雲端運算產業營運之策略族群分析

Abstract

我們以一個新興且仍在發展中的產業-雲端運算(cloud computing)為觀察主題，探究相關企業在產業變革過程中有何因應策略，找出不同策略所形成之不同策略族群，以作為台灣相關企業尋找最適經營策略之參考。研究資料取自S&P Compustat資料庫中與雲端運算相關的984家公司，經過刪除資料不全樣本，取500家上市公司作為研究對象。本研究以Tang and Liou(2010)發表於SMJ之理論為研究基礎，支持企業之競爭優勢可從其財務表現觀察得知，藉由杜邦恆等式拆解出的九個財務指標加上兩個自選指標，進行因素分析，將財務指標和其背後的管理意涵萃取為四項主要經營能力：知識管理能力、資產管理能力、顧客關係管理能力與供應商關係管理能力。接著進行二階段集群分析，將觀察樣本企業分為四組的策略族群後，分別以其所表現出的顯著經營能力為這四組策略族群命名。最後，我們將研究結果、相關管理意涵及對未來研究方向的建議加以彙整。

Cloud computing is still an evolving paradigm. Its definitions, use cases, underlying technologies, issues, risks, and benefits will change over time. The cloud computing industry represents a large ecosystem of many models, vendors, and market niches. We are trying to find out the various strategies presented by various strategic groups through observing financial indicators of these selected companies in the cloud computing industry. This article inherits the theoretical framework proposed by Tang and Liou (2010) on SMJ that a firm’s competitive advantage, resource bundle configuration, and dynamic learning capability cannot be comprehended by outsiders, however, its operational performance can be captured by financial indicators. To examine sustainable competitive advantages of the selected companies, we used factor analysis to factor out the superior performance called after knowledge management, asset management, customer relationship advantage and vender management. Then we processed the hierarchical cluster algorithm to look for identifying groups of similar strategic organizations and similar superior performance. In conclusion, we summarized our finding, suggestions and study limitation as a reference of the further research.