An industry is constantly affected by its environment and the changes that occur within it. These environmental forces are the drivers of the industry’s evolution and throughout its life an industry undergoes irreversible transformations, which creates an industry life cycle. The competitive pressure on firms has increased the importance of developing competitive strategies throughout the industry’s life. This becomes especially important when the industry reaches the decline stage. There are different strategies that are suggested for firms to undertake in a declining industry. However, these strategies do not consider small and medium-sized enterprises, thus they might not be the most suitable for these firms to undertake. In addition, international activities have not been seen as a way to increase performance in a declining industry. The purpose of this study is therefore to fill this gap by investigating how small and medium-sized enterprises seek to increase their performance in a declining industry. To fulfil this purpose, we have conducted a qualitative case study of four SMEs currently operating in a declining industry. The empirical data was collected through interviews at each case company.The theoretical framework includes the theoretical concept of the industry life cycle, strategies specific for declining industries, theories regarding how firm chooses to compete, and different theories regarding international activities. The chapter ends with a theoretical synthesis that is developed from the theories presented earlier in the chapter. The empirical chapter presents the findings from the interviews with the case companies.In the analysis, the theoretical framework is connected to the empirical data, and is the basis for our conclusions. After conducting this study we can conclude that small and medium-sized enterprises seek to increase their performance by undertaking a niche strategy as their end-game strategy, compete with a differentiations strategy, and by a large scope of international markets, which enables them to shift their market focus from unbeneficial markets to more beneficial markets.

競爭策略的風潮，在80年代由Porter帶入了最高峰。但是隨著企業組織的 日漸龐大、區域整合的盛行和國家競爭的日趨激烈，使得合作策略成為組 織購併、內部成長及市場交易外另一種取得所需資源的策略性選擇。在合 作策略風起雲湧的同時，靜態和比較性靜態的合作理論已不足以去解釋合 作此一課題的重要性，其並無解釋合作在時間的變化下如何去演進，以及 如何去協調、轉變和終止。然而為了去解釋廠商間的合作關係如何去因應 環境之變化，動態理論是需要的。而產業生命週期理論是劃分動態演進的 工具之一，因此本研究以產業生命週期的觀點來觀察合作策略演進的情況 。本研究採用定性的個案研究法，透過文獻整理出與合作動機有關的環境 構面以及合作策略的構面，去觀察環保產業、ＩＣ產業、重電機業以及成 衣業中合作策略的演進情形，從而得到以下發現： 1.在不同的產業生命 週期階段，會有不同的風險、市場潛力及關鍵成功因素。 2.風險的高低 ，會影響到合作的結構程度、期間、依賴程度以及統治類型。 3.市場潛 力的大小，會影響到合作策略的方向。 4.合作策略的形態將會與產業之 關鍵成功因素相配合。 5.不同的產業生命週期階段，將適用不同的合作 策略。在策略涵義上，廠商應隨著產業生命週期的演進，調整自己的合作 策略，以因應風險、市場潛力以及關鍵成功因素的變化。合作是借力使力 的好方法，但是仍要謹慎使用，在有限的資源下選擇最適的合作策略，才 可以達到最佳的效果。

The aim of this thesis is to explore and analyse the development of the Swedish video and computer game industry. The main focus is on the Swedish game development industry. The research was conducted with two different methods. First with a macro approach where all Swedish game developers were identified and general data from the annual reports was collected. The second part is a case study with three Swedish game developing companies focusing on the production and development of the firms. The game industry has expanded and some of the successful games have generated spectacular revenues. In Sweden the industry has received attention from different actors like universities, government bodies and media. Yet little research has been done about the Swedish game industry. In general the game industry outside the larger videogame producing countries USA, Japan and the UK has been ignored to a large part in academic research. The first computer games were made for some of the very first computers in the 1940’s and 1950’s. In the 1970’s, a market for games was created when arcade machines and somewhat later home consoles were introduced. The industry has grown and today it includes some of the largest companies in the world. The Swedish industry follows the international pattern. Evidence suggests that the first Swedish games were created in the 1950’s at the large university computers. But a game developing industry seems to have developed a bit later than internationally when the first Swedish game companies were founded in the late 1980’s and early 1990’s. The Swedish industry entered an introduction phase from the middle of 1980’s, a couple of years after the introduction of personal computers, until the end of the 1990’s. An expansion phase started in 1998. The expansion was strong between 1998 to 2002 and 2006 to 2008. In 2008 the number of people employed in the industry had increased to over 1300. During the studied period the industry seems to have had constant problems making a profit. Especially in 2002 and 2003 the industry had economic problems and some of the larger companies went bankrupt. The distribution among the companies shows that the concentration within the industry is growing. A few companies have expanded rapidly and have well over a hundred employees. The industry is very gender segregated and the number of women working in the industry is under ten percent. To study the development on a micro level, three Swedish game developing companies were selected. The focus was the development and change in production and organisation. The structure of the industry seems to have been changing with the fast technical development. A more modular structure seems to be emerging within the industry. In a number of areas a modular system has emerged. It is possible to buy more parts and productions capacity on the market. It is possible to buy game engines and outsource motions-capture work to other specialized companies. The relation to game publishers seems to influence the companies and create uncertainty for the game developers when they do not own the rights to the intellectual properties. The three game developers also have a similar development being founded by computer interested young men wanting to pursuit their interest as a job. The Swedish subculture around the so called “demoscene” seems to have been a factor in the early development of the industry and a recruitment base for the early developers.

En analysant les évolutions récentes de l'industrie du médicament, cette thèse apporte de nouveaux éléments, théoriques et empiriques, sur les mécanismes de transformation des industries de hautes technologies. Nous cherchons à comprendre pourquoi l'introduction de discontinuités technologiques ne conduit pas forcément au changement de l'industrie, et comment la logique dominante peut être remise en question. Pour répondre à cette problématique, nous utilisons une approche qualitative. Nous interrogeons des experts de l'industrie du médicament, et analysons onze études de cas d'entreprises de biotechnologies et de bioinformatique. Notre première contribution théorique est de proposer le concept de logique dominante pour compléter les travaux sur le cycle de vie des industries. Nous argumentons que les discontinuités technologiques sont une condition nécessaire, mais pas suffisante, du changement de phase d'une industrie. Le concept de logique dominante permet de prendre en compte les schémas généraux de création et de capture de valeur qui contraignent la stratégie des firmes évoluant dans l'industrie. Notre seconde contribution théorique est d'identifier quatre mécanismes de remise en cause de la logique dominante d'une industrie :nouvelles propositions de valeur, alliances avec de grandes entreprises d'autres industries, orchestration de réseaux, et portefeuilles de business models. Notre troisième contribution est managériale. Nous proposons un outil de la conception de la stratégie d'entreprise afin d'articuler promesses et risques, moyen et long terme. Enfin, notre quatrième contribution s'adresse aux managers et dirigeants de l'industrie du médicament. Nous leur suggérons quatre pistes de réflexion pour concevoir la stratégie de leur entreprise. / In analyzing recent developments in the drug industry, this thesis brings new elements, both theoretical and empirical, on mechanisms for the transformation of high-technology industries. We seek to understand why the introduction of technological discontinuities does not necessarily lead to change in the industry and on how the dominant logic can be questioned. To address this problem, we used a qualitative approach. We interviewed drug industry experts, and analyzed eleven case studies of biotechnology and bioinformatics companies. Our first theoretical contribution is to propose the concept of dominant logic to complete research on industry life cycle, where we argue that technological discontinuities are a necessary, but not sufficient, condition to change the industry. The concept of dominant logic allows taking into account the general schemes of value creation and value capture that constrain the strategies of the firms that are in the industry. Our second theoretical contribution is to identify four mechanisms of challenge to the industry's dominant logic: new value propositions, alliances with large diversifying entrants, orchestration of networks, and portfolios of business models. Our third contribution is managerial. We offer a tool for the design of corporate strategy. This tool allows articulating promises and risks, medium and long term. Finally, our fourth contribution addresses managers and leaders of the drug industry. We suggest four ways of thinking about the design of their corporate strategies.

台灣位處於亞熱帶氣候，空調已成為家家戶戶必備使用的產品，而空調產品主要可以區分為三大市場，包含：家用市場、商用市場及大型中央空調市場。本研究主要從中央空調產業生命週期中探討該產業之領先者與追隨者在該市場上之銷售策略之分析，其探討議題如下： (一) 探討追隨者與領先者對該產業之生命週期看法 (二) 探討追隨者企業在該領域上如何與領先者競爭 本研究經由選擇台灣中央空調產業的兩家公司進行深度訪談，並就議題進行探討得到以下結論。領先者若無法有效的進行防禦以維持現有的市場占有率，其仍會受到其他競爭者的競爭而受影響，特別是當其他競爭者透過併購策略、上下游的垂直整合、產品線的水平整合等方式，讓本身內部資源與能力上的提升時，將會影響領先者在市場上地位。 / Taiwan is in a subtropical climate where air conditioning has become essential for every household product, and can be divided into three major markets, including: residential, commercial and central air conditioning market. This study focuses on the central air-conditioning industry life cycle in Taiwan to further explores the leaders and followers of the industry by the market sales strategy analysis. The discussion topics are as follows: (A) To explore the followers and leaders of the industry from life cycle’s perspective; (B) Explore how followers can compete with leaders in the industry. The study selected two companies in Taiwan's central air-conditioning industry to conduct in-depth interviews and discussed the issues to get the following conclusions. Leaders who are unable to effectively defend themselves to maintain their existing market share, will be affected by competition from other competitors, especially when other competitors go through the mergers and acquisitions, vertical integration of upstream and downstream, product line level integration and so on so that their own internal resources and ability to enhance, will affect the leader in the market position.

台灣高科技產業經過三十多年的發展，已累積了雄厚的資金與技 術基礎。而近日來由於政府政策的倡導與產品應用的擴展等緣故，使 得LED 產業成為當前最具未來發展潛力之產業。對於以投資在具有發 展潛力產業的創業投資公司來說，LED 相關之產業儼然成為投資首選 的目標。然而，台灣的創業投資事業的發展在2000 年達到高峰之後，近年來以日漸趨緩。雖然整體大環境表現不佳，但是其中仍不乏表現不錯的創業投資公司。本文以「源創管理顧問」為研究對象，以其投資於LED 產業為例，探討其創投經營之成功關鍵。研究發現，「股東人際網絡的運用」與「產業供應鏈的整合」為源創管理顧問最主要之核心要素。與其他創投公司相比，源創管理顧問除了投資標的公司以外，仍以股東之人際網路資源促進標的公司與上下游供應鏈之間的關係，一方面確保標的公司之穩定成長，另一方面也同時促進LED 產業之技術升級，以及加強與國外大廠之合作。以LED 產業國際分工的成效，以個案公司為例，本文建議台灣未來創業投資事業的發展也可採取國際分工的模式，如此一來除了可使創業投資公司處於有利優勢外，亦可完成其對於國家整體產業升級的使命。 / Taiwan High Tech Industry has developed for over thirty years and has amassed huge quantity of capital and technology knowledge. Due to government policies and product usage expansion in recent years, LED has become a highly potential industry. Therefore, venture capitalists are likely to lean towards investing in this industry due to its high growth rate. However, the development of venture capital has since slowed down upon reaching its peak in year 2000. Though most ventures did not perform well however, there were some that did well. The company studied in this thesis is InnoStream Consultancy Services. The study is to explore on their investment in the LED industry and the reasons for success. The study has discovered the usage of networking and integration of supply chain as the elements for the achievement. Different from the rest of industry, InnoStream made use of resources such as the network of its shareholders to foster the supply chain integration. As such, they managed to ensure steady growth of the company, development in their LED technology and strengthened in ties with overseas manufacturer. This study suggests international cooperation in the LED industry. Such a policy will improve the competitiveness of Taiwan’s LED industry in the global market, and result in industry upgrade.

進入Web2.0時代後，社群網站產業成長快速，從各大入口網站、部落格網站及社群網站業者所投入的程度來看，社群網站的確是目前極具發展前景的網路新興產業。但觀察目前現有的社群網站研究文獻，大多仍局限於探討社群網站使用者的使用動機、行為等等，對於社群網站的產業環境、廠商策略、行為與績效，以及服務機制的使用、應用創新程度缺乏有力的分析。故本研究藉由SCP產業分析模型來分析社群網站的產業狀況，以『結構—行為—績效』的架構來分析社群網站的產業結構、市場行為與經濟績效之間的關係，佐以產業五力分析理論及產業生命週期理論研究社群產業現況，據以歸納出社群產業的現況及社群網站廠商經營策略的關鍵成功因素，並對未來的社群網站提供建議。 本研究採質化及量化的研究方式。質化部份為分別對台灣主要的四家社群網站（Facebook、無名小站、痞客邦、優勢網）做個別研究，訪談相關資深人員，得出目前產業的現況及各家廠商的關鍵成功因素。量化部份則藉由蒐集問卷樣本資料，分析社群網站使用者的動機與行為、以及他們對於上述四家社群網站功能的偏好。 本研究結果發現，(1) 社群網站的經營模式多為建立一個網路平台，以網站的功能吸引使用者加入並增加黏著度，並以高流量吸引廣告收入，故社群網站一般不會對使用者收費。(2) 社群網站產業沒有傳統上所謂的供應商，與同業間也非傳統的競爭關係。因為使用者可同時使用多個社群網站，社群網站間的使用者也很有可能重複，所以社群網站間並非零和的競爭關係。現今多為互相串連合作，使更多使用者加入與增加停留時間，擴大產業的影響力。(3) 社群網站產業呈現大者通吃的現象，同一類型的社群網站只有前一兩家能夠生存。(4) 社群網站產業的進入門檻低，但新進入者必須有足夠的差異性與創新性才能成功。而現存的社群網站也必須不斷創新服務、提供新功能，才能保有領先地位不被淘汰。(5) 社群網站未來將持續著重於建立使用者之間的人際網路，讓彼此的訊息往來更加簡便迅速。 最後，本研究希望據以歸納出社群產業的環境狀況及各家具代表性的社群網站廠商的關鍵成功因素，並針對未來的社群網站廠商提供建議。 關鍵字：社群網站、SCP產業分析模型、Web2.0、產業五力分析、產業生命週期、關鍵成功因素 / In the Web2.0 era, the growth rate of social networking industry is so fast. The social networking sites are so potential businesses from the investments of major portals, blogs and social networking sites. Almost the thesis are studied the users’ behaviors and motivation’s factors. It’s so lack to study about the industry’s environment, the strategies, conducts, performances of social networking site business. So, this thesis wants to analysis the social networking industry by SCP model. And it wants to analysis the relationship of industry structure, conducts, and performances, and to study the industry status by five competitive force model and industry life cycle theory. It wants to summarize the status of social networking industry, the key successful factors, and the suggestions for future new entrants. This thesis is studied by qualitative research and quantitative research. The qualitative research is that I had a discussion with the senior managers of four famous social networking sites. It discussed the status of the industry and the key successful factors. And the quantitative research is by collecting questionnaire, analysis of community motivation and behavior of website users and their social networking site for the function of the four sites. This study summarized that (1) social networking business model is to build up a networking platform’s functions to attract users to this site, to increased degree of adhesion to earn more high advertising revenue. It can’t charge any fees from users. (2) There is no supplier that like as the tradition business. And the competition is not like as the traditional business due to users can simultaneously access multiple social networking sites. Each user has some different social networking site’s accounts. (3) Just one or two largest sites can survive in similar business model. (4) The entry barrier is so low, but the new entrants must have a sufficient difference and innovation to succeed. (5) the future of social networking sites will continue to focus on interpersonal networks between users, to let social information more easily and quickly. Keywords: social networking sites, SCP industry analysis model, Web2.0, five competitive forces analysis, industry life cycle, the key successful factors