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題名 共創新價值—以「政大一畝田」為例
Thecase of NCCU`s My-Farmland Project作者 王耀德
Wang, Yao Ter Owen貢獻者 于卓民
Yu,Chwo Ming
王耀德
Wang, Yao Ter Owen關鍵詞 政大一畝田
公民社會
政大EMBA永續農業促進小組
策略聯盟
企業社會責任
農業的永續發展
有機農業
NCCU`s My-Farmland
civil society
National ChengChi University EMBA Sustainable Agriculture Promoting Organization
strategic alliance
corporate social responsibility
sustainable agriculture
agricultural organization日期 2011 上傳時間 30-十月-2012 10:16:07 (UTC+8) 摘要 本研究為個案研究，以政大EMBA永續農業促進小組所創「政大一畝田」品牌專案為例，以深度訪談為研究方法，主要探討社會公民社團，如何透過策略聯盟方式，與策略夥伴為利害關係人以及社會共創新價值，並輔以相關文獻的深度分析，對農民團體策略聯盟以推廣有機農業提供具體建議。 根據農糧署2010/05發佈台灣有機認證農地共有4217公頃,僅佔所有農地的0.4％，在政府目前積極的倡導下，消費者認同與消費者支持已大幅增加，台灣的農民團體多自行組織，自產自銷，或者透過地方產銷班等，共同銷售予通路商、中盤商，但現行的銷售管道之銷量不大，又易被中盤商壓價，因此造成台灣有機小農的銷售困境。 研究者發起「政大EMBA永續農業促進小組」，透過資源分析以及環境分析，以組織內部成員之人脈資源、資金、商管知識以及服務熱忱作為基礎，再加上政大之社群資源，與農民團體合作，選定宜蘭三星行健有機合作社作為策略夥伴，推行「政大一畝田」契作稻田認養專案，建立以國內相關企業為目標客群之企業認養的銷售管道。 此公益項目增進台灣有機稻農的生計，也為認養企業與家庭提供樂活體驗、二次公益等社會企業責任的價值，更透過媒體公關行銷，使策略夥伴以及有機議題得到大眾關注，以提昇國民對有機農產的認同與支持。
Based on the Case of NCCU`s My-Farmland Project by National ChengChi University EMBA Sustainable Agriculture Promoting Organization, this paper will discuss how Non-Profit Organizations create new value of sustainability with other stakeholders by strategic alliance and offer some advice to the agricultural organization in Taiwan to promote sustainable agriculture. This paper will also provide literature review on civil society, sustainable agriculture, social enterprise and strategic alliance. According to the Council of Agriculture, the organic farmland officially recorded is 4217 hectares which only accounts for 0.4 percent of the total farmland in Taiwan. Now through the active promotion of the government, both the consumer identification and their support have increased dramatically. The agricultural organizations in Taiwan are made up almost entirely of farmers only. They produce and sell their products on their own. Their main sales channels are to wholesalers, distributors and some end consumers in low volumes. With low bargaining power, organic farmers in Taiwan have a difficult sales condition. This researcher initiated the "National Chengchi University EMBA sustainable agriculture promotion teams" to promote the Case of NCCU`s My-Farmland Project through resources and environmental analysis together with the networking, capital, business management knowledge and dedicated services of the members of the NCCU or ganization, plus the community resources of the National Chengchi University. It is the goal of this project to assist the agricultural organizations in Taiwan in prospering and expanding their business. We have selected Ilan Samsung organic cooperatives as a strategic partner to promote and execute the above project and create a sales pipeline for relevant domestic enterprises as target customers. This charity project will provide Taiwan organic farmers with better lives, and also offer country life experiences for the corporations and families who join the project. Additionally, this project will allow the corporations to fulfill their corporate social responsibilities. Furthermore, with the promotion and attention through medias, this project will really increase the consumer identification and their support for the organic farmers in Taiwan.參考文獻 英文文獻1.Barney, J. B., (1991) Firm resource and sustained competitive advantage. Advances in Strategic Management, 17, 203-227.2.BBC Chinese.com (2002). 什麼是公民社會. Retrieved from http://news.bbc.co.uk/hi/cjinese/news/newsid_18802000/18022652.stm3.Burchell, J. & Cook, J. (2006). Confronting the corporate citizen" shaping the discourse of corporate social responsibility. International Journal of Sociology and Social Science, 26,121-137.4.Coase, R. H. (1937). The nature of the firm. Economica, 4, 386-405.5.Contractor, F. J. (1990). Ownership patterns of U.S. joint ventures abroad and the liberalization of foreign government regulations in the 1980s: Evidence from the benchmark surveys. Journal of International Business Studies, 21, 55-73.6.Friedman, M. (1970). The social responsibility of business is to increase its profits. New York Times Magazine, 13 Sep., 1970; 122-1267.Heath, R. L., & Ryan, M. (1989). Public relation`s role in defining corporate social responsibility. Journal of Mass Media Ethics, 4, 21-25.8.Hennart, J. F. (1988). A transaction costs theory of equity joint ventures. Strategic Management Journal, 9, 361-74.9.Jonathan, T. S. (2002). The sustainable business. EFMD Journal of Management Science, 17, 99-120.10.Kogut, B. (1988). Joint ventures: Theoretical and empirical perspectives. Strategic Management Review, 9, 319-332.11.Kramer, R. M. (1987). Voluntary agencies and personal social services. In Powell, The non-profit sector: A research handbook. New Haven, C.T.: Yale University Press.12.Peteraf, E. (1993). The cornerstones of competitive advantage: A resource-based view. Strategic Management Journal, 14, 171-191.13.Porter, M. E., & Fuller M. B. (1986). Coalitions and global strategy. In M. Porter, Competition in Global Industries, Boston, MA: Harvard Business School Press.14.Porter, M, E. & Kramer, M R. (2006). Strategy and society. Harvard Business Review, 84, 78-92.15.Rigby, D. K., & Buchanan, W. T. (1994). Putting more strategy into strategic alliances. Directors & Boards, Winter.16.Ulrich, D., & Barney, J. B. (1984). Perspectives in organization: Resource dependence, efficiency, and population. Academy of Management Review, 9, 471-81.17.Wenerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5, 171-80.18.Werther, Hr. W. B., & Chandler, D. (2005). Strategic corporate social responsibility-stakeholders in a global environment. London: Sage Publications.19.Williamson, O. E. (1985). The economic institutions of capitalism: Firms, markets, relational contracting. New York: Free Press.20.Williamson, O. E. (1985). The economic institutions of capitalism: Firms, markets, relational contracting. New York: Free Press.21.Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternative. Administrative Science Quarterly, 36, 269-96.中文文獻1.方世榮、黃瓊瑤、陳育成（2011）。組織企業社會責任回應模型。管理與系統，18，551-580。2.王振軒（2006）。NGO在公民社會中的公益倫理與責信。通識教育學報，10，99-122。3.江明修、陳定銘（2001）。組織與公民社會-以社區大學運動為利。中央大學社會文化學報，12，15-43。4.別蓮蒂、游舒惠（2002）。企業贊助公益活動之動機、決策與影響因素。廣告學研究，18，53-94。5.林俊義（2005）。永續農業之理念與發展策略。台北：行政院農業委員會農業試驗所。6.邱柏松（2002）。國際策略聯盟——在國內的現況與績效。經濟情勢暨評論，8（3），14-22。7.胡憲倫、許家偉、蒲彥穎（2006）。策略的企業社會責任：企業永續發展的新課題。應用倫理研究通訊，40，37-50。8.楊意菁（2006）。公民社會與企業公民：從議題管理與社會議題建構談起。第14屆廣告與公共關係學術與實務研討會論文。台北：政治大學。9.楊意菁（2008）。企業公民、公民社會與社會議題建構，以「Keep Walking夢想資助計畫」為例。廣告學研究，30，85-120。10.葉匡時、蔡敦浩、周德光（1993）。策略聯盟的發展策略——交易成本的觀點。管理評論，12，99-117。11.邱湧忠（1998）。台灣農業產銷班整合之意義與目標。農政與農情，7月，35-42。12.張舜翔（2011）。台灣精緻農業的產業發展機會。工業技術與資訊，236期。13.楊玉婷（2011）。全球有機農業市場概況。農業生技產業週刊，12月，10-14。14.黃延聰(2010)。策略聯盟如何能成功？聯盟過程之管理。T&D飛訊，第95期，1-15。 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932423
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099932423 資料類型 thesis dc.contributor.advisor 于卓民 zh_TW dc.contributor.advisor Yu,Chwo Ming en_US dc.contributor.author (作者) 王耀德 zh_TW dc.contributor.author (作者) Wang, Yao Ter Owen en_US dc.creator (作者) 王耀德 zh_TW dc.creator (作者) Wang, Yao Ter Owen en_US dc.date (日期) 2011 en_US dc.date.accessioned 30-十月-2012 10:16:07 (UTC+8) - dc.date.available 30-十月-2012 10:16:07 (UTC+8) - dc.date.issued (上傳時間) 30-十月-2012 10:16:07 (UTC+8) - dc.identifier (其他 識別碼) G0099932423 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54206 - 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) 99932423 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 本研究為個案研究，以政大EMBA永續農業促進小組所創「政大一畝田」品牌專案為例，以深度訪談為研究方法，主要探討社會公民社團，如何透過策略聯盟方式，與策略夥伴為利害關係人以及社會共創新價值，並輔以相關文獻的深度分析，對農民團體策略聯盟以推廣有機農業提供具體建議。 根據農糧署2010/05發佈台灣有機認證農地共有4217公頃,僅佔所有農地的0.4％，在政府目前積極的倡導下，消費者認同與消費者支持已大幅增加，台灣的農民團體多自行組織，自產自銷，或者透過地方產銷班等，共同銷售予通路商、中盤商，但現行的銷售管道之銷量不大，又易被中盤商壓價，因此造成台灣有機小農的銷售困境。 研究者發起「政大EMBA永續農業促進小組」，透過資源分析以及環境分析，以組織內部成員之人脈資源、資金、商管知識以及服務熱忱作為基礎，再加上政大之社群資源，與農民團體合作，選定宜蘭三星行健有機合作社作為策略夥伴，推行「政大一畝田」契作稻田認養專案，建立以國內相關企業為目標客群之企業認養的銷售管道。 此公益項目增進台灣有機稻農的生計，也為認養企業與家庭提供樂活體驗、二次公益等社會企業責任的價值，更透過媒體公關行銷，使策略夥伴以及有機議題得到大眾關注，以提昇國民對有機農產的認同與支持。 zh_TW dc.description.abstract (摘要) Based on the Case of NCCU`s My-Farmland Project by National ChengChi University EMBA Sustainable Agriculture Promoting Organization, this paper will discuss how Non-Profit Organizations create new value of sustainability with other stakeholders by strategic alliance and offer some advice to the agricultural organization in Taiwan to promote sustainable agriculture. This paper will also provide literature review on civil society, sustainable agriculture, social enterprise and strategic alliance. According to the Council of Agriculture, the organic farmland officially recorded is 4217 hectares which only accounts for 0.4 percent of the total farmland in Taiwan. Now through the active promotion of the government, both the consumer identification and their support have increased dramatically. The agricultural organizations in Taiwan are made up almost entirely of farmers only. They produce and sell their products on their own. Their main sales channels are to wholesalers, distributors and some end consumers in low volumes. With low bargaining power, organic farmers in Taiwan have a difficult sales condition. This researcher initiated the "National Chengchi University EMBA sustainable agriculture promotion teams" to promote the Case of NCCU`s My-Farmland Project through resources and environmental analysis together with the networking, capital, business management knowledge and dedicated services of the members of the NCCU or ganization, plus the community resources of the National Chengchi University. It is the goal of this project to assist the agricultural organizations in Taiwan in prospering and expanding their business. We have selected Ilan Samsung organic cooperatives as a strategic partner to promote and execute the above project and create a sales pipeline for relevant domestic enterprises as target customers. This charity project will provide Taiwan organic farmers with better lives, and also offer country life experiences for the corporations and families who join the project. Additionally, this project will allow the corporations to fulfill their corporate social responsibilities. Furthermore, with the promotion and attention through medias, this project will really increase the consumer identification and their support for the organic farmers in Taiwan. en_US dc.description.tableofcontents 第一章 緒論……………………………………………………7第一節 研究背景與動機………………………………………7第二節 研究問題與研究目的…………………………………8第三節 研究限制與論文章節簡介……………………………9第二章 文獻探討………………………………………………11第一節 公民社會………………………………………………11第二節 農業的永續發展：有機農業…………………………14第三節 企業社會責任…………………………………………17第四節 策略聯盟………………………………………………21第三章 研究架構與方法………………………………………25第一節 研究架構………………………………………………25第二節 研究方法………………………………………………26第四章 個案資料與分析………………………………………29第一節 個案發想與動機………………………………………29第二節 資料蒐集與項目篩選…………………………………29第三節 實地調查………………………………………………34第四節 成立公民社會團體—政大EMBA永續農業促進小組…37第五節 策略聯盟………………………………………………38第六節 個案成效………………………………………………44第七節 未來發展規劃與建議…………………………………53第五節 結論與建議……………………………………………55第一節 研究結論………………………………………………55第二節 研究建議………………………………………………59參考文獻…………………………………………………………62附錄一 訪談紀錄……………………………………………65附錄二 相關報導……………………………………………82 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099932423 en_US dc.subject (關鍵詞) 政大一畝田 zh_TW dc.subject (關鍵詞) 公民社會 zh_TW dc.subject (關鍵詞) 政大EMBA永續農業促進小組 zh_TW dc.subject (關鍵詞) 策略聯盟 zh_TW dc.subject (關鍵詞) 企業社會責任 zh_TW dc.subject (關鍵詞) 農業的永續發展 zh_TW dc.subject (關鍵詞) 有機農業 zh_TW dc.subject (關鍵詞) NCCU`s My-Farmland en_US dc.subject (關鍵詞) civil society en_US dc.subject (關鍵詞) National ChengChi University EMBA Sustainable Agriculture Promoting Organization en_US dc.subject (關鍵詞) strategic alliance en_US dc.subject (關鍵詞) corporate social responsibility en_US dc.subject (關鍵詞) sustainable agriculture en_US dc.subject (關鍵詞) agricultural organization en_US dc.title (題名) 共創新價值—以「政大一畝田」為例 zh_TW dc.title (題名) Thecase of NCCU`s My-Farmland Project en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 英文文獻1.Barney, J. B., (1991) Firm resource and sustained competitive advantage. Advances in Strategic Management, 17, 203-227.2.BBC Chinese.com (2002). 什麼是公民社會. Retrieved from http://news.bbc.co.uk/hi/cjinese/news/newsid_18802000/18022652.stm3.Burchell, J. & Cook, J. (2006). Confronting the corporate citizen" shaping the discourse of corporate social responsibility. International Journal of Sociology and Social Science, 26,121-137.4.Coase, R. H. (1937). The nature of the firm. Economica, 4, 386-405.5.Contractor, F. J. (1990). Ownership patterns of U.S. joint ventures abroad and the liberalization of foreign government regulations in the 1980s: Evidence from the benchmark surveys. Journal of International Business Studies, 21, 55-73.6.Friedman, M. (1970). The social responsibility of business is to increase its profits. New York Times Magazine, 13 Sep., 1970; 122-1267.Heath, R. L., & Ryan, M. (1989). Public relation`s role in defining corporate social responsibility. Journal of Mass Media Ethics, 4, 21-25.8.Hennart, J. F. (1988). A transaction costs theory of equity joint ventures. Strategic Management Journal, 9, 361-74.9.Jonathan, T. S. (2002). The sustainable business. EFMD Journal of Management Science, 17, 99-120.10.Kogut, B. (1988). Joint ventures: Theoretical and empirical perspectives. Strategic Management Review, 9, 319-332.11.Kramer, R. M. (1987). Voluntary agencies and personal social services. In Powell, The non-profit sector: A research handbook. New Haven, C.T.: Yale University Press.12.Peteraf, E. (1993). The cornerstones of competitive advantage: A resource-based view. Strategic Management Journal, 14, 171-191.13.Porter, M. E., & Fuller M. B. (1986). Coalitions and global strategy. In M. Porter, Competition in Global Industries, Boston, MA: Harvard Business School Press.14.Porter, M, E. & Kramer, M R. (2006). Strategy and society. Harvard Business Review, 84, 78-92.15.Rigby, D. K., & Buchanan, W. T. (1994). Putting more strategy into strategic alliances. Directors & Boards, Winter.16.Ulrich, D., & Barney, J. B. (1984). Perspectives in organization: Resource dependence, efficiency, and population. Academy of Management Review, 9, 471-81.17.Wenerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5, 171-80.18.Werther, Hr. W. B., & Chandler, D. (2005). Strategic corporate social responsibility-stakeholders in a global environment. London: Sage Publications.19.Williamson, O. E. (1985). The economic institutions of capitalism: Firms, markets, relational contracting. New York: Free Press.20.Williamson, O. E. (1985). The economic institutions of capitalism: Firms, markets, relational contracting. New York: Free Press.21.Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternative. Administrative Science Quarterly, 36, 269-96.中文文獻1.方世榮、黃瓊瑤、陳育成（2011）。組織企業社會責任回應模型。管理與系統，18，551-580。2.王振軒（2006）。NGO在公民社會中的公益倫理與責信。通識教育學報，10，99-122。3.江明修、陳定銘（2001）。組織與公民社會-以社區大學運動為利。中央大學社會文化學報，12，15-43。4.別蓮蒂、游舒惠（2002）。企業贊助公益活動之動機、決策與影響因素。廣告學研究，18，53-94。5.林俊義（2005）。永續農業之理念與發展策略。台北：行政院農業委員會農業試驗所。6.邱柏松（2002）。國際策略聯盟——在國內的現況與績效。經濟情勢暨評論，8（3），14-22。7.胡憲倫、許家偉、蒲彥穎（2006）。策略的企業社會責任：企業永續發展的新課題。應用倫理研究通訊，40，37-50。8.楊意菁（2006）。公民社會與企業公民：從議題管理與社會議題建構談起。第14屆廣告與公共關係學術與實務研討會論文。台北：政治大學。9.楊意菁（2008）。企業公民、公民社會與社會議題建構，以「Keep Walking夢想資助計畫」為例。廣告學研究，30，85-120。10.葉匡時、蔡敦浩、周德光（1993）。策略聯盟的發展策略——交易成本的觀點。管理評論，12，99-117。11.邱湧忠（1998）。台灣農業產銷班整合之意義與目標。農政與農情，7月，35-42。12.張舜翔（2011）。台灣精緻農業的產業發展機會。工業技術與資訊，236期。13.楊玉婷（2011）。全球有機農業市場概況。農業生技產業週刊，12月，10-14。14.黃延聰(2010)。策略聯盟如何能成功？聯盟過程之管理。T&D飛訊，第95期，1-15。 zh_TW
