以組織例規來探討企業競爭優勢－以兩客服公司為個案研究對象

Organizational Routines as the Source of Competitive Advantage－Case Studies of Two Call Centers

劉宜婷(Yi-Ting Liu)

指導教授 ： 謝明慧

共同指導教授 ： 陳俊忠(Chun-Chung Chen)

元智大學/管理學院/國際企業學系/碩士(2006年)

https://doi.org/10.6838/YZU.2006.00286

摘要

本篇論文結合資源基礎理論與組織理論中的例規研究，來探討企業競爭優勢。本研究以兩家客服企業為個案研究對象，相同的研究結果首先發現，兩個案公司組織例規的種類主要有營運性組織例規以及策略性組織例規兩種。再者，其組織例規的形成是由於特定結構的存在，其結構包括實體性結構、習慣性結構、以及能力性結構。研究結果最後發現，企業競爭優勢存在於組織例規運作的循環路徑－協調、執行、反應、適應，此路徑提供企業內部個體或部門之間互動的機會。在互動的機會之下，例規與例規之間得以交流，進而改變組織例規執行的動作。如此不斷的改變執行組織例規動作，使個案公司得以持續承接多變化的專案，進而維持企業競爭優勢。

關鍵字

組織例規 ； 競爭優勢 ； 客服公司 ； 個案研究

並列摘要

This paper discussed firm's competitive advantages from the synthesis of two research streams, i.e., resource-based view and organizational theory. Through case study methodology for the replication of two call centers, an initial finding shows that the organizational routines in two cases are mainly classified into two types: operational routines and strategizing routines. Furthermore, some specific structures, that are physical structure, ritual structure, and competence structure, enable the formation of organizational routines. Finally, the organizational competitive advantage is found to exist in a cyclical path, i.e. coordination, implementation, feedback, and adaptation. This path facilitates interactions between individuals and across departments. Through the interactions, routines are able to reinforce and complement each other by changing specifications of step execution. The cyclical path, thus, results in the adaptation of the existing routines and the formation of new ones.

並列關鍵字

Organizational routine ； Competitive advantage ； Call center ； Case study

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