跨國研究之共創動態與服務創新

Co-creation Dynamics and Service Innovations: A Cross-national Comparative Study

洪振輝(Chi-Hui Ang)

指導教授 ： 陳家祥

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2011年)

摘要

本研究探索台灣和馬來西亞旅行社以及其供應商之間價值共創的合作關係。本研究架構是採用並拓展Prahalad and Ramaswamy (2004b)’s DART 模型以符合企業對企業模式（B2B）。在模型當中本研究加入了彈性和相容度兩個新的構面和原本架構中的溝通，共享，風險評估，及透明度結合為共創動態 （Co-creation Dynamics）。當這些不同的構面結合下，會有共創動態的產生，並能夠幫助企業改善服務創新的能力，且幫企業得到競爭優勢。本研究也把環境變遷和IT的採用作為共創動態的前因，並相信信任在共創動態和服務創新有調節的作用。本研究收集台灣和馬來西亞旅行社為本研究的樣本, 結果顯示共創動態的確和服務創新和競爭優勢有正面的影響，且IT採用和環境變遷是共創動態的前因。

關鍵字

共創動態，服務創新，競爭優勢，服務主導邏輯

並列摘要

This research explores the dynamics of collaboration between travel agency and its suppliers in value creation in Taiwan and Malaysia. This research model is based on Prahalad and Ramaswamy (2004b)’s DART model and extended the model by adding compatibility and flexibility in addition to fit the B2B context. When these elements are combined, it could create co-creation dynamics that could enhance their capabilities in service innovations and create competitive advantages. This study sees changing environment and adoption of IT will as the antecedents of the co-creation dynamics; and believe the trust will moderate the performance between co-creation dynamics and service innovation. In addition, this study empirically tests the model using cross cultural samples from two nations’ travel agency, namely Taiwan and Malaysia. The findings suggest that co-creation dynamics do enhance service innovation and eventually competitive advantage. Apart from that, technology adoption and environmental change are one of the antecedents of co-creation dynamics.

並列關鍵字

co-creation dynamics ； service dominant logic ； service innovation ； competitive advantage

參考文獻

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