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題名:跨界的知識傳遞--臺灣奧美廣告學習經驗之個案研究
書刊名:地理學報
作者:何中馨
作者(外文):Ho, Chung-Hsin
出版日期:2007
卷期:47
頁次:頁59-83
主題關鍵詞:廣告代理商知識傳遞鄰近性網絡權力關係Advertising agencyKnowledgeProximityNetworksPower relation
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:39
  • 點閱點閱:29
本文以臺灣奧美廣告為例,探究知識如何跨越具體的地理疆界而傳達至其他地區。本研究主張符碼化知識與默示知識不應全然切割成全球與地方的對立,反而應從具體的經驗事實中去體認兩者互動的過程。因此,從廠商傳達其「所有權優勢」的立場來觀察跨界知識渠道的建立,再從中梳理其所涵納的元素與對應的機制,不失為紀錄知識流動中,地理張力之作用;也同時彰顯廠商反身性學習的歷程。本文指出建構跨界的知識渠道不同於在地的學習模式,其存在於跨國廠商刻意、系統性的制度配置之中,且所費不貲,其過程更彰顯廠商為一反身性學習之實體的具現。所以,需要區隔的是知識的學習型態因空間所造成的差異,而非知識本質上的二分方式。
This article examines the geography of economic knowledge through research of ‘Knowledge Transfer’ within Ogilvy & Mather in Taiwan, a multinational advertising agency. The paper questions the validity of fixing codified/tacit dimension of knowledge into a global/local dichotomy. Instead, we need to explore the dialectical process by observing the way a firm builds up the ‘Knowledge Pipelines’ for the advantage of ownership. The paper points out that constructing the ‘Knowledge Pipelines’ differs from the local learning model because it involves intentioned, systematic institutional arrangements in the multinational firm and costs a lot. However, these processes manifested the firm as a reflexive learning entity. Therefore, in studying the geography of economic knowledge, we should focus on the differences of learning models because of space, but not the differences of knowledge essence.
期刊論文
1.胡光夏(20000700)。國際廣告的政治經濟分析--臺灣與韓國之「國內廣告市場」過程及其對廣告產業結構影響的研究。廣告學研究,15,183-208。new window  延伸查詢new window
2.Owen-Smith, J.、Powell, W. W.(2001)。To patent or not: Faculty decisions and institutional success at technology transfer。The Journal of Technology Transfer,26(1/2),99-114。  new window
3.Coe, N. M.、Hess, M.、Yeung, H. W.-C.、Dicken, P.、Henderson, J.(2004)。Globalizing Regional Development: A Global Production Networks Perspective。Transactions of the Institute of British Geographers,29(4),468-484。  new window
4.Bathelt, Harald、Malmberg, Anders、Maskell, Peter(2004)。Clusters and Knowledge: Local Buzz, Global Pipelines and the Process of Knowledge Creation。Progress in Human Geography,28(1),31-56。  new window
5.Morgan, K.(2004)。The exaggerated death of geography: learning, proximity and territorial innovation systems。Journal of Economic Geography,4(1),3-21。  new window
6.Gertler, M. S.(2003)。Tacit Knowledge and the Economic Geography of Context, or the Undefinable Tacitness of Being There。Journal of Economic Geography,3,75-99。  new window
7.Michael Storper、Anthony J. Venables(2004)。Buzz: Face-to-face Contact and the Urban Economy。Journal of Economic Geography,4(4),351-370。  new window
8.Saxenian, Annalee L.、Hsu, Jinn-Yuh(2001)。The Silicon Valley-Hsinchu connection: technical communities and industrial upgrading。Industrial and Corporate Change,10(4),893-920。  new window
9.徐進鈺、鄭陸霖(20011200)。全球在地化的地理學--跨界組織場域的統理。都市與計劃,28(4),391-411。new window  延伸查詢new window
10.Boschma, R. A.(2005)。Proximity and Innovation: a critical assessment。Regional Studies,39(1),61-74。  new window
11.Cohen, Wesley M.、Levinthal, Daniel A.(1990)。Absorptive capacity: A new perspective on learning and innovation。Administrative Science Quarterly,35(1),128-152。  new window
12.Gertler, Meric S.(2001)。Best Practice? Geography, Learning and the Institutional Limits to Strong Convergence。Journal of Economic Geography,1(1),5-26。  new window
13.吳凱琳(2006)。創造力的一流教主:奧美廣告。快樂工作人雜誌,5,126-131。  延伸查詢new window
14.Bathelt, H.(2005)。Geographies of Production: Growth Regimes in Spatial Perspective 2 - Knowledge Creation and Growth in Clusters。Progress in Human Geography,29,204-216。  new window
15.Beaverstock, J. V.(2004)。Managing across Borders: Knowledge Management and Expatriation in Professional Service Legal Firms。Journal of Economic Geography,4,157-179。  new window
16.Hollingsworth, J. R.(1998)。New Perspectives on the Spatial Dimensions of Economic Coordination: Tensions between Globalization and Social Systems of Production。Review of International Political Economy,15(3),482-507。  new window
17.Yeung, H.(2005)。Rethinking Relational Economic Geography。Transactions of the Institute of British Geographers,30(1),37-51。  new window
18.Amin, A.(2002)。Spatialities of Globalization。Environment and Planning, A,34(3),385-399。  new window
19.Morgan, G.(2001)。Transnational Communities and Business Systems。Global Networks,1(2),113-130。  new window
20.Jones, A.(2004)。Truly Global Corporations? Theorizing 'Organizational Globalization' in Advanced Business-services。Journal of Economic Geography,4,1-24。  new window
21.Taylor, P. J.(1999)。World Cities and Territorial States under Conditions of Contemporary Globalization。Political Geography,19,5-32。  new window
會議論文
1.陳宇卿(2002)。臺灣廣告代理業外資化的兩階段比較。0。  延伸查詢new window
2.Sonn, J.、Storper, M.(2003)。The Increasing Importance of Geography Proximity in Technological Innovation: An Analysis of U. S. Patent Citations, 1975-1997。United Kingdom。1-43。  new window
學位論文
1.李宇軒(1999)。跨國廣告代理商在臺灣的歷史分析(1960-1998),0。  延伸查詢new window
圖書
1.孫大偉(2001)。該生素質太差:孫大偉的成績單。台北:天下文化。  延伸查詢new window
2.宋秩銘、莊淑芬、白崇亮、黃復華(1996)。奧美的觀點。臺北:滾石文化股份有限公司。  延伸查詢new window
3.Argyris, C.、Schön, D.(1978)。Organisational Learning: A Theory of Action Perspective。Reading, Mass:Addison-Wesley。  new window
4.Schön, D.(1973)。Beyond the Stable State。Beyond the Stable State。Harmondsworth, UK:Random House。  new window
5.Hudson, R.(2001)。Producing Places。London:Guildford Press。  new window
6.Brown, John Seely、Duguid, Paul、顧淑馨(2001)。資訊革命了什麼?。台北市:先覺。  延伸查詢new window
7.賴東明(1994)。30年廣告情。台北:台灣英文雜誌社有限公司。  延伸查詢new window
8.Sassen, Saskia(2001)。The global city: New York, London, Tokyo。Princeton University Press。  new window
9.Senge, Peter M.、郭進隆(1994)。第五項修練:學習型組織的藝術與實務。天下文化。  延伸查詢new window
10.宋秩銘、莊淑芬、白崇亮、黃復華(2001)。奧美的觀點2。奧美的觀點2。臺北市。  延伸查詢new window
11.Scott, W. R.(2002)。Organizations: Rational, Natural, and Open Systems。Organizations: Rational, Natural, and Open Systems。Upper Saddle River, NJ。  new window
12.Amin, A.、Cohendet, P.(2004)。Architecture of Knowledge: Firms, Capabilities and Communities。Architecture of Knowledge: Firms, Capabilities and Communities。New York, NY。  new window
13.Bryson, J.、Daneils, P.、Warf, B.(2004)。Service Worlds - People, Organisations, Technologies。Service Worlds - People, Organisations, Technologies。London, UK/ New York, NY。  new window
14.Hudson, R.(2005)。Economic Geographies: Spaces, Circuits and Flows。Economic Geographies: Spaces, Circuits and Flows。London, UK。  new window
15.Allen, J.(1997)。Economies of Power and Space。Geographies of Economies。London, UK。  new window
16.Malmberg, A.(2003)。Beyond the Cluster - Local Milieus and Global Connections。Remaking the Global Economy。London, UK。  new window
 
 
 
 
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