85度C（美食達人）其組織發展歷程與組織能力複製、擴散之研究

The Research on the Process of Building and Replicating the Organizational Competence-A Case Study of 85°C Café Shop

岑淑筱(Shu-Hsiao Tsen) ； 吳京叡(Ching-Jui Wu) ； 吳政和(Chang-Ho Wu)

《創業管理研究》 4卷2期 (2009/06) Pp. 59-84

https://doi.org/10.30132/JER.200906.0003

摘要

「創業」是國家經濟持續成長的重要動力來源，而餐飲業之進入門檻及創業資金低、企業規模較小，因此成為較多創業者選擇的產業之一。「2008中小企業白皮書」的統計資料中顯示住宿及餐飲業的中小企業家數占比高達99.7%，大企業僅占0.23%。而85度C創業之初亦屬中小企業之規模，在競爭激烈的餐飲產業環境中，短短的三年內快速地複製與擴散其組織能力，至2009年4月，組織規模由原本的中小企業成長為大企業的規模，展店總店數達到327家，其中直營店34家及293家加盟店。85度C如此快速成長的營運績效，是一個非常值得探討的個案。本研究透過「個案研究法」探討85度C如何在組織不同發展階段經營其品牌、開拓市場與創新發展新產品，並瞭解其營運相關措施。探討創業者及其團隊在發展新產品、營運支援系統與產品創新系統時的互動過程，與創業者之領導型態對組織創業歷程之關係；另外以資源基礎理論觀點，探討與分析組織資源之運用，以發揮最大效益。研究結果發現，組織在創業歷程中會因環境變化而做適當的調整，領導者之領導型態亦隨組織不同階段改變領導型態；組織資源因具有VRIO之特性，使能夠有長期之競爭優勢得以持續地成長。

關鍵字

資源基礎理論 ； 領導型態 ； 創業歷程 ； 組織能力

並列摘要

＂Enterprise and entrepreneurship＂ is the key issue as well as an important driver on continuing economic growth for a country. The F & B industry (Food and Beverage industry) could start up its business in a fewer capital, and many entrepreneurs choose this industry to run their own business based on the consideration of the start-up capital. The Size of the F&B business tends to be medium small business, and the ＂2008 White Paper on Small and Medium Enterprises in Taiwan＂ indicated that the amount of the Accommodation and restaurant firms occupied 99.7 percentages for the total small and medium enterprises. The 85°C is also initialize its business in a small and medium size, but it keep going improve its competence and replicate the business rapidly to a large size possessing 327 shops under 3 years in the serious competitive environment. Now, there are 34 direct stores and 293 franchising stores in Taipei, and also go its way for international business in overseas market. The speed of reduplicating causes the motivation of proceeding with this research topic. The purpose of this research was to elaborate and explore how to go on the franchise management, how to run the marketing strategy and new product, also to understand how to collaborate the supportive and innovative mechanism for the organizational operation. We also based on the view point of Resource-Based View theory, to explore and analysis the organizational resources of 85°C, and was trying to capture the whole picture on 85°C how to obtain the particulars of chains' competition in detail descriptions. Hope the findings of the research would contribute some inspirations for the best practice as well as the solution for future management of F &B industry.

並列關鍵字

RBV Theory ； Leadership ； Entrepreneurial Stage ； Organizational Competence