從服務主導邏輯觀點探討共創價值-以運動鞋品牌商、製鞋廠和鞋材廠的合作開發案為例

Abstract

在目前的經濟背景之下，傳統的商品質主導邏輯已經無法詮釋現代商業環境的變化或指導企業的策略制訂。企業必須在全新的服務主導邏輯的指引下與其顧客或伙伴進行價值共創，才能獲得持續的競爭優勢。 所以，本研究透過質性研討的個案研究法，深入探究運動鞋品牌商、製鞋廠和鞋材廠共同開發的功能性鞋材Duroflex H-1500和 G-1205的過程。從服務主導邏輯的觀點分析這三方在共同研發過程中的互動，探討出共創價值的成功要素。 本研究的結果顯示，各企業投入(或掌握)的資源、相關訊息透明度和利潤分享的公平性是影響此共創模式成敗的最關鍵因素。

Under the contemporary economic environment, traditional good-dominate logic is no longer able to explain the change of business style or guide the strategy for corporate. Therefore, in order to be competitive in the future, corporates have to shift to the new service-dominate logic which will lead to value co-creation.

This study deeply explores the operation of co-creation among sports shoe brand, shoe manufacture and shoe material producer on two novelle shoe material, Duroflex H-1500 and G-1205, by using qualitative case study. Through analyzing the interaction among these three parties by the theory of service-dominant logic to clarify the factors which affecting the outcome of co-creation and the satisfaction of individual to the collaborative relation. The result of this study indicates that the resources held, information clarity and equality of benefit-sharing is the key factors, lead to the success of co-creation.