在地化APP如何走向全球-以 Gogolook為例

How a local app goes global?－The case of Gogolook

魏苡辰(Yi-Chen Wei)

指導教授 ： 李傳楷

國立清華大學/科技管理學院/科技管理研究所/碩士(2013年)

摘要

近年來，隨著行動裝置的大量興起而帶動APP的需求與商機，在快速的環境變動之下，企業需持續追求競爭優勢，提升企業競爭能力。本研究以個案研究法探討APP新創公司―走著瞧股份有限公司，如何隨時保持高度彈性以靈活地因應外在環境變化，持續累積公司的資源與能耐，並發展國際市場。本研究依循資源核心基礎理論、動態能力觀點、國際化及國家文化的理論，並以動態能力的觀點為主要理論架構，發展出一套概念性流程圖(圖2-3)來闡述個案公司，深入分析走著瞧股份有限公司自2010年至2013年的發展歷程，以「策略」、「定位」、「過程」及「技術機會」為四大構面具體分析之。說明走著瞧股份有限公司如何運用有限的資源，持續累積資源與能耐並將產品推廣至中東、美國、日本及台灣等國際市場。最後，本研究發現團隊形成對走著瞧的創業概念期及公司成立期發展影響及累積資源與能耐之重要性，而在走著瞧的成長期間可了解到發展國際市場的路徑提供給未來的APP新創公司發展國際市場的參考案例。

關鍵字

個案研究 ； APP ； 動態能力 ； 國際化

並列摘要

In recent years, APP needs and opportunities are driven by the growing of mobile devices.Under the rapidly changes of the environment, companies need to pursue the competitive advantages and enhance the competitiveness of enterprises. In this study, I use case study method to discuss APP start-up company - Gogolook Co. How does the start-up caompany maintain high flexibility in response to the external environment’s changes, continue to accumulate the resources and capability, and develop the international market. This study follows the Resource-Base View, Dynamic Capabilities View, international and national cultural theories. I used dynamic capabilities view as the main theoretical framework, and I develop a conceptual flow diagram (Figure 2-3) to illustrate the case company. This study deeply analyzes Gogolook Co. from 2010 to 2013 by using the four dimensions "strategy", "positioning", "process" and "technological opportunities". This study describes how does Gogolook Co. use limited resources for continuly accumulating resources and ability. How did they make their products to international markets as well (Ex: the Middle East, the United States, Japan and Taiwan). Finally, the study shows the team formation has an important impact on Gogolook Co. for accumulating the resources and the ability .In the growth period, we will find out the path for developing the international market. We could provide a reference case study to future APP start-up companies.

並列關鍵字

case study ； APP ； Dynamic Capabilities View ； International business

參考文獻

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