臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：企業主策略意圖對企業轉型歷程之分析：以歐都納公司為例
書刊名：創業管理研究
作者：陳悅琴 引用關係／郭椀婷
作者(外文)：Chen, Yueh-chin／Kuo, Wan-ting
出版日期：2010
卷期：5:4
頁次：頁1-34
主題關鍵詞：轉型；策略意圖；品牌經營；事件行銷；Transformation；Strategic intent；Brand management；Event marketing
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(3) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:38
  • 點閱點閱:58
本研究主要在探討企業主的策略意圖如何影響企業轉型之作為，從中了解代工廠商如何成功轉型為品牌通路商，以及過程中的品牌經營策略，以建立品牌形象和提昇經營績效之歷程。本研究採個案研究法，以歐都納 (Atunas) 公司為個案對象，與公司創辦人、三位核心主管進行深度訪談，以探討歐都納公司企業轉型歷程之相關議題。研究結果發現，歐都納公司的企業主策略意圖包括：重視品牌經營和形象以延長企業壽命、成為戶外休閒用品代名詞、與國際接軌、和創造不易被取代和模仿的歷史和地位。轉型階段分成，產品轉型、定位轉型和通路轉型。轉型障礙來自資金、股東意見差異和經銷通路問題。在品牌策略運作下，贊助登山活動、投入公益、重視顧客關係和推動事件行銷等作為，成功塑造產品形象和品牌認同。從個案中可見到企業主策略意圖對轉型各階段活動之影響。本研究結果可提供有意進行企業轉型之經營者參考。
This study mainly explores how entrepreneurial strategic intent impact business transformation, and understands how OEM firm transforms to OBM firm, how they build and promote business brand and performance. This study adopts case research method and research sample is Atunas Company. Researchers interview with founder and 3 core supervisors for understanding the process of transformation. Through case study analysis, the research finds: the entrepreneurial strategic intent of Atunas includes: pay attention on brand management to extend business life, to be a pronoun of outdoor sport industry, internationalization and create the position and history which are hard to substitutable and imititation. The stages of transformation are product transformation, position transformation and channel transformation. In the transformation process, Atunas experience the shorting capital, stockholders’ vision different and difficult to coordinate channel stores and those problems to become the transformation barrier. Besides, Atunas devote in sponsor climbing activities, public welfare, customer relationship and event marketing as their brand strategy which can successfully shape Atunas brand image and customers’ brand identification. Therefore, the study induce the result and provide some brand management and event marketing suggestions for companies to gain best further performance management.
期刊論文
1.吳萬益(19960300)。中美日在臺企業經營環境,組織結構及策略運作互動關係之研究。管理科學學報，13(1)，1-19。  延伸查詢new window
2.Gardner, B. B.、Levy, S. J.(1995)。The Product and the Brand。Harvard Business Review，33(2)，33-39。  new window
3.Cornwell, T. B.、Pruitt, S. W.、Clark, M. J.(2005)。The Relationship between Major-League Sports, Official Sponsorship Announcements and the Stock Prices of Sponsoring Firms。Journal of the Academy of Marketing Science，33(4)，401-412。  new window
4.Geng, L.、Burton, R.、Blakemore, C.(2002)。Sport Sponsorship in China: Transition and Evolution。Sports Marketing Quarterly，11(1)，20-32。  new window
5.Bourgeois, L. J. III(1980)。Performance and consensus。Strategic Management Journal，1(3)，227-248。  new window
6.Shane, S. A.(2000)。Prior knowledge and the discovery of entrepreneurship opportunities。Organization Science，11(4)，448-469。  new window
7.吳豐祥、林子正(20080900)。我國OEM/ODM轉自有品牌廠商建構行銷通路之個案研究--動態能力與組織學習的觀點。行銷評論，5(3)，347-369。new window  延伸查詢new window
8.Shaheen, George T.(1994)。Approach to transformation。Chief Executive，3(1)，2-5。  new window
9.Mcgee, J. E.、Dowling, M. J.、Megginso, W. L.(2001)。Cooperative Strategy and New Venture Performance: The role of Business Strategy and Management Experience。Strategic Management Journal，16，565-580。  new window
10.Sandler, D. M.、Shani, David(1989)。Olympic sponsorship vs. Ambush marketing: Who gets the gold?。Journal of Advertising Research，29(4)，9-14。  new window
11.Dess, G. G.、Robinson, R. B. Jr.(1984)。Measuring Organizational Performance in the Absent of Objective Measures: The Case of the Privately-held Firm and Conglomerate Business Unit。Strategic Management Journal，5(3)，265-273。  new window
12.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing，74(3)，331-352。  new window
13.Aaker, David A.(1990)。Brand Extensions: The Good, the Bad, and the Ugly。MIT Sloan Management Review，31(4)，47-56。  new window
14.Low, George S.、Lamb, Charles W. Jr.(2000)。The measurement and dimensionality of brand associations。Journal of product & brand management，9(6)，350-370。  new window
15.Ardichvili, Alexander、Cardozo, Richard、Ray, Sourav(2003)。A theory of entrepreneurial opportunity identification and development。Journal of Business Venturing，18(1)，105-123。  new window
16.林玉惠、萬鍾汶、陸大榮(20090600)。製造業轉型為服務導向企業之研究：以服務科學的觀點。科技管理學刊，14(2)，59-96。new window  延伸查詢new window
17.Shane, Scott A.、Venkataraman, Sankaran(2000)。The promise of entrepreneurship as a field of research。Academy of Management Review，25(1)，217-226。  new window
18.Venkatraman, N.、Ramanujam, Vasudevan(1986)。Measurement of Business Performance in Strategy Research: A Comparison of Approaches。Academy of Management Review，11(4)，801-814。  new window
19.Speed, Richard、Thompson, Peter(2000)。Determinants of Sports Sponsorship Response。Journal of the Academy of Marketing Science，28(2)，226-238。  new window
20.Sujan, Mita、Bettman, James R.(1989)。The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights From Schema Research。Journal of Marketing Research，26，454-467。  new window
21.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
22.Miyazaki, A. D.、Morgan, A. G.(2001)。Assessing Market Value of Event Sponsoring: Corporate. Olympic Sponsorships。Journal of Advertising Research，41(14)，9-15。  new window
23.Negandhi, A.、Eshghi, G.、Yuen, E.(1985)。The Management Practices of Japanes Subsidiaries Overseas。California Management Review，27(4)，93-105。  new window
24.Park. C. S.、Srinivasan, V.(1994)。A Survey-Base Method for Measuring and Understanding Brand Equity and Extendibility。Journal of Marketing Research，31(2)，271-288。  new window
25.Pitt, M.(2001)。In Pursuit of Change: Managerial Constructions of Strategic Intent。Strategic Change，10(1)，5-21。  new window
26.Farrell, K. A.、Frame, W. S.(1997)。The Value of Olympic Sponsorships: Who is Capturing the Gold?。Journal of Market Focused Management，2(2)，171-182。  new window
27.Ferguson, C. R.、Dickinson, R.(1982)。Critical Success Factor for Directors in the Eighties。Business Horizon，8(5)，14-18。  new window
28.Hamilton, R.、Eskin, E.、Michaels, M.(1998)。Assessing Competitors: The Gap between Strategic Intent and Core Capability。Long Range Planning，33(3)，406-417。  new window
29.Jonathan D. D.(2000)。Corporate transformation without a crisis。The McKinsey Quarterly，4，116-128。  new window
會議論文
1.Sigrist, B.(1999)。Entrepreneurial opportunity recognition。Annual UIC/AMA symposium at Marketing/Entrepreneurship Interface。Sofia-Antipolis。  new window
2.吳青松(1991)。本國產業策略聯盟結構與績效評估。  延伸查詢new window
學位論文
1.袁素萍(2003)。企業轉型成功關鍵因素之研究(碩士論文)。國立成功大學。  延伸查詢new window
2.劉碧琴(2005)。從台鹽自創品牌--綠迷雅探討企業創新、品牌經營與整合行銷之應用(碩士論文)。世新大學。  延伸查詢new window
3.尤克熙(1995)。國際策略聯盟實行條件相關因素之實證與探討--以高科技產業為例(碩士論文)。國立中山大學。  延伸查詢new window
4.王炳雄(2005)。台商在上海學前教育連鎖事業之品牌經營與管理--以上海徐家匯幼兒園及明日星幼兒園為例。大葉大學。  延伸查詢new window
5.徐為公(2003)。事件行銷之說服理論建構研究。中原大學。  延伸查詢new window
6.林國源(2006)。企業核心能力與經營策略選擇之研究--以人造石材產業為例。國立成功大學。  延伸查詢new window
圖書
1.邱志聖(2001)。策略行銷分析 : 架構與實務運用。臺北：智勝文化。new window  延伸查詢new window
2.Aaker, D. A.(1984)。Developing Business Strategies。New York：John Wiley & Sons Inc.。  new window
3.Charan, Ram、Bossidy, Larry、李明(2003)。執行力。臺北市：天下遠見出版有限公司。  延伸查詢new window
4.Lavy, A.、Merry, U.(1988)。Organizational Transformation: Revitalizing Organization for a Competitive World。Jossey-Bass。  new window
5.Kirzner, Israel M.(1979)。Perception, Opportunity and Profit。Chicago：University of Chicago Press。  new window
6.張永誠(1998)。事件行銷100。臺北市：遠流。  延伸查詢new window
7.Szilagyi, A. D. Jr.(1981)。Management and Performance。Goodyear Publishing Company Inc.。  new window
8.Miller, Alex、Dess, Gregory G.、蘇哲仁、林家五(1999)。策略管理。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
9.Hamel, G.、Prahalad, C. K.(1994)。Competing for the Future: Breakthrough Strategies for Seizing Control of Your Industry and Creating the Markets of Tomorrow。Harvard Business School Press。  new window
10.Pitts, B. G.、Stotlar, D. K.(1996)。Fundamentals of Sport Marketing。Morgantown, WV：Fitness Information Technology, Inc.。  new window
11.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
12.Kotler, Philip(1994)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
13.Yin, Robert K.(1994)。Case study research: Design and methods。Sage Publications。  new window
14.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
15.齊若蘭、Collins, Jim(2007)。從Ａ到Ａ+。台北。  延伸查詢new window
16.竹本次郎(1989)。從勞動密集到技術密集的轉型。  延伸查詢new window
17.Joyce, W.、Tim, R.(1995)。Transformation Thinking。NY：Berkley Publishing Group。  new window
18.Mariotti, J.(2000)。Smart Things to Know about Brands and Branding。U.S.A.。  new window
19.陳明璋(1994)。企業轉型的經營策略與作法。變遷中台灣企業之管理實例發表會論文集。  延伸查詢new window
20.Mullin, B. J.、Hardy, S. and Sutton, W. A.(2000)。Promotions。Sport Marketing。Champaign, IL。  new window
21.Orser, B. J.、Hogarth, S. S、Wright, P.(1998)。On the Growth of Small Enterprises: The Role of Intentions, Gender and Experience。Frontiers of Entrepreneurship Research, Center for Entrepreneurial Studies。Wellesley, MA。  new window
圖書論文
1.Aldrich, H. E.、Zimmer, C.(1986)。Entrepreneurship through Social Networks。The Art and Science of Entrepreneurship。Ballinger Publishing Co.。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
1. 生產管理
 
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：1231（臺灣：1215，外國：16） ／ 本年度總使用人次：1669892 ／ 訪客人次（自102年09月）：67470179
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上