This is the textbook presentation slides made by students from the course Management of Technology taught in fall 2011 at the Department of Business Administration, National Taiwan University. The textbook used is Strategic Management of Technological Innovation 3rd Edition by Melissa A. Schilling, New York University.

1. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
定義組織的策略方向
Presented by Group 5
2011/11/1 Fall 2011 BAA Management of Technology 1
Chapter VI
B97701210 龍怡萱
B97701217 莊博凱
B97701223 陳維中
B97701242 戴必威
Course Lecturer: Prof. J. T. Chiang
Teaching Assistant: Hsuan-Yi Wu (Jen)

2. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Porter’s Five Force Model
潛在競爭者的威脅
既存的競爭程度 購買者的議價能力供應商的議價能力
替代品的威脅
2011/11/1 2Fall 2011 BAA Management of Technology

3. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
利害關係人分析
顧客 員工
當地社群
政府
供應商
股東
貸方
競爭者
公司
2011/11/1 3Fall 2011 BAA Management of Technology

4. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
波特的價值鏈
支
援
活
動
主
要
活
動
公司基礎設施
人力資源管理
技術開發
採購
進貨物流 生產作業 出貨物流 行銷 服務
2011/11/1 4Fall 2011 BAA Management of Technology

5. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
核心職能 (Core competency)
策略性的差異化公司
通常結合不同種類的能力以及技術，並將
之善用到多個市場
公司表現突出的資源與技巧之協調組合
2011/11/1 5Fall 2011 BAA Management of Technology

6. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
核心職能1 核心職能2 核心職能3 核心職能4
核心產品2
核心產品1
企業單位1 企業單位2 企業單位3 企業單位4
1 2 3 4 5 6 7 8 9
核心職能 (Core competency)
2011/11/1 6Fall 2011 BAA Management of Technology

7. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
辨識核心職能
1. 重要、獨特、具競爭性，對顧客認知的產
品價值有顯著貢獻
 Sony的微型化技術→可攜式產品
2. 能夠超越單一事業，涵蓋現今和未來的各
類事業領域
 Honda的引擎技術→汽車、機車、除草機
3. 競爭者難以模仿
2011/11/1 7Fall 2011 BAA Management of Technology

8. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
核心固著 (Core rigidity)
受制於核心職能而過度投入技能和資源
激勵系統可能抑制新核心職能的發展
2011/11/1 8Fall 2011 BAA Management of Technology

9. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
動態能力 (Dynamic capability)
不發展核心職能，而開發一種使公司快速
重組組織的結構及慣例
回應新機會，擴展公司疆界的整合與彈性
能力
2011/11/1 9Fall 2011 BAA Management of Technology

10. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
策略意圖
• 定義：設定長期目標，延伸公司職能，以
達未來市場目標
設立策略意圖
確認縮短策略意圖
一目前地位落差縮
需資源與能力
投資於特定項目，
以達成目標
2011/11/1 10Fall 2011 BAA Management of Technology

11. Department of Business Administration
College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
策略意圖
公司目前的地位 公司渴望的未來地位
目前需求 未來市場需求
資源與能力落差
2011/11/1 11Fall 2011 BAA Management of Technology