產品協同開發之網路組織模式

Network Organization Model of Product Collaborative Development

胡哲生(Jer-San Hu) ； 黃麒羽(Chi-Yu Huang) ； 陳國嘉(Guo-Jia Chen)

《勤益人文社會學刊》 2期 (2010/12) Pp. 123-151

https://doi.org/10.6470/CIIJWSHHK.201012.0123

摘要

本文探討企業為成長而進行跨業經營時，企業採取與合作廠商進行產品協同開發之網路組織模式以達其擴張版圖經營之目的。本研究採個案研究法，透過分析深度訪談內容與公司出版品等資料，探討一家電子業者如何與其既有合作廠商進行產品協同開發之網路組織模式與互動合作方式進行跨業與擴張發展。就內部發展而言，首先，當企業經營重心在零售通路服務與產品開發技術學習時，其開發流程將著重於產品設計；若為提高代工利潤時，其開發流程將重於消費需求預測。第二，當企業經營重心在自有品牌經營與強化品牌形象時，其開發流程將著重於產品概念定位與產品上市；若為補齊完整產品線時，則重於市場競爭分析。就外部合作而言，當產品開發商與網路成員雙方之間的依賴關係愈大，則所提供資源的重要性愈大且可替代性愈小。再者，若雙方之間呈現均衡依賴狀態時，則傾向採取聯合開發之合作關係；反之在不均衡依賴狀態時，會採取服務關係之合作關係。因此，業者可依與網路成員之合作關係及階段性策略目標，以調整策略手法以利產品協同開發策略之施行。

關鍵字

產品協同開發 ； 網路組織模式 ； 價值創造 ； 電子業

並列摘要

This research aims to explore when firms decide to develop into other related business to expand business growth, they may cooperate with new or existing partners to build a network organization model of product collaborative development to reach their expansion purpose. This paper is a case study investigating an ODM (Original Design Manufacture) firm in electronic industry. This study provides a theoretical structure of network organization model of product collaborative development by analyzing the deep interview, as well as the secondary data such as firm publications.
Firstly, the findings would suggest that, in internal development, when firms focus on retail channel service and learning of product development skills, the spotlight of their development process lies on product design. And they would focus on consumer demand forecast if they want to promote OEM profits. Secondly, when firms focus on private brand management and reinforce brand image, they would emphasize on new product position and introduction. And they will emphasis on market competitive analysis when they want to bring up product lines. In external cooperation, when inter-dependence relationship between focal firms and network members becomes close and close, the resources between firms are more important and less substitute. Furthermore, if an equilibrium inter-dependent relationship between network organizations exists, they will build cooperation relationship of joint development; otherwise, they will build pure service cooperation relationship. Therefore, this study suggested that focal firms could build different cooperative relationship with network members and their different business strategic stages and purposes in order to adjust cooperative mechanisms and devices for product collaborative development.

並列關鍵字

Product Collaborative Development ； Network Organization Model ； Value Creation ； Electronic Industry