組織自我複製和模仿策略：以美國電影產業為例

Abstract

本研究的目的是探討績效良好的組織會視圖透過複製自己過去成功的經驗，來延續過去的良好績效，卻可能反使未來或當下的績效表現不佳。但如果組織透過學習和模仿市場上績效良好的競爭者部份策略，並加以混合自身所擁有的資源，進行不完全複製的策略，反而增加績效進步的可能。本研究以在西元1994年到1996間績效良好的美國電影製片商為對象，探討片商在西元1994年到2002年間的產品策略中的自我複製及市場模仿程度。本研究假設片商下一期的新電影中，重複使用自己拍攝過，票房報酬率良好的電影元素：導演、演員、類型元素，則稱為自我複製程度高的電影。而自我複製程度高越高，對電影的票房績效就有負面影響。反之，當片商下一期透過模仿市場上其他票房表現良好片商電影所使用的電影元素，拍攝市場模仿程度高的電影，其電影票房報酬和市場模仿程度呈正面影響。最後本研究證實大型片商在動作類電影的類型元素上自我複製程度和票房報酬率效呈負相關，而在電影拍攝成本超過兩千萬美金下，導演和演員市場模仿程度和電影票房報酬率呈正相關。This paper argues that two different strategy of when an organization try to imitate successful experience from themselves or competitor --- perfect imitation and imperfect imitation---and we think perfect imitation is harmful, especially organization perfectly imitate their own successful experience. In other hand, organization may win an unexpected victory by imperfectly imitate outstand competitor strategy, instead of perfect imitation. We investigate our ideas using a sample of the American film studios between 1992 and 2002. We assume that last period movie performance really influence studio production strategy in this period and studio will get great performance by imperfect imitate popular element from competitor`s movie, instead of their own movies. Our empirical results show that great studio `s action movies performance would get negative influence when they imitate their own popular genre element. And studio`s movies which budget over 20 million, will get great performance when they imitate popular element from competitor`s movie.