新創事業資源取得時機與市場進入時機之探討

A Study on Resource Acquisition Timing and Market Entry Timing in New Ventures

許瞻桂

《國立屏東商業技術學院學報》 15期 (2013/07) Pp. 317-347

摘要

過去進入時機文獻著重於驗證進入順序的影響（order effect），本研究則從環境觀點探討新創事業的時機優勢，藉由組織生態觀點入手，採用Eisenhardt（1989）之探索性個案研究方法，由跨產業、多個案訪談歸納命題及結論。新創事業的時機決策可分兩部分，一為資源取得時機，另一為市場進入時機，且二者又有相互配合的關係。在環境觀點下，資源取得時機有利程度包括資源可得性以及資源效益性，受制度因素及資源環境變化的影響，在可得性越高、效益性越高之時取得，時機越有利，錯失有利時機將發生「補救成本」；此外，資源效益性亦受資源特性影響，具有技術進步性的資源，效益越來越高。在市場進入時機方面，市場環境的面向包括市場需求成長性、競爭程度、環境不確定性、產業互補因素完備程度等四者，綜合各構面的變化使市場進入時機有利程度起伏變化。對於新創事業而言，資源取得除了考量本身的有利時機之外，尚須與市場進入時機相配合，在適當的前置時間開始建置/取得以使基本資源能力完備，以便在預定的有利時機進入市場；提前取得資源將發生「持有成本」，延後取得資源則可能延誤市場有利時機而發生「市場延遲成本」。資源取得若能同時兼顧資源面的補救成本、持有成本以及市場面的延遲成本，新事業可做出較佳之時機決策以擁有時機優勢。

關鍵字

資源可得性 ； 環境有利程度 ； 資源取得時機 ； 市場進入時機 ； 補救成本 ； 持有成本 ； 市場延遲成本

並列摘要

This paper addresses what constitutes a good timing in new ventures from an environmental perspective. This point of view differs significantly from the majority of research studies on entry timing, that is, those that tend to focus on the order effect. This study begins with an introduction of organizational ecology theory and follows the methodology set forth in an exploratory case study conducted by Eisenhardt (1989). An inductive method is utilized in analyzing the results from multiple interviews undertaken in different industries. In regard to new ventures, ＂timing＂ includes both resource acquisition timing and market entry timing. Favorable resource acquisition timing consists of the availability and the beneficence of resources at the time and is affected by changes in the resource environment. New ventures missing favorable conditions must pay ＂redress cost.＂ In addition, the beneficence of resources varies depending on vintage effects. The favorability of market entry timing is related to market demand, market competition, environmental uncertainty, and the condition of the industry's complementary factors, all of which are affected by changes in the market environment. In determining resource acquisition timing, new ventures must take into account not only resource environmental favorability but also the match for market entry timing. That's because acquiring resources too early incurs a ＂holding cost,＂ and acquiring resources too late incurs a ＂delaying cost＂ due to the reduced market favorability. In summary, arriving at a compromise between the redress cost and the holding cost of resource acquisition timing on one hand and the delaying cost of market entry timing on the other will afford new ventures more advantageous timing.

並列關鍵字

resource availability ； environment favorability ； resource acquisition timing ； market entry timing ； redress cost ； holding cost ； delaying cost