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  • 學位論文

核心產品相鄰擴張對產品績效影響之研究 -以惠普公司(1984-2000)為例

The Influence of Adjacency Expansion of Core Product on Product Performance ─ A Case Study of Hewlett-Packard Co. (1984-2000)

指導教授 : 呂鴻德 張光正

摘要


企業在尋求相鄰擴張時,其所採用之相鄰擴張策略,目前文獻的探討多以探究相鄰擴張的策略、方法為主,而這些方法之主要目的是將核心產品或業務。繼續擴展其不同客戶類型,與不同應用層面的客戶,以進一步擴大市場的規模。而較少探討關注,當執行相鄰擴張策略時,如何從資源基礎觀點,來使得相鄰擴張策略落實,並且使企業擁有持續競爭優勢,這是本研究探討關注之點。 本研究旨在探討並發展一概念化研究架構,來探究相鄰擴張策略落實的同時,並有兩個資源基礎觀點的調變因素的影響,同時會正面影響相鄰擴張策略與產品績效之關係。本研究以此概念化研究架構,來實證惠普科技公司(Hewlett-Packard Co.)之印表機與影像事業部(IPG)從1984年至2000年之間之個案研究,其運用此相鄰擴張策略,並且掌握兩個資源基礎觀點的調變因素得正面影響,創造出印表機與影像事業部核心產品,優異產品績效,平均年成長率為百分之三十二。 本研究以此概念化研究架構作為基礎,並觀察此個案研究發現之結果,文獻上之對應,發展出六個命題,並經由此個案研究獲得証實,此六個命題均獲得支持,六個命題為: 1. 愈能細化客戶的分類,則愈能提高核心產品的績效。 2. 愈能符合關鍵客戶在技術上的需求,則愈能提高核心產品的績效。 3. 愈能開發耗材後續產品,則愈能提高核心產品的績效。 4. 愈能重新概念化產品市場,則愈能提高核心產品的績效。 5a. 有價值的資源,能夠對核心產品相鄰擴張之特性(細化客戶,滿足關鍵客戶的需求, 開發耗材後續產品,重新概念化產品市場)與核心產品之績效之關係,有正向調變   的作用。 5b. 稀有的資源,能夠對核心產品相鄰擴張之特性(細化客戶,滿足關鍵客戶的需求,    開發耗材後續產品,重新概念化產品市場)與核心產品之績效之關係,有正向調變   的作用。 關鍵詞:相鄰擴張的方法、細化客戶、重新概念化的產品市場、有價值的資源、 稀有的資源、資源基礎觀點、核心產品之績效。

並列摘要


When the firm is seeking for expanding opportunities, adjacency expansion is a superior choice regarding success rate and financial investment returns. However, the literature research was focused on adjacency expansion approach itself. The main purpose of these approaches are further expanding the core products or businesses to different customer segment and various applications, further to expanding market scales. It was lack of focus or explored when performing an adjacency expansion strategy; from resource-based view of how to enable the firm to have a sustainable competitive advantage. This would be this study major focus and concentrate area. The main purpose of this study was to develop a conceptual research framework, to further explore, when implementing adjacency expansion strategy, there were two important factors from resource-based view, play a crucial role for moderating the relationship between core product performance and adjacency expansion strategy with positively influences. Base on this framework, an empirical longitudinal study on Hewlett-Packard Co. imaging and printing group (IPG) business unit in 1984—2000 period. To investigate when IPG business unit implementing the adjacency expansion strategy, with the two crucial factors (i.e. valuable and rare resources) positively influence to achieve IPG core products outstanding product performance, the remarkable annual average growth rate was 32 percent. This study based on the conceptual research framework, and related research literatures. Further observed the results of this study’s findings, to develop the six propositions which were supported by this study, as follows: 1) The more the customer segment is refined, the more core product performance improves; 2) The more technology meets key customer needs, the more core product performance improves; 3) The more consumable and follow on products are developed, the more core product performance improves; 4) The more the core product marketplace is re-conceptualized, the more core product performance improves; 5a) Valuable resources positively moderate the relationship between core product performance and the characteristics of adjacency expansion, including the core product of refining customer segment, meeting customer needs, developing consumables, follow on products, and re-conceptualizing products marketplace; 5b) Rare resources positively moderate the relationship between core product performance and the characteristics of adjacency expansion, including the core product of refining customer segment, meeting customer needs, developing consumables, follow on products, and re-conceptualizing products marketplace. Keywords: adjacency expansion approach, refine customer, re-conceptualizing product marketplace, valuable resources, rare resources, resource-based view, Core product performance.

參考文獻


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