This study examines the business model of Meta called “Pay or OK”, a subscription modelthat offers users the choice to either consent to the use of Meta’s services and be subjected totargeted advertising or to use the service without personalized advertising for a fee. In the eraof digital transformation, where data has become a significant competitive advantage forlarge online platforms, the introduction of regulations like GDPR and DMA has beeninstrumental in protecting personal integrity and ensuring fair competition. This study utilizesqualitative and EU legal methods to analyze the “Pay or OK” business model from a legalperspective and also analyze if data could create competitive advantage for Meta,incorporating theories such as the resource-based view and the VRIO framework. The resultsof this study bring to the forefront the intriguing and contrasting opinions on the value ofpersonal data and the profound impact of regulations on the business landscape.

Les alliances stratégiques sont devenues autant une nécessité qu'un choix pour les entreprises afin d'être compétitif sur les marchés d'aujourd'hui. Toutefois, faire fonctionner les alliances stratégiques n'est pas une évidence. Des taux de défaillance entre 30% et jusqu'à 70% ont été régulièrement signalés. Un nombre important de recherches a examiné comment ces chiffres pouvaient être améliorés. La sélection de partenaires a été identifiée comme l'un des facteurs clés de la réussite. En fait, les attributs spécifiques de chaque partenaire, influant même sur la sélection de ces mêmes partenaires, ont tendance à avoir des effets boule de neige au-delà de la phase de formation, jusqu'aux phases de conception et de post-formation. S'appuyant sur des recherches antérieures étudiant l'attribut « réputation », cette thèse vient combler une lacune en explorant le rôle que peut jouer la réputation pour la performance environnementale dans la détermination des avantages individuels et communs dans les différentes phases des alliances stratégiques. Dans quatre essais indépendants mais interconnectés, des questions de recherche spécifiques sont théoriquement examinées sous la « Natural-Resource-Based View (NRBV) » et la « Strategic Cognition Perspective ». Les hypothèses de l'étude sont testées empiriquement à partir des données recueillies auprès des PDG et des cadres supérieurs dans 176 entreprises manufacturières norvégiennes. / Strategic alliances have become as much a necessity as a choice for companies to be competitive in today's markets. However, making strategic alliances work is not evident. Failure rates between 30% and as high as 70% have been regularly reported. A substantial stream of research has examined how these numbers can be improved. Partner selection has been identified as a key success factor. In fact, partner-specific attributes, affecting which partners are selected, tend to have snowball effects beyond the formation phase to the design and postformation phases. Building on previous studies investigating the attribute of reputation, this thesis fills a gap by exploring the role reputation for environmental performance can play in determining firm-specific and joint competitive advantages in the different phases of strategic alliances. In four individual but connected Essays, specific research questions are theoretically examined under the Natural-Resource-Based View (NRBV) and Strategic Cognition Perspective. The study's hypotheses are empirically tested using data collected from CEOs and top managers in 176 Norwegian manufacturing firms.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / A reputaÃÃo corporativa pode ser entendida pela reuniÃo das diversas perspectivas que os stakeholders possuem da empresa atribuindo-lhe a caracterÃstica de um recurso estratÃgico capaz de gerar visibilidade, credibilidade e valor para as organizaÃÃes que a possuem, com suporte na Teoria da SinalizaÃÃo e na VisÃo Baseada em Recursos. Por sua vez, a literatura (FOMBRUN; SHANLEY, 1990; DUNBAR; SCHWALBACH, 2000; ROBERTS; DOWLING, 2002; BRITO, 2005; SÃNCHEZ; SOTORRÃO, 2007; HORIUCHI, 2010; THOMAZ; BRITO, 2010; CARDOSO et al., 2013; TISCHER; HILDEBRANDT, 2013) versa que quanto maior for a reputaÃÃo corporativa, maior à a capacidade da empresa de criar valor aos seus acionistas e produzir desempenho superior em relaÃÃo aos seus concorrentes. Nesse contexto, o presente estudo tem o objetivo de investigar a relaÃÃo entre a reputaÃÃo corporativa e a criaÃÃo de valor nas empresas de capital aberto listadas na BM&FBovespa. Para tanto, considera-se que a reputaÃÃo corporativa à construÃda a partir da percepÃÃo do mercado (stakeholders), com base nos seguintes sinais emitidos pelas empresas: disclosure socioambiental, adoÃÃo de melhores prÃticas de governanÃa corporativa, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do diretor executivo (gestÃo) e do acionista majoritÃrio (controle). O estudo se justifica na medida em que busca contribuir para a ampliaÃÃo da discussÃo sobre a temÃtica reputaÃÃo corporativa. AlÃm disso, apresenta diferencial por discutir aspectos da construÃÃo da reputaÃÃo corporativa e os seus reflexos nas organizaÃÃes. Trata-se de uma pesquisa descritiva, de natureza quantitativa, utilizando-se o procedimento documental, no qual foram aplicados os testes estatÃsticos: AnÃlise Fatorial, Teste de CorrelaÃÃo, RegressÃo Linear MÃltipla e Teste de DiferenÃas entre MÃdias. Para a anÃlise dos sinais construtivos da reputaÃÃo corporativa foi analisado o perÃodo de 2010 a 2012, a reputaÃÃo corporativa se refere ao exercÃcio de 2012 e a criaÃÃo de valor leva em conta o exercÃcio de 2013. Por meio da AnÃlise Fatorial, foi construÃdo o fator reputaÃÃo corporativa composto pelos sinais: disclosure socioambiental, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do acionista majoritÃrio. O Teste de CorrelaÃÃo permitiu validar a reputaÃÃo corporativa por sinais (gerada pela AnÃlise Fatorial), pois apresentou relaÃÃo positiva e significante com a reputaÃÃo corporativa por rankings. Com a execuÃÃo da RegressÃo Linear MÃltipla, pode-se verificar que a reputaÃÃo corporativa por sinais influencia positivamente a criaÃÃo de valor (MVA e EVA); e, a reputaÃÃo corporativa por rankings està relacionada positivamente com a criaÃÃo de valor na perspectiva de mercado (MVA). AlÃm disso, verificou-se que a intangibilidade e a oportunidade de crescimento colaboram na criaÃÃo de valor (MVA e EVA) e o tamanho da empresa favorece a criaÃÃo de valor somente quando à analisado em conjunto com a reputaÃÃo corporativa por sinais. A realizaÃÃo do Teste de DiferenÃas entre MÃdias apontou que as empresas com reputaÃÃo corporativa criam maior valor aos acionistas considerando a perspectiva de mercado (MVA). Portanto, conclui-se que, considerando a amostra do estudo, a reputaÃÃo corporativa à um recurso estratÃgico gerado por meio de sinais emitidos ao mercado, conforme a Teoria da SinalizaÃÃo, que, quando percebidos pelos diversos stakeholders, reflete em vantagem competitiva, sendo capaz de influenciar na criaÃÃo de valor das empresas, de acordo com os preceitos da VisÃo Baseada em Recursos. / A reputaÃÃo corporativa pode ser entendida pela reuniÃo das diversas perspectivas que os stakeholders possuem da empresa atribuindo-lhe a caracterÃstica de um recurso estratÃgico capaz de gerar visibilidade, credibilidade e valor para as organizaÃÃes que a possuem, com suporte na Teoria da SinalizaÃÃo e na VisÃo Baseada em Recursos. Por sua vez, a literatura (FOMBRUN; SHANLEY, 1990; DUNBAR; SCHWALBACH, 2000; ROBERTS; DOWLING, 2002; BRITO, 2005; SÃNCHEZ; SOTORRÃO, 2007; HORIUCHI, 2010; THOMAZ; BRITO, 2010; CARDOSO et al., 2013; TISCHER; HILDEBRANDT, 2013) versa que quanto maior for a reputaÃÃo corporativa, maior à a capacidade da empresa de criar valor aos seus acionistas e produzir desempenho superior em relaÃÃo aos seus concorrentes. Nesse contexto, o presente estudo tem o objetivo de investigar a relaÃÃo entre a reputaÃÃo corporativa e a criaÃÃo de valor nas empresas de capital aberto listadas na BM&FBovespa. Para tanto, considera-se que a reputaÃÃo corporativa à construÃda a partir da percepÃÃo do mercado (stakeholders), com base nos seguintes sinais emitidos pelas empresas: disclosure socioambiental, adoÃÃo de melhores prÃticas de governanÃa corporativa, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do diretor executivo (gestÃo) e do acionista majoritÃrio (controle). O estudo se justifica na medida em que busca contribuir para a ampliaÃÃo da discussÃo sobre a temÃtica reputaÃÃo corporativa. AlÃm disso, apresenta diferencial por discutir aspectos da construÃÃo da reputaÃÃo corporativa e os seus reflexos nas organizaÃÃes. Trata-se de uma pesquisa descritiva, de natureza quantitativa, utilizando-se o procedimento documental, no qual foram aplicados os testes estatÃsticos: AnÃlise Fatorial, Teste de CorrelaÃÃo, RegressÃo Linear MÃltipla e Teste de DiferenÃas entre MÃdias. Para a anÃlise dos sinais construtivos da reputaÃÃo corporativa foi analisado o perÃodo de 2010 a 2012, a reputaÃÃo corporativa se refere ao exercÃcio de 2012 e a criaÃÃo de valor leva em conta o exercÃcio de 2013. Por meio da AnÃlise Fatorial, foi construÃdo o fator reputaÃÃo corporativa composto pelos sinais: disclosure socioambiental, inovaÃÃo, internacionalizaÃÃo e reputaÃÃo do acionista majoritÃrio. O Teste de CorrelaÃÃo permitiu validar a reputaÃÃo corporativa por sinais (gerada pela AnÃlise Fatorial), pois apresentou relaÃÃo positiva e significante com a reputaÃÃo corporativa por rankings. Com a execuÃÃo da RegressÃo Linear MÃltipla, pode-se verificar que a reputaÃÃo corporativa por sinais influencia positivamente a criaÃÃo de valor (MVA e EVA); e, a reputaÃÃo corporativa por rankings està relacionada positivamente com a criaÃÃo de valor na perspectiva de mercado (MVA). AlÃm disso, verificou-se que a intangibilidade e a oportunidade de crescimento colaboram na criaÃÃo de valor (MVA e EVA) e o tamanho da empresa favorece a criaÃÃo de valor somente quando à analisado em conjunto com a reputaÃÃo corporativa por sinais. A realizaÃÃo do Teste de DiferenÃas entre MÃdias apontou que as empresas com reputaÃÃo corporativa criam maior valor aos acionistas considerando a perspectiva de mercado (MVA). Portanto, conclui-se que, considerando a amostra do estudo, a reputaÃÃo corporativa à um recurso estratÃgico gerado por meio de sinais emitidos ao mercado, conforme a Teoria da SinalizaÃÃo, que, quando percebidos pelos diversos stakeholders, reflete em vantagem competitiva, sendo capaz de influenciar na criaÃÃo de valor das empresas, de acordo com os preceitos da VisÃo Baseada em Recursos.

Made available in DSpace on 2016-03-15T19:26:33Z (GMT). No. of bitstreams: 1 ROOSEVELT_SANCHES_ADM.pdf: 1378079 bytes, checksum: fa37b3db39ed63f756ec0c1e4b9efbb9 (MD5) Previous issue date: 2006-08-09 / This is a descriptive study to verify if the strategic alliances generate sustainable competitive advantages in the sector of the civil construction, more specifically in the real estate companies and builders of residential property. To do this study, it was necessary to review the literature about the variable of the subject, and to develop the research in field by an application of quantitative approach utilizing a questionnaire for the information gathered on site. The sample was chosen by convenience consisting of 25 answers sheet sent by the executives of companies located within the metropolitan region of the city of São Paulo - SP, Brazil. The data collected were treated statistically by the model of the Exact Test of Fisher, for verifying the relationships between the variables of the problem: sustainable competitive advantages and strategic alliances. The objectives of this study, general, and specific, were achieved and was noted: that the companies researched indicated that they have made strategic alliances; that these strategic alliances were formally agreed with an apparent integration of activities between the partners; that the motivations and reasons of the companies researched, to have done the strategic alliances, are related by resources and complementary capacities; and that the sustainable competitive advantages achieved by the companies research should be related mainly with strategies for leadership of cost, for differentiation of products, and in the focus in market segments and product lines. The statistical analysis indicates a significant relationship between sustainable competitive advantages and strategic alliances. From an academic perspective, the study has its limitations of methodological and theoretical order and the results apply only to the company s components of the sample, and not with generalization or comparing to another company. / Este é um estudo descritivo para verificar se alianças estratégicas geram vantagens competitivas sustentáveis no setor da construção civil, mais especificamente das empresas incorporadoras e construtoras de imóveis residenciais. O estudo contou com o levantamento de referencial teórico sobre as variáveis do tema, e a pesquisa foi desenvolvida em campo pela aplicação de método quantitativo utilizando-se de um questionário para a coleta de dados. A amostra foi escolhida por conveniência constituindo-se de 25 respostas enviadas por executivos de empresas estabelecidas na região metropolitana da cidade de São Paulo SP. Os dados coletados foram tratados estatisticamente pelo modelo do Teste Exato de Fisher, para verificar os relacionamentos significativos entre as variáveis do problema: vantagens competitivas sustentáveis e alianças estratégicas. Os objetivos da pesquisa, geral, e específicos, foram alcançados constando-se: que as empresas pesquisadas indicam que têm feito alianças estratégicas; que estas alianças estratégicas têm sido formais e com aparente integração de atividades entre os parceiros; que os motivos das empresas pesquisadas para a constituição das alianças estratégicas parecem estar relacionados à obtenção de recursos e capacidades complementares; e que as vantagens competitivas sustentáveis decorrentes das alianças estratégicas feitas pelas empresas pesquisadas devem estar relacionadas principalmente com: estratégias para liderança de custo; para diferenciação de produtos; e no foco em segmentos de mercado e em linhas de produto. A análise estatística indica que pode haver relacionamento significativo entre vantagens competitivas sustentáveis e alianças estratégicas. O estudo apresenta limitações de ordem teórica e metodológica, ressaltando que seus resultados aplicam-se somente às empresas componentes da amostra, não podendo ser generalizados para nenhuma outra empresa.

Corporate social responsibility (CSR) är ett aktuellt ämne som syftar till att företag ska ta ett större samhällsansvar, både ur ett ekonomiskt, miljömässigt och socialt perspektiv. Den globalisering som råder i världen påverkar inte bara ett internt företagsklimat, det ger även effekter på omgivande samhälle och individer, vilket tillsammans med sociala påtryckningar skapar ett behov av CSR. Ansvaret till samhället innebär inte bara ekonomiska och lagliga aspekter, dock ska ett etiskt och filantropiskt perspektiv också antas. Idag är CSR ett frivilligt åtagande och för att kunna motivera företag till ett större ansvarstagande för sitt agerande ämnar denna studie att undersöka, ur ett nordiskt sammanhang, om ett företags hållbarhetsarbete genererar lönsamhet. Studien utgår från nordiska börsnoterade företag som ingår i Dow Jones Sustainability Index (DJSI). Indexet representeras av de bäst presterande hållbarhetsföretagen i världen som kvalificerat sig till att ingå. Genom en deduktiv kvantitativ metod studeras sambandet mellan CSR och lönsamhet för att förklara vilken effekt variabeln Corporate Social Performance (CSP) har på variabeln Corporate Financial Performance (CFP) under tidsperioden 2010-20162010–2016. Fortsättningsvis undersöks skillnaden i lönsamhet mellan företag som inkluderats i DJSI och matchade likartade nordiska företag som inte ingår i indexet. Undersökningen baseras på sekundärkällor ur ett naturvetenskapligt perspektiv. Studien erhåller ett resultat som påvisar att företag som ingår i hållbarhetsindexet tenderar att vara mer lönsamma än företag som inte ingår genom att redovisningsbaserade mått, bruttomarginal och avkastning på totalt kapital (ROA), har applicerats. Studiens slutsats blir att CSR-arbete kan öka lönsamheten i nordiska företag genom att bli inkluderade i DJSI, studien visar dock att placeringen i indexet inte har någon betydelse. Därav blir studiens bidrag att motivera företag till ett större åtagande av hållbarhetsarbete eftersom CSR kan generera högre lönsamhet. / Corporate social responsibility (CSR) is a current topic which aims to encourage companies to be more responsible as an societal actor, both from an economic, environmental and social perspective. The consequences of the globalization may not only affect the internal business environment, it will also affect the surrounding society and individuals, which together creates a demand for CSR. As a societal actor, companies needs to include ethical and philanthropic responsibilities, and not only take economic and legal aspects into consideration. Currently, CSR is a voluntary commitment and to motivate companies to embrace the responsibility for the society, this study aims to investigate, from a Nordic context, whether companies’ sustainability work generates profitability.   The study is based on Nordic listed companies included in the Dow Jones Sustainability Index World (DJSI), which is an index where the top performing sustainability companies can qualify for an inclusion. The correlation between CSR and profitability will be studied through a deductive quantitative method to explain what impact Corporate Social Performance (CSP) has on Corporate Financial Performance (CFP) during the years between 2010-2016. Furthermore, the differences in profitability between companies included in DJSI matched Nordic companies that are not included in the index will be investigated. From a scientific perspective, the survey is based on secondary sources. The results of the study indicates that companies included in the sustainability index tend to have an improved profitability than companies that are not included. This by applying the accounting-based measures gross margin and return on assets (ROA). The conclusion of the study is that CSR can improve profitability among the Nordic companies by an inclusion in DJSI, but the study shows that the placement in the index does not have an impact. Hence, the contribution of this study is to motivate companies to a greater commitment to sustainability because CSR can generate improved profitability.

Die Arbeit befasst sich mit Methodenproblemen in der Strategischen Managementforschung. Auf Basis einer Meta-Analyse zum Zusammenhang zwischen Ressourcen im Sinne des Resource-based view und der Performance von Unternehmen werden verschiedene Erklärungen für die zu beobachtende Ergebnisheterogenität in den Primärstudien empirisch gegenübergestellt. Es kann gezeigt werden, dass die Operationalisierung des Konstrukts "organisationale Leistung" den größten Beitrag zur Erklärung der Varianz der Studienergebnisse erbringt. Die Appropriationstheorie liefert einen überzeugenden Erklärungsansatz zum systematischen Zusammenhang zwischen Leistung und Studienergebnissen.:1. Einleitung 1 1.1 Problemstellung 1 1.2 Forschungsfragen, zentrales Erkenntnisinteresse, Aufbau und Einordnung 5 2. Grundlagen 8 2.1 Die Rolle von Theorie, Empirie und Hypothese in der Wissensgenerierung 8 2.2 Der Leistungsbegriff 19 2.3 Strategische Managementforschung 25 2.4 Zwischenfazit 30 3. Theoriegeleitete Analyse 33 3.1 Überblick 33 3.2 Das Problem der Populationsselektion 34 3.3 Das Appropriationsproblem 44 3.4 Das Time-Lag Problem 70 4 Qualitative Literaturreview 77 4.1 Forschungsansatz 77 4.2 Ergebnisse 89 4.3 Diskussion 96 5. Metaanalyse 99 5.1 Forschungsansatz 99 5.2 Hypothesenentwicklung 103 5.3 Daten und Operationalisierung 106 5.4 Analyse 113 5.5 Diskussion der Ergebnisse 141 5.6 Abgrenzung und Limitationen 153 6. Zusammenführung und Diskussion 157 6.1 Zusammenfassung der Kernergebnisse 157 6.2 Diskussion und Ausblick 165 Anhänge 174 / The dissertation thesis contrasts various explanations for heterogeneity in strategic management research findings using meta-analytical techniques. I evaluate research results for a well-known research questions in strategic management research, the relation between performance and resources in the framework of resource-based view, and find that the way how the construct ‘performance’ is being operationalized explains a significant part of the observed heterogeneity in research findings, distinctly more than problems like population selection or the unclear temporal link between dependent and independent variables. Appropriation theory is shown to provide a convincing explanation for the observed outcome.:1. Einleitung 1 1.1 Problemstellung 1 1.2 Forschungsfragen, zentrales Erkenntnisinteresse, Aufbau und Einordnung 5 2. Grundlagen 8 2.1 Die Rolle von Theorie, Empirie und Hypothese in der Wissensgenerierung 8 2.2 Der Leistungsbegriff 19 2.3 Strategische Managementforschung 25 2.4 Zwischenfazit 30 3. Theoriegeleitete Analyse 33 3.1 Überblick 33 3.2 Das Problem der Populationsselektion 34 3.3 Das Appropriationsproblem 44 3.4 Das Time-Lag Problem 70 4 Qualitative Literaturreview 77 4.1 Forschungsansatz 77 4.2 Ergebnisse 89 4.3 Diskussion 96 5. Metaanalyse 99 5.1 Forschungsansatz 99 5.2 Hypothesenentwicklung 103 5.3 Daten und Operationalisierung 106 5.4 Analyse 113 5.5 Diskussion der Ergebnisse 141 5.6 Abgrenzung und Limitationen 153 6. Zusammenführung und Diskussion 157 6.1 Zusammenfassung der Kernergebnisse 157 6.2 Diskussion und Ausblick 165 Anhänge 174

The primary objective of this study was to examine how and to what extent entrepreneurial orientation, firm internal resources and capital structure decisions affect growth of small enterprises, following the resource- based view on determinants of growth and static trade-off theory of capital structure as theoretical frameworks. Regardless of the number of earlier study, there is no consensus among scholars on determinants of growth due to the existence of different theories and metrics of growth. Moreover, as the earlier studies were undertaken in developed countries, their research findings could not permit generalization on the effect of the explanatory variables on growth in less developed countries like Ethiopia. Therefore, this research tried to fill the gap in the existing body of knowledge on determinants of growth by contextualizing the association of growth with firm specific factors and EO from the Ethiopian context, more specifically from the context of Tigray Regional State. Besides, extra variables that were either not considered or might have been tested separately in earlier studies in Ethiopia were integrated into the regression model. In this mixed explanatory cross-sectional research, systematic random sampling techniques and structure questionnaire were applied to collect primary data from 333 small enterprises operating in five urban towns of Tigray region. Dependent variable of the study was growth of small enterprises, defined as logarithm of change in number of employees at the time of establishment and time of survey. The explanatory variables comprise of entrepreneurial orientation with three dimensions, tangible and intangible resources under the control of a given enterprises, capital structure decisions, external factors such as marketing related problems cost and accessibility of infrastructure, government policies and bureaucracy, business development services were also included in the regression model. Descriptive statistics, statistical difference tests, multiple regression analysis and Propensity Score Matching were applied for the purpose of data analysis with the help of Stata version 12 software. Majority of the small enterprises demonstrated moderate degree of entrepreneurial orientation and location nearer to major customers, entrepreneurial orientation, strong financial position, access to credit and leverage have statistically significant positive effect on growth of small enterprises which support the resource based view and static trade-off theory of capital structure as well as the perceived hypothesis. On the other hand, consistent to the hypothesis, age and size of small enterprises showed negative significant effect on growth, that supports Jovanovich’s learning model but against the Girbat’s law of proportionate effect. Moreover, the relationship between education and growth was found to be non-linear or volatile-growth of SEs tend to declined until certain level, reached a minimum level after which SEs with more educated owners tend to grow faster. This implies that unless owners’ years of education reach a very high level of schooling, a given increase in years of schooling could not necessarily result into higher growth rate. Based on the findings, the researcher suggests (i) in order to solve financial constraints of SEs, stakeholder need introduction of National Credit Guarantee Fund, Promotion of non-bank financial services, introduce Mandatory Minimum Bank Loan to small enterprises, establish specialized banking system that specifically support the small enterprise sector, (ii) provide working premises such as shades at concessional cost, (iii) facilitate establishment of small enterprise commercial centers, (iv) strengthen the clustering practices,(v) facilitate provision of adequate infrastructure at reasonable price, (vi) as TVET completed individuals outperform in growth rate, educational institutions in Ethiopia need to incorporate competence based training system and entrepreneurship into their syllabus by strengthening the industry university linkages / Business Management / DBL

從1G、2G到3G，行動通訊技術快速發展，以往單純的語音通訊服務，逐漸演變至資料傳輸、多媒體應用，行動服務日趨多元，「內容」在行動通訊服務中所扮演的角色愈加重要。是故，電信業者無不積極發展內容相關商品。然而，這類產品的開發往往牽涉到不同領域的專業（如美工、音樂、文化創意、科技、社會、政治等），因此，吾人可以預期這些廠商勢必需要藉用大量的外部資源才能適時地推出內容商品。 在目前的行動內容服務當中，由於手機鈴聲能彰顯與眾不同的個人特色，且越來越多手機支援播放數位音樂的功能，因此，行動音樂一直以來都是最受消費者歡迎的行動加值服務，也是各家電信業者除了語音通訊之外最大的營收來源之一。然而，過去的研究重點往往著重在電信產業相關業者發展策略、關鍵成功因素等策略層面的探討，對於行動加值服務新產品開發實務歷程的研究則較少著墨。故本研究針對我國電信業者行動加值服務的「新產品發展」進行研究，以行動音樂商品為例，試圖以較為整體性的架構，探討其新產品發展之相關議題，期能對於「外部導向的產品創新管理」方面，提供一些實務上與學理上的貢獻。 本研究之研究問題有四：1.我國電信業者發展行動加值服務的策略性資源為何？2.我國電信業者在行動加值服務發展過程當中的價值網絡為何？3.我國電信業者開發行動加值服務過程中，運用內外部資源的機制為何？4.我國電信業者行動加值服務的新產品策略與開發流程為何？ 透過深度訪談電信業者，並配合相關次級資料蒐集與整理，進行彙整及分析之後，本研究獲得以下之主要結論：1.就策略性資源而言，電信業者掌握行動音樂服務之通路。2.電信業者建構之策略性資源與原有資源具有相關性。3.就新產品發展策略而言，行動音樂發展重點仍在於「強化現有行動用戶忠誠度」。4.電信業者委外動機與型態會影響其新產品發展。 / From 1G, 2G to 3G, the technology of telecommunication developed rapidly. The voice communication service gradually evolved towards the data transmission and the multimedia application and the mobile content services become much more important and diversified than before. Accordingly, tele-operators develop content products actively. However, the development of these products involves with many kinds of knowledge, such as fine art, music, programming, etc. Thus, we would expect that the enterprises have to utilize external resources to develop products timely. Because many cell phones provide functions of digital music and ring tones can show forth users’ characteristics, therefore, the mobile music becomes one of the most popular service product. However, most of the past studies focused on strategy rather than new product development. Thus, we focus on the new product development of mobile value-added services in the research. The study aims to investigate the questions: 1. What are the strategic resources for developing mobile value-added services? 2. What is the value network to develop mobile value-added services? 3. What is the mechanism of utilizing external resources in the process of new product development? 4. What are the new product strategy and process of developing mobile value-added services? The study takes mobile music as an example to explore how tele-operators can accumulate enterprise resources and better utilize external resources for developing value-added services. This study applies the deep interview method of qualitative research and secondary data analysis to study tele-operators in Taiwan. The preliminary research findings include: 1.The major marketing purpose of tele-operators’ developing mobile music is to reinforce the loyalty of existing customers. 2. What tele-operators dominate in the mobile music business is the channel. 3. The new strategic resources which the tele-operators build in the mobile music business is highly related to those existed before. 4. What motivates tele-operators to outsource will affect their ways of new product development.

代理商是許多國外廠商在初入陌生的海外市場時，最常使用的低涉入模式之一，其代表國外原廠在當地市場執行產品銷售的相關業務，並服務當地客戶，扮演國外原廠與當地客戶之間橋樑的角色。但是代理商也常被視為是國外原廠在進入當地市場時暫時或次要的工具，一旦當地市場逐漸成長，國外原廠就會收回代理權自行經營；當地市場太小，代理商又面臨自身經營的困境，所以代理商常面臨生存的兩難。加上一般代理商不涉及製造活動，需仰賴國外原廠提供產品，一旦當國外原廠取消代理關係，往往造成代理商因失去產品來源而遭受重大損失。 本研究從代理商的角度，探討代理商如何避免被國外原廠取消代理權，以及 代理商即使面對被國外原廠取消代理權，其仍舊可以繼續生存的策略作為。本研究以交易成本理論與資源基礎理論，分別從國外原廠對當地市場的興趣、代理商與國外原廠的上游關係以及代理商與國內客戶的下游關係三個部分加以分析，探討代理商如何利用上、下游關係中的知識與資源，來維繫與發展與國外原廠之間的關係，避免被國外原廠取消代理權。再者，代理商可以透過運用知識與資源，使其在面對被國外原廠終止代理關係時，降低損失的程度、並提高生存空間。 本研究以台灣電子零件代理商為研究對象，代理自國外原廠的產品線為分析單位，實證結果發現，在代理商避免被國外原廠取消代理權的問題上，國外原廠對代理商投入的資源越多，越能降低被取消代理權的可能性；而代理商在對上游(國外原廠)的關係中，擁有的當地市場資源越多、越瞭解國外原廠、越能掌握當地網絡，越能降低被國外原廠取消代理權的可能性；代理商在對下游(當地客戶)的關係中，越瞭解當地客戶、越能提供附加價值活動給當地客戶，越能降低被國外原廠取消代理權的可能性。在即使面對被國外原廠取消代理權，代理商依舊可以保有生存機會的議題上，代理商越能適度增加國外原廠數目，分散產品來源，越能降低因為被國外原廠取消代理權而造成的損失。

新產品開發是一個資源組合的過程。創新產品的設計與推出，不僅攸關廠商參與市場競爭的機會，更影響其未來生存發展的空間。在過去相關研究中，較側重於探討市場面的商品效果，強調功能、介面設計，以及樣式美觀等因素，也因此忽略了開發過程中資源取用的「成本」問題。雖有部分研究試圖以資源基礎觀點探討廠商能耐與產品開發績效之間的關係，卻僅圍繞在檢視資源的「組合效率」與「組合效果」，如加速開發流程、提升生產速度，以及提高產品的品質與績效。 然而，創新產品具有「推陳出新」的特質，即強調資源的重組與新組合的實現(Schumpeter, 1912)。不過，關於資源的組合論述，卻過於籠統，並未觸及組合的建構內涵，也甚少探討投入組合的單一素材，其多重應用的可能性，亦即「資源發明」的議題。因此，本研究以人類學家Lévi-Strauss(1966)提出的拼湊(bricolage)概念，探討開發創新商品的資源拼湊與價值實現，以填補資源基礎觀點的不足。 本研究採取質性與量化並行的研究策略。針對創新產品的發展歷程實施以敘述生命故事、回溯創作史為核心的敘事研究，透過先導個案澄清分析架構，爾後進行驗證式個案研究及量化研究，使變數的衡量與關係的驗證，得以在第二階段實施。 研究發現，資源在創新商品的開發活動中扮演關鍵角色，廠商若取用成本較低的一般性資源，不僅有助於降低「資源組合成本」，也較能快速啟動資源重組活動。此外，較為豐厚的資源初始狀態，也可在開發創新商品時，增加重複進行多次實驗的機會，透過不斷地資源重組、摸索元素之間的連結關係，以促進學習效果，並累積「工多藝熟」的能耐，進而堅實組合的結構與秩序。 另一方面，一般性資源通常被視為無用或毫無價值，因此必須能賦予資源新生命，進而與其他元素重新組合，才能創造「無中生有」、超越資源既有價值水準的創新商品。而發現資源多重應用的基礎，即為拼湊能力的建立，代表對資源特質的觀察力、區辨性、重新連結能力、實作以及學習能力。 從理論上而言，本研究探討萌芽階段的創意團隊，藉由拼湊一般性資源而點燃創新能量並實現價值的關鍵因素，不僅擴展資源基礎觀點的適用性，亦開啟「新資源基礎觀點」之理論面向。在實務上，本研究透過系統性地觀察及分析小型創新商品的開發活動，彰顯拼湊能力的重要性。而對於有意願投入或開發創新商品的團隊，本研究亦提供一個資源取用的整體性架構與創意思考的空間。