以動態能力觀點探討休閒農場競爭優勢－以飛牛牧場為例

The Competitive Advantages of Leisure Farms based on the Dynamic Capability Theory-A Case Study of the Flying Cow Ranch in Miaoli

張良漢(Liang-Han Chang) ； 吳明哲(Ming-Zhe Wu) ； 張宏榮(Hong-Rong Chang)

《生物與休閒事業研究》 4卷2期 (2006/12) Pp. 53-73

https://doi.org/10.30133/BLIR.200612.0004

摘要

本研究的目的旨在利用動態能力觀點探討休閒農場之經營。研究方法採用個案研究，結果將提供飛牛牧場在經營管理上之參考。研究結論提出五項研究命題，說明休閒農場之動態能力需具有五項主要構成要素，此五項主要構成要素都對休閒農場之競爭優勢有顯著的影響：（一）市場感應(ensing)感覺環境變化、了解顧客需要之市場回應能力；（二）學習(learning)對知識有鑑別、轉換、探索以產生新知識之吸收能力；（三）協調(coordinating)對資源和任務加以管理，以產生新的活動績效之協調能力；（四）整合(integrating)藉著深度之整合多樣投入要素，專注心態於成果之貢獻與呈現的能力；（五）網路關係(networking)因應高速環境變化之網路組織，建立價值網路之能力。

關鍵字

動態能力 ； 休閒農場 ； 個案研究

並列摘要

The research aims to investigate the management of leisure farms using the dynamic capability theory. Case study was adopted as the research method. The results will be provided to the Ranch as reference of the business operation and management. The study results in five research propositions that explain the five major elements needed for the dynamic capability of the leisure farms. Those five elements have obvious effects on the competitive advantages of the leisure farms. They are as follows. First, the market sensing, this is the market response capability of the environmental changes and the understanding of the customer needs. Second, learning, this is the absorbing capability of the up-to-date knowledge. Third, coordinating, this is the coordinating capability of the management of resources and tasks to reach new achievement. Fourth, integrating, this is the capability of integrating in depth the various input elements and devotion to the achievements. Fifth, networking, this is the network capability to deal readily with the growing Internet and organize effective network.

並列關鍵字

Dynamic Capability ； Leisure Farm ； Case Study