第四章 結論
4.2 總結
國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
85
源自於優秀的人才。能持續透過創新來打造或是改進自己的產品，讓現有使用者 更為滿意並且讓新的使用者加入就是形成生態圈的第一步。在網路科技尚未普及 的年代，企業也許能投入三成的資源來創新，剩下七成的資源用來行銷尚未完善 的產品也還有機會成功。但在資訊與科技普及的今天，消費者掌握資訊的能力呈 爆炸性的提升而且實驗和失敗的成本已經顯著降低，更使的企業應該透過創新來 提供更高的附加價值。無論是谷歌不斷優化的搜尋引擎，亞馬遜打造的購物入口 網站，或是星巴克的體驗都來自於企業本身的洞見。
選擇打造開放式平台，樂於分享而不封閉堡壘
自覺企業會把目標著眼於長期並且擁有生態的思維。能透過一群產品與服務 把大群使用者和供應商聚集形成的多邊市場(平台)。透過互利的商業模式分享成 果，促使平台出現更多特色，相對開放的模式將能推動生態圈的良性循環，因為 顧客，企業夥伴都能推出新應用新想法來創造更多新價值，為新生態圈帶來更多 成長。同時企業必須擁有獨特的洞見，使產品或服務能不斷創新，使顧客能享受 更加新奇又實用的產品與服務。藉由打造平台，改變過往產業鏈是單向垂直的模 式與思維，把企業與個人都轉換成顧客與使用者以及內容提供者達到多方交流互 動並產生互惠互利的加乘效果。當然，從谷歌的例子來看，搜尋引擎能打造成一 個生態圈起因是優秀員工得以創造出 AdWords 的商業模式。
4.2 總結
自覺的商業思維是一個光譜，從低自覺到高自覺，可以說是一個沒有終點的 流程。只能透過每個企業活動，累積以及展現自覺的全面能量。例如亞馬遜為了 能提供顧客最低的價格，因此對供應商在價格上的要求十分強硬，引起了出版商，
零售商，作家等圖書產業成員的不滿。亞馬遜堅決將顧客放在第一位，這項策略
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
86
符合公司的承諾。但是長期的書價折扣最終會把壓力轉嫁到作者身上，以及需要 賣很多書才能獲利的書店。如此一來，可能會影響整個生態，影響書籍內容的多 寡。但是，Bezos 認為，低價與科技的結合能夠擴大市場，降低成本，促使消費 者購買更多書籍，同時，為了與亞馬遜競爭，實體書店必須更為進化，展現出網 路書店無法提供的特色以及體驗。因此，雖然實體書店不會像過去那麼多，但是 現階段能營運良好的實體書店都具有難以取代的特色，這對消費者來說也是一種 好處。亞馬遜也持續利用這樣的優勢，替包含作者在內的利害關係人創造成長與 機會，直到目前為止，亞馬遜都能順利通過重重的公共監督，持續推動正向循環。
自覺企業不著重於單一利害關係人，而是思考如何能讓所有利害關係人長期獲利。
儘管依企業目標，環境，能力不同的影響，利害關係人還是會有其優先順序，但 這是為了使所有利害關係人互利的做法，而不是目的。像是亞馬遜就成功地以滿 足顧客需求為出發點，啟動了正向循環。
在所有企業中，顧客，員工，資金是最核心的利害關係人。自覺企業透過系 統性的思維看清供應上，環境，社區，以及人文精神，對整個企業生態的重要性，
透過創新的整合，試圖創造出長期的正向循環。尚若在條件尚未充分時過度強調 與特定利害關係人的關係，反而會無法達到這個目的。舉例來說，致力於提升公 平咖啡採購的星巴克並不是在一開始就全面採用有公平採購認證的咖啡，而是採 用循序漸進的方式。若星巴克打從初期就全面採用，就如同一些市面上的小型咖 啡館一樣，則可能會形成成本過高，使企業無法擴大規模，造成缺乏足夠的影響 力來改變咖啡豆供應商來使用永續的栽種以及人道的對待咖啡農使其擁有足夠 生活的薪資報酬並在安全的環境下工作。換句話說，要啟動正面循環，必需累積 集體的共識與力量。真正具備自覺思維的企業，會採取宏觀的視野，做長期的評 估與策略。有時候不做短期正確之事，只是時候因為外部氣候尚未達到能成功推 動正向循環的條件。由於自覺企業涉及企業經營的所有面向，因此必須由組織的 最高領導人所帶動。要啟動企業的正向循環還是必須先鞏固企業的鐵三角:員工，
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
87
顧客，投資人。 而這鐵三角循環的起點，是與企業最緊密相連的員工。由於員 工花費大量的時間與精力在企業內，企業領導人能透過崇高宗旨，制度以及文化 來影響員工的想法，動機和行為。為此，擁有志同道合的員工，絕對是實踐正向 循環的第一步。
‧
1. Achor, Shawn. The happiness advantage: The seven principles of positive psychology that fuel success and performance at work. Random House, 2011.
2. Ariely, Dan. Predictably irrational. New York: HarperCollins, 2008.
3. Barton, Dominic. "Capitalism for the long term." Harvard Business Review 89.3 (2011): 84-91.
4. Beck, Don Edward, and Christopher C. Cowan. Spiral dynamics. Malden, MA:
Blackwell Business, 1996.
5. Ben-Shahar, Tal. Happier: Learn the secrets to daily joy and lasting fulfillment.
McGraw-Hill Companies, 2007.
6. Benston, George J., and Al L. Hartgraves. "Enron: what happened and what we can learn from it." Journal of Accounting and Public Policy 21.2 (2002):
105-127.
7. Berry, Michael A., and Dennis A. Rondinelli. "Proactive corporate environmental management: a new industrial revolution." The Academy of Management
Executive 12.2 (1998): 38-50.
8. Cortada, James. Rise of the knowledge worker. Routledge, 2009.
9. Christensen, Clayton M., James Allworth, and Karen Dillon. How Will You Measure Your Life?. Harper Business, 2012.
10. Clikeman, Paul M. "Return of the Socially Conscious Corporation-Companies like Ford and Johnson & Johnson now report more than just financial results.
They also report environmental, social, and economic performance." Strategic Finance 85.10 (2004): 22-27.
11. Csikszentmihalyi, Mihaly, and Mihaly Csikzentmihaly. Flow: The psychology of optimal experience. Vol. 41. New York: HarperPerennial, 1991.
12. De Quervain, Dominique J-F., et al. "The neural basis of altruistic punishment."Science (2004).
‧
13. Eisenhardt, Kathleen M. "Building theories from case study research." Academy of management review 14.4 (1989): 532-550.
14. Elkington, John. "Cannibals with forks." The triple bottom line of 21st century(1997).
15. Elkington, John. "Enter the triple bottom line." The triple bottom line: Does it all add up (2004): 1-16.
16. Fredrickson, Barbara L. "The role of positive emotions in positive psychology:
The broaden-and-build theory of positive emotions." American psychologist 56.3 (2001): 218.
17. Freeman, R. Edward. "Stakeholder management: framework and philosophy."Pitman, Mansfield, MA (1984).
18. Freeman, R. Edward, Andrew C. Wicks, and Bidhan Parmar. "Stakeholder theory and “the corporate objective revisited”." Organization science 15.3 (2004):
364-369.
19. Friedman, Milton. The Social Responsibility of Business is to Increase its Profits.The New York Times Magazine, September 13, 1970.
20. Friedman, Milton. The social responsibility of business is to increase its profits.
springer berlin heidelberg, 2007.
21. Frooman, Jeff. "Socially Irresponsible and Illegal Behavior and Shareholder Wealth A Meta-Analysis of Event Studies." Business & Society 36.3 (1997):
221-249.
22. Fox, Loren. Enron: The rise and fall. John Wiley and Sons, 2003.
23. Friedman, Milton. Capitalism and freedom. University of Chicago press, 2009.
24. Gallup Consulting. 2013. Low workplace engagement offers opportunities to improve business outcomes. Washington, DC: Gallup Inc.
25. Gimenez, Cristina, Vicenta Sierra, and Juan Rodon. "Sustainable operations:
Their impact on the triple bottom line." International Journal of Production Economics 140.1 (2012): 149-159.
26. Goleman, Daniel, Richard Boyatzis, and Annie McKee. Primal Leadership:
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
90
Unleashing the Power of Emotional Intelligence. Harvard Business Press, 2013.
27. Greene, William A. "The Fallacy of Misplaced Concreteness." Psychosomatic medicine 30.6 (1968): 873-880.
28. Herzberg, Frederick I. "Work and the nature of man." (1966).
29. Hillman, Amy J., and Gerald D. Keim. "Shareholder value, stakeholder
management, and social issues: what's the bottom line?." Strategic management journal 22.2 (2001): 125-139.
30. Hsieh, Tony. Delivering happiness: A path to profits, passion, and purpose.
Hachette Digital, Inc., 2010.
31. Hawken, P., Lovins, Amory B., L. and Hunter Lovins. "A road map for natural capitalism." (1999).
32. Inayatullah, Sohail. "Spirituality as the fourth bottom line?." Futures 37.6 (2005):
573-579.
33. Kahneman, Daniel, et al. "The structure of well-being in two cities: life
satisfaction and experienced happiness in Columbus, Ohio; and Rennes, France."
International differences in well-being (2010): 16-33.
34. Linley, P. Alex, and Stephen Joseph, eds. Positive psychology in practice.
Hoboken, NJ: Wiley, 2004.
35. Machlup, Fritz. The production and distribution of knowledge in the United States. Vol. 278. Princeton university press, 1962.
36. Mackey, John, and Rajendra Sisodia. (品格致勝)Conscious Capitalism, With a New Preface by the Authors: Liberating the Heroic Spirit of Business. Harvard Business Review Press, 2014.
37. Maslow, Abraham Harold. "A theory of human motivation." Psychological review 50.4 (1943): 370.
38. Maslow, Abraham H. A theory of human motivation. Start Publishing LLC, 2013.
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
91
39. McLean, Bethany, and Peter Elkind. The smartest guys in the room: The amazing rise and scandalous fall of Enron. Penguin, 2013.
40. Oldenburg, Ray. The great good place: Cafés, coffee shops, community centers, beauty parlors, general stores, bars, hangouts, and how they get you through the day. New York: Paragon House, 1989.
41. Porter, Michael E., and Mark R. Kramer. "Creating shared value." Harvard business review 89.1/2 (2011): 62-77.
42. Rand, David G., et al. "Positive interactions promote public cooperation."Science 325.5945 (2009): 1272-1275.
43. Roberts, Gregory David. Shantaram. Hachette UK, 2012.
44. Roman, Ronald M., Sefa Hayibor, and Bradley R. Agle. "The Relationship Between Social and Financial Performance Repainting a Portrait." Business &
Society 38.1 (1999): 109-125.
45. Romero, Eric J. "Are the great places to work also great performers?." The Academy of Management Executive 18.2 (2004): 150-152.
46. Schneider, Benjamin. "Welcome to the world of services management." The Academy of Management Executive 18.2 (2004): 144-150.
47. Schwarz, Steven L. "Enron and the Use and Abuse of Special Purpose Entities in Corporate Structures." U. Cin. L. Rev. 70 (2001): 1309.
48. Smith, Adam. The wealth of nations [1776]. na, 1937.
49. Sivanathan, Niro, et al. "Leading Well: Transformational Leadership and Well-Being." International Positive Psychology Summit, 2nd, Washington, DC, US; A version of this chapter was presented at the aforementioned conference..
John Wiley & Sons Inc, 2004.
50. Simon, Bryant. Everything but the coffee: Learning about America from Starbucks. Univ of California Press, 2009.
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
92
51. Sinek, Simon. Start with why: How great leaders inspire everyone to take action.
Penguin, 2009.
52. Sisodia, Rajendra S., Jagdish N. Sheth, and David B. Wolfe. Firms of endearment: How world-class companies profit from passion and purpose.
Pearson Education, 2014.
53. Stern, Nicholas, ed. The economics of climate change: the Stern review.
cambridge University press, 2007.
54. Stringer, Leigh. The green workplace: Sustainable strategies that benefit employees, the environment, and the bottom line. Macmillan, 2010.
55. Verschoor, Curtis C., and Elizabeth A. Murphy. "The financial performance of large US firms and those with global prominence: how do the best corporate citizens rate?." Business and Society Review 107.3 (2002): 371-380.
56. Victor Lipman. Study Explores Drivers of Employee Engagement.
www.forbes.com December 14,2012.
57. Training, Dale Carnegie. "What drives employee engagement and why it matters." Dale Carnegie Training. New York (2012).
58. Waddock, Sandra A., and Samuel B. Graves. "The corporate social performance." Strategic management journal 8.4 (1997): 303-319.
59. Waddock, Sandra A., Charles Bodwell, and Samuel B. Graves. "Responsibility:
The new business imperative." The Academy of Management Executive 16.2 (2002): 132-148.
60. Weber, Roberto A., and Colin F. Camerer. "Cultural conflict and merger failure:
An experimental approach." Management science 49.4 (2003): 400-415.
61. Whitehead, Alfred North. Science and the modern world. Cambridge University Press, 2011.
62. Wilber, Ken. "An integral theory of consciousness." Journal of Consciousness
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
93
Studies 4.1 (1997): 71-92.
63. http://blogs.hbr.org/2013/01/jeff-bezos-on-leading-for-the/
64. http://www.consciouscapitalism.org/
65. http://www.dalecarnegie.com/employee-engagement/engaged-employees-infogra phic/
66. http://ethisphere.com/worlds-most-ethical/wme-honorees/
67. http://electronics.howstuffworks.com/gadgets/kitchen/clover-coffee-maker.htm 68. http://www.forbes.com/sites/benkepes/2014/07/29/just-how-big-is-amazons-clou
d-business/
69. http://fortune.com/2011/11/17/howard-schultz-brews-strong-coffee-at-starbucks/
70. http://finance.yahoo.com/echarts?s=AMZN+Interactive#symbol=AMZN;range=
71. http://www.glassdoor.com/Reviews/Amazon-com-Reviews-E6036.htm
72. http://www.greatplacetowork.com/best-companies/100-best-companies-to-work-for
73. http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx 74. Generation Y: They've arrived at work with a new attitude.
http://digitizingamerica.shanti.virginia.edu/sites/digitizingamerica.shanti.virginia .edu/files/USATODAY.com%20-%20Generation%20Y:%20They've%20arrived
%20at%20work%20with%20a%20new%20attitude.pdf
75. http://www.internetlivestats.com/internet-users/ retrieved on 2014/09/23 76. http://investor.google.com/financial/tables.html
77. http://kff.org/health-costs/report/2014-employer-health-benefits-survey/
78. http://www.thejakartapost.com/news/2012/04/04/yahoo-dumping-2000-workers-l atest-purge.html
79. http://universumglobal.com/ideal-employer-rankings/regional-results/apacs-most -attractive-employers-2014/
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
94
80. http://www.washingtonpost.com/wp-srv/washtech/daily/nov98/amazon110898.ht m