策略實踐中的物化能動性：以調性耳機為例

Materializing Agency in Strategy-as-Practice: A Case of Tonal Earphone

羅永昇(Yung-Sheng Lo)

指導教授 ： 涂敏芬

淡江大學/商管學院/企業管理學系碩士班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00182

摘要

本論文聚焦在創業與創新領域中的關鍵問題，新創事業在追求微型全球化品牌的過程中，如何克服創業過程中所必須遭遇的小之不利、新之不利與海外不利性等三個創業困境。本論文從新創事業出發，遵循策略實踐觀點的導引，探討創業家在創業行動上，如何運用物化策略，追求微型全球品牌創業的生存與發展。基於提問的是「如何」的解釋性研究問題，本論文採取個案研究、輔以參與式觀察的方式，進入悅聲志業此一新創組織進行資料蒐集與實地觀察，觀察創業家如何靈活運用其所設計的人造物件—調性耳機，分析悅聲志業的創業旅程。最後本論文發現，新創事業透過物化策略的靈活運用，包括：策略工具、策略物件與人造物、策略工作、以及刻意營造的策略空間，可以克服新創事業追求發展微型全球品牌過程中所必然面對之小之不利、新之不利與海外不利性的困境。

關鍵字

新創事業 ； 物化策略 ； 創業困境 ； 悅聲志業 ； 個案研究

並列摘要

Knowing how do new ventures in pursuiting of global branding overcome the liabilities of smallness, newness, and foreignness is a critical question for entrepreneurship and innovation fields. Inspired by the strategy-as-practice perspective, this study adopts materializing strategies to explore their entrepreneurial actions. By conducting a case study, this study collects amount of primary and secondary data to explore how did Chord & Major define, designe, and promote their strategic object – tonal earphone. Finally, the analysis suggests that materialing strategy is useful for a new venture for global branding, and four main materialing strateiges are idenfied, including strategy tools, strategy objects and artefacts, strategy work, and built spaces, for overcoming entrepreneurial difficulties.

並列關鍵字

new ventures ； materializing strategy ； entrepreneurial difficulty ； Chord & Major ； case study

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