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題名 | 動態能力對任務環境與通路演化之調節效果=The Moderating Effect of Dynamic Capabilities on the Relationship between Task Environment and Channel Evolution |
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作者姓名(中文) | 曾紀幸; 劉姿岑; | 書刊名 | 企業管理學報 |
卷期 | 91 2011.12[民100.12] |
頁次 | 頁1-31 |
分類號 | 494 |
關鍵詞 | 動態能力; 任務環境; 行銷通路; 自行車; Dynamic capabilities; Task environment; Marketing channels; Bicycle industry; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討環境與通路結構的配適關係,並應用動態能力理論,探討組織轉型成功的驅動力。過去有關動態能力之研究,大多為觀念性成是橫斷面的研究,有關縱斷面的動態能力之觀察尚不多見,因此本研究將以個案研究方法,對自行車業的通路演化、與資源能力變化做長期的比較分析。選擇自行車業為研究對象,主因在於自行車業者的通路演化與外部環境變遷息息相闕,而台灣的自行車產業從過去的代工、逐漸成功建立自有品牌,並在全世界佔有舉足輕重的地位,其成功經歷與動態能力的累積有關,故值得深入探討。自行車業者中,又以巨大機械(捷安特)與美利達的案例最具代表性,因此本研究以這兩家公司為研究對象。經實地訪問、資料分析與歸納後,本研究發現:任務環境不確定性會影響企業的行銷通路,當企業面臨任務環境不確定性越高,則企業傾向於建立多元的行銷通路模式。本研究亦發現企業歷年累積的資源亦會影響其未來之經營方向。最後,本研究發現動態能力具有影響環境與通路演化之間的關係之調節效果。換言之,若企業擁有較強的動態能力,可順利將過去累積的資源加以轉化並重新配置,使其更容易執行新策略。 |
英文摘要 | This research aimed to explore the fit relationship between environment and channel structure. Applying dynamic capabilities theory, this study probed the driving force of successful organization transforming. Most of dynamic capabilities relevant studies are conceptual or cross sectional research and are lack of longitudinal researches. Therefore, this research applied cases study to analyze the long term channel evolution and resources of bicycle industry. The main reason to choose bicycle industry is that its channel evolution is highly related to external environment changing. Taiwanese bicycle industry has been successful upgraded from OEM/ODM to OBM and has owned an important position in the world. The success of bicycle industry attributed to the accumulation of dynamic capabilities, so it is worth to further explore. Among these bicycle companies, Giant and Merida are the most representative firms. Therefore, this study selected these two companies as research cases. After interviewing, data collection and analyzing, this research found that the task environment uncertainty will affect firm's marketing channel structure. The more turbulent the task environment that firm faces, the more likely the firm will establish multiple marketing channels. This study also found that accumulation of firm's resources also will affect its future development. Finally, this study found that there are moderating effects of dynamic capabilities on the relationship between environment characteristics and marketing channel evolution. In other words, if firm had stronger dynamic capabilities, such as able to accumulated resources and then further reconfigure and transform those resources, then it could perform new strategies more smoothly. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。