Background: With the emergence of new digital technologies, the ongoing digital transformation is argued to heavily impact core societal pillars such as logistics and transportation. This has generated unique challenges and introduced an increasing need for organizations to take steps towards innovating their business models. Thus, a popular theoretical lens for keeping up with disruptive changes through business model innovation (BMI) is via the dynamic capability framework – consisting of sensing, seizing as well as transforming microfoundations. Purpose: The purpose of this thesis was to explore digital transformation through the framework of dynamic capabilities within the logistics and transportation industry. The study aimed at investigating the nature of building dynamic capabilities for business model innovation towards the ongoing digital transformation. Methodology: To explore how organizations build dynamic capabilities for business model innovation towards digital transformation, this study was carried out using semi-structured interviews. The interviews consisted of 11 participants in various senior management positions at 6 case companies whom are all global actors in the logistics and transportation industry. Additionally, documentary secondary data was included to provide additional information about the case companies. Findings: Our study revealed that business model innovation for digital transformation consisted of processes within 3 domains – new digital products & services, new markets & segments, as well as key partnerships. Additionally, the findings of our study acknowledged that logistics and transportation enterprises build dynamic capabilities via a total of 13 activities. These included: digital scanning and information management; digital learning; internal communication; digital asset investment; agile working; external partnerships; organizational restructuring; dynamic mindset; change management; and power redistribution. Finally, our study found that the main challenges for building dynamic capabilities towards BMI involved: size, agile working, data management and the changing of old mindsets.

Submitted by Fabricia Fialho Reginato (fabriciar) on 2015-07-07T22:58:55Z No. of bitstreams: 1 CristianeFroehlich.pdf: 4288616 bytes, checksum: 14ea45d610e9a3adcfbb04333a27dfa8 (MD5) / Made available in DSpace on 2015-07-07T22:58:55Z (GMT). No. of bitstreams: 1 CristianeFroehlich.pdf: 4288616 bytes, checksum: 14ea45d610e9a3adcfbb04333a27dfa8 (MD5) Previous issue date: 2014-05-26 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O presente trabalho analisa o desenvolvimento da capacidade de inovação como meio para alavancar a sustentabilidade empresarial. Para atender a questão de pesquisa e os objetivos do estudo, utitilizou-se a abordagem das capacidades dinâmicas que apresenta as capacidades dinâmicas necessárias para auxiliar o desenvolvimento da capacidade de inovação e mostra como essas capacidades dinâmicas podem ser desenvolvidas para suportar a capacidade de inovação. No decorrer do estudo, verificou-se que essa abordagem esclarece como desenvolver a capacidade de inovação, mas não explica como alavancar a sustentabilidade empresarial. Devido a essa limitação, recorreu-se a abordagem da inovação sustentável que apresenta elementos que ampliam o escopo de atuação da capacidade de inovação para além do pilar econômico, contemplando os pilares ambiental e social da sustentabilidade empresarial. Para essa pesquisa, foram realizados dois estudos de caso qualitativos com características exploratória e descritiva. Para os estudos de caso, foram selecionadas as Empresas Artecola que se destacam pelas inovações em produtos e processos, e o Hospital Mãe de Deus que se destaca pelas inovações em serviços e processos. Os dados foram coletados através de 19 entrevistas semiestruturadas com as pessoas indicadas pelas próprias empresas e por meio de documentos disponibilizados. Os dados foram analisados por meio da análise de conteúdo qualitativa com apoio do software NVivo versão 10. Esta tese propõe como principal resultado da pesquisa a necessidade de desenvolvimento da capacidade de inovação sustentável, integrando as abordagens das capacidades dinâmicas e da inovação sustentável para alavancar a sustentabilidade empresarial. / The present work analyses the development of innovation capability in a way of leveraging entrepreneurial sustainability. In order to answer the research question and the study goals, we have used the approach of dynamic capability, which presents the necessary capabilities to help the development of innovation capability and shows how these capabilities could be developed to support to innovation capability. Based on the research field, we have verified that this approach clarifies how to develop the innovation capability, but it did not explain how to leverage the entrepreneurial sustainability. Due to this limitation, we have run the approach of sustainable innovation, which presents elements that wide the branches of performance of innovation capabilities beyond the economic pillar, contemplating environmental and social issues of entrepreneurial sustainability. In this research, two studies over qualitative cases had been used with exploratory and descriptive characteristics. For the study of case, we selected two companies based on their experiences with innovation. More specifically, Artecola Enterprises have been selected due to its experience with product and process innovations, and Mãe de Deus Hospital due to its process and service innovations experience. Data have been collected on 19 semi structured interviews with people indicated by the enterprises themselves and through available documents. Data have been analyzed based on a qualitative contente analysis using NVivo version 10 software as a support. The main research results point out the necessity of developing sustainable innovation capabilities, including the approaches of dynamic capability and also sustainable innovation to leverage the entrepreneurial sustainability.

在實戰經驗中，創造價值的根基來自組織核心能力和組織知識流通，同時深受內外部技術知識網路互動機制的影響。從文獻和實際個案探討中發現幾項特徵： 一、技術知識特質專屬性程度低，影響企業技術知識網路傾向與外部結合，專屬性程度高則傾向與內部結合。技術知識外顯程度低而附著於人時，內部技術知識網路傾向集中；外顯程度文件化高時，內部技術知識網路則傾向分散。 二、內部技術知識網路分工精細，組織知識較多樣化，組織知識流通漸趨複雜，必須經由專案團隊的組成和跨疆界的連結，促進組織知識的流通。軟體產品開發團隊成員包括：結構工程師(Architect)、產品經理(PM)、研發工程師(RD))、測試工程師(QA)以及介面設計工程師(PC)。 三、內部技術網路跨疆界的連結，促進組織動態能耐的演進。內部技術知識網路依靠主要成員開創和維繫，同時為組織核心能力之形成，奠定發展根基。組織知識的流通，非常需要團隊跨層級、跨功能、跨疆界順暢無礙的運作。 四、內部技術知識網路連結機制有效的建立和運用，直接影響組織知識的吸收、創造、和蓄積。企業應相當著重溝通機制的設計和推動。如老手帶新手的師徒制、各種例行會議、技術交流會、超聯結式的空中飛人、進駐現場、內部學習網站，都是用心營造組織知識的吸收、創造、和蓄積的良好連結機制。 五、顧客知識成為技術知識重要來源，有助於組織知識吸引、創造和蓄積，強化組織能力。 六、在Internet時代，因應科技變化，發展網際網路化(Weblization)技術知識，融合擴張以建構專屬核心能力。讓顧客能力成為組織技術知識的來源。並能乘科技興起之勢(Free Energy)，創新商業模式，發揮善用組織知識，創造企業全新價值。

台灣企業早期主要是扮演協助國際品牌大廠生產代工的角色，隨著廠商不斷地累積本身能力，提升給予客戶的附加價值過程中，台灣企業也由以裝配技術為主的原廠委託製造(Original Equipment Manufacturing，OEM)轉變為具有設計能力的原廠委託設計製造(Original Design Manufacturing，ODM)。但是近年來，台灣的低成本優勢已逐漸被新興市場所取代，加上產業發展成熟後，毛利率持續下探，代工廠商就成為品牌商為了維持獲利而犧牲的對象。因此，產業升級的概念開始受到重視，其中由代工轉型升級至自有品牌一直是產官學界最關注的話題之一。 過去國內文獻對於品牌經營的相關議題，已有多位專家學者投入研究，但在研究上大多著重品牌發展策略、關鍵成功因素等策略層面，或是品牌與績效之間的關係，亦或是對自有品牌關鍵成功因素之一的行銷通路建構，對於企業由OEM/ODM轉型為OBM的實務歷程之研究仍屬少數。因此本研究針對成功由OEM/ODM轉型為OBM的企業，探討其轉型過程中，建構行銷能力之動態歷程，讓研究成果可作為台灣產業未來欲投入自有品牌經營活動時的參考。 本研究之研究問題有二：1.企業由OEM/ODM轉型為OBM的動機為何？2.企業由OEM/ODM轉型為OBM的過程中，如何發展出新的能力以適應新的環境？ 本研究的研究結論如下： 1.企業從OEM/ODM轉型為OBM的動機主要在於永續經營與擺脫代工困境，背後的目的為欲提高事業附加價值，同時，企業考量轉型時機上會選在OEM/ODM業務還穩定發展時就先進行布局。 2.企業轉型為OBM的過程中，其發展新能力方式的選擇會受到過去發展路徑與經營策略的影響，並且會透過內部的教育訓練與組織管理程序的設計來提升組織能力。 3.企業從OEM/ODM轉型為OBM的過程中，會重視「發展新產品之能力」的培養，並且會指派人員負責發展與未來新產品有關的關鍵技術，以持續保有產品與技術上的競爭優勢。 4.企業於轉型為OBM過程有關國際化經營的活動中，在發展新產品時會採「區域分工、共同開發」的做法，以提高目標消費者對新產品的接受程度。 5.企業從OEM/ODM轉型為OBM的方式很多，以購併方式能夠快速取得品牌與通路，此時其購併目的的清楚與否，會是其購併能否成功的關鍵因素。 6.企業從OEM/ODM轉型為OBM的過程中，其全球總部會扮演資源協調整合與績效評估的監督管理角色；對於購併取得的品牌或通路，會授權其在地經營團隊自主經營。 / Taiwanese industrial firms in the early days played roles as facilitating manufacturers of OEM brands. As the manufacturers continued to accumulate their ability by enhancing the added-value they can provide to customers, they transferred from Original Equipment Manufacturing (OEM) to Original Design Manufacturing (ODM). However, Taiwan has lost its low cost advantage to emerging markets recently. Also, brand owners edged contract manufacturers’ gross margin lower to maintain their profitability when the industry got matured. Hence, the concept of industrial upgrading began to receive attention, including the transformation from OEM to own brand which is the most concerned topic of government and academia. In the past, most researches related to brand management focus on strategic level such as brand development strategy and key success factors, relation between brand and performance, or marketing channel construction which is one of the key success factors to develop own brand. Only small number of study investigates the practical transformation process of industrial firms from OEM/ODM to OBM. Thus, this study majorly focuses on the dynamic constructing process of marketing capability of industrial firms which have transformed from OEM/ODM to OBM successfully and aims to investigate following questions: 1. What are the motivations of industrial firms which decided to transform from OEM/ODM to OBM? 2. How did these firms develop new capability to adapt environment during their transformation process from OEM/ODM to OBM? The preliminary research findings include: 1.The motivations of firms which have transformed from OEM/ODM to OBM are sustainable operation and to get rid of OEM dilemma. The purpose behind is to increase added-value of business. Meanwhile, the firm take transformation into consideration when the OEM/ODM business still operates stably. 2.During transformation process from OEM/ODM to OBM, the way firms develop new ability is affected by their past pathes and operating strategies. They advance organization capability through internal traning and organizational procedures design. 3.During transformation process from OEM/ODM to OBM, firms emphasize on cultivating “capability of developing new product”, and assign R&D team to take charge of developing critical technology related to future products to maintain their competitive advantage in product and technology. 4.During transformation process from OEM/ODM to OBM and among activities related to international operations, firms adopt a "regional division of labor and joint development" approach when developing new products, to increase target consumers’ acceptance to new products. 5.Industrial irms can transform from OEM/ODM to OBM in many ways. Through merge and acquisition, firms can get brands and channels quickly. It is a key to merge and acquisition successfully if the purpose of the firm’s acquisition is clear. 6.During transformation process from OEM/ODM to OBM, firms’ global headquarters play a role of supervision and management, such as coordinating and integrating resources, also performing assessment; as for acquired brand or channels, local teams are fully authorized to operate in their own decisions.

本論文基於尋求解釋權變觀點長久以來存在的問題：『為何實證上配適對績效影響一直沒有一個一致性的定論(mixed empirical support)』，因為根據權變觀點的主張『組織效能決定於組織的特徵(例如：策略、組織結構)與組織所處的情境是否配適(fit)，當兩者配適時則組織會產生較佳的績效』，所以企業追求配適，績效將愈高。由於配適概念具有績效意涵，因此配適在許多理論建構過程中，扮演重要的角色，例如：國際企業領域著名的折衷理論(Eclectic theory)，所以當權變觀點的核心主張『配適有助於提升績效』在實證上不一定成立時，則會影響理論的建構與發展。 為了解配適概念在實證上遇到的問題，本論文透過三個研究進行分析。在第一個研究，本論文針對權變觀點的文獻進行系統性的整理，並採用統合分析(meta-analysis)探討配適與績效的關係。研究結果顯示，配適對績效的效果量(effect size)為正，說明權變觀點的核心主張依舊成立，組織追求配適確實可以產生正向的績效。而影響實證結果不一致的原因則來自於配適的定義與衡量方法、衡量配適的變數個數、以及是否採用時間落差(time lag)三項干擾因子，呼應Venkatraman(1989)的主張。 接下來，第二個研究本論文採用質性個案研究的方式，探討配適與績效的關係。研究過程中結合動態能力(Dynamic Capability)的概念，透過企業在不同成長階段的營運活動分析，觀察企業如何追求配適、如何調整與轉換既有的配適構型、以及追求配適對企業經營產生哪些影響。第一個研究發現與企業追求配適有關，企業追求配適的前提，必須先擁有有價值的核心優勢(例如：製造、產品開發)，並以該核心優勢為中心，透過不同價值活動的緊密配合與組合，建立初期的配適構型(configuration)。第二個研究發現與配適的調整與轉換有關，發現為：(1)當企業成功創造初期的配適構型後，企業內部開始產生餘裕資源；(2)隨著企業價值活動的強化，前期的暫時性核心優勢會逐漸轉變為長期性的核心優勢；(3)透過創業家精神與策略更新，企業開始運用餘裕資源構築多核心優勢的配適構型。第三個研究發現與配適對企業經營之影響有關，發現如下：(1)企業建構配適構型時，當價值活動間關係愈緊密、複雜時，愈容易形成阻隔機制，競爭優勢愈能持久；(2)透過阻隔機制(isolating mechanisms)效果的發揮，以及時間壓縮的不經濟(time compression diseconomies)效果，可增加模仿的困難度並拉開與競爭對手之間的距離，創造績效。 第三個研究則承接研究一與研究二的部分結論，透過實證重新驗證配適與績效的關係，同時對於文獻上餘裕資源效果的爭論提出解釋。研究結果發現：(1)當企業內部存在互補的企業專屬資源以及擁有豐富產業經驗的高階管理團隊，則運用餘裕資源創造配適的效率愈高；(2)藉由調整TMT管理團隊的組成方式可以有效避免管理者的代理問題，增加運用餘裕資源創造配適的效率；(3)當企業運用餘裕資源創造配適的效率愈高，則企業運用資產獲利的能力愈強，企業績效也愈高。 總結來說，本論文從實證上配適與績效關係不一致的現象出發，對於實證結果不一致的原因提出說明，並且透過質性個案研究的方式，了解企業追求配適的過程及配適的效果，最後，藉由實證的方式，重新驗證配適與績效的關係，並且為企業如何有效運用餘裕資源提供具體的建議。 / This thesis aims to interpret the long existing question in contingency theory: mixed empirical support, i.e., no consistency can be found in the empirical relationship between fit and performance. This is intriguing, since according to contingency theory, organizational effectiveness is dependent on the fit between an organization’s characteristics (such as strategy and structure) and its existing circumstances, and with such a fit, the organization will have a better performance. Consequently, firms that pursue fit will achieve better performances. Since the concept of fit includes implications on performance, fit plays an important role in the development of many theories, e.g., the well-known eclectic theory. Hence, when contingency theory’s core proposition of fit is conducive to performance becomes fallible, overall theory construction and development will be affected. To further understand the fit issue, three studies are conducted in this thesis. For the first study, contingency theory literature was systematically studied and meta-analyzed with a special focus on the relationship between fit and performance. The findings show that fit has a positive effect size on performance which supports the core proposition of contingency theory in which organizational pursuit of fit does lead to positive performance. The reason for mixed empirical supports originates from three interference indicators of fit measurement methodology, number of variables, and whether the use of time lag. This finding echoes Venkatraman’s (1989) viewpoint. Next, a second study was conducted using qualitative approach to further explore the relationship between fit and performance. By integrating the concept of dynamic capability into the study, the researcher, by analyzing business operation activities in different stages of firm growth, observed how businesses pursued fit, how existing fit configurations were adjusted or changed, and what effects were created through the pursuit of fit in a firm. Three major study findings were identified. Firstly, in terms of how businesses pursue fit, a pre-requisite is that businesses must possess valuable core competences (e.g., manufacturing, R&D) and, by closely combining and coordinating different value activities to these core competences, initial fit configurations are built. Secondly, in terms of adjusting and changing fit, the findings include: (1) with the business’ initial successful fit configuration, slack is produced within the business; (2) as the business strengthens its value activities, previous temporary core competences will gradually transform into long-term core competences; and (3) through entrepreneurship and strategic renewal, the business will utilize its slack create a fit configuration of multiple core competences. Lastly, effects of fit on business management includes: (1) in the process constructing a business’ fit mechanisms, as the relationship between value activities become closer and more complex, isolating mechanisms are more easily formed, leading to more sustainable competitive advantages; and (2) by capitalizing on isolating mechanisms and time compression diseconomies, imitation become more difficult and the distance between competitors are widened, thereby creating performance. The third study adopted the findings of the previous two studies to empirically re-examine the relationship between fit and performance, while also proposing an explanation to the slack resource debate found in past literature. The research findings include: (1) when a business possesses complementary proprietary resources and highly experienced top management team (TMT), it enjoys a higher success rate of using slack resources to create fit exists; (2) agency costs can be reduced and increase in the efficiency of slack resource utilization to create fit can be achieved by adjusting the configuration of the TMT; and (3) with a higher rate of fit achievement through slack resource utilization comes stronger abilities to generate profits from business assets as well as a higher performance rate. In conclusion, this thesis started off by providing an explanation to the empirical inconsistency between fit and performance. Moving along, the researcher then used the qualitative case study research method to explore the process of businesses’ pursuit of fit and the effects of fit. Lastly, with an empirical study, the relationship between fit and performance is re-examined and specific suggestions are provided on effective business utilization of slack resources.

<p>Företag kan behöva förändra sitt sätt att arbeta av flera olika skäl. Marknaden ställer krav på billigare lösningar med bibehållen kvalitet. Myndigheter ställer krav på större miljö­hänsyn. Syftet med den här uppsatsen är att granska tre olika företags förändringsarbete i samband med att RoHS-direktivet föreskrev att bly inte skall användas vid lödning. Ett företag har helt ställt om sin produktion, ett företag kör blandad produktion och ett av företagen endast en liten produktion med blyfritt eftersom dess kunder omfattas av de undantag som finns i direktivet. Undersök­ningen har utförts som kvalitativa intervjuer med miljö- och processansvariga på de olika före­tagen och visar att företagen haft olika strategier för att lyckas med omställningsarbetet. Mina huvudsakliga slutsatser är att förändringsarbetet påverkas av kontakter med olika nätverk samt möjligheten att praktiskt prova en ny process och i betydligt mindre utsträckning av formellt ledningsarbete såsom miljöledningssystem.</p>

Företag kan behöva förändra sitt sätt att arbeta av flera olika skäl. Marknaden ställer krav på billigare lösningar med bibehållen kvalitet. Myndigheter ställer krav på större miljö­hänsyn. Syftet med den här uppsatsen är att granska tre olika företags förändringsarbete i samband med att RoHS-direktivet föreskrev att bly inte skall användas vid lödning. Ett företag har helt ställt om sin produktion, ett företag kör blandad produktion och ett av företagen endast en liten produktion med blyfritt eftersom dess kunder omfattas av de undantag som finns i direktivet. Undersök­ningen har utförts som kvalitativa intervjuer med miljö- och processansvariga på de olika före­tagen och visar att företagen haft olika strategier för att lyckas med omställningsarbetet. Mina huvudsakliga slutsatser är att förändringsarbetet påverkas av kontakter med olika nätverk samt möjligheten att praktiskt prova en ny process och i betydligt mindre utsträckning av formellt ledningsarbete såsom miljöledningssystem.

回顧近50年來台灣的產業發展歷程，自1980年進入資訊電子產業以後，經濟發展始開始呈現高度成長。時至2004，台灣主要硬體產品在海內外總產值達到684億美元，高居全球前五位，並預估2006年可達到800億美元。我國資訊電子產業自80年代初期乃是以OEM（Original Equipment Manufacturing）代工的方式開始發展，憑藉著廉價的勞力及土地等生產要素，達到低成本的製造優勢；然而近年來，台灣選擇專業代工的風險已開始逐漸顯現。隨著資訊產品發展成熟，普及率增加，品牌廠商為了提高市場佔有率，也開始進入以價格競爭的階段；此外，當初具有之成本優勢也隨著中國大陸經濟體的興起以及勞動成本、土地成本等上升而日漸消失，因此台灣資訊電子廠商走向微笑曲線兩端的趨勢已經無法避免。 有鑑於上述的產業發展現況，近年來學術界對於自有品牌相關議題的研究也愈發重視。然而，過去的研究重點往往放在自有品牌的發展策略、關鍵成功因素等策略層面或理論層面的探討，對於建立自有品牌實務歷程的研究則著墨較少。在自創品牌的相關研究中，除了眾多學者多認為行銷通路建立為自創品牌關鍵成功因素之外，宏碁集團創辦人施振榮也曾特別指出：「建立品牌過程中，通路的建立是重點」，故本篇論文針對自創品牌關鍵成功因素之一的「行銷通路建構歷程」進行研究。本研究透過個案研究的方式，針對國內資訊電子業建立自有品牌上較具成功經驗之企業 － 明基電通（BenQ）加以深入探討，期能得到新的啟發，並供實務界參考，為台灣的產業升級做出貢獻。 本研究首先透過相關文獻的探討，瞭解可作為分析通路建構歷程之相關文獻，包括「自有品牌建立」、「通路理論」、「動態能力」、「組織學習」等相關理論，並透過個案公司訪談以及次級文獻蒐集獲得個案公司資訊，最後分析個案公司 之通路建構歷程。本研究之發現如下： 1. 由OEM/ODM轉型自有品牌經營之企業，其通路建構歷程會先進行行銷（通路）部門的組織設計與改造、運作流程設計、以及行銷通路人員的招募等前置作業 2. 由OEM/ODM轉型自有品牌經營之企業在建立自有品牌產品之行銷通路時，其自有品牌產品線與其代工產品關連性愈高，則通路建構歷程愈易於進行，且通路績效表現愈佳 3. 由OEM/ODM轉型自有品牌經營之企業於通路建構歷程中，會致力於進行雙迴圈學習及高階學習，並建立新的價值觀及規範，以提升通路建構及通路管理之成效 4. 由OEM/ODM轉型自有品牌經營之企業於通路建構歷程中，若能夠在創造學習外取得新的知識來源或他人的通路經驗以進行模仿學習，則有助於通路建構績效之提升 5. 由OEM/ODM轉型自有品牌經營之企業於通路建構歷程中，若能夠透過跨產品線、跨市場地區的行銷通路相關人員進行定期交流聚會與知識分享，則有助於通路建構績效之提升 6. 由OEM/ODM轉型自有品牌經營之企業，若能夠將通路建構歷程中所取得的知識及經驗進行資料庫之建構，則有助於通路建構績效之提升 7. 由OEM/ODM轉型自有品牌經營之企業，若其組織具有較高的組織彈性以及較快的回應能力，則有助於通路建構績效之提升 8. 由OEM/ODM轉型自有品牌經營之企業於通路建構歷程中，若於目標市場擁有足夠的市場性資產（如商譽）、結構性資產（如製造能力、供應鏈管理），則有助於通路建構績效之提升 9. 企業在建構國際通路時，其通路策略及通路管理作法上會視各國市場特性之不同而有所不同 10. 企業在建構國際通路時，其相關通路建構之主要決策權若由各地子公司掌握，則有助於企業通路建構及通路管理之成效 11. 企業在建構國際通路時，若能夠使用在地人力資源，則有助於通路建構之進行 / The electronic industry first developed in Taiwan in 1980s by OEM operation. But with the strong challenge from China and the pressure of price competition, the risk of OEM/ODM business model is growing higher and higher nowadays. Given this industry condition, academic and industrial filed are paying more attention to those issues about transformation from OEM/ODM to OBM. Nevertheless, “Building Marketing Channel”, which is one critical factor in the transformation process, is neglected among others. Therefore, this research focuses on the practical building process of marketing channel, not only aims to trigger the following studies on this issue, but also like to find some insights into the marketing channel building process and help the industry to succeed in the transformation from OEM/ODM to OBM. Compare to other studies that more focus on the “Channel Strategy” or channel itself, this research focuses on an issue that rarely be touched by researchers. For that reason, this research is more an “Exploratory Research” essentially. This research adopts “Case-Study Method”, looks into the marketing channel building process by interviewing with personnel of case company and reading second-hand materials about the case company, then derives findings and conclusions by analysis the building process with the framework of “Dynamic Capability” and “Organizational Learning” Findings of this research could be divided into three major subjects, following list each of the three subjects and the implication of it. 1. Features of marketing channel building process of OEM/ODM companies in transformation to OBM Marketing channel building process of OEM/ODM companies in transformation to OBM should be initiated by designing the marketing related function and organization structure 2. Marketing channel building process and “Organizational Learning” Companies in transformation to OBM should engage in “Double-loop Learning” to enhance the result of marketing channel building process 3. Marketing channel building process and “Dynamic Capability” Companies in transformation to OBM should improve capabilities of “Process” and “Position” categories to enhance the result of marketing channel building process For industry practice, this research suggests that companies should endeavor to obtain necessary knowledge, create as many sources of learning as possible, and also design an effective organizational learning system in the marketing channel building process. In the other hand, companies should also improve their dynamic capabilities with the new knowledge in the whole process, especially in “Process” and “Position” categories. For academic field, since the major limit of this research is the lack of inferential reliability with single-case method, this research suggest following researchers to conduct further research on this topic with multi-case or quantitative method and verify the findings and conclusions of this research.

企業如何於競爭劇烈且快速變動之產業環境下，發展出相對應之策略及差異化活動，是建構長期穩定獲利模式之關鍵；而動態能力(dynamic capability)的觀點便是強調企業為了獲取持續性的競爭優勢，必須不斷地偵察產業環境的變化，調整組織內外部的資源結構，藉以因應環境的各種異動。為深入了解動態能力的演化過程，本研究即以成功跨足貿易以及零售產業的特力集團為個案公司，探討在變化萬千的產業環境下，其如何於不同成長階段中轉變其策略定位，輔以動態能力的演化，以及在上述變化下，組織結構運作的調整過程，最後終於成為引領產業的全方位服務提供者。 / The key for a business enterprise to establish a steady long term profit model is the ability to develop responsive strategies and diversity activities in this highly competitive and fast moving industrial environment. According to the theory of dynamic capability, in order for an enterprise to have a continual competitive advantage it should both constantly observe changes in the industrial environment and adjust the structure of the internal and external resources accordingly. This will then allow an enterprise to better respond to these changes. In order to comprehensively understand the development of the theory of dynamic capability, this study will analyze the Test Rite Group as the main subject of the case due to their success in the trade and retail industries. As part of the analysis, the study investigates how the Test Rite Group manages to adapt their strategies and structure of their organization in an ever changing industrial environment which ultimately resulted in leading the industry as an omni-directional service provider.

當企業面臨內部的規模與範疇擴張及外部的市場需求轉變時，在本業中的成長機會將日漸減少。因此，如何透過開創新事業來回應這些挑戰，往往是企業成長的重要課題。在推動新事業的過程中，如何調整組織架構，並從中萃取出深層的動態能力，以因應後續一波波的環境考驗、持續運用於下一個新事業，更是企業存亡的關鍵。然而，新事業的外部力量、內部變革、及動態能力形成的連結並未被過往研究有效建立。有鑑於此，本研究以明基材料為主軸，探討企業如何在引入外部合作下建構動態能力，並持續演進以因應外部挑戰。 明基材料由光碟事業起家，回應明基友達集團的面板原料需求，而發展偏光片事業。建立起深厚的技術與人才布局後，明基材歷經了偏光片的跌價趨勢及材質瓶頸，進而在金融海嘯後投入成長穩定的生醫產業。在生醫事業中所建構的堅實品牌與通路，更成為明基材後續投入隱形眼鏡事業的動能與後盾、進軍全球市場。本研究依光碟、偏光片、生醫、及隱形眼鏡四大階段作為產業及事業探討的架構，以解構出中每個新事業發展事件背後蘊藏的動態能力基礎。 本研究發現：在導入外部合作模式的情形下，動態能力的養成更能突破內部創新的限制及盲點。在引入垂直或水平的外部力量後，更須將力量挹注到組織內部，在結構、技術、任務、或人員等構面產生變革，方能進一步產生市場預測、技術製程、人才匯流、通路後勤、品牌行銷、及技術互補能力等六大動態能力。在早期的光碟及偏光片事業中，明基材倚重集團的垂直支援，養成了技術製程、技術互補、與人才能力，強調內部定位並掌握動、靜態程序，具有高度路徑相依性。於近期的生醫及隱形眼鏡事業中，明基材則更重視異業水平合作，更完整了品牌行銷、通路後勤、與市場預測能力，著重外部定位並協調動、靜態程序，更彈性掌握技術機會。透過動態能力在定位、程序、及路徑的持續演進，企業方能一次次化解產業危機，在新事業中穩健發展、開創新局。 / When confronted with internal expansion of scale and scope as well as external alteration of market demands, enterprises are bound to face fewer and fewer opportunities of growth in their original businesses. Hence, how to cultivate new businesses in reply to these challenges is usually a crucial issue for enterprise growth. In the process of new business development, the survival of the enterprise lies in the way of modulating organizational framework and extracting profound, dynamic capabilities therein to tackle subsequent environmental trials as well as to exert them on the next new business. Nonetheless, the connection among external strengths, internal organizational transformations, and the formulation of dynamic capabilities wasn’t effectively established in prior research. Accordingly, this study is rooted upon the case study of BenQ Materials Corp. in the aim of looking into how enterprises incorporate external collaborations to construct their dynamic capabilities, which can constantly evolve to cater to external challenges. BenQ Materials was initiated as a disc manufacturer, while differentiating into the polarizer business in response to the demand for panels of the BenQ Group. While establishing solid technical and personnel allocations, BenQ Materials underwent the price-declining trend and bottlenecks in textures, which make it in turn resort to the steadily growing biomedical industry after the financial tsunami. The robust channels and brands built in the biomedical business not only served as the backing and momentum, but further steering BenQ Materials into the contact lens industry and global markets. This thesis classifies both the industry and business analysis into four categories: discs, polarizers, biomedicine, and contact lens, which helps dissect every new business incident, excavate the foundation of dynamic capabilities behind. Throughout the research, this study reveals that under the introduction of external collaborations, the formulation of dynamic capabilities can further break though the blind spots and limits from internal innovations. After importing vertical or horizontal external forces, enterprises should then translate the external forces into internal organization changes in the aspects of the structure, techniques, tasks, and personnel, giving rise to the six dynamic capabilities: market predicting, technique procedural, talent streaming, channel logistical, brand marketing, and technique complementary capability. In the disc and polarizer business, BenQ Materials depended heavily on the vertical support from the BenQ Group and generated the technique procedural, technique complementary, and talent streaming capability, laying emphasis on internal positioning, dynamic and static processes, and high-level path dependency. While in biomedical and contact lens business, BenQ Materials further treasured inter-industry horizontal cooperation, from which the brand marketing, channel logistical, and more comprehensive market predicting capability were nurtured, valuing external positioning, dynamic and static processes coordinating, and elastic technological opportunity managing. The consecutive evolution of dynamic capabilities on positions, processes, and paths not only facilitates enterprises to get through industry crises time after time, but fuels new businesses’ sturdy growth and innovation.