採用Enhanced CAGE架構分析電源IC設計公司的全球化策略：以立錡科技為例

On the Global Strategy of a Power IC Design Company with Enhanced CAGE Framework: Case Study of Richtek Technology Inc.

高啟弘(Chi-Hung Kao)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學組/碩士(2014年)

https://doi.org/10.6342/NTU.2014.02505

摘要

本研究之主要目的在於研究國內類比IC設計公司龍頭—立錡科技的全球化策略的形成，以及其海外設點的選擇、進行之先後順序。依據哈佛商學院葛馬萬教授(Prof. Pankaj Ghemawat)的理論基礎，對Why to go global（ADDING）、Where to go global (enhanced CAGE framework)、How to go global（AAA strategy）進行研究。最後，對於企業界實際的操作情況，是如何去進行CAGE環境架構分析、以致於形成該公司的全球化策略。期待對其他台灣類比IC設計公司之全球化策略起到參考的作用。

除了理論與實際交互驗證外，針對現有文獻缺口加入CAGE framework理論上的補強。新加入『品牌層級的CAGE模型』，模型中也加入考量該國、該產業、該品牌之上下游產業群聚效應，及如何估算該國較真實的產銷總量。

對比於現有CAGE模型的架構，僅純粹考量公司『外部環境』的真實距離，本研究在『CAGE距離模型』中也新增『公司現有資源距離』（Company Existing Resource Distance），加入公司『內部條件』的考量。事先考量公司現有資源，並對公司資源做資源盤點後，做出全球化的策略，可避免公司資源之浪擲。

關鍵字

電源IC設計公司 ； 全球化策略 ； CAGE架構 ； 品牌層級的CAGE模型 ； 公司現有資源距離

並列摘要

The chief goal of this case study is to analyze the formation of global strategy of Taiwan analog IC design company leader, Richtek Technology, and also its location priority of foreign subsidiary. We will base this study on the theory proposed by Prof. Pankaj Ghemawat, Harvard Business School, and target at the topics of “Why to go global” (ADDING), “Where to go global” (CAGE framework) and also “how to go global (AAA strategy). In chapter 5, we will also explore the practical situation that works in the real world. Through operating the CAGE framework, and in turn forming its globalization strategy, I hope it will serve as a reference for other Taiwanese analog IC design company.
In additional to the cross verification between theory and real application, this study also includes the enhancement part of CAGE framework. A “brand-level CAGE framework” is newly proposed and the cluster effect of upstream and downstream of the country, the industry and the brand levels are also taken into consideration. This study also gives an example of how to estimate the real volume of production and sales.
Besides “CAGE distance framework”, another factor called “Company Existing Resource Distance” is newly proposed. Compared to current “CAGE framework”, which lays stress on external factors only, this new factor implies that the internal condition of that company should also be taken care of. That is, analyze what the company has right now, make a thorough check of company resource, and then comes up with a globalization strategy which can avoid the waste of company investment.

並列關鍵字

Power IC Design Company ； Global Strategy ； CAGE Framework

參考文獻

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