活動互賴觀點之經營模式創新歷程的紮根研究－以Google 1996-2008為展示實例

A Grounded-Theory Study on the Process of Business Model Innovation Based on Activity-based Interdependence Perspective: Illustration by Google 1996-2008

10.6656/MR.202210_41(4).CNI001

蔡明宏(Ming-Hone Tsai)；林裕得(Yu-De Lin)；蘇雅惠(Yea-Huey Su)；連文雄(Wen-Shiung Lian)

經營模式創新 ； 活動基礎 ； 互相依賴 ； 紮根理論 ； 可操作性 ； Business model innovation ； Activity-based ； Interdependence ； Grounded theory ； Operability

管理評論

41卷4期（2022 / 10 / 01）

1 - 20

繁體中文

研究目的：本研究目的為提出適用於活動互賴觀點的經營模式創新研究之調整後的紮根理論法。研究方法／方法：值此新興業種各公司爭霸且企圖找到會勝出的經營模式的新時代，我們選擇Google在電子商務發展過程中霸主出列時期作為展示實例。研究結果：採用我們提出的調整後的紮根理論研究方法，發現Google四階段路徑相依的演進過程，各階段透過槓桿因子平衡開採與探勘兩種創新活動，這些槓桿因子隨著經營模式演進，逐漸形成Google的經營模式核心。研究限制／啟發：本研究成果啟發新業種經營者經營模式設計之思維，並賦予經營模式創新研究成果成為具可操作性的價值，回饋商業現場產生啟發作用或再被實際運用。理論／實務／社會意涵：對於經營者或創業者而言，檢視原來所進行的活動，必要時進行活動連結的重新組合，是經營模式創新的重要源頭。創見／價值：我們的方法與思維讓學界或業界可以解剖特定公司的經營模式，了解其經營秘訣。公司亦可以據此創新經營模式或進行異業學習。

Purpose - The objective of this research is to propose an adjusted grounded theory regarding business model innovation research that is appropriate for an activity-based interdependence perspective. Design/methodology/approach - Choosing the era spanning 1996 to 2008, in which the various companies in emerging industries are vying for supremacy and trying to devise winning business models, we focus our attention on Google's activities. This was also a period when hegemons began to emerge during the e-commerce development process, and we have used this phenomenon to illustrate our analysis. Findings - Using the adjusted grounded theory research methods that we have proposed, we identified the process of evolution regarding the four phases of Google's path dependent development, and for each phase, we used leverage factors to balance two types of innovation activities-exploitation and exploration. As Google's business model evolved, these leverage factors gradually formed the core of Google's business model. Research limitations/implications - Our research findings can help to stimulate the business model design thinking of new industry businesses, and also provide operational value to the findings of business model innovation research so that they can be applied to business fields as sources of inspiration or for actual implementation. Practical implications/Social implications - In regard to business managers or entrepreneurs, the review of past activities and the necessary recombination of activity linkages are important sources of business model innovation. Originality/value - Our method and approach aims to enable academia and industry to gain an understanding of the business secrets of a specific company by analyzing the said company's business model. Companies can also use this method to develop innovative business models of their own or to conduct cross-industry learning.

1. ComScore (2008), (accessed March 30, 2008), [available at http://www.comscore.com].
2. ZDNet Technology News Website (2008), (accessed April 15, 2008)，[available at http://www.zdnet.com.tw/].
3. Nielsen Online (2008), (accessed April 01, 2008), [available at http://www.nielsen-online.com].
4. Google (2008), (accessed March 17, 2008), [available at http://googlepress.blogspot.com].
5. Ackoff, Russell L.,Huang, Jia-Yu(Trans.)(2001).Re-Creating the Corporation: A Design of Organizations for the 21st Century.Taipei:Locus Publishing.
6. Afuah, Allan(2004).Business Models: A Strategic Management Approach.New York:McGraw-Hill College.
7. Benner, Mary J.,Tushman, Michael L.(2003).Exploitation, Exploration, and Process Management: The Productivity Dilemma Revisited.Academy of Management Review,28(2),238-256.
8. Bougon, Michel,Weick, Karl,Binkhorst, Din(1977).Cognition in Organizations: An Analysis of the Utrecht Jazz Orchestra.Administrative Science Quarterly,22(4),606-639.
9. Chang, Ching-Hsiang(2005).Department of Business Administration, National Central University.
10. Charma, Kathy,Yan, Ning(Trans.),Wong, Wing-Kwong(Trans.),Wu, Xin-Long(Trans.)(2009).Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis.Taipei:Wu-Nan.
11. Chen, Hao-Min(2005).Department of Business Administration, National Central University.
12. Chen, Shian-Jiun(2006).Department of Business Administration, National Central University.
13. Cossette, Pierre(2002).Analysing the Thinking of F.W. Taylor Using Cognitive Mapping.Management Decision,40(2),168-182.
14. Cusumano, Michael A.,Gawer, Annabelle(2002).The Elements of Platform Leadership.MIT Sloan Management Review,43(3),51-58.
15. Denzin, Norman K.(1978).The Research Act: A Theoretical Introduction to Sociological Methods.New York:McGraw-Hill.
16. Dubosson-Torbay, Magali,Osterwalder, Alexander,Pigneur, Yves(2001).E-Business Model Design, Classification and Measurements.Thunderbird International Business Review,44(1),5-23.
17. Eden, Colin(1992).On the Nature of Cognitive Maps.Journal of Management Studies,29(3),261-265.
18. Evans, David S.,Schmalensee, Richard,Li, Fang-Ling(Trans.)(2007).Catalyst Code: The Strategies Behind the World’s Most Dynamic Companies.Taipei:CommonWealth Magazine.
19. Fan, Yang-Jiun(2007).Department of Business Administration, National Central University.
20. Freeman, Linton C.(1978).Centrality in Social Networks: Conceptual Clarification.Social Networks,1(3),215-239.
21. Hodgkinson, Gerard P.,Maule, A. John,Bown, Nicola J.(2004).Causal Cognitive Mapping in the Organizational Strategy Field: A Comparison of Alternative Elicitation Procedures.Organizational Research Methods,7(1),3-26.
22. Hu, You-Hui(1996).Qualitative Research - Theory, Method and Case Study of Native Women.Taipei:Chu Liu Book Co..
23. Huang, Hsin-Yu(2009).Department of Business Administration, National Central University.
24. Imazu, Miki,Wang, Li-Yen(Trans.)(2014).Getting Started with Profitable Generations Practical Walkthrough: Business Model Generation Work Book.Taipei:Asif Publishing.
25. Lee, Ting-Yu(2005).Department of Business Administration, National Central University.
26. Lee, Wei-Ping(2010).Department of Business Administration, National Central University.
27. Li, Hsin-Yi(2007).Department of Business Administration, National Central University.
28. Liu, Ya-Yen(2005).Department of Business Administration, National Central University.
29. Liu, Yi-Hsing(2005).Department of Business Administration, National Central University.
30. Magretta, Jaon,Gu, Shu-Xin(Trans.)(2012).Understanding Michael Porter: The Essential Guide to Competition and Strategy.Taipei:CommonWealth Magazine.
31. Martin, Roger L.,Feng, Ke-Yun(Trans.)(2019).The Opposable Mind: How Successful Leaders Win Through Integrative Thinking.Taipei:CommonWealth Magazine.
32. Miles, Matthew B.,Huberman, A. Michael,Chang, Fen-Fen(Trans.)(2005).Qualitative Data Analysis: An Expanded Sourcebook.Taipei:Yeh Yeh Book Gallery.
33. Mintzberg, Henry(1987).Crafting Strategy.Harvard Business Review,65(4),66-75.
34. Morris, Michael,Schindehutte, Minet,Allen, Jeffrey(2005).The Entrepreneur’s Business Model: Toward a Unified Perspective.Journal of Business Research,58(6),726-735.
35. Nooy, Wouter,Mrvar, Andrej,Batagelj, Vladimir(2005).Exploratory Social Network Analysis with Pajek.Cambridge:Cambridge University Press.
36. O’Reilly, Charles A, III,Tushman, Michael L.(2004).The Ambidextrous Organization.Harvard Business Review,82(4),74-81.
37. Osterwalder, Alexander,Pigneur, Yves,Bernarda, Greg,Smith, Alan,Ji, Jing-Jing(Trans.)(2015).Value Proposition Design: How to Create Products and Services Customers Want.Taipei:CommonWealth Magazine.
38. Osterwalder, Alexander,Pigneur, Yves,You, Chuan-Li(Trans.)(2012).Business Model Generation: A Handbook for Visionaries, Game Changers, And Challenger.Taipei:Good Morning Press.
39. Porter, Michael E.(1987).From Competitive Advantage to Corporate Strategy.Harvard Business Review,65(3),43-59.
40. Porter, Michael E.,Siggelkow, Nicolaj(2008).Contextuality Within Activity Systems and Sustainability of Competitive Advantage.The Academy of Management Perspectives,22(2),34-56.
41. Posner, Eric A.,Weyl, Glen,Zhou, Yi-Fang(Trans.)(2020).Radical Markets: Uprooting Capitalism and Democracy for a Just Society.Taipei:Gūsa Press.
42. Shafer, Scott M.,Smith, H. Jeff,Linder, Jane C.(2005).The Power of Business Models.Business Horizons,48(3),199-207.
43. Shapiro, Carl,Varian, Hal R.,Zhang, Mei-Hui(Trans.)(1999).Information Rules: A Strategic Guide to the Network Economy.Taipei:China Times Publishing Co..
44. Siggelkow, Nicolaj(2002).Evolution toward Fit.Administrative Science Quarterly,47(1),125-159.
45. Strauss, Anselm,Corbin, Juliet,Xu, Zong-Guo(Trans.)(1998).Basics of Qualitative Research: Grounded Theory Procedures and Techniques.Taipei:Chuliu Publisher.
46. Tai, Ting-Huang(2010).Department of Business Administration, National Central University.
47. Tapscott, Don,Ticoll, David,Lowy, Alex,Zhang, Shun-Jiao(Trans.),Chen, Jian-Liang(Trans.)(2002).Digital Capital: Harnessing the Power of Business Webs.Taipei:Business Weekly.
48. Tikkanen, Henrikki,Lamberg, Juha-Antti,Parvinen, Petri,Kallunki, Juha-pekka(2005).Managerial Cognition, Action and the Business Model of the Firm.Management Decision,43(6),789-809.
49. Tsai, Ming-Hone,Su, Yea-Huey(2011).Business Intelligence and Business Model Design: An Exploratory Study Grounded on Literatures and Cases.INFORMS Annual Meeting, Charlotte Convention Center Charlotte,NC, USA:
50. Vise, David A.,Malseed, Mark,Hsiao, Mei-Hui(Trans.),Lin, Xiu-Jin(Trans.)(2006).The Google Story.Taipei:China Times Publishing Co..
51. Wang, Yi-Ming(2015).Department of Business Administration, National Central University.
52. Weick, Karl E.(2009).Making Sense of the Organization: The Impermanent Organization.New Jersey:Wiley.
53. Weick, Karl E.(1979).The Social Psychology of Organizing.New York:Penguin Random House.
54. Yang, Feng-Hao(2007).Department of Business Administration, National Central University.
55. Yen, Chun-An(2005).Department of Business Administration, National Central University.