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| 中文篇名 |
「杯」劇中的難言之隱：嘖嘖杯群眾募資案 免費試閱 | |
|---|---|---|
| 英文篇名 |
A Skeleton in the Cupboard: The Crowdfunding zeczec Case | |
| 作者 | ||
| 中文摘要 |
本個案是真實事件的教學管理個案，透過群眾募資案說明新創企業在網路世代環境下的機會與挑戰，並特別側重募資方應如何有效管理與供應商的合作關係。初心地球社於2017年9月在嘖嘖募資平台推出矽膠環保摺疊杯──嘖嘖杯，藉由社群行銷和誘因行銷成功募集超過30 倍的目標金額。然而，募資結束後卻因為無法與供應商──瀛海國際股份有限公司正式簽訂合作契約執行生產計畫，再加上供應商在市場上推出類似產品，而使募資案最終以失敗作收。學生可透過資源依賴理論、資源基礎理論和交易成本理論，解析新創企業如何利用群眾募資克服資源劣勢推出新產品，以及如何有效進行供應商管理，確保生產計畫得以順利執行。 | |
| 英文摘要 |
This real case illustrates the opportunities and challenges of the entrepreneurial firms in the internet era through a crowdfunding case and discusses how the fundraising partner could effectively manage the cooperative relationship with the manufacturing partner(s). In 2017, ChuXin Earth Studio initiated a project of zeczec cup (silicone foldable cup) on zeczec, a crowdfunding platform in Taiwan, and achieved the fundraising goal thirty times more than expected. However, the crowdfunding project ended up in failure not only because ChuXin Earth Studio could not sign the formal production contract with the manufacturer, dr.Si, but also because the manufacturer launched a similar product as the cup of zeczec project in the market. Students can apply resource dependence theory, resource-based view and transaction cost theory to discuss how the fundraising partner can use crowdfunding to overcome resource disadvantages and make better decisions regarding supply chain management. | |
| 關鍵詞 |
交易成本理論、新創企業、群眾募資、資源依賴理論、資源基礎理論、transaction cost theory、crowdfunding、startup、resource dependence theory、resource-based view | |
| 刊名 | ||
| 期數 | ||
| 起訖頁 |
088-110 | |
| 出版單位 | ||
| DOI | ||
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