首頁 / 雜誌 / 產業與管理論壇 / 201712 (19:4期) / 動態能力演化:王品集團之經營發展與轉型策略
中文篇名

動態能力演化:王品集團之經營發展與轉型策略 免費試閱

英文篇名

A Study on the Dynamic Capabilities Evolution: The Case of WowPrime

作者

陳忠仁郭瑞祥劉又蜜王珊彗

中文摘要

本研究以Teece等人提出的3P動態能力理論為基礎,以王品集團為例,發展出成長策略模型,藉以解釋環境、策略、組織設計與執行如何影響企業的經營發展與轉型策略,以及企業在此過程中如何有效發展其動態能力。本研究選定王品集團進行個案研究,透過個案訪談與次級資料蒐集,探討王品集團從1990 年代初期至今,在外部環境變動的狀況下,如何透過調整自身策略定位與整合內外資源,進而為集團帶來新一波成長動能,值得台灣餐飲廠商學習。研究結果顯示,王品集團從台灣創業到進軍中國大陸市場,可分為四個時期:初始期、拓展期、進軍期及擴張期。在考量市場轉變與自身能力的雙因子下,王品集團的成長策略可以歸納為單一品牌、相關多角化、高價品牌、雙軌市場。本研究發現,王品集團在四個階段皆因受到外部環境驅動,促使集團重新調整公司整體的策略定位。此外,王品集團藉由不斷調整其組織的設計與執行活動,在關鍵資源取得、關鍵能力建構及企業發展路徑三個部分進行調整,形成其動態能力。

英文摘要

This study combines previous literature and develops a “strategy-growth model” to explain the relationship among environment, strategy choice and organizational design and activates, furthermore explain the evolution of dynamic capability. In this study, WowPrime was selected to conduct case studies through interviews and secondary data collection. This study selects WowPrime Group Inc., to investigate this issue since WowPrime is the biggest food and beverage empire in Taiwan (the sale revenues achieved NT$16.1 billion in 2016), but its sales revenues in China only 20% of all WowPrime’s total sales revenue. Struggling in the gigantic emerging Chinese market,WowPrime is still adjusting its strategy, and integrating related resources and capabilities, thereby bring a new growth opportunity in China. We believe there are some experiences and useful information from WowPrime can provide Taiwan firms who want to entry China market.
The results show that the market entry of WowPrime can be divided into four periods: the initial period, expansion period, entry China market period and expansion period in China. Consider the market transformation and its own capability, WowPrime’s growth strategy can be summarized as: focus on single brand, related diversification, focus on high-price brand, and diversify into both high-low brand. During the four periods, this study finds thatWowPrime’s growth strategy was driven by the external environment. Hence it re-adjusts its strategic position, organizational design and activates, in terms of position, process and path, to develop its dynamic capability.

關鍵詞

王品集團經營策略動態能力WowPrimecorporate strategydynamic capability

刊名

產業與管理論壇

期數

201712 (19:4期)

起訖頁

072-100

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342017121904004  複製DOI   DOI查詢

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