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    Title: 創新再脈絡:統一7-ELEVEN如何重新定義日本的熱賣商品
    Re-contextualization
    Authors: 林雅萍
    Lin , Ya Ping
    Contributors: 蕭瑞麟
    Hsiao, Ruey Lin
    林雅萍
    Lin , Ya Ping
    Keywords: 再脈絡化
    使用者行為
    開放創新
    在地知識
    Re-contextualization
    Date: 2012
    Issue Date: 2014-02-10 14:49:20 (UTC+8)
    Abstract: 企業在國際化成長策略下,多將產品或服務輸出到母國之外,以擴大企業經
    營版圖。然而,並不是所有跨國經營都能奏效。但也有少數企業在跨越國境後,反而比母國績效表現優異。本研究以「重新脈絡化」理論為依據
    (re-contextualization),由微觀角度分析國內知名連鎖便利商店7-ELEVEN,為何能成功在台灣落地生根。本研究專注以下三個課題。第一,企業如何由人的生活脈絡與使用者行為,探索消費者的隱性需求。第二,企業如何善用在地知識,以重新設計新產品或新服務。第三,跨國企業如何善用開放式創新機制,以融入在地創新元素。本研究選擇7-ELEVEN 銷售比例最高的食品類作為研究個案。
    分析被移轉國台灣7-ELEVEN 如何由台灣的使用者脈絡、在地文化脈絡、並結
    合供應商或文創產業等跨領域專業,來思考跨國移轉問題。研究發現,跨國企業必須透過以人為本、在地脈絡、共創價值的角度,重新思考再脈絡化的重要議題。
    Multinational enterprises have to face the challenges of foreigness. This research
    takes the famous convience stores, 7-ELEVEN, as case study. Researcher focuses on
    the food of 7-ELEVEN, including lunch boxes, light meal, and snacks. By analyzing
    the consumers’ life styles and behaviours, local knowledge and contextual elements,
    and relevant value networks, this research contributes to recontextualization literature
    by coming up the insightful value from users, local context and co-creation of
    strategic networking. In conclusion, recontextualization is not only an issue of product
    or service transfer, but a progressive knowledge evolution.
    目錄
    壹、 緒論 1
    1.1研究動機 1
    1.2研究目的 4
    1.3論文架構與預期成效 6
    貳、 文獻回顧 11
    2.1文獻梳理 11
    2.2 理論缺口 16
    2.3 研究設計 17
    參、 研究方法 19
    3.1 方法論 19
    3.2 案例選擇原則 20
    3.3 資料收集 24
    3.4 資料分析 26
    肆、 個案背景 29
    4.1 便利商店7-ELEVEN簡介 29
    便利商店7-ELEVEN的源起 29
    日本的7-ELEVEN 31
    臺灣的7-ELEVEN 33
    4.2 歷史發展 35
    從成立到轉虧為盈(1978年-1985年) 35
    從轉虧為盈到成為零售業霸主(1986年-1989年) 37
    成為零售業霸主之後(1990年-1998年) 39
    各式差異化商品開始發展(1999年以後) 41
    4.3 選擇食品類分析 46
    伍、 研究發現 49
    5.1 鮮食再脈絡化 49
    便當熱呼呼,推出國民便當 49
    品味鐵路文化,推出奮起湖鐵路便當 55
    東京愛情故事,推出浪漫御飯糰 58
    有溫暖的感覺,推出關東煮 60
    5.2 零食再脈絡化 65
    五年級的記憶,推出原味覺醒零食 65
    5.3. 輕食再脈絡化 73
    一起樂活,推出水果輕食 73
    5.4緊扣在地,再脈絡化 78
    與時俱進,創新價值 82
    開放創新,共創價值 83
    陸、討論 87
    6.1 三個案例-看見脈絡,點亮創新 87
    6.2 學術意涵 90
    6.3 實務啟示 92
    6.4 研究限制與未來方向 96
    研究限制 96
    對未來的建議 97
    柒、結論 99
    參考文獻 105
    Reference: 中文文獻
    張殿文,2007,《融入顧客情境:台灣7-ELEVEN的共好經營學》,台北:天下文化。
    楊瑪利,2005,《台灣7-ELEVEN創新行銷學:每天600萬個感動》,台北:天下雜誌。
    商業周刊,2004-10-25,《鈴木敏文如何從外漢變零售教父》,第883期。
    勝見明、鈴木敏文、野中郁次郎。譯者:陳俊廷,2006,《巷口的商學院:在7-ELEVEN上最精彩的企管課》,先覺。
    國有隆一。譯者:(鄭涵壬),《日本7-ELEVEN消費心理學:你所不知的買物心理》,臺灣東販。
    蕭瑞麟,2013,《思考脈絡:掌握問題全貌,創新更成功》,台北:天下文化。

    重要網址
    台灣7-ELEVEN官網 http://www.7-11.com.tw/company/about/idea.asp
    企業情報http://en.wikipedia.org/wiki/7-Eleven
    美國7-ELEVEN官網 http://www.7-eleven.com/
    日本7-ELEVEN官網 http://www.7andi.com/en/index.html
    統一超商人力資源網 http://www.7-11.com.tw/Careers/about/Intro.asp
    行政院主計處 http://www.dgbas.gov.tw/mp.asp?mp=1

    英文文獻
    Beechler, S., & Yang, J. Z. 1994. The transfer of Japanese-style Management to American Subsidiaries: Contigencies, Constraints and Competencies. Journal of International Business Studies, 25(3): 467-491.
    Bhagat, R. S., Kedia, B. L., Harveston, P. D., & Triandis, H. C. 2002. Cultural Variations in the Cross-border Transfer of Organizational Knowledge: An Intergrative Framework. Academy of Management Review, 27(2): 204-221.
    Boojihawon, D. K., Dimitratos, P., & Young, S. 2007. Characteristics and Influences of Multinational Subsidiary Entrepreneurial Culture: The Case of the Advertising Sector. International Business Review, 16(5): 549-572.
    Brannen, M. Y. 2004. When Mickey Loses Face: Recontextualization, Semantic Fit, and the Semiotics of Foreignness. Academy of Management Review, 29(4): 593-616.
    Brannen, M. Y., Liker, J. K., & Fruin, W. M. 1998. Recontextualisation and Factory-to-factory Knowledge Transfer from Japan to the US: The case of NSK. In J. K. Liker, W. M. Fruin, & P. S. Adler (Eds.), Remade in America: Transplanting and Transforming Japanese Management Systems. Oxford: Oxford University Press.
    Darr, E., Argote, L., & Epple, D. 1995. The Acquisition, Transfer and Depreciation of Knowledge in Service Organizations: Productivity in Franchises. Management Science, 41(11): 147-160.
    Jaeger, A. M. 1983. The Transfer of Organizational Culture Overseas: an Approach to Control in the Multinational Corporation. Journal of International Business Studies, 14(3): 91-114.
    Jensen, R., & Szulanski, G. 2004. Stickiness and the Adaptation of Organizational Practices in Cross-Border Knowledge Transfers. Journal of International Business Studies, 35(6): 508-523.
    Kedia, B. L., & Bhagat, R. S. 1988. Cultural Constraints on Transfer of Technology Across Nations: Implications for Research in International and Comparative Management. Academy of Management Review, 13(4): 559-571.
    Kostova, T. 1999. Transformational Transfer of Strategic Organizational Practices: a Contextual Perspective. Academy of Management Review, 24(2): 308-324.
    Kostova, T., & Roth, K. 2002. Adoption of an Organizational Practice by Subsidiaries of Multinational Corporations: Institutional and Relational Effects. The Academy of Management Journal, 45(1): 215-233.
    Lam, A. 1997. Embedded Firms, Embedded Knowledge: Problem of Collaboration and Knowledge Transfer in Global Cooperative Ventures. Organization Studies, 18(6): 973-996.
    Meyer, K. E., Mudambi, R., & Narula, R. 2011. Multinational Enterprises and Local Contexts: The Opportunities and Challenges of Multiple Embeddedness. Journal of Management Studies, 48(2): 235-252.
    Moore, F. 2012. Identity, Knowledge and Strategy in the UK Subsidiary of an Anglo-German Automobile Manufacturer. International Business Review, 21(2): 281-292.
    O`Dell, A., & Grayson, C. J. 1998. If Only We Know What We Know: Identification and Transfer of Internal Best Practices. California Management Review, 40(3): 154-174.
    Oudshoorn, N., & Pinch, T. 2003. How Users Matter: the Co-construction of Users and Technology. Cambridge, MA: MIT Press.
    Pettigrew, A. M. 1987. Context and Action in the Transformation of the Firm. Journal of Management Studies, 24(6): 649-670.
    Zander, U., & Kogut, B. 1995. Knowledge and the Speed of the Transfer and Imitation of Organizational Capabilities: An Empirical Test. Organization Science, 6(1): 76-92.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    100932082
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100932082
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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