光璧企業股份有限公司－－新產品開發混沌

Gong Bih Enterprise Co., Ltd. - The Chaos of New Product Development

光璧企業成立於1975年，主要產品──綠藻於主要市場發展已趨成熟。為持續成長，董事長施南溪先生預見未來市場潛力，於1994年投入新產品──杜莎藻研發，欲搶進先行者優勢。然而，研發過程中挑戰重重，成功量產後，行銷亦屢遭困境，迫使施董事長重新思考新產品的未來。

Gong Bih Enterprise Co., Ltd. (GBE) was established in 1975. Its main product (chlorella) had reached the maturity stage of the product life cycle. In 1994 President Shih foresaw the potential of a future market, and thus to ensure sustained growth, invested in the development of a new product, Dunaliella, with the expectation of gaining first-mover advantage. However, GBE met severe challenges in Dunaliella’s development process, as well as in the areas of sales and marketing, which forced Shih to reconsider the future of the new product.