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題名 方案解決型組織的建構
作者 邱享慧
貢獻者 管康彥
邱享慧
關鍵詞 組織結構
顧客導向組織
解決方案
日期 2011
上傳時間 30-十月-2012 14:20:36 (UTC+8)
摘要 當今企業紛紛謀求方案提供轉型，以整合的產品與服務，降低顧客購買風險、完善回應客製需求，進而創造高於個別產品與服務總和的整套價值。其融合服務不易被模仿的特性，對方案企業的自身發展而言，更有助於跳脫無止盡的商品化困境，進而創造差異化的競爭優勢、與顧客建立策略層次的合作關係。而組織由產品進化至方案提供，因應根本經營思維轉變，勢必產生組織結構調整之必要，以落實以客為尊的方案精神，達到從顧客眼光思考、圍繞顧客打造組織的境界。
針對此一新興議題，本研究在文獻探討的部分，首先探討方案的內涵與分類，並整理出三階段企業經營觀點與方案本質演進之關係：一、企業行銷時代下，方案本質為「配套銷售」；二、顧客服務時代下，方案本質為「系統銷售」；三、顧客滿意時代下，方案本質為狹義的「解決方案」。接著，闡述先進學者提出的「方案類型」、「方案生命週期」、「方案提供商角色」、「方案組織型態」相關理論，以奠定後續個案探討的基礎，觀察先驅方案企業IBM及P&G的實務表現，融和理論整理與個案映證。最終以兩家企業相互比對，提出方案企業應視方案對顧客既有經營模式的衝擊程度、顧客類型差異、自身發展背景，選擇方案提供類型、生命週期及角色，並以提升顧客交易彈性為目標建立顧客構面、視主要價值來源取決權力配置，進而設計相應的組織運作機制。同時，延續管理沒有一體適用的真理，建議方案企業應彈性化提供方案類型，並謹慎考量自身管理能力限制，以追求合適的組織結構，避免管理不易的局面。方案企業可運用本研究結論，檢視自身組織結構之調整，是否尚有未竟之處，以作為企業建構方案解決型組織之參考。
參考文獻 一、中文資料
1. 林讓均 (2010年2月號)。DHL深耕亞太，投資台灣運務設施-客戶首選方案讓50萬員工動起來。遠見雜誌第284期。
2. 謝艾莉 (2012年2月29日)。戴爾強攻伺服器，大陸市占穩居第一；代工廠受廣達緯創，營運吃補丸。經濟日報C5版/上市櫃公司2，
3. 徐宗國譯 (1997)，Anselm Strauss & Juliet Corbin著，質性研究概論。台灣，巨流圖書公司
4. 歐用生 (1989)，質的研究。台北，師大書苑。
5. 葉重新 (2001)，教育研究法。台北市，心理出版社。
6. 袁世珮譯 (2000)，Robert Slater著，搶救IBM：葛斯納再造藍色巨人之路。台北市，麥格羅.希爾。
7. 王雅音譯 (1998)，D.Quinn Mills & G. Bruce Friesen著，浴火重生IBM：IBM的過去、現在與未來剖析。台北市，遠流出版。
8. 羅耀宗譯 (2002)，Louis V. Gerstner著，誰說大象不會跳舞？：葛斯納親撰IBM成功關鍵。台北市，時報文化出版企業公司
9. 徐仁全 (2007年10月號)。IBM執行長帕米沙諾：全球化競爭，全球整合型企業是贏家。遠見雜誌第256期。
10. 吳怡靜 (2011年11月號)。IBM百年來首位女CEO-科技業最有權力女強人的挑戰。天下雜誌第484期。
11. 國立清華大學科技管理學院 (2009)，服務科學入門十講。臺灣，智勝出版社。
12. 蕭富峰 (2003)，你可以再靠近一點看P&G。台北市，天下遠見。
 
二、英文文獻
1. Anderson, E. W., Fornell, C., & Rust, R. T. (1997). Customer satisfaction, productivity, and profitability: Differences between goods and services. Marketing Science, 16(2), 129.
2. Andrew Davies, T. B. M. H. (2006). Charting a Path Toward Integrated Solutions. MIT Sloan Management Review, 47(3), 39-48.
3. Andrews, K. R. (1951). Executive Training by the Case Method. Harvard Business Review, 29(5), 58-70.
4. Applegate, L., Austin, R., & McFarlan, F. W. (2009). Corporate Information Strategy and Management: Text and Cases: McGraw-Hill.
5. Brady, T., Davies, A., & Gann, D. M. (2005). Creating value by delivering integrated solutions. International Journal of Project Management, 23(5), 360-365.
6. Davies, A. (2004). Moving base into high-value integrated solutions: a value stream approach. Industrial & Corporate Change, 13(5), 727-756.
7. Davies, A., & Brady, T. (2000a). Organisational capabilities and learning in complex product systems: towards repeatable solutions. Research Policy, 29(7–8), 931-953.
8. Davies, A., & Brady, T. (2000b). Organisational capabilities and learning in complex product systems: towards repeatable solutions. Research Policy, 29(7/8), 931.
9. Davies, A., Brady, T., & Hobday, M. (2007). Organizing for solutions: Systems seller vs. systems integrator. Industrial Marketing Management, 36(2), 183-193.
10. Davies, A., & Hobday, M. (2005). The Business of Projects: Managing Innovation In Complex Products And Systems. Cambridge: Cambridge University Press.
11. Day, G. S. (2006). Aligning the Organization with the Market. MIT Sloan Management Review, 48(1), 41-49.
12. Degen, R. J. (2009). Designing matrix organizations that work: Lessons from the P&G case. Revista Eletrônica de Estratégia & Negócios, 2(1).
13. Denzin, N. K., & Lincoln, Y. S. (1994). Introduction: Entering the field of qualitative research (Vol. 1). London, Los Angeles: Sage.
14. Drucker, P. F. (1954). The Practice of Management. New York: Harper & Row.
15. Foote, N. W., Galbraith, J., Hope, Q., & Miller, D. (2001). Making solutions the answer. McKinsey Quarterly(3), 84-93.
16. Gadiesh, O., & Gilbert, J. L. (1998). PROFIT POOLS: A FRESH LOOK AT STRATEGY. Harvard Business Review, 76(3), 139-147.
17. Galbraith, J. R. (2002). Organizing to Deliver Solutions. Organizational Dynamics, 31(2), 194-207.
18. Galbraith, J. R. (2005). Designing The Customer-centric Organization: A Guide to Strategy, Structure, and Process. San Francisco Calif.: Jossey-Bass.
19. Galbraith, J. R. (2009). The Organization of the Future 2: Visions, Strategies, and Insights on Managing in a New Era. San Francisco: Jossey-Bass.
20. Galbraith, J. R. (2010). The Multi-Dimensional and Reconfigurable Organization. CEO publication, 10-06(574).
21. Hannaford, W. J. (1976). Systems Selling: Problems and Benefits for Buyers and Sellers. Industrial Marketing Management, 5(2), 139-145.
22. Hax, A. C., & Wilde Ii, D. L. (1999). The delta model: Adaptive management for a changing world. Sloan Management Review, 40(2), 11-28.
23. Johansson, J. E., Krishnamurthy, C., & Schlissberg, H. E. (2003). Solving the solutions problem. The Mckinsey Quarterly(3), 116-125.
24. Kates, A., & Galbraith, J. R. (2007). Designing Your Organization: Using the STAR Model to Solve 5 Critical Design Challenges. San Francisco: John Wiley & Sons Inc.
25. Knecht, T., Leszinski, R., & Weber, F. A. (1993). Memo to a CEO, SUBJECT: Making profits after the sale, Editorial, McKinsey Quarterly, pp. 79-86.
26. Kotler, P. (2002). Marketing Management. Upper Saddle River, N.J.: Prentice Hall.
27. Krishnamurthy, C., Johansson, J. E., & Schlissberg, H. E. (2003). Solution Selling: Is the Pain Worth the Pain? Marketing & Sales Practice.
28. Kumar, N. (2005). The Global Retail Challenge. Business Strategy Review, 16(1), 5-13.
29. Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317-330.
30. Maney, K., Hamm, S., & O`Brien, J. (2011). Making the World Work Better: The Ideas That Shaped a Century and a Company IBM Press.
31. Matthyssens, P., & Vandenbempt, K. (2008). Moving from basic offerings to value-added solutions: Strategies, barriers and alignment. Industrial Marketing Management, 37(3), 316-328.
32. Mattsson, L.-G. (1973). SYSTEMS SELLING AS A STRATEGY ON INDUSTRIAL MARKETS. Industrial Marketing Management, 3(2), 107-120.
33. Miller, D., Hope, Q., Eisenstat, R., Foote, N., & Galbraith, J. (2002). The problem of solutions: Balancing clients and capabilities. Business Horizons, 45(2), 3.
34. Moore, G. A. (2004). Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets: Harper Business
35. Neely, A., Benedettini, O., & Visnjic, I. (2011). The servitization of manufacturing:
Further evidence
36. Nordin, F., & Kowalkowski, C. (2010). Solutions offerings: a critical review and reconceptualisation. Journal of Service Management, 21(4), 441-459.
37. Oliva, R., & Kallenberg, R. (2003). Managing the transition from products to services. International Journal of Service Industry Management, 14(2), 160-172.
38. Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33-44.
39. P&G Japan: The SK-II Globalization Project, bth 1, Harvard Business School Cases (2003).
40. Page, A. L., & Siemplenski, M. (1983). Product Systems Marketing. Industrial Marketing Management, 12(2), 89-99.
41. Paliwoda, S., & Thomson, P. (1985). The Practice of Systems Marketing in the French Packaging Industry. Journal of Marketing Management, 1(1), 99-113.
42. Phillips, F., Ochs, L., & Schrock, M. (1999). The Product Is Dead--Long Live the Product-Service! Research Technology Management, 42(4), 51.
43. Potts, G. W. (1988). Exploit Your Product`s Service Life Cycle. Harvard Business Review, 66(5), 32-36.
44. Procter & Gamble 2002 Annual Report
45. Procter & Gamble 2005 Annual Report
46. Procter & Gamble 2011 Annual Report
47. Procter & Gamble: Organization 2005 (A), bth 1, Harvard Business School Cases (2007).
48. Robinson, T., Clarke-Hill, C. M., & Clarkson, R. (2002). Differentiation through Service: A Perspective from the Commodity Chemicals Sector. The Service Industries Journal, 22(3), 149-166.
49. Sargut, G., & McGrath, R. G. (2011). Learning To Live with Complexity. Harvard Business Review, 89(9), 68-76.
50. Sawhney, M. (2004). Going Beyond the Product: Defining, Designing and Delivering Customer Solutions.
51. Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The Path to Customer Centricity. Journal of Service Research : JSR, 9(2), 113-124.
52. Sharma, D., Lucier, C., & Lucier, C. (2002). From Solutions to Symbiosis: Blending with Your Customers. Strategy and Business, 27(2), 38-43.
53. Shepherd, C., & Ahmed, P. K. (2000). From product innovation to solutions innovation: a new paradigm for competitive advantage. European Journal of Innovation Management, 3(2), 100-106.
54. Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The Antecedents and Consequences of Customer-Centric Marketing. Journal of the Academy of Marketing Science, 28(1), 55.
55. Slywotzky, A. (1998). The profit zone. Strategy & Leadership, 26(3), 12.
56. Stanley, J. E., & Wojcik, P. J. (2005). Better B2B selling. McKinsey Quarterly(3), 15-15.
57. Storbacka, K. (2011). A solution business model: Capabilities and management practices for integrated solutions. Industrial Marketing Management, 40(5), 699-711.
58. Tuli, K. R., Kohli, A. K., & Bharadwaj, S. G. (2007). Rethinking Customer Solutions: From Product Bundles to Relational Processes. Journal of Marketing, 71(3), 1-17.
59. Vandermerwe, S., & Rada, J. (1988). Servitization of business: Adding value by adding services. European Management Journal, 6(4), 314-324.
60. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17.
61. Vroman, H. W. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Academy of Management Executive, 10(1), 88-90.
62. Windahl, C., & Lakemond, N. (2006). Developing integrated solutions: The importance of relationships within the network. Industrial Marketing Management, 35(7), 806-818.
63. Wise, R., & Baumgartner, P. (1999). Go Downstream: The New Profit Imperative in Manufacturing. Harvard Business Review, 77(5), 133-141.
64. Yin, R. K. (1994). Case Study Research: Design and Methods: Sage

三、網站資料
1. MBA智庫：http://wiki.mbalib.com/wiki/%E7%9F%A9%E9%98%B5%E5%88%
B6%E7%BB%84%E7%BB%87%E7%BB%93%E6%9E%84#_note-0(瀏覽時間
2012年5月15日)
2. IBM公司全球網站：http://www.ibm.com/tw/zh/(瀏覽時間：2012年4月07日)
3. Bloomberg Businessweek (2004, Oct.10) At P&G, It`s "360-Degree Innovation, (瀏覽時間：2012年5月10日)
描述 碩士
國立政治大學
企業管理研究所
99355031
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099355031
資料類型 thesis
dc.contributor.advisor 管康彥zh_TW
dc.contributor.author (作者) 邱享慧zh_TW
dc.creator (作者) 邱享慧zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-十月-2012 14:20:36 (UTC+8)-
dc.date.available 30-十月-2012 14:20:36 (UTC+8)-
dc.date.issued (上傳時間) 30-十月-2012 14:20:36 (UTC+8)-
dc.identifier (其他 識別碼) G0099355031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54901-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 99355031zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 當今企業紛紛謀求方案提供轉型，以整合的產品與服務，降低顧客購買風險、完善回應客製需求，進而創造高於個別產品與服務總和的整套價值。其融合服務不易被模仿的特性，對方案企業的自身發展而言，更有助於跳脫無止盡的商品化困境，進而創造差異化的競爭優勢、與顧客建立策略層次的合作關係。而組織由產品進化至方案提供，因應根本經營思維轉變，勢必產生組織結構調整之必要，以落實以客為尊的方案精神，達到從顧客眼光思考、圍繞顧客打造組織的境界。
針對此一新興議題，本研究在文獻探討的部分，首先探討方案的內涵與分類，並整理出三階段企業經營觀點與方案本質演進之關係：一、企業行銷時代下，方案本質為「配套銷售」；二、顧客服務時代下，方案本質為「系統銷售」；三、顧客滿意時代下，方案本質為狹義的「解決方案」。接著，闡述先進學者提出的「方案類型」、「方案生命週期」、「方案提供商角色」、「方案組織型態」相關理論，以奠定後續個案探討的基礎，觀察先驅方案企業IBM及P&G的實務表現，融和理論整理與個案映證。最終以兩家企業相互比對，提出方案企業應視方案對顧客既有經營模式的衝擊程度、顧客類型差異、自身發展背景，選擇方案提供類型、生命週期及角色，並以提升顧客交易彈性為目標建立顧客構面、視主要價值來源取決權力配置，進而設計相應的組織運作機制。同時，延續管理沒有一體適用的真理，建議方案企業應彈性化提供方案類型，並謹慎考量自身管理能力限制，以追求合適的組織結構，避免管理不易的局面。方案企業可運用本研究結論，檢視自身組織結構之調整，是否尚有未竟之處，以作為企業建構方案解決型組織之參考。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究方法 3
第四節 研究流程 5
第二章 文獻探討 7
第一節 商品化與服務化 7
第二節 產品中心與顧客中心 10
第三節 解決方案的本質 12
第四節 解決方案企業的觀點 17
第五節 解決方案企業的組織結構 22
第三章 IBM 28
第一節 個案公司背景描述 28
第二節 組織結構演變 33
第三節 組織運作 36
第四節 個案公司分析 38
第四章 P&G 40
第一節 個案公司背景描述 40
第二節 組織結構演變 43
第三節 組織運作 53
第四節 個案公司分析 55
第五章 結論與建議 57
第一節 研究發現 57
第二節 管理意涵 62
第三節 後續研究建議 64
參考文獻 66		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099355031en_US
dc.subject (關鍵詞) 組織結構zh_TW
dc.subject (關鍵詞) 顧客導向組織zh_TW
dc.subject (關鍵詞) 解決方案zh_TW
dc.title (題名) 方案解決型組織的建構zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文資料
1. 林讓均 (2010年2月號)。DHL深耕亞太，投資台灣運務設施-客戶首選方案讓50萬員工動起來。遠見雜誌第284期。
2. 謝艾莉 (2012年2月29日)。戴爾強攻伺服器，大陸市占穩居第一；代工廠受廣達緯創，營運吃補丸。經濟日報C5版/上市櫃公司2，
3. 徐宗國譯 (1997)，Anselm Strauss & Juliet Corbin著，質性研究概論。台灣，巨流圖書公司
4. 歐用生 (1989)，質的研究。台北，師大書苑。
5. 葉重新 (2001)，教育研究法。台北市，心理出版社。
6. 袁世珮譯 (2000)，Robert Slater著，搶救IBM：葛斯納再造藍色巨人之路。台北市，麥格羅.希爾。
7. 王雅音譯 (1998)，D.Quinn Mills & G. Bruce Friesen著，浴火重生IBM：IBM的過去、現在與未來剖析。台北市，遠流出版。
8. 羅耀宗譯 (2002)，Louis V. Gerstner著，誰說大象不會跳舞？：葛斯納親撰IBM成功關鍵。台北市，時報文化出版企業公司
9. 徐仁全 (2007年10月號)。IBM執行長帕米沙諾：全球化競爭，全球整合型企業是贏家。遠見雜誌第256期。
10. 吳怡靜 (2011年11月號)。IBM百年來首位女CEO-科技業最有權力女強人的挑戰。天下雜誌第484期。
11. 國立清華大學科技管理學院 (2009)，服務科學入門十講。臺灣，智勝出版社。
12. 蕭富峰 (2003)，你可以再靠近一點看P&G。台北市，天下遠見。
 
二、英文文獻
1. Anderson, E. W., Fornell, C., & Rust, R. T. (1997). Customer satisfaction, productivity, and profitability: Differences between goods and services. Marketing Science, 16(2), 129.
2. Andrew Davies, T. B. M. H. (2006). Charting a Path Toward Integrated Solutions. MIT Sloan Management Review, 47(3), 39-48.
3. Andrews, K. R. (1951). Executive Training by the Case Method. Harvard Business Review, 29(5), 58-70.
4. Applegate, L., Austin, R., & McFarlan, F. W. (2009). Corporate Information Strategy and Management: Text and Cases: McGraw-Hill.
5. Brady, T., Davies, A., & Gann, D. M. (2005). Creating value by delivering integrated solutions. International Journal of Project Management, 23(5), 360-365.
6. Davies, A. (2004). Moving base into high-value integrated solutions: a value stream approach. Industrial & Corporate Change, 13(5), 727-756.
7. Davies, A., & Brady, T. (2000a). Organisational capabilities and learning in complex product systems: towards repeatable solutions. Research Policy, 29(7–8), 931-953.
8. Davies, A., & Brady, T. (2000b). Organisational capabilities and learning in complex product systems: towards repeatable solutions. Research Policy, 29(7/8), 931.
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三、網站資料
1. MBA智庫：http://wiki.mbalib.com/wiki/%E7%9F%A9%E9%98%B5%E5%88%
B6%E7%BB%84%E7%BB%87%E7%BB%93%E6%9E%84#_note-0(瀏覽時間
2012年5月15日)
2. IBM公司全球網站：http://www.ibm.com/tw/zh/(瀏覽時間：2012年4月07日)
3. Bloomberg Businessweek (2004, Oct.10) At P&G, It`s "360-Degree Innovation, (瀏覽時間：2012年5月10日)		zh_TW