https://scholars.lib.ntu.edu.tw/handle/123456789/106468
標題: | 利基型IC 設計公司成長策略之個案研究 A Case Study on the Growth Strategy of a Niche IC Design Company |
作者: | 陳正榮 Chen, Cheng-Lung |
關鍵字: | IC 設計公司;成長策略能耐基礎競爭;組織剩餘;多元利基策略;IC Design Company;Growth Strategy;Competence-Based Competition;Organization Slack;Diversified-Niche Strategy | 公開日期: | 2008 | 摘要: | 永續經營是企業追求的終極目標,而保持不斷地成長便是達成永續經營的基石。然而,身處在競爭的商業環境,如何持續成長,卻是企業經營者每天最常面對與最需克服的挑戰。本論文試圖透過一個深度個案的研究,探討企業在快速變動環境中,如何能夠掌握能耐發展的軌跡,達成事業成長的目的,同時,觀察解析影響能耐發展軌跡的管理因素。研究選擇IC設計公司為研究系絡,主要著眼於IC設計公司的成長常有「一代拳王」的現象,亦即IC設計公司的經營績效,常常在明星產品生命週期結束、銷售下滑後,便無以為繼,甚至落入經營困難的窘境。透過個案公司詳細的事業成長軌跡的探索,本研究可以對於上述現象提出深入的解析。研究發現,中小型IC設計公司由於資源有限,因此採用利基市場策略,並選擇性的投入創新與產品開發。利基型IC設計公司發展的初期,針對單一利基市場投入創新與產品開發,當順利站穩市場之後,則在該市場中繼續尋找新的產品機會,擴大其產品版圖,同時也開始建構技術平台,著手延伸不同的產品線,並重複既有發展策略。利基型IC設計公司,運用以電腦基礎與設計基礎的快速連接的技術,快速延伸既有能耐,迎合市場需求。同時,採用多元機會追尋的產品發展策略,結合對既有能耐與組織剩餘之良好管理,在組織制度的配合下,持續產品的開發,來啟發創新,建構能耐。面對多元的機會,在能耐基礎競爭的運作架構下,持續建構與延伸能耐,掌握利基市場,形成利基型IC設計公司的多元利基策略。多元利基作為IC設計公司的成長策略,從個案研究中,發現多元利基策略為企業所帶來的成長速度,雖然緩慢,但是相對穩健,當利基市場有機會順利發展成為主流市場,利基型IC設計公司便順勢成長。 Every business hopes to last to the forever. Having sustained growth is the premise of that. Entrepreneurs have to face and conquer the challenge everyday that how to keep growing against competitive business environment. Through a deeply studied case, our studies try to explore that how dose enterprise manage the trajectory of competence development and complete the business goal of growth in a fast moving environment. And our studies try to find out the managerial factors affecting the trajectory of competence development.ur studies choose an IC design company as our study target because the growth of IC design companies present the phenomenon of “one generation king of boxer”. That is the performance of an IC design company always goes down following the decline of the star product sales and it is hard to go back the prosperity. This study will provide a deeply analysis for the phenomenon by the exploring the growth trace of case company.ur studies found that small and medium size IC design companies adopt niche market strategy and conduct innovation and product development selectively. In the early stage of a niche-type IC design company, it focused on a single niche market by product development and innovation. After entering the supply chain successfully, the company continues to look for another new product chance in the same product field and try to enlarge the product mix in this product field. Beside, the company starts to build up multiple product line, it tries to use the technical platform to leverage the established competence. he niche-type IC design company uses computer-based and design-based quick-connect technology to leverage established competence and meet the market needs. With the organization system and the proper management of established competence and organization slack, the company adopts diversified market opportunities scanning to guide the new product development strategy, initiate innovation, and build competence. Facing market opportunities, the company operates based on competence-based competition model with continuously building and leveraging competences, and catches the niche market by using diversified niche strategy. Diversified niche strategy as the growth strategy of an IC design company shows slow but steady growth speed. The growth becomes significant only as the niche market turns into volume market. |
URI: | http://ntur.lib.ntu.edu.tw//handle/246246/184486 |
顯示於: | 商學研究所 |
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ntu-97-R92741016-1.pdf | 23.32 kB | Adobe PDF | 檢視/開啟 |
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