在資源有限中突圍：整合RBV、擴散理論與平台策略之新創企業國際化成長模型構建

Abstract

在全球創業環境競爭日益激烈、資源取得日益困難的新創生態中，企業如何在有限條件下建立可持續的競爭優勢並推動國際化擴張，已成為創業管理與策略研究的核心議題。儘管過去研究多關注資源基礎理論（Resource-Based View, RBV）、創新擴散理論（Diffusion of Innovations）與平台策略（Platform Strategy）等個別理論，但鮮少將三者整合，系統性探討資源受限下新創企業的成長動力與擴張邏輯。 本研究以台灣線上知識平台 PressPlay Academy 為個案，採用質性研究方法，透過深度訪談與次級資料進行分析，梳理其自 2016 年創立至 2024 年之間的發展脈絡。研究構建「RDP 螺旋上升模型（RDP Spiral Rise Model）」，結合三大理論視角，說明企業如何透過資源辨識與高槓桿運用（Resources）、擴散導向的產品策略與口碑動能（Diffusion），以及平台機制與生態系整合（Platform），逐步形成自我強化的螺旋式成長動能，最終實現跨市場、跨區域的國際擴張。 本研究的研究問題涵蓋五個主要面向，包括：一、新創企業如何有效配置及運用核心資源與能力，以形成獨特的競爭優勢；二、如何透過服務創新與創新擴散策略推動市場接受與成長；三、如何運用平台生態系統中的合作夥伴關係，提升企業競爭力與市場影響力；四、新創企業如何應對平台生態系統內外的競爭壓力，維持市場領先地位；五、如何在資源有限的情況下規劃並執行國際化擴張策略。 研究結果指出，PressPlay 的成功關鍵不在於擁有豐沛的內部資源，而在於能夠以精實的方式快速測試市場、整合外部夥伴資源，並設計出具網絡效應與可複製性的生態系平台。具體而言，其成功行動包含：（1）以數據為基礎的市場定位與產品開發；（2）跨越成長鴻溝的擴散策略設計；（3）創作者與學習者之間高黏著度的雙邊互動平台；（4）採分階段、低風險、在地合作導向的國際化模式。 本研究除提出一套具理論整合性與實務應用性的成長模型外，亦對平台型新創企業如何從本地市場起步，穩健實踐跨境擴張提供具體可行的策略建議。未來研究可進一步以多案例比較與量化資料進行驗證，以拓展 RDP 螺旋上升模型的產業適用性與理論延展性。 具體而言，PressPlay展現了以下四大成功要素：（1）以數據驅動的市場定位與內容開發；（2）擴散導向的課程設計與用戶經營策略；（3）創作者與學習者之間的高互動性平台機制；（4）逐步建立本地深耕與跨國擴張的雙軌戰略路徑。這些行動策略體現了RBV的資源運用邏輯、創新擴散的時間節奏觀，以及生態系統理論中關於網絡外部性與平台治理的實踐應用。 本研究不僅為台灣新創企業提供了具體的國際化策略藍圖，也對現有理論進行了跨域整合，提出「資源－擴散－平台飛輪模型」作為解釋新創國際擴張的理論框架。未來研究可進一步探討不同產業或市場背景下，此模型的延展性與調整機制，並結合更多量化資料以提升推論的廣度與深度。

In today’s increasingly competitive global entrepreneurial landscape, startups face significant challenges in accessing resources and building sustainable competitive advantages under constrained conditions. The question of how resource-limited ventures can achieve international expansion has become a central issue in the field of entrepreneurship and strategic management. While prior research has explored frameworks such as the Resource-Based View (RBV), Diffusion of Innovations Theory, and Platform Strategy, few studies have systematically integrated these perspectives to examine how startups grow and expand under resource constraints. This study adopts a qualitative case study approach to analyze the development trajectory of PressPlay Academy, a Taiwan-based online knowledge platform, from its founding in 2016 through 2024. By combining the three theoretical perspectives mentioned above, the research constructs the RDP Spiral Rise Model, which illustrates how startups can progressively achieve international growth through three stages: identifying and leveraging high-potential internal resources (Resources), designing diffusion-driven product and market strategies (Diffusion), and constructing scalable ecosystems through platform mechanisms and partnerships (Platform). These three elements work in tandem to form a self-reinforcing, spiral-shaped momentum for growth. This study addresses five core research questions: (1) How do startups effectively allocate and utilize core resources and capabilities to establish unique competitive advantages? (2) How do they foster market acceptance and growth through service innovation and diffusion strategies? (3) How do they leverage ecosystem partnerships to enhance competitiveness and market influence? (4) How do they maintain market leadership amid internal and external platform competition? (5) How can they formulate and execute internationalization strategies despite limited resources? The findings indicate that PressPlay’s success does not stem from abundant internal assets, but from its ability to rapidly test market opportunities using lean methods, integrate external partners strategically, and design an ecosystem-based platform that exhibits both network effects and scalability. Specifically, the company demonstrated: (1) data-driven market positioning and product development; (2) diffusion-oriented course design and user engagement strategies; (3) a highly interactive two-sided platform linking creators and learners; and (4) a dual-path growth strategy balancing local market depth with step-by-step international expansion. These strategic actions reflect the RBV’s logic of resource leverage, the temporal dynamics of innovation diffusion, and practical applications of platform governance and network externalities. In addition to proposing a theoretically integrated and practically applicable growth model, this study offers actionable strategic insights for platform-based startups seeking to expand from local markets to global ones. Future research could apply multi-case comparisons and quantitative analysis to test the generalizability of the RDP Spiral Rise Model across different industries and market contexts.