| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 97 === Before the coming of financial crisis, the profit erosion in the industrial air-conditioning industry due to intensive competition has been very significant, which makes the whole industry getting unattractive. On the other hand, there are significant energy saving opportunities in the air conditioning system in Taiwan which ranges from 10 to 30%. Along with the rise of energy price, the urgency and importance of energy saving become higher than ever before. All these environmental challenges suggest imperative for strategic change. The purpose of this research is to conduct an in-depth case-based analysis on the content and extent of strategic innovation that an industrial air-conditioning company can achieve, upon which lesson our recommendations to the industry development and business growth will be based.
The strategic innovation undertaken by the case company is to transform the existing business from a fee-base model to an asset-base model. The main business logic of an asset-base model is to provide a set of integrated services from design, engineering energy saving consultancy, asset management, and maintenance. By analyzing elements of a business model, which include value proposition, customer management, partner relationship, revenue and cost structure, we highlight the extent of resource configuration and complementary assets required for implementing a successful business model. Once implemented, such strategic changes would lead the company not only to enhance the existing technical competence but also to build a new set of asset management competence which would become a new source of entry barrier.
To be successful, the case company is suggested to initiate change management so that the required competencies can be leveraged and built. Specifically, the case company shall establish financial management infrastructure, expand vertical scope, and engage strategic partnerships. By doing so, a higher level of value creation can be realized. The lessons from the case study can be extended to the transformation of such a traditional industry for their pursuit of sustainable growth. Implications to industry development and strategic business growth are also discussed
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