Strategic Positioning of Green Technology Start-up：A Case Study of Z Corporation

• Main Authors: Ming-chuan Wang, 王明川
• Other Authors: Hsien-Che Lai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/73431272146263930109

碩士 === 國立臺南大學 === 科技管理研究所在職專班 === 98 === This research is to carry out to gain a better understanding of the start-up process of the Z Company, from both historical perspectives and its current status. The goal of this study is to offer recommendation as how the Z Company should position itself from here to set its future strategies. As a technology start up, there are three fundamental questions that need to be addressed: The first two are: has this start-up company faced any challenges and problems? The third is how should this company to reset its future strategies based on the challenges and problems it has faced and anticipated? Our work applies Michael Porter''s “Competitive Advantage Model” of Five Force Interaction to analyze the green surface treatment industry, which is the Z Company belongs to. Through these analyses, we have gained much needed insights and understanding on how the Z Company should proceed. This study tried to integrate the strategic positioning and inside-out perspective of five criterion to increase the probability of success and to reduce the opportunity cost of entrepreneurs through three properties of value chain. The aims are to create competitive advantage and to gain above average level of return. Specifically, this study presents three main results: 1. The case company (the Z Company) limiting by its resources and capacity, should integrate the strategic positioning, five criteria of resource, and three characteristics of value chain, to achieve the purpose of future business growth. 2. The case company has a strong relationship with its customers and suppliers, as well as good brand image. Therefore, the company should leverage these competitive advantages as one of its core competencies. 3. The case company must use of existing competitive advantages to select a strategy which will allow the company to gain a sustainable competitiveness to achieve a high level of return.