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研究生： 吳秉璋
Ping-chang Wu
論文名稱： 跨國企業如何把高科技產品賣給新興市場 - 以通用電器在印度醫材市場為例
指導教授： 王弓
Kane Wang
張明宗
Ming-chung Chang
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 產業經濟研究所
Graduate Institute of Industrial Economics
論文出版年： 2014
畢業學年度： 102
語文別： 中文
論文頁數： 95
中文關鍵詞： 新興市場 、破壞式創新 、組織能力
外文關鍵詞： Emerging Markets, Disruptive Innovation, Organizational Capabilities
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    • 本研究探討為何有些西方大型跨國企業在擁有充分資源、先進技術及眾多專家情況下，經過多年嘗試仍無法打造出符合新興市場需求的產品。
    本研究針對通用電器在印度醫材市場的個案進行研究，比較個案企業組織能力在新興市場成功前後有何差異，並透過理論歸納出背後邏輯。本研究之目的為找出跨國企業在新興市場成功所必須具備之組織能力。本研究發現，部分跨國企業無法成功打進新興市場主要原因，並非廠商不瞭解新興市場的需求或不夠積極，也非資源不足或欠缺必要技術。問題可能是出在，企業過去成功的流程與價值觀在新興市場不再適用。這是因為企業內部掌控組織資源分配、員工考績內容的高階主管不夠重視新興市場，以至於企業無法在當地建立起適合的流程以及凝聚團隊目標。

    This study researches into why some large multinationals have sufficient resources, advanced technology and many experts in case, but after years of attempts are still unable to create a product which can meet the requirements of emerging market demand.
    Researcher chooses to study the case of GE in India ECG market. By comparing differences between before and after the success of emerging markets cases of organizational capabilities, and summed up by the theory behind the logic. The study found that to succeed in emerging markets , besides resources, processes and values are also essential. Changing organizational structure is a feasible and necessary approach.

    目錄 ................................................................................................................................ I 圖目錄 ................................................................................................................................ IV 表目錄 ................................................................................................................................ V 第一章 緒論...................................................................................................................... 1 1-1 研究動機................................................................................................... 1 1-2 研究動機與目的...................................................................................... 1 1-3 論文架構................................................................................................... 4 第二章 文獻回顧............................................................................................................... 6 2-1 新興市場................................................................................................... 6 2-1-1 新興市場的範疇....................................................................... 6 2-1-1 新興市場的特性....................................................................... 9 2-2 新興市場的顛覆式創新.......................................................................... 17 2-2-1 商業模式創新挑戰科技創新思維的主流地.................... 17 2-2-2 經營新興市場成功關鍵在於商業模式創新................... 18 2-2-3 創造低成本競爭優勢............................................................... 19 2-2-4 靈活整合價值網絡以創造低成本優勢之顛覆式創新的關鍵能力.................................................................................... 20 2-2-5 善用不對稱動機之庇護.......................................................... 21 2-2-6 小結............................................................................................ 22 2-3 進入新興市場所需之資源與能力........................................................ 24 2-3-1 商業模式架構........................................................................... 24 2-3-1 資源的種類與特性................................................................... 25 2-4 「資源-流程-組織價值」- RPV理論...................................................... 31 2-4-1 名持介紹.................................................................................... 31 2-4-2 能力的轉移................................................................... ............ 34 2-4-3 量身打造破壞性新事業組織.................................................. 35 第三章 研究方法............................................................................................................... 39 3-1 研究方法.................................................................................................. 39 3-2 研究範圍與限制...................................................................................... 40 第四章 印度醫療器材產業現況與競爭.................................................................... 41 4-1 全球醫療器材產業現況.......................................................................... 41 4-2 印度醫療器材產業現況.......................................................................... 43 4-2-1 印度醫療環境........................................................................... 43 4-2-2 印度醫療市場概況................................................................... 44 4-2-3 印度醫療相關政策.................................................................. 47 4-2-4 印度醫療法規概況.................................................................. 48 4-2-5 印度醫材產品之採購流程及通路分析................................. 49 第五章 個案企業概述.................................................................................................... 51 5-1 簡介........................................................................................................... 51 5-2 GE Healthcare........................................................................................... 53 5-2-1 GPC時期................................................................................... 53 5-2-2 調整GPC時期.......................................................................... 55 5-2-3 與Amersham合作................................................................... 55 第六章 GE醫療在印度市場的創新............................................................................ 56 6-1 個案背景................................................................................................... 56 6-2 GE在印度醫療市場的創新................................................................... 59 6-2-1 認識問題.................................................................................... 59 6-2-2 提出解決方法並爭取支持..................................................... 59 6-2-3 成立LGT................................................................................... 61 6-2-4 LGT實際運作 & MAC 400..................................................... 65 6-2-5 印度版「立足國家，服務國家」計劃....................................... 68 6-3 解析........................................................................................................... 72 6-3-1 只要清楚新興市場與已開發市場間需求差異，也研究過許多新興市場成功案例且具備所需資源，任何團隊都能在新興市場成功?..................................................................... 72 6-3-2 本個案中，LGT團隊做出哪些價值改變是組織得以成功之關鍵? ..................................................................................... 78 6-3-3 本個案中，LGT團隊做出哪些流程改變是組織得以成功之關鍵? ..................................................................................... 80 6-3-4 本個案中，對團隊領導人而言，最大的挑戰與障礙有哪些?................ .............................................................................. 81 6-3-5 總結................................. 83 第七章 結論與建議........................................... 84 參考文獻 ............................................................................................................................... 87 附錄一 Clark & Wheelwright(1992)-專案團隊的組織分類.................................... 92

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