臺灣博碩士論文加值系統

摘要
本研究主要探討科學教具與服務廠商如何利用資源基礎觀點來發展新事業之規劃與設計。本研究以A公司為研究對象，並使用單一個案研究方法，於2018年7月至2019年3月針對上述問題針對訪談受訪者的方式進行研究分析。根據研究結果，本研究提出以下3個主要發現：一、以資源基礎觀點來說，新事業發展是廠商既有競爭優勢的延伸。二、就資源基礎觀點的新事業發展邏輯由資源決定了後續策略、組織、通路建構、市場資訊回饋機制之選擇。三、資源、策略、組織、通路建構、市場資訊回饋機制之間的適配亦為新事業發展的重要條件。

ABSTRACT
This study aims to investigate how a science teaching aids and service firm uses the resource-based view (RBV) to plan and design its new venture development. This study uses A Company as a single-case study to analyze the primary data from interviewing the participants with research questions during a period from July 2018 to March 2019. Based on the results, this study proposes three findings, as follows: First, based on the RBV, A Company develops new venture by extending its existing competitive advantages. Second, from the RBV logic, A Company’s choices of strategy, organizational structure, marketing channels, feedback of market information are determined by its existing resources. Third, the fit between existing resources, strategy, organizational structure, marketing channels, and feedback of market information is the critical for A Company’s new venture development.

目次
謝辭 i
目次 iv
表次 v
圖次 vi
第一章 緒論 7
第一節 研究背景及動機 7
第二節 研究問題 8
第三節 研究目的 8
第四節 研究流程 9
第二章 文獻探討 10
第一節 競爭優勢：資源基礎觀點 10
第二節 策略與組織 13
第三節 開拓新市場 16
第四節 市場資訊回饋機制 17
第三章 研究方法 20
第一節 研究架構 20
第二節 個案研究方法 21
第三節 個案選取 22
第四節 資料蒐集 23
第四章 個案公司簡介 25
第五章 個案分析 29
第一節 確認競爭優勢 29
第二節 策略選擇 33
第三節 組織設計 33
第四節 通路建構 36
第五節 市場資訊回饋機制 38
第六章 研究討論與未來研究建議 42
第一節 研究意涵 42
第二節 管理意涵 43
第三節 未來研究建議 44
參考文獻 45
附錄：訪談記錄 48

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