cambridge, Mass: Harvard University Press.
6.Liebowitz, J., 1999, “Knowledge management handbook”, New York: CRC Press.
7.Michael E. Porter., 1985, “Competitive Advantage: Creating and Sustaining Superior Performance”, Free Press: New York.
8.Prahalad, C.K. and Ramaswamy, V., 2004, “The Future of Competition: Co-Creating Unique Value With Customers”, Harvard Business School Press
9.Rosen, E. 2000, “The Anatomy of Buzz: How to Create Word-of-Mouth marketing”, New York: Doubleday / Currency, C2000.
10.Roos, J., Roos, R., Edvinnsson, L. and Dragonetti, N., 1998, “Intellectual Capital: Navigating in the New Business Landscape”, New York: New York University Press.
11.Stewart, T. A., 1997, “Intellectual Capital: The New Wealth of Organizations”, New York: Doubleday/Currency.
12.Wright, P. L., Koll, M. J. and Parnell, J. A., 1996, “Strategic management: concepts and cases”, Prentice Hall Press.
13.Yin, R. K., 1994, “Case Study Research: Design and methods”, 2nd ed., Thousand Oaks: Sage Publications.
14.Young, A., 1994, “Management Control in Nonprofit Organization”, 5th ed., Richard D. Irwin, INC: 47.
15.TED官方網站，http://www.ted.com/，查詢日期：2011/5

貳、中文文獻
一、學位論文
1.王姿婷(2010)，從價值共創與地方資本觀點探討台灣地方經營－以宜蘭冬山河計畫三十年發展為例，政治大學科技管理研究所，碩士論文。
2.王梓齡(2003)，網際網路仲介公司智慧資本管理制度之探討—以線上旅遊與人力營行網站為例，政治大學科技管理研究所，碩士論文。
3.莊子雯(2002)，智慧資本衡量指標之研究－以我國IC設計產業為例，中央大學企業管理研究所，碩士論文。
4.張元力(2005)，虛擬社群之價值共創活動，政治大學科技管理研究所，碩士論文。
5.康勤(2006)，著作權保護之新選擇—以創用CC在台灣為例，東吳大學法律學系，碩士論文。
6.詹文男(2002)，資訊科技產業智慧資本衡量之研究－系統理論之觀點，中央大學資訊管理學系，博士論文。

二、期刊論文及網路資料
1.溫肇東、顏瓊玉、劉益滄(2011)，「創意平台的會話資本經營－以TED與PKN為例」，創業管理研究，第六卷第二期。
2.TEDxTaiepi官方網站，http://blog.tedxtaipei.com/，查詢日期：2011/5
3.TEDxMonga官方網站，http://www.tedxmonga.com/，查詢日期：2011/5
4.台灣創用CC計畫官方網站，http://creativecommons.tw/，查詢日期：2011/5
5.陳其南，語言是台灣獻給世界的禮物，自由時報電子報，http://www.libertytimes.com.tw/2011/new/jun/8/today-o10.htm，查詢日期：2011/6