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Title:	美麗的制約：星野旅館集團如何以服務創新化劣勢為優勢 Beautiful constraints: how Hoshino Group transforms adversities into advantages through service innovation
Authors:	湯桂禎 Tang, Kuei-Chen
Contributors:	蕭瑞麟 Hsiao, Ruey-Lin 湯桂禎 Tang, Kuei-Chen
Keywords:	服務創新隨創劣資源使用者導向創新旅館管理 Service innovation Bricolage Inferior resource User-centric innovation Hotel management
Date:	2018
Issue Date:	2018-08-07 17:21:44 (UTC+8)
Abstract:	服務已成為現代企業之主導邏輯，是競爭市場中的求生之道。過去文獻強調由流程與使用者兩個方向去思考服務創新。然而，此論述皆是建立在資源充裕的前提下去進行創新。若資源不足，又面臨制約，企業如何進行服務創新呢？雖然隨創理論提出就地取材、將就著用、資源重組三個原則，卻仍未深入探究，就地只有劣資源時，如何擴大取用在地周圍的資源；將就著用時如何考慮到使用者而思考另類資源用法；資源重組時又如何能轉換資源性質，巧妙拼湊出解決方案。因此，現階段「服務隨創」的重點議題是，如何由這三個實務去形成新服務。本文以星野集團旗下四間旅館為案例，分析如何就地取材手邊的劣資源，在制約中找到創新機會，使旅館重生。觀念上，本文拓展隨創的三項原則，並點出新作法的可能。實務上，本研究建議，企業面臨制約時如何運用服務隨創的方式，以有限資源建構全新的顧客體驗。制約其實是美麗的，是隱藏的祝福，是服務創新的最佳助力。 Service has become a dominant logic for modern enterprises, which guides firms’ survival in competitive markets. Prior literature stresses service innovation from process and user orientation. However, both arguments are based on the premise that firms innovate services by means of sufficient resources. If resources are insufficient while encountering constraints, how might firms engage in service innovation? The theory of bricolage highlights three core principles: employing resources at hand, making-do with resources, and resource recombination. Nonetheless, it has not yet explored such constrained conditions: when firms only have inferior resources at hand, how they could expand the scope of exploration; in making-do, how firms would identify alternative use of resources from target users’ perspectives; and in recombining, how firms might convert the quality of less useful resource and leverage these resources for creative solutions. Therefore, the key issue for ‘service bricolage’ at present stage is to innovate services by means of these three practices. This thesis examines four hotels from Hoshino Group and analyzes how these hotels are rejuvenated through deploying inferior resources at hand while recognizing opportunities from constraints. Conceptually, this thesis extends the three principles of bricolage and highlights new possibilities. Practically, it suggests how firms may employ service bricolage to construct customer experience with limited resources. Constraints are in fact beautiful; they are blessing in disguised; and they are the best enablement for service innovation.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 105932425
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105932425
Data Type:	thesis
DOI:	10.6814/THE.NCCU.EMBA.042.2018.F08
Appears in Collections:	[Executive Master of Business Administration] Theses

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