大量客製化能力與敏捷性之研究：前置因素與對企業競爭優勢之影響

The Study of Mass Customization Capability and Agility: Antecedents and the Effects on Firm Competitive Advantage

全球市場導向趨勢與高速資訊時代來臨使得顧客需求與商業競爭情勢瞬息萬變，當代企業很難能持續擁有顯著之競爭優勢。傳統單一式樣化商品之大量生產方式已無法滿足挑剔的顧客群，擁有大量客製化能力已是許多台灣廠商為滿足多元需求之重要能耐之一。同時，企業敏捷性能促使供應鏈體系達成高度整合，並運用供應鏈夥伴之互補能力對新機會作出即時回應。本研究目的在於探討（1）大量客製化能力及企業敏捷性之前置因素，進而了解（2）大量客製化能力與企業敏捷性是否對企業競爭優勢有所影響。研究對象以台灣五千大企業中之資訊、電子產業為研究對象，採專家訪談與問卷調查方式進行資料收集，並以結構方程模式方法進行分析。研究結果發現，協同合作及IT能力對於大量客製化能力及企業敏捷性有正向影響，而大量客製化能力及企業敏捷性對於企業競爭優勢亦有正向影響。最後，依據實證結果提出管理意涵與未來研究建議。

The trend of global market orientation and the fast development of Internet and wireless applications have increased the turbulence of today's business environment that need to quickly fulfill customers' drastic and frequent changing needs. Contemporary firms are getting harder to gain and maintain their competitive advantage and business performance. Consequently, how to establish their core capabilities and competences in providing customized products with lower cost and timely response has become an important and challenging task. This study aims to examine two current manufacturing practices: mass customization and agility. We identified and examined (1) the influencing factors of establishing firm mass customization capabilities and agility; and (2) the effects of mass customization capabilities and agility on firm competitive advantage. An empirical survey was conducted and the data were collected from IT and electronic manufacturing firms listed as the Taiwan 5000 largest companies. The results suggest that firms with higher degree of IT capabilities and collaboration practices would have higher degree of mass customization capabilities and agility and consequently would enhance their competitive advantage. Managerial implementations and future research directions are provided.