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題名 破繭而出: 從資源制約觀點探討行銷科技新創的隨創契機
Break through the cocoon: exploring the opportunities of bricolage for a MarTech scale-up from a resource-constrained perspective
作者 陳玉璽
Tan, Yu-Xi
貢獻者 周致遠
Chou, Chih-Yuan
陳玉璽
Tan, Yu-Xi
關鍵詞 隨創理論
資源制約
價值轉換
時機識別
質性研究
行銷科技
Bricolage Theory
MarTech
Scale-up
Opportunity identification
Qualitative research
Resource-constrained
Value conversion
日期 2022
上傳時間 5-Jan-2023 15:22:40 (UTC+8)
摘要 新創企業向來期望能透過累積資源以建立其競爭優勢，在瞬息萬變的商場中站穩腳步。然 而事與願違，市場資源分配不均的現象普遍存在，大型企業為了追求其持續性的競爭優勢，亦積極爭取資源累積與發掘。資源少對於新創企業已經不太幸運，再套上各種制約，對新創企業 更是雪上加霜。現實中，為了求生存之道而不斷地掙扎更是新創企業的常態。因此，新創該如何在毫無資源或是有限資源的情況下，應對並突破層層制約，找到能穩定立足於市場的脫困之 道?本研究以一間位於臺灣的行銷科技新創企業(MarTech Scale-up)為個案探討此議題，嘗 試為快速穩定成長中的新創找到解套的可能性。於理論的角度出發，本研究結合當前資源拼湊 與資源建構，提出「時機識別」，為隨創理論的研究領域貢獻一項新的觀點。實務上，本研究 提出識別時機的三項原則，可以提供新創找到「破繭」的時，將阻力逆向轉變成其助力，讓 新創的資源制約逆境翻轉成為可能。
To build a competitive advantage, accumulating resources is an unachievable expectation for many companies. In fact, modern enterprises pursuing lasting competitive advantage bring about the uneven distribution of market resources. The competitive environment places scale-ups in a challenging position, with many merely struggling to survive. When a scale-up lacks resources, is no longer fortunate, and is restricted by various constraints, can it find a way out of its predicament? This study investigates how a MarTech scale-up can cope with various constraints and identify a possible solution when faced with insufficient resources. Theoretically, this study combines resource construction and resource conversion and proposes the viewpoint of "opportunity identification" to enrich the repertoire of bricolage theory. Practically, this study proposes three principles for identifying opportunities that can provide a reference for new ventures to find opportunities to "break out of their cocoon". It might be possible to change the laws of competition by converting stumbling blocks into stepping stones.
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描述 碩士
國立政治大學
資訊管理學系
109356056
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356056
資料類型 thesis
dc.contributor.advisor 周致遠zh_TW
dc.contributor.advisor Chou, Chih-Yuanen_US
dc.contributor.author (Authors) 陳玉璽zh_TW
dc.contributor.author (Authors) Tan, Yu-Xien_US
dc.creator (作者) 陳玉璽zh_TW
dc.creator (作者) Tan, Yu-Xien_US
dc.date (日期) 2022en_US
dc.date.accessioned 5-Jan-2023 15:22:40 (UTC+8)-
dc.date.available 5-Jan-2023 15:22:40 (UTC+8)-
dc.date.issued (上傳時間) 5-Jan-2023 15:22:40 (UTC+8)-
dc.identifier (Other Identifiers) G0109356056en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142908-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 109356056zh_TW
dc.description.abstract (摘要) 新創企業向來期望能透過累積資源以建立其競爭優勢，在瞬息萬變的商場中站穩腳步。然 而事與願違，市場資源分配不均的現象普遍存在，大型企業為了追求其持續性的競爭優勢，亦積極爭取資源累積與發掘。資源少對於新創企業已經不太幸運，再套上各種制約，對新創企業 更是雪上加霜。現實中，為了求生存之道而不斷地掙扎更是新創企業的常態。因此，新創該如何在毫無資源或是有限資源的情況下，應對並突破層層制約，找到能穩定立足於市場的脫困之 道?本研究以一間位於臺灣的行銷科技新創企業(MarTech Scale-up)為個案探討此議題，嘗 試為快速穩定成長中的新創找到解套的可能性。於理論的角度出發，本研究結合當前資源拼湊 與資源建構，提出「時機識別」，為隨創理論的研究領域貢獻一項新的觀點。實務上，本研究 提出識別時機的三項原則，可以提供新創找到「破繭」的時，將阻力逆向轉變成其助力，讓 新創的資源制約逆境翻轉成為可能。zh_TW
dc.description.abstract (摘要) To build a competitive advantage, accumulating resources is an unachievable expectation for many companies. In fact, modern enterprises pursuing lasting competitive advantage bring about the uneven distribution of market resources. The competitive environment places scale-ups in a challenging position, with many merely struggling to survive. When a scale-up lacks resources, is no longer fortunate, and is restricted by various constraints, can it find a way out of its predicament? This study investigates how a MarTech scale-up can cope with various constraints and identify a possible solution when faced with insufficient resources. Theoretically, this study combines resource construction and resource conversion and proposes the viewpoint of "opportunity identification" to enrich the repertoire of bricolage theory. Practically, this study proposes three principles for identifying opportunities that can provide a reference for new ventures to find opportunities to "break out of their cocoon". It might be possible to change the laws of competition by converting stumbling blocks into stepping stones.en_US
dc.description.tableofcontents CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 3
2.1 Definition 3
2.1.1 Entrepreneurship 3
2.1.2 Start-up and Scale-up 4
2.1.3 What is MarTech? 7
2.2 Resource-constrained Circumstances 8
2.2.1 What are Resources? 8
2.2.2 A Systematics of Constraints 8
2.2.3 Resource Scarcity 12
2.3 Theoretical Background 13
2.3.1 Resource-based View and Dynamic Capability View 13 2.3.2 What is Bricolage? 15
2.3.3 The Use of Bricolage 19
2.3.4 The Conceptualization of Bricolage 20
CHAPTER 3. RESEARCH METHODOLOGY 28
3.1 Research Design: Case Research 29
3.1.1 Study Context 30
3.1.2 Case Selection 31
3.2 Data Collection 32
3.2.1 Interview Procedure 33
3.2.2 Field Investigation Plan 34
3.3 Proposed Data Analysis 36
CHAPTER 4. RESEARCH FINDINGS 38
4.1 Case Description 38
4.2 Constraint 1: Under-positioning 47
4.2.1 Value Conversion: Redefining Traditional CRM (Customer Relationship
Management) into MCRM (Mobile Customer Relationship Management) 51
4.2.2 Opportunity Identification: To Regard Customer Demand as Market Demand (To Change its B2C Model to B2B Model)
55
4.3 Constraint 2: The Bottlenecks in the Business Development Process 60
4.3.1 Value Conversion: Cross-industry Replication Replaces Vertical Industry
Development 62
4.3.2 Opportunity Identification: Retaining Old Customers Rather than Attracting New
Ones can also Generate Revenue 66
4.4 Constraint 3: The Limited Scalability as a Customized Services Provider 69
4.4.1 Value Conversion: From Customization to Modularization
71
4.4.2 Opportunity Identification: A Suitable Communication Model is the Formula for Profitability 76
CHAPTER 5. DISCUSSIONS 80
5.1 Theoretical Implications 91
5.1.1 Resource Convertibility 91
5.1.2 Time Relativity of Opportunity 93
5.1.3 Value Connectivity 94
5.2 Practical Implications 96
5.3 Research Limitations 99
CHAPTER 6. CONCLUSIONS 101
REFERENCES 103		zh_TW
dc.format.extent 1683902 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356056en_US
dc.subject (關鍵詞) 隨創理論zh_TW
dc.subject (關鍵詞) 資源制約zh_TW
dc.subject (關鍵詞) 價值轉換zh_TW
dc.subject (關鍵詞) 時機識別zh_TW
dc.subject (關鍵詞) 質性研究zh_TW
dc.subject (關鍵詞) 行銷科技zh_TW
dc.subject (關鍵詞) Bricolage Theoryen_US
dc.subject (關鍵詞) MarTechen_US
dc.subject (關鍵詞) Scale-upen_US
dc.subject (關鍵詞) Opportunity identificationen_US
dc.subject (關鍵詞) Qualitative researchen_US
dc.subject (關鍵詞) Resource-constraineden_US
dc.subject (關鍵詞) Value conversionen_US
dc.title (題名) 破繭而出: 從資源制約觀點探討行銷科技新創的隨創契機zh_TW
dc.title (題名) Break through the cocoon: exploring the opportunities of bricolage for a MarTech scale-up from a resource-constrained perspectiveen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202201747en_US