市場地位與管理期望對創新投資的影響－以台灣MBA學生MARKSTRAT 線上模擬結果分析

Abstract

「大者恆大」是最近成了不變的定理，尤其台灣以製造業為主，就是講求量大，主宰市場，創造利潤。大公司或市場主導的企業在可用的資源上，的確比一般公司雄厚，投入某一產業或產品時，可動員的研發、行銷與傳銷通路方面的實力，經常有效的封阻競爭對手；但大公司也有其限制，其所累積的成功經驗，往往陷入對舊成功經驗複製的迷思；所以對引進新技術的創新研發與擴展舊產品，經常形成兩難。 本研究探討公司的市場地位與經營期望對創新投資的影響，並運用MARKSTRAT的模擬環境規劃出本研究架構，以交通大學經營管理所的MBA學生為模擬對象，實施八期模擬競賽，歸納出其中互動的關係。並進一步討論創新投資對公司績效表現的影響，企業資源有限，既有產品與投資創新的資源取捨之間，影響公司績效表現。 結果顯示，絕對值模型顯示市場地位創新投資有正向關係；管理期望對創新投資決策顯示無顯著相關；整體創新投資（金額）對績效表現是正向的影響，但引進新產品數量卻不利於績效表現。

The adage “Winners take all” has become the reality in modern business, specially, for manufacturing industry in Taiwan. Most of the “Winners” have focused on economic scale of production in mass production and cost cutting to dominate the market and to generate high profit. Indeed, the resources the dominants can employ are much higher than those non-dominants. Once the dominants enter into the market or product segment, they quickly establish effective barriers to hinder the entries of other competitors. However, the experiences of past successful strategy might be duplicated by the competitors. Therefore, investment alternative on radical innovation investment or improvement on existing products could be a resource trade-off dilemma. This research is to study how market dominance and managerial expectation influence company’s radical innovation investment decision. The data is compiled from the MARKSTRAT marketing competition by NCTU MBA students over eight periods of simulated games. The results show that market dominance does not have significantly statistical relationship with radical innovation investment. The market dominance, however, has positive impact on absolute investment model. In addition, the managerial expectation in introducing radical technologies has no significant impact on innovation investment. Innovation investment is beneficial to performance, but the amount of radical products introduced does not.