政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/38490
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51103504      在线人数 : 884
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/38490


    题名: 探討顧客關係、知識創造與動態能力對企業進入新市場領域之影響-以A公司為例
    A study of the influence of customer relationship, knowledge creation and dynamic capability upon performance of new business development
    作者: 王彬
    Wang, Pin
    贡献者: 吳豐祥
    尹啟銘
    王彬
    Wang, Pin
    关键词: 知識創造
    動態能力
    顧客關係
    知識螺旋
    競爭優勢
    新事業發展
    Knowledge Creation
    Dynamic Capability
    Customer Relationship
    Knowledge Spiral
    Competitive Advantage
    New Business Development
    日期: 2008
    上传时间: 2010-04-09 09:24:01 (UTC+8)
    摘要: 企業當如何跨越市場進入門檻以追求未被開發市場，並滿足未被創造或未被滿足的需求？本論文透過理論探討與個案分析，研究企業跨市場領域開發所需的關鍵因素與成功做法，以提昇企業之競爭優勢。

    個案研究以儀器界先驅的惠普/安捷倫科技為對象，研究該公司在知識創造、動態能力與顧客關係三大構面對進入電信監控管理系統市場績效的影響，以及彼此之間的相互影響。顧客關係研究變數採顧客信任與忠誠度；知識創造研究變數採認識論與本體論知識螺旋；而動態能力研究變數則採企業之流程、位置與路徑。

    研究發現顧客關係、知識創造與動態能力三項關鍵因素，對個案公司進行跨市場領域開發績效有直接影響，彼此之間亦呈相互影響之關係。個案公司的成功做法為，以顧客優先的顧客管理流程，配合前線員工與顧客良好的互動關係，發展互信關係。鼓勵員工坦誠溝通、提供自主且相互尊重的工作環境，以利組織知識創造。管理階層重視各級員工的訓練與培育，使內隱知識得以順利累積與轉換。因應市場需求變化，企業對流程與策略性資源之調整能力與速度，影響其競爭能耐的蓄積。

    與顧客建立高度互動的組織交流機制，透過專案執行互動過程，產生知識轉換創造新知。知識轉換程度越深，雙方互信與互賴程度越高，對忠誠度越有幫助。此作法可以提昇顧客關係與知識創造的貢獻。企業與顧客培養共同成長路徑，有助雙方未來策略位置發展的互賴關係，信任與忠誠度就越高。此作法可提昇顧客關係與加強動態能力的關係。企業專注於本業，培養專業團隊長期精耕市場、透過購併補強實力、隨時保持知識創造的最佳環境與流程，以培養未來策略性資源。此作法對組織知識創造與動態能力之提昇，均有助益。

    研究結論顯示，企業利用高度互動的組織交流機制，透過前線員工與顧客創造知識轉換，建立共同成長路徑，培養策略性資源開發的互信互賴關係，提昇顧客忠誠度，以跨越進入新市場領域的門檻。企業最前線組織是知識創造的關鍵單位，其管理階層扮演知識創造及動態能力更新之重要角色，透過由中而下而上的管理過程，培養企業最佳的競爭優勢。
    本研究提出三點管理實務建議：企業當隨時調整內部流程以配合顧客之個別流程，從雙方高度互動中創造共鳴性知識，達到雙贏局面；企業應當加強市場需求辨識敏銳度，提昇組織更新內外部能力的效率，創造嶄新優勢；深化企業文化與價值於員工心中，建立樂於分享之工作環境與氛圍，深紮成長根基。
    How enterprise crosses the knowledge gap to get into undeveloped marketplaces or satisfy unmet customer needs?

    This research adopts the “Case Study” research method to study the success factors and best practices from selected enterprise who has been successfully crossed the knowledge gap and won the installed-base from new marketplaces.
    This research selects HP/Agilent Technologies as the target company, who is the market leader among the test and instrument industry. This research framework is consists of knowledge creation, dynamic capability and customer relationship dimensions. Purpose to validate each research dimension is able to contribute the performance of getting into new marketplace or not, and also validate the interrelationship across these three dimensions. The variables used for customer relationship dimension include customer trust and loyalty, for knowledge creation dimension include knowledge spirals of epistemological and ontological domains, for dynamic capability dimension include key process, position and path of enterprise.

    Findings of this research: (1) these three research dimensions have been validated all are able to contribute to the performance of new entrance, and every dimension also interrelates to others. (2) Best practices from the case-study company include front-end employees follow the “Customer First” culture to develop the best customer relationships and gain mutual trust from owned customers. Trust and respect people, and encourage open communications both contribute to knowledge creation. Management team not only supports the employee development, but also delivers the training programs by themselves, which accelerates the knowledge conversion and accumulation. Proactively change on process and resource allocation to echo to the environmental change. (3) Interactive with customer proactively, create new knowledge through project execution. More knowledge conversion, more trust. More trust, then higher customer loyalty. (4) Develop learning path together with customer, which creates the interdependence relationships with customer when moves to next strategic position. (5) Be focused and rely on dedicated team to invest on market development, support with valuable solution offering, and manage the most updated knowledge creation processes to develop long-term strategic resources.

    Conclusions of this research, (1) enterprise adopts proactive account management approach to interact with customers. The front-end employee creates knowledge conversion and learning path with customer for next strategic resource development. (2) The field middle-level manager plays critical role on knowledge creation and dynamic capability update.

    Recommendations on managerial practice include (1) enterprise should adopt internal change proactively to match with individual account process, which promotes the best interactions with customers. (2) Enterprise should be more sensitive to distinguish the external change, and improve organizational capabilities to maintain his competitive advantage. (3) Cultivate corporate culture and values into people mindset. Encourage employee shares success with others.
    參考文獻: 一、中文文獻
    1.王振光(2004)，「組織學習機制對動態能力的影響」，私立東海大學企業管理學系碩士班碩士論文。
    2.王祥彥（2007），「採討組織學習對競爭優勢之影響－以動態能力觀點」，國立東華大學企業管理系碩士論文。
    3.吳美惠（2004），「跨疆域知識移轉之探討－以統一超商為例」，國立政治大學企業管理研究所碩士論文。
    4.林子正(2005)，「OEM/ODM廠商轉型自有品牌經營之行銷通路建構歷程研究–以明基電通為例」，國立政治大學科技管理研究所碩士論文。
    5.張旭男(2002)，「應用動態能力架構探討企業發展途徑」，私立東海大學企業管理研究所碩士論文。
    6.陳芃婷（2003），「主動培養核心能力以創造競爭優勢：以鴻海企業為實證案例」，國立交通大學科技管理研究所博士論文。
    7.曾大軒(2007)，「品牌信任、品牌情感與契合度類型對品牌延伸之影響：以搜尋品及體驗品為例」，臺灣大學/國際企業學研究所碩士論文。
    8.黃文仙（2002），「顧客互動強度、顧客知識管理能力及顧客特性對新產品績效影響之研究-以台灣資訊軟體產業為例」，中原大學企業管理研究所碩士論文。
    9.楊佳珮（2003），「跨領域整合大學實驗室之核心能力與知識創造活動之研究：以台大微奈米機電系統實驗室為例」，政治大學科技管理研究所碩士論文。
    10.賴淑瑾(2006)，「知識擴散方式對顧客價值與組織效能之影響－以中華電信行動通信分公司為例」，義守大學管理研究所碩士論文。
    11.錢惠千（2001），「知識管理的學習與致能對創造顧客價值影響研究」，國立臺北科技大學生產系統工程與管理研究所碩士論文。
    12.簡永在（2002），「顧客關係策略與顧客價值、滿意度及行為意向關聯性之研究」，國立台北科技大學商業自動化與管理研究所碩士論文。
    二、英文文獻
    1.Anderson, James C. and Narus, James A. (1991),“Partnering as a Focused Market Strategy,” California Management Review, Vol. 33 (Spring), 95-113.
    2.Badaracco, J.L. (1991 ed.), The Knowledge Link: How Firms Compete Through Strategic Alliances, Harvard Business School Press.
    3.Benbasat, I., Goldstein, D. and Mead, M. (1987), The Case Research Strategy in Studies of Information Systems, MIS Quarterly.
    4.Davenport, T. & Prusak, L. (1998), Working Knowledge, Harvard Business School Press.
    5.Dwyer, F. Robert, Schurr, Paul H., and Oh, Sejo (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, Vol. 51 (April), 11-27.
    6.Eisenhardt KM. and Martin JA. (2000), “Dynamic Capabilities: What Are They?” Strategic Management Journal, Vol. 21, 1105-1121.
    7.Garbarino, Ellen and Johnson, Mark S. (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship,” Journal of Marketing, Vol. 63 (April), 70-87.
    8.Gronroos, C. (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” Management Decision, Vol. 32, No. 2, 4-20.
    9.Hax, A. C. and Majiuf, N. S. (1991), The Strategy Concept and Process: a Pragmatic Approach, Englewood Cliffs, New Jersey: Prentice-Hall.
    10.Hedlund, G. (1994), “A Model of Knowledge Management and the N-form Corporation,” Strategic Management Journal, Vol. 15, 73-90.
    11.Hergert, M. and Morris, D. (1998), “Trends in international collaborative agreement,” in F. J. Contractor and P. Lorange, eds., Cooperative Strategies in International Business, Lexington, Mass.: Lexington Books, D. C. Heath.
    12.Ho, Yung-Ching and Tsai, Tracy (2006), “The Impact of Dynamic Capabilities with Market Orientation and Resourced-Based Approaches on NPD Project Performance,” Journal of American Academy of Business, Cambidge, Vol. 8, No. 1 (March), 215-229.
    13.Huseman, R. C. & Goodman, J. P. (1999), Leading with Knowledge: The Nature of Competition in the 21st Century, Sage, California.
    14.Javidan, M., (1998), “Core Competence: What does it mean in Practice?” Long Rang Planning, Vol. 31, No. 1, 60-71.
    15.Jackson, Barbara B. (1985), Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships. Lexington, MA: D.C. Heath and Company.
    16.Kolter, Philip (2003), A Framework For Marketing Management, Prentice Hall
    17.Lopez, Salvador Vivas (2005), “Competitive Adavntage and Strategy Formultaion,”Management Decision, Vol. 43, No. 5, 661-669.
    18.Lonergan, Declan (2005), “Customer Experience is Key to European MNO’s Growth in a Saturated Market,” Yankee Group DecisionNote Trend Analysis.
    19.Luo, Y. (2000). “Dynamic Capabilities in InternationalEexpansion,” Journal of World Business, Vol. 35, No. 4, 355-378.
    20.Narayandas, Das (2005), “Building Loyalty in Business Markets,” Harvard Business Review, September, 131-139.
    21.Nonaka, I. and Konno, N. (1998), “The concept of ‘Ba’: building a foundation for knowledge creation”, California Management Review, Vol. 40, No.3, 40-54.
    22.Nonaka, I. and Takeuchi, H. (1995), The Knowledge Creating Company, Oxford University Press.
    23.Polanyi, M. (1967), The Tacit Dimension, Doubleday Anchor, Garden City, NY.
    24.Porter, M. E. (1980), Competitive Strategy, Free Press, New York.
    25.Prahalad, C.K. and Ramaswamy, Venkatram (2000), “Co-opting Customer Competence,” Harvard Business Review, January-February, 79-87.
    26.Quinn, J. B., Anderson, P. and Finkelstein, S. (1996), “Managing Professional Intellect: Making the Most of the Best.” Harvard Business Review, Vol, 84, 71-80.
    27.Ranft, A. and Lord, M. (2002), “Acquiring new technologies and capabilities: a grounded model of acquisition implementation,” Organization Science, Vol. 13 No. 4, 420-441.
    28.Ravald, A. and Gronroos, C. (1996), “The value concept and relationship marketing,” European Journal of Marketing, Vol. 30 No.2, 19-30.
    29.Reichheld, Frederick F. and Schefter, Phil (2000), “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, Vol. 78 (July/August), 105-113.
    30.Selnes, Fred (1998), “Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships,” European Journal of Marketing, Vol. 32, Nos 3-4, 305-322.
    31.Sheth, J. and Parvatiyar, A. (1995), “The evolution of relationship marketing,” International Business Review, Vol. 4, No. 4, 397-418.
    32.Shrivastava, P. (1983), “A typology of organizational learning system,” Journal of Management Studies, Vol. 20, 7-28.
    33.Sirdeshmukh, Deepak, Singh, Jagdip, and Sabol, Berry (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, Vol. 66 (January), 15-30.
    34.Teece, David J, Pisano, Gary, and Shuen, Amy (1997), “Dynamic Capabilities and Strategic Management,” Strategic Management Journal, Vol. 18, No. 7, 509-533.
    35.Urban, Glen L., Sultan, Fareena, and Qualls, William J. (2000), “Placing Trust at the Center of Your Internet Strategy,” Sloan Management Review, Vol. 42 (Fall), 39-49.
    36.Wikstrom, S. and Normann, R. (1994), Knowledge and Value: A New Perspective on Corporate Transformation, Routledge, London.
    37.Yim, Chi Kin, Tse, David K., and Chan, Kimmy WA (2008), “Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer-Firm Affection and Customer-Staff Relationships in Services,” Journal of Marketing Research, Vol. XLV (December), 741-756.
    38.Yin, K. R. (1994), Case Study Research: Design and Methods, London: Sage.
    39.Zollo, M., and Winter, G.S. (2002), “Deliberate Learning and the Evolution of Dynamic Capabilities,” Organization Science, Vol. 6, No. 1, 76-92.
    40.Zott, C. (2003), “Dynamic Capabilities and the Emergence of Intra-Industry Differential Firm Performance: Insights from a Simulation Study,” Strategic Management Journal, Vol. 24, No. 2, 97-125
    三、書籍
    1.Dorothy, Leonard-Barton著，王美音(民87譯)，《知識創新之泉》，遠流出版。
    2.Nonaka, Ikujiro and Takeuchi, Hirotaka著，楊子江、王美音(民86譯)，《創新求勝》，遠流出版。
    3.Robert K.Yin 著、尚榮安(民90譯)，《個案研究》，弘智文化出版。
    4.Kim, W. Chan and Mauborgne, Renee著，黃秀媛 (民94譯)，《藍海策略》，天下文化。
    5.Robbins, Stephen P.著，王秉鈞 (84譯)，《管理學》，華泰書局。
    6.林宏文、惠友會 (民97)，《惠普人才學》，財信出版。
    7.柯林斯著、詹鎮川 (民97譯)，《惠普之道》，德威國際文化。
    8.張紹勳(民90），《研究方法》滄海出版社。
    9.黃河明著、何佳瑜採訪整理(民89)，《黃河明的惠普經驗》，天下文化。
    10.劉幼琍(民93)，《電訊傳播》，雙葉書廊。
    四、網站
    安捷倫科技網站 http://www.agilent.com
    行政院國家資訊通信發展推動小組 http://www.nici.nat.gov.tw
    國家通訊傳播委員會http://www.ncc.gov.tw
    惠普科技網站 http://www.hp.com
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    92932906
    97
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0929329061
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    32906101.pdf1234KbAdobe PDF21442检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈