從動態能耐分析汽車產業生存法則~以A公司個案為例

• Main Authors: 周麗娟, Chou, Jessica
• Language: 中文
• Published: 國立政治大學
• Subjects: 動態能耐; 競爭策略; 動態競爭; 過程; dynamic capabilities; competitive strategy; dynamic competion; process
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0100932011%22.

在有限的資源、人力與時間之內，企業必須立即回應市場。回應的時機、選擇的策略符合，才能進入進階賽繼續在不斷變化的環境下迎戰並回擊。每個企業比喻為一個點，每個企業點的「立基」有大有小，但都有限度。立基面積大可能是贏得上一階賽事的優勢，但下一輪考驗的可能是夠小才能勝出，這時，優勢頓時變弱勢。 進入進階賽中的企業，這一階比的可能是人脈與連結。能在這一輪競賽脫穎而出的靠的可能是將點延伸更遠、可能是將一點變多點、也可能是就近不動卻連結出更大的面。在變動的環境中，選擇最遠、最多或不動的思考與決策天天在上演。在新的戰場上，合作以達到目標，用更快更好的方式進行，用開放與互信的模式取得更多盟友認同，目標不應只是立即獲利的數字，必須著眼長遠的未來。合作其實是另一種模式的競爭，因此，選擇競爭策略的變更時間與力道也讓關係更複雜。 個案A公司從創立至今20餘年，在點的立基上不斷隨著市場的推進或要求而轉變。它經歷了幾次的全球性經濟衰退中洗牌而能站立，或許正因為它的動。它在幾次產業需求變動後仍然站立，也許是因為它的不動。面對下一個賽事，個案A公司能否迅速備戰並且創出下一階更寬廣的優勢？ 本研究透過產業的回顧、企業里程碑的反思、自我競爭能耐的分析，企圖驗證動態能耐理論是否能運用於中小企業。藉由理論與實務的對照，個案公司是否能取得更多具參考價值的建議。 === With limited resources, manpower and timing, corporate needs to respond to market rapidly. Only when the respond timing and selected strategy fit to the situation, corporate then is qualified to enter next race. Compare an enterprise to a dot, it can be big or small but founded with limitation. Big size may be the merit to win this battle, but can turn to a weakness in next race. The next race might be about connections. Strategy to win this race may be connecting farther; one dot to multiple dots, or stands still to wave a bigger sphere. Choosing a decision to either move or still is an everyday task. In the new battlefield, cooperation to achieve goal in a faster, better way to proceed. Win more alliances with open and mutual-trust attitude, we need to focus on long-term future than an instant profit figure. Yet, cooperation is just another form of competition. Decision of when to change the competitive strategy and level of the responding force gets complicated. Case A founded 28 years ago. The position it stands on is moving along with the market force. Maybe because of it’s decision to move that made it survived from several global economic crisis. Maybe due to the decision to hold still that allowed it stays. Question is that if case A is capable to react in the next race and even finds more strength? This dissertation attempts to verify if the theory of dynamic capabilities is applicable to general enterprises from retrospect of the automotive industry, introspect of case A milestones, to self-analysis of its competitive capabilities. By Comparing theory to empirical performance, shall case A achieve more valuable suggestions?