習慣領域、可變空間下的決策及創新動態學

Abstract

人類行為乃由動態且複雜的流程所組成。重要的決策行為係人類行為的一部份，因此亦與含有許多動態變化的參數。這些參數互相影響，且會隨著時間、情境，乃至於決策者的心理狀態變化而有所改變。根據習慣領域理論，決策行為雖因不同參數的變化而改變，卻會隨著時間的經過而達到穩定狀態，並且具有習慣性；這使得人們常不自覺地假設決策參數的維度或範圍是固定的。然而在現實生活中，決策參數的變化並非固定在某特定範圍，甚至可能不為人所注意。具備這種動態特性的決策，稱為可變空間下的決策。企業創新問題即屬於可變空間下的決策問題。 企業創新本身是一個動態過程，包含了能力集合的擴展轉化，提供產品及服務以解除特定族群的痛苦與煩惱，創造價值並進一步分配價值等環節；其中每個環節都涉及可變空間之決策制定。過去的創新研究中，尚缺乏整體性的架構以描述此一動態流程。 本研究以習慣領域理論與相關之能力集合分析為基礎，探討決策問題的動態本質，並提出「創新動態學」此一動態循環架構，探討企業如何深入潛在領域，有效獲取、轉化其能力集合，滿足顧客需求，並且創造價值。該架構著重於潛在領域□參數的動態變化，強調企業的創新流程中各環節皆涉及可變空間下的決策問題。本研究針對五個企業個案進行探討，發現企業創新成功的關鍵因素皆與創新動態學相吻合。藉由檢視架構中各環節的相關活動與議題，企業可瞭解其在創新過程中是否適切地關照到各參數的變化，以便持續不斷地提升其產品或服務，解除目標族群潛在領域□的痛苦與煩惱，進而創造最大的價值。因此，本研究所提出之觀念性架構，可做為企業組織，甚至個人，在創新及創造價值時之重要參考。

Human behaviors involve dynamic, evolving, interactive, adaptive processes. Important decision making, as a part of human behaviors, is usually dynamic and involves changeable parameters. These parameters can interact with each other and vary with time, the situation, and changes in the psychological states of the decision makers involved. According to the habitual domains theory, decision making can reach a steady state and exhibit habitual patterns as time passes. As a consequence, people may unwittingly assume that the decision parameters have fixed known dimensions and ranges. However, in real life, the parameters might or might not be noticed. Even when they are noticed, their dimensions and ranges cannot be predetermined. Decision making with this kind of feature, is called “decision making in changeable spaces”. Corporate innovation problems are of this type. Innovation itself is a dynamic process, which includes transforming competence sets for innovation, producing products or services to release the pains and frustrations of target groups, and creating and distributing value. In the field of innovation studies, no framework has systematically described these processes in the past. This research is the first attempt to integrate these components into a single system. Based on habitual domains theory and its related competence set analysis, this dissertation introduces the concepts of habitual domains and decision making in changeable spaces in order to describe the dynamics of human behaviors and the changing nature of decision-making problems. It goes in depth into potential domains to explore the expansion of competence sets and creation of value, and proposes an integrated framework, innovation dynamics, which emphasizes decision making in changeable spaces and focuses on the exploration of parameters in potential domains. To verify innovation dynamics, five corporate case studies are discussed herein. It shows that these cases are all consistent with innovation dynamics. By examining the operations of each link in innovation dynamics, corporations can understand if each and all links are properly developed, so that they can continually upgrade their products/services and create maximal value by releasing the pains and frustrations in potential domains of customers.