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| Title: | 醫藥產業組織關鍵活動 (OCAs) 差異之研究— 以台灣外商與代理商藥廠為例
A study on the differences in organizational critical activities (OCAs) in the pharmaceutical industry: The case analysis of principal and agent pharmaceutical companies in Taiwan |
| Authors: | 林育靖
Lin, Yu-Ching |
| Contributors: | 洪為璽
宋皇志
林育靖
Lin, Yu-Ching |
| Keywords: | 組織關鍵活動
醫藥產業
藥廠
個案分析
Organizational critical activities (OCAs)
Pharmaceutical industry
Pharmaceutical company
Interviews
Case analysis |
| Date: | 2024 |
| Issue Date: | 2024-09-04 13:51:37 (UTC+8) |
| Abstract: | 組織為了營運會實施許多活動，其中包含了研發、行銷以及生產品管活動等。組織關鍵活動（Organizational Critical Activities, OCAs）由洪為璽博士(Hung, 2006)於2006年提出，定義為組織內「最優先考慮、投入大量資源且獲得高階管理者經常監控指導的活動」，這些活動對公司短、中、長期的成功至關重要。在醫藥產業中，藥廠為確保營運的持續發展，必須針對其特定組織型態的關鍵活動進行專注投資，以極大化投資回報率，對營運短期至長期均有顯著影響。本研究希望透過深入探討不同組織型態的藥廠中，組織關鍵活動對公司成功影響的重要性差異，分析不同藥廠在這些活動上的資源投入差異，並了解背後原因及提出經營建議。透過與藥廠高階主管的訪談，分析比較台灣外商藥廠及代理商藥廠的組織關鍵活動之重要性差異，了解不同組織型態與組織關鍵活動的關聯性，進而對資源配置的合理性及競爭力提出評論與建議。在外商藥廠的分析中，由於其研發或行銷資源較豐富，特別是跨國大藥廠，產品組合眾多，能投入更多資源在中、長期的組織關鍵活動，如進行臨床試驗以擴大產品發展策略，透過舉辦專家諮詢委員會會議了解各地市場的未滿足醫療需求並進行當地臨床試驗。相較之下，代理商因無臨床試驗資源開發新產品，只能通過商業發展取得與其他原廠的合作，拓展產品線。代理商特別注重財務營收表現，故投資較多短期的組織關鍵活動。無論哪種組織型態，唯有了解市場趨勢與競爭態勢，將資源投入對組織成功有影響力的組織關鍵活動，才能為組織帶來最大效益，實現永續成功。
To ensure smooth operations, organizations engage in various activities, including R&D, marketing, and production quality management. Organizational Critical Activities (OCAs), are defined as high-priority activities that receive substantial resources and frequent oversight by senior management. They are crucial for short, medium, and long-term success. In the pharmaceutical industry, companies must focus on OCAs specific to their organizational structure to maximize ROI. This policy significantly impacts both short- and long-term operations. This study explores the importance of OCAs in different types of pharmaceutical companies, analyzes resource allocation differences, and provides management recommendations based on these insights.
Through interviews with senior executives from pharmaceutical companies, this study compares the importance of OCAs between foreign pharmaceutical companies and local agency pharmaceutical companies in Taiwan. It examines the relationship between organizational types and OCAs, offering suggestions on resource allocation and competitiveness.
Foreign pharmaceutical companies, due to their abundant resources in R&D and marketing, particularly large multinationals with diverse product portfolios, can invest more in medium- to long-term OCAs. These include conducting clinical trials to expand product strategies and using advisory boards to understand unmet medical needs in various markets.
In contrast, local pharmaceutical agencies, lacking resources for clinical trials to develop new products, expand their product lines through business development and partnerships with original manufacturers. These companies focus more on financial performance and invest more in short-term OCAs.
Regardless of organizational type, understanding market trends and competitive dynamics, and investing resources in impactful OCAs, are crucial for maximizing benefits and achieving sustainable success. |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932021 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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