慧型手機廠商之持續性競爭優勢之探討：資源基礎觀點

An Exploratory Study on Sustainable Competitive Advantage for Smartphone Firms：A Resource Based View

杜自綱(Tzu-Kang Tu)

指導教授 ： 劉恆逸

元智大學/管理學院/國際企業學系/碩士(2007年)

摘要

在數位匯流的趨勢之下，為了使生活更加便利，人們開始尋找一個可以整合各項功能的手持裝置。手機是現代人出門必帶的東西之一，所以手機很可能實現所謂數位匯流的概念。智慧型手機就是一項整合多項功能的手持裝置，包括PDA(個人數位助理)和通訊功能。本研究將針對台灣智慧型手機代工領導廠商-宏達電-加以分析探討。本研究將採取質化研究和個案探討的方法進行分析。
首先，此研究將先針對不同領域的文獻加以探討。包括資源基礎觀點，技術與策略的交互關係，國際品牌架構以及企業外部網路資源。接下來介紹智慧型手機以及作業系統產業的現況。然後說明個案公司宏達電之狀況，包括過往歷史，現況分析以及未來企業走向。
在此研究當中有如下的發現。首先在個案公司的例子裡可以很清楚的看到企業的技術能力與其策略之間所形成的動態互動關聯。而個案公司之技術能力除了影響其未來的企業方向之外，亦成為個案公司國際品牌架構的驅動因子之ㄧ。除了對公司未來的策略造成影響外，個案公司的技術能力也為公司衍生出許多企業的外部網路資源，而這些外部網路資源是來自於與其它的公司企業合作或是聯盟的機會當中逐漸培養而生。既有的公司外部網路資源在下一個階段將有助於個案公司進入新的合作或是聯盟。最後，結合個案公司既有的內部技術能力和新的外部網路資源，將更有利於個案公司發展自有品牌並達到組織之目標。

關鍵字

資源基礎觀點 ； 技術與策略 ； 企業外部網路資源 ； 國際品牌架構

並列摘要

Based on the notion of digital convergence, people are searching for one device which can combine most functions to make people’s life easier and more convenient. Mobile phones are one important device which people would carry while going outdoor, therefore, it is very potential for mobile phones to carry out the concept of digital convergence. SmartPhone is such a device to combine many different functions, including the functions of PDA (Personal Digital Assist). This study is going to analyze the leading firm of Taiwan in the SmartPhone field, which is High Tech Computer corporation (HTC) and we will use qualitative research and case study as the main methodology.
First of all, we will review literatures of different theories, trying to understand the theories about Resource-Based View, technology and strategy, international brand architecture and firm network resources. Then we are going to introduce the present industries condition, including SmartPhone industry and SmartPhone operating system market. Afterwards we will present the case company, HTC, trying to figure out HTC’s growth path, present situation and the future orientation.
In this study, we will observe some findings as follow. First of all, we can see very clearly the dynamic interaction relationships between strategy and technology in the case situation. Then, besides that HTC’s technology would affect its future orientation, it will also become one driver for HTC’s international brand architecture. While HTC’s technology capability influences the firm’s corporate strategy, it could also create some external network resources for the company and which are based on the cooperative relationships with other companies. These external network resources then will be very helpful for HTC to enter new alliances or cooperation in the future. Finally, integrating both the internal technology capability and external network resources, it is more possible to execute the firm’s brand strategy and to achieve the company’s objective in the future.

並列關鍵字

Resource-Based View ； Technology and Strategy ； International Brand Architecture and Firm Network Resources

參考文獻

1. 王思淳(2005)，台灣軟體產業營運模式與策略研究，國立台灣大學國際企業研究所碩士論文。

5. 顏誌廷(2006)，台灣智慧型手機產業關鍵成功因素之研究，長榮大學經營管理研究所碩士論文。

9. iSuppli http://www.isuppli.com/

1. Barney, J. B. 1991. Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1)：99-120.

2. Berman, S.J. and Hagan, J. 2006. How Technology-Driven Business Strategy Can Spur Innovation and Growth. Strategy and Leadership, 34(2)：28-34.