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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/142908
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/142908


    Title: 破繭而出: 從資源制約觀點探討行銷科技新創的隨創契機
    Break through the cocoon: exploring the opportunities of bricolage for a MarTech scale-up from a resource-constrained perspective
    Authors: 陳玉璽
    Tan, Yu-Xi
    Contributors: 周致遠
    Chou, Chih-Yuan
    陳玉璽
    Tan, Yu-Xi
    Keywords: 隨創理論
    資源制約
    價值轉換
    時機識別
    質性研究
    行銷科技
    Bricolage Theory
    MarTech
    Scale-up
    Opportunity identification
    Qualitative research
    Resource-constrained
    Value conversion
    Date: 2022
    Issue Date: 2023-01-05 15:22:40 (UTC+8)
    Abstract: 新創企業向來期望能透過累積資源以建立其競爭優勢,在瞬息萬變的商場中站穩腳步。然 而事與願違,市場資源分配不均的現象普遍存在,大型企業為了追求其持續性的競爭優勢,亦積極爭取資源累積與發掘。資源少對於新創企業已經不太幸運,再套上各種制約,對新創企業 更是雪上加霜。現實中,為了求生存之道而不斷地掙扎更是新創企業的常態。因此,新創該如何在毫無資源或是有限資源的情況下,應對並突破層層制約,找到能穩定立足於市場的脫困之 道?本研究以一間位於臺灣的行銷科技新創企業(MarTech Scale-up)為個案探討此議題,嘗 試為快速穩定成長中的新創找到解套的可能性。於理論的角度出發,本研究結合當前資源拼湊 與資源建構,提出「時機識別」,為隨創理論的研究領域貢獻一項新的觀點。實務上,本研究 提出識別時機的三項原則,可以提供新創找到「破繭」的時,將阻力逆向轉變成其助力,讓 新創的資源制約逆境翻轉成為可能。
    To build a competitive advantage, accumulating resources is an unachievable expectation for many companies. In fact, modern enterprises pursuing lasting competitive advantage bring about the uneven distribution of market resources. The competitive environment places scale-ups in a challenging position, with many merely struggling to survive. When a scale-up lacks resources, is no longer fortunate, and is restricted by various constraints, can it find a way out of its predicament? This study investigates how a MarTech scale-up can cope with various constraints and identify a possible solution when faced with insufficient resources. Theoretically, this study combines resource construction and resource conversion and proposes the viewpoint of "opportunity identification" to enrich the repertoire of bricolage theory. Practically, this study proposes three principles for identifying opportunities that can provide a reference for new ventures to find opportunities to "break out of their cocoon". It might be possible to change the laws of competition by converting stumbling blocks into stepping stones.
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    Description: 碩士
    國立政治大學
    資訊管理學系
    109356056
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109356056
    Data Type: thesis
    DOI: 10.6814/NCCU202201747
    Appears in Collections:[資訊管理學系] 學位論文

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