本研究欲探討組織所作的決策，其複製自身過往成功經驗的程度及模仿當期市場上績效優良之組織的程度，對於績效的影響。本研究以NBA為例，2007-2009賽季的績優球隊作為研究對象，觀察其球隊經理人在2009-2010賽季到2016-2017賽季所作的球隊決策中，其自我複製程度及市場模仿程度對球隊戰績的影響。
本研究以球隊經理人所作的決策中，會較直接影響球隊戰績的決策作為觀察對象，分別是球隊組成、球隊戰術、球隊類型。發現在考慮市場趨勢後， 球隊組成及球隊類型的自我複製程度越高，其球隊績效表現越差，另一方面，球隊戰術及球隊類型的市場模仿程度越高，其球隊績效表現越佳。本研究認為在快速變化的現今環境下，掌握自身的異質性資源無法保證一定能夠維持競爭優勢，而是需要透過從過往成功經驗中汲取正確且有效的異質性資源，並從市場的變化中掌握趨勢，融合自身的獨特異質性資源及模仿市場上表現較佳的要素，以形塑符合市場所需且獨一無二的策略形貌來創造競爭優勢。

摘要.......................................................... I
目錄.......................................................... II
圖目錄........................................................ III
表目錄........................................................ III
第一章 緒論................................................... 1
第一節 研究動機 .............................................. 1
第二節 研究目的 .............................................. 4
第三節 研究對象和期間 ........................................ 5
第四節 名詞定義 .............................................. 5
第五節 研究流程 .............................................. 6
第二章 文獻探討 .............................................. 7
第一節 企業組織過去成功經驗對績效的影響 ...................... 7
第二節 模仿領先者策略對績效的影響 ............................ 8
第三節 美國職業籃球聯賽NBA－自我複製和市場模仿策略 ........... 10
第三章 研究方法 .............................................. 17
第一節 研究設計和架構 ........................................ 18
第二節 研究資料來源 .......................................... 18
第三節 研究樣本選擇 .......................................... 18
第四節 變數設定和操作 ........................................ 19
第五節 研究模型設計 .......................................... 23
第六節 預期研究貢獻 .......................................... 23
第四章 研究結果 .............................................. 24
第一節 敘述性統計 ............................................ 24
第二節 迴歸分析 .............................................. 29
第五章 結論與建議 ............................................ 32
第一節 結論 .................................................. 32
第二節 學術及管理意涵 ........................................ 33
第三節 研究限制及討論 ........................................ 34
參考文獻...................................................... 36

圖目錄
圖1-1 研究流程 ............................................... 6
圖3-1 研究架構圖 ............................................. 18
表目錄
表2-1 假說彙整表 ............................................. 16
表3-1 變數表 ................................................. 22
表4-1敘述性統計-修正前 ....................................... 24
表4-2敘述性統計-修正後 ....................................... 24
表4-3相關分析-修正前 ......................................... 26
表4-4相關分析-修正後 ......................................... 26
表4-5共線性診斷-修正前 ....................................... 27
表4-6共線性診斷-修正前 ....................................... 27
表4-7球隊經理人自我複製程度和市場模仿程度模型迴歸結果表-修正前 29
表4-8球隊經理人自我複製程度和市場模仿程度模型迴歸結果表-修正後 30

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