知名國際企業先驅創業者傳遞企業基本價值之研究

A Study of Business Latent Values Passed on by Well-known International Vanguard Entrepreneurs

黃智成(Chi-Cheng Huang)

指導教授 ： 趙義隆　博士

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00026

摘要

中文摘要

公元2007年的現代世界，人類已經初步渡過英國人馬爾薩斯在1798年出版《人口論》（本書全名為《人口規則影響未來社會改革論》）中的憂慮：「一切生物的增殖永遠有超過養料供給程度的趨向」、「遏止人口數的方法千變萬化，如飢饉、勞苦、疾病等」。沒有一個地區可獨立生產供養其人民衣、食、住、行、育、樂各方面的滿足，交易需求於焉誕生。致力於提升人類生活幸福的企業家（我們稱之為「先驅創業者」）的角色在現代社會也就日益重要。

先驅創業者的個人價值觀想必主導了整個企業營運活動，這些價值觀也透過企業使命宣言（Mission Statement）為工具來教育企業成員。在此同時，經由日常的作為與決策模式，先驅創業者亦將其個人價值觀內化為企業的潛存「基本價值」（Latent Value）。

本研究涉及議題較為廣泛而複雜，直接關聯的文獻較少，因此徵引、蒐集、整理資料範圍較廣，故採用德菲法（Delphi Method）並參酌名目團體法（Nominal Group Technique）的應用，來請求、萃取及收斂專家意見。在經歷篩選、邀請具代表性專家及縝密設計的施測過程，獲得專家們的寶貴意見及相關數據。針對上述意見及數據進行分析並解讀，成為本研究之結論。

本研究建立一個三角錐體模型來驗證企業潛存「基本價值」、先驅創業者、知名國際企業、高階經營者四者之間的傳遞關係。

本論文對2006年FORTUNE 500之前100大進行研究，並對其英文版之企業使命宣言進行分析，歸納出五大企業潛存「基本價值」，並給予精簡定義。分別為（一）品質(Quality)，不易出錯；（二）價格(Price)，保持低價：（三）便利(Convenience)，化繁為簡；（四）速度(Express)，領先完成；（五）紓壓(Relax)，暫別現實。同時對所挑選二十家知名國際企業及先驅創業者進行研究，並簡述對每一家企業的研究結果。

本研究發現透過所有專家分類、排序後進行加總統計，驗證得出排序在前75%的企業，的確是在其所屬潛存「基本價值」要素上具有清晰的品牌認知。而這些企業目前所揭露營運績效或市場對其未來營運發展都給予高評價。本研究初步結論為這些能成為增進人類幸福的先驅創業者，除了具有行業中一定程度的專業技術外，皆更著重於將自己的價值觀對企業成員清晰教育，並努力於將已被內化之企業潛存「基本價值」，打造為可被持續執行與管理（Sustainable Execution and Management）的要素。

關鍵字

潛存「基本價值」 ； 使命宣言 ； 品牌認知 ； 三角錐體模型 ； 德菲法 ； 名目團體法

並列摘要

THESIS ABSTRACT
INTERNATIONAL BUSINESS MANAGEMENT
COLLEGE OF MANAGEMENT
NATIONAL TAIWAN UNIVERSITY

NAME：HUANG CHI-CHENG MONTH/YEAR：JULY, 2007
ADVISER：JAW YI-LONG
TITLE：A Study of Business Latent Values Passed on by Well-known International Vanguard Entrepreneurs

In the modern world of 2007 mankind has begun to share the concern expressed by Tomas Malthus in his book, An Essay on the Principle of Population, first published in 1798. (The full title of the book is An Essay on the Principal of Population, as it Affects the Future Improvement of Society.) In the book Malthus states that “the increase of population of all living things will forever outpace the rate of production for their subsistence,” that “there are many and varied means of checking the human population, such as starvation, misery and sickness.” No region of the world can produce enough on its own to provide its population with adequate clothing, food, shelter, transportation, education, or entertainment. From this arises the demand for trade. The role of businessmen (whom we call “vanguard entrepreneurs) in today's society in working toward raising the level of human well-being has become increasingly important.

The individual values of the vanguard entrepreneur must guide the actions of the industry as a whole. This value system, via the business Mission Statement, acts as a tool to educate the members of the industry. At the same time, by means of their daily behavior and decisionmaking, vanguard entrepreneurs internalize their value system as a “latent value.”

This study involves broad and complex issues, and there is little relevant literature on the subject. For this reason the scope of material quoted, collected and organized is broadly based and consequently the so-called Delphi Method has been used as well as the Nominal Group Technique consulted.

This study sets up a pyramid model to verify the inter-relationship among the business “latent values,” the vanguard entrepreneur, well-known international companies and senior executives.

The study focuses on the top 100 companies of the 2006 Fortune 500 and analyzes their English-language mission statements and summarizes them into five major “latent values” with succinct definitions. These are (1) quality—avoidance of error, (2) price—maintenance of low prices, (3) convenience—complexity reduced to simplicity, (4) express—finish ahead of others and (5) relax—step away from things temporarily. The study also focuses on 20 selected well-know international companies and vanguard entrepreneurs with a concise explanation of the results obtained.

The study found that when experts totaled the statistics after categorization and ranking, it was verified that the top 75% of all companies did, indeed, exhibit very clear brand recognition based on their “latent values.” And their current operational performance or their future operational development in the market was highly evaluated. The preliminary conclusion of the study is that these vanguard entrepreneurs capable of advancing the well-being of mankind, in addition to possessing a certain level of specialized technology of the industry, all emphasize clearly educating industry members with regard to their own values and work hard to make their own internalized “latent values” into an element of sustainable execution and management.

並列關鍵字

Latent Value ； Mission Statement ； Brand Recognition ； Pyramid Model ； Delphi Method ； Nominal Group Technique

參考文獻

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