商標與創新權變契合及其績效結果：台灣紡織、食品與化學產業證據

Contingency Fit and Performance Consequences of Trademark and Innovation: Evidence from Taiwan's Textile, Food, and Chemicals Industries

陳玉麟(Yu-Lin Chen)

《臺大管理論叢》 21卷2期 (2011/06) Pp. 349-390

https://doi.org/10.6226/NTURM2011.21.2.349

摘要

文獻較少著墨於成熟期產業，本研究旨在針對國內紡織、食品與化學產業，探討創新與商標品牌的企業經濟績效關係及其影響因素。本研究的主要結果為：商標品牌對於廣告密度較高、研發密度較高、營運槓桿度較低的企業來說，較具策略重要性。當企業相對缺乏重要的專利保護、可支援員工創新的資源較多、研發密度較高、規模較大，較可能採取內外部並進的創新策略。經濟績效意涵方面，大體而言支持權變理論觀點：商標品牌的策略性契合與企業的每股盈餘、銷售成長率、營業利潤率、會計績效指標之間存在正向關聯性。企業的創新策略性契合有助於促進營業利潤率與會計績效之增加。商標品牌的策略性契合只能促進新產品數量的擴增，創新策略與創新策略性契合才能提昇新產品的獲利率。最後，本研究發現商標品牌策略性契合相對於創新策略性契合對於企業績效更具關聯性。

關鍵字

內外部技術並進的創新策略 ； 商標品牌 ； 產業生命週期

並列摘要

Given the lack of empirical study targeting mature industry, using data from Taiwan's textile, food, and chemicals industries, this study examines the performance consequences of trademark and innovation and their determinants. The main results of this study show that firms are more likely to rely on the strategic importance of trademark if they have greater levels of advertisement intensity and R&D intensity, and lower ratios of operating leverage. Innovating firms are more likely to adopt the make-and-buy innovation strategy if they own less ”important” patents and have more resources to support their employees' innovation efforts, higher R&D intensity, and larger size. This study provides evidence in support of the contingency viewpoint. The findings suggest that the strategic fit of a trademark delivers better performance in terms of such measures as EPS, sales growth rate, operating profit ratio, and accounting broad-index. Superior accounting performance also results from the strategic fit of innovation. The strategic fit of the trademark can only facilitate increases in new product quantity, whereas both the make-and-buy strategy and strategic fit of innovation can drive new product profitability. Finally, the results demonstrate that the strategic fit of the trademark is more closely associated with the firm's performance than is the strategic fit of innovation.

並列關鍵字

make-and-buy innovation strategy ； trademark ； industrial life cycle

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