產業生命週期、技術特性與廠商策略異質性－層級貝氏迴歸模式之實證

Industry Life Cycle, Technology and Firm Heterogeneity: An Empirical Investigation Based on Hierarchical Bayesian Regression Model

林婷鈴(Ting-Ling Lin) ； 陳靜怡(Ching-I Chen)

《行銷科學學報》 4卷2期 (2008/10) Pp. 163-197

摘要

產業生命週期與技術特性差異，使廠商的關鍵成功要素有差異。廠商能力與資源配置除須調整外亦要有效執行，方能使廠商具持久競爭優勢並獲取高報酬。本研究以層級貝氏迴歸模式，對上市資訊電子業83家與食品業23家，進行驗證廠商間資源配置與執行效果差異。研究發現在產業初期，資訊電子廠商應投注資源於「產品價值創造」能力，食品廠商應同時著重兩能力培養，方能取得競爭優勢而有較佳的績效。當產業為成熟階段，資訊電子業則應將部分資源配置於「行銷價值專屬」，可對「產品價值創造」展現更佳成效，食品業需持續關注兩者間均衡的資源配置。

關鍵字

產業生命週期 ； 廠商能力異質性 ； 層級貝氏迴歸模式 ； 產品價值創造 ； 行銷價值專屬

並列摘要

The key success factors will change in accordance with the stage of industry life cycle and the characteristics of market where the firm is situated. To sustain competitive advantage, a firm needs to effectively adjust and implement its competence and resource allocation. Using the financial data of listed companies in Taiwan, this study adopts hierarchical Bayesian regression model to empirically test the difference of resource allocation and implementation outcome between various performance groups in both electronics and food industries. At the introduction and growth stage of industry life cycle, we found that firms in electronics industry should build competence in product value creation while firms in food industry should focus on building competence of both marketing value appropriation and product value creation in order to gain competitive advantage. When the industry has moved to the late growth and maturity stage, electronics firms should allocate resources in marketing value appropriation in order to help benefit the product value creation. Nevertheless, firms in food industry consistently balance resource allocation between marketing value appropriation and product value creation.

並列關鍵字

Industry Life Cycle ； Firm Competence Heterogeneity ； Hierarchical Bayesian Regression Model ； Product Value Creation ； Marketing Value Appropriation

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