Dynamic Capabilities Approach: Explore how Taiwan Home Appliances Agents Apply Innovative Services to Marketing Channel Partners

• Main Authors: Chu Yu-Hsiang, 朱宇祥
• Other Authors: Lin Ting-Ling
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/s67euf

碩士 === 國立臺北大學 === 企業管理學系 === 103 === Service innovation has become the new key factor that firms can meet customer needs and create new competitive advantage. Regional agents play an important role to assist manufacturers in different areas. However, with the diversification of consumption patterns, breakthrough of innovative Internet sales model, the intensity of market competition, the Taiwan agents for international home appliance brands must to renew innovate strategies in order to gain a competitive advantage in this highly competitive market. Therefore, this study is to investigate how the agents renew their service strategies, create new value for channel members and get access to persistent competitive advantage? The services sector has replaced the primary and secondary industries, and become the main driving force for economic growth. This study uses qualitative case study method, and select the four agents in Taiwan that has a long history in home appliance area. This study is aim to understand and to explore strategies for its services and downstream relationships, and then analyze and compare the four businesses in the face of environmental and path changes, the individual service strategy and implementation of policies of the similarities. The results show that selected agents are based on similar reasons, the conclusion of partnerships with outside vendors marketing channels, and follow the partnership generated service strategies oriented to basic access services. However, after a change in the industrial environment, partly because of potential marketing channel partners sky, fading part, trying to transformation. Based on various factors, agents then re-intellectual partnership between the two sides, and strengthen, deepen the high degree of innovation and service channel partners, showing a greater diversity of services.