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    題名: 新創事業資源取得時機與市場進入時機之探討
    The study of Resource Acquisition Timing and Market Entry Timing for New Ventures
    作者: 許瞻桂
    Hsu. Chan-kuei
    貢獻者: 司徒達賢
    于卓民
    許瞻桂
    Hsu. Chan-kuei
    關鍵詞: 資源可得性
    資源效益性
    資源取得時機
    市場進入時機
    環境有利程度
    補救成本
    availability of resources
    beneficence of resources
    resource acquisition timing
    market entry timing
    the favorability of environment
    redress cost
    日期: 2005
    上傳時間: 2009-09-18 13:18:21 (UTC+8)
    摘要: 摘要
    過去進入時機的研究多落入先發與後進兩分法的比較，探討先發與後進各有怎樣的優勢來源？先發者是否較為成功？後進者應採取怎樣的策略作為？雖然進入順序有相當的重要性，但是產業中除了少數的先發者，絕大多數都是後進者，後進者之間仍有很大的時機差異；此外，僅研究先後順序的影響忽略了情境因素（contingencies），本研究試圖從環境觀點探討怎樣才是好的進入時機？時機有利程度的變化受哪些因素影響？進而探討新創事業應如何進行時機決策，期能補充過去的進入時機理論。
    在以事業單位為分析對象之下，事業進入產業是一項不可逆轉的資源承諾（resource commitment），新創事業特別需要自外部取得資源，因而僅以產品上市代表進入並不貼切；且各種資源有本身環境的變化，其取得也有時機的議題，因而本研究藉由組織生態觀點所強調的環境資源豐富性與可得性、競食與共生群體等概念，從環境觀點分別探討新事業進入產業的「資源取得時機」與「市場進入時機」。
    然而因為研究對象為新創事業，取得外部資源乃為能進入市場，故又必須考量在適當的時間點開始獲取資源（培養能力），以便在進入市場時必要的資源能力到位而使新事業能有效運作，因而資源取得時機與市場進入時機並非獨立而需同時考量，二者在時間上有前後配合的關係。
    由於本研究主題在目前未有足夠的文獻探討，故採用探索性個案研究，先經過四個產業各一個案例做為前導個案研究，以瞭解研究之意涵是否具有理論價值？是否值得繼續進行正式的研究，同時藉以作為後續研究方法設計的參考依據。
    根據Eisenhardt(1989)建議，探索性個案研究仍可帶先驗構念（ a priori constructs）進入田野，本研究第一階段即是帶著「環境有利程度」、「資源可得性」等概念以及產業知識進入田野，進行半結構化的訪談，針對草創期間資源之取得過程以及市場進入時機之回顧，從受訪者對其時機議題的說法歸納其中的道理（reasoning）。從前導個案中又發現「資源效益性」、「補救成本」與「持有成本」的概念以及時機相關理論意涵之後，確認本主題具有研究價值，於是再繼續進行第二階段多重個案的探索，將構念之面向及意涵發展得更加完整，並從個案複現所得到之研究發現推導出命題和觀念模式。
    在第二階段的研究中，本研究將紮根理論方法的開放性譯碼融入Eisenhardt(1989)個案研究建立理論的步驟中，針對前導個案研究中兩個一次到位產業再進行多個案研究；資料來源以訪談為主、產業客觀資料為輔，分析過程包括個案內分析與跨個案分析。
    個案內分析乃利用開放性譯碼對訪談逐字稿分析與時機有關的概念賦予標籤（Labeling）並編碼（Coding），得出該個案的時機相關意涵與概念關係圖。跨個案分析部分先確認構念意涵與效度，再歸納主要的研究發現；前者乃透過不斷反覆於資料與構念之間，逐一界定本研究所發現之重要構念的涵意，並加以精緻化，再將該構念在所有個案逐字稿之證據整合建立證據表，以確認構念的聚合效度與區別效度；後者運用複現邏輯（replication logic）將研究發現之相關證據從個案逐字稿中一一加以引用，藉以強化研究發現。整個研究是一個不斷重複於資料與理論建構的過程（an iterative process），在新增個案之構念及關係皆已重複的情況下，研究者認為已經達到理論飽和。
    本研究的理論貢獻在發展時機相關構念，以及描述環境變化下「何謂時機有利」，過程中並發現資源特性對於取得時機之影響，以之建立資源取得與市場進入之有利時機以及二者如何配合等概念模式。主要的研究結論如下：
    本研究首先要探討的是何謂資源取得之有利時機？由於新創事業往往需要從外部取得資源，在環境觀點下，時機有利程度的變化主要受環境因素的影響，環境變化導致資源可得性以及效益性的變化；此外，資源具有技術進步性者，亦隨著時間演進而效益越來越提升。因而在不同時間取得特定資源，其可得性與效益性不同，能在可得越高、效益性越高之時取得資源，時機越有利，錯失有利時機將發生補救成本。
    另外在「市場環境有利程度」方面，除了市場需求成長性、競爭程度、環境不確定性之外，支援網絡與共生族群協力程度以及基礎設施完備程度等面向在個案證據中亦獲得確認，表示考慮市場進入時機時應依此五項構面加以評估。本研究同時發現此市場環境有利程度變化的驅動因子包括制度環境因素以及產業環境的改變。
    由於研究情境是新創事業，個別資源取得時機除了考量本身資源環境的有利程度之外，尚須與市場進入時機配合，在適當的前置時間開始取得各項資源、培養能力，使進入產業所需具備的基本資源能力都建置完成（取得到位），如此才能掌握市場有利的時機。提前取得由於需等待其他資源齊備而將發生「持有成本」，不過有些資源可回復性高，因而持有成本較低；延後取得則可能延誤市場有利時機而發生「延遲成本」。
    因此，對於新創事業而言，資源取得時機應如何與市場進入時機做配合？在已經預定理想的市場進入時間且延遲成本高之下，進入前必須資源能力到位，故最晚應在各資源（能力）必要之前置時間開始取得，或是提前取得，提前取得與否取決於在前置時間取得之補救成本以及提前取得之持有成本的高低；亦即若為把握有利的資源取得時機以避免較高的補救成本，就要提前取得資源而發生持有成本；反之，若為避免較高的持有成本可能錯過資源有利時機而發生補救成本。
    若是資源的持有成本高且有利的取得時機在預定的取得時間之後，則需考量市場進入時間跟著延後是否錯過有利時機而發生「延遲成本」？延後取得資源與否取決於資源環境變化下取得時機的補救成本以及延後取得之延遲成本的高低；亦即若為把握有利的資源取得時機以避免較高的補救成本，就要延後進入市場而發生延遲成本；反之，若為避免較高的延遲成本可能無法把握資源有利時機而發生補救成本。
    整體而言，各項資源之取得時機除需考量本身時機的補救成本外，尚應考量提前取得之持有成本以及延後取得可能錯過市場有利時機的延遲成本；特別是在市場有利的期間短、稍有延誤則延遲成本很高的情況下，則不能延後取得資源，進而須考量資源面的補救成本和持有成本，決定是否提前取得；若是市場有利的期間長、延後進入之延遲成本不高的情況下，則考量資源面的補救成本、持有成本和市場面延遲成本的高低，決定資源取得時機。如此兼顧市場面及資源面之有利時機，新事業可做出較佳之時機決策以擁有時機優勢。
    從上述結論中引伸出比較重要的管理涵義如下：
    環境變化導致資源取得與市場進入時機之有利程度不同，新事業應在分析市場環境的五個構面之趨勢下，預定理想的市場進入時機，並研判市場有利時機期間的長度，接著一一分析生存所需之基本資源能力應於何時開始取得（培養）；但資源環境的有利時機未必正好落在該時間，故應綜合考量資源補救成本、持有成本與市場延遲成本以決定個別資源之取得時機。因而對於新創事業而言，辨識環境狀況與資源特性，在補救成本、持有成本與市場延遲成本的權衡之下決定資源取得時機，能兼顧資源面與市場面之有利時機；雖然理想上各項資源取得時機有利，又能在有利期間進入市場是最佳狀態，然而實際上往往只能有所取捨。
    在資源特性對於取得時機的影響方面，可得性低的稀少性策略資源（例如管制性資源），只要能在短暫的可得時間取得即是好時機，因為若未取得將導致無法進入產業，或是延誤市場進入時機，需付出相當高的補救成本或是延遲成本；反之，其取得往往能帶來獨佔利益。錯失時機之補救成本越高者，表示該資源的時機越重要。管制性資源的供應者往往就是政府，或是政府可扮演協助取得資源的角色，因而妥善配合政府政策取得資源，是值得新創事業重視的時機策略。可回復性高的資源，提前取得之持有成本較低，在其他條件相同之下可提前取得。技術進步性明顯的資源，越晚取得效益越高，故應必要時方取得。
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