第五章 結論與建議
第二節 研究建議
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
96
第二節 研究建議
壹、 實務上之建議
最後，本研究根據以上結論對實務上做出建議：
一、台灣 B2B 製造業廠商若是產業中的後進者，無論選擇何種適合後進者 的產品創新策略，都可以將建構自有品牌納入發展計畫中，即使產品不是以一般 消費者為主，擁有自有品牌能亦對創新有幫助，此即果符合近年來許多製造業代 工廠轉型趨勢，顯示擁有自我品牌在國際市場競爭的重要性。
二、B2B 製造業廠商若決定採行快速追隨者策略，規模愈大的廠商，愈有資 源來進行製程研發與建立大規模生產優勢，而以成本導向的低價策略競爭，在廠 商彼此殺價競爭下，代工製造的廠商則易陷入微利的紅海困境，所以 B2B 製造 業廠商若處於加值鏈區段較後端，則在產業加值練中較可以獲得較高比例的價值。
台灣近年代工製造業的趨勢是大者愈大，開始產業淘汰整併，想要採行快速追隨 者之廠商，其競爭關建是要擁有較大規模與資源優勢，才能在全球化市場生存。
三、採行聚焦利基策略的 B2B 製造業廠商，其處於加值鏈區段後端，產品 複雜度較高才有客製需求的改變空間。若其市場廣度較大，則必須配合當地市場 情境，運用拓展產品線來滿足當地特殊需求，而要了解各市場環境的文化脈絡，
需要較大資源去投入行銷研究，因此規模較大廠商較有利於在高市場廣度中發展 聚焦利基策略。
四、若產業內競爭者的創新策略型態傾向進行低破式創新，則廠商必須留意 這些競爭廠商所開發的新產品，可能會破壞既有市場的規則並造成產業內廠商地 位的改變。若廠商自身採行低破式策略，在推出簡化、低階的新產品時，可以配
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
97
合行銷研究活動來減低市場風險。此外亦須將資源持續投入在低階產品的研發創 新，在維持較低成本下提升產品的品質性能，以期待未來能重返主流競爭。而值 得注意的是，與顧客協同創新，過度消費者導向則對廠商採行低破式策略較不利，
因此產業鏈內的廠商應該對市場情勢與發展機會有清楚認知，不能一味專注現有 市場占有率，必須了解與合作對象進行協同創新的產品，對於產業來說究竟是屬 於維持性創新還低破式創新。
貳、 後續研究之建議
一、針對廠商創新策略的影響因素面向做更深入的研究。由於本研究利用產 業創新活動調查之資料庫，其原始問卷在問題設計上較為簡化，因此後續研究也 許可以更深入探討某創新因素為何與該項產品創新策略有顯著關係，並進行驗證，
彌補本研究不足之處。
二、本研究以台灣地區 B2B 製造業為研究對象，得到相關的結論。建議後 續研究可以針對不同的產業特性或樣本來源做為研究對象，並與本研究進行比較，
相信可對產品創新的策略影響因素有更深的了解。
三、本研究之資料來源是來自「台灣地區第二次產業創新活動調查（Taiwan Technological Innovation Survey 2）」之資料庫。而目前國科會已完成「台灣地區 第三次產業創新活動調查（Taiwan Technological Innovation Survey 3）」，未來研 究可以針對同樣產業或相同分類基準的樣本，進行時間序列之研究，比較前後期 廠商創新活動發展之變化趨勢。
‧
王濟川、郭志剛（2003），Logistic 迴歸模型－方法及應用，五南圖書出版。
甘華鳴編著(2003)，新產品開發，北京市：中國國際廣播出版社。
施培公（1995），企業規模與技術創新，科學與科學技術管理，16(5)：33-41。
陳介玄，1998，台灣產業的社會學研究：中小企業的轉型，台北：聯經出版事
(2007),Contemporary strategy analysis concepts, techniques, applications (6th ed). New York: John Wiley & Sons.）
劉常勇（1997），新產品開發程序，「劉常勇管理學習知識庫」，
Abernathy, W. J., & Utterback, J. M. (1978). Patterns of Industrial Innovation.
Technology Review, 80(7), 40-47.
Ahuja, G., & Lampert, C. M. (2001). Entrepreneurship in the large corporation: A Longitudinal Study of How Established Firms Create Breakthrough Inventions. Strategic Management Journal, 22(6-7), 521-543.
Ansoff, I.H. (1990), Implanting Strategic Management, Prentice Hall International,
‧
Ltd. London
Ansoff, H., & Stewart, J. (1967). Strategies for a technology-based business. Harvard Business Review, 45(6), 71-83.
Arrow, K.J. (1962). “Economic Welfare and the Allocation of Resources for Inventions”,in Nelson, R.R. (ed.), The Rate and Direction of Inventive
Activity: Economic and Social Factors. Princeton University Press. Princeton Audretsch, D. B. (1995). Innovation, growth and survival. International Journal of
Industrial Organization, 13(4), 441-457.
Betz, F. (1993). Strategic technology management. New York: McGraw-Hill.
Bhattacharya, M., & Bloch, H. (2004). Determinants of innovation. Small Business Economics, 22(2), 155-162.
Bonaccorsi, A., & Piccaluga, A. (1994). A Theoretical Framework for the Evaluation of University-Industry Relationships. R & D Management, 24(3), 229-247.
Booz, Allen and Hamilton (1982), New Product Management for the 1980's. NY:
Booz, Allen and Hamilton Inc.
Bower, J. L., & Christensen, C. M. (1995). Disruptive Technologies – Catching the Wave. [Article]. Harvard Business Review, 73(1), 43-53.
Brouwer, E., & Kleinknecht, A. (1999). Innovative output, and a firm's propensity to patent. An exploration of CIS micro data. Research Policy, 28(6), 615-624.
Buisson&Silberzahn(2010). Blue Ocean or Fast-Second Innovation?A Four
Breakthrough Model to Explain Sucessful Market Domination. International Journal of Innovation Management,Vol. 14, No. 3 (June 2010) pp. 359–378 Burgelman, R. A. (1991). Intraorganizational Ecology of Strategy Making and
Organizational Adaptation: Theory and Field Research. Organization Science, 2(3), 239-262. doi: Doi 10.1287/Orsc.2.3.239
Chandy, R. K., & Tellis, G. J. (2000). The incumbent's curse? Incumbency, size, and radical product innovation. Journal of Marketing, 64(3), 1-17.
Chang, Pao-Long a & Tsai ,Chien-Tzu b (2002). Finding the Niche
Position-Competition Strategy of Taiwan’s IC Design Industry. a:Institute of Business and Management, National ChiaoTung University, 4F, 114 Chung-Hsiao W.
Road, Sec.1 Taipei, Taiwan,b:Institute of Business and Management, National ChiaoTung University, and Department of Industrial Engineering and
Management, MingHsin. . Technovation 22 (2002) 101–111 Republic of China
Institute of Technology, 1 Hsin-Hsing Road, Hsin-Fong, Hsinchu, Taiwan, Republic of China
Christensen, C. M. (1997). The innovator's dilemma : when new technologies cause great firms to fail. Boston, Mass.: Harvard Business School Press.
Christensen, C. M., & Bower, J. L. (1996). Customer power, strategic investment, and the failure of leading firms. [Article]. Strategic Management Journal, 17(3),
‧
197-218. doi: 10.1002/(sici)1097-0266(199603)17:3<197::aid-smj804>3.0.co;2-u
Christensen, C. M., & Overdorf, M. (2000). Meeting the challenge of disruptive change. Harvard Business Review, 78(2), 66-+.
Christensen, C. M., & Raynor, M. E. (2003). The innovator's solution : creating and sustaining successful growth. Boston, Mass.: Harvard Business School Press.
Christensen, C. M., & Raynor, M. E. (2003). Why hard-nosed executives should care about management theory. Harvard Business Review, 81(9), 66-+.
Christensen, C. M., & Rosenbloom, R. S. (1995). EXPLAINING THE ATTACKERS ADVANTAGE - TECHNOLOGICAL PARADIGMS, ORGANIZATIONAL DYNAMICS, AND THE VALUE NETWORK. [Article]. Research Policy, 24(2), 233-257. doi: 10.1016/0048-7333(93)00764-k
Clifford, D. K., Jr., & Cavanagh, R. E. (1985). The entrepreneurial corporation. The McKinsey Quarterly (Autumn, 1985). Retrieved online, May 15, 2007, from Business Source , Premier database.
Cohen, W. M., & Klepper, S. (1996a). Firm size and the nature of innovation within industries: The case of process and product R&D. Review of Economics and Statistics, 78(2), 232-243.
Cohen, W. M., & Klepper, S. (1996b). A reprise of size and R&D. Economic Journal, 106(437), 925-951.
Cohen, W. M., Levin, R. C., & Mowery, D. C. (1987). Firm Size and Research-and-Development Intensity - a Reexamination. Journal of Industrial Economics, 35(4), 543-565.
Cooper, R. G.(1998). Product leadership: Creating and launching superior new -products. New York : Perseus Books）
Copulsky, W. (1976). Cannibalism in Marketplace. Journal of Marketing, 40(4), 103-105.
Danneels, E. (2002). The Dynamics of Product Innovation and Firm Competences.
Strategic Management Journal, 23(12), 1095-1121. doi: Doi 10.1002/Smj.275 Danneels, E. (2004). Disruptive Technology Reconsidered: A critique and Research
Agenda. Journal of Product Innovation Management, 21(4), 246-258.
Denning, S. (2005). Why the best and brightest approaches don’t solve the innovation -dilemma. Strategy & Leadership, 33(1), 4–11.
Dewar, R. D., & Dutton, J. E. (1986). The Adoption of Radical and Incremental Innovations - an Empirical-Analysis. Management Science, 32(11), 1422-1433.
Dimmick, J., & Rothenbuhler, E.(1984b). The theory of the niche: Quantifying
competition among media industries. Journal of Communication, 34 , 103-119.
Dobson, Wendy,( 1997), “Crossing Borders: Multinationals in East Asia.” Pp. 223-247, in Multinationals and East Asian Integration, edited by Wendy Dobson
‧
and Chia Siow Yue. Ottawa: International Development Research Centre.
Drejer, A. (2002). Integrating product and technology development. International Journal of Technology Management, 24(2-3), 124-142.
Drucker, Peter F., 1985, Innovation and entrepreneurship： Practice and Principles, New York: Harper and Row
Eisenmann, T. R. (2002). The effects of CEO equity ownership and firm
diversification on risk taking. Strategic Management Journal, 23(6), 513-534.
doi: Doi 10.1002/Smj.236
Ettlie, J. E., Bridges, W. P., & Okeefe, R. D. (1984). Organization Strategy and Structural Differences for Radical Versus Incremental Innovation.
Management Science, 30(6), 682-695.
Foster, R. N. (1986). Innovation : the attacker's advantage. New York: Summit Books.
Fritsch, M., & Meschede, M. (2001). Product innovation, process innovation, and size. Review of Industrial Organization, 19(3), 335-350.
Gilbert, J. T. (1994). Choosing an Innovation Strategy: Theory and Practice. Business Horizons, 37(6), 16-22.
Gomes, L., & Ramaswamy, K. (1999). An Empirical Examination of the Form of The- Relationship between Multinationality and Performance. Journal of
International Business Studies, 30(1), 173-187.
Govindarajan, V., & Kopalle, P. K. (2006a). Disruptiveness of innovations:
Measurement and an assessment of reliability and validity. Strategic Management Journal, 27(2), 189-199. doi: Doi 10.1002/Smj.511 Govindarajan, V., & Kopalle, P. K. (2006b). The usefulness of measuring
disruptiveness of innovations ex post in making ex ante predictions. Journal of Product Innovation Management, 23(1), 12-18.
Govindarajan, V., Kopalle, P. K., & Danneels, E. (2011). The Effects of Mainstream and Emerging Customer Orientations on Radical and Disruptive Innovations.
Journal of Product Innovation Management, 28, 121-132. doi: DOI 10.1111/j.1540-5885.2011.00865.x
Grabowski, H. G. (1968). Determinants of Industrial Research and Development Study of Chemical, Drug, and Petroleum Industries. Journal of Political Economy, 76(2), 292-306.
Grinnel, J., (1904), “The origin and distribution of the chestnut-backed chickadee.”
Auk, 21:364–82.
Hamel, G., & Prahalad, C. K. (1994). Competing for the Future. Harvard Business Review, 72(4), 122-128.
Hannan, M. T., Freeman, J. (1989). Organizational Ecology. Cambridge, Mass:
Harvard Univ. Press.
Hansen, G. S., & Hill, C. W. L. (1991). Are Institutional Investors Myopic - a
Time-‧
Series Study of 4 Technology-Driven Industries. Strategic Management Journal, 12(1), 1-16.
Hax, A. C. & Majluf, N. S. (1991). The strategy concept and process: A pragmatic approach. New Jersey: Prentice Hall.
Henderson, R. M., & Clark, K. B. (1990). Architectural Innovation - the Reconfiguration of Existing Product Technologies and the Failure of Established Firms. Administrative Science Quarterly, 35(1), 9-30.
Hewitt-Dundas, N. & S. Roper. (2000) “Strategic Re-engineering – Small Firms’
Tactics in a Mature Industry” Working Paper No. 45, Northern Ireland Economic Research Centre, Belfast.
Hill, C. W. L., & Rothaermel, F. T. (2003). The performance of incumbent firms in the face of radical technological innovation. Academy of Management Review, 28(2), 257-274.
Hippel, E. v. (1988). The sources of innovation. New York: Oxford University Press.
Hisrich, R. D., & Peters, M. P. (1978). Marketing a new product : its planning, development, and control. Menlo Park, Calif.: Benjamin/Cummings Pub. Co.
Hofer, C. W. & Schendel, D. (1978). Strategy formulation: Analytical concepts.
Minnesota: St. Paul West Publishing.
Hoffman, K., Parejo, M., Bessant, J., & Perren, L. (1998). Small firms, R & D,
technology and innovation in the UK: a literature review. Technovation, 18(1), 39-55.
Hung, Shiu-Wan(2006). Competitive strategies for Taiwan’s thin film transistor-liquid crystal display (TFT-LCD) industry. Department of Business Administration, National Central University, Tao-Yuan 320, Taiwan..
Technology in Society 28 (2006) 349–361
Hutchinson, G.E., (1957) Concluding Remarks.Cold Spring Harbor Symposia on Quantitative Biology, 22, pp.415–427.
Kerin, R. A., Harvey, M. G., & Rothe, J. T. (1978). Cannibalism and New Product Development. Business Horizons, 21(5), 25-31.
Kim, WC& R Mauborgne (2004). Blue Ocean strategy. Harvard Business Review, 82 (10), 76–85.
Koberg, C., Detienne, D. and Heppard, K. (2003) An empirical test of environmental, organizational, and process factors affecting incremental and radical
innovation. Journal of High Technology Management Research, 14, 21–45.
Kotler, P., 1999. Kotler on marketing: how to create, win and dominate markets.
London: The Free Press.
Kotler, P. (2002). Marketing Management, 9th ed., New Jersey: Prentice-Hall.
Kotler, P. & Keller, K. L. (2006). Marketing management (12th ed). New Jersey:
Prentice Hall.
Leonardbarton, D. (1992). Core Capabilities and Core Rigidities - a Paradox in
‧
Managing New Product Development. Strategic Management Journal, 13, 111-125.
Levin, R. C., Klevorick, A. K., Nelson, R. R., & Winter, S. G. (1987). Appropriating the Returns from Industrial-Research and Development. Brookings Papers on Economic Activity(3), 783-831.
Levitt, T. (1966). Innovative Imitation. Harvard Business Review, 44(5), 63-70.
Lieberman, M. B. and D. B. Montgomery (1988).First-mover advantages’, Strategic Management Journal, Summer Special Issue, 9, pp. 41–58
Luecke, R. (2003) Managing Change and Transition,Boston, MA: Harvard Business School Press.
Marquis, D. G. 1972. The anatomy of successful innovation. Managing Advancing Technology, 1:35-48.
Marquish, D.G. 1982. The anatomy of successful innovation. Winthrop Publisher, Cambridge.
Marsh, D. and Oxley, L. (2005) Modelling innovation activity in the New Zealand biotechnology sector. Mathematics and Computers in Simulation 69: 103-112.
Miles, R., Snow, C., Meyer, A., & Coleman, J. (1978). Organizational strategy, structure, and process. Academy of Management Review, 3(3), 546-562.
Mintzberg, H. (1978). Patterns in Strategy Formation. Management Science, 24(9), 934-948.
Moriarty, R. T., & Kosnik, T. J. (1989). High-Tech Marketing - Concepts, Continuity, and Change. Sloan Management Review, 30(4), 7-17.
Myers, D. R., Sumpter, C. W., Walsh, S. T., & Kirchhoff, B. A. (2002). A practitioner's view: Evolutionary stages of disruptive technologies. Ieee Transactions on Engineering Management, 49(4), 322-329. doi: Doi
10.1109/Tem.2002.807295
Nelson, R. R., & Winter, S. G. (1982). An evolutionary theory of economic change.
Cambridge, Mass.: Belknap Press of Harvard University Press.
Oerlemans, L. A. G., Meeus, M. T. H., & Boekema, F. W. M. (1998). Do networks matter for innovation? The usefulness of the economic network approach in analysing innovation. Tijdschrift Voor Economische En Sociale Geografie, 89(3), 298-309.
Peeters, C., & Pottelsberghe de la Potterie, B. v. (2006). Economic and management perspectives on intellectual property rights. Basingstoke England New York:
Palgrave Macmillan..
Porter, M. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York:The Free Press.
Porter, M.E. 1998a. Competitive Advantage: Creating and Sustaining Superior Performance,with a new introduction. New York: Free Press.
Roberts, E.B. & C.A. Berry, Entering New Business: Selecting Strategies for Success,
‧
Sloan Management Review, 3-17, 1985
Rochford and Linda. (1991)“Generating and Screening New Product Ideas”, Industrial Marketing Management, 20, pp. 67-84.
Rosenberg, J. B. (1976). Research and Market Share - Reappraisal of Schumpeter Hypothesis. Journal of Industrial Economics, 25(2), 101-112.
Scherer, F. M. (1965). Firm Size, Market-Structure, Opportunity, and the Output of Patented Inventions. American Economic Review, 55(5), 1097-1125.
Scherer, F. M. (1970). Industrial market structure and economic performance.
Chicago,: Rand McNally.
Scherer, F. M. (1980). Industrial market structure and economic performance (2d ed.). Chicago: Rand McNally College Pub. Co.
Scherer, F. M. (1982). Inter-Industry Technology Flows and Productivity Growth.
Review of Economics and Statistics, 64(4), 627-634.
Schmidt, G. M., & Druehl, C. T. (2008). When is a disruptive innovation disruptive?
Journal of Product Innovation Management, 25(4), 347-369.
Schumpeter, J. A. (1939). Business cycles; a theoretical, historical, and statistical analysis of the capitalist process (1st ed.). New York, London,: McGraw-Hill Book Company, inc.
Schumpeter, J. A. (1942). Capitalism, socialism, and democracy. New York, London,:
Harper & Brothers.
Schumpeter, J. A., & Opie, R. (1934). The theory of economic development; an inquiry into profits, capital, credit, interest, and the business cycle.
Cambridge, Mass.,: Harvard University Press.
Shankar V, Rangaswamy A, Pusateri M. Customer price sensitivity and the online medium. Working paper, 1999.
Shanklin, W. L., & Ryans, J. K. (1984). Organizing for High-Tech Marketing.
Harvard Business Review, 62(6), 164-171.
Siddharthan, N. S. (1988). In-House R-and-D, Imported Technology, and Firm Size - Lessons from Indian Experience. Developing Economies, 26(3), 212-221.
Soete, L. L. G. (1979). Firm Size and Inventive Activity - Evidence Reconsidered.
European Economic Review, 12(4), 319-340.
Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2002). Technological opportunism and radical technology adoption: An application to e-business. Journal of Marketing, 66(3), 47-60.
Thomas, R. J. (1995). New product development: Managing and forecasting for strategic success.
Tripsas, M., & Gavetti, G. (2000). Capabilities, cognition, and inertia: Evidence from digital imaging. Strategic Management Journal, 21(10-11), 1147-1161.
Tsai, K. H., & Wang, J. C. (2005). Does R&D performance decline with firm size? - A re-examination in terms of elasticity. Research Policy, 34(6), 966-976. doi:
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
105
DOI 10.1016/j.respol.2005.05.017.
Trott, P. (2005). Innovation management and new product development (3rd ed.).
Harlow: Financial Times Prentice Hall.
Tushman, M. L., & Anderson, P. (1986). Technological Discontinuities and
Organizational Environments. Administrative Science Quarterly, 31(3), 439-465.
Tushman, M. L., & Rosenkopf, L. (1992). Organizational Determinants of Technological-Change - toward a Sociology of Technological Evolution.
Research in Organizational Behavior, 14, 311-347.
Tushman, M. & Nadler, D. (1986). Organizing for Innovation. California Management Review, 28(3), 74-92.
Utterback, J. M., & Abernathy, W. J. (1975). Dynamic Model of Process and Product Innovation. Omega-International Journal of Management Science, 3(6), 639-656.
Wallin, C. C., & Gilman, J. J. (1986). Determining the Optimum Level for Research-and-Development Spending. Research Management, 29(5), 19-24.
Wernefelt, B., (1984), ‘A resource-based view of the firm’, Strategic Management Journal, 5, 171-180
Worley, J. S. (1961). Industrial-Research and the New Competition. Journal of Political Economy, 69(2), 183-186.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
106
附錄
附錄一、問卷內容
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
107
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
108
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
109
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
110
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
111
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
112
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
113
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
114
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
115
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
116
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
117