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題名:以動態能力之觀點探討企業如何對抗疫情 -以Uber、Lyft、Didi、Grab、Ola 為例
作者:何宣霈
作者(外文):HO, HSUAN-PEI
校院名稱:亞洲大學
系所名稱:經營管理學系
指導教授:林佩冠
紀慧如
學位類別:博士
出版日期:2022
主題關鍵詞:新冠肺炎動態能力動態環境新常態共享經濟COVID-19Dynamic CapabilitiesDynamic EnvironmentNew NormalSharing Economy
原始連結:連回原系統網址new window
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從2019 年爆發以來,新冠肺炎 (COVID-19)成為人類和經濟方面上最具破壞性的大傳染病之一。而企業必須從適合的理論及架構中調整商業策略,進而幫助企業在這種劇烈變化中生存下去。隨著世界適應新的封鎖(封城)生活型態並透過“社交距離”的執行,藉而避免病毒擴散,企業也被迫尋找新的收入方式,適應非接觸式經營模式,並隨時與顧客保持“密切”之關係,提供安全環境及體驗。在疫情危機時期,企業、政府及人民建立出信任和團結的新社會凝聚力及包容性勢必是實現雙贏的必要步驟。透過系統式回顧(Systematic Review) 以及動態能力(Dynamic Capabilities)之架構進行文獻回顧,本論文分析532篇有關以上5大共享汽車業者 (Uber、Lyft、滴滴、Ola 和 Grab) 這5大知名共享汽車和電子召車公司,之報導及文章,導論出“6S 子架構”(6S Sub-constructs),包含1-安全(SAFETY),2-掃描(SCAN),3-系統(SYSTEM),4-支援(SUPPORT), 5-擴散(SPREAD),6-速度(SPEED)。
透過 6S 子結構和我們的研究結果,本論文也提出有關共享經濟領域的企業在動態環境成為新常態的情況下,該如何調整管理和行銷策略:1-提供安全和無病毒的行車體驗,在新常態下的汽車共享業務將是首要任務。2-利用各種技術創新來降低風險,例如使用即時人臉識別掃描來檢測駕駛員和乘客是否戴口罩,以及與政府和足跡追踪系統合作,都是提高安全性的另一種方式。3-通過金融/保險援助來調整企業文化/結構,或提供免費或打折的疫苗接種點乘車服務,來支援社區安全,並同時保護自己的車隊人員,來為所有利害關係人提供心理上之安心。4-隨著非接觸式送貨的需求激增,在大流行期間或之後擴展相關新服務或業務,是產生更多收入的必要策略。5-企業應持續應用 SAFETY、SCAN、SYSTEM、SUPPORT 和 SPREAD 的子結構,將抗擊疫情作為新常態。
Coronavirus disease 2019 (COVID-19) is one of the most devastating global pandemics in terms of human and economic impacts. Amid the drastic changes brought on by the pandemic, frameworks and theories are necessary to help companies adapt to change by adjusting their business strategies and be able to survive under the new conditions of the COVID 19. As the world adjusts to the new lifestyle of lockdown and maintains “social distancing” to prevent the disease spread, business organizations are forced to find ways to adapt to remote activities, provide safe work environments and practices in case of “close distance”, and ultimately generate revenues despite the pandemic. Building a new paradigm of social cohesion and inclusion to create trust and solidarity among businesses, governments, and the people is a necessary step toward a win–win situation during the pandemic crisis.
With systematic literature review and the dynamic capabilities approach, the analysis of 532 online articles from five car-sharing and e-hailing giants (Uber, Lyft, Didi, Ola, and Grab) demonstrate the “6S sub-constructs”; SAFETY, SCAN, SYSTEM, SUPPORT, SPREAD, and SPEED. These 6S sub-constructs, together with our findings, suggest several policy implications and managerial implications that help companies operating in the sharing economy sector to adapt and react to the changing environments comprising the so-called “new normal.” The implications include: (1) Ensuring SAFETY and a virus-free experience of riding have a high priority to get the car-sharing business going during the new normal. (2) Utilizing various technological innovations, such as using real-time facial recognition to SCAN and detect whether drivers and passengers have their mask on is one way to reduce risk, while partnering with government and pandemic foot-tracing SYSTEMS can also enhance SAFETY. (3) Realigning culture/structure through financial and insurance aids or offering free or discounted rides to points of vaccination SUPPORT the society and secure the car-sharing fleet, as it provides stakeholders with the peaceful mind psychology they need. (4) As demand for contactless deliveries boom, the SPREAD of new services, along with business expansion during or after the pandemic, is a necessary strategy to generate more revenues. (5) Firms should continuously apply the 6S sub-constructs to combat the pandemic as we enter the era of the new normal.
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