Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

定義組織的策略方向

Presented by Group 5

2011/11/1 Fall 2011 BAA Management of Technology 1

Chapter VI

B97701210 龍怡萱

B97701217 莊博凱

B97701223 陳維中

B97701242 戴必威

Course Lecturer: Prof. J. T. Chiang

Teaching Assistant: Hsuan-Yi Wu (Jen)

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

Porter’s Five Force Model

潛在競爭者的威脅

既存的競爭程度 購買者的議價能力 供應商的議價能力

替代品的威脅

2011/11/1 2 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

利害關係人分析

顧客 員工

當地社群

政府

供應商

股東

貸方

競爭者

公司

2011/11/1 3 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

波特的價值鏈

支援活動

主要活動

公司基礎設施

人力資源管理

技術開發

採購

進貨物流 生產作業 出貨物流 行銷 服務

2011/11/1 4 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

核心職能 (Core competency)

策略性的差異化公司

通常結合不同種類的能力以及技術，並將之善用到多個市場

公司表現突出的資源與技巧之協調組合

2011/11/1 5 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

核心職能1 核心職能2 核心職能3 核心職能4

核心產品2

核心產品1

企業單位1 企業單位2 企業單位3 企業單位4

1 2 3 4 5 6 7 8 9

核心職能 (Core competency)

2011/11/1 6 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

辨識核心職能

1. 重要、獨特、具競爭性，對顧客認知的產品價值有顯著貢獻

Sony的微型化技術→可攜式產品

2. 能夠超越單一事業，涵蓋現今和未來的各類事業領域

Honda的引擎技術→汽車、機車、除草機

3. 競爭者難以模仿

2011/11/1 7 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

核心固著 (Core rigidity)

受制於核心職能而過度投入技能和資源

激勵系統可能抑制新核心職能的發展

2011/11/1 8 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

動態能力 (Dynamic capability)

不發展核心職能，而開發一種使公司快速重組組織的結構及慣例

回應新機會，擴展公司疆界的整合與彈性能力

2011/11/1 9 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

策略意圖 • 定義：設定長期目標，延伸公司職能，以

達未來市場目標

設立策略意圖

確認縮短策略意圖

一目前地位落差縮

需資源與能力

投資於特定項目，

以達成目標

2011/11/1 10 Fall 2011 BAA Management of Technology

Department of Business Administration College of Management

Strategic Management of Technological Innovation

Melissa A. Schilling, New York University

策略意圖

公司目前的地位 公司渴望的未來地位

目前需求 未來市場需求

資源與能力落差

2011/11/1 11 Fall 2011 BAA Management of Technology