創造新市場：制度工作觀點

New Market Creation: An Institutional Work Perspective

徐玉娟(Hsu, Yu Chuan)

指導教授 ： 洪世章

國立清華大學/科技管理學院/科技管理研究所/博士(2015年)

摘要

借鑒制度工作的概念，本研究探討策略性行動者如何克服制度障礙以創造新的市場。本研究的設定為平板電腦市場的創造，並採用質性研究方法。我們提出三項類型的制度工作必須被重視，包括定義功能、形塑話語與設立疆界；其中，定義功能的制度工作包括技術效率、產品重點與創新設計等實作，形塑話語制度工作包括框架與隱喻，以及敘說故事等實作，而設立疆界則是包括路徑與藍圖，以及預測與前瞻等實作。

關鍵字

制度工作 ； 市場創造 ； 平板電腦

並列摘要

Drawing on the concept of institutional work, this study examines how strategic actors overcome institutional barriers to create new markets. The research setting is the creation of tablets, whereas the method used is a qualitative one. Three types of institutional work are emphasized: defining functions, shaping discourses, and drawing boundaries. The institutional work of defining functions involves technology efficiency, product highlights, and innovative design. The institutional work of shaping discourses consists of frame and metaphor, and story-telling. The institutional work of drawing boundaries includes roadmap and blueprint, and forecast and foresight.

並列關鍵字

institutional work ； market creation ； tablets

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