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題名 企業孕育創新文化之研究 - 以AMAZON為例
A study of companies nourishes the culture of innovation - from the example of Amazon.作者 曲中和 貢獻者 于卓民
曲中和關鍵詞 亞馬遜
創新
持續創新
數位轉型日期 2020 上傳時間 1-Mar-2022 16:46:37 (UTC+8) 摘要 本論文分析亞馬遜公司 ( Amazon Inc.) 為何能夠在差異度極大的不同產業 ( 電子商務，串流影音，電子書與公有雲等) 中持續不斷的透過創新而進行擴張。研究發現亞馬遜是透過文化、架構、機制與組織的四項獨特要素相互協作而造就出獨一無二的亞馬遜宇宙。本論文以實際的案例詳細說明這四項要素，論證亞馬遜如何在不同產業中運用同樣的核心競爭力持續獲得成功。亞馬遜從成立之初就確定要經由創新而持續不斷的為顧客創造真正的價值， 在經過長期的堅持終於獲致現在領先的地位。本論文希望亞馬遜的成功經驗可以給正在致力於數位轉型的台灣企業作為參考。 參考文獻 Amazon. (2019). Our Leadership Principles. Retrieved from https://www.aboutamazon.com/working-at-amazon/our-leadership-principlesAmazon. (2022). Amazon Music Prime vs. Amazon Music Unlimited. Retrieved from https://www.amazon.com/gp/help/customer/display.html?nodeId=GW3PHAUCZM8L7W9LApple. (2007). Apple TV Now Shipping. Retrieved from https://www.apple.com/newsroom/2007/03/21Apple-TV-Now-Shipping/AWS. (2021). Amazon S3 Service Level Agreement. Retrieved from https://aws.amazon.com/tw/s3/sla/Banerjee, Ankur. (2018). Amazon to buy PillPack in potentially disruptive drug retail push. Retrieved from https://www.reuters.com/article/us-pillpack-m-a-amazon-com-idUSKBN1JO1RUBerman, Hagens. (2021). Amazon E-Books Price-Fixing. Retrieved from https://www.hbsslaw.com/cases/amazon-e-books-price-fixingBezos, Jeff. (1998). 1997 Letter to Shareholders. Retrieved from https://ir.aboutamazon.com/static-files/589ab7fe-9362-4823-a8e5-901f6d3a0f00Bezos, Jeff. (2002). 2001 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2001_shareholderLetter.pdfBezos, Jeff. (2004). 2003 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2003_-Shareholder_-Letter041304.pdfBezos, Jeff. (2006). 2005 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/shareholderletter2005.pdfBezos, Jeff. (2012). 2011 Letter to Shareholders. Retrieved from https://ir.aboutamazon.com/static-files/7fb2d8d7-0296-44c3-a9e7-6de5dbec5537Bezos, Jeff. (2015). 2014 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/AMAZON-2014-Shareholder-Letter.pdfBezos, Jeff. (2016). 2015 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2015-Letter-to-Shareholders.PDFBezos, Jeff. (2017a). 2016 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2016-Letter-to-Shareholders.pdfBezos, Jeff. (2017b). Jeff Bezos on why it`s always Day 1 at Amazon - YouTube. Retrieved from https://www.youtube.com/watch?v=fTwXS2H_iJoBezos, Jeff. (2018). 2017 Letter to Shareholders. Retrieved from https://ir.aboutamazon.com/static-files/1bfd8929-81a0-46d7-a378-6aff9a203093Bezos, Jeff. (2021). 2020 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/2021/ar/Amazon-2020-Shareholder-Letter-and-1997-Shareholder-Letter.pdfBrinker, Scott. (2019). Want to innovate like Amazon? Here’s their formula. Retrieved from http://customerthink.com/want-to-innovate-like-amazon-heres-their-formula/Cain, Sian. (2021). Amazon.com and `Big Five` publishers accused of ebook price-fixing. Retrieved from https://www.theguardian.com/books/2021/jan/15/amazoncom-and-big-five-publishers-accused-of-ebook-price-fixingColumbus, Louis. (2022). 10 Charts That Will Change Your Perspective of Amazon Prime`s Growth.Cuofano, Gennaro. (2019, 2019-03-05). Amazon Flywheel: Amazon Virtuous Cycle In A Nutshell - FourWeekMBA. Retrieved from https://fourweekmba.com/amazon-flywheel/Denning, Stephen. (2019). How Amazon practices the three laws of Agile management. Strategy & Leadership, 47(5), 36-41. doi:10.1108/sl-07-2019-0104Farhi, Paul. (2013). Jeffrey Bezos, Washington Post’s next owner, aims for a new ‘golden era’ at the newspaper. Retrieved from https://www.washingtonpost.com/lifestyle/style/jeffrey-bezos-washington-posts-next-owner-aims-for-a-new-golden-era-at-the-newspaper/2013/09/02/30c00b60-13f6-11e3-b182-1b3bb2eb474c_story.htmlGartner. (2021). Gartner Says Worldwide IaaS Public Cloud Services Market Grew 40.7% in 2020. Retrieved from https://www.gartner.com/en/newsroom/press-releases/2021-06-28-gartner-says-worldwide-iaas-public-cloud-services-market-grew-40-7-percent-in-2020Giuliani-Hoffman, Francesca. (2019). How the Washington Post has changed under Jeff Bezos. Retrieved from https://www.cnn.com/2019/08/16/media/jeff-bezos-donald-graham/index.htmlGupta, Sunil, & Rodriguez, Margaret L. (2021). Amazon in 2021. Harvard Business School Case Study, 514-025(April 2021).Hansen, Morten T., Ibarra, Herminia, & Peyer, Urs. (2013, 2013-01-01). The Best-Performing CEOs in the World. Retrieved from https://hbr.org/2013/01/the-best-performing-ceos-in-the-worldKim, Eugene. (2018, 2018-11-15). Jeff Bezos to employees: `One day, Amazon will fail` but our job is to delay it as long as possible. Retrieved from https://www.cnbc.com/2018/11/15/bezos-tells-employees-one-day-amazon-will-fail-and-to-stay-hungry.htmlLever, Rob. (2016, 2016-01-30). Bezos takes page from Amazon to push WaPost to future. Retrieved from https://www.businessinsider.com/afp-bezos-takes-page-from-amazon-to-push-wapost-to-future-2016-1Mulligan, Mark. (2022). Music subscriber market shares Q2 2021. Retrieved from https://www.midiaresearch.com/blog/music-subscriber-market-shares-q2-2021Novak, David. (2018, 2018-01-15). The failed Amazon Fire Phone lead to successes like the Echo and Fire TV. Retrieved from https://www.gadgetgram.com/2018/01/15/amazon-fire-phone-failure/Perez, Sarah. (2020). Nearly 70% of US smart speaker owners use Amazon Echo devices – TechCrunch. Retrieved from https://social.techcrunch.com/2020/02/10/nearly-70-of-u-s-smart-speaker-owners-use-amazon-echo-devices/Ries, Eric. (2011). The lean startup : how today`s entrepreneurs use continuous innovation to create radically successful businesses: Crown Publishing.Rigby, Darrell K. (2017, 2017-06-21). The Amazon–Whole Foods Deal Means Every Other Retailer’s Three-Year Plan Is Obsolete. Retrieved from https://hbr.org/2017/06/the-amazon-whole-foods-deal-means-every-other-retailers-three-year-plan-is-obsoleteRossman, J. (2019). Think Like Amazon: 50 1/2 Ideas to Become a Digital Leader: McGraw-Hill Education.Rothaermel, Frank T, & McKay, Michael. (2015). Amazon. com, Inc: McGraw Hill Education.Wells, John R, Danskin, Galen, & Ellsworth, Gabriel. (2018). Amazon. com, 2018. Harvard Business School Case Study(716-402).布萊德, 史東. (2021). 貝佐斯傳: 遠見天下文化出版股份有限公司.里格比, 戴瑞. (2018). 從敏捷小隊到創新企業. 哈佛商業評論, June 2018, 76-87.高敬原. (2018). 醫療業者當心了，亞馬遜收購線上藥局PillPack. Retrieved from https://www.bnext.com.tw/article/49709/amazon-to-acquire-online-pharmacy-pillpack黃維德. (2019). 日本通膨不振：要怪亞馬遜. Retrieved from https://www.cw.com.tw/article/article.action?id=5084038 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932092資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106932092 資料類型 thesis dc.contributor.advisor 于卓民 zh_TW dc.contributor.author (Authors) 曲中和 zh_TW dc.creator (作者) 曲中和 zh_TW dc.date (日期) 2020 en_US dc.date.accessioned 1-Mar-2022 16:46:37 (UTC+8) - dc.date.available 1-Mar-2022 16:46:37 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 16:46:37 (UTC+8) - dc.identifier (Other Identifiers) G0106932092 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139152 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 106932092 zh_TW dc.description.abstract (摘要) 本論文分析亞馬遜公司 ( Amazon Inc.) 為何能夠在差異度極大的不同產業 ( 電子商務，串流影音，電子書與公有雲等) 中持續不斷的透過創新而進行擴張。研究發現亞馬遜是透過文化、架構、機制與組織的四項獨特要素相互協作而造就出獨一無二的亞馬遜宇宙。本論文以實際的案例詳細說明這四項要素，論證亞馬遜如何在不同產業中運用同樣的核心競爭力持續獲得成功。亞馬遜從成立之初就確定要經由創新而持續不斷的為顧客創造真正的價值， 在經過長期的堅持終於獲致現在領先的地位。本論文希望亞馬遜的成功經驗可以給正在致力於數位轉型的台灣企業作為參考。 zh_TW dc.description.tableofcontents 第一章 緒論 4第一節 研究動機與背景 5第二節 研究問題和目的 7第三節 研究流程和章節介紹 8第二章 文獻探討 10第一節 敏捷管理 (AGILE MANAGEMENT) 11第二節 精實創業 (THE LEAN STARTUP) 13第三章 亞馬遜的創新方程式 15第四章 文化：永保初心 ( IT’S ALWAYS DAY 1 ) 18第一節 長期投入 ( IT’S ALL ABOUT LONG TERM) 18第二節 以顧客為中心 20第三節 持續創新 21第四節 DAY 1 企業有什麼不同 22第五章 架構：以客戶為中心的服務平台 28第一節 亞馬遜市集 ( AMAZON MARKETPLACE ) 29第二節 亞馬遜尊榮會員( AMAZON PRIME ) 31第三節 AMAZON KINDLE 電子書 34第四節 AMAZON PRIME VIDEO 串流影片服務 37第五節 串流音樂AMAZON MUSIC 與AMAZON ECHO 和 ALEXA 40第六節 AMAZON WEB SERVICES 公有雲服務 43第六章 機制：重視事實與數據 47第一節 六頁備忘錄 (SIX PAGE NARRATIVES) 47第二節 逆向工作法 (WORKING BACKWARDS) 49第七章 組織：快速靈活的單一任務團隊 53第一節 TWO PIZZA TEAMS 53第二節 單一任務的弱耦合(LOOSELY COUPLED)組織 55第八章 結論 56第一節 以顧客為中心驅動企業 (CUSTOMER CENTER ORIENTED) 57第二節 營造容許失敗的創新環境 58第三節 投資在長遠的目標 (IT`S ALL ABOUT THE LONG TERM) 59第四節 領導人是企業文化的守護者 60參考文獻 61 zh_TW dc.format.extent 4628351 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106932092 en_US dc.subject (關鍵詞) 亞馬遜 zh_TW dc.subject (關鍵詞) 創新 zh_TW dc.subject (關鍵詞) 持續創新 zh_TW dc.subject (關鍵詞) 數位轉型 zh_TW dc.title (題名) 企業孕育創新文化之研究 - 以AMAZON為例 zh_TW dc.title (題名) A study of companies nourishes the culture of innovation - from the example of Amazon. en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Amazon. (2019). Our Leadership Principles. Retrieved from https://www.aboutamazon.com/working-at-amazon/our-leadership-principlesAmazon. (2022). Amazon Music Prime vs. Amazon Music Unlimited. Retrieved from https://www.amazon.com/gp/help/customer/display.html?nodeId=GW3PHAUCZM8L7W9LApple. (2007). Apple TV Now Shipping. Retrieved from https://www.apple.com/newsroom/2007/03/21Apple-TV-Now-Shipping/AWS. (2021). Amazon S3 Service Level Agreement. Retrieved from https://aws.amazon.com/tw/s3/sla/Banerjee, Ankur. (2018). Amazon to buy PillPack in potentially disruptive drug retail push. Retrieved from https://www.reuters.com/article/us-pillpack-m-a-amazon-com-idUSKBN1JO1RUBerman, Hagens. (2021). Amazon E-Books Price-Fixing. Retrieved from https://www.hbsslaw.com/cases/amazon-e-books-price-fixingBezos, Jeff. (1998). 1997 Letter to Shareholders. Retrieved from https://ir.aboutamazon.com/static-files/589ab7fe-9362-4823-a8e5-901f6d3a0f00Bezos, Jeff. (2002). 2001 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2001_shareholderLetter.pdfBezos, Jeff. (2004). 2003 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2003_-Shareholder_-Letter041304.pdfBezos, Jeff. (2006). 2005 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/shareholderletter2005.pdfBezos, Jeff. (2012). 2011 Letter to Shareholders. Retrieved from https://ir.aboutamazon.com/static-files/7fb2d8d7-0296-44c3-a9e7-6de5dbec5537Bezos, Jeff. (2015). 2014 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/AMAZON-2014-Shareholder-Letter.pdfBezos, Jeff. (2016). 2015 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2015-Letter-to-Shareholders.PDFBezos, Jeff. (2017a). 2016 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/annual/2016-Letter-to-Shareholders.pdfBezos, Jeff. (2017b). Jeff Bezos on why it`s always Day 1 at Amazon - YouTube. Retrieved from https://www.youtube.com/watch?v=fTwXS2H_iJoBezos, Jeff. (2018). 2017 Letter to Shareholders. Retrieved from https://ir.aboutamazon.com/static-files/1bfd8929-81a0-46d7-a378-6aff9a203093Bezos, Jeff. (2021). 2020 Letter to Shareholders. Retrieved from https://s2.q4cdn.com/299287126/files/doc_financials/2021/ar/Amazon-2020-Shareholder-Letter-and-1997-Shareholder-Letter.pdfBrinker, Scott. (2019). Want to innovate like Amazon? Here’s their formula. Retrieved from http://customerthink.com/want-to-innovate-like-amazon-heres-their-formula/Cain, Sian. (2021). Amazon.com and `Big Five` publishers accused of ebook price-fixing. Retrieved from https://www.theguardian.com/books/2021/jan/15/amazoncom-and-big-five-publishers-accused-of-ebook-price-fixingColumbus, Louis. (2022). 10 Charts That Will Change Your Perspective of Amazon Prime`s Growth.Cuofano, Gennaro. (2019, 2019-03-05). Amazon Flywheel: Amazon Virtuous Cycle In A Nutshell - FourWeekMBA. Retrieved from https://fourweekmba.com/amazon-flywheel/Denning, Stephen. (2019). How Amazon practices the three laws of Agile management. Strategy & Leadership, 47(5), 36-41. doi:10.1108/sl-07-2019-0104Farhi, Paul. (2013). Jeffrey Bezos, Washington Post’s next owner, aims for a new ‘golden era’ at the newspaper. Retrieved from https://www.washingtonpost.com/lifestyle/style/jeffrey-bezos-washington-posts-next-owner-aims-for-a-new-golden-era-at-the-newspaper/2013/09/02/30c00b60-13f6-11e3-b182-1b3bb2eb474c_story.htmlGartner. (2021). Gartner Says Worldwide IaaS Public Cloud Services Market Grew 40.7% in 2020. Retrieved from https://www.gartner.com/en/newsroom/press-releases/2021-06-28-gartner-says-worldwide-iaas-public-cloud-services-market-grew-40-7-percent-in-2020Giuliani-Hoffman, Francesca. (2019). How the Washington Post has changed under Jeff Bezos. Retrieved from https://www.cnn.com/2019/08/16/media/jeff-bezos-donald-graham/index.htmlGupta, Sunil, & Rodriguez, Margaret L. (2021). Amazon in 2021. Harvard Business School Case Study, 514-025(April 2021).Hansen, Morten T., Ibarra, Herminia, & Peyer, Urs. (2013, 2013-01-01). The Best-Performing CEOs in the World. Retrieved from https://hbr.org/2013/01/the-best-performing-ceos-in-the-worldKim, Eugene. (2018, 2018-11-15). Jeff Bezos to employees: `One day, Amazon will fail` but our job is to delay it as long as possible. Retrieved from https://www.cnbc.com/2018/11/15/bezos-tells-employees-one-day-amazon-will-fail-and-to-stay-hungry.htmlLever, Rob. (2016, 2016-01-30). Bezos takes page from Amazon to push WaPost to future. Retrieved from https://www.businessinsider.com/afp-bezos-takes-page-from-amazon-to-push-wapost-to-future-2016-1Mulligan, Mark. (2022). Music subscriber market shares Q2 2021. Retrieved from https://www.midiaresearch.com/blog/music-subscriber-market-shares-q2-2021Novak, David. (2018, 2018-01-15). The failed Amazon Fire Phone lead to successes like the Echo and Fire TV. Retrieved from https://www.gadgetgram.com/2018/01/15/amazon-fire-phone-failure/Perez, Sarah. (2020). Nearly 70% of US smart speaker owners use Amazon Echo devices – TechCrunch. Retrieved from https://social.techcrunch.com/2020/02/10/nearly-70-of-u-s-smart-speaker-owners-use-amazon-echo-devices/Ries, Eric. (2011). The lean startup : how today`s entrepreneurs use continuous innovation to create radically successful businesses: Crown Publishing.Rigby, Darrell K. (2017, 2017-06-21). The Amazon–Whole Foods Deal Means Every Other Retailer’s Three-Year Plan Is Obsolete. Retrieved from https://hbr.org/2017/06/the-amazon-whole-foods-deal-means-every-other-retailers-three-year-plan-is-obsoleteRossman, J. (2019). Think Like Amazon: 50 1/2 Ideas to Become a Digital Leader: McGraw-Hill Education.Rothaermel, Frank T, & McKay, Michael. (2015). Amazon. com, Inc: McGraw Hill Education.Wells, John R, Danskin, Galen, & Ellsworth, Gabriel. (2018). Amazon. com, 2018. Harvard Business School Case Study(716-402).布萊德, 史東. (2021). 貝佐斯傳: 遠見天下文化出版股份有限公司.里格比, 戴瑞. (2018). 從敏捷小隊到創新企業. 哈佛商業評論, June 2018, 76-87.高敬原. (2018). 醫療業者當心了，亞馬遜收購線上藥局PillPack. Retrieved from https://www.bnext.com.tw/article/49709/amazon-to-acquire-online-pharmacy-pillpack黃維德. (2019). 日本通膨不振：要怪亞馬遜. Retrieved from https://www.cw.com.tw/article/article.action?id=5084038 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200346 en_US
