社會導向策略轉型與社會價值創造的企業重生：日月老茶廠案例

Organization Rebirth with Social-Oriented Transformation Strategy and Social Value Creation: The Case of Antique Assam Tea Farm

卓秀足(Hsiu-Tsu Cho) ； 胡哲生(Jer-San Hu)

《創業管理研究》 6卷1期 (2011/03) Pp. 1-27

https://doi.org/10.30132/JER.201103.0001

摘要

企業經營的社會導向轉型必然面對企業宗旨、策略目標與科技轉變，才能創造社會價值。本研究採個案研究法，針對一家過去大量栽植紅茶與製作出口茶葉的農業公司，深入研究其經營理念轉向「生態有機、生命價值、休閒體驗的社會教育」方向的過程，瞭解該組織如何透過經營策略、科技能力、行銷與組織等方面的轉變，轉型為社會價值導向企業，而讓組織自給自足並展現出重生活力。透過個案分析本研究發現：（1）企業擁有更積極性的社會參與理念時，會納入社會價值導向之經營目標與改變組織宗旨，促使企業產生社會導向的策略轉型。（2）企業的社會導向策略轉型面臨「社會科技導入」的策略變革，包括：綠色流程科技、社會任務產品科技與社會價值行銷科技；（3）企業的社會導向策略轉型面臨組織內部的「社會導向轉型」變革，包括：社會知識學習、社會理念的組織認同、與社會導向組織文化。（4）企業經營策略的社會導向轉型，經由社會科技運用與社會導向組織力，增加了追求社會理念與社會職能兩方面的價值回饋。

關鍵字

策略轉型 ； 社會導向策略 ； 社會科技 ； 社會價值

並列摘要

The corporate with social transformation has to meet the changes of his vision, strategy goal, and technology, and then consequently creates social value. This paper presents a conceptualization of social-oriented strategic transformation based on exploring the content of social-oriented business strategy, technology change, transformation in organization, and social value creation in a black tea factory of the large agricultural company in Taiwan. The findings are showed as below: (1) while the firm highly motivated in social mission would incorporate the social value oriented concepts into business objectives and organization vision to enhance social strategic transformation. (2) The firm under social strategic transformation would implement social-oriented technologies, including green process technologies, social-mission product technologies, and social-value marketing technologies, to help organization change. (3) In line with social-oriented strategic transformation, the social concepts should be widespread among employees within organization with several ways such as learning of social knowledge, organization identification of social concepts, and the formation of social-man culture in organization. (4) A firm with social-oriented transformation in business strategy can create social values both of social concepts and social capabilities, through implementing social-oriented technologies and formulating social organization.

並列關鍵字

strategic transformation ； social-oriented strategy ； social technology ； social value