- 學位論文
市場拓展之整合式隨創行為 —以A公司為例—
Integrated Bricolage Behavior of Market Expansion: A Case Study of A Company
摘要
隨創理論主要為探討分析創業者如何在資源匱乏的情況下，以靈活且謹慎的策略來解除制約。隨創的過程中，往往藉以新產品、新方案、新服務等等的創新思維來轉換制約，並將其解除。過去隨創的研究多焦距在如何就地取材、如何將就著用以及如何資源重組三方面來解除外部制約。雖有些研究有分析資源建構的過程，但並未分析弱勢者如何可以施展隨創手法、資源如何產生綜效、如何以借力使力建構資源，以及其資源建構過程中之動態能力展現。至於如何解除敏感的公司內部制約，更是少有人研究。此研究分析《A公司在可攜式車用GPS（裝置）市場》的拓展過程。以突破傳統思維，是由市場人員啟動的技術創新。了解市場人員在內外劣勢的情況下，如何把信任建構與資源建構做巧妙的搭配運用以除內外制約。同時，探討其過程中之動態能力。在理論上，本文深化了隨創行為的詮釋，點出了弱勢者如何可以對強勢者及其夥伴施展隨創、如何對內部施以隨創，以及弱勢者在資源建構過程中的動態能力展現，補強了社會脈絡中資源建構的元素。在實務上，本文說明了創業者以隨創的手法，運用了時機、角色、借力使力、綜效、戰果、經驗、服務等元素，彈性的建構出能解除制約的能力。創業者需要懂得在劣勢中找出一條大道，而創新與信任是缺一不可的。
並列摘要
The theory of bricolage is mainly to analyze how entrepreneurs can resolve constraints with flexible and prudent strategies in the absence of resources. In the process of the creation, the innovative thinking of new products, new solutions, new services, etc. is often used to transform and resolve the restrictions. In the past, the research of the multi-focus is to resolve the external constraints on how to draw materials locally, how to use them, and how to reorganize resources. Although some studies have the process of analyzing resource construction, they do not analyze how vulnerable people can use the tactics and resources to produce synergies. How to use force to build resources and the dynamic capabilities of its resource construction process. As for how to resolve sensitive internal constraints, there is little research. This study analyzes the expansion of Company A in the portable GPS （devices market).To break through traditional thinking, it is a technological innovation initiated by market personnel. Understand the market players' internal and external disadvantages, how to use trust construction and resource construction as a clever combination to eliminate internal and external constraints. At the same time, explore the dynamic capabilities of its process. In theory, this paper deepens the interpretation of the bricolage behavior, points out how the vulnerable can exert the bricolage to the strong and its partners, how to apply the internal creation, and the dynamic ability of the vulnerable in the process of resource construction. The display strengthens the elements of resource construction in the social context. In practice, this article shows that entrepreneurs use the tactics of bricolage, using the timing, role, borrowing force, synergy, performance, experience, service and other elements, and the flexibility to construct the ability to resolve the constraints. Entrepreneurs need to know how to find a way out of disadvantage, and innovation and trust are indispensable.
參考文獻
延伸閱讀
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