組織寬裕資源與產業環境對平台範疇策略之影響

The effect of organizational slack and industry environment on the platform scope strategy

洪振翔(Chen-Hsiang Hong)

指導教授 ： 陳忠仁

國立臺灣大學/管理學院/商學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001237

摘要

平台，是現今許多公司的策略佈局範疇，用以連結組織內外部資源，可能同時擁有客戶、廠商等多方參與者參與平台的活動事務，對於公司的經營有多重層次的影響。至於平台種類的選擇，則攸關此平台是否能為公司帶來實質助益，在搭配內部資源與外部環境的協調，使公司能獲得持續的獲益增長，這些在理論與實務上都是非常重要且迫切的議題。因此關於平台策略的議題研究從1980年代有了網際網路之後，便從各方面領域發展開花。經過40年來的各方努力，平台策略的議題已發展成兩大主流。第一個主流是注重於平台類型的選擇，包含平台系統級別與平台參與者。而第二個主流是分析所選平台的結果，包含分析網路效益以及如何計算平台績效表現等等。然而，在此兩大主流研究之中，主要都是在探討平台本身的變數，而較少著墨公司選擇平台的決策變數，也很少注重分析平台與外部環境的交互關係。
基於上述這些原因，本篇論文的目標即為分析公司在選擇使用何種平台的決策變數以及組織寬裕資源與外部環境對平台決策的交互關係。本論文以美國平台相關的公司作為研究對象，收集自2000年至2018年內共284 家公司的1134筆公司年度財務資料，作為研究的數據。經實證研究的結果顯示，公司組織寬裕資源與平台範疇存在近乎線性關係，因不同種類的組織寬裕資源而呈現正向或負向。而外部環境在此兩者關係中有著調和的效果，也因不同種類的外部環境而呈現正向或負向。本論文透過建立了決策層級的平台理論架構，彌補了過去的研究方向缺口，同時也對公司組織在選擇平台範疇時提供了策略管理意涵的參考依據。

關鍵字

平台策略 ； 平台範疇 ； 平台決策 ； 外部環境 ； 組織寬裕資源 ； 調和效果

並列摘要

Many companies nowadays have a strategic platform. It is used to integrate the organization's external and internal capital while involving clients, suppliers and other members in the operations of the platform. It has multiple levels of impact on the operations of the company. As far as the platform type is concerned, it is important whether it can provide the company with substantial benefits. The business may achieve sustained income development in coordination with internal resources and external environments. These are very theoretical and practical, important and urgent issues. Therefore, since the invention of the Internet in the late 1980s, research on platform strategy has been evolving in all dimensions.
The topic of platform strategy has been developed into two main streams after all parties have made efforts for nearly 40 years. The first mainstream is concentrated on the choice of platform type, including platform system level and platform participants. The second main stream is to analyze the results of the platform chosen, including network effect analysis and how to measure platform performance, and so on. However, the two mainstream studies mainly discuss the variables of the platform itself, with little research focusing on the platform decision variables. The analysis of the platform's interaction with the external environment also received rare attention.
Based on the reasons above, the goal of this thesis is to analyze the decision variables of which platform the company chooses to use on platform decision-making and the interaction between the resources of the organization and the external environment on platform decision. This thesis takes U.S. companies related to the platform as the research object, collecting 1134 annual financial data of 284 companies from 2000 to 2018 as the research data. The results of empirical research show that there is a linear relationship between the company's organizational slack and the platform scope, which is positive or negative due to different types of organizational slack. The external environment has a moderating effect in the relationship between organizational slack and the platform scope, and it is also positive or negative due to different types of external environment. This paper constructs the theoretical framework of the decision-making platform to make up for the research gaps in the past, and also provides a reference basis for the strategic management implications of the company and organization when choosing the platform scope.

並列關鍵字

Platform strategy ； Platform scope ； Platform decision ； External environment ； Organizational slack ； Moderating effect

參考文獻

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