臺灣中小企業二代傳承與策略改變之個案研究

Abstract

本研究試圖了解臺灣中小型企業接班二代的策略變化，以質性個案分析法，訪談電腦刺繡企業接班二代，深入分析個案策略差異的影響因素。本研究以策略形態、資源基礎觀點、動態能力為分析基礎，探討中小型企業在不同階段的策略點、資源重組，以及能力建構。研究分析有三大發現。 一、來自客戶的力量改變企業的策略形態，刺繡廠二代無論是維持代工生產，或部分朝向ODM設計或自創品牌，皆是建立在既有的資源上，以價值活動與能力建構提供以往所沒有的延伸服務，建立企業競爭優勢。 二、來自競爭的力量改變產品的組合形貌，企業在不同時期因所面臨的機會點與目標市場不同，進行內部資源重組維持企業競爭能力。 三、來自新市場與科技的力量驅使企業創造產品的新價值，例如刺繡可延伸應用在車用市場、居家藝術與文化創意產業。個案強化設計軟實力、技術優化提高產品價值，以取得企業的競爭優勢。 研究結果顯示三個企業二代以自身的資源基礎，創造具有「顧客價值性」、「難以模仿性」及「延伸性」的核心競爭能力，各自長出不同以往的經營策略，找到自己企業的韌性，持續發展。

This study attempts to understand the strategic changes of the second-generation succession of the small and medium-sized enterprises in Taiwan, using qualitative case analysis and semi-structured interviews with the second succession of embroidery factories in Taiwan. Based on the strategic posture approach, resource-based view and dynamic ability, it focuses on business strategies, resource re- utilization and ability building in different stages.The results show three major factors.1. Customer demand triggers the change of the business strategies. Whether the second-generation succession of embroidery factory maintains OEM production, or partially towards ODM design or self-created brand, it is based on existing resources, provides extended services that have not been provided in the past to reshape the competitive advantages of the enterprise.2. Competition challenges the combination of products as well as enterprises carry out internal resource re-organization to maintain their competitiveness due to different opportunities and targets.3. The new market& technology drive enterprises to create new value of products. For example, embroidery can be extended to the automotive market, home art and cultural creative industries. Enterprises strengthen their design-thinking skills and technical optimization to promote product value and obtain the competitive advantage of enterprises. In Summary, the second-generation succession of three case enterprises use their own resource-base to create core competition with "customer value", "difficult to imitate" and "extensibility", to build different business strategies, and to set up their own enterprise toughness and sustainable development.