策略創新之內外部影響因素與績效:資訊電子業之實證研究

The Determinants and Performance Outcome of Strategic Innovation：An Empirical Research of the Information Technology Industry

曹伯瑄(Po-Hsuan Tsao)

指導教授 ： 朱文儀

國立臺灣大學/管理學院/商學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.01046

摘要

鑑於資訊電子產業目前面臨微利化的挑戰，而傳統的管理工具也從充分條件轉變為必要條件，迫使廠商找尋新的因應之道。此時，眾多管理學者紛紛提出「策略創新」的概念，Markides提出驅使策略創新的五個基本問題：如何定義自己的事業？誰是我們的顧客？我們提供什麼產品或服務給顧客？如何提供產品或服務給他們？可否用其他的角度思考以上的流程？；Poretr也提出三個策略創新的市場定位模式：滿足所有顧客的特定需求；滿足特定顧客的所有需求；以特定的服務管道滿足一般顧客。
然而，有關於「策略創新」的實證探討卻相當缺乏，故本研究試圖整理出一個清晰的架構，讓產業及學術界對此能夠有更深入的了解。本研究將探討「文化」、「流程」、「人才」、「資產與能力」等四個內部環境變數，以及「技術」、「顧客需求」、「政府政策」、「產業環境」等四個外部環境變數，共八個自變數對「策略創新程度」的影響程度；以及「策略創新程度」對「顧客價值」與「競爭地位」兩個依變數之間的影響程度，並以台灣資訊電子產業為研究對象，經問卷調查共計回收117份，此外還訪談一位國內三大電信公司之專案經理，希望能夠結合理論與實務，讓本研究更趨於完備。研究結果如下：
1. 在內部環境中，「文化」、「人才」兩項自變數與「策略創新程度」均呈現顯著的正向影響；而在「流程」、「資產與能力」等兩項變數上，對「策略創新程度」的影響關係則並不顯著。
2. 在外部環境中，「顧客需求」、「政府政策」兩項自變數與「策略創新程度」也都呈現顯著的正向影響；而在「技術」、「產業環境」等兩項變數上，對「策略創新程度」的影響關係則並不顯著。
3. 在策略創新績效衡量方面，「策略創新程度」此一自變數與「顧客價值」、「競爭地位」皆呈現顯著的正向。

關鍵字

策略創新 ； 內部環境 ； 外部環境 ； 策略創新績效

並列摘要

Facing the challenge of making lower and lower profits in the information technology industry, the traditional management tool are turned into the sufficient condition rather than the necessary condition, forcing managers to look for some solutions. At that time, many management scholars bring out the concept of “strategic innovation.” Markides, proposed the five ways to kick-start strategic innovation: redefine the business, redefine the who, redefine the what, redefine the how, and start the thinking process at different points. Another scholar, Porter, also proposed the three strategic positioning sources: variety-based positioning, need-based positioning, access-based positioning.
However, the empirical researches about strategic innovation are still relatively rare. Therefore, this research tries to build a clear structure of strategic innovation, helping people in the academic and industrial circles to get a better idea about it. In the research, four internal environmental variables, culture, process, people, resource and capability as well as four external environmental variables, technique, customer need, governmental policy, and industrial environment will be studied. This study will examine how the eight independent variables mentioned above would affect the level of strategic innovation, and then talk about what the level of strategic innovation would influence the two dependent variables, customer value, and competitive positioning. There are 117 information electronic companies to be our research targets, and we interview a project manager in one of the top-three Taiwan telecommunication companies. The purpose of this research is to combine the theory and practice for making it more complete. The results are:
1. In the dimension of the internal environment, two independent variables, 「culture」, 「people」, have positive impact on the level of strategic innovation. However, the other two variables,「process」,「resource and capability」, have no obvious impact on the level of strategic innovation.
2. In the dimension of the external environment, two independent variables, 「customer need」, 「governmental policy」, have positive impact on the level of strategic innovation. However, the other two variables,「technique」,「industry environment」, have no obvious impact on the level of strategic innovation.
3. In the dimension of the performance of strategic innovation, the level of strategic innovation has positive impact on 「customer value」, and 「competitive positioning」.

並列關鍵字

strategic innovation ； internal environment ； external environment ； the performance of strategic innovation

參考文獻

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