倡議型非營利組織經營管理之研究──以財團法人中華民國消費者文教基金會為例
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2007
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近年來國內外非營利組織數量大幅成長，且對於公共議題的影響力日增，促使人們更加重視非營利組織的精華功能──議題倡導。在各類非營利組織中，倡議型非營利組織即以議題倡導、影響政策為組織目標，然而由於其組織目標與社會運動色彩，存在著組織經營管理的特殊挑戰。但以既有文獻觀察，不僅非營利組織經營管理理論缺乏對倡議型組織的關注，有關社會運動和非營利組織的研究領域亦缺乏交集。
因此本研究界定為探索性研究，採取個案研究法，選擇在國內倡議型非營利組織中具代表性的消基會為研究對象，試圖達到以下研究目的：透過了解消基會此一倡議型非營利組織的經營管理現況，歸納消基會經營管理之特性；探討消基會在經營管理的各面向中所遭遇的問題和困難，並歸納及尋找提升消基會管理成效及改善當前困難的對策與看法；歸納研究結論與建議，提供倡議型非營利組織及消基會改善經營管理，以及學術界用以建構倡議型非營利組織經營管理理論之參考。為達上述研究目的，研究方法係採取質性研究之個案研究法，透過深度訪談及文件分析等方式蒐集資料。
透過文獻與研究發現的對話，本研究獲得以下結論：
一、消基會組織特性：(1)身為非營利組織之普遍性：消基會在專業人員主導、市場作用難以評估、組織的產出為服務性質、組織的資源限制、組織的政治性等方面有強烈的傾向。(2)身為倡議型非營利組織之特殊性：消基會具備必須承受來自於其對抗之權力團體甚至服務對象的壓力、當政策的影響力愈大時，愈具備公共財的特性、議題的生命與組織的生命及動能息息相關、社會上扮演的角色隨著社會民主化的程度而改變等組織特性。(3)身為消保倡議組織的特殊性：在服務對象方面，其服務對象為社會角色而非身分，加上公共財的特性，更容易造成服務對象「搭便車」的行為。
二、消基會之經營管理特性：(1)組織之核心意識型態具備公益性質，且能獲得組織內外的認同，是發展的基石；(2)建立具有公共財特性的組織是經營的根本思維；(3)專業人士的理念領導是管理之主要型態，著重彈性與應變、人員自我管理；(4)符合「正當性」、「公共利益」、「公正性」、「值得信賴性」及「及時性」的倡議主張、策略與行動是建立責信的關鍵；(5)倡議的核心競爭力來自於確立基本倡議策略、建立業務價值鏈。
三、消基會之經營管理問題及困境：(1)公共財特性與組織自我維持的兩難；(2)專業至上、理念領導的隱憂；(3)媒體資源運用的迷思。
最後，結合文獻資料、受訪者的意見及本研究結論，分別針於消基會及倡議型非營利組織之經營管理提出相關參考建議。
In recent years, the number of foreign and local non-profit organizations (NPOs) has increased significantly, while a concurrent rising influence on public issues has prompted people to value the essential function of NPOs: advocacy. Among the various types of NPOs, advocacy NPOs seek to advance specific issues and influence governmental policies as their primary goal. Given its goal and social movement influences, managing these NPOs poses particular challenges. Observing relevant literature, NPO management theories are lacking in advocacy NPOs, while studies on social movements and NPOs do not crisscross often enough. The present thesis explores an individual case by focusing on Consumers’ Foundation, Chinese Taipei (CFCT), which is representative of an advocacy NPO, and aims to accomplish the following goals: 1) summarize the particular traits of management through understanding the business management of CFCT; 2)discuss the management problems and difficulties of CFCT, while summarize and find effective management methods to improve current strategies and outlooks; 3)draw a conclusion and recommend ways for CFCT and the other advocacy NPOs to improve management and provide a reference for constructing theories on advocacy NPOs. To accomplish the above goals, research methodologies include case study, in-depth interviews, and document analyses. Through literature review and research, the present thesis has gained the following conclusions: A. The organizational characteristics of CFCT: 1) CFCT as a NPO: Guided by professionals, its influence on the market is difficult to evaluate; the nature of the organization is service-based, its resources limited, and its political nature are strongly inclined; 2) CFCT as an advocacy NPO: CFCT must withstand pressures from other organizations with an opposing interest and even from people it serves; the more political leverage it has, the more public goods it would have, while the livelihood of its central issue is closely linked with the livelihood and momentum of the organization, and its role in society changes according to the degree of democratization; 3) CFCT as a consumers’ rights protection NPO: In terms of serving target groups, the target is a social role instead of identity. Given the particular nature of public goods, its service target groups are more likely to cause the “free-rider” problem. B. The characteristics of CFCT’s management: 1)The core and the basis of its development is public welfare, and it receives the recognition of internal and external; 2)The organization’s basic management philosophy rests upon building public goods; 3)Professional guidance is the organization’s primary management style, which focuses on flexibility and responsiveness, as well as employees’ self-management; 4)adheres to the legitimacy, public welfare, fairness, trustworthiness, and immediacy of advocacy issue, strategies and actions are the key to establishing accountability; 5)the core competitiveness of advocacy comes from establishing a basic advocacy strategy and building an operation value chain. C. The management problems and bottlenecks of CFCT: 1) the dilemma of maintaining the nature of public goods and the organization operation; 2) the concern of putting professionalism and leadership philosophy first; 3) the myth of utilizing the media resource. Lastly, combining literature review, interviewee suggestions, conclusions from this research, the thesis provides recommend for the management of CFCT and advocacy NPOs.
In recent years, the number of foreign and local non-profit organizations (NPOs) has increased significantly, while a concurrent rising influence on public issues has prompted people to value the essential function of NPOs: advocacy. Among the various types of NPOs, advocacy NPOs seek to advance specific issues and influence governmental policies as their primary goal. Given its goal and social movement influences, managing these NPOs poses particular challenges. Observing relevant literature, NPO management theories are lacking in advocacy NPOs, while studies on social movements and NPOs do not crisscross often enough. The present thesis explores an individual case by focusing on Consumers’ Foundation, Chinese Taipei (CFCT), which is representative of an advocacy NPO, and aims to accomplish the following goals: 1) summarize the particular traits of management through understanding the business management of CFCT; 2)discuss the management problems and difficulties of CFCT, while summarize and find effective management methods to improve current strategies and outlooks; 3)draw a conclusion and recommend ways for CFCT and the other advocacy NPOs to improve management and provide a reference for constructing theories on advocacy NPOs. To accomplish the above goals, research methodologies include case study, in-depth interviews, and document analyses. Through literature review and research, the present thesis has gained the following conclusions: A. The organizational characteristics of CFCT: 1) CFCT as a NPO: Guided by professionals, its influence on the market is difficult to evaluate; the nature of the organization is service-based, its resources limited, and its political nature are strongly inclined; 2) CFCT as an advocacy NPO: CFCT must withstand pressures from other organizations with an opposing interest and even from people it serves; the more political leverage it has, the more public goods it would have, while the livelihood of its central issue is closely linked with the livelihood and momentum of the organization, and its role in society changes according to the degree of democratization; 3) CFCT as a consumers’ rights protection NPO: In terms of serving target groups, the target is a social role instead of identity. Given the particular nature of public goods, its service target groups are more likely to cause the “free-rider” problem. B. The characteristics of CFCT’s management: 1)The core and the basis of its development is public welfare, and it receives the recognition of internal and external; 2)The organization’s basic management philosophy rests upon building public goods; 3)Professional guidance is the organization’s primary management style, which focuses on flexibility and responsiveness, as well as employees’ self-management; 4)adheres to the legitimacy, public welfare, fairness, trustworthiness, and immediacy of advocacy issue, strategies and actions are the key to establishing accountability; 5)the core competitiveness of advocacy comes from establishing a basic advocacy strategy and building an operation value chain. C. The management problems and bottlenecks of CFCT: 1) the dilemma of maintaining the nature of public goods and the organization operation; 2) the concern of putting professionalism and leadership philosophy first; 3) the myth of utilizing the media resource. Lastly, combining literature review, interviewee suggestions, conclusions from this research, the thesis provides recommend for the management of CFCT and advocacy NPOs.
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Keywords
議題倡導, 非營利組織, 經營管理, 消基會, advocacy, non-profit organization (NPO), management, Consumers’ Foundation, Chinese Taipei (CFCT)