地區多元化泛指企業營運的地理移動，包含了國內與國際間的移動，當地理移動跨越了國界，則一般稱之為國際化。本研究透過價值單元在各地區間的分佈或佈局來分析企業的地區多元化策略，而價值單元除了一般所說的價值活動之外，尚包括企業所擁有具有策略意義的一些資產以及最終產品。 而各個價值單元應在哪些地區進行，應該集中或分散進行，在本研究當中均透過地區多元化的策略構想來加以分析。而根據本研究的結果發現企業在考慮地區多元化時，往往會有多重的策略構想，且各公司每一個地區的策略構想將決定該地區所從事的主要價值單元，但各地區間的策略構想亦會交互影響各地價值單元的組合。 此外，透過產業的比較發現產業特性會影響企業地區多元化策略構想與價值單元的佈局以及企業地區多元化所面臨的介面問題與解決方式。

Internet相關的議題已成為近來的人們話題之一，隨著愈來愈多的Internet商業化應用，新的Internet技術與標準也迅速的出現，擴展Internet應用的企業流程設計亦吸引了各種產業的注意。這個趨勢促使愈來愈多的公司開始深思Internet應用對價值活動、企業價值鏈以及在整個價值系統中扮演的角色可能產生的影響。 本研究藉由不同的Internet商業應用來探討方面的影響以及這些應用滲入企業活動的程度，其中本研究中所謂的網際網路應用包含Internet、Intranet、Extranet三者；在探討價值鏈受到的影響方面，則分為價值鏈主要活動、價值鏈支援活動以及價值系統幾部分來作探討。 主要的資料收集方式是藉由對台灣地區八家企業的資訊主管作深入訪談；而資料分析方式則是比較每家公司採用Internet應用前後在價值活動的變化，並審視每家公司在價值系統中角色的改變。本研究提出十個命題來描述不同型態的應用如何幫助形成新的價值活動，以及價值鏈與價值系統角色的扮演所受到的影響。此外，研究結果也發現政府搖擺不定的政策與網路安全為Internet商業化應用成長上最大的阻礙。 / New Internet technologies and standards have emerged rapidly with the increasing Internet applications in business. Business Process designs whichexplorre the opportunities that internet applications offer has alsoattracted much attention among all types of industries. This trend has encouraged more and more firms to ponder the potential impact of Internetapplications on a firm's value chain, value activities, and also its rolein the whole value system. This paper attempts to investigate this impact by identifying the various categories of Internet business applications and the extent these applications penetrate the operation of business. Primary data are collected by in-depth interviews with information managers of eight firms in Taiwan, R.O.C. Data analysis includes comparing the value activities of each firms before and after the adoption of Internet applications, examining how the value chain and the firm's role in the value system change. The relationships between some characteristics of the firms and the extent of Internet business applicationsare determined. Ten propositions are offered to describe how different types of applications help shaping new value activities, value chains, and the roles in value systems. This research also discovers that the uncertainty of Government regulations and the lack of Internet security features are two mainstumbling blocks in the growth of Internet business applications.

資源與能力薄弱的新興國小型後進廠商，為何能超越歐美先進廠商搶佔新興市場？在此研究動機之下，本研究透過質性研究之紮根理論，利用次級資料、廠商訪談、通路觀察等方法，收集產業體系、創新平台、經營環境等背景因素，以及產品/廠商定義、競爭優勢、創新特性、廠商樣貌等資料，解析中國手機產業之山寨廠商創新模式，並經由汽車、筆記型電腦等跨產業應用個案之對照，藉以延伸從創新獲利（Profit from Innovation）、顛覆式創新（Disruptive Innovation）、後進廠商（Late Entrant）的理論架構，作為新興國家後進廠商發展創新事業模式的思考架構。 本研究發現：山寨模式能迅速、持續地佔有新興市場，關鍵在於價值活動重組、垂直聯盟、市場試驗。首先，透過「重組價值活動」，在既有產業體系的邊陲地帶建構獨特的價值網絡，以提升市場反應速度、塑造成本優勢、調適不同作業流程。其次，在爭取生存空間的前提下，各自發揮核心能力，合力建構共同創新的「垂直聯盟」，彌補自身資源、能力的不足，並分散技術、市場風險，與機動形塑組織樣貌。再者，透過多樣化、高性價比、快速反應市場的產品，進行「市場試驗」，從動態、模糊的利基市場出發，逐步前進主流市場。 / Why the overall market shares of international companies in the Chinese market dropped from over 90% in 2000 to under 50% due to competitions from local brands and Shanzhai phones? Why Nokia, the company that dominates the Chinese and Indian mobile phone markets has a 60% market share in India, but less than 30% in China? The key to this difference lies in differences in degree of industrial system development, resulting in varied market competition conditions. In recent years, through the “simplicity/reduction/ frugality” Shanzhai model, small local companies have dominated the local market and replaced the local brands under active government promotion. The products have been exported to India, Southeast Asia, and other emerging markets, making MediaTek Inc. one of the world’s top 5 IC design companies as well as the rapid development of the “Shanzhai model” in other sectors. Many firms now attach great importance to the challenges and underlying business opportunities ahead. The Government in Mainland China even changed from initially rejecting the idea into positioning it as the “primary innovation” for underdeveloped countries. So, is “Shanzhai Model” a speculative bubble from the underground economy of the emerging markets or is it a unique and innovative business model or a competitor that deserves firms’ attention? Most people raise questions over its sustainable business development from perspectives of copying, illegality, and hit-and-run. However, for more than four years since its development (specifically since the emergence of Shanzhai phones in the Chinese mobile phone market in 2005), there has been considerable increase in growth and market share (i.e., over 30% market share in 2008). In view of some firms’ successful transformation into the leading local brands (such as Tianyu, Beijing), interdisciplinary development (T.V., notebook computer, automobile, T.V. programs), etc., by analyzing the innovations in development strategies will perhaps help solve the puzzle of their competitiveness. The Shanzhai model is defined as “The flexible use of capabilities and resources in and outside the organization not bound by organizational boundaries through industrial vertical alliance of new firms in emerging countries. In consideration to Price-to-Performance Ratio, in order to reduce costs and enhance the target of customer value perception, accept or reject product features freely, quality (lifespan, safety), intellectual property, brand, taxes, and breakthroughs in consumer income, region, and time. Moreover, through consumer information feedback, products are quickly adjusted to meet consumer needs, surpass advanced American and European firms, gain entry in the “good-enough segment” market, and in turn create revenues. In view of the practical implications, this study is expected to shape two dimensions including the capability of the “Price-to-Performance Ratio” in reducing costs and the speed of market response through interviews with middle stream and downstream mobile phone, automobile, and notebook PC firms in the Greater China Region in order to analyze the strategic alliance underneath Shanzhai firms in Mainland China and the possibility of long-term survival. Theoretically, the literature reviews cover firms with abundant resources and capabilities in process innovation and complementary assets according to Christensen and Rosenbloom. Based on the value network perspective, although first movers with inferior technology defeat the leading firms that chose the existing major clients over the opportunity to invest in the latest technology and the late-entrants succeeded at the expense of the established firms. Therefore, the focus lies in resolving the established firms’ management agendas in response to disrupted innovation while research cases and the late-entrants’ framework of thought are relatively scarce. Therefore, the innovative business model for late-entrants of emerging countries shall serve as basis in exploring the late-entrants with scarce resources and capabilities and how they surpass the first movers in the emerging market. The vertical strategic alliance framework will be elaborated. The key to the first movers’ success is further discussed as basis for the late-entrants’ framework of thought in the innovative business model. The existing literature generally attributes the success of attackers to the failure of first movers. First movers’ failure to cultivate process capabilities (Abernathy & Utterback, 1978, 2004), inability to secure technological appropriability, lack of complementary assets required for commercialization (Teece, 1986, 2006), restrictions of sunk costs (Richard A. D‘Aveni, 1994), or limitations in investment decision making due to considerations of the existing mainstream customers (Christensen & Rosenbloom, 1995) gave the attackers the chance to flourish. Although we know the reasons that contribute to the first movers’ failure, we are unable to find out the secret to the innovative attackers’ success. Just as Jacobides, Knudsen and Augier (2006) mentioned, in order for firms to derive profits, other than taking appropriability of value into consideration, the creation of value is also worth noting. Also, Teece et al. (1997) believe that in terms of privately owned resource creation, discovering new opportunities and efficient and effective organization to seize the opportunities are of fundamental importance rather than engaging in strategies that cause competitors to lose balance or increase costs, or barricading newcomers. In order for attackers to surpass the first movers, it takes more than beating the opponent that has made mistakes in the competition; it is the innovative business model that has created higher values for the customers. Therefore, in order to find answers to the outcomes, we must first review what mistakes the first mover has made and analyze what the attacker has done right. In addition, Teece’s PFI (1986, 2006), Christensen’s disruptive innovation (1995, 1997, 2003, 2004), and the victory of attackers’ in emerging countries and related literature mostly focus on the organizational level rather than analysis on industrial level. Most of them interpret the success of the attackers from the internal organization perspectives. And analysis on attackers’ good use of the industrial system despite their lack of resources and capabilities is not much covered. Although the Shanzhai model has been under development for a very long time, the real concern for all fields originated from China’s mobile phone industry.Shanzhai firms of mobile phones, automobiles, and notebook computers in China have been selected as the study objects. The main purpose of this study is to explore the late-entrants in emerging countries that are seemingly counterfeiting and lack innovation by analyzing the development strategies of Shanzhai firms in mobile phone, automobile, and notebook computer sectors in Mainland China and the reason why they grow year after year. Since analysis on the development of the underground economies of developing countries is involved, in the absence of credible information, the study has established its research validity through three different data. First of all, secondary data, media reports, and related reports of companies and research units were collected to gain a preliminary understanding of the industrial environment, market development status, and strategies and actions of firms. Secondly, in order to overcome factors such as Shanzhai firms’ covert action, concealed information, and differed strategic types, and avoidance of information from single source that result in “taking a part for the whole” and bias, the researcher scheduled interviews in Beijing, Shanghai, and Shenzhen China for a period of one week to half a month in Auguest 2006, June 2007, September 2008, November 2008, September 2009, and October 2009 and non-structural interviews by telephone interview. Presidents GMs, R and D vice presidents, business vice presidents, and marketing managers of 55 enterprises and units including 94 component manufacturers, design centers, assembly manufacturers, retailers, think tanks, and private equity firms were interviewed (136 interviews). In terms of analysis, this study focuses on industry in order to enhance the practical application value.In data analysis, we used the grounded theory techniques, and through three steps of analysis focusing on market competition dynamics, relative competitive advantage and innovative model respectively, we gradually uncovered the phenomenon and reasons why Shanzhai firms can build a strong presence in the emerging market. In view of Shanzhai firms’ innovative model of mobile phones, notebook computers and automobiles in China, three keys are summarized including: value activity restructuring, vertical alliance and market testing. (1)Value Activity Restructuring Due to failure to smoothly enter the global production network dominated by U.S. and European first-movers, the Shanzhai firms constructed a unique value network at border areas of industries through value-activity restructuring by using the industries’ existing infrastructure, gathering other industrial minority firms and expanding operation scope to make up for partners’ lack of capability. (2)Vertical Alliance Contrary to the global production networks under the dominance of U.S. and European firms., Shanzhai firms survived by means of their core abilities and collaborated to build a common innovation platform to make up for their own lack of resources and capacity. (3)Market Testing To conduct market testing of their highly diverse, high performance-price products to respond quickly to market changes, Shanzhai firms started in dynamic and ambiguous niche markets which first movers typically ignored to gradually move to the mainstream market. In exploring the process and the influencing factors of the dynamic reorganization of Shanzhai firms’ value activities, this study may compensate for the lack of business model in Teece’s PFI structure on the relatively static description of complementary assets. Moving the focus from technology to business model, this study, besides supporting the Christensen’s value network and disruptive innovation viewpoint, replaces the traditional and rigid market prediction model or reliance on business leaders’ wisdom by exploring the emerging dynamic markets by launching a range of high performance-price products to test the market and respond to market changes. Meanwhile, the study of the innovative business model of attackers in emerging countries adds another perspective to first movers’ failure stressed by Teece and Christensen. According to research by Bhattacharya & Michael (2008), Zeng & Williamson (2008), and Kim (1997) that focused on scientific and technological imitation, innovation strategies, and innovative types of less advanced countries’ late-entrants, this study suggests that manufacturers with weak resources and capabilities utilize the existing industrial system and build an innovation platform of the unique value proposition to create competitiveness through integration. It is found in this study that due to diverse industry features, the same innovation model may face different challenges in cross-industry applications. As most existing research work focuses discussions on the firm- or national level, this study suggests researchers ponder on the industry level related research.

對台灣的企業而言，全球貿易從來不是新鮮的事。台灣企業早已面對全球市場、參與全球競爭。但是在這些行業中的台商能否稱為全球化的公司或是具有全球化組織架構的跨國公司呢？這恐怕是有爭議的。對許多西方多國公司而言，它們的業務範圍早已分佈於世界各地。他們所思考的是如何強化現有的組織架構、善用全球搜尋能力，進而擴大規模經濟效益、增強全球競爭能力使企業轉型為全球化的組織。這個議題是從20世紀末期一直到今天都不曾停止的。 多國公司所關注的問題已經不再是如何由本土市場進軍國際市場，或是如何面對國際競爭的問題。它們關注的問題是如何在全球據點對價值鏈中的各項價值活動做合理的配置，使得企業的效益能夠充分發揮，同時藉著部門間的協調和整合來提升組織的效率和效能而成為真正全球化的企業組織，進而掌握全球市場。 在這些多國公司全球化的過程中，不但要整合所有的價值活動，更要適當的配置這些價值活動，將它們佈置在最適合的地點，以發揮全球組織架構的優勢。而這個全球組織架構的建立與運作不但是前所未見的企業行為，更是多國公司全球化的創舉。因此，吾人希望藉著其中某大石化公司全球化的過程與經驗，了解他們是如何進行全球化的組織轉型，找出其中的關鍵成功因素及達成全球化組織轉型的作法，以供國內企業之借鏡與參考。同時吾人亦將以整合─回應架構理論針對價值鏈中國際行銷管理因公司組織全球化而做的改變加以探討。此外，亦希望藉此案例瞭解多國公司除了改造作業流程、進行組織轉型、以降低成本及提高組織效率之外，也盼望能了解多國公司如何進行全球組織的知識管理來累積經驗曲線,增進創新能力。 吾人希望藉此研究了解： <1>多國公司是如何由區域型組織(以亞洲為例)轉型為全球化的組織？ <2>多國公司(MNCs)在轉型為全球化組織時，國際行銷之“整合-回應”架構的差異為何？ 本研究共計分為五章，第一章敘述研究背景與動機、研究問題與目的和研究流程；第二章則探討多國公司之改革與發展、多國公司之策略與類型、 多國公司整合─回應架構之應用和多國公司子公司之策略性角色；第三章提出初步研究架構、個案研究法和研究限制。第四章為個案背景與分析、第一節將先描述個案所面臨的全球環境、然後針對個案A1事業部所處的產業環境和顧客加以分析、並運用Porter五力分析了解A1事業部的產業競爭優勢。第二節將探討全球策略下的組織轉型及全球化的組織架構。接著在第三節詳述如何由國際區域型組織轉型為全球化組織，並以個案的全球化專案小組為例，說明如何成立專案小組、選擇成員、建立新的資訊平台與作業系統、和相關部門溝通到系統建構完成與測試計劃的擬定。第四節則以A1事業部為例，比較原有的組織架構和全球化組織架構的差異，同時將論及全球化企業中最重要組織控管原則，然後聚焦於國際行銷管理的4P、新產品開發及知識管理，最後希望能歸納出多國公司全球化的主要步驟和關鍵成功因素。第五章為結論與建議。 由本個案可歸納出，多國公司由區域型組織轉型為全球化的組織時，其主要作法如下： 1. 由全球最高管理階層召集高階主管組成全球組織轉型專案小組 2. 根據企業所處全球競爭環境擬訂全球策略並設計全球組織架構 3. 依據全球策略及組織架構擬訂作業流程並選擇全球資訊平台與作業系統 4. 由全球最高管理階層發佈並說明企業面對之環境及公司未來目標和願景 5. 選擇適當人員組成區域專案小組，負責推動組織轉型 6. 訓練區域專案小組成員熟習全球資訊平台與作業系統，並依照此系統設計業務準則 7. 建構全球資訊平台與作業系統、進行數據轉換 8. 全球資訊平台與作業系統之测試與評估 9. 定期向全公司溝通“全球化”之進度 10. 定義全球企業組織之職務及權責(Role & Responsibilities) 11. 進行組織轉型、人事調整，區域型組織轉型為全球化組織 12. 發佈全球化組織的業務準則及作業流程 13. 定期追蹤組織績效，蒐集客戶和基層人員反映，以供修正業務準則及作業流程參考 同時吾人亦可由本個案的知多國公司(MNCs)達成全球化的關鍵成功因素為： 1. 企業最高級主管的願景(Vision)及意志力； 2. 足夠的財力以建立、維護並更新全球作業系統； 3. 具跨文化管理經驗及能力的管理團隊； 4. 良好的業務準則及管理系統； 5. 遵守業務準則的企業文化； 6. 全球一致的企業語言及價值觀； 7. 跨業務單位的協調機制； 8. 定期反饋市場情況的能力； 9. 與時俱進的國際人力資源管理制度。 以本個案而言，全球化組織架構可以幫助提升多國公司的知識管理能力，但是卻對企業創新能力的助益不大，甚至因為全球作業系統的標準化、流程的簡單化、決策的極權化以至於對地區客戶的反應能力降低進而導致創新能力的減弱。然而，一旦全球企業觀察到世界各地市場對產品的共同需求並且決定投入資源去掌握此機會時，則其所發揮的能力和速度將會遠勝過區域型的多國公司。同時因為具有全球資源、網絡和市場，使得全球企業能夠有足夠的經濟規模從事較耗費資源的、革命性的產品創新工作。 另一方面，由於全球企業的資訊網路連結和跨區域的事業部組織架構，使得某地區的最佳典範能夠快速的轉移、複製到全球各地，領先競爭者、取得市場先機，更能夠因此快速的建立全球企業的經驗曲線。因此，以同一企業而言，全球化的知識管理能力將優於區域型組織。此知識管理能力可能較偏向於既有產品開發的成功經驗轉移而非新產品的創新，或是有關改進生產及組織管理效率的作法。 根據本個案的研究，吾人對台灣的企業建議如下： 1. 企業全球化之前必須了解各子公司所在地的法律以確保子公司及全球總公司所做的任何交易和投資都符合當地法律，避免誤蹈法網。同時對各地的法律的瞭解亦可保護公司資產、取得較佳稅率以增進獲利能力。 2. 全球化的第一個步驟就是企業管理的制度化、標準化、透明化和正式化。而企業控管能力的強化更是不可或缺的條件。台灣企業雖然已逐步邁向國際化但是除了少數大型企業以良好的制度管理公司以外，大部分的企業依舊有較大的改善空間。 3. 全球企業管理系統的建立可以提供全球子公司共同的作業平台和全球連結的管理系統，然而如何在此龐大的系統中注入適當的彈性以滿足地區市場和客戶的需求是組織全球化之前必須仔細考量的問題。 4. MEGA 公司對知識管理的重視和如何建立一個有效的全球知識管理系統足以作為台灣企業的借鏡。企業領導人必須重視知識管理並且全力推動。全球知識經驗的累積和分享將可協助企業成為學習型的組織。 5. 企業全球化需要及早儲備國際化的人才、培養多國公司語言〈英語〉,並加強書面溝通的能力。台灣企業在本身人才不足的情形下可考慮引進外國人才以加速國際化的腳步。 對後續研究的建議： 1. 本研究並未取得MEGA化學公司轉型前後之財務報告及進行全球化轉型所投入之經費，故無法以量化呈現研究結果。日後相關研究若能取得量化資料，將可從另一角度分析全球化的效益以供業界參考。 2. MEGA化學公司全球化之後，並未對跨全球事業部的業務進行探討，如何處理這些業務是全球化企業的另一挑戰，爾後應可針對此議題加以研究。 3. 支援性的價值活動(Support Activities)在全球化企業中扮演著非常重要的角色，幕僚單位(FunctionalGroups)如何在全球化組織中運作及發揮功能、其效能在組織轉型前後之比較是可研究的另一題目。 4. 本研究並未對組織全球化的缺點詳細探討，日後或可針對全球化的缺點及改善的對策深入研究。 5. 本研究以MEGA 公司的亞洲分公司為研究對象，歐、美分公司對組織全球化反應及變革管理的作法可能不同，此題目可為日後研究的方向之一。 / Globalization is a term widely used by almost all the enterprises in the world. It is also a challenge to most of companies and even individuals in the 21st century. How to transform from regional structure to global organization is a common challenge for all the multinational companies (MNCs) nowadays as they already have affiliates doing business in different part of the worlds and can access all kinds of resources easily. MNCs major concern is how to allocate their value activities in appropriate locations so that its maximum efficiency can be achieved, in the mean time its effectiveness can also be improved through delicate coordination and integration among the value activities. They are thinking how to strengthen existing organization through globalization, and capitalize their global accessibility to further expand scales of economy in order to become an organization with global competitiveness in the world market. This study is to understand how a MNC transformed from regional structure to global organization through observation of the real case of a major American petrochemical company. Hopefully it can help identify key success factors, provide major procedures and share the learning of global organization transformation to parties interested. Apart from the above mentioned, the study used the Integration- -Responsiveness Framework to evaluate the efficiency and effectiveness of the value activity of International Marketing and Sales before and after organization change. Knowledge Management in the two different organization structures is another subject will also be briefly discussed in this study. The study once again confirms that globalization will help company increase competitiveness and achieve better financial results in the short term, but it will also become less responsive to local customers and markets due to centralized decision making process, which may hurt long term growth opportunity for certain industries. However, for a petrochemical company, the drawbacks of globalization may not really affect them as they have stronger bargaining power in the world where natural resource is getting less every day. Another issue really concerns the company is the reduced communication among different business units , it becomes a silo for almost every business unit as people only care and focus on things really matter to them. How to improve and enhance communication among business units and assign workforce to manage things not belong to a single business unit is anther challenge to be tackled. Since the study focused mainly on the organization transformation in Asia, it would be good if people can do further study based on the observation in other regions, across the business units, or focus on the drawbacks of globalization.

身為供應商，服務一個開始國際化的客戶是其企業成長的重要契機，為了因應客戶海外設廠，廠商面臨不得不跨出母國市場的壓力。臺灣過去是全球許多資訊產品的生產重鎮，但近年來許多廠商開始進行海外直接投資，將生產線移至亞洲(如中國大陸、越南等)、北美(墨西哥)或歐洲(捷克)等國家，臺灣的供應商開始感受到客戶外移的壓力，中心廠將生產基地外移，連帶促使其上游產業也陸續跟隨其客戶至一起至海外進行投資，在考量組織資源與客戶服務的天平上，供應商在此議題必須做出重要的抉擇。是該在當地設立完整價值活動的子公司，還是以出口方式來服務？是否存在其它折衷的策略選項？不跟隨客戶進行國際化，可能因無法維繫買賣關係而喪失該客戶，跟隨客戶國際化，又面臨到環境的不確定性及跨國營運的挑戰，企業需要尋求可以兼顧客戶關係與維持原有優勢的營運方式，同樣面臨客戶在海外設廠的情境，為何供應商在價值活動的國際化上會有不同的決策？對於製造業的供應商而言，營運活動之佈局尚未獲得完整解答，因此，本論文探討之研究問題包括：(一)當母國客戶在海外設立製造據點時，供應商的國際化跟隨策略為何？(二)當母國客戶在海外設立製造據點時，供應商價值活動的跟隨決策受到哪些因素的影響？ 本研究以供應商為研究對象，與客戶接觸之價值活動為分析單位，針對研究問題一，透過個案研究，本研究探究國際化跟隨策略之內涵，發現「價值活動之地理位置」與「價值活動之決策權」為跟隨策略之兩個重要構面。針對研究問題二，透過問卷調查，本研究證實跟隨決策之影響因素：供應商對客戶的依賴關係會增加供應商決策權外移程度；供應商內部作業鑲嵌程度愈高時會促使廠商採取價值活動留在母國；客戶集權程度愈高時，供應商之價值活動與決策權均傾向留在母國；價值活動與客戶海外據點之知識與決策鑲嵌程度，會促使供應商將價值活動與決策權均移往地主國。 本研究從個案資料及組織間關係的依賴、同形及鑲嵌觀點等理論觀點，以供應商之主要客戶海外設廠為主要研究情境，探討供應商之國際化跟隨策略內涵與影響因素，並進行理論意義與實務意涵之討論。 / As a supplier, serving an international customer is a key opportunity of growth. Taiwan was a major manufacturing country of many electronic products in the world in the past. But in recent years, many firms, for cost or service concern, start to move their production lines to China, Vietnam, Mexico, Czech Republic, etc. The suppliers of these firms face pressures from customer migrations. By exporting to serve the customer in the host country, the buyer-seller relationship can not be well-kept. By Setting up a completed value activities subsidiary, the suppler face the uncertainties and challenges of cross-border operations. To or not to go, it’s an important decision the supplier must make. Furthermore, facing the same situation, customer’s FDI, why firms chose different strategies？ This paper considers both inter and intro organizational interactions to discuss this issue. Two research questions are investigated. First, to quickly respond to the key customer’s demand in the host country, what is supplier’s customer-driven internationalization strategy? Second, what factors would affect supplier’s customer-driven internationalization strategy. In other words, this research aims to explore the influential factors abut a supplier’s internationalization strategies to service home customer’s demand in the host country. This study takes the view of a supplier, who faces the key customer set up manufacture unit in host country. In order to explore the issues, this study adopted two study researches. At first, this study took 7 case studies form 6 companies to confirm the decision dimensions of internationalization strategies. We found that the locations of activities and the degree of decision power are two important dimensions of supplier’s internationalization strategies. Secondly, according to survey results from 103 suppliers in Taiwan, the findings include below. (1) Positive relationship between suppliers’ dependency and decision power in the host country. (2) The higher internal-embeddedness of the activities, the higher possibilities the location of the activities would located in the home country. (3) Negative relationship between customer’s decision centrality and decision power in the host country. Also negative relationship between customer’s decision centrality and the possibility the location of the activity would located in the home country. (4) The higher external-embeddedness of the activity, the higher possibilities the location of the activity would located in the host country. Also positive relationship between external-embeddedness and decision power in the host country.

2007年6月，華碩電腦發表Eee PC精簡式筆記型電腦，此創新產品俟後由臺灣資訊工業策進會市場情報中心（MIC）統稱為精簡型小筆電，簡稱小筆電，英文名稱則採用美商英代爾對於這款產品的統稱：Netbook。 Eee PC所設定的目標市場著眼於消費性市場，將產品定位於已開發國家使用者的第二臺電腦以及開發中國家使用者的第一臺電腦。產品上市後掀起銷售高潮，由於小筆電的加入，筆記型電腦在2008年第三季出貨量首度超越桌上型電腦，比先前2007年預估提早兩年，Eee PC因而被譽為臺灣電腦廠商價值創新的一大步。 本研究主要的探討問題有四：核心技術能耐發展策略對於產品創新的影響為何？ 品牌與ODM廠商在創新產品開發上的合作與分工為何？ 品牌廠商因應競爭者之破壞性創新的作法為何？ 核心技術能耐為基礎的產品創新在市場上所需具備的成功條件為何？ 在研究設計上以策略與組織、技術、市場三構面做為主要分析架構。策略與組織構面由領導者企圖心、核心競爭優勢、企業文化、組織架構、企業網絡定位等變項構成；技術構面上由產品研發經驗、內部知識傳遞、外部資源網絡、產品開發管理等變項構成；市場構面由品牌效益、顧客需求、產品行銷、產業合作網絡等變項組成用以探討對於破壞性創新產品構思及開發階段的影響。研究方法上採用「個案研究法」，以領導廠商華碩與宏碁為研究對象。在資料上透過企業訪談與次級資料蒐集的方式來了解個案公司在創新產品的發展過程，並結合核心競爭力、產業價值鏈、破壞性創新、新產品開發程序、吸收能耐與知識傳遞、技術面競爭策略等學理加以分析，本研究所獲得的研究發現如下： 一．建立核心競爭能耐的方向及重點決定了企業在產業價值鏈的位置與所從事的價值活動。 二．企業基於核心技術能耐發展策略而對產品創新方向做出技術領導者與技術追隨者的不同策略選擇。技術領導者著重產品的破壞性創新設計，技術追隨者著重於產品成熟技術的市場性。 三．品牌廠商與ODM的研發製造合作關係上，考量中心點在於顧客對企業的認知價值。品牌廠商並以平均分配（Allocation）與相互制衡（Leverage）為策略，取得各家資源之長為己用。 四．設計代工廠從OEM經營模式進入ODM經營模式，在逐步接手研發價值活動後，ODM設計製造廠開始投入自主研發，成為個人電腦產品技術提供者。但在缺乏通路品牌下，所創造的產品創新價值只能透過品牌廠技術採用將創新價值傳達至消費者。 五．企業發展破壞性創新產品時，原價值網絡上具產業主導地位的供應商透過關鍵技術的掌握，並經由品牌行銷掌握終端使用者，形成不易突破的慣性，對於廠商產品創新產生鉗制作用。 六．企業發展破壞性創新產品若無法取得市場客戶對產品的價值認同，則雖有技術成就，但難以成為產品的競爭優勢。 七．企業在發展破壞性創新產品過程中，若缺乏行銷業務部門參與，將可能造成產品上市後的市場資訊掌握失準。 八．破壞性創新產品所設定於原價值網絡的目標市場，往往因為高科技產業的不確定性因素，在實際執行時意外產生新應用，產品因而進入新價值網絡的新市場。 九．破壞性創新產品進入新市場時不確定因素多，廠商因需求不易掌握而經常發生嘗試錯誤的探索行為，但市場晚入者觀察先驅者經驗，往往能立即掌握正確資訊而迅速反應市場需求。 十．企業發展破壞性創新產品，若未造成有效技術差距，技術領導者與市場先驅者將不易維持首動者優勢。技術追隨者與市場晚入者藉由學習領導者經驗將有機會快速超越。 本研究最後並提出一些實務上建議，以做為產業界發展核心技術能耐策略與發展破壞性創新產品的參考。 / In June, 2007, Asus Computer announced her Eee PC in Computex Taipei, Taiwan International Computer Exhibition. The simplified notebook then named “Netbook” due to its lightweight design and focused internet application. Eee PC was aimed on consumer market of developed countries, targeted as “Secondary Computer” for existing computer users, as well as first computer to the user of the developing world, the name “Eee” derives from "the three Es", an abbreviation of its advertising slogan for the device: "Easy to learn, Easy to work, Easy to play". By third quarter of 2008, notebook shipped quantity including netbook, had exceeded desktop computer, two years advance from prior market research report’s estimation made before netbook product rollout in 2007. Eee PC was praised as stride-out of value innovation of Taiwan computer industry. Problem discoveries and definitions in this research are: first of all, what is the influence of core technology development strategy toward product innovation? Second, how brand owner works with ODM suppliers on innovative product development? Third, how brand owner reacts to disruptive innovation? Last, what are market successful factors of an innovative product which based on core technology competence? Analysis framework of this research consists of three aspects: strategy and organization, technology, marketing. As an exploratory study, research design is qualitative research and case study over certain firms: Asus and Acer, with 90% market shares of netbook in year 2008. For data gathering, primary data came from interviews to firms’ management team members, specifically R&D and PM Directors, secondary data studies came from varies sources: research reports, annual reports, and so on. To explore the influence of core technology competence toward product innovation in idea generation and product development stage, study of related theories in advance is necessary: core competence, value chain, disruptive innovation, new product development procedure, absorptive capability, knowledge transmission, and competitive strategy of technology. Discoveries of this research are: 1.Direction and focus of establishing core competence decides the firm’s position in value chain and the value activities firm engaged. 2.Core technology competence development strategy directs firm’s choice of technology leader or follower, leader focuses on innovative product design, follower focuses on mature technology’s market taking. 3.Customers perceive value is the key consideration that brand owners work with ODM suppliers. “Allocation and Leverage” are strategy that brand owners manage multiple ODM suppliers. 4.From OEM to ODM business model, ODM firms start to develop own independent research projects, this trend leads ODM to be technology supplier in foreseeable future. But, research results can only go through brand owners to consumer market. 5.Key technology suppliers of existing value network will obstruct disruptive innovation products through market’s inertia. 6.Technology based innovative products can’t have competitive advantage in the market without customer’s perceive value. 7.Sales marketing team’s participation is important for disruptive innovation during product development stage. 8.Unexpected new value network will emerge due to uncertainty of high-tech industry, new application out of target market leads to new value network which is different from existing one. 9.Pioneer frequently tries and error for disruptive innovation product due to uncertainty of market, late entrant learned from pioneer’s experience, and react to market demand efficiently. 10.Innovative product without technology gap, firm can’t maintain first mover advantage too long, technology follower have chance to transcend in short period. Conclusions of this research are summarized from above discoveries, and suggestions to industry firms made by this research can be reference to firms’ development strategy of core technology competence as well as product development of disruptive innovation.