建構依賴路徑：以全聯之虛實服務創新演化為例

Constructing the Dependency Path: Case Study of PX Mart's Online and Offline Service Innovation

10.53106/199687602022081502001

歐素華(Su-Hua Ou)；陳煥宏(James Chen)

核心能力 ； 組織原則 ； 虛實通路 ； 路徑依賴 ； 數位科技 ； core competence ； organizing principle ； online and offline channel ； path dependency ； digital innovation

組織與管理

15卷2期（2022 / 08 / 01）

1 - 53

繁體中文

如何創新虛實服務以回應使用者需求，已成為當代組織管理的重要議題。過去數位創新文獻由虛實通路之互蝕與互補分析生產者之經營效益，本研究則由科管領域的路徑依賴觀點分析使用者之依賴建構歷程，進而有效體現企業創新虛實服務價值。本研究調查國內知名連鎖零售業者全聯福利中心如何創新虛實服務以滿足使用者之需求變化。學理上，本文除提出虛實服務之階段性與原則性設計外，更對依賴路徑之套牢機制做出貢獻，特別提出經濟效能強化、關係連結深化、場域座標化與時間模組化四個分析要素，以說明企業如何由此建立複合連結機制，形塑使用者的依賴路徑。此外，相較於過去由主流設計或專屬設計探討網絡效益形成，本文則提出依賴設計之網絡效益建構，包括經濟的分享設計、關係的社群建構、場域的規模形成，以及時間的投資設計。本文並發展出「由虛實服務設計依賴路徑」之五項工作實務，以引導企業有效創新虛實服務。

Innovating online and offline services to satisfy user needs is a difficult challenge for enterprises. Many digital innovation studies have explored the cannibalizing and complementary effects of online and offline channels. This study takes a ＂lock-in＂ perspective to analyze the dependency path of users to effectively visualize the value of digital and nondigital service innovation. The case of PX Mart, a popular retailing chain store in Taiwan, illustrates the evolution of the dependency path of users and demonstrates the evolution of the enterprise's core competence. This case study makes theoretical contributions to digital service in general and ＂lock-in＂ theory in particular. The elements of ＂lock-in＂ includes the economy, relation, location, and temporality design. Furthermore, we explain how the lock-in mechanism contributes to the network effect. The sharing economy, the community relationship, the scale of locations, and the investment of time shape the network effect together. In terms of its practical contributions, this study proposes five organizational approaches to achieve service innovation through digital and nondigital transformation.

1. 姚成彥(2015)。虛實整合：特力屋電子商務的服務創新。中山管理評論，23(1)，377-409。
   連結：
2. 徐典裕,王薏涵,郭凡瑞(2015)。博物館虛實整合科普教育應用與推廣服務模式——以融入小學課程主題之虛實整合行動學習為例。博物館學季刊，29(1)，99-115。
   連結：
3. Amit, R.,Zott, C.(2001).Value creation in e-business.Strategic Management Journal,22,493-520.
4. Amit, R.,Zott, C.(2000).Value drivers of e-commerce business models.Fontainebleau, France:INSEAD.
5. Ansari, S.,Krop, P.(2012).Incumbent performance in the face of a radical innovation: Towards a framework for incumbent challenger dynamics.Research Policy,41(8),1357-1374.
6. Arthur, W. B.(1996).Increasing returns and the new world of business.Harvard Business Review,74(4),100-109.
7. Arthur, W. B.(1989).Competing technologies, increasing returns, and lock-in by historical events.The Economic Journal,99(394),116-131.
8. Arthur, W. B.(1990).Positive feedbacks in the economy.Scientific American,262(2),92-99.
9. Barnes, W.,Gartland, M.,Stack, M.(2004).Old habits die hard: Path dependency and behavioral lock-in.Journal of Economic Issues,38(2),371-377.
10. Barras, R.(1986).Towards a theory of innovation in services.Research Policy,15(4),161-173.
11. Barrett, M.,Davidson, E.,Prabhu, J.,Vargo, S. L.(2015).Service innovation in the digital age: Key contributions and future directions.MIS Quarterly,39(1),135-154.
12. Bastiat, F. (1848). Sophisms of the protective policy. New York, NY: Geo. P. Putnam.
13. Bell, D. R.,Gallino, S.,Moreno, A.(2014).How to win in an omnichannel world.MIT Sloan Management Review,56(1),45.
14. Bergek, A.,Onufrey, K.(2014).Is one path enough? Multiple paths and path interaction as an extension of path dependency theory.Industrial and Corporate Change,23(5),1261-1297.
15. Bernard, H. R.,Bernard, H. R.(2013).Social research methods: Qualitative and quantitative approaches.Thousand Oaks, CA:Sage.
16. Berry, L. L.,Shankar, V.,Parish, J. T.,Cadwallader, S.,Dotzel, T.(2006).Creating new markets through service innovation.Sloan Management Review,47(2),56-63.
17. Besanko, D.,Doraszelski, U.(2004).Capacity dynamics and endogenous asymmetries in firm size.RAND Journal of Economics,35(1),23-49.
18. Bettencourt, L. A.,Ulwick, A. W.(2008).The customer-centered innovation map.Harvard Business Review,86(5),109-114.
19. Binder, J.,Herhausen, D.,Pernet, N.,Schögel, M.(2012).Channel extension strategies: The crucial roles of internal capabilities and customer lock-in.European retail research,New York, NY:
20. David, P. A.(1985).Clio and the economics of QWERTY.The American Economic Review,75(2),332-337.
21. Den Hertog, P.,Van der Aa, W.,De Jong, M. W.(2010).Capabilities for managing service innovation: Towards a conceptual framework.Journal of Service Management,21(4),490-514.
22. Dosi, G.,Nelson, R. R.,Winter, S. G.(2000).The nature and dynamics of organizational capabilities.Oxford, UK:Oxford University Press.
23. Fornari, E.,Fornari, D.,Grandi, S.,Menegatti, M.,Hofacker, C. F.(2016).Adding store to web: Migration and synergy effects in multi-channel retailing.International Journal of Retail & Distribution Management,44,658-674.
24. Fusch, P. I.,Ness, L. R.(2015).Are we there yet? Data saturation in qualitative research.The Qualitative Report,20(9),1408-1416.
25. Hagberg, J.,Sundström, M.,Nicklas, E.-Z.(2016).The digitalization of retailing: An exploratory framework.International Journal of Retail & Distribution Management,44(7),694-712.
26. Hagel, J.,Armstrong, A. G.(1997).Net Gain-Profit im Netz. Märkte erobern mit virtuellen Communities.Wiesbaden, Germany:Gabler.
27. Hertog, P. D.(2000).Knowledge-intensive business services as co-producers of innovation.International Journal of Innovation Management,4(4),491-528.
28. Hess, J.,Hess, K.(1977).The taste of America.New York, NY:Viking Press.
29. Juaneda-Ayensa, E.,Mosquera, A.,Murillo, Y. S.(2016).Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention.Frontiers in Psychology,7,Article 1117.
30. Karagiannaki, A.,Vergados, G.,Fouskas, K.(2017).The impact of digital transformation in the financial services industry: Insights from an open innovation initiative in fintech in Greece.MCIS 2017 Proceedings
31. Katz, M.,Shapiro, C.(1985).Network externalities, competition and compatibility.American Economic Review,75,424-440.
32. Kerr, C.,Nixon, A.,Wild, D.(2010).Assessing and demonstrating data saturation in qualitative inquiry supporting patient-reported outcomes research.Expert Review of Pharmacoeconomics & Outcomes Research,10(3),269-281.
33. Kim, J.-C.,Chun, S.-H.(2018).Cannibalization and competition effects on a manufacturer’s retail channel strategies: Implications on an omni-channel business model.Decision Support Systems,109,5-14.
34. Leonard-Barton, D.(1992).Core capabilities and core rigidities: A paradox in managing new product development.Strategic Management Journal,13(Summer special issue),111-125.
35. Li, S.,Sun, B.,Wilcox, R. T.(2005).Cross-selling sequentially ordered products: An application to consumer banking services.Journal of Marketing Research,42(2),233-239.
36. Liebowitz, S. J.,Margolis, S. E.(1995).Path dependence, lock-in, and history.Journal of Law, Economics, and Organization,11(1),205-226.
37. Lu, L.(2018).Decoding Alipay: Mobile payments, a cashless society and regulatory challenges.Butterworths Journal of International Banking and Financial Law,33(1),40-43.
38. Lyytinen, K.,Rose, G. M.(2003).The disruptive nature of information technology innovations: The case of internet computing in systems development organizations.MIS Quarterly,27(4),557-596.
39. McEvily, B.,Perrone, V.,Zaheer, A.(2003).Trust as an organizing principle.Organization Science,14(1),91-103.
40. Miles, I.(2008).Patterns of innovation in service industries.IBM Systems Journal,47(1),115-128.
41. O’Reilly, M.,Parker, N.(2013).“Unsatisfactory Saturation”: A critical exploration of the notion of saturated sample sizes in qualitative research.Qualitative Research,13(2),190-197.
42. Orlikowski, W. J.(2002).Knowing in practice: Enacting a collective capability in distributed organizing.Organization Science,13(3),249-273.
43. Patel, P.,Pavitt, K.(1997).The technological competencies of the world’s largest firms: Complex and path-dependent, but not much variety.Research Policy,26(2),141-156.
44. Prahalad, C. K.,Hamel, G.(1990).The core competence of corporation.Harvard Business Review,68(3),79-91.
45. Schreyögg, G.,Kliesch-Eberl, M.(2007).How dynamic can organizational capabilities be? Towards a dual-process model of capability dynamization.Strategic Management Journal,28(9),913-933.
46. Sebastian, I.,Ross, J.,Beath, C.,Mocker, M.,Moloney, K.,Fonstad, N.(2017).How big old companies navigate digital transformation.MIS Quarterly Executive,16(3),197-213.
47. Shapiro, C.,Varian, H. R.(1999).The art of standards war.California Management Review,41(2),8-32.
48. Spohrer, J. C.,Maglio, P. P.(2010).Toward a science of service systems.Handbook of service science,New York, NY:
49. Stack, M.,Gartland, M. P.(2003).Path creation, path dependency, and alternative theories of the firm.Journal of Economic Issues,37(2),487-494.
50. Swanson, E. B.(1994).Information systems innovation among organizations.Management Science,40(9),1069-1093.
51. Teece, D. J.(1986).Profiting from technological innovation: Implications for integration, collaboration, licensing and public policy.Research Policy,15(6),285-305.
52. Thrane, S.,Blaabjerg, S.,Møller, R. H.(2010).Innovative path dependence: Making sense of product and service innovation in path dependent innovation processes.Research Policy,39(7),932-944.
53. Watson, B. C.(2011).Barcode empires: Politics, digital technology, and comparative retail firm strategies.Journal of Industry, Competition and Trade,11(3),309-324.
54. Williamson, O. E.(1975).Markets and hierarchies: Analysis and antitrust implications.New York, NY:Free Press.
55. Wilson, G. A.(2014).Community resilience: Path dependency, lock-in effects and transitional ruptures.Journal of Environmental Planning and Management,57(1),1-26.
56. Yin, R. K.(1994).Case study research: Design and methods.Thousand Oaks, CA:Sage.
57. Zander, I.(1998).The evolution of technological capabilities in the multinational corporation: Dispersion, duplication and potential advantages from multinationality.Research Policy,27(1),17-35.
58. 林耀欽,陳俊良(2018)。成長駭客的煉金術——良興電子的虛實整合。管理評論，37(2)，75-76。