雙基因平衡企業系統：Google演進中經營模式結構之探索性研究

Bi-Gene Balance Business System: An Exploratory Study on the Evolutionary Business Model Structure of Google

林裕得(Yu-De Lin)

指導教授 ： 蘇雅惠

國立中央大學/管理學院/資訊管理學系/碩士(2008年)

摘要

Drucker（1995）曾說：「創業的確需要加以系統化，也需要加以管理，但最重要的是，它必須是基於有目的的創新。」換言之，經營模式不斷創新過程其實是應該加以系統化管理的。然而，過去只有少數學者探討。因此，本研究企圖回答每一次經營模式創新之間的關係為何？本研究以紮根理論、認知圖與特徵結構分析研究Google的經營模式結構。研究發現，Google經營模式演進過程可分成四個路徑相依的階段。各階段的經營模式結構中皆包含開採與探勘的雙基因，以及平衡雙基因的槓桿因子。並且各階段的槓桿因子逐漸集合形成經營模式核心—強大的電腦運算科技、方便客戶使用、與提高用戶操縱資訊的能力。

關鍵字

經營模式演化 ； 經營模式結構 ； 系統觀點 ； 紮根理論 ； Google

並列摘要

Drucker (1995) said: “Entrepreneurship does need, however, to be systematic. It needs to be managed. Above all, it needs to be based on purposeful innovation.” That is, the processes of adjacent business model innovations should be systematically managed. However, few scholars focused on. Accordingly, this study attempts to explore what the relationship between business model innovations is. Grounded theory qualitative research method, casual map, and structure characteristics were imported to collect and analyze various data for the business model structures of Google. We found that the evolution of Google''s business model can be divided into four phases which are path dependency. The business model structure in every phase includes bi-gene (exploration and exploitation) with their leverage factor. 　The leverage factor of each phase gradually reinforces the core of business model: powerful computing technology, easy to use for customers, and raising the user’s ability to manipulate information.

並列關鍵字

Business model evolution ； Business model structure ； System perspective ； Grounded theory ； Google

參考文獻

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